Web Presence is Critical —Sherburne
Maximizing Workflow
Corr says, "A cell might consist of three color digital presses and one binder, but we closely examine the workflow, including movement of people and movement of materials and product. We also do time-and-motion studies to figure out where equipment should be placed for more efficiency, and we relentlessly track dwell time—how long it takes the product to go through the process and get shipped."
By all means, get to work on figuring out that front-end, Web-to-print process, or improving the one you already have. But don't forget about what happens before and after that to turn a customer contact into payment of an invoice. Meanwhile, keep that longer term "marketing services" goal in your sights. Ultimately, you are likely to have to go there. But it can be done in phases, building on the significant expertise you already have in delivering effective communications tools to your customers. PI
—Cary Sherburne
About the Author
Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries. She was recognized as a 2009 Woman of Distinction and was awarded the 2009 Thomas McMillan Award for excellence in journalism. Sherburne has written six books, including "Digital Paths to Profit," published by NAPL; and most recently, "No-Nonsense Innovation: Practical Strategies for Success," written with Bill Lowe, the Father of the IBM PC and available on Amazon. She can be reached at Cary@SherburneAssociates.com.
