How to Grow Revenue by Linking Online Channel to Business Processes

Tensar International, a firm that creates construction products and technology, chose to replace three legacy Web content management (WCM) systems with a packaged WCM application that would support a more consistent and engaging Web presence for customers around the globe. Tensar succeeded because its IT organization took the right steps to engage the business and also integrated WCM with internal business systems and processes.

From the Gartner research report:

"This increased engagement by website visitors has led to increased conversion of sales leads... The conversion rate of visitors into sales leads increased from 3% under the old site to 12% under the new. Tensar estimates that the higher conversion rate added $397,000 to corporate earnings in 2Q-2011, compared with the quarter a year ago."