In the previous section we talked about treating your Web to Print solution as a service you offer is a great way to integrate it into your whole company. In this section we are going to pick up 4 critical roles in your Web to Print success. Like we stated in the previous section we don't want to create a department so where we have talked about a singular person you should be thinking in terms of the whole team, e.g. all your sales people.
It is fair to say that without the commitment of someone from the very top of your organisation you are already starting off with a hand tied behind your back. Without strong and determined leadership there is a real danger the whole Web to Print project will never get off the ground. Here are some of the benefits of such a person being involved:
One person has to be responsible for meeting your business plan and targets. They will hear every excuse for failure, from sales team saying customers don't want it to the product builders saying the software is rubbish. It takes a strong person to realise that there are often underlying reasons for failure that people find hard to say because they highlight a weakness. It is much harder to blame an inanimate tool than admit a weakness in yourself, or even point out a weakness in someone else.
So a sales person saying "customers don't want it" might actually mean "I don't know how to position it". Or the product builder saying "the software is too complicated" (or worse!) might mean they haven't had enough training or don't have the time to really learn the software.
Drilling down to the underlying reasons and solving those problems is going to be key to success. Of course this role will also have to crack the whip to meet targets too. Now we are not saying that the software can't be the reason for failure but if you have done as we have suggested so far then you have given yourself the best chance of finding the software that is right for you and by extension it is the least likely to be the reason for not hitting your targets.
You need a sales team that is incentivised, targeted, knowledgeable about the capabilities of your chosen solution and used to solution selling. Below we look at those requirements in a little more detail:
When starting out this is often someone from the pre press department, or everyone from the department. It doesn't have to be of course, anyone with basic DTP and computer skills can train up for this role. It is also the position that as you grow your online business will normally become the first bottleneck and demand a dedicated person or team. This role entails:
As stated previously, our recommendation is that the whole company is involved with your Web to Print business plan. Above we have picked out 4 key roles and some of the things to think about those roles. It is important that you get these identified and in place before you sign up because when you sign up there is one big point of failure to avoid and we are going to deal with that next in our wrap up to this part of the guide.