Delivering Business Value through Innovation, Collaboration, and Exploration

Part 7 in the Enterprise Web 2.0 Fundamentals Series

This month we've identified ways Web 2.0 is delivering business value, beginning with a May 2007 quote from Cisco CEO John Chambers on the importance of Web 2.0 to business, saying “this second phase of the Internet will drive the industry for the next decade from an innovation, productivity, personalization and process change perspective.” We also highlighted research identifying Cisco's Web 2.0-based savings of $691 million in fiscal year 2008. Then, we looked at the faster, richer connectedness the Mobile Web has to offer and its importance in providing anytime, anywhere access to actionable news and information, particularly to mobile employees, customers, and partners. Next, we turned our attention to how user-generated content is building corporate knowledge bases, saving time and accelerating problem-solving, and how the blogosphere is providing unprecedented access to customer feedback, forever changing the way marketing works.

Our subsequent focus on mashups showcased their powerful ability to combine existing data sources, creating compelling new functionality, such as dashboard-like aggregations providing broader insights. We identified how mashups enable rapid application prototyping and delivery, and transform and accelerate business processes, such as the sales cycle. This led to a discussion of Sales 2.0, leveraging Web 2.0 technologies to improve collaboration and communication between sales team members, customers, and partners. We described this new selling approach, designed to align steps in the selling process with those in the buying process, enabling sales to be more efficient and effective, benefiting customers and the bottom line.

While it's "cool" to think the Web 2.0 business value we've discussed just happens, in reality the results described in each of these posts are the outcome of a great deal of heavy lifting. The innovation, collaboration, and exploration required to achieve a successful Web 2.0 implementation takes leadership, dedication, and time. These examples, drawn from experience, are documented in Enterprise Web 2.0 Fundamentals, the book I recently co-authored for Cisco Press, which describes how Web 2.0 is delivering business value to Cisco, its customers, and partners. More importantly, the book highlights those working behind the scenes to explore the possibility, recognize the opportunity, and realize the potential of Web 2.0. Like the book, this blog is meant to serve as a compass. I'm eager to hear your feedback. Safe journey!

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