Planning a successful strategic business review

Your strategic business review (SBR) is a prime opportunity to review past performance and set ambitious new goals.

We realize that every organization’s experience is unique. In an ever-changing digital environment, it’s crucial for companies to have an agile, omnichannel presence. This means making sure that any interaction with customers is an elegant, nimble, and personalized experience. Many companies look to Adobe to provide strategic guidance on navigating these expectations.

As a result, we strongly encourage all Adobe Experience Manager customers to look at how the product is expediting certain processes and ultimately helping to grow sales. These improvements should be continuous, which is why we offer an annual strategic business review (SBR) to all our Experience Manager customers.

An SBR is a guided evaluation of how your Adobe systems are delivering value to your business. It also includes helpful recommendations from Adobe for addressing any trouble spots and building on already-impressive results. This post explains in more detail why SBRs are one of the best ways you can take advantage of your relationship with Adobe — and why you should schedule your own SBR soon.

Why you need an SBR

Many organizations are so busy meeting quarterly objectives that it can be difficult to set aside time for long-term strategic planning. An SBR can help fill this gap.

You and your Adobe account manager, who is familiar with your business, will have an open-ended, multi-dimensional conversation about how your company is currently leveraging Experience Manager, and what you need to prioritize in the future.

Most customers who participate in SBRs come away with actionable strategies and tactics for tailoring a personalized customer experience, streamlining back-end processes, and, ultimately, increasing the ROI of their digital storefront. Taken together, these recommendations can deliver thousands or even millions of dollars in additional value.

How to prepare for an SBR

We recommend decision makers in your web marketing organization attend your SBR. You may also invite key stakeholders, such as Experience Manager power users. This allows you to have an honest, multi-dimensional conversation about how your organization is using Experience Manager today and what you want to accomplish tomorrow.

We’ve designed the SBR to be a full-service experience that is easy and convenient for your team. Your account manager will take the lead and schedule your meeting, as well as any necessary follow-up sessions. Throughout the initial meeting, they will ask insightful questions and record your team’s answers. Afterward, they will send a follow up email with customized recommendations based on your discussion.

Before your SBR, you’ll want to look backwards and forwards. If you set any goals for your implementation of Experience Manager over the previous year or two, you should revisit them. Ask whether your organization has met these goals or fallen short. Also, talk to stakeholders who use or rely on the system and ask if they see any gaps in your current license or functionality.

As you look back, you may also want to pull together some performance reports to provide additional insight into your successes and struggles. For example, you could look at how your campaigns launched and managed through Experience Manager have affected high-profile KPIs such as asset utilization, website conversions, and decrease in downtime.

Look forward

At the same time, your SBR is also an important chance to build a strategic view of how Adobe can help your organization meet next year's goals. That is why you will need to look ahead. Talk with your team about what you would like to achieve at different points in the future — 6 months, 12 months, 18 months, and so on. Your CTO’s goals may be very different from the goals of your site marketing managers, so be sure to include a variety of stakeholders in the conversation.

You’ll also want to think about what your technology stack will look like next year, your roadmap for getting there, and what you might need from Adobe. Your IT team should be a part of this discussion. They can help identify needs for improving connectivity between Experience Manager and other key systems in your organization.

Book your SBR

We offer strategic business reviews to help our Adobe customers get better returns from their Adobe products and platforms. We believe it’s one of the most helpful things we do to improve our customers’ experience — and their results. We recommend scheduling your SBR for roughly six to eight months before your license expires so you’ll have plenty of time to evaluate potential changes to your contact. When you’re ready, reach out to your Adobe account manager via email or phone to schedule an SBR for your business.

Use this checklist to prepare for your SBR.