Creating Business Agility

Epilogue:Selling Sonoma County Wine CountrySneakaway Marketing Campaign Keystone Scenario Use CaseBusiness Agility Readiness Case Study

Introduction

As the Epilogue to this book, this is intended to bring closure to Creating Business Agility by wrapping up the key concepts fundamental to our business agility readiness theme with an illustrative case study featuring Sonoma County Tourism (SCT). The keystone scenario for the story of Selling Sonoma County Wine Country is built on a collaborative marketing campaign management use case—Sonoma Sneakaway.

As a digital business, the SCT vision and leadership has created a vibrant business ecosystem that has resulted in the TripAdvisor 2012 Travelers' Choice award for the “#1 Wine Destination in the United States.” Furthermore, the SCT culture of innovation and collaboration has produced best practices recognized by Hospitality Sales and Marketing Association International (HSMAI) for 2013 achievements in marketing and public relations in the travel industry via gold, silver, and bronze Adrian awards.

The virtual enterprise formed to execute the Sonoma Sneakaway marketing campaign strategy was powered by an Ecosystem Hub cloud platform provided by the Simpleview customer relationship management (CRM) system using the Partner Extranet services. This use case focuses on how the platform works as the SCT Sneakaway system of record (SOR) in terms of resulting gold and silver HSMAI Adrian awards respectively for Sneakaway campaign best ...