- Project Details & Alignment
- Benefits Realisation & Measurement
- Assumptions & Risks
- Review & Governance
§1Project Details & Alignment
Project Title:
Mary's Consulting - New Company Website
Date Prepared:
April 25, 2026
Target Benefits
The new website is expected to deliver the following benefits during and after the first year of operation:
- Increase qualified inbound leads by 25% within 12 months of launch.
- Reduce marketing's content-update cycle time from ~10 days to <1 day.
- Improve brand perception scores in Fortune 500 buyer surveys.
- Increase mobile-conversion rate by 50% vs. current site.
- Achieve WCAG 2.1 AA compliance, mitigating accessibility risk.
Strategic Alignment
Directly supports the FY2026 strategic objective of growing Fortune 500 client revenue and modernising the firm's digital presence. Reinforces the brand-refresh initiative led by the CEO.
Contents§2Benefits Realisation & Measurement
Benefits Realisation Timeframe
| Benefit | Realised From | Sustained Through |
|---|---|---|
| Faster content updates | Launch + 1 month | Ongoing operations |
| Increased qualified leads | Launch + 3 months | First 12 months and beyond |
| Improved brand perception | Launch + 6 months | Ongoing |
| Mobile conversion lift | Launch + 2 months | Ongoing |
| Accessibility compliance | At launch | Maintained via governance |
Benefits Owner & Metrics
| Benefit | Metric | Baseline | Target | Owner |
|---|---|---|---|---|
| Qualified leads | MQLs/month from website | ~40 | ≥ 50 (+25%) | Marketing Lead |
| Content cycle time | Days from request to publish | ~10 days | < 1 day | Marketing Lead |
| Brand perception | Survey score (1-10) from F500 buyers | 6.2 | ≥ 7.5 | CEO / Marketing |
| Mobile conversion | Mobile leadform-completion rate | 1.2% | ≥ 1.8% | Marketing Lead |
| Accessibility | WCAG 2.1 audit pass | Fail | AA pass | Bill (UX) |
§3Assumptions & Risks
Assumptions
- Marketing will execute SEO and content campaigns to drive traffic.
- CRM remains the system of record for leads.
- No major change in the firm's service offerings during the 12-month measurement window.
Risks to Benefits Realisation
- Slow content contribution from consultants delays SEO ramp-up.
- Underinvestment in post-launch marketing campaigns.
- Loss of the benefits owner role due to organisational change.
§4Review & Governance
Project Sponsor (Mary) and Marketing Lead will review benefit metrics quarterly for the first 12 months following launch. The Project Manager (Andrew) is responsible for establishing baselines and handing off measurement to the Marketing Lead at project closure.
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