The dental supply company is family owned and operated. It was founded in the 1940s and currently serves approximately 1,000 dental offices and offers over 16,000 different products from over 200 manufacturers. Management did not consider the importance of information technology solutions that other firms have implemented to increase efficiency and cut costs. A decision to modernize came in 2003 as revenues started falling and existing clients started ordering dental supplies from competitors. This analysis covers the first 2 years of marketing from November 2004 to November 2006. The process was preceded with a 2-month campaign planning phase.