It is common in small shops for people to use a server's real name to access an application, for example: http://slvdc01/tmtrack/tmtrack.dll.
This is simple and easy, but eventually you will upgrade your application and move it to a new server, then the URL for users will change, links on your intranet page have to be updated, and inevitably users will get confused and frustrated.
Instead, use a friendly alias that users can remember. Example: http://sbm.domain.com/tmtrack/tmtrack.dll.
Beyond being more resilient to changing server names, this has the added benefit of making it easier to secure with certificates, scalable, and even to provide easier access over the internet if desired. If your product (like SBM) is connected to by other integrated systems, an alias also reduces the need to update those systems as your implementation grows.