Ucwaningo lwe-CMO - Agasti 2013

Ucwaningo lwe-cmo

Abaphathi abakhulu bezentengiso (ama-CMO) baya ngokuya ngokwaba izinsiza ezinkundleni zokuxhumana, kepha inani elithusayo alikuboni ukubuya kokhonkolo kulokhu kutshalwa kwezimali, ngokusho kuka Ucwaningo lwe-CMO.

Amaphesenti ayi-15 kuphela ama-CMO angama-410 ahlolwe nguprofesa UChristine Moorman of Isikole Sebhizinisi saseDuke University bathe bakhombise ukuba nomthelela omningi ezindlekweni zabo zokukhangisa ezinkundleni zokuxhumana. Abanye abangamaphesenti angama-36 baphendule bathi banomuzwa omuhle ngomthelela wekhwalithi, kepha hhayi umthelela wobungako.

Cishe uhhafu wama-CMO ahlolwe (amaphesenti angama-49) awakwazanga ukukhombisa ukuthi imisebenzi yenkampani yezokuxhumana yomphakathi yenze umehluko. Ngaphandle kwalokhu, abakhangisi kulindeleke ukuthi benyuse izindleko ezinkundleni zokuxhumana zisuka kumaphesenti angama-6.6 zaya kumaphesenti ayi-15.8 eminyakeni emihlanu ezayo.

Ukukhombisa umthelela wokusetshenziswa kwemali yonke kwezentengiso kuhlala kuyinkinga ejwayelekile ezinkampanini, ngokusho kwamaCMO ahlolwe. Ingxenye eyodwa kwezintathu kuphela yabathengisi abaphezulu abacwaningiwe ababika ukuthi izinkampani zabo zikwazi ukukhombisa ngobuningi umthelela wokusebenzisa kwabo imali kwezentengiso. Ngakho-ke akumangazi, ngokusho kukaMoorman, ukuthi amaphesenti angama-66 ama-CMO abika ukuthi abhekene nengcindezi ethe xaxa yokufakazela ukubaluleka kokumaketha kuma-CEO nakumabhodi abo. Kulezi, izingxenye ezimbili kwezintathu zibika ukuthi le ngcindezi iyanda.

“Ubuholi bezokumaketha budinga ukuthi ama-CMO anikele ngobufakazi obuqinile bokuthi ukutshalwa kwezimali ngamasu kuyazuzisa kumafemu abo esikhathini esifushane nesikhathi eside. Ama-CMO azothola 'isihlalo etafuleni' kuphela uma engakhombisa umphumela wokusebenzisa kwawo imali, ”kusho uMoorman, umqondisi we-The CMO Survey.

Marketing analytics, uhlobo lokumaketha lwedatha enkulu, njengamanje lungamaphesenti ama-5.5 wesabelomali sokumaketha futhi kulindeleke ukuthi lukhule lube ngamaphesenti ayi-8.7 eminyakeni emithathu ezayo. Ukusetshenziswa kwale datha enkulu kuhlala kuyinselelo, noma kunjalo, njengoba amaphesenti abikiwe wamaphrojekthi asebenzisa ukumaketha okutholakalayo noma okuceliwe analytics lehle lisuka emaphesentini angama-35 ngonyaka owedlule laya kumaphesenti angama-29 njengamanje.

Lokhu kuhambisana nokuthola ukuthi ama-CMO abika kuphela umnikelo “omaphakathi” wokukhangisa analytics ekusebenzeni kwenkampani (i-3.5 esikalini samaphoyinti ayi-7 lapho i-1 "ingekho nakancane" futhi i-7 "iphakeme kakhulu"). Le nombolo yehlile kusuka esilinganisweni sayo sokuqala ngonyaka owedlule lapho yayingu-3.9.

Abakhangisi nabo ukwandisa imizamo yabo ekuqoqeni idatha mayelana nokuziphatha kwamakhasimende aku-inthanethi. Cishe amaphesenti angama-60 aqoqe idatha yokuziphatha kwamakhasimende aku-inthanethi ngezinjongo zokukhomba, kanti amaphesenti angama-88.5 kulindeleke ukuthi enze lokhu ngokuya ngokuhamba kwesikhathi.

Yize kunesikhalo esikhulayo ngokuqashwa kuzo zombili izinhlaka zikahulumeni nezizimele, ubumfihlo abubonakali njengokukhathazeka kubakhangisi. Amaphesenti angama-3.5 abaphendulile abenamazinga aphansi okukhathazeka, kuyilapho amaphesenti ama-XNUMX kuphela aphendule ukuthi "bekhathazeke kakhulu" ngobumfihlo.

Abakhangisi badinga ukuxoxisana ngokuthembekile namakhasimende ngodaba lobumfihlo – amakhasimende adinga ukwazi ukuthi ayabonwa, avumelane nalokho okuboniwe, futhi athole inzuzo ethe xaxa kubakhangisi, kusho uMorman.

Ama-CMO abika amazinga awo aphakeme wethemba lomnotho jikelele wase-US eminyakeni emine. Esikalini sika-0-100, lapho u-0 enethemba elincane, amaphuzu e-CMO afike ku-65.7, okucishe kube ukukhuphuka kwamaphoyinti angama-20 ngaphezu kwesilinganiso esifanayo esathathwa ngo-Agasti 2009, eduze nendawo ephansi yokwehla kwamandla omnotho. Cishe amaphesenti angama-50 wabathengisi abaphezulu baphendule ngokuthi "banethemba elikhulu" mayelana nomnotho jikelele wase-US uma kuqhathaniswa nekota edlule. Emuva ngo-2009, abanethemba lokuhle bafika ngamaphesenti angu-14.9 kuphela.

Okunye okutholakele okuyinhloko kukhona

  • Ukukhula kwezabelomali zokumaketha kuyinto kulindeleke ukuthi lenyuke ngamaphesenti angu-4.3 ezinyangeni eziyi-12 ezizayo. Ama-CMO abike ukuthi izinguquko ekusetshenzisweni kwemali zizonyuka ngamaphesenti ayi-9.1 eminyakeni emibili eyedlule, okukhombisa ukuthi leli zinga lokusetshenziswa kwemali lihamba ngendlela ephikisanayo kuya emnothweni jikelele.
  • Ushintsho ezindlekweni zokukhangisa ezidijithali nalo lukhona ilinganiselwe kumaphesenti ayi-10.1 (eminyakeni emithathu eyedlule, lesi sibalo besingamaphesenti ayi-13.6).
  • Amaphesenti angamashumi amabili nane abaphendulile aqaphele iNtshonalanga Yurophu njengemakethe ephezulu kakhulu yokukhula kwemali engenayo yamazwe omhlaba, elandelwa yiChina neCanada (amaphesenti ayi-18 lilinye).

Isungulwe ngo-Agasti 2008, iCMO Survey iqoqa futhi isabalalise imibono yabathengisi abaphezulu e-United States amahlandla amabili ngonyaka. Funda kabanzi ku- Ucwaningo lwe-CMO.

5 Amazwana

  1. 1

    Ake siqale ukubandakanyeka kakhulu emizamweni yethu yezokuxhumana. Yileyo ndlela ingxenye enkulu yabantu ekuthola ngayo manje izinsuku. Uma ungayisebenzisi, ukulahlekelwa kwakho kubo bonke labo bantu abangahle bakubone.

    • 2

      Ngicabanga ukuthi kungumsebenzi wabakhangisi ukuqinisekisa ukuthi banezinhloso ezichaziwe nezindlela zokulandelela impumelelo yokusebenzisa imithombo yezokuxhumana… bese bekwazi ukufakazela ukubaluleka kwemizamo. Ngaphandle kobufakazi, kunzima ezinkampanini ukwenza utshalomali.

  2. 5

    Ulwazi oluhle Doug, ngiyabonga ngokwabelana. Ngiyazi ukuthi lesi yisihloko engikhethe ngaso ubuchopho bakho ezikhathini eziningi… .sezoqhubeka njalo. Kimi, kunezinkinobho ezimbili ezicacile futhi ezibalulekile zokuba yi-CMO / umakethi omuhle:

    1) Ukwakha ubuhlobo obuhle emaqenjini akho angaphakathi, kepha nobudlelwano bangaphandle futhi. Ngicabanga ukuthi ukuphatha ubudlelwano kubaluleke kakhulu empumelelweni.
    2) Kufakazela ukuthi yini eku-pudding yakho. Kunemininingwane etholakalayo efakazela ukuthi okuthile kuyasebenza noma ayisebenzi ngomsebenzi omncane wokuqagela. Ukuba nekhono lokuzungeza lapho okuthile kungasebenzi, kukhombisa okuningi kakhulu (UMA UNGAXHUMI OKWENGEZIWE) mayelana nekhono labakhangisi lokumaketha ngempumelelo uma ungibuza.

    Uzizwa kanjani ngamaphuzu ami amabili?

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