Ukukhangisa OkuqukethweEzohwebo kanye nokudayisa

Ukujwayela kanye nokuphendula kumiphumela yeDrayivu Yempendulo Yokumaketha Okuqukethwe

Ukuthi abakhangisi baphendula ngokushesha kangakanani futhi bazivumelanise nezimpendulo zabathengi eziqhubekayo sekube yisici esisha sokusebenza komkhiqizo. Ngokusho kuka-90% wabamakethi bemikhiqizo abayi-150 abahlolisisiwe, ukuphendula-noma ikhono lomthombo, ukuqonda bese usabela ngokushesha kumpendulo, izintandokazi, kanye nezidingo-kubalulekile, uma kungabalulekile, ekulethweni kwesipiliyoni sekhasimende esiyingqayizivele.

Amaphesenti angu-16 kuphela abadayisi anomuzwa wokuthi izinhlangano zabo zisabela ngokwedlulele kumthengi, ziyehluleka ukwenza izinguquko emikhiqizweni, emaphaketheni, kumasevisi, nasezizweni ezisekelwe ezicelweni zesikhathi sangempela zabathengi kanye nempendulo.

Landa: Imfuneko Yokuphendula

Umbiko uchaza ukuthi abathengisi abashesha kangakanani benza kanjani ngempendulo yabathengi ukuze baqhubekisele phambili ukukhula. Kungumphumela wocwaningo olunzulu olwenziwa uMkhandlu we-CMO ngokubambisana nawo I-Danaher Corporation's Product Identification Platform izinkampani, ezingabasunguli emakethe kanye namaketango wokupakisha wemikhiqizo.

Ucwaningo luphenye ukuthi izinhlangano ziqhuba kanjani uma kuziwa ekuphenduleni amakhasimende nasekusebenziseni idatha yamakhasimende kanye nobuhlakani ukuze balethe ulwazi olufanele ngesikhathi esifanele nangesiteshi esikhethwe yikhasimende, kungakhathaliseki ukuthi indawo yokuthinta ephathekayo noma yedijithali.

Izinkinga Eziphezulu Ezibambezela Ukusabela Kwezentengiso

  • Ukuntula isabelomali ukuqhubekela phambili ezibuyekezweni ezivamile zokuthinta izindawo ezibonakalayo
  • Ukungabi nayo idatha noma ubuhlakani bokwenza izinguquko ezisuselwe ekuphenduleni nasekuziphatheni kwamakhasimende
  • Amaqembu asebenzayo ayahlukana ukumaketha okuvela ezinqumweni zomkhiqizo kanye nokupakishwa
  • Abathengisi abakwazi ukusebenza ngokushesha noma ukuhlangabezana nezikhathi ezisheshisiwe

Ukuze kuxazululwe lezi zinselele, abakhangisi banomuzwa wokuthi ushintsho lwamasiko kuzodingeka lwenzeke, okuhlanganisa izinqubo ezintsha namathuluzi okwenza izinguquko ngokushesha, njengoba amaphesenti angu-60 abaphendula akholelwa ukuthi ukugxila ekhasimendeni phezu komkhiqizo kuzodingeka kwenzeke ukuze kwenziwe noma iyiphi inqubekelaphambili ebalulekile. .

Amakhasimende alindele ngokugcwele ukuthi imikhiqizo ibambe iqhaza ngesivinini sokukhanya—phela, isipiliyoni samakhasimende esiyingqayizivele esivela kumikhiqizo efana ne-Amazon ne-Starbucks efakazele ukuthi ukusabela okusheshayo, ukwenza kube ngokwakho kanye nesikhathi sangempela (noma eduze nesikhathi sangempela) ukuzibandakanya kwe-omnichannel kungenzeka. ngokucindezela inkinobho noma ngokuchofoza uhlelo lokusebenza. Lokhu ukusebenzelana ngesivinini sedijithali, futhi ikhasimende lilindele izinga elifanayo lokuphendula kukho konke ukuzizwisa, kungakhathaliseki ukuthi isiteshi esomzimba noma sedijithali. U-Liz Miller, iPhini Likamongameli Omkhulu Wezokumaketha woMkhandlu we-CMO

Ngokwesilinganiso, abathengisi banomuzwa wokuthi bayakwazi ukuphendula noma ukusabela kumpendulo yabathengi, izicelo, iziphakamiso noma izikhalazo eziqondene nemikhankaso yokumaketha esikhathini esingaphansi kwamasonto amabili.

isivinini sokuphendula

Amaqembu ezokumaketha e-Agile abheke ukubhekana naleli gebe lokubulawa kanye nokuzibandakanya njengoba amaphesenti angama-53 abaphendulile evuma ukuthi inhloso yawo ukuletha izibuyekezo nokwenza izinguquko ezindaweni zokuthinta ngokomzimba ngaphansi kwezinsuku eziyi-14, ngamaphesenti angama-20 abadayisi abanethemba lokubona lelo gebe liba lincane libe ngu-24 kuphela. amahora okuletha izibuyekezo kuyo yonke into ephathekayo.

Ngokusho kochwepheshe be-Danaher Corporation—iphothifoliyo yayo ehlanganisa imikhiqizo efana ne-Pantone, MediaBeacon, Esko, X-Rite kanye ne-AVT—uma ukuphendula emithonjeni yezokuxhumana kuzoguqulwa kube inzuzo yangempela yokuncintisana, imibuzo ebalulekile kufanele ibuzwe futhi kufanele kuthathwe izinyathelo. .

Izincomo Zokuthuthukisa Ukusabela:

  1. Corral bonke abenzi bokuqukethwe: Ingabe la maqembu asebenzisa amasistimu ahlukene manje? Ingabe singasebenzisa omunye ukuze asuse izindleko zabanye?
  2. Xhuma ubuchwepheshe ukuze ubone izinto ngesikhathi sangempela: Bungaki ubuchwepheshe esibusebenzisayo ukuletha konke ukuxhumana kwethu okuphathekayo nokwedijithali emakethe? Kukuphi ukukhishwa kwesandla okungasebenzi?
  3. Kunokuba ugxile esiseleni esisodwa somsebenzi, cabanga ukuthi singakwenza kanjani yenza lula lonke uchungechunge lwenani: Ungaba yini umthelela ebhizinisini lethu uma isikhathi sethu sokumaketha ukuxhumana okuphathekayo nokwedijithali besiyingxenye yalokho esiyikho namuhla?

Ngokuthuthuka okukhulu kwakamuva ekulethweni kwemidiya yedijithali, ngeshwa, amandla okwenza izinguquko kumidiya ebonakalayo kube ukunensa. Abantu abaningi abazi ukuthi yini engenzeka kuze kube yilapho benquma ukuthi kuzoba njalo. Intuthuko kwezobuchwepheshe namuhla ivumela abaholi bebhizinisi ukuthi bafune isivinini esikhulu, ikhwalithi ephezulu nokucaca okukhulu kubalingani babo nabathengisi kunangaphambili. Okunamandla nakakhulu ngemikhiqizo yomhlaba wonke ukuthi ubuchwepheshe obunjalo butholakala emhlabeni wonke. Joakim Weidemanis, I-Group Executive kanye nePhini Likamongameli, Ukuhlonzwa Komkhiqizo e-Danaher Corporation

Imaphi Amaphoyinti Wokuthinta Okuqukethwe Anomthelela Ezinqumweni Zokuthenga?

Okuqukethwe Okudingayo

Ucwaningo lwenziwe entwasahlobo ka-2017 futhi luhlanganisa imibono evela kubaphathi abaphezulu bezentengiso abangaphezu kwe-153. Amaphesenti angamashumi amahlanu nane (54) abaphendulile anesihloko esithi CMO, Inhloko Yezokumaketha noma Iphini Likamongameli Omkhulu Wezokumaketha, futhi amaphesenti angu-33 amele imikhiqizo enemali engenayo engaphezu kuka-$1 bhiliyoni (USD).

Landa: Imfuneko Yokuphendula

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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