Ukuguqulwa Kwedijithali: Lapho ama-CMO nama-CIO ehlangana, wonke umuntu uyanqoba

Ukuguqulwa kwedijithali ama-CMO nama-CMOs ahlangana phezulu

Ukuguqulwa kwedijithali kwashesha ngo-2020 ngoba kwakudingeka. Ubhadane lwenze ukuthi kube nezinqubo zokuqhelana nomphakathi ezidingekayo futhi kuvuselelwe ucwaningo lwemikhiqizo eku-inthanethi nokuthengwa kwamabhizinisi nabathengi ngokufanayo.

Izinkampani ezazingenakho ukutholakala kwedijithali ezinamandla zaphoqeleka ukuthi zithuthukise ngokushesha, futhi abaholi bebhizinisi bathuthela ukuzuza emfuleni wokusebenzisana kwedijithali okwenziwe. Lokhu bekuyiqiniso esikhaleni se-B2B ne-B2C:

Ubhadane kungenzeka lube nemephu yomgwaqo edlulisela phambili ngokushesha kuze kube yiminyaka eyisithupha.

Umbiko we-Twilio COVID-19 Digital Engagement Report

Iminyango eminingi yezokumaketha ithathe isabelo sezimali, kepha ukusebenzisa imali kwimikhiqizo ye-martech kuhlala kuqinile:

Cishe ama-70% ahlose ukukhuphula imali yokusebenzisa i-martech ezinyangeni eziyi-12 ezizayo. 

Ucwaningo Lokuchitha Lwe-Gartner 2020 CMO

Ukube besikudala sedijithali ngaphambi kwe-COVID-19, manje sesikubudala be-hyper-digital. Yingakho kubaluleke kakhulu ukuthi ama-CMO nama-CIO asebenze ndawonye ngokusondelana bangene ku-2021. Ama-CMO nama-CIOs azodinga ukuhlangana ukuletha ulwazi olungcono lwamakhasimende, ukushayela imartech emisha ngokuhlanganisa, nokwenza ngcono ukusebenza kahle. 

Ukubambisana Ukuletha Okuhlangenwe nakho Kwekhasimende Okungcono

Ama-CIO nama-CMO awahlangani ngaso sonke isikhathi kokuthunyelwa - isithunzi IT inkinga yangempela. Kepha bobabili abaholi bomnyango bagxile kumakhasimende. Ama-CIO akha ingqalasizinda ukumaketha neminye imigqa yokusetshenziswa kwebhizinisi ukufinyelela nokusebenzela amakhasimende kahle nangempumelelo. Ama-CMO asebenzisa ingqalasizinda ukwenza amaphrofayli amakhasimende nokwenza imikhankaso yokukhangisa.  

Uma ama-CMOs esebenza ne-CIO ukwenza izinqumo mayelana nokuthunyelwa kwe-martech nokuthengwa kwesixazululo samafu, bangathuthukisa isipiliyoni samakhasimende ngokuthuthuka kwedatha nokuhlanganiswa kohlelo lokusebenza, okuyinto eheha wonke umuntu. Njengoba abantu abaningi bebandakanya izinkampani ngeziteshi zedijithali, isidingo sebhizinisi sokuletha okuhlangenwe nakho komuntu siqu, esifanele sibaluleke kakhulu kunanini ngaphambili, futhi ukubambisana kwe-CMO-CIO kuyisihluthulelo. 

Kukhona nengxenye yemali kuleli cala lokusebenzisana okukhulu kwe-CMO-CIO.

Izinkampani ezingama-44% zikholelwa ukuthi ukusebenzisana okungcono phakathi kwe-CMO ne-CIO kungakhuphula inzuzo.

Inhlolovo ye-Infosys

Abaholi beminyango yezokumaketha neye-IT bahamba phambili ekuguqulweni kwe-hyper-digital, ngakho-ke impumelelo emhlabeni ngemuva kobhadane incike ngokwamandla abo okusebenza ngokubambisana.

Ukuhlanganiswa kweMarTech Innovation 

Ama-CMO amaningi asezingeni lokuthenga i-martech ukuxhasa ukufinyelela okwandisiwe kwedijithali anquma ukungabonisani ne-CIO yawo ngaphambi kokuthenga ubuchwepheshe. Kungenzeka ukuthi bakhathazekile ngokubambezeleka lapho bedinga isisombululo samaphuzu esatshalaliswe ngokushesha ukuqedela isinyathelo. Noma mhlawumbe abacabangi ukuthi kubalulekile ukuxhumanisa futhi abafuni umbono wesibili ngezinqumo abazenzile. 

Kepha ukubheka okokufaka kwe-CIO njengokugxambukela kwabangaphandle kuyiphutha. Iqiniso ukuthi, ama-CIO angongoti ekuhlanganiseni idatha, ubuchwepheshe obudingwa ama-CMO lapho kufakwa izixazululo ezintsha. Ama-CMO angaqala ukwakha ubudlelwano obuhle, obuzuzisayo ne-CIO ngokufinyelela ngaphambi kokuphothula ukuthengwa kwe-martech, ukuphatha ukubonisana njengobambiswano.

Ukuhlanganiswa kuqhuba isigaba esilandelayo semartech emisha, ngakho-ke lesi yisikhathi esifanele sokuqinisa ubudlelwano be-CMO-CIO. Imisebenzi eyisisekelo yokuhlanganisa izixazululo eziningi ze-martech zifaka imvamisa azikwazi ukuphatha ukucushwa okuthuthukile, ngakho-ke ama-CMO azodinga ubuchwepheshe bokuhlanganiswa okungenzeka ukuthi abanabo endlini, futhi ama-CIO angasiza.

Iphuzu Lokufakazela: Ukuhlanganiswa Kwedatha Ngaphakathi Kwe-CRM Drives Efficiency Manje

Iningi labakhangisi be-B2B selivele linendawo yokufakazela ukubaluleka kokuhlanganiswa kwedatha namandla alo okwenza ngcono ukusebenza kahle nokushayela okusha. Abathengisi be-B2B abafake i-CRM yenkampani yabo kusitaki sesixazululo sokumaketha bangenza imibiko besebenzisa idatha ethembekile kuwo wonke umuntu, kusuka kozakwabo bokuthengisa kuya ebhodini labaqondisi kanye ne-CEO. 

Abakhangisi abasebenzisa amamethrikhi we-funnel, ukulandela umkhondo nokuqapha ngaphakathi kwe-CRM, bangathuthukisa ukusebenza kahle ngokukhomba nokulungisa izingqinamba zenqubo. Abamakethi abanamathuluzi wokunikeza ngokunembile imali engenayo emikhankasweni besebenzisa idatha ye-CRM bangafaka imali ngokuyimpumelelo ngokunikezela ngokungaguquguquki amadola wesabelomali emikhankasweni ekhiqiza inzuzo enhle kakhulu.

Ngokuxhaswa kokuhlanganiswa okuvela ku-IT, ama-CMOs angabheka amaphrojekthi ukukhiqiza ukusebenza okuthe xaxa, kufaka phakathi i-automation nokunye ubuchwepheshe bokuthengisa obuqhutshwa ubuchwepheshe. Ngokusebenzisana kakhulu nama-CIO, ama-CMO angathola ukwesekwa nobuchwepheshe abudingayo ukukhulisa amathuba we-automation. 

Ama-CMO Angathatha Isinyathelo Sokuqala

Uma usukulungele ukwakha ubudlelwano obuseduze ne-CIO yenkampani yakho, ungathatha isinyathelo sokuqala ngokwakha umuzwa wozwela nokwethembana, njengoba nje ungaqala obunye ubuhlobo bebhizinisi. Mema i-CIO ukuthi ibe nenkomishi yekhofi nengxoxo engahlelekile. Kuningi okufanele kuxoxwe ngakho ngoba izixazululo ze-martech ziya ngokuya zanda kakhulu. 

Ungakhuluma ngezindlela zokusebenzisana ukwenza ngcono isipiliyoni samakhasimende, ukushayela okusha nokwenza ngcono ukusebenza kahle. Ungahlola imigudu emisha yokubambisana, konke kusekelwe ekusebenzeni ngokubambisana ukuze kuzuze inkampani namakhasimende ayo. Lapho ama-CMO nama-CIO ehlangana, wonke umuntu uyawina. 

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