Ikusasa leMartech

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Ikusasa kanye nekusasa lobuchwepheshe bokumaketha kwaxoxwa ngakho futhi kwathathwa ekuqaleni Ingqungquthela yaseMartech eBoston. Bekungumcimbi othengisiwe ohlanganise abaholi bemicabango abahlukahlukene emhlabeni waseMartech. Ngaphambi kwesikhathi, ngaba nethuba loku ukuxhuma nosihlalo wengqungquthela, UScott Brinker, ukuxoxa ngokuziphendukela komkhakha nokuthi indima ye OyiChief Marketing Technologist sekuyindima okumele ube nayo ezinhlanganweni zokumaketha emhlabeni wonke.

Engxoxweni yethu, uScott ugcizelele, ngokumangazayo:

Inselelo enkulu yokwamukelwa kweMartech, ingumuntu ngaphezu kobuchwepheshe. Ubuchwepheshe bokumaketha buvumele izindlela ezintsha zabakhangisi ukuphatha izinhlangano zabo nokusebenzisa imali, ukuzibandakanya namathemba, nokukala imiphumela yezokumaketha, kepha kusadingeka ukucabanga okusha, imikhuba namakhono kumaqembu wokumaketha ukuze babone amandla aphelele.

Njengendima ye- ubuchwepheshe bokumaketha (kuwo wonke amazinga) iyaqhubeka nokuthola umfutho, uScott uchaze ukuthi indima uqobo lwayo iqala kanjani ukushesha. Ukugcizelela, waphawula lapho eqala eyakhe @Chiefmartec blog ngo-2008, imiphumela yosesho lwe-Google yaveza ukubalulwa okungama-245. Namuhla, OyiChief Marketing Technologist inamahlu angaphezu kwama-376,000. Ubuye wachaza ukuthi inani lale ndima libukeka ligxile kwiminikelo emine ebalulekile, efaka:

  • Ukusebenzisana phakathi kokumaketha kanye ne-IT
  • Usebenza njengomeluleki othembekile we-CMO ezindabeni zokuthi ubuchwepheshe bulithinta kanjani isu lokumaketha lenkampani
  • Ukulawula izici zobuchwepheshe zobudlelwano phakathi komnyango wezokumaketha kanye ne-bevy yabahlinzeki bezinsizakalo zokumaketha - ama-ejensi ahlukile, osonkontileka, abathengisi be-software
  • Ukusiza iqembu elibanzi lokumaketha - abathengisi okungebona abezobuchwepheshe - ukusebenzisa ubuchwepheshe ngempumelelo

UScott uphinde walinganisa umthelela kaMartech kuzabelomali zokumaketha, egcizelela ukuthi "Zonke izinkomba zikhomba ukuthi ukumaketha kuzoqhubeka nokwandisa utshalomali lwayo kwezobuchwepheshe ezingeni elibonakalayo." Eqinisweni, engqungqutheleni yaseMartech, ULaura McClellan, umhlaziyi omkhulu weGartner Group, uvuselele ukubikezela kwakhe ukuthi Ama-CMO azosebenzisa imali ethe xaxa kwezobuchwepheshe bese kuba ama-CIO by 2017.

ULaura umemezele ukuthi sesivele sesifikile kuleli banga eliyingqophamlando, eminyakeni emithathu ngaphambi kwesikhathi. UScott ugcizelele ubuchwepheshe bokumaketha kulapho amathuba amakhulu ekhona. Imali yokuxhasa ukutshalwa kwezimali kwezobuchwepheshe ivela emithonjeni ehlukahlukene: ukonga izindleko ekusebenzeni okuthuthukile ngenxa yokusebenza okuzenzakalelayo futhi analytics, ukushintsha kusuka kusabelomali semidiya, ukushintsha kokubalulekile kokusetshenziswa kwe-IT, kanye nesabelomali esisha sokukhangisa esigunyazwe yi-CEO ukudala amakhasimende amasha kanye nemali engenayo.

Uma ubheka phambili emngceleni omkhulu olandelayo weMartech, uScott ubikezela emisha emisha kakhulu ekusithekeni ukuze enze "izitaki" zokumaketha zibe lula ukwakhiwa nokuphathwa. Ngenxa yalokhu, uthi, lokhu kuzoba “yindlela enkulu yokunika amandla abathengisi ukuthi bazame ngentuthuko ethe xaxa ngaphandle kokufakwa ekhanda eliyinkimbinkimbi lokuhlanganiswa ngakunye.”

Njengoba ingqungquthela yokuqala yeMartech isemuva kwethu, kunenjabulo enkulu nokubonakala kobuchwepheshe bokumaketha nomsebenzi wokuzinikela kwawo. Njengomuntu obekhona, bekuthembisa ukuzwa izikhulumi ziqinisa isidingo sokuhlanganiswa phakathi kwezixazululo zeMartech, into esikholelwa kuyo Hlanganisa kubaluleke kakhulu ekuphumeleleni kokumaketha. Kwakukhona futhi ne-banter ebalulekile ezungeze impi yamathalente yabathengisi be-tech-savvy abakwaziyo ukwakha, ukuphatha nokwenza ukukhangisa okuhlanganisiwe okuqhuba imiphumela ethuthukisiwe.

Kuzoba mnandi ukubona ukuthi thina njengama-CMO sikuthatha kanjani lokhu kudinga okukhuphukile njengoba izindima zethu ziguquka futhi zikhula. Lokhu bekubuye kube yingqikithi engqungqutheleni - ama-CMO angazichaza kanjani izimakethe, athuthukise futhi aphathe imikhiqizo nezinhlelo futhi athole futhi agcine amakhasimende. Akuwona umsebenzi olula, onobuchwepheshe noma ongenabo

Ngenkathi kwakukhona ukuthatha okuningi okubalulekile okususelwa ku- I-Martech, iphuzu elilodwa lokuvumelana ngazwi linye phakathi kwabahlanganyeli kwakudingeka isu leMartech. Ama-CMO nezinhlangano zokumaketha azikwazi ukukhokhela ukudla kwabo ubuchwepheshe, abantu kanye nenqubo. Badinga isu elihlanganisiwe ukuze bakwazi ukushayela nokukala imiphumela. Ikusasa leMartech selifikile. Njenge-CMO, ngiyajabula ukuba nesihlalo esiphambili kuMartech rollercoaster.

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