Ukuqeqeshwa Kwezokuthengisa Nokumaketha

Indlela Abathengisi Abayiphatha Ngayo Ingozi

Alukho usuku oludlulayo lapho singasizi amakhasimende ethu ukuthi alawule ubungozi. Ngisho nasenkampanini yethu, okwamanje silinganisa ubungozi nemiklomelo yokuhlanganiswa esisanda kuqeda.

  • Ingabe siyatshala ekukhiqizeni ithuluzi futhi siliyise emakethe?
  • Noma ingabe sisebenzisa lezo zinsiza ekukhuleni okuqhubekayo kweminikelo yethu yamanje?

Lezi izinqumo ezinzima ezinikezwa izinsiza ezinomkhawulo kanye nomfutho wamanje esinawo. Asifuni ukuphuthelwa yithuba esilinikezwa lokukhulisa ibhizinisi lethu… kodwa futhi asikwazi ukubeka imali yethu kanye namakhasimende amanje engcupheni. Ingasaphathwa eyokuntula ukuzethemba esikubona emnothweni uwonke!

Abantu, Izinqubo, kanye Nezinkundla

Ukuphathwa ngempumelelo kwengozi yokumaketha kubandakanya ukuhlangana kwabantu, izinqubo, nezinkundla. Ngayinye yalezi zakhi idlala indima ebalulekile ekuhlonzeni, ekuhloleni, nasekunciphiseni ubungozi obungaba khona obuhlobene nemizamo yokumaketha. Ukuqonda ukuncika phakathi kwalezi zici kungaholela endleleni esebenza ngempumelelo yokulawula ubungozi bokuthengisa.

  1. Abantu: Ithalente elingaphakathi kwethimba lakho lezokumaketha kanye nozakwethu bangaphandle, okuhlanganisa amakhono abo, ulwazi lwabo, nolwazi lwabo, lithinta kakhulu ikhono lakho lokuhlonza kanye nokubhekana nezingozi ezingaba khona. Ithimba elihlukahlukene nelinolwazi lingaletha imibono ehlukene etafuleni, linikeze amandla ukuhlolwa kwengozi okubanzi futhi kuthathwa izinqumo ezinolwazi olungcono. Ubuholi obuqinile nokuxhumana okusebenzayo phakathi kwamalungu eqembu nakuyo yonke iminyango nakho kubalulekile ekukhuthazeni isiko lokuqwashisa ngezinhlekelele kanye nokulawulwa kwezinhlekelele.
  2. Izinqubo: Ukusungula izinqubo ezihlelekile zokulawulwa kwezinhlekelele kubalulekile ukuze kuqinisekiswe indlela engaguquki nehlelekile yokuhlonza, ukuhlola, kanye nokubhekana nezingozi. Lezi zinqubo zingase zihlanganise ukuhlolwa kobungozi okuvamile, ukugadwa kwezinkomba zokusebenza ezibalulekile, nokuhlaziywa okuqhubekayo kwamathrendi emakethe nemisebenzi yezimbangi. Ngokusebenzisa izinqubo ezichazwe kahle, inhlangano yakho ingakha uhlaka lwentuthuko eqhubekayo nokuzivumelanisa nezimo ekuphenduleni ubungozi obuvelayo noma ukushintsha kwezimo zemakethe.
  3. Amapulatifomu: Izinkundla namathuluzi asetshenziswa emizamweni yakho yokumaketha nawo angadlala indima enkulu ekulawuleni ubungozi bokumaketha. Ukusebenzisa izinkundla eziqhutshwa idatha zokuhlaziya okumaketha, imininingwane yamakhasimende, kanye nokukalwa kokusebenza kungasiza ekuboneni ubungozi obungaba khona namathuba ngempumelelo kakhudlwana. Ngaphezu kwalokho, izinkundla zokumaketha ezizenzakalelayo zingasiza ukwenza lula izinqubo zokumaketha, ukunciphisa amathuba okuba namaphutha nokuqinisekisa indlela engaguquki yokulawulwa kwezinhlekelele. Ukuhlanganisa lezi zinkundla nezinye izinhlelo zebhizinisi, njenge CRM or ERP amasistimu, angaqhubeka athuthukise ukuphathwa kwengozi ngokunikeza umbono obanzi wokusebenza kwenhlangano yakho kanye nokuba sengozini okungaba khona.

Ngokuhlanganisa ngempumelelo abantu, izinqubo, nezinkundla, inhlangano yakho ingakha isu eliqinile lokulawula ubungozi elibhekana ngqo nezingozi ezingaba khona futhi lisebenzise amathuba avelayo. Le ndlela ingasiza ekunciphiseni umthelela omubi wezingcuphe zokumaketha ebhizinisini lakho futhi yandise amathuba okufinyelela imigomo yakho yokumaketha.

Izinto Eziyingozi Kwezokumaketha

Kwabakhangisi, kunezici ezingenakubalwa ezingaba nomthelela empumelelweni noma ekuhlulekeni kwesu lokumaketha ngale kwesikhathi, okuguquguqukayo kwezomnotho, kanye nesimo sokuncintisana. Ezinye zalezi zici zihlanganisa:

  1. Ithalente: Amakhono, isipiliyoni, kanye nobuchwepheshe bethimba lakho lokumaketha kungaba nomthelela omkhulu ekusebenzeni kwemizamo yakho yokumaketha.
  2. uhlelo lwezikhathi: ukuma kwamasu kwemizamo yakho yokumaketha ngokuhlobene namathrendi emakethe, ukuziphatha kwabathengi, nomjikelezo wempilo womkhiqizo. Isikhathi esisebenzayo singanikeza inzuzo yokuncintisana ngokusebenzisa amathuba, njengokwethulwa komkhiqizo, amathrendi esizini, noma amashifu emakethe.
  3. Ubuchwepheshe: Ingabe sinabo ubuchwepheshe obulungile obungasisiza sisebenzise, ​​sizenze ngokuzenzakalela, sibike ngabo, futhi silungiselele amasu ethu okumaketha? Ingabe kukhona ukutshalwa kwezimali kwentuthuko noma okuvela eceleni esingakwenza okungase kwandise amathuba ethu okuphumelela?
  4. Umnotho: Izinto ezithonya isimo somnotho sisonke, okuhlanganisa ukwehla kwamandla emali, izilinganiso zenzalo, ukuzethemba kwabathengi, nokukhula komnotho. Lokhu okuguquguqukayo kungaba nomthelela ngokuqondile amandla okuthenga nokuziphatha kwabathengi, kubenze babe nokucatshangelwa okubalulekile lapho kwakhiwa isu lokumaketha.
  5. Competition: Izimbangi zingathonya isu lakho lokumaketha ngokukunikeza imikhiqizo noma amasevisi afanayo, uqondise izethameli ezifanayo, noma ukusebenzisa iziteshi ezifanayo zokumaketha. Ukuqonda kahle ukuncintisana kwakho kungakusiza ukuthi ubone amathuba okuhlukanisa, uthuthukise iziphakamiso zenani eliyingqayizivele, futhi ulindele izinsongo ezingaba khona zokuncintisana.
  6. Izilaleli ezibhekele: Izithameli eziqondiwe ezichazwe kahle zibalulekile empumelelweni yanoma yiliphi isu lokumaketha. Ukungaqondi kahle noma ukunganaki izidingo, izintandokazi, kanye nokuziphatha kwababukeli bakho okuhlosiwe kungaholela emizamweni yokuthengisa engasebenzi.
  7. Isiphakamiso senani: Isiphakamiso senani siyinhlanganisela eyingqayizivele yezici, izinzuzo, kanye nentengo ehlukanisa umkhiqizo noma isevisi yakho kwabaqhudelana nayo. Isiphakamiso senani esibuthakathaka noma esingacacile singenza kube nzima emizamweni yakho yokumaketha ukuthi ihambisane nezithameli zakho ozihlosile.
  8. Iziteshi zokumaketha: Ukukhetha iziteshi ezifanele zokumaketha ukuze ufinyelele izethameli ozihlosile kubalulekile. Impumelelo yesu lakho lokumaketha ingathonywa ukusebenza kahle kweziteshi ozisebenzisayo, njengenkundla yezokuxhumana, i-imeyili, ukumaketha okuqukethwe, noma ukukhangisa okukhokhelwayo.
  9. Umlayezo nokudala: Ukuthunyelwa kwemiyalezo nokudala kwezinto zakho zokumaketha kufanele kuhambisane nezithameli ozihlosile futhi kukhulume ngempumelelo isiphakamiso sakho senani. Imiyalezo engalungile noma okubukwayo okungakhangi kungaholela ekuntulekeni kokubandakanyeka noma intshisekelo kumakhasimende angaba khona.
  10. Isabelomali kanye nokwabiwa kwezinsiza: Ukuba nesabelomali esanele kanye nokwaba izinsiza ngendlela efanele kubalulekile ukuze uphumelele isu lakho lokumaketha. Ukuxhaswa ngezimali okunganele noma ukuphathwa kabi kwezinsiza kungakhinyabeza ukwenziwa kanye nomthelela wemizamo yakho yokumaketha.
  11. Ukuvumelana komkhiqizo: Isu lokumaketha eliyimpumelelo lidinga ukuhlanganiswa nokuvumelana kwemiyalezo kanye nokwenza uphawu kuzo zonke iziteshi zokumaketha. Imizamo yokumaketha engahambisani noma engahlangani ingase idide izethameli ozihlosile futhi inciphise umlayezo wakho womkhiqizo.
  12. Izibalo nesilinganiso: Ikhono lokulinganisa nokuhlaziya ukusebenza kwemizamo yakho yokumaketha libalulekile ukuze uthole ukuthi yini esebenzayo nengasebenzi. Ukuntuleka kwezibalo ezifanele nokulinganisa kungenza kube nzima ukukhulisa isu lakho lokumaketha futhi uzuze imiphumela oyifunayo.
  13. Ukuzivumelanisa nezimo nokuba lula: Ikhono lokuzivumelanisa nokushintsha isu lakho lokumaketha ekuphenduleni izinguquko zemakethe, izitayela ezivelayo, noma imininingwane emisha ibalulekile empumelelweni yesikhathi eside. Amasu okuthengisa aqinile noma aphelelwe yisikhathi angaholela ekwehleni kokusebenza kahle nemiphumela.
  14. Ukuqondanisa kwenhlangano: Impumelelo yesu lokumaketha ingathonywa izinga lokusekela nokusebenzisana kweminye iminyango ngaphakathi kwenhlangano yakho. Ukuntuleka kokuqondanisa phakathi kokumaketha neminye imisebenzi, njengokuthengisa noma ukuthuthukiswa komkhiqizo, kungaphazamisa ukusebenza kahle okuphelele kwemizamo yakho yokumaketha.
  15. Izici zangaphandle:
    Izinto ezingaphandle kokulawula kwakho, njengezinguquko zokulawula, intuthuko yezobuchwepheshe, noma izinguquko zezenhlalo namasiko, zingaba nomthelela empumelelweni noma ekuhlulekeni kwesu lakho lokumaketha. Ukwazi lezi zici nokulungisa isu lakho ngendlela efanele kubalulekile ukuze uhlale unokuncintisana futhi ufanelekile.

Yebo... akulona uhlu oluncane lolo. Kodwa yileyo abakhangisi ababhekana nayo nsuku zonke ukuze bathuthukise imiphumela yebhizinisi amakhasimende ethu ayitholayo kanye nokukhulisa utshalomali lwabo ekuboniseni kwethu amalayisense epulatifomu.

Ukunciphisa Ingozi

Ukuhlola ubuchwepheshe noma indlela entsha yokumaketha kungaba ibhalansi ethambile phakathi kokusebenzisa amathuba angaba khona kanye nokunciphisa ubungozi obuhambisana nokwehluleka okungaba khona. Nazi ezinye izinyathelo okufanele uzicabangele lapho uhlola ukutholwa:

  1. Ucwaningo nokukhuthala okufanele: Qala ngokucwaninga ubuchwepheshe noma i-medium kahle. Qonda izici zayo, amakhono, izinzuzo, kanye nemikhawulo. Phenya inkampani ngemuva kobuchwepheshe, irekhodi layo, uxhaso lwezimali, nesithunzi semakethe. Qondanisa izinsiza zakho zangaphakathi (isabelomali, ithalente, umugqa wesikhathi) nobuchwepheshe ukuze uqinisekise ukuthi ifanele inhlangano yakho.
  2. Thola izinjongo zakho: Chaza izinhloso zakho zokumaketha futhi ucabangele ukuthi ubuchwepheshe obusha noma imidiya ingakusiza kanjani ukufeza lezo zinhloso. Nquma ukuthi ingabe ubuchwepheshe buhambisana nezethameli ozihlosile, amathrendi embonini, kanye namasu okuthengisa jikelele.
  3. Hlola isimo sokuncintisana: Bheka ukuthi izimbangi zakho basebenzisa (noma abangasebenzisi) ubuchwepheshe noma imidiya. Uma sebevele beyamukela, cabanga ukuthi ungakwazi yini ukuzihlukanisa noma unikeze isixazululo esingcono. Uma kungenjalo, hlola inzuzo engaba khona yomguquli wokuqala.
  4. Umshayeli wendiza nokuhlola: Ngaphambi kokuzinikela ngokugcwele, yenza amaphrojekthi okulinga noma izivivinyo ezincane ukuze uqinisekise ukusebenza kahle kobuchwepheshe kanye nokufaneleka kwabo ngaphakathi kwesu lakho lokumaketha. Lokhu kuzokusiza ukuthi uqonde umthelela wako ongaba khona kuzithameli ozihlosile futhi ulungise indlela yakho.
  5. Bala i-ROI: Hlaziya imbuyiselo engaba khona ekutshalweni kwezimali (RIO) yokwamukela ubuchwepheshe, okuhlanganisa ukonga izindleko, ukwanda kokufinyelela, kanye namazinga okuguqulwa athuthukisiwe. Qhathanisa i-ROI engaba khona nezingozi ezihlobene nokwehluleka kobuchwepheshe.
  6. Yakha uhlelo lwesimo esiphuthumayo: Lungiselela uhlelo lokuthi uzosiphatha kanjani isimo uma ubuchwepheshe buhluleka noma bungalethi imiphumela elindelekile. Lokhu kungase kuhlanganise amasu okumaketha, ukwaba kabusha izinsiza, noma ukuphendukela kubuchwepheshe obuhlukile.
  7. Gada futhi uvumelanise: Hlala uqaphe ukusebenza kobuchwepheshe, impendulo yomsebenzisi, namathrendi emakethe. Lungela ukulungisa isu lakho lokumaketha uma ubuchwepheshe bungahlangabezani nokulindelwe noma uma kuvela amathuba amasha.
  8. Qala kancane futhi ukhuphule: Uma ubuchwepheshe bubonakala buyimpumelelo, kancane kancane wandise utshalomali lwakho kubo. Ngale ndlela, unganciphisa ubungozi bakho ngenkathi usebenzisa izinzuzo ezikunikezayo.

Ngokulandela lezi zinyathelo, ungakwazi ukuhlola ngokucophelela ukwamukelwa kobuchwepheshe noma indlela entsha yokumaketha kuyilapho unciphisa ubungozi obuhlobene nokwehluleka okungenzeka.

I-Risk Frameworks

Kunezinhlaka ezimbalwa ochwepheshe bezentengiso abangazisebenzisa ukuze bahlole, baphathe, futhi banqobe ubungozi obuhambisana namasu abo okumaketha kwedijithali. Nazi ezinye zezinhlaka ezidume kakhulu nezisebenzayo:

  1. Ukuhlaziywa kwe-SWOT: The I-SWOT uhlaka lusiza abathengisi ukuthi bahlaziye amandla abo, ubuthakathaka, amathuba, kanye nezinsongo. Ngokuhlonza lezi zici, ochwepheshe bezokuthengisa bangaqonda ubungozi obuhambisana namasu abo futhi benze izinqumo ezinolwazi.
  2. I-TOWS Matrix: The AMATHWALA i-matrix iyisandiso sokuhlaziywa kwe-SWOT okugxile ekuthuthukiseni amasu ngokuqhathanisa amandla nobuthakathaka namathuba nezinsongo. Lolu hlaka luvumela abakhangisi ukuthi bahlole izinketho zamasu ahlukene futhi balawule ubungozi ngempumelelo.
  3. PESTLE Ukuhlaziya: PESTLELE imele ezombangazwe, ezoMnotho, ezeNhlalo, ezobuChwepheshe, ezoMthetho kanye nezeMvelo. Lolu hlaka lusiza abakhangisi ukuthi bahlole izinto zangaphandle ezingaba nomthelela kumasu abo okuthengisa okudijithali futhi babone ubungozi obungaba khona.
  4. I-Risk Matrix: I-matrix yobungozi iyithuluzi eliyisithombe elisetshenziselwa ukuhlola ukuba nokwenzeka nomthelela wezingozi ezingaba khona. Isiza abakhangisi ukuthi babone ngeso lengqondo futhi babeke phambili izingozi ngokusekelwe ebucayini bazo, okubenza bakwazi ukuzilawula nokuzinciphisa ngempumelelo.
  5. I-OODA Loop: The OODA Uhlaka lumele i-Observe, Orient, Decide, and Act, futhi luvumela abakhangisi ukuthi bakwazi ukuqapha ngokuqhubekayo amasu abo okumaketha kwedijithali, bakhombe ubungozi, futhi benze izinguquko ngesikhathi sangempela.
  6. Izindlela Zokuhluleka Nokuhlaziywa Kwemiphumela: I-FMEA kuyinqubo ehlelekile esetshenziselwa ukuhlonza ukwehluleka okungaba khona ohlelweni, umkhiqizo, noma inqubo futhi ihlole imiphumela yako. Ekukhangiseni kwedijithali, i-FMEA ingasetshenziswa ukuhlola ubungozi obungaba khona kanye nomthelela wabo kuhlelo lokumaketha jikelele.
  7. Ukuhlela Isimo: Ukuhlelwa kwesimo kuhilela ukudala izimo zesikhathi esizayo ezihlukene kanye nokuhlaziya umthelela wazo ongaba khona kumasu okumaketha kwedijithali. Le ndlela isiza ochwepheshe bezokumaketha ukuthi balindele ubungozi obungaba khona futhi bathuthukise izinhlelo zezimo eziphuthumayo.

Ngokusebenzisa lezi zinhlaka, ochwepheshe bezokumaketha bangakwazi ukuhlola kangcono, ukuphatha, futhi banqobe ubungozi kumasu abo okumaketha kwedijithali. Ukwengeza, kubalulekile ukuqhubeka uqapha futhi ulungise amasu asekelwe emininingwaneni emisha, idatha, nezinguquko ezimakethe.

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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