Amaphutha angu-7 Ozowenza Ekumaketheni Kokusebenza

Ukuphathwa kokusebenza kokumaketha kwe-Allocadia

Izabelomali ze-CMO ziyancipha, njengoba abathengisi belwa nokuvuthwa kwezezimali, ngokusho kukaGartner. Ngokuhlolisiswa okukhulu ngokutshalwa kwemali kwabo kunanini ngaphambili, ama-CMO kufanele aqonde ukuthi yini okusebenzayo, okungasebenzi, nokuthi bangalisebenzisa kuphi idola labo elilandelayo ukuqhubeka nokwandisa umthelela wabo ebhizinisini. Faka Ukuphathwa Kokusebenza Kwezentengiso (MPM).

Kuyini Ukuphathwa Kokusebenza Kwezentengiso?

I-MPM iyinhlanganisela yezinqubo, ubuchwepheshe, nezenzo ezisetshenziswa yizinhlangano zokumaketha ukuhlela imisebenzi yezokumaketha, ukuhlola imiphumela ngokuqhathaniswa nezinhloso ezisunguliwe, nokwenza izinqumo ezinomthelela omkhulu.

Kodwa-ke, namuhla, zingama-21% kuphela izinkampani ezinamandla okuqonda ngokugcwele ukunikela kwezeMali kumali engenayo, ngokusho kuka Isifundo se-Allocadia's 2017 Marketing Performance Maturity Benchmark Study. Lolu cwaningo lucijile lwangena enkingeni ezingxoxweni ezisezingeni nama-CMO aholayo kanye nocwaningo olubanzi lokulinganisa.

Izici Ezine Zempumelelo Zabathengisi Abenza Kakhulu

Kukonke, ngenkathi imboni isenomsebenzi omningi okufanele iwenze ukuthuthukisa ukwamukelwa nokuvuthwa kwe-MPM, kunezinhlangano ezihola phambili ezibekela indinganiso yontanga yazo.

Sithole izinto eziningi zempumelelo ezabiwe kulaba bakhangisi abasebenza kahle:

  1. Ukugxila okuqinile kudatha yokusebenza eyinhloko; utshalomali, ukubuyisa, kanye nokubukwa kwamasu wedatha njenge-ROI
  2. Ukusetshenziswa okungaguquguquki kobuchwepheshe emhlabeni jikelele, nokuhlanganiswa phakathi kwazo zonke izingxenye zesitaki sabo sobuchwepheshe.
  3. Imithombo yedatha ehlanzekile ngokucophelela.
  4. Isilinganiso esifakazela inani laso ebhizinisini nasezinhlosweni zalo

Ucwaningo luye lwaveza namaphutha ayisikhombisa amaphutha enziwa yizinhlangano maqondana ne-MPM:

  1. Ubuchwepheshe obuphelelwe yisikhathi kakhulu - Amaqembu wokuthengisa ancike emisha yezinhlelo zesimanje zeCRM. Ezezimali beziphethwe yizinhlelo ze-ERP iminyaka. Kodwa-ke, izinhlangano ezingama-80% zisasebenzisa i-Excel ngandlela thile ukulandelela umthelela wokumaketha ebhizinisini. Ucwaningo lwethu luthole ukuthi izinhlangano ezingama-47% azisebenzisi iyiphi ubuchwepheshe obakhelwe injongo nhlobo uma kukhulunywa ngokuhlelwa noma ukuphathwa kotshalo-mali (imisebenzi esemqoka ye-Marketing Performance Management) Ngokuphambene nalokho, izinhlangano ezikhula kakhulu zisebenzisa amandla Isoftware Yokulawulwa Kokumaketha I-3.5X kaningi kunaleyo enokukhula okuyisicaba noma okungalungile.
  2. Izilinganiso zokumaketha ezilula hhayi kuyenzeka - Ucwaningo lwethu luthole ukuthi bangama-6% kuphela abathengisi abezwa ukuthi izilinganiso zabo zisiza ekutholeni isenzo esilandelayo sokukhangisa. Lokho kushiya i-94% yalabo abasezifundweni zethu ngaphandle kwesiqondiso esibekiwe sokuthi bangasisebenzisa kuphi isabelomali sabo esilinganiselwe nezinsizakusebenza.

    Izimfanelo ze-MPM zihluke kakhulu kulezo zokulinganisa ukumaketha. Uma isilinganiso sokumaketha se-B2B simele lokho umshayeli akubonayo esibukweni sangemuva semoto, khona-ke i-MPM isebenza njengezibani zangaphambili kanye nesondo lokushayela lemoto uqobo ezithuthukisa ukubonakala nokulawula komshayeli. Allison Snow, Umcwaningi Omkhulu Wocwaningo, Forrester

  3. Ukungahambi kahle phakathi kokumaketha nebhizinisi - Izinkampani ezilindele ukukhula kwemali engenayo engaphezu kuka-25% zinamathuba aphindwe kabili okuba nemibiko yezinga le-CMO ekhombisa umnikelo we-Marketing ebhizinisini. Lawa mabhizinisi okukhula okuphezulu cishe acishe abe yi-2.5X kunezinhlangano ezingenzi kahle ukubona imininingwane yokuthengisa neyokuthengisa njalo noma ivame ukuhambisana nezinhloso zenkampani. Lokho kusho ukuthi abaholi be-MPM banemisebenzi engenayo yebhizinisi elisebenza ngokungahambisani nezinhloso zenkampani.
  4. Izinkinga zobudlelwano be-CFO ne-CMO - Izinhlangano ezihamba phambili esifundweni sethu zazinamathuba ama-3X okuqondanisa imisebenzi Yezokumaketha Nezezimali. Kodwa-ke, yi-14% kuphela yezinhlangano zokumaketha jikelele ezibone ezezimali njengozakwethu othembekile wecebo, kanti ama-28% kungenzeka ukuthi akanabo ubudlelwano nezimali noma akhulume kuphela lapho ephoqelelwa. Lokhu kuyingozi enkulu njengoba ukumaketha kusebenza ukuvikela amabhajethi afanele, futhi kubekela umkhawulo embonweni wokumaketha njengengxenye yamasu ebhizinisi. Ukwethenjwa kwe-CFO kubalulekile kuma-CMOs anamuhla.Ngokungafani nabasebenza kancane, ucwaningo lwethu luthole ukuthi izinhlangano ezikhula kakhulu zisebenzisana nezezimali ukulandelela izimali nezilinganiso (57% uma kuqhathaniswa nezinkampani ezingama-20% ezinokukhula okuluhlaza / okungekuhle). Futhi zikulungele kakhulu ukuhambisana nezezimali ezilinganisweni zezabelomali nezimbuyiselo (i-61% uma kuqhathaniswa ne-27% kuphela yezinkampani ezithola ukukhula okuyisicaba noma okungekuhle.)
  5. Utshalomali olubi, isabelomali nokuhlela ikhwalithi yedatha - Ikhwalithi yedatha (ephathelene nokutshalwa kwezimali, isabelomali nokuhlela) kuyinselelo ejwayelekile ezinhlanganweni, evimbela ukubika kanye nekhono lokwenza izinqumo ezingcono zokumaketha. Kuphela yi-8% yezinhlangano ezinemininingwane yokumaketha, yokuthengisa neyezimali endaweni eyodwa yokugcina idatha esebenza njenge “umthombo owodwa weqiniso.” futhi ama-28% kuphela azizwa ukuthi idatha yezokumaketha iyabalwa futhi ifomethwe kahle (lokhu kufaka leyo 8% yokuqala).
  6. Ukuntuleka kokubonakala kumamethrikhi okuqala - Zingu-50% kuphela izinhlangano ezibika ukubonakala okugcwele, noma okungcono, kumamethrikhi wokukhangisa oyisisekelo. U-13% walabo babike ukuthi abazi ngisho nokuthi yonke idatha yabo ihlala kuphi futhi ayikwazi ukugijima noma yimiphi imibiko. I-Ouch.
  7. Ukusetshenziswa okungahambisani kweMartech - Izinkampani ezihlala zihlanganisa ubuchwepheshe kuyo yonke inhlangano yazo yezentengiso zingu-5X ngokunokwenzeka ukubona ukukhula okungu-25% + kwemali kunalezo ezinokukhula okuyisicaba noma okungalungile (57% vs. 13%). Ngaphezu kwalokho, ukusetshenziswa okungaguquguquki kobuchwepheshe bokumaketha (isb. Ukumaketha okufanayo ezenzekelayo esikhundleni sabathengisi abathathu abahlukene kuyo yonke inhlangano) kwenza umehluko. Cishe izinkampani ezingama-60% ezilindele ukwanda kwesabelomali ngaphezulu kwe-10% zibika ukusetshenziswa kwazo kobuchwepheshe bokumaketha kuzo zonke izinhlangano ukuthi zihlale zikhona noma zihlala zingaguquguquki, uma kuqhathaniswa nama-36% alabo abanokukhula okuphansi kuya kokubi. Ekugcineni, ama-70% ezinkampani ezilindele ukuthi imali inyuke babe nokucaca okuhle noma okuhle kakhulu kwemephu yabo yomgwaqo wobuchwepheshe bokumaketha, uma kuqhathaniswa nama-27% alabo abanokulindeleka kokukhula okungekuhle.

Izindaba ze-MPM Kuyo Yonke I-CMO

Ukumaketha manje sekufanele kubheke inhlangano yabo njengebhizinisi, hhayi umsebenzi nje. Kumele benze inani ngalinye ledola ukukhulisa ukusebenza kweqembu labo futhi bafakazele umthelela wabo.

Ama-CEO alindele ukuthi ama-CMO akwazi ukuhlaziya kalula ukuthi ukumaketha kunikela kanjani emgqeni. Lapho ama-CMO ukufinyelela idatha, konke kuyashintsha. Umbukeli we-CMO Jen Grant, kufayela le- ingxoxo yakamuva neCMO.com

Ama-CMO aphumelela kulokhu athola ukwethenjwa nokuzethemba kontanga yabo, kanye nokuvikeleka kokwazi imizamo yabo kuyalinganiswa futhi kubaluleke. Labo abangaphumeleli babelwe ukuthatha ama-oda nokwenza, kunokubeka amasu nokuhola. Ukuze ufunde kabanzi nge-MPM:

Landa i-Full Benchmark Report

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