Izinkampani Ezinhlanu Zezindlela zeMartech Zidlala Umdlalo Omude Njengoba Kunikezwe Ukwehla Okulindelekile Kwama-28% Ekusetshenzisweni Kokukhangisa

Kusasa

Ubhadane lweCoronavirus lufike nezinselelo zalo kanye nokufunda okuvela kumbono womphakathi, wobuntu nowebhizinisi. Kube yinselelo ukugcina ukukhula okusha kwebhizinisi ngenxa yokungaqiniseki komnotho namathuba okuthengisa ayiqhwa.

Futhi manje lapho iForrester ilindele ukuthi kungenzeka Ukwehla okungu-28% kwemali oyisebenzisile ekukhangiseni eminyakeni emibili ezayo, ezinye zezinkampani ezingama-8,000 + ze-martech kungenzeka (ngokungafanele) zishikashikeka ukuzikhandla kakhulu zilungiselela.

Kodwa-ke, engikholwa wukuthi kuzogcina amabhizinisi e-martech ekhula phakathi nalolu bhubhane olusele - futhi kuwumkhuba omuhle wesikhathi eside futhi - ukuphinda kabili amandla namandla akhona, amathuluzi kanye nempahla. 

Nayi imibono emihlanu yokonga izinsizakusebenza nokugcina umfutho usebenzisa lokho osunayo: 

  1. Sula ukusilela emuva kanye nemfuhlumfuhlu: Shayela okungaphakathi kwakho Marie Kondo, bese ubuyela emuva ohlwini lwakho lwezinto ezizoze zenziwe isikhathi eside. Ekugcineni naka lezozinto ezingacindezelwa kakhulu ezibekiwe izinyanga, mhlawumbe iminyaka, kepha ezingakhiqiza umkhiqizo esikhathini esifushane nesikhathi eside. Inkampani yethu ibilokhu iqalile ukubuyela emuva izinto emisebenzini yokuthengisa, ezezimali, impumelelo yamakhasimende, nakwezinye izindawo ezisenza sisebenze kahle, futhi zivule namathuba amasha okukhula. 

    Mhlawumbe unokuthuthuka okuyisisekelo kwengqalasizinda obekuqonde ukukwenza kubuchwepheshe bakho. Sebenzisa lesi sikhathi ukubhekana nalezo zinto eziza kuqala futhi uthuthukise ibhizinisi lakho noma imikhiqizo yakho lapho ukuthengisa sekuqala ukubuye kuthathe futhi. 

  2. Yehlisa okunye kwe isikweletu senhlangano: Njengakwezobuchwepheshe lapho sifaka isikweletu sobuchwepheshe, ezinhlanganweni sakha isikweletu senhlangano. Thatha lesi sikhathi ukuchaza kabusha futhi ulungise izinqubo zakho, uhlanze, futhi uhlanganise idatha yakho ukuze ube nokuqonda okungcono kumakhasimende akho, imikhiqizo, kanye nebhizinisi lilonke. Ukubuyela emuva lapho izinqubo noma ukuguqulwa kwezinsizakusebenza kukuvumela ukuthi uthathe indlela ehlanzekile yokuhlela kabusha ishidi kunqubo yakho yebhizinisi eyinhloko. Isibonelo, iqembu lethu lisanda kusebenzisa eyethu iplatifomu yedatha yamakhasimende (CDP) ukuhlela, ukukopisha, nokuhlanza yonke idatha yethu yokuthengisa nokumaketha kuma-silos, ukuze sikwazi ukusebenzisa ukufinyelela okuqondiwe, okuhlosiwe, nge-ROI engcono.
  3. Yazi i-tech yakho: Ngemuva kokutshala ingxenye enhle yesabelomali kuzisombululo ezifanele zobuchwepheshe ekuthengiseni kwakho, ukumaketha, i-IT, nokuningi, izimfuno nezinye izingqinamba kungenzeka zikhawulele amaqembu akho ekusebenziseni ngokuphelele amapulatifomu owakhokhelayo. Kusuka ku-Slack uye ohlelweni lokuzikhethela lwe-CRM yenkampani yakho, sebenzisa lesi sikhathi sokuphumula ukuze ube yi- uchwepheshe kumathuluzi abalulekile kuthuluzi lakho lamathuluzi, noma ujulise ulwazi kumathuluzi angaziwa kakhulu. Ngisho nezinkampani ezinjengoMarketo neMicrosoft ziyalibona leli thuba futhi ukwenza ukuqeqeshwa okuthuthukile kwemikhiqizo yabo kutholakale mahhala
  4. Gxila kumakhasimende akhona: Ukuthengisa kungahle kwehle futhi amathuba ethu ajwayelekile okuthengisa ubuso nobuso anqunyelwe ngesikhathi sobhadane (ukusho okuncane); kodwa, lokho akusho ukuthi izandla zakho ziboshiwe. Njengoba izinkampani zikusebenzisa ngokugcwele lokho ezinakho, lokhu kufaka amakhasimende akhona. Cabanga ngokuthengisa, ukumaketha, impumelelo yamakhasimende, nabanye ukuthola izindlela zokudala ubudlelwano noma ukwandisa ukwethembeka kuwo wonke amakhasimende akho. Ithimba lethu seliqale ukudala nokwabelana ngochungechunge lwamavidiyo wokufundisa ukusiza amakhasimende akhululeke futhi abe nentshisekelo ekusebenziseni izici ezintsha zepulatifomu yethu. 
  5. Phinda kabili emisha: Uqashe okuhamba phambili kakhulu futhi ukhiqiza lokho ocabanga ukuthi kungcono kakhulu. Kepha, kungenzeka yini ukuthi abasebenzi bakho, uma benikezwa ithuba lokusungula izinto ezintsha, bangathuthukisa imikhiqizo nezinqubo ngokwengeziwe? Ngesikhathi sokuphumula, kwenze kube phambili kunkampani yonke ukutshala imali emisha. Qalisa i-hackathon ebanzi yenkampani noma umncintiswano onobungane onikeza abasebenzi ithuba lokuhlaziya, ukuzama, nokuthola izixazululo ezintsha sha. Inkampani yethu muva nje ikwenzile lokhu futhi yathola ukuthi ngama-hacks ambalwa, umkhiqizo wethu ungaba lusizo nakakhulu kuthimba lethu langaphakathi, nakumakhasimende ethu. 

Akunandaba noma ngabe iminyaka emibili ezayo izodlala kanjani, ngikholwa ukuthi lolu bhubhane lusikhumbuze - abaholi bamabhizinisi kanye nabasebenzi ngokufanayo - ukuthi lapho kuvela izinselelo, nawo amathuba. Okuvulela lawo mathuba ithuba lokuqhakaza isiko lenkampani eligqugquzela inkululeko, ubuhlakani kanye nokukhula. Abasebenzi kufanele bakhuthazwe ukuthi bazame izinto ezintsha bese begubha ubuhlakani nezixazululo zabo. 

Akunandaba ukuthi inkampani yakho ye-martech inquma kanjani ukusebenzisa ngokugcwele lokho esivele inakho - kube ukuthi ukugxila kumikhiqizo yakho, amathuluzi, abantu noma amakhasimende - inhloso enkulu ukukhuthaza ugqozi, noma ngezikhathi ezinzima. 

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