Amasu Okuqukethwe Okujwayelekile kokuthi ama-CMO Anciphise Ukungcoliswa Kwedijithali

Amasu Okuqukethwe Okujwayelekile

Kufanele kukuthuse, mhlawumbe kuze kukucasule, ukufunda lokho U-60-70% wabakhangisi bokuqukethwe okudalayo iyasetshenziswa. Akukhona nje kuphela ukuthi lokhu kumosha ngendlela emangalisayo, kusho ukuthi amaqembu akho awashicileli noma asabalalisi okuqukethwe ngendlela ehlelekile, ingasaphathwa eyokukwenza lokho okuqukethwe kube okomuntu siqu ukuze kuzuzwe ikhasimende. 

Umqondo okuqukethwe kwe-modular ayiyona into entsha - isesekhona njengemodeli ecatshangwayo kunokuba ibe yinto engokoqobo yezinhlangano eziningi. Esinye isizathu umqondo - ukushintsha kwenhlangano okudingekayo ukuze ukwamukele ngokweqiniso - esinye kubuchwepheshe. 

Okuqukethwe kwe-modular akulona nje iqhinga elilodwa, akuyona into okufanele yengezwe esifanekiso sokuhamba komsebenzi sokukhiqiza okuqukethwe noma indlela yokuphatha iphrojekthi ukuze kusekelwe nje umsebenzi. Kudinga ukuzibophezela kwenhlangano ukuguqula indlela okuqukethwe namathimba ahlakaniphile asebenza ngayo namuhla. 

Okuqukethwe kwe-modular, okwenziwe kahle, kunamandla okuguqula konke umjikelezo wempilo wokuqukethwe futhi kunciphise kakhulu umkhondo wakho wokuqukethwe okumoshayo. Yazisa futhi ilungiselela ukuthi amaqembu akho: 

  • Yenza amasu, ucabange, futhi uhlele okuqukethwe 
  • Dala, Hlanganisa, sebenzisa kabusha, futhi uhlanganise okuqukethwe 
  • Umakhi, imodeli, kanye nokuqukethwe okuqoqiwe 
  • Landelela, futhi unikeze imininingwane, okuqukethwe nemikhankaso 

Uma lokhu kuzwakala kunzima, cabanga ngezinzuzo. 

I-Forrester ibika ukuthi ukusetshenziswa kabusha kokuqukethwe okuzuzisayo ngokusebenzisa izingxenye zemodular kuvumela amabhizinisi ukuthi ahlanganise ngokwezifiso - kungaba okomuntu siqu noma okwendawo - ukuzizwisa kwedijithali ngokushesha kakhulu kunemodeli evamile, eqondile yokukhiqiza nokuphatha okuqukethwe. Izinsuku zokuzizwisa kokuqukethwe okokukodwa nokwenziwa seziphelile, noma okungenani zidinga ukuba njalo. Okuqukethwe kwe-modular kusiza ekuqhubekiseni ingxoxo ehlala ivuliwe, eqhubekayo ngokuxoxisana nokuqukethwe nezithameli zakho ngokunika amandla amaqembu ukuthi asebenze ngamabhulokhi angawodwana wokuqukethwe namasethi wokuqukethwe ukuze axube futhi axube kabusha ukuzizwisa kwesifunda noma okuqondene nesiteshi engxenyeni yesikhathi obekungasithatha ngokwesiko. . 

Ngaphezu kwalokho, ukuthi okuqukethwe bese kuyeka ukuba amandla okuthengisa kanye nokusheshisa okufanele kube yikho. Ecaphuna uForrester futhi

U-70% wabadayisi abathengisayo bachitha phakathi kwehora elilodwa neziyi-14 isonto ngalinye benza okuqukethwe ngokwezifiso kwabathengi babo … [kuyilapho] u-77% wabakhangisi be-B2B nabo babika izinselele ezibalulekile eziqhuba ukusetshenziswa okufanele kokuqukethwe nezithameli zangaphandle.

Forrester

Akekho ojabulile. Ngokuqondene ne-upside:

Uma ibhizinisi elikhulu lichitha cishe u-10% wemali engenayo ekukhangiseni, izindleko zokuqukethwe zinjalo 20% kuya ku-40% wokumaketha, nokusetshenziswa kabusha kuthinta kuphela u-10% wokuqukethwe ngonyaka, sekunokongiwa kwezigidigidi zamadola. 

Kuma-CMO, okukhathaza kakhulu okuqukethwe yilezi:

  • Isivinini sokuya emakethe – singawasebenzisa kanjani amathuba emakethe, sicule okwenzekayo njengamanje kodwa futhi sibheke lapho kuphakama izenzakalo ezingalindelekile. 
  • Nciphisa ingozi - ingabe ubuciko bunakho konke okuqukethwe okugunyazwe kusengaphambili abakudingayo ukuze banciphise ukubuyekezwa nokugunyazwa futhi bathole okuqukethwe kwebhrendi, okuthobelanayo ukuze kumakethwe ngesikhathi? Ziyini izindleko zegama elibi lomkhiqizo? Kudingeka isipiliyoni esisodwa kuphela ukushintsha imiqondo yezigidi (ijuba). 
  • Yehlisa imfucuza – Ingabe ungumngcolisi wedijithali? Ibukeka kanjani iphrofayili yakho kadoti mayelana nokuqukethwe okungasetshenzisiwe? Ingabe usalandela imodeli ende yomjikelezo wokuphila wokuqukethwe? 
  • Ukwenza kube ngokwakho okwenyukayo - Ingabe amasistimu ethu akhelwe ukusekela ukuhlanganiswa okungaqondile kokuhlangenwe nakho komuntu siqu okunomongo kuwo wonke amashaneli ngokusekelwe kokuthandwayo, umlando wokuthenga, isifunda, noma ulimi? Ingabe uyakwazi ukwakha ngobuchule okuqukethwe ozokusebenzisa ngesikhathi esibalulekile sesidingo - okwenzelwe umzuzu - kodwa futhi uqinisekise ukuthobela, ukubeka uphawu, nokulawula kanye nokuqinisekiswa kwekhwalithi kuwo wonke umjikelezo wokuphila wokuqukethwe ngaphandle kwenqubo ekhandlayo, edla isikhathi?
  • Ukuzethemba kusitaki sakho se-martech - Ingabe unabo abalingani abaqinile bezobuchwepheshe kanye nompetha bebhizinisi? Futhi, kubaluleke kakhulu, ingabe idatha yakho iqondaniswe phakathi kwamasethi amathuluzi akho? Ingabe uke wenza izivivinyo ukuze udalule imininingwane engcolile futhi wenze isikhala sokuphathwa okuyinkimbinkimbi kanye noshintsho lwenhlangano oludingekayo ukuze uqondanise ubuchwepheshe bakho bokumaketha nebhizinisi? 

Phezu kwakho konke lokhu, iChief Marketing Officer (I-CMO) umsebenzi uwukuhambisa umkhiqizo wakho usuke esilinganisweni uye kungqondongqondo. Ukuthi uyaphumelela noma cha, ukuthi wenza kanjani ngakho, kuwukubonakaliswa okuqondile kwe-CMO uqobo - ukuthi bayiphathe kanjani imali yepolitiki, indawo yabo ku-c-suite, ikhono labo lokunquma noma ukuqeda amaphrojekthi nemiyalezo ehlulekile, kanye vele ukumosha, nokuthi konke lokho kugadwa futhi kufakwe kanjani imephu ukuze kube impumelelo yeqembu kanye nebhizinisi.  

Ukushesha, ukubonakala, nokukhanyela okudingekayo kulokhu kushintsha kwengqondo kudlula ukukhiqizwa kokuqukethwe nolwazi lwedijithali. Le modeli iqhuba amasu okumaketha okuqukethwe ngamabomu, anenhloso kanye nokuqukethwe kwekhwalithi ephezulu kusetshenziswa izinsiza ezimbalwa, nazo zonke izingxenye ezakhelwe ukusekela umuzwa ngamunye, okuqukethwe kwakho okuncane noma amabhulokhi e-modularized, ukuphoqa abaphindaphindi ukuthi basebenzise okuqukethwe kwakho okuhle kakhulu ngokusobala kuzo zonke izithameli zakho.

Ngokusebenzisa okuqukethwe kwemojula njengesisusa soshintsho, ukuze uthole indlela entsha yokusebenza, uhlela lokho obekungenzeki ngaphambili ukuthi izinkampani ezinkulu zikufeze. Futhi kudlulela ngale kokuqina okumsulwa - futhi usiza amaqembu akho ukuthi agxile kakhulu esikhathini esizayo, uphakamisa abadali bakho ukuze unciphise ukutubeka nokudonsa kwenhlangano. Uthatha isikhundla ekubekeni ukugcizelela kokuqukethwe okubaluleke kakhulu njengemikhiqizo namasevisi owathengisayo, futhi ekugcineni, ufaka ukuzibophezela ekunqandeni ukumosha nokuqinisekisa ukuthi umlayezo wakho, umbono wakho, kanye nobunikazi bebhrendi yakho, musa ' t uthonywe umsindo wokungcola kwedijithali.