Igunya elisha lokumaketha: Imali engenayo, noma enye into

Imali Ekhulayo

Mayelana nokuqashwa kwehle ngamaphesenti angu-8.4 ngo-Agasti, njengoba iMelika ilulama kancane kancane esiqongweni esiwumqedazwe. 

Kepha abasebenzi, ikakhulukazi abathengisayo nabasebenza kwezentengiso, babuyela endaweni ehluke kakhulu. Futhi akufani nanoma yini esake sayibona ngaphambili. 

Lapho ngijoyina Salesforce ngo-2009, sasisezithendeni zokwehla kwamandla omnotho okukhulu. Ingqondo yethu njengabakhangisi ithonywe ngqo ukuqiniswa kwamabhande ezomnotho obekusanda kwenzeka emhlabeni wonke. 

Lezi kwakuyizikhathi ezinzima. Kepha bekungafani nokuthi umhlaba wethu wonke uphendulwe wabheka phansi. 

Namuhla, njengoba izinkampani zibopha phansi futhi zishintsha izinsiza, amaqembu angaphansi kwengcindezi enkulu kunanini ngaphambili yokuqhuba imali. Futhi ngokungafani no-2009, umhlaba akunjalo njengoba kwakunjalo ngoFebhuwari. Ngokombono ongokoqobo, amaqhinga athinta kakhulu asetshenziselwe ukuvala amadili afana nemicimbi, ezokuzijabulisa nemihlangano yabantu - awasekho. 

Ngasikhathi sinye, izilinganiso zokuthengisa zisenza. Uma uyinkampani ye-B2B, mhlawumbe exhaswa ama-VC wokuvelela, awukwazi ukuthatha i-mulligan ngo-2020. Udinga ukukuthola.  

Empeleni, lokho kusho ukuthi wonke umuntu ngaphakathi kwenhlangano manje unesibopho sokuthola imali ngandlela thile noma ngemfashini. Lokhu kuyiqiniso ikakhulukazi kubakhangisi, manje abazobanjelwa emazingeni angakaze abonwe ukushayela i-ROI. Futhi lokho kuzoshintsha ukwakheka kwenhlangano ngekusasa elibonakalayo. 

Isikhathi Sesithathu Sokumaketha 

Isikhathi sesifundo somlando osheshayo: Ubuciko bokumaketha sekuyisikhathi eside bubonisa ukusetshenziswa kwemidiya. Nomaphi lapho abathengi abangaba khona badla imidiya, abathengisi benze izindlela zokusebenzisa leyo mithombo yezindaba ukuze banakwe. 

Konke kuqale nge-1st Era of Marketing, engithanda ukuyibiza ngokuthi I-Mad Men Era. Lesi sikhathi sangemva kwempi sasiqhutshwa cishe ngokuphelele yisikhangiso sokudala - futhi esimba eqolo. Ama-analytics nezilinganiso eziyinkimbinkimbi bezingakabikho okwamanje, futhi impumelelo ebonwa imvamisa ixhomeke kuma-vagaries wamanethiwekhi amadala abafana nokusebenza kahle. Isisho sakudala esithi “uhhafu wemali esetshenzisiwe simoshiwe, asazi nje ukuthi iyiphi ingxenye” ngokuqinisekile esetshenziswe lapha. 

Kwabe sekufika i-intanethi. I- Isidingo-Gen I-Era, noma i-2 Era Yezokumaketha. kwaqala ekuqaleni kwekhulu lama-21. Lokhu kuvule umnyango weziteshi zedijithali ezakha ukuphendula okusheshayo nokubanjwa kwedatha, okuvumela abathengisi ukuthi balinganise umthelela womsebenzi wabo ngezindlela ezintsha. 

Lokhu kwaletha umhlaba omusha ngokuphelele wokuziphendulela, okuholele ekusungulweni kwendima ye-CMO kanye nobunikazi bomsele wokuthenga. Eminyakeni engama-20 edlule, sivivinye konke ukuchofoza, ukubuka kanye nokwabelana, sakha imikhankaso ukuze sisebenze kahle kakhulu. 

Futhi-ke sesinikeze leyo imikhombandlela ekuthengiseni ukuvala isivumelwano. 

Post-COVID, lezo zinsuku seziphelile. Ukumaketha akusakwazi ukuzisika phakathi ne-funnel. Abathengisi bezentengiselwano abavali leyo imikhondo mathupha. Izindlela zokuthinta okuphezulu sezihambile kuze kufike esinye isaziso. 

Mhlawumbe okubaluleke kakhulu, amathemba awalindi ukuzungeza izinto ngaphambi kokuthenga izinto. Bangaphansi kwengcindezi eyandisiwe, futhi- futhi lokho kusho ukuthi, uma bephequlula iwebhusayithi yakho ngo-3 ekuseni bebheka isisombululo ebhodini ngalo lelo sonto, kufanele ube phambi kwabo, ngolwazi olwenzelwe ukuvala isivumelwano. 

Le yiNkathi Yokumaketha yesi-3, lapho ikhasimende, hhayi uphawu, lisho ukuthi uma kwenziwa ukuthenga. Sekwenzekile e-B2C, lapho ungathenga noma yini nganoma yisiphi isikhathi. Kungani kungenjalo nge-B2B? Kuyithuba elihle leminyango yezokumaketha ukuthi isukume futhi ithathe ubunikazi befaneli ephelele, hhayi nje ngokwebhizinisi elisha, kepha ekuvuseleleni nasekukhuliseni. 

Kubakhangisi, lesi yisimo sokucwila noma sokubhukuda, futhi imiphumela isobala: Yamukela imali engenayo manje, noma faka ubungozi ekuthengisweni. 

Imali engenayo, noma okunye 

Sifinyelele iphuzu lokuqhaqhazela ama-CMO: Ingabe ukusevisi yokuthengisa, noma ingabe ungontanga?

Ama-CRO amaningi angasho okwangaphambili. Ukumaketha kudala kulinganiswa ngamamethrikhi athambile njengokuqwashisa, ukuchofoza nokuhola, kanti amaqembu okuthengisa aphila futhi afe ngekhono lawo lokuthola izilinganiso zanyanga zonke. 

Okubi kakhulu ukuthi amanye ama-CRO angahle adidwe yimizamo yokumaketha. Yini ezohlinzekwa yilowo mkhankaso wethelevishini kazwelonke? Okuqukethwe okuphathelene nomngcele kuzokondla kangaki? Ingabe kufanelekile ngempela ukuxhasa lowo mcimbi obonakalayo? 

Lezi izingxoxo abathengisi abaningi abangajwayelanga ukuba nemali engenayo ye-vis-a-vis. Kepha kungcono baqale ukukhululeka. Njengoba ukuthengisa nokumaketha kungasamashi kuya kumamethrikhi abo, futhi babelana ngenhloso efanayo yemali engenayo, akusekho ndawo yamasiloiloi. Yomibili le minyango ayinasibopho sebhizinisi elisha kuphela, kodwa nokugcinwa, nokuthengiswa kwamakhasimende akhona. Iqiniso ukuthi womabili amaqembu adinga amakhono nokuqonda okunikezwe elinye. 

The Isikhathi semali engenayo imayelana nokwenza imephu impilo egcwele futhi isebenzise yonke iphoyinti elilodwa lokuthinta, noma ngabe livelaphi. Awungeke ugxile kumakhasimende kuwo wonke umjikelezo wempilo ngaphandle kokuthi uthole, ukubandakanya, ukuvala kanye nedatha konke ngaphansi kophahla olulodwa. 

Ekupheleni kosuku, abathengisi abadinga ukuvuka banuke ikhofi. Labo abahambisa imizamo yabo yokwenza imali bazothola izihlalo etafuleni. Labo abangakwenzi lokho bazothunyelwa emnyangweni wezentengiso, noma bazobe besusa izintuli lapho beqala kabusha.

UCABANGANI?

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