Ukuthengisa okusekwe kwiAkhawunti (ABM) ifumana umhlaba phakathi kweentengiso zeB2B. Ngokophando lwakutsha nje, Inkqubo ye-2017 B2B yeNkquboI-73% yabathengisi be-B2B ngoku basebenzisa okanye baceba ukwamkela i-ABM ngo-2017.
I-ABM ayisiyongcamango intsha. Ngapha koko, abanye bathi iABM ibikade ikho ixesha elide njengothengiso. Isicwangciso esiphatha iakhawunti nganye njengeyentengiso enye, ivumela umanyano olupheleleyo phakathi kwentengiso kunye nentengiso.
Namhlanje, isetyenziswa ngokulula ngakumbi ngabathengisi ngenxa yokwanda kokusetyenziswa kwe idatha edityanisiweyo kwaye yomelele kubahlalutyi kwintengiso. Ngaphezulu koko, idatha iya isiba ngakumbi Ixesha lokwenene kunye ne-scalable ngokusebenzisa amaqonga e-Data-as-a-Service (DaaS). Olu lwazi lunceda abathengisi baqonde ngcono kwaye bachonge ezona akhawunti zabo zinengeniso, ezibaxhobisela ukubeka phambili izixhobo xa besebenzisa ezo akhawunti ngefaneli yentengiso.
I-ABM ide yangumbindi kwisicwangciso-qhinga sophuhliso lwamashishini apha eDun naseBradstreet. Sisebenzisa idatha, kubahlalutyi nentsebenziswano nentengiso ukubeka phambili amathuba amatsha.
Izandi zilula ngokwaneleyo, akunjalo? Hayi ngokukhawuleza. Ngelixa kubonakala kulula ngaphezulu, i-ABM inokuba yinkqubo entsonkothileyo efuna ukwenziwa kwe-smart kunye negalelo kuwo onke amalungu eqela lakho.
Nanga amanyathelo amahlanu anokukunceda uphuhlise isicwangciso esiphumelelayo se-ABM kwishishini lakho.
Inyathelo 1: Phuhlisa iiQela eziSebenzayo eziSebenzayo
Phambi kokukala iABM eDun naseBradstreet, sigxile kwinkcubeko yethu, kubuchule bokuthengisa kunye nokuthumela imiyalezo, ebandakanya ukuphuhlisa ukuqonda okuhlaziyiweyo kwenjongo kunye nokuhlaziywa kwexabiso lamaxabiso njengenxalenye yenkqubo yethu yophuculo.
Siphuhlise inkqubo yemiyalezo ejikeleze ii-personas ezidibanisa oku namanqaku eentlungu esizisombululayo, ezabeka isiseko seqhinga lethu le-ABM. Nokuba umatshini wakho wedijithali ulunge kangakanani, ukuba awunayo into eyahlukileyo oyithethayo kunye nenkcubeko eyixhasayo, ngekhe ungayiqhekezi.
Ukusuka apho, saqulunqa ukusebenza kwe "Tiger Teams" ezinqamlezayo ezenziwa ngamalungu kuwo wonke umsebenzi wethu wentengiso. La maqela, ahlelwe zii-personas, ngoku ayakwazi ukugqobhoza iisilos zemveli, ekhuthaza ukucinga okubanzi kunye nezenzo ezinqabileyo zokuqinisekisa ukuba iiprojekthi zilwelwa ngamandla apheleleyo obuchule bethu, kubahlalutyi, Itekhnoloji, unxibelelwano kunye namaqela edigital ukuqhuba amava ngumntu ngamnye.
Inyathelo 2: Chonga iiAkhawunti eziphambili
Inyathelo lakho akufuneki liqhubele phambili de ukuthengisa kunye nokuthengisa bavumelane ngeendlela zokukhetha iakhawunti kwaye, ekugqibeleni, kumashishini ekujoliswe kuwo. Zeziphi iimpawu okanye iimpawu ezibonisa iakhawunti enexabiso eliphezulu kuwe (kunye nomphathi wakho)? Konke kuxhomekeke kwinkampani yakho, izinto eziphambili ngokubaluleka, kwaye yeyiphi idatha kwaye kubahlalutyi iimodeli zibonise ixabiso lokuqikelela kwixesha elidlulileyo.
Sinethamsanqa eDun naseBradstreet ukuba nokufikelela okufanayo idatha kunye kubahlalutyi amandla esiwakhulisela abathengi bethu. Sisebenzisa ubuchule kunye nohlobo lokutsala lokutsala ukusixelela ukuba ngubani onokukhulisa ubudlelwane babo nathi, ngubani esinokuthi sithengise kuye kwaye sibeka umngcipheko wokungavuseleli.
Iimodeli zoqikelelo lweemfuno ezisekwe ngokuyinxenye kwimodeli yokujonga indlela esixelela ngayo ukuba zeziphi iiakhawunti kunye neendlela zeshishini ezisinika elona thuba lilungileyo kuthi. Umzekelo, kuhlalutyo lwethu lwabathengi bethu, iinkampani ezaxelwa kwangaphambili ukuba ziya kulwa nokukhula kwixa elizayo zikwimeko yokuba nomdla kuthengiso nakwizisombululo zethu zentengiso. Kwaye iimodeli zoqikelelo lweemfuno zisishukumisela ngaphaya kwento esinokuyithenga i-akhawunti- zisinceda ukuba siqikelele ubungakanani besivumelwano.
Isahlulo, sijonga ukufanisa iimodeli zokuthengisa ngokusekwe kwindlela esele siphumelele ngayo ngokuthe nkqo, ubungakanani, indlela yokuziphatha yokuthenga kunye nokuzimisela ukuthenga. Inkonzo kubahlalutyi kuvavanye ukuba yeyiphi imizamo yasemva kokuthengisa ekhokelela ekuhlaziyweni, eyona nto iphambili ekugxileni kwezi zixhobo zinomda kubathengi abasemngciphekweni kunye nexabiso eliphezulu. Ukubekwa phambili kwintengiso kunye nentengiso kukwazisa iindawo eziphambili ekugxilwe kuzo kumanyathelo asekwe kwiakhawunti ukuya kwintengiso kunye nemiyalezo esekwe kubantu.
Inyathelo lesi-3: Uyila imiyalezo yakho esekwe kuMntu
Ukuthengwa kwe-B2B kubandakanya abachaphazeli abaninzi kunye nabathengi, oko kuthetha ukuba kusafuneka uphuhlise ii-personas ezininzi ezifuna imiyalezo ethile.
Kwaye ngethemba, ngoku ukuba uchonge abathengi bakho abanomtsalane, kuya kufuneka uqonde ngcono ukuba ungathetha njani nabo. Awuzukukwazi ukujolisa nje kwimiceli mngeni yabo emikhulu, amanqaku eentlungu kunye neenjongo, kodwa uya kuba nakho ukuchonga amajelo athile okuthengisa asebenza kuwo. Oku kuya kunceda ukumisela ukuba kanjani ulungiselele imiyalezo yakho.
Nokuba kungenxa ye-imeyile okanye i-imeyile ethe ngqo, okanye iindlela zedijithali, kuya kufuneka uphuhlise iqhinga lokuthengisa ngomxholo othetha ulwimi lwabo kwaye ubancede bafeze iinjongo zabo. Ekupheleni kosuku, ayithethi ngawe; imalunga nabo. Nantso ithoni eya kuthi incede ukuvula iingcango ngeyona akhawunti inzima.
Inyathelo 4: Lixesha lokuphumeza
Njengoko usenza la maqhinga angentla, kubalulekile ukuba uthembele kwii-KPIs ukulinganisa ifuthe lamaphulo akho kunye nokwazisa ukwenziwa kwexesha elizayo. Isicwangciso esiphumeleleyo se-ABM sinomnwe ekutshintsheni kwezi metric zine:
- Ukuzibophelela: Kwimozulu yeshishini elawulwa yingxolo, eyona ndlela yokuqhuba ukubandakanyeka kukwenza ubuqu ngamava edijithali omthengi. Kubalulekile ukuba ujonge kwiimpawu eziphambili ezinje ngokunqakraza kumaphepha omhlaba abalulekileyo, ixesha elichithwe kwindawo kunye nokuguqulwa kwabathengi ukubona ukuba baphendula njani aba bathengi kumyalezo wakho.
- Ukwaneliseka kwabaThengi: Utshintsho kulwaneliseko lwabathengi lubotshelelwe ekukhuleni kwengeniso yakho yexa elizayo. Ungabalinganisa ngophando lwabathengi bakho, amanqaku amakhulu eNetPromoter, amaqonga okuphononongwa kwesoftware yeshishini kunye neengxoxo zemidiya yoluntu.
- Umbhobho: Oku kuthe tye, kodwa ingxelo kwinyathelo ngalinye lombhobho wakho wokuthengisa iya kukunika umqondiso wenqanaba lokuzibophelela kwabathengi bakho. Okukhona uzibandakanya nabaxhasi bakho, iya kuba yeyona nto ityeba ngayo imibhobho yakho.
- Isilinganiselo: Esi sisalathiso sokugqibela sesicwangciso esiphumeleleyo se-ABM-kuba ekupheleni kosuku, ayisiyiyo ekhokelayo eyenziweyo, kodwa iiakhawunti ziphumelele. Yinyuke kangakanani intengiselwano kwintengiso yakho? Ngaba ixabiso lekhontrakthi yakho eliqhelekileyo likhulile?
Inyathelo 5: Ungalibali ukulinganisa yonke into
Amanyathelo e-ABM adinga ixesha lokukhula kunye nokukhula. Khumbula, uyakufuna idatha etyebileyo kunye nokuqonda ukuze wenze ukusebenzisana kwakho ukomeleza ubudlelwane beakhawunti yakho. Ukuba kugcinwe ngokungafanelekanga, amathuba e-ABM anokuma. Kwaye kwelinye icala, ubudlelwane beakhawunti bunokuhamba ngokukhawuleza okukhulu, buthimbe ukukhula kwamanye amanyathelo ahambelana ne-ABM kusafuneka ukuba uthathe.
Ukwenza utshintsho kwisicwangciso se-ABM kunokukunceda uchonge ezona ndawo zikhulu zokukhula kwaye ekugqibeleni ujolise ekuphumeleleni ishishini elitsha. Kodwa kuthatha ukuqonda okunzulu kwedatha yakho kunye nokubumbana kweqela xa lilonke. Ngaphandle koko, unokulahleka kumathuba aphambili okuqhuba ishishini elitsha kubona baxhasi bakho baxabisekileyo.
