Iingxelo ezi-3 Zonke ii-B2B CMO kufuneka zisinde kwaye zikhule ngo-2020

Iingxelo zeNtengiso

Njengokuba uqoqosho lusondela kufutshane nokudodobala koqoqosho kunye nohlahlo-lwabiwo mali lwamashishini luyehla, inyani kubathengisi be-B2B kulo nyaka kukuba yonke idola echithwayo izakubuzwa, ihlolwe, kwaye kuya kufuneka ibotshelelwe ngqo kwingeniso. Iinkokeli zentengiso kufuneka zijolise kwilaser ekutshintsheni uhlahlo-lwabiwo mali luye kumaqhinga kunye neenkqubo ezingqinelana nenyani entsha yomthengi kunye nokusebenzisana nentengiso ukuhlangabezana neenjongo zengeniso zonyaka.  

Kodwa i-CMO iya kwazi njani ukuba batyale imali kwiinkqubo ezichanekileyo kunye namaqhinga ukuba abanayo imithombo ethembekileyo yedatha kunye nohlalutyo olufumanekayo kubo? Bangabaqinisekisa njani abo babandakanyekayo kushishino kunye neqela elilawulayo ukuba ukuthengisa asikokukhetha kwinkcitho kodwa kutyalo-mali kwingeniso yexesha elizayo kunye nenjini yokukhulisa ishishini?

Ngohlahlo-lwabiwo mali oluncitshisiweyo kunye nezinye izithintelo ezinxulumene ne-COVID-19, ukufikelela kwidatha ethembekileyo kunye nohlalutyo kubaluleke ngakumbi kunangaphambili kuba zenza ukuba ii-CMOs kunye neenkokheli zentengiso zingqine i-ROI, zibophele imisebenzi yokuthengisa ngokuthe ngqo kwingeniso, kwaye kuvavanye amaqhinga neendlela ezahlukeneyo ukumisela ikamva utyalo mali. Abathengisi, ngokwendalo, kufanele ukuba babe ngababalisi-ke kutheni singalindeli ukubalisa ibali ngedatha yethu? Oku kufanele ukuba kube yimigca yeetafile-ngo-2020 nangaphaya. 

Inyani yile, nangona kunjalo, ngelixa iinkokheli zentengiso zinokufikelela kumawaka eedatha kunye namakhulu eengxelo, zisenokungagxili kwezo zinempembelelo kwishishini-ngakumbi xa indawo yentengiso itshintsha ngokukhawuleza okukhulu. Ndiyinciphisile kwinto endiyibonayo njengeyona ngxelo zintathu zibaluleke kakhulu ukuba ii-CMOs kufuneka zibe sezandleni zabo ngoku:

Ingxelo yokuKhokelela kwiRhafu

Ngaba ii-MQLs zakho zivelisa ingeniso? Ngaba ungangqina? Kubonakala ngathi yinto elula nengqalileyo ukuba ikwazi ukulandela umkhondo wentengiso yesikhokelo kunye nokuqinisekisa ukuba idatha 'iyabhalwa' ngamathuba okugqibela kunye nengeniso ehambelana nayo. 

Nangona kunjalo, kwinyani, ukuthengisa kwe-B2B kukude ubude kwaye kuyinkimbinkimbi ngokumangalisayo, kubandakanya abantu abaninzi kwiakhawunti kunye neendawo zokuchukumisa kunye namajelo kuhambo lomthengi. Ukongeza, ukuthengisa kuhlala kukhuthazwa ukuba kuveliswe ezabo izikhokelo ezigcina zikhuphisana okanye zikhokele ngaphezulu kwintengiso eveliswe kwiCRM. Ukuqinisekisa ubungcwele bale datha kunye nengxelo (ezo) zihambelana nayo, kubalulekile ukuba iCMO ilungelelaniswe kakuhle nentloko yentengiso ngokubhekisele kwinkqubo yokuvelisa isikhokelo kunye namathuba. 

Icebiso Pro: Nabani na ovelise ukukhokela (ukuthengisa okanye ukuthengisa) kufuneka alandele yonke indlela yokudala ithuba lokugcina ukuhamba kwedatha. Uncedo olongezelelekileyo koku kukuba uya kuba nakho ukuhambelana ngokuchanekileyo nangokuchanekileyo umndilili wexesha lokuvala. 

Ingxelo yemibhobho yelizwe

Ubonisa njani-ngedatha- ukuba ukuthengisa kuyangqinelana nentengiso? Iinkokeli zentengiso zithetha malunga nokusebenzisana ngokusondeleyo kunye nentengiso rhoqo (funda: rhoqo) kodwa kufuneka ubonise ukuba ukuthengisa kwabo kufanelekile kukhokelela (MQLs) banezinga eliphezulu lokwamkelwa ngentengiso, okuthetha ukuba baguqukele kuthengiso olufanelekileyo (SQLs) . Imibutho yentengiso emisele inkqubo esesikweni yokuthengisa ukwamkela nokwala izikhokelo KUNYE nokuqokelela idatha esemgangathweni kwizizathu zokwaliwa yilezo zimiselwe impumelelo ekunikeni ingxelo kunye nemilinganiselo kule ndawo ibaluleke kangaka. 

Kule mibutho inikwe ukuthengisa okusekwe kwiakhawunti (ABM), oku kuyitshintsha ngokupheleleyo umdlalo, kuba abo bathengisi babhangqa iipotifoliyo zabo zeeakhawunti ezinamagama kwipotifoliyo yomthengisi yeeakhawunti. Yiyo loo nto, injongo iya kuba kukulinganisa ukusebenza kwesibini esidityanisiweyo (ukuthengisa kunye nentengiso) ukusebenza (ukuvelisa ingeniso) ngokuchasene nokusebenza komntu ngamnye njengoko kuchaziwe apha ngasentla. Uninzi lwemibutho ye-B2B ayenzi (okwangoku) ukwenza ingxelo ye-ABM kumyinge we-MQL kwi-SQL ngenxa yokuba inezakhiwo ezizodwa zokunika ingxelo kwaye, ke, akukho sibonelelo sokwenza ingxelo ngokudibeneyo. 

Icebiso Pro: Guqula inkuthazo kunye nomvuzo kuwo omabini la maqela, umvuzo ngamalungu eqela ngokwesiseko semetriki ekwabelwana ngayo njengenqanaba lokudibana phakathi kweepotfoliyo zeakhawunti zentengiso, inani leeMQL eziguqula zibe zii-SQL, kunye nenani lee-SQL eziguqukela kumathuba . 

Ingxelo yokuSebenza ngokukuko

Ngelixa amaqela amaninzi okuthengisa namhlanje aseke izicwangciso zomxholo ezomeleleyo ezisekwe kubathengi bababantu, basasokola ukwenza iingxelo zomsebenzi ezibonakalayo ezibonakala zichanekile ezichonga umxholo ophakamileyo nophantsi. Ngelixa umxholo ngokwawo ungangcono eklasini, awunantsingiselo ngaphandle kokuba amaqela okuthengisa angabonisa ukuba kutheni kubalulekile kwaye nefuthe lini kwishishini. 

Ngokwesiqhelo, iingxelo zentengiso zithatha a umntu kugxilwe, (okt uhambo lwabathengi okanye iindlela zobomi ezikhokelayo), ukulandela ifuthe lwengeniso, kodwa unokujonga nokunika ingxelo kugxilwe kumxholo kwaye ulinganise iasethi nganye ukuya kwingeniso. Kwinkqubo eyakhiwe kakuhle, ezo ndawo zokuchukumisa zilungelelaniswe nerekhodi lomntu. Ngenxa yommeli wethu wemali ngabantu kwaye imilinganiselo yethu yomxholo ngabantu (kunye nokusebenzisa umxholo), yonke into yokuthinta umxholo inokubalelwa kwingeniso. Yidatha efanayo exhasa uhambo lomthengi, olujongwa nje ngokombono womxholo.

Icebiso Pro: Ukuba ukufaka ingeniso kwizinto ezinomxholo ngamnye kuninzi kakhulu, qalisa ngokubonisa umxholo kwii-MQL. Ungawubeka umxholo wakho ngenani lee-MQLs kwimpahla nganye eyenziweyo. Kwaye emva koko unokulinganisa ubunzima besahlulo se-MQL kulwakhiwo lomxholo. 

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