Utshintsho kwidijithali: Xa iiCMOs kunye neeCIO zidibana, wonke umntu uyaphumelela

Utshintsho kwidijithali IiCMOs kunye neeCMO zeQela eliPhezulu

Ukutshintsha kwedijithali kukhawulezisiwe kwi-2020 kuba kuye kwafuneka. Ubhubhane wenza ukuba iinkqubo zokuphambuka ekuhlaleni zifuneke kwaye zahlaziya uphando lwemveliso ekwi-Intanethi kunye nokuthengwa kwamashishini nabathengi ngokufanayo.

Iinkampani ezazingenabo ubukho bedijithali obunyanzelekileyo zanyanzeliswa ukuba zikhule ngokukhawuleza, kwaye iinkokheli zeshishini zafudukela kwinxaso-mali kumnatha wonxibelelwano lwedatha eyenziweyo. Oku kuyinyani kwindawo ye-B2B kunye ne-B2C:

Ubhubhane unokuba ugqithise ngokukhawuleza imephu yendlela yenguqu ukuya kwiminyaka emithandathu.

Ingxelo yokuzibandakanya kweDijithali ye-Twilio COVID-19

Amasebe amaninzi entengiso athathe uhlahlo-lwabiwo mali, kodwa inkcitho kwiimveliso zemartech zihlala zomelele:

Phantse iipesenti ezingama-70 zinenjongo yokunyusa inkcitho yemartech kwiinyanga ezili-12 ezizayo. 

UPhando loGcino lweGartner 2020 CMO

Ukuba besikwiminyaka yedijithali ngaphambi kwe-COVID-19, ngoku sikwi-hyper-digital age. Kungenxa yoko le nto kubaluleke kakhulu ukuba ii-CMOs kunye nee-CIOs zisebenzisane ngokusondeleyo ukuya kwi-2021. 

Ukusebenzisana ukuhambisa amava abaThengi angcono

Ii-CIOs kunye neeCMOs azihlali zisebenzisana nokusasazwa-isithunzi se-IT ngumba wokwenyani. Kodwa zombini iinkokheli zesebe zijolise kubathengi. Ii-CIOs zenza iziseko zentengiso kunye neminye imigca yokusetyenziswa kweshishini ukufikelela kunye nokusebenzela abathengi ngokufanelekileyo nangokufanelekileyo. Ii-CMO zisebenzisa iziseko zophuhliso ukwenza iiprofayili zabathengi kunye nokwenza amaphulo okuthengisa.  

Ukuba ii-CMOs zisebenza ne-CIO ukwenza izigqibo malunga nokuthunyelwa kwe-martech kunye nokuthengwa kwesisombululo sefu, banokuphucula amava abathengi ngokuphuculwa kwedatha kunye nokudityaniswa kwesicelo, ekunomdla kakhulu kuye wonke umntu. Njengokuba abantu abaninzi bebandakanya iinkampani ngamajelo edijithali, isidingo seshishini sokuhambisa amava abo, amava abaluleke kakhulu kunakuqala, kwaye intsebenziswano ye-CMO-CIO sisitshixo. 

Kukho icandelo lezemali kwimeko yentsebenziswano enkulu ye-CMO-CIO.

I-44% yeenkampani zikholelwa ukuba ukusebenzisana okungcono phakathi kweCMO kunye neCIO kunokunyusa inzuzo.

Uphando lwee-infosys

Iinkokeli zentengiso kunye namasebe e-IT aphambili kuguquko lwe-hyper-digital, ke impumelelo kwilizwe lasemva kobhubhane lixhomekeke kwinxalenye yokusebenza kwabo.

Umdibaniso weMarTech Innovation 

Ii-CMOs ezininzi ezikwi-martech yokuthenga ispree ukuxhasa ukufikelela kwidijithali eyandisiweyo kugqiba ekubeni bangabonisani neCIO yabo ngaphambi kokuba bathenge itekhnoloji. Isenokuba ngenxa yokuba bexhalabile kukulibaziseka xa bafuna isisombululo senqaku esithunyelwe ngokukhawuleza ukugqiba inyathelo. Okanye mhlawumbi abacingi ukuba kubalulekile ukulungelelanisa kwaye abafuni kuluvo lwesibini kukhetho abalwenzileyo. 

Kodwa ukujonga igalelo le-CIO njengokungenelela kwangaphandle yimpazamo. Inyani yile, ii-CIOs ziingcali zokudibanisa idatha, ubuchule obufunwa zii-CMOs xa kufakwa izisombululo ezintsha. Ii-CMOs zinokuqala ukwakha ubudlelwane obulungileyo, obunemveliso kunye ne-CIO ngokufikelela ngaphambi kokugqitywa kokuthengwa kwe-martech, ukuphatha ukubonisana njengobambiswano.

Umdibaniso uqhuba inqanaba elilandelayo lobuchule bemartech, ke eli lixesha elifanelekileyo lokuqinisa ubudlelwane beCMO-CIO. Umsebenzi osisiseko wokudityaniswa kwezisombululo ezininzi zemartech kubandakanya zihlala zingenakho ukuphatha ubumbeko oluphambili, ke iiCMOs ziya kudinga ubuchwephesha bokudibanisa ekunokwenzeka ukuba abanabo ngaphakathi endlwini, kwaye iiCIO zinokunceda.

Indawo yokuNgqina: Ukudityaniswa kweDatha ngaphakathi kweCRM yokuqhuba ngokuSebenza ngoku

Uninzi lwentengiso ye-B2B sele inendawo yokubonisa ukubaluleka kokudityaniswa kwedatha kunye namandla ayo okuphucula ukusebenza kakuhle kunye nokuqhuba izinto ezintsha. Abathengisi be-B2B abongeze i-CRM yenkampani yabo kwisisombululo sokuthengisa banokwenza iingxelo besebenzisa idatha ethembekileyo kuye wonke umntu, ukusuka kubalingane ekuthengiseni nakwibhodi yabalawuli kunye ne-CEO. 

Abathengisi abasebenzisa i-fannel metrics, ukulandelela kunye nokubeka iliso ngaphakathi kwiCRM, banokuphucula ukusebenza ngokuchonga kunye nokulungisa imiba yenkqubo. Abathengisi abanezixhobo zokubonisa ngokuchanekileyo ingeniso kwimikhankaso esebenzisa idatha yeCRM banokutyala imali ngokufanelekileyo ngokunikezela ngokungaguquguquki kwiidola zohlahlo-lwabiwo mali kumaphulo avelisa eyona mbuyekezo intle.

Ngenkxaso yokudibanisa evela kwi-IT, ii-CMOs zinokujongana neeprojekthi ukuvelisa ukusebenza okuthe kratya, kubandakanya i-automation kunye nolunye uqoqosho oluqhutywa kukuthengisa. Ngokusebenza ngokusondeleyo ne-CIO, ii-CMOs zinokufumana inkxaso kunye nobungcali obufunekayo ukwandisa amathuba okuzenzekelayo. 

Ii-CMO zinokuthatha inyathelo lokuqala

Ukuba ukulungele ukwakha ubudlelwane obusondeleyo kunye ne-CIO yenkampani yakho, ungathatha inyathelo lokuqala ngokwenza imvakalelo yovelwano kunye nokuthembela, njengoko ungaqala nabuphi na obunye ubudlelwane beshishini. Mema i-CIO ukuba ibe nekomityi yekofu kunye nengxoxo engacwangciswanga. Kuninzi ekufuneka kuxoxiwe ukusukela oko izisombululo zeMartch ziyakhula kwaye ziya zisiba nzima ngakumbi. 

Ungathetha ngeendlela zokusebenza kunye ukuphucula amava abathengi, ukuqhuba izinto ezintsha kunye nokuphucula ukusebenza ngokukuko. Ungakhangela iindlela ezintsha zentsebenziswano, konke kusekelwe ekusebenzeni kunye ukuze izibonelelo zenkampani kunye nabathengi bayo. Xa ii-CMOs kunye nee-CIO zidibana, wonke umntu uyaphumelela. 

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