Iimpazamo ezi-7 oya kuzenza xa usenza intengiso

Ulawulo lweNtsebenzo yeAllocadia

Uhlahlo-lwabiwo mali lwe-CMO luyancipha, njengoko abathengisi besilwa nokukhula kwemali, ngokweGartner. Ngokujongwa ngakumbi kutyalo-mali lwabo kunanini na ngaphambili, ii-CMOs kufuneka ziqonde ukuba yintoni esebenzayo, yintoni engekhoyo, kunye nalapho banokuchitha khona idola yabo elandelayo ukuqhubeka nokwandisa ifuthe labo kwishishini. Ngena Ulawulo lokuSebenza kweNtengiso (MPM).

Yintoni uLawulo lokuSebenza kweNtengiso?

I-MPM yindibaniselwano yeenkqubo, itekhnoloji, kunye nezenzo ezisetyenziswa yimibutho yentengiso ukucwangcisa imisebenzi yokuthengisa, ukuvavanya iziphumo ngokuchasene neenjongo ezimiselweyo, kunye nokwenza izigqibo ezinempembelelo ngakumbi.

Nangona kunjalo, namhlanje, yi-21% kuphela yeenkampani ezinakho ukuliqonda ngokupheleleyo igalelo lokuThengisa kwingeniso, ngokwe Isifundo sika-Allocadia sika-2017 seNtengiso yoKukhula kweNtsebenzo yeBenchmark. Olu phando lwemba nzulu kwingxaki kwiincoko ezisemgangathweni kunye nee-CMOs eziphambili kunye nophando olubanzi lobungakanani.

Izinto ezine zeMpumelelo zaBathengisi abaPhezulu

Ngokubanzi, ngelixa eli shishini lisenomsebenzi omninzi ekufuneka wenziwe ukuphucula ukwamkelwa kunye nokukhula kweMPM, kukho imibutho ekhokelayo ebeka umgangatho koontanga babo.

Sifumene inani lempumelelo ekwabelwana ngayo kwaba bathengisi baqhuba kakuhle:

  1. Ukugxila ngokuqinileyo kwidatha yokusebenza engundoqo; Utyalomali, ukubuyisa, kunye neembono zesicwangciso sedatha njenge-ROI.
  2. Ukusetyenziswa okungaguqukiyo kwetekhnoloji kwihlabathi liphela, kunye nokudityaniswa phakathi kwawo onke amacandelo esiteki sabo sobuchwephesha.
  3. Imithombo yolwazi ecocekileyo ngokucokisekileyo.
  4. Imilinganiselo ebonisa ixabiso labo kwishishini nakwiinjongo zalo.

Olu phononongo luye lwaveza iimpazamo eziphambili ezisixhenxe ezenziwa yimibutho ye-MPM:

  1. Itekhnoloji ephelelwe lixesha kakhulu - Amaqela okuthengisa axhomekeke kuphuculo lweenkqubo zeCRM zale mihla. Imali ibilawulwa ziinkqubo ze-ERP iminyaka. Nangona kunjalo, i-80% yemibutho isasebenzisa i-Excel ngandlela thile yokulandela ifuthe lokuThengisa kwishishini. Uphononongo lwethu lufumanise ukuba i-47% yemibutho ayisebenzisi ikhona Itekhnoloji eyakhelwe injongo konke konke xa kuziwa ekucwangcisweni okanye kulawulo lotyalo-mali (eyona misebenzi iphambili yoLawulo lweNtsebenzo yeNtengiso) Ngokwahlukileyo, imibutho ekhula kakhulu inyusa Isoftware yoLawulo lweNtsebenzo I-3.5X rhoqo kunaleyo ikhula ngokuthe tyaba okanye kakubi.
  2. Imilinganiselo yentengiso elula hayi iyenzeka - Uphononongo lwethu lufumanise ukuba yi-6% kuphela yabathengisi abavakalelwa kukuba imilinganiselo yabo inceda ukumisela elona nyathelo lilungileyo lokuthengisa. Oko kushiya i-94% yabo bakwisifundo sethu ngaphandle kwesikhokelo esichaziweyo malunga nokuba banokuchitha phi uhlahlo-lwabiwo mali kunye nezixhobo.

    Iimpawu zeMPM zihluke ngokupheleleyo kwezo zemilinganiselo yentengiso. Ukuba umlinganiso wentengiso ye-B2B umele oko kubonwa ngumqhubi kwisipili semoto esingasemva, ke iMPM isebenza njengezibane zangaphambili kunye nevili lokuqhuba lemoto ngokwayo ephucula ukubonakala nolawulo lomqhubi. UAllison Snow, uMhlalutyi oPhando oluPhezulu, Forrester

  3. Ukungalungelelani phakathi kweNtengiso kunye neshishini - Iinkampani ezilindele ngaphezulu kokukhula kwengeniso engama-25% ziphindwe kabini ukuba zibe neengxelo zenqanaba le-CMO ezibonisa igalelo lokuThengisa kwishishini. La mashishini okukhula okuphezulu aphantse abe yi-2.5X ngaphezulu kunemibutho engaqhubi kakuhle ukuze abone idatha yokuthengisa kunye nentengiso ihlala ihleli okanye ihlala ihambelana neenjongo zenkampani. Oko kuthetha ukuba iinkokheli kwi-MPM zinemisebenzi yengeniso yeshishini elisebenza ngokutshixa kunye neenjongo zenkampani.
  4. I-CFO kunye ne-CMO ubudlelwane beengxaki - Eyona mibutho ibalaseleyo kwisifundo sethu yayiyi-3X ngakumbi yokuhambelana kwemisebenzi yoThengiso kunye nezeMali. Nangona kunjalo, yi-14% kuphela yemibutho yentengiso iyonke ebone ezeMali njengeqabane elithembakeleyo, kwaye i-28% ayinabudlelwane kwezemali okanye ithetha kuphela xa inyanzelwe. Oku kuyingozi enkulu njengoko ukuThengisa kusebenza ukukhusela uhlahlo-lwabiwo mali olufanelekileyo, kwaye kuthintela umbono wokuThengisa njengenxalenye yeshishini. Ukuthembela kwe-CFO kubaluleke kakhulu kwii-CMO zanamhlanje.Ngokungafaniyo nabenza umsebenzi ophantsi, isifundo sethu sifumanise ukuba imibutho ekhula kakhulu isebenza neMali ukulandelela utyalo-mali kunye nemilinganiselo (57% xa kuthelekiswa ne-20% yeenkampani ezinokukhula okuthe tyaba / okungalunganga). Bakulungele ngakumbi ukulungelelanisa neMali kwimilinganiselo yohlahlo-lwabiwo mali kunye nembuyekezo (61% xa kuthelekiswa ne-27% kuphela yeenkampani ezifumana ukukhula okuthe tyaba okanye okungalunganga.)
  5. Utyalo-mali olubi, uhlahlo-lwabiwo mali, kunye nokucwangciswa komgangatho wedatha- Umgangatho wedatha (onxulumene notyalo-mali, uhlahlo-lwabiwo mali, kunye nocwangciso) ngumceli mngeni oqhelekileyo phakathi kwemibutho, ethintela ukunika ingxelo kunye nokukwazi ukwenza izigqibo zokuthengisa ngcono. "ngumthombo omnye wenyaniso." kwaye yi-8% kuphela evakalelwa kukuba idatha yokuthengisa ibalwa kwaye ifomathiwe kakuhle (oku kubandakanya i-28% yokuqala).
  6. Ukunqongophala kokubonakala kwiimethrikhi zokuqala - Kuphela yi-50% yemibutho enika ingxelo yokubonakala ngokupheleleyo, okanye engcono, kwiimethrikhi zokuqala zentengiso. I-13% yabo baxele ukuba abazi nokuba zonke iinkcukacha zabo zihlala phi kwaye abanakho ukubaleka naziphi na iingxelo. Ouch.
  7. Ukusetyenziswa okungahambelaniyo kweMartech - Iinkampani ezihlala zidibanisa itekhnoloji kuwo wonke umbutho wentengiso zii-5X ngokunokwenzeka ukubona i-25% + ukukhula kwengeniso kunaleyo ikhula ngokuthe tyaba okanye kakubi (57% vs. 13%) Ngaphezu koko, ukusetyenziswa ngokungaguquguqukiyo kwetekhnoloji yentengiso (umz. iqonga lokuzenzekelayo kunokuba abathengisi abathathu abohlukeneyo kumbutho) benza umahluko. Malunga neepesenti ezingama-60 zeenkampani ezilindele ukonyuka kohlahlo-lwabiwo mali ngaphezulu kwe-10% zichaze ukusetyenziswa kwazo kwitekhnoloji yokuthengisa kuyo yonke imibutho ukuba ihlale ihleli okanye ihlala ihambelana, xa kuthelekiswa ne-36% yezo zinokuchuma ukukhula okungalunganga. banokucaca okuhle okanye okugqwesileyo kwitekhnoloji yendlela yentengiso, ngokuchasene ne-70% yabo banethemba lokukhula okulindelekileyo.

Imicimbi ye-MPM kuyo yonke i-CMO

Ukuthengisa kufuneka ngoku kujonge umbutho wabo ngakumbi njengeshishini, hayi nje umsebenzi. Kuya kufuneka benze idola ngalinye ukubala ukwandisa ukusebenza kweqela labo kwaye babonakalise ifuthe labo.

Ii-CEO zilindele ukuba ii-CMOs zinokuhlalutya ngokulula indlela intengiso enegalelo ngayo kumgca osezantsi. Xa ii-CMO zinokufikelela kwidatha, yonke into iyatshintsha. Umjongi CMO Jen Grant, kwi Udliwanondlebe lwakutsha nje neCMO.com

Ii-CMOs eziphumelelayo koku zifumana ukuthembakala nokuzithemba koontanga bazo, kwaye nokhuseleko lokwazi iinzame zabo ziyalinganiswa kwaye zixabisiwe. Abo basilelayo bayabelwa ukuba bathathe ii-odolo kwaye bazenze, kunokuba benze iqhinga lokukhokela. Ukuze ufunde okungakumbi malunga ne-MPM:

Khuphela iNgxelo yeBenchmark epheleleyo

Ingaba ucinga ntoni?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda indlela idatha yakho yokubhaliweyo isetyenziswe ngayo.