IiModyuli zoBuchule boMxholo weCMOs ukuNciphisa ungcoliseko lweDijithali

Ubuchule beModyuli Content

Ifanele ukothuse, mhlawumbi ide ikucaphukise, ukufunda loo nto I-60-70% yabathengisi bomxholo benza ihamba ingasetyenziswa. Ayisiyiyo nje le nkcitho imangalisayo, oko kuthetha ukuba amaqela akho akapapashanga ngobuchule okanye asasazeki umxholo, singasathethi ke ngokwenza loo mxholo ube ngamava omthengi. 

Ingcamango umxholo wemodyuli ayintshanga – iseyimodeli yengqiqo endaweni yokuba ibe yinto esebenzayo kwimibutho emininzi. Esinye isizathu sisimo sengqondo- utshintsho lombutho olufunekayo ukuze ulamkele ngokwenene - esinye sesobuchwepheshe. 

Umxholo wemodyuli ayisiyonto inye, ayisiyonto inokongezwa kwitemplate yemveliso yokwenziwa komsebenzi okanye indlela yolawulo lweprojekthi ukuze isekwe nje kumsebenzi. Ifuna ukuzibophelela kombutho ukuphuhlisa indlela umxholo kunye namaqela oyilo asebenza ngayo namhlanje. 

Umxholo wemodyuli, owenziwe ngokufanelekileyo, unamandla okuguqula yonke imijikelo yobomi kunye nokunciphisa kakhulu unyawo lwakho lomxholo oyinkunkuma. Yazisa kwaye yandise indlela amaqela akho: 

  • Cwangcisa, ucinge, kwaye ucwangcise umxholo 
  • Yenza, Hlanganisa, phinda usebenzise, ​​kwaye udibanise umxholo 
  • Umyili wezakhiwo, imodeli, kunye nomxholo olungelelanisiweyo 
  • Landela umkhondo, kwaye ubonelele ngezimvo, umxholo kunye namaphulo 

Ukuba oku kuvakala kulucelomngeni, qwalasela iingenelo. 

I-Forrester inika ingxelo yokuba ukuphinda kusetyenziswe umxholo ngokusebenzisa amacandelo emodyuli kuvumela amashishini ukuba ahlanganise isiko - nokuba lelomntu okanye lasekhaya - amava edijithali ngokukhawuleza kunokwemveli, imodeli yomgca yokuveliswa komxholo kunye nolawulo. Iintsuku zamava omxholo omnye-nokwenziwa ziphelile, okanye ubuncinane kufuneka zibe njalo. Umxholo wemodyuli unceda ukuququzelela incoko ehlala ivuliwe, eqhubekayo ngokuzibandakanya komxholo kunye nabaphulaphuli bakho ngokwenza amaqela asebenze kunye neebhloko zomxholo kunye neeseti zomxholo ukuxuba kunye nokuxutywa kwamava engingqi okanye akhethekileyo kwitshaneli kwiqhezu lexesha ebeliya kulithatha ngokwesiko. . 

Ngaphezu koko, kukuba umxholo uyayeka ukuba yinto yokuthengisa kunye ne-accelerator ebekufanele ukuba yiyo. Ucaphula uForrester kwakhona

I-70% yabathengisi bentengiso bachitha phakathi kweyure enye kunye ne-14 veki nganye belungisa umxholo wabathengi babo ... [ngelixa] i-77% yabathengisi be-B2B nabo bachaza imingeni ebalulekileyo eqhuba ukusetyenziswa komxholo ochanekileyo kunye nabaphulaphuli bangaphandle.

Forrester

Akukho mntu wonwabileyo. Ngokuphathelele phezulu:

Ukuba ishishini elikhulu lichitha malunga ne-10% yengeniso ekuthengiseni, iindleko zomxholo zi I-20% ukuya kwi-40% yokuthengisa, kwaye ukusetyenziswa kwakhona kuchaphazela kuphela i-10% yesiqulatho ngonyaka, sele kukho ugcino lwezigidi zeerandi. 

Kwii-CMOs, owona mxholo mkhulu uxhalabisayo zezi:

  • Isantya kwimarike – singawasebenzisa njani amathuba emarike, sijonge okwenzekayo ngoku kodwa siphinde sijonge xa ​​kuvela iziganeko ebezingalindelekanga. 
  • Nciphisa umngcipheko - ngaba i-creative inawo wonke umxholo ovunyiweyo kwangaphambili abawudingayo ukulungele ukuya ukunciphisa uphononongo kunye nokuvunywa kunye nokufumana i-brand, umxholo ohambelana nokuthengisa ngexesha? Lithini ixabiso legama elibi lebhrendi? Kuthatha kuphela amava omnye ukutshintsha iingqondo zezigidi (ihobe). 
  • Nciphisa inkunkuma – Ngaba ungumngcolisi wedijithali? Ijonge ntoni iprofayile yakho yenkunkuma ngokwemixholo engasetyenziswanga? Ngaba usalandela imodeli yomjikelo wobomi omde, olinganayo? 
  • Ukwenziwa Kwezinto Okunokwehla – Ngaba iisistim zethu zakhelwe ukuxhasa ukudityaniswa okungahambelaniyo kwamava obuqu obuqu kuwo wonke amajelo asekelwe kwizinto ezikhethwayo, imbali yokuthenga, ingingqi, okanye ulwimi? Ngaba uyakwazi ukwakha ngobuchule umxholo oza kuwusebenzisa ngexesha elikhethekileyo lesidingo - elenzelwe wena umzuzu - kodwa kwakhona uqinisekise ukuthotyelwa, uphawu, kunye nokulawula kunye nokuqinisekiswa komgangatho kuwo wonke umjikelo wobomi ngaphandle kwenkqubo enzima, echitha ixesha?
  • Ukuzithemba kwisitaki sakho semartech -Ngaba unamahlakani etekhnoloji awomeleleyo kunye neentshatsheli zeshishini? Kwaye, kubaluleke kakhulu, ngaba idatha yakho ilungelelaniswe phakathi kweeseti zesixhobo sakho? Ngaba ukhe wawenza umthambo ukutyhila iinkcukacha ezimdaka kwaye wenze indawo yolawulo oluntsonkothileyo kunye notshintsho lombutho olufunekayo ukulungelelanisa itekhnoloji yakho yokuthengisa kunye neshishini? 

Ngaphezu kwako konke oku, iGosa eliyiNtloko leNtengiso (CMO) umsebenzi kukuhambisa uphawu lwakho ukusuka kumndilili ukuya kwingcaphephe. Nokuba uyaphumelela okanye awuphumeleli, indlela ohamba ngayo, luphawu oluthe ngqo kwi-CMO ngokwayo-indlela abalawule ngayo inkunzi yezopolitiko, indawo yabo kwi-c-suite, ukukwazi kwabo ukugawula okanye ukuphelisa iiprojekthi ezingaphumelelanga kunye nemiyalezo, kunye ngokuqinisekileyo inkunkuma, kunye nendlela yonke loo nto ibekwe esweni kwaye ifakwe kwimephu yeqela kunye nempumelelo yeshishini.  

I-agility, ukubonakala, kunye nokucaca okufunekayo kolu tshintsho lwengqondo luhamba ngaphaya kokuveliswa komxholo kunye namava edijithali. Lo mzekelo uqhuba iinjongo zokuthengisa umxholo onenjongo kunye nomxholo ophezulu womgangatho usebenzisa izixhobo ezimbalwa, kunye nazo zonke izinto ezakhelwe ukuxhasa amava ngamnye, umxholo wakho omncinci okanye iibhloko zemodyuli, ukuba ngabaphindaphindi bamandla ukuze baxhamle umxholo wakho ongcono kakhulu kubaphulaphuli bakho.

Ngokusebenzisa umxholo wemodyuli njengento ebangela utshintsho, kwindlela entsha yokusebenza, useka into ebingenakwenzeka ngaphambili ukuba iibrendi ezinkulu zifezekiswe. Kwaye igqitha ngaphaya kokulinganisa okumsulwa-ukwanceda amaqela akho ukuba agxile ngakumbi kwikamva, uphakamisa ubuchule bakho ukunciphisa ukudinwa kunye nokutsalwa kombutho. Uthatha indawo yokubeka ugxininiso kumxholo obaluleke kakhulu njengemveliso kunye neenkonzo ozithengisayo, kwaye ekugqibeleni, ufaka ukuzinikela ekunciphiseni inkunkuma kunye nokuqinisekisa umyalezo wakho, umbono wakho, kunye nesazisi sophawu lwakho, musa ' t ukufumana ukulawulwa yingxolo yongcoliseko lwedijithali.