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Kusintha Kwama digito: Ma CMOs ndi ma CIO Akakumana, Aliyense Amapambana

Kusintha kwa digito kudakulirakulira mu 2020 chifukwa kunayenera kutero. Mliriwu udapangitsa kuti pakhale njira zotsutsana ndi anthu pakukonzanso kafukufuku wazogulitsa pa intaneti ndikugula mabizinesi ndi ogula chimodzimodzi.

Makampani omwe analibe digito yolimba adakakamizidwa kuti apange imodzi mwachangu, ndipo atsogoleri amabizinesi adasunthira kuti azigwiritsa ntchito njira yolumikizirana ndi digito yomwe idapangidwa. Izi zinali zowona mu B2B ndi B2C danga:

Mliriwu ukhoza kukhala ndi mapu osintha mwachangu mpaka zaka zisanu ndi chimodzi.

Lipoti la Mgwirizano wa Digilio COVID-19

Madipatimenti ambiri otsatsa akhala akugwiritsa ntchito ndalama, koma kugwiritsa ntchito zinthu za martech kumakhalabe kolimba:

Pafupifupi 70% akufuna kuwonjezera ndalama za martech m'miyezi 12 ikubwerayi. 

Kafukufuku wa Gartner 2020 CMO Spend

Tikadakhala kuti tidali m'badwo wa digito COVID-19 isanachitike, tsopano tili mu m'badwo wa digito. Ichi ndichifukwa chake ndikofunikira kuti ma CMOs ndi ma CIO agwire ntchito limodzi kusunthira mu 2021. Ma CMO ndi ma CIO adzafunika kuti agwirizane kuti apereke mwayi kwa makasitomala, kuyendetsa luso la martech kudzera pakuphatikizika, ndikuwongolera magwiridwe antchito. 

Mgwirizano Kuti Mupereke Kasitomala Wabwino

Ma CIO ndi ma CMO samagwirizana nthawi zonse pamagwiritsidwe - mthunzi IT ndi vuto lenileni. Koma atsogoleri onse awiri amayang'ana kwambiri makasitomala. Ma CIO amapanga zomangamanga zomwe kutsatsa ndi njira zina zamabizinesi zimagwirira ntchito kufikira makasitomala moyenera komanso moyenera. Ma CMO amagwiritsa ntchito zomangamanga kuti apange mbiri ya makasitomala ndikuchita kampeni yotsatsa.  

Ngati ma CMO agwira ntchito ndi CIO kuti apange zisankho zokhudzana ndi kugwiritsidwa ntchito kwa ma martech ndikugula kwamtambo, atha kupititsa patsogolo mwayi wamakasitomala kudzera pakuphatikizika kwa data ndikuphatikiza, zomwe zimasangalatsa aliyense. Momwe anthu ambiri amagwirira ntchito makampani kudzera pa njira zamagetsi, kufunika kwa bizinesi kuti ipereke zochitika zogwirizana ndi anthu, ndizofunikira kwambiri kuposa kale, ndipo mgwirizano wa CMO-CIO ndiye chinsinsi chake. 

Palinso gawo lazandalama pamgwirizano waukulu wa CMO-CIO.

Makampani 44% amakhulupirira kuti mgwirizano pakati pa CMO ndi CIO ukhoza kukulitsa phindu.

Kafukufuku wa Infosys

Atsogoleri am'misika yotsatsa ndi IT ali patsogolo pa kusintha kwa digito, kotero kupambana mdziko la pambuyo pa mliri kumadalira gawo lawo kuthekera kwawo kugwira ntchito limodzi.

Kuphatikiza kwa MarTech Innovation 

Ma CMO ambiri omwe ali pamtengowu pogula zinthu kuti athandizire kufalikira kwa digito asankha kuti asafunsane ndi CIO yawo asanagule ukadaulo. Zitha kukhala chifukwa ali ndi nkhawa zakuchedwa akafuna yankho lomwe atumizidwa mwachangu kuti amalize kanthu. Kapenanso saganiza kuti ndikofunikira kulumikizana ndipo safuna lingaliro lina pazosankha zomwe apanga. 

Koma kuyang'ana kulowetsedwa kwa CIO monga kulowererapo wakunja ndi kulakwitsa. Chowonadi ndi chakuti, ma CIO ndi akatswiri pakuphatikiza deta, ukadaulo womwe ma CMO amafunikira potumiza mayankho atsopano. Ma CMO atha kuyamba kupanga ubale wabwino, wopindulitsa ndi CIO pofikira asanamalize kugula kwa martech, kuchitira kufunsa ngati mgwirizano.

Kuphatikiza kuyendetsa gawo lotsatira la martech innovation, chifukwa ino ndi nthawi yoyenera kulimbitsa ubale wa CMO-CIO. Kuphatikizika koyambirira kumagwira ntchito mayankho ambiri a martech kuphatikiza nthawi zambiri samatha kukonza makonda kwambiri, chifukwa chake ma CMO adzafunika ukadaulo wophatikizika womwe mwina alibe m'nyumba, ndipo ma CIO amatha kuthandiza.

Umboni: Momwe Kuphatikiza Kwazidziwitso Mkati mwa Ma CRM Kuyendetsa Bwino Tsopano

Otsatsa ambiri a B2B ali kale ndi chitsimikizo pakufunika kophatikizira deta komanso kuthekera kwake kukonza bwino ndikuwongolera zatsopano. Otsatsa a B2B omwe awonjezera CRM ya kampani yawo pakampani yothetsera mayankho atha kupanga malipoti pogwiritsa ntchito chidziwitso chodalirika kwa aliyense, kuchokera kwaogulitsa anzawo mpaka ku board of director and CEO. 

Otsatsa omwe amagwiritsa ntchito metrics, kutsatira ndi kuwunikira amatsogolera mkati mwa CRM, amatha kukonza bwino pozindikira ndikuwongolera zovuta. Otsatsa omwe ali ndi zida zolongosola molondola ndalama kumakampeni ogwiritsa ntchito zidziwitso za CRM atha kugulitsa ndalama moyenera popereka ndalama za bajeti kumakampeni omwe amabwezera zabwino kwambiri.

Mothandizidwa ndi kuphatikiza kwa IT, ma CMO amatha kuyang'anira ntchito kuti zithandizenso kugwira ntchito bwino, kuphatikiza zochita zokha ndi zina zotsatsa ukadaulo waukadaulo. Pogwira ntchito limodzi ndi CIO, ma CMO atha kupeza chithandizo ndi ukadaulo womwe angafunikire kuti akwaniritse mwayi wa automation. 

Ma CMO Atha Kutenga Gawo Loyamba

Ngati mwakonzeka kupanga ubale wapamtima ndi CIO ya kampani yanu, mutha kutenga gawo loyamba pakupanga kumvera ena chisoni ndikudalira, monga momwe mungayambire ubale wina uliwonse. Itanani CIO kuti idzamwe khofi ndi kucheza momasuka. Pali zambiri zoti mukambirane popeza mayankho a martech akusintha ndikukhala opitilira muyeso. 

Mutha kuyankhula za njira zogwirira ntchito limodzi kuti mukwaniritse zomwe makasitomala akugwiritsa ntchito, kuyendetsa zatsopano ndikukwaniritsa bwino. Mutha kuwona njira zatsopano zothandizirana, zonse kutengera kugwira ntchito limodzi kuti kampani ndi makasitomala azipindula. Ma CMOs ndi ma CIO atagwirizana, aliyense amapambana. 

Chigwa cha Bonnie

Bonnie Crater ndiye Purezidenti & CEO wa Kuzindikira Kwakukulu Kwambiri. Asanalowe nawo Full Circle Insights, Bonnie Crater anali wachiwiri kwa purezidenti wotsatsa VoiceObjects ndi Kuzindikira. Bonnie adagwiritsanso ntchito wachiwiri kwa purezidenti komanso wachiwiri kwa purezidenti ku Genesys, Netscape, Network Computer Inc., salesforce.com, ndi Stratify. Msirikali wakale wazaka khumi wa Oracle Corporation ndi mabungwe ake osiyanasiyana, Bonnie anali wachiwiri kwa purezidenti, Compaq Products Division ndi wachiwiri kwa purezidenti, Workgroup Products Division.

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