Zolakwa Zisanu Ndi Zitatu Mukazipanga Pakugulitsa Magulu

Allocadia Kutsatsa Magwiridwe antchito

Ndalama za CMO zikuchepa, monga otsatsa amalimbana ndi kukhwima kwachuma, malinga ndi a Gartner. Atawunikiranso kwambiri ndalama zawo kuposa kale, ma CMO amayenera kumvetsetsa zomwe zikugwira ntchito, zomwe sizigwira, komanso komwe angagwiritse ntchito dollar yawo yotsatira kuti apitilize kuchita bwino pantchito yawo. Lowani Kutsatsa Magwiridwe antchito (MPM).

Kodi Marketing Performance Management ndi chiyani?

MPM ndi njira zophatikizira, matekinoloje, ndi zochita zomwe mabungwe otsatsa akugwiritsa ntchito pokonzekera zochitika zotsatsa, kuwunika zotsatira motsutsana ndi zolinga zomwe zakhazikitsidwa, ndikupanga zisankho zabwino.

Komabe, lero, ndi 21% yokha yamakampani omwe ali ndi kuthekera kokwanira kumvetsetsa zopereka za Kutsatsa pazopeza, malinga ndi Allocadia's 2017 Marketing Performance Maturity Benchmark Study. Kafukufukuyu adakumba zovuta kwambiri pazokambirana zamakhalidwe abwino ndi ma CMO otsogola komanso kafukufuku wochulukirapo.

Zinthu Zinayi Zomwe Zachita Bwino Pamisika Yotsika Kwambiri

Ponseponse, ngakhale kuti mafakitalewa adakali ndi ntchito yambiri yofunikira pakukweza kukhazikitsidwa ndi kukhwima kwa MPM, pali mabungwe omwe akutsogolera omwe akuyika miyezo kwa anzawo.

Tidapeza zinthu zingapo zopambana zomwe otsatsa otsatsawa akuchita:

  1. Kuyang'ana kwambiri pazomwe zimayendera; ndalama, zobwezera, komanso malingaliro amtundu wa data monga ROI.
  2. Kugwiritsa ntchito matekinoloje padziko lonse lapansi, ndikuphatikizika pakati pamagawo onse azithunzithunzi zawo.
  3. Mosamala mosamala magwero azidziwitso.
  4. Kuyeza komwe kumatsimikizira kufunika kwake kubizinesi ndi zolinga zake.

Kafukufukuyu apezanso zolakwika zisanu ndi ziwiri zomwe mabungwe akupanga pankhani ya MPM:

  1. Ukadaulo wakale kwambiri - Magulu ogulitsa amagulitsa luso lamakono la CRM. Ndalama zakhala zikuyendetsedwa ndi machitidwe a ERP kwazaka zambiri. Komabe, mabungwe 80% akugwiritsabe ntchito Excel mwanjira ina kutsata momwe Makampani angakhudzire bizinesi. Kafukufuku wathu adapeza kuti mabungwe 47% sakugwiritsa ntchito aliyense ukadaulo wopangidwa ndi cholinga konse pankhani yakukonzekera kapena kasamalidwe kazachuma (zochitika zazikulu za Marketing Performance Management) Mosiyana ndi izi, mabungwe omwe akutukuka kwambiri amathandizira Pulogalamu Yogwira Ntchito Yotsatsa 3.5X nthawi zambiri kuposa omwe amakhala ndi kukula kopanda pake kapena koyipa.
  2. Miyeso yotsatsa yomwe ili yosavuta osati zotheka - Kafukufuku wathu adapeza kuti 6% yokha ya ogulitsa imawona kuti miyezo yawo ikuthandizira kutsatsa komwe kungachitike. Izi zimasiya 94% ya omwe ali mu kafukufuku wathu popanda chitsogozo cholongosoka komwe angagwiritse ntchito ndalama zawo zochepa ndi zinthu zina.

    Makhalidwe a MPM amasiyana kwambiri ndi omwe amayesa kutsatsa. Ngati muyeso wotsatsa wa B2B umaimira zomwe dalaivala amawona pakalilole yoyang'ana kumbuyo kwa galimoto, ndiye kuti MPM imagwira ntchito ngati nyali zoyatsira ndi chiwongolero cha galimoto yomwe imathandizira kuwonekera komanso kuwongolera kwa dalaivala. Allison Snow, Katswiri Wofufuza Kafukufuku, Forrester

  3. Kulakwitsa pakati pa Kutsatsa ndi bizinesi - Makampani omwe akuyembekeza kuti ndalama zopitilira 25% zikukula ali ndi mwayi wowirikiza kawiri kuti akhale ndi malipoti a CMO omwe akuwonetsa zopereka zamsika kubizinesi. Amabizinesi akukulirawa ali pachiwopsezo chachikulu cha 2.5X kuposa mabungwe omwe sakuchita bwino kuti awone zonse zotsatsa komanso zogulitsa nthawi zonse kapena nthawi zambiri zimagwirizana ndi zolinga za kampaniyo. Izi zikutanthauza kuti atsogoleri mu MPM ali ndi ntchito zandalama zomwe zikugwira ntchito mosagwirizana ndi zolinga zamakampani.
  4. Mavuto aubwenzi wa CFO ndi CMO - Mabungwe abwino kwambiri mu kafukufuku wathu anali 3X omwe amatha kugwirizanitsa ntchito za Kutsatsa ndi Ndalama. Komabe, ndi 14% yokha yamabizinesi otsatsa omwe adawona Zachuma ngati mnzake wodalirika, ndipo 28% mwina alibe ubale ndi zachuma kapena amalankhula pokhapokha atakakamizidwa. Izi ndizowopsa chifukwa Kutsatsa kumagwira ntchito kuti mupeze bajeti yoyenera, ndipo kumalepheretsa malingaliro a Kutsatsa ngati gawo limodzi labizinesi. Chikhulupiliro cha CFO ndichofunikira kwa ma CMO amasiku ano.Posiyana ndi omwe amachita zochepa, kafukufuku wathu adapeza kuti mabungwe omwe akutukuka kwambiri amagwira ntchito ndi Zachuma kutsata ndalama ndi miyezo (57% poyerekeza ndi 20% yamakampani omwe ali ndi kuchepa / kusakhazikika). Amayeneranso kulumikizana ndi Zachuma pamayeso amabizinesi ndi mayendedwe (61% poyerekeza ndi 27% yokha yamakampani omwe akukula mosasunthika kapena koyipa.)
  5. Kusagulitsa bwino, kupanga bajeti, ndikukonzekera kuchuluka kwa deta - Makhalidwe abwino (okhudzana ndi ndalama, bajeti, ndi mapulani) ndizovuta pakati pa mabungwe, zomwe zimalepheretsa kupereka malipoti komanso kutha kupanga zisankho zabwino pakutsatsa. Ndi 8% yokha yamabungwe omwe ali ndi zotsatsa, zogulitsa komanso zandalama zandalama zosungira zomwe zimachita “gwero limodzi la choonadi.” ndipo ndi 28% okha omwe akumva kuti zotsatsa zawo zimawerengedwa ndikukonzedwa bwino (izi zikuphatikizapo 8% yoyambayo).
  6. Kusawonekera pama metrics oyambira - Ndi 50% yokha yamabungwe omwe akuti amawoneka bwino, kapena abwinoko, pazoyeserera zoyambira. 13% ya omwe anena kuti sakudziwa komwe moyo wawo wonse sungakhale ndipo sangathe kuthamanga malipoti aliwonse. Kapena.
  7. Kugwiritsa ntchito Martech mosagwirizana - Makampani omwe nthawi zonse amaphatikiza ukadaulo pamabungwe awo onse otsatsa ali ndi mwayi wa 5X kuti awone kukula kwa 25% + kuposa omwe ali ndi kukula kopanda tanthauzo (57% vs. 13%). nsanja yodzichitira m'malo mwa ogulitsa atatu osiyana m'bungwe) zimapangitsa kusiyana. Pafupifupi 60% yamakampani omwe amayembekeza kuti bajeti ikuwonjezeka kuposa 10% akuti kugwiritsira ntchito ukadaulo wotsatsa m'mabungwe nthawi zonse kumakhala kosagwirizana, poyerekeza ndi 36% ya omwe ali ndi kukula kosafunikira. ali ndi chidziwitso chabwino kapena chabwino panjira yawo yaukadaulo wotsatsa, motsutsana ndi 70% ya iwo omwe ali ndi chiyembekezo chakuwonjezeka kwakukula.

Nkhani Za MPM Ku CMO Iliyonse

Kutsatsa kuyenera tsopano kuyang'ana mabungwe awo ngati bizinesi, osati kungogwira ntchito. Ayenera kupanga kuchuluka kwa dola iliyonse kuti akwaniritse momwe magulu awo amagwirira ntchito ndikuwonetsa momwe akukhudzidwira.

A CEO amayembekeza kuti ma CMO atha kusanthula mosavuta momwe kutsatsa kumathandizira. Ma CMO akamatha kupeza zambiri, zonse zimasintha. Wowonera CMO Jen Grant, mu kuyankhulana kwaposachedwa ndi CMO.com

Ma CMO omwe amachita bwino izi amapangitsa anzawo kukhulupirirana, komanso chitetezo chodziwa zoyeserera zawo chimayesedwa ndikuyamikiridwa. Iwo omwe amalephera amapatsidwa gawo lotenga maudindo ndikuwapha, m'malo mokonza njira ndi kutsogolera. Kuti mudziwe zambiri za MPM:

Tsitsani Ripoti Lonse la Benchmark

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