Chifukwa chiyani Martech ndi Strategic Imperative pakukula kwa Bizinesi

Kukula kwa Bizinesi

Ukadaulo wotsatsa yakhala ikukula pazaka XNUMX zapitazi, osatinso zaka. Ngati simunamukumbatire Martech, ndikugwira ntchito yotsatsa (kapena kugulitsa, ndiye) ndibwino kuti mukwere musanakwereko! Ukadaulo watsopanowu wapatsa mwayi kwa mabizinesi kuti apange makampeni olimbikitsa komanso osavuta kuyerekeza, kusanthula zamalonda pakadali pano, ndikusintha kutsatsa kwawo kuyendetsa kutembenuka, zokolola ndi ROI mmwamba, ndikuchepetsa ndalama, nthawi ndi kusachita bwino. Ndi zomwe tikambirane m'nkhaniyi - momwe ukadaulo wotsatsa umathandizira kuti mabizinesi akule, ndikupanga bizinesi yoonekera.

Kutsatsa kwa Agile kumatanthauza ROI yabwinoko

Madipatimenti ambiri otsatsa amakhala osamala kuwononga ndalama zawo kutsatsa chifukwa saganiza kuti anganene ndendende yemwe adzawona zotsatsa. Izi zikadakhala zoona mdziko lakale lazotsatsa, koma, masiku ano, zidziwitso zonse zili pafupi ndi dipatimenti yotsatsa.

Ndiukadaulo wotsatsa, wotsatsa, bizinesi yayikulu kapena eni kampani amatha kuyang'anitsitsa momwe ntchito yotsatsira ikuyendera ndikuwunika yemwe akuwona malondawa, ndi mtundu wanji wazomwe zikuchitika pano komanso zomwe zipitilize. Izi zitha kusinthidwa moyenera kuti makasitomala ambiri azibwera pakhomo.

Mwanjira ina, Martech imathandizira kusintha kosalekeza kuyendetsa magalimoto olunjika kwambiri, kupanga zitsogozo zambiri, ndikufotokozera ROI kubizinesi moonekera. Dan Purvis, Mtsogoleri ku Comms olamulira

Makampani ali ndi mwayi wambiri wakudzikongoletsa ndikukhazikitsa njira zawo molondola polosera zamtsogolo mosavuta. ROI ndi zomwe kuyenda kulikonse kwamalonda kumapangidwira kuti zikwaniritse. Mukufuna kutuluka zochulukirapo kuposa momwe mudayikiramo, ndipo muli ndi zambiri kuti musanthule ndikugwiritsa ntchito kuloza mphamvu ndi zofooka, njira zanu zitha kukhala zolondola komanso zotheka kuposa kale.

Kutsatsa kwalowa munthawi yayikulu yosintha kwabwino, ndipo kudzera pakupanga matekinoloje atsopano ndi njira zomwe zakhala zotheka.

Martech amaika kasitomala wanu poyamba

Kutsatsa kudalira nthawi zonse pazosankha za kasitomala komanso kuzindikira. Koma, popeza zambiri zayamba kupezeka, njira ndi njira zogwiritsa ntchito ndikusanthula izi zakhala zotsogola kwambiri.

Makampaniwa adakhala ndi mwayi wambiri wokhala ndi chidziwitso chochuluka komanso osamvetsetsa tanthauzo lake kapena momwe angawathandizire, kutha kuziwunika zonse munthawi yeniyeni ndikuwunikiranso zofunikira kuchokera pamenepo.

Mwakutero, udindo wa wotsatsa (ndi dipatimenti iliyonse yotsatsa) wasintha kupitilira luso. Chakhala chofunikira pakukula kwamabizinesi powonjezera gawo limodzi la sayansi komanso kukhwimitsa pakufufuza. Palibe pobisalira, koma kulikonse komwe mungakulire.

Kukula Kwa Ntchito Zotsatsa

Ntchito zamalonda zakhala ngati gawo losangalatsa lomwe lakhala likuchulukirachulukira chifukwa chakukhudzidwa kwazomwe bizinesi imachita poyendetsa ROI yooneka komanso yofanana. Imakonzekera mwadongosolo njira ndi njira zanu, kudzera paukadaulo komanso mogwirizana ndi zochitika kunja kwa dipatimenti yotsatsa. Ntchito zogulitsa bwino ndichofunikira pakulumikizitsa bizinesi yonse ndikukwaniritsa zolinga zanu zoyambirira.

Kugawanika kwapakati pa dipatimenti kumakonda kukambidwa, koma ma silos a intra-department nthawi zambiri amanyalanyazidwa. Mwachitsanzo, mkati mwa dipatimenti yanu yotsatsa, pakhoza kukhala kupatukana komanso kusamvana. Ntchito zotsatsa zosiyanasiyana zitha kugwira ntchito payokha popanda kulumikizana kwakukulu ndi malingaliro; Zambiri zitha kusokonezedwa, kulowetsedwa molakwika chifukwa cha zolakwika za anthu, kapena kusungidwa m'njira zosiyanasiyana komanso m'malo osiyana. Kusowa kwa kulankhulana nawonso amatenga gawo lofunikira posiyanitsa lomwe liyenera kukhala gawo logwirizana logwirizana.

Masiku ano, kutsatsa kumayendetsedwa ndi ukadaulo. Ngakhale simukuzindikira kuti bizinesi yanu imayendetsedwa ndiukadaulo, mutha kukhala otsimikiza kuti ili ndi malonda ogulitsa. Kaya ndizofunikira kwambiri komanso zodziwika bwino monga Google Analytics,Hootsuite kapena Mailchimp, kapena mapulogalamu ena apadera a niche yanu.

Tekinoloje imatha kuthandizira kuwonetsetsa kuti njira izi zidagwirizanitsidwa. Zolinga zomwe zili mu dipatimenti yanu yotsatsa zitha kukhala zosiyana koma tsopano zitha kuphatikizidwa, kusinthidwa ndikugwirizana. Makampani opitilira 4,000 tsopano ali nawo ndalama muukadaulo wotsatsa, ndipo ndi makampani omwe akukula, omwe mabizinesi onse atha kupindula nawo.

Akatswiri ambiri amalonda amadziona ngati "opanga". Ndi chifukwa chomveka, naponso, popeza ndichinthu chofunikira pantchito yawo komanso yomwe yakweza kutsatsa kupitilira "zabwino kukhala", kukhala ndi chiwonetsero chazamalonda. Komabe, ngakhale izi, sizinatheke kuwonedwa ngati chofunikira ndi Board ndi C-Suite.

Komabe, pamene matekinoloje anzeru ndi Big Data zikupitilizabe kupanga makampeni otsatsa malonda, ndi nthawi yovomereza kutsatsa ndi sayansi. Yoyendetsedwa ndi ukadaulo, komabe ndikuphatikiza kuzindikira kwanzeru kwa gulu lanu, kutsatsa kwakhala luso la sayansi lomwe lingayesedwe, kutsatiridwa ndikuwunikidwa mosamala, kuti zitsimikizire zotsatira zabwino kwambiri.

80% yamakampani Tsopano khalani ndi ukadaulo waluso wotsatsa kapena wofanana malinga ndi 2015-16 Gartner CMO Spend Survey. Izi zikugwirizana ndi mfundo yoti ukadaulo wotsatsa ukhalabe pano ndikuti umangopitilira pakuthandizira pakusakaniza kwamalonda. Popeza zimathandizira kuyendetsa malonda, kukonza bwino ntchito, komanso kupanga bizinesi yooneka bwino ya ROI, kutsatsa tsopano kumatha kukhazikitsidwa ngati njira yofunikira yomwe imathandizira kufulumira kukula kwa bizinesi iliyonse.

Ndi makampeni olunjika kwambiri, kutsogola kotsogola ndi malonda akuyenera kukulitsidwa kuti apereke ma ROI apamwamba. Izi zikuyenera, motero, kukulolani kuti mukwaniritse chiyembekezo chilichonse chamsika wanu, popeza muli ndi chidziwitso chotsimikizira kuti mukudziwa zomwe akufuna.

Martech si chatsopano…

Martech si lingaliro latsopano, komabe, ndipo ikaphatikizidwa ndi ntchito zotsatsa imatha kuyendetsa ulendo wanu wamakasitomala ndikufulumizitsa kukula kwa bizinesi yanu kuchokera pakudziwitsa mtundu mpaka kutsogolera mtundu ndi malonda. Mutha kukhala otsimikiza kuti omwe akupikisana nawo mu niche yanu akumanga malo awo otsatsa, ngati sakugwiritsa ntchito kale, chifukwa chake muyenera kuchita chimodzimodzi.

Kusankha kunyalanyaza zabwino zomwe ukadaulo wotsatsa ungabweretse kubizinesi yanu ndikusankha kuti mudzipangire nokha pangozi kwa omwe akupikisana nawo. Malo amakono ogulitsa ndi kutsatsa asintha mwanjira yabwino kwambiri chifukwa chaukadaulo; bizinesi yanu iyenera kuwonetsetsa kuti isinthanso.

Ngati mukufuna kuwona momwe Martech angathandizire kukulitsa bizinesi yanu, chonde onani Comms olamuliramisonkhano - timakonda zokambirana zopanda udindo!

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