Kuwerengera MarTech ROI Molondola: Chifukwa Chake Ambiri Amati ROI Amaphonya Chilemba

Otsatsa ambiri amavutikabe kufotokoza momveka bwino kapena kuyeza ROI, osayang'ana zomwe zingatheke ndipo nthawi zambiri amalephera kupereka zotsatira zabizinesi pamlingo waukulu.

McKinsey

Otsatsa amakonda kulankhula za kubwerera kwa ndalama, komabe njira ROI amawerengedwa ndi kukwezedwa mu MarTech machitidwe ogulitsa samawonetsa momwe mabungwe amagwiritsira ntchito machitidwewa. Mavenda nthawi zambiri amawonetsa ROI ngati yoyera, mizere yolingana ndi mtengo walayisensi, nthawi yosungidwa, kapena kuwongolera ndalama. Chowonadi ndi chovuta kwambiri. MarTech ndi yobwerekedwa, osati eni ake, ndipo mtengo wake weniweni umawonekera pakapita nthawi kudzera mukutengedwa, kuphatikiza, kusokoneza, ndikusintha m'malo mwake. Popanda kuwerengera zamphamvu izi, ROI imakhala nthano zambiri kuposa metric.

ROI yowona imayamba ndikuvomereza kuti nsanja iliyonse imayambitsa mtengo ndi mikangano isanapange phindu. Ngakhale zida zopangidwira bwino zimafunikira masinthidwe, maphunziro, kusintha kwa kayendetsedwe ka ntchito, kuyeretsa deta, ndi kuwongolera. Nthawi yoyamba nthawi zambiri imabweretsa kusachita bwino pamene magulu akusintha. Ogulitsa samakonda kuwunikira gawo ili. M'malo mwake, amayang'ana pawindo lalifupi pambuyo pokhazikika pamene nsanja ikuchita pachimake. Chithunzichi sichikufotokoza nkhani yonse.

Kupindula kumeneku kumabwera chifukwa chotsegula bwino deta, kuwongolera bwino, komanso kugwiritsa ntchito mogwirizana. Nthawi yomweyo, mabungwe ambiri amalephera kugwiritsa ntchito ngakhale theka la kuthekera kwawo kwa MarTech. Phunziro sikuti MarTech ilibe phindu. Ndikuti mtengo umadalira zambiri kuposa mapulogalamu a pulogalamu komanso chindapusa chapachaka.

Mbali ya Mtengo: Kumvetsetsa Mtengo Wonse wa Mwini

Zolinga zambiri za ROI zimayang'ana pa mtengo wolembetsa, koma chitsanzo chenicheni chiyenera kuphatikizapo mtengo wathunthu wokhala ndi nsanja pa moyo wake wonse (TCO). Ndalamazi zimagwera m'magulu angapo omwe amakhudza kwambiri malipiro.

• Kusintha kokhudzana ndi kusokonezeka: Kutayika kwakanthawi kwa zokolola komwe kumachitika panthawi yokwera, kuyendetsa pawiri kwa machitidwe, ndi nthawi ya kusintha.
• Mtengo wotuluka ndi kusintha: Kutumiza deta, kukonzanso kayendedwe ka ntchito, kulumikiza nsanja zakale ndi zatsopano, komanso kutengera luso la kukonzanso nsanja.
• Ulamuliro ndi kutsatira: Ndemanga zachitetezo, kasamalidwe ka mwayi wofikira, mfundo, zowongolera zowerengera, kusunga deta, ndi kuyang'anira kosalekeza.
• Kukhazikitsa ndi kuphatikiza: Kulumikiza nsanja ku magwero a data, kukonza kayendedwe ka ntchito, minda yama mapu, ndikutsimikizira magwiridwe antchito pa stack.
• Kuvuta kwa nthawi yayitali: Ndalama zowonjezera zogwirizanitsa zomwe zimapangidwa ndi chida chilichonse chatsopano mustakiti.
• Thandizo ndi kukonza: Kuwongolera matikiti, nsikidzi, kukwera kwa mavenda, kuzimitsidwa, ndi zovuta zofananira ndi makina oyandikana nawo.
• Maphunziro ndi kulera: Ogwira ntchito yophunzitsa momwe angagwiritsire ntchito dongosolo, njira zolemberanso, ndikusintha zolemba momwe maudindo ndi mawonekedwe akusintha.

Pokhapokha pakuphatikiza zinthu izi ROI imakhala chizindikiro chazachuma m'malo motsatsa malonda.

Ubwino wa Phindu: Kupanga Mtengo Kuwoneka ndi Kuyeza

Kutembenuka kwabwinoko, mitengo yotseguka yokwera, kapena kasamalidwe ka kampeni kabwino kwambiri ndizizindikiro zothandiza, koma zimayimira zochitika m'malo mwa mtengo. Zopindulitsa ziyenera kumangirizidwa mwachindunji ku zotsatira zachuma kuti ziwerengedwe ngati ROI. Ndalama zowonjezera zimakhala zofunikira pokhapokha ngati zimabweretsa phindu lowonjezereka. Kuchita bwino kumangofunika kokha ngati kumachepetsa mtengo wantchito kapena kumasula zinthu zoyendetsera kukula. Zochita zokha zimangofunika pokhapokha ngati zikupanga kusintha kwakukulu pa moyo wamakasitomala.

Mabungwe omwe amawunika MarTech kuti azitha kuchita bwino m'malo mochita bwino kwambiri, amakhala ndi zotsatira zamphamvu. Manambala okwera amawonetsa njira iyi. Kuchita bwino sikumachokera ku zida zodzipatula koma kuchokera ku data yophatikizika, magulu ogwirizana, ndi machitidwe ogwirizana pamakanema.

Kufunika Kwa Nthawi: Kodi ROI Imayesedwa Liti?

ROI si chithunzithunzi. Ndi phiri lomwe limasintha. M'miyezi yoyamba itatha kukhazikitsidwa, ndalama zambiri zimaposa phindu. Pamene kulera kukukulirakulira ndi kukhazikika kwa ntchito, zopindulitsa zimayamba kuwunjikana-pamapeto pake, magwiridwe antchito amatsika kapena kutsika pomwe zida zazaka kapena matekinoloje atsopano amatuluka. Komabe kafukufuku wochuluka wa mavenda amayesa ROI mwachisawawa panthawi yachitukuko ndikunyalanyaza nthawi zomwe ndalamazo zimabweretsa kubweza kolakwika kapena kusalowerera ndale.

Izi zimadzutsa funso lofunika kwambiri la nthawi. Kodi mukuyesa ROI kupitilira chaka chimodzi, zaka zitatu, kapena moyo wonse womwe ukuyembekezeredwa papulatifomu? Makampani ambiri amalowetsa makina akuluakulu a MarTech pazaka zitatu mpaka 5 zilizonse, ngakhale kuwerengera koyambirira kwa ROI kumatengera nthawi yayitali. Popanda kuzindikira nthawi, ROI imakhala yosatheka kutanthauzira.

Kuunika kodalirika kumatanthawuza chiyambi cha kuyeza, nthawi yoyembekezeka yokhazikika, nthawi yofunikira kuti mukwaniritse mtengo wonse, ndi malo omwe angasinthidwe. M'malo olembetsa olembetsa pomwe ukadaulo ukusintha nthawi zonse, malire awa ndi ofunikira.

Chifukwa Chake Maphunziro a Ma Vendor Case Nthawi zambiri Amawonjezera ROI

Maphunziro amilandu amapangidwa kuti akope, zomwe zikutanthauza kuti amawonetsa zotsatira zabwino kwambiri. Nthawi zambiri zimadalira kukhazikitsidwa kwamphamvu kwachilendo, kufananiza koyenera, kapena kuwongolera kosagwirizana ndi bungwe. Mtengo wofunikira monga maphunziro amkati, kusamalitsa kophatikizana, ndi chithandizo chapamwamba zimachotsedwa nthawi zonse.

Poyesa phunzirolo, zimathandiza kufunsa mafunso angapo:

• Kodi bungweli linayambira pati, ndipo likufanana ndi lanu?
• Ndi ndalama ziti zomwe zidasiyidwa?
• Kodi panali kusintha kwina komwe kunachitika nthawi imodzi?
• Kodi zotsatira zinayesedwa nthawi yayitali bwanji mutatha kukhazikitsa?
• Kodi anali woimira deta wa bungwe lonse kapena gulu laling'ono lochita bwino kwambiri?

Mafunsowa ndi ofunikira chifukwa kupambana kwa MarTech kumasiyanasiyana kutengera kukhwima, chikhalidwe, komanso kukonzekera kwa data.

Momwe Mungawerengere ROI

Mabungwe akamayesa ukadaulo wamalonda, ROI nthawi zambiri imawonetsedwa ngati chiwerengero chosavuta chomwe chimafanizira mtengo wa chilolezo ndi kukhazikitsa motsutsana ndi mtengo womwe nsanja imati ikupanga. Mavenda amakonda kawonedwe kosavuta kameneka chifukwa kamapereka manambala ochititsa chidwi komanso amapewa zochitika zenizeni zomwe zimakhudza kulondola kwachuma.

Basic ROI Formula

Pazofunikira zake, formula ya ROI ndi:

Basic MarTech ROI Fomula

Kwa ogulitsa a MarTech, izi zimagawidwa nthawi zambiri monga:

Basic ROI Fomula Kuphatikiza Nthawi

M'malo mwake, kugulitsa kwa MarTech kumabweretsa ndalama zowonjezera pakapita nthawi.

Fomula Yowona ya ROI, Kuphatikiza Nthawi

Fomula iyi ikuwonetsa zenizeni zachuma za ndalama za MarTech. Imawononga ndalama zonse ndikuziyesa munthawi yodziwika, ndikuchotsera komwe mungafune.

Zosintha izi zimagawidwa motere:

• ubwino: Kupindula kwachuma komwe kumapangidwa ndi nsanja ya MarTech nthawi iliyonse, kuphatikiza ndalama zowonjezera, kusinthika kwabwino, kuchepetsa ndalama zogwirira ntchito, kapena kukwera kwa mtengo wamoyo wamakasitomala (CLV).
• ChangeMgmt: Kusokonekera kwa bungwe ndi kutayika kwa zokolola komwe kumachitika ngati magulu akusintha kunjira zatsopano, machitidwe apawiri, kapena maudindo osinthidwa.
• ExitCost: Mtengo wonse woyimitsa kapena kusintha pulatifomu kumapeto kwa nthawi yowunika, kuphatikiza zilango, kutumiza kwa data, ntchito yosamuka, ndi zida zomangira kwakanthawi.
• Malamulo: Mtengo wowongolera kutsatiridwa, zilolezo, mtundu wa data, kuwunika kwachitetezo, zowerengera, ndi kuyang'anira mfundo mosalekeza.
• kukhazikitsa: Mtengo wokonzekera, kuphatikiza, kusintha, ndi kutumiza nsanja, kuphatikizapo nthawi yaumisiri wamkati, alangizi akunja, kuyeretsa deta, ndi kutsimikizira.
• License: Ndalama zolembetsa kapena zogwiritsira ntchito zomwe zimaperekedwa nthawi iliyonse, kuphatikiza ziphaso zoyambira, zowonjezera, mipando, ndi zolipiritsa za mita kapena zochulukirapo.
• N: Chiwerengero chonse cha nthawi zomwe zimagwiritsidwa ntchito pakuwunika kwa ROI, zogwirizana bwino ndi moyo weniweni wa dongosolo.
• r: Mtengo wochotsera womwe umagwiritsidwa ntchito powerengera mtengo wanthawi yandalama, womwe nthawi zambiri umayenderana ndi mtengo wakampaniyo kapena chiwopsezo chodziwikiratu.
• Support: Mtengo wopitilira wogwirira ntchito kuti nsanja igwire ntchito, kuphatikiza ntchito ya desiki, kukwera kwa mavenda, kutsika, QA, kukonza zolakwika, ndi kuthetsa mavuto.
• t: Nthawi yeniyeni yomwe ikuwunikiridwa, nthawi zambiri mwezi kapena chaka.
• TechDebt: Kuvuta kwa nthawi yayitali komwe kumawonjezeredwa patekinoloje yomwe imayenera kusamalidwa, kuphatikiza kusamalitsa, kuwongolera kachitidwe kantchito, kusintha kwa schema, ndi kupitilira apo.
• Training: Mtengo wopitilira wa ogwiritsa ntchito, kuchititsa zokambirana, kukonzanso zolemba, komanso kupititsa patsogolo luso la ogwiritsa ntchito pakapita nthawi.

Kupanga Zolemba Zolondola za ROI

Njira yodzitchinjiriza kwambiri yoyezera MarTech ROI ndikudutsa scenario modeling. M'malo moumirira yankho limodzi, zitsanzo zimasonyeza kusatsimikizika ndi kusinthasintha. Chochitika chodziyimira pawokha chimatengera kutengera pang'onopang'ono komanso kuphatikizidwa kwamitengo yonse. Zochitika zomwe zikuyembekezeredwa zimayimira momwe gulu likugwirira ntchito komanso zopindulitsa zenizeni. Chochitika chaukali chikuwonetsa zomwe zingatheke pansi pa kuphedwa mwamphamvu ndi utsogoleri wabwino.

Nawa mndandanda wamasitepe opangira mawonekedwe a MarTech ROI.

1. Tanthauzo lachiwonetsero: Khazikitsani moyo weniweni wa nsanja ya MarTech, nthawi zambiri zaka zitatu kapena zisanu. Izi zimayika zenera la nthawi ya ndalama zonse ndi zopindulitsa.
2. Dziwani magulu onse amtengo: Lembani chigawo chilichonse chamtengo wapatali pa moyo wonse, kuphatikizapo kupereka zilolezo, kukhazikitsa, kuphunzitsa, thandizo, utsogoleri, kasamalidwe kakusintha, ngongole zaukadaulo, ndi ndalama zotuluka.
3. Dziwani magulu onse opindulitsa: Dziwani mitundu ya phindu lazachuma lomwe mukuyembekezera, monga kuchuluka kwa ndalama, kuwongolera malire, kukwezedwa posungira, kupulumutsa antchito, kapena kuchepetsedwa kwa chiwopsezo.
4. Khazikitsani magwiridwe antchito: Lembani ndondomeko yamakono, ndalama, ndi zotsatira kuti mukhale ndi maziko odalirika owerengera kusintha kwamtsogolo.
5. Tanthauzirani mfundo zazikuluzikulu: Khazikitsani malingaliro omveka bwino a mitengo yotengera ana, kuwongolera bwino, kuchuluka kwa ndalama, kusintha kwa ogwira ntchito, ndi kuchuluka kwa kagwiritsidwe ntchito komwe kakuyembekezeka.
6. Pangani zochitika zitatu: Pangani zosasintha, zoyembekezeredwa, komanso zankhanza. Aliyense ayenera kukhala ndi malingaliro osiyanasiyana okhudzana ndi kukhazikitsidwa, kukweza kachitidwe, kachitidwe ka mtengo, ndi kukhwima kwa timu.
7. Perekani mitengo nthawi iliyonse: Pazochitika zilizonse, phindu la pulojekiti ndi mtengo wake nthawi iliyonse (t mpaka N) m'malo mogwiritsa ntchito chiwonkhetso chapachaka chimodzi.
8. Ikani kuchotsera: Gwiritsani ntchito chiwongola dzanja (r) kuti musinthe mitengo yamtsogolo kukhala mtengo wapano, kuwonetsa mtengo wanthawi ya ndalama.
9. Werengerani ROI pazochitika zilizonse: Gwiritsani ntchito fomula ya ROI yonse kuti muwerenge ROI yanthawi zingapo pamilandu yokhazikika, yoyembekezeredwa, komanso yaukali.
10. Chitani sensitivity kusanthula: Yesani zomwe malingaliro amakhudza kwambiri ROI posintha masinthidwe monga kuchuluka kwa kulera, kukula kwa ziphaso, kapena kukwezedwa kwa phindu lomwe akuyembekezeredwa.
11. Fananizani zotuluka ndi milingo yowopsa: Unikani zochitika zomwe zikugwirizana bwino ndi kuthekera kwa bungwe, kukonzekera kwa data, ndi kupezeka kwa zinthu.
12. Perekani nkhani yovomerezeka: Perekani malingaliro ozikidwa pa zochitika zomwe zimapangitsa kusatsimikizika ndi kumveketsa bwino zomwe ziyenera kukhala zoona kuti ndalamazo zikwaniritse zomwe zikuyembekezeka.

Chochitika chilichonse chiyenera kukhala ndi nthawi yodziwika bwino komanso kuwerengera ndalama zonse ndi zopindulitsa. Chitsanzochi chimapatsa atsogoleri malingaliro okhazikika a zotsatira zomwe zingatheke ndikuthandizira kupewa kudalira kwambiri zolosera zamtsogolo.

Chifukwa chiyani ROI Iyenera Kuthandizira Njira M'malo Moisintha

Ngakhale ndi miyeso yamphamvu, ROI siyenera kukhala yokhayo yomwe imatsimikizira ndalama za MarTech. Mabungwe omwe akuchita bwino kwambiri amagwiritsa ntchito ROI kuwongolera zisankho, koma amaika ndalama pazifukwa zabwino. Amafuna kugulitsa mwachangu, zokumana nazo zabwinoko zamakasitomala, kutsegulira kwa data kodalirika, kusinthika kwamphamvu, komanso kulumikizana kolimba pakati pamagulu. Zinthu izi zimapanga mwayi wampikisano ngakhale zopereka zawo ku ROI sizikuwoneka nthawi yomweyo.

Kufunika kwanthawi yayitali kumabwera chifukwa chogwiritsa ntchito MarTech ngati chothandizira njira m'malo mophatikiza zida zolumikizidwa. Kuwerengera kwa ROI kumakhala kopindulitsa kokha ngati kumagwirizana ndi njira yotakata iyi. Amapereka chidziwitso chandalama koma sayenera kubisa kuthekera kwa bungwe komwe kumafunikira kuti atsegule mtengo weniweni.

ROI Ndi Chilango, Osati Chidziwitso Chogulitsa

Accurate MarTech ROI imafuna zambiri kuposa kufananiza ndalama zalayisensi kuti ziwonekere. Pamafunika malire omveka bwino a nthawi, kuwerengera ndalama kwathunthu, kupereka phindu lenileni, komanso kumvetsetsa momwe bungwe lingagwiritsire ntchito bwino luso lomwe limagula. Zomwe apeza kuchokera kwa Kearney zimatsimikizira mfundoyi. Zopindulitsa zazikulu za ROI zimatheka, koma pokhapokha ngati nsanja zikuphatikizidwa bwino komanso pamene oposa theka la mphamvu zawo akugwiritsidwa ntchito.

M'dziko lomwe MarTech ikusintha mosalekeza komanso ilibe eni ake, ROI iyenera kuwonedwa ngati kusanthula kwamoyo m'malo mongonena zokhazikika. Mabungwe omwe amayandikira ROI motere amapanga zisankho zabwino zogulira ndalama, amapeza zotulukapo zamphamvu, ndikupewa chizolowezi chogula zinthu mopambanitsa ndikugwiritsa ntchito mochepera zomwe zafala kwambiri pamsika.