7 Kukanganisa Iwe Uchaita Mukushambadzira Kuita

Allocadia Kushambadzira Performance Management

CMO mabhajeti ari kudzikira, sezvo vashambadziri vachirwira kukura kwemari, sekureva kwaGartner. Nekuongorora kukuru pamusoro pekudyara kwavo kupfuura nakare kose, maCMO anofanirwa kunzwisisa zviri kushanda, chii chisiri, uye kupi kwekushandisa dhora ravo rinotevera kuti varambe vachiwedzera kukanganisa kwavo pabhizinesi. Pinda Kushambadzira Performance Management (MPM).

Chii chinonzi Kushanda Kwekuita Management?

MPM mubatanidzwa wemaitiro, matekinoroji, uye zviito zvinoshandiswa nemasangano ekushambadzira kuronga zviitiko zvekushambadzira, kuongorora zvabuda zvichipesana nezvinangwa zvakasimbiswa, uye kuita sarudzo dzinogutsa.

Nekudaro, nhasi, 21% chete yemakambani anokwanisa kunyatsonzwisisa mupiro weKushambadzira kumari, zvinoenderana Allocadia's 2017 Kushambadzira Performance Kukura Benchmark Kudzidza. Uku kutsvagurura kwakadzika zvakadzika muchinetso mukutaurirana kwemhando yepamusoro pamwe nekutungamira maCMO pamwe nekuferefetwa kwehuwandu hwakawanda.

Zvine Kubudirira Zvinhu zveVakakwirira-Vanoita Vatengesi

Pakazara, nepo indasitiri ichine basa rakawanda rekuita kugadzirisa kugamuchirwa uye kukura kweMPM, kune masangano anotungamira ari kuisa mwero kune vezera ravo.

Isu takawana dzinoverengeka dzekugovana budiriro zvinhu zveava vatengesi vepamusoro:

  1. Kutarisa kwakasimba pane dhata rekushanda kwedhata; investments, anodzoka, uye zvine hungwaru maonero e data senge ROI.
  2. Kushandiswa kusingaenderane kwetekinoroji pasirese, uye kusangana pakati pezvikamu zvese zvetekinoroji yavo.
  3. Kunyatso kuchenesa dhata dhata.
  4. Kuyera kunoratidza kukosha kwavo kubhizinesi uye nezvinangwa zvaro.

Chidzidzo ichi chakafumurawo zvinomwe zvikanganiso zvikuru zviri kuitwa nemasangano maererano neMPM:

  1. Yakanyanya yechinyakare tekinoroji - Vatengesi zvikwata vanovimba nehunyanzvi hweanhasi CRM masystem. Mari yanga ichitarisirwa nehurongwa hweE ERP kwemakore. Nekudaro, iyo 80% yemasangano achiri kushandisa Excel neimwe nzira kuteedzera zvinoitika zveKushambadzira pane bhizinesi. Chidzidzo chedu chakawana kuti 47% yemasangano haasi kushandisa ani chinangwa-chakavakwa tekinoroji zvachose kana zvasvika pakuronga kana kudyara manejimendi (epakati zviitiko zveKushambadzira Performance Management) Mukupesana, epamusoro-kukura masangano anowedzera Kushambadzira Performance Management software 3.5X kakawanda kupfuura idzo dzine kukura kana kutadza kukura.
  2. Kuyera zviyero zviri nyore kwete zvinoitika - Chidzidzo chedu chakawana kuti chete 6% yevatengesi vanonzwa kuti zviyero zvavo zvinobatsira kuona inotevera yekutengesa chiito. Izvo zvinosiya 94% yeavo vari muchidzidzo chedu vasina gwara rekurongedzwa kuti voshandisa kupi bhajeti yavo shoma uye zviwanikwa.

    Hunhu hweMPM hwakanyatsosiyana neiyo yekuyera kuyerwa. Kana chiyero chekushambadzira cheB2B chinomiririra zvinoonekwa nemutyairi mugirazi remota rinotarisa kumashure, ipapo MPM inoshanda semarambi emagetsi uye vhiri remota pachayo rinovandudza kuona uye kutonga kwemutyairi. Allison Snow, Muongorori Wekutsvagisa Mukuru, Forrester

  3. Kusarongeka pakati peKushambadzira nebhizinesi - Makambani anotarisira anopfuura makumi maviri neshanu muzana emari yekukura anowedzera zvakapetwa kaviri kuti ave neMMO-level nhepfenyuro inoratidza mupiro weMarketing kubhizinesi. Aya mabhizimusi ekukura-kumusoro anenge angangoita 25X angangoita kupfuura asiri kuita zvakanaka masangano kuti aone zvese kushambadza uye data rekutengesa nguva dzose kana kazhinji zvinowirirana nezvinangwa zvekambani. Izvi zvinoreva kuti vatungamiriri muMPM vane mabasa emari ebhizinesi anoshanda mukiyi-nhanho nezvinangwa zvekambani.
  4. CFO uye CMO hukama hwehukama - Masangano akanakisa muchidzidzo chedu aive 3X mikana yekuenzanisa mashandiro eKushambadzira neMari. Nekudaro, chete 14% yemasangano ekushambadzira akazara akaona Mari semunhu anovimbwa naye, uye 28% vanogona kunge vasina hukama nemari kana kutaura chete pavanomanikidzwa. Izvi zvine njodzi zvakanyanya sezvo Kushambadzira kunoshanda kuchengetedza mabhajeti akakodzera, uye kunogumira maonero ekushambadzira sechikamu chakakosha chebhizinesi. Kuvimba kweCFO kwakakosha kune maCMO anhasi.Kusiyana nevanoita zvakaderera, chidzidzo chedu chakawana kuti masangano ekukura kwepamusoro anoshanda neMari kuteedzera mari uye zviyero (57% zvichienzaniswa ne20% yemakambani ane kukura kwakadzika / kwakashata). Ivo zvakare vanokwanisa kuenderana neMari pazviyero zvebhajeti nekudzoka (61% zvichienzaniswa ne 27% chete yemakambani ane kukura kwakadzika kana kushata.)
  5. Kudyara kwakashata, bhajeti, uye kuronga dhata mhando - Dhata mhando (inoenderana nemari, mabhajeti, uye kuronga) idambudziko rakajairika pakati pemasangano, ayo anotadzisa kuzivisa uye kugona kuita zvisarudzo zviri nani zvekushambadzira. Asi chete 8% yemasangano ane rekushambadzira, rekutengesa uye rezvemari dhata mune imwe dura yedhata inoshanda se “tsime rimwe rechokwadi.” uye chete 28% vanonzwa data rekushambadzira rakaverengerwa uye rakamiswa zvakanaka (izvi zvinosanganisira iyo yekutanga 8%).
  6. Kushaikwa kwekuonekwa mune yekutanga metric - Chete 50% yemasangano inoratidzira kuve nekuonekwa kwakazara, kana zvirinani, mumatanho ekutanga ekutengesa. 13% yeavo vakataura kuti ivo havatomboziva kunogara data ravo rese uye havagone kumhanya chero mitsara. Ouch.
  7. Kushandiswa kusingaenderane kweMartech - Makambani anogara achibatanidza tekinoroji pasangano ravo rese rekushambadzira vane 5X sezvingaite kuti vaone 25% + kukura kwemari kupfuura avo vane kukura kwakadzika kana kushata (57% vs. 13%) .Kunyanya, kushandiswa kusingagumi kwetekinoroji yekushambadzira (semuenzaniso kushambadzira kumwe chete. otomatiki chikuva pane vatatu vatengesi vakasiyana pasangano) zvinoita mutsauko. Vanosvika makumi matanhatu kubva muzana emakambani anotarisira bhajeti inowedzera pamusoro pegumi muzana vanotaura mashandisiro avo ekushambadzira tekinoroji kumasangano kuti agare kana kazhinji achienderana, zvichienzaniswa ne60% yeavo vane gorofa kusvika pakukura kwakashata Pakupedzisira, 10% emakambani anotarisira kuti mari inowedzera. vane chakanaka kana chakanakisa kujekesa yavo yekushambadzira tekinoroji mugwagwa, maringe ne36% yeavo vane flat kune zvakashata kukura zvinotarisirwa.

MPM Nyaya Kune Ese CMO

Kushambadzira kunofanirwa ikozvino kutarisa kusangano ravo zvakanyanya sebhizinesi, kwete kungori basa. Ivo vanofanirwa kuita madhora ese kuverenga kuti vawedzere mashandiro etimu yavo uye varatidze maitiro avo.

CEO vanotarisira kuti maCMOs anogona kuongorora zviri nyore kuti kushambadzira kuri kubatsira sei pasi. Kana maCMO ave kuwana data, zvese zvinoshanduka. Mutariri CMO Jen Grant, mune ichangobva kubvunzwa neCMO.com

CMOs dzinobudirira pane izvi dzinowana kuvimba nekuvimba kwevezera ravo, uye chengetedzo yekuziva kwavo kuyerwa kuyerwa uye kukosheswa. Ivo vanokanganisa vanopihwa basa rekutora maodha nekuuraya, pane kuronga uye kutungamira. Kuti udzidze zvakawanda nezve MPM:

Dhawunirodha Yakazara Benchmark Report

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