Kodi Kulemeretsa Zinthu ndi Chiyani? Buku Lothandiza Magulu a GTM

Ma CRM ambiri amagwiritsa ntchito mbiri zomwe sizili bwino. Kafukufuku wa 2025 pa ogwiritsa ntchito oposa 600 CRM anapeza kuti 76% Mabungwe ambiri amanena kuti osachepera theka la deta yawo ndi yolondola ndiponso yathunthu. Zina mwa zimenezi ndi zinthu zakale. Zambiri mwazinthuzi ndi zopanda pake: dzina ndi imelo, popanda malonda, palibe kukula kwa kampani, Palibe njira yodziwira ngati munthu amene ali kumbuyo kwa mbiriyo ndi woyenera kumutsatira.

Mpukutu umenewo uli pamene njira zopangira zitsulo pang'onopang'ono agwe pansi. Magulu amapanga b2b kupita ku njira ya msika pamwamba pa ma record amene amaoneka okwanira koma sali, ndiye ndikudabwa chifukwa chake kukondera kumakhala kosayenera ndipo kuwerengera kumakhala koyenera. Nkhaniyi ikufotokoza zimene kwenikweni deta kulemera ndi, mmene zimasiyanirana ndi deta kuyeretsa, mitundu yaikulu ofunika kudziwa, mmene ntchitoyo ikuyendera, ndiponso kaŵirikaŵiri imene iyenera kuchitika.

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Kodi Kulemeretsa Zinthu ndi Chiyani?

Kulemeretsa deta ndi njira yowongolera deta yomwe ilipo powonjezera mfundo zina zochokera mkati kapena kunja. Chidziwitso chimene chimayamba ndi dzina ndipo imelo imapangidwa ndi mfundo zomwe zimapangitsa kuti zikhale zothandiza: udindo wa ntchito, kukula kwa kampaniyo, malonda, luso la zipangizo zamakono. Zimene zinali chidutswa cha zinthu zina zimasanduka mbiri yonse.

Magulu ambiri amaonetsa kuti zimenezi ndi zoyeretsa zokha. Koma si choncho. Zinthu zimene zili ndi zinthu zambiri zimakhala zachikale ngati mmene zilili ndi zinthu zina zosafunika. Anthu amasintha maudindo. Makampani amaphatikizana. Mzere wowongoka umene unagwira ntchito mu January ukhoza kuoneka kuti ndi wa pa desiki lina m'chilimwe. Kuona kuti kulemera kwa zinthu n'kofunika kwambiri m'malo mochita chizoloŵezi chopitirira, kumasonyeza kuti deta "yotsuka" imasinthanso kukhala yosadalirika.

Kulemeretsa Zinthu ndi Kuyeretsa Zinthu

Zili ndi vuto ngati anthu awiriwo amagwiritsidwa ntchito mosinthana. Iwo akuthetsa mavuto aŵiri osiyana.

Kuyeretsa deta kumakonza zimene zilipo kale. Kuwongolera dzina la kampani lomwe silinalembedwe bwino, kuphatikiza maubwenzi awiri, kuika muyezo momwe manambala a foni kapena maudindo antchito amawonetsedwa, kusinthitsa mtengo umene wakhala wakale. Mbiri imeneyi ilipo. Kuyeretsa kumatsimikizira kuti ndi kolondola.

Kulemeretsa deta kumawonjezera zimene sizinagwiritsidwepo ntchito poyamba. Dzina la ntchito, ndalama zimene kampaniyo imapeza, luso lake, kaya ndi gawo liti limene linapezeka kuti silinalembedwe. Izi sizikhala kukonza, koma kukulitsa.

Anthu aŵiriwo sakupikisana. Iwo amagwira ntchito molondola, ndipo dongosolo ndi lofunika. Choyamba, kuyeretsa, chachiwiri, kulemera. Ogulitsa deta kugwirizana ndi zolowetsa zoyera molondola kwambiri kuposa zosokoneza. Kulemba molakwika dzina la kampani kapena mtundu wosagwirizana wa domain kumatanthauza kufanana koipa, kapena kusagwirizana konse, pamene mbiriyo ikukwaniritsa chiphaso cholemera.

Zimenezi n'zoonadi makamaka kwa Kulemeretsa deta za CRM, kumene mbiri zimaphatikizapo zaka zambiri za kusagwirizana kwa zolemba pamanja aliyense asanaganize zozilemeretsa. Ngati simunatsatire ndondomeko yoyeretsa, simungakonze database. Mukungomanga nyumba zambiri pamwamba pa maziko osagwedezeka.

Mitundu ya Kulemeretsa Zinthu

Si ntchito yonse yolemeretsa imene ili yofanana. Kulemba ndalama zimene kampani imapeza n'kosiyana ndi kufufuza ngati munthu wina wangopita kumene ku tsamba la mitengo ya mpikisano. Kwa munthu wina Mtsogoleri wa GTM kapena gulu la deta, kudziwa kuti ndi mtundu wanji umene umathetsa vuto liti n'kofunika kwambiri kuposa kuthamangitsa nkhani zonse zokhudza iwo.

Kulemeretsa kwa Firmographic

Izi ndi deta ya m'makampani: makampani, antchito, ndalama, malo. Mfundo zimene zimafotokoza ntchito imene munthuyo akuchita, osati munthuyo.

Kulemeretsa kwa makampani ndi maziko a kuwerengera ICP ndi kugawanika kochokera pa akaunti.

Popanda izo, chotsogolera ndi dzina lokhalo lomangidwa ku kampani imene simukuidziwa. Palibe njira yodalirika yodziwira ngati kampaniyo ikugwirizana ndi ICP yanu, kaya ndi yaing'ono kwambiri kuti ikhale yofunika kuperekedwa kapena yaikulu mokwanira kuti ikwaniritse malonda osiyana.

Chosankha chilichonse chakutsogolo, kuti ndi ndani amene azitsogolera, momwe angawatsimikizire, ndi gawo liti lomwe ali nalo, zimadalira kuti gululi lizikhalapo choyamba.

Kuyanjana ndi Anthu

Pamene firmographic deta akufotokoza kampani, ndi wosanjikiza amene akufotokoza munthu: udindo wa ntchito, zaka zapamwamba, maudindo, mauthenga a anthu amene akucheza nawo.

Izi n'zimene zimapangitsa kuti munthu azisintha zinthu ndi kutsogolera anthu.

Munthu amene akulemba nkhaniyo sangapatsidwe munthu woyenera popanda kudziwa kuti munthuyo ndi ndani. VP ndi munthu wina amene amagwira ntchito pa kampani imodzi akuimira zokambirana zosiyana kwambiri, nthawi zosiyana. Mlingo wosiyana wa ulamuliro wogula. Popanda udindo ndi ntchito za m'kaundula, woimira wina akuganiza.

Kuwerengera makasitomala omwe angakhalepo amakumana ndi vuto lomwelo. Kutsogolera ndi kufanana firmographic wangwiro akhozabe mphambu zolakwika ngati dongosolo sadziwa ngati munthu kumbuyo kwenikweni angathe kapena kukhudza zimene apatsidwa.

Kupititsa patsogolo luso la sayansi

M'mbali imeneyi muli ndi luso liti limene kampani ikugwiritsa ntchito: CRM yawo, malonda awo, mitambo yawo, zida zomwe zilipo kale m'njira imene amagwirira ntchito.

Ndi ofunika kwambiri kwa ogulitsa zipangizo zamakono, popeza kuti limayankha funso firmographic ndi deta kulankhula sangathe: kodi chiyembekezo ichi kale ntchito chinachake n'zogwirizana ndi zimene inu kugulitsa, kapena chinachake chimene inu mukufuna m'malo?

Kusiyanitsa kumeneku kumasintha nkhani yonse. Munthu amene akuyendetsa chida china chochita mpikisano amafunika kuika malo ena. Munthu amene ali ndi mpata wochepa amafunika kuti amudziwe bwino. Apa ndi pamene Kufufuza makasitomala omwe angakhalepo zimakhala zowonjezereka: m'malo mofikira anthu osaona, oimira amadziwa kuti akulankhula nawo asanatumizire uthenga woyamba.

Kulemeretsa Khalidwe ndi Cholinga

Izi ndi deta zochokera pa chizindikiro: Kuyenda kwa anthu ena pa webusaiti ya mpikisano, mmene zinthu zimagwiritsidwira ntchito komanso mmene zinthuzo zimagwirira ntchito. Osati kuti munthuyo ndi ndani kapena kampani imene amagwirira ntchito, koma zimene akuchita panopa.

Ndi mtundu wapamwamba kwambiri wa kulemera, ndipo ndi zovuta kwambiri kuti munthu azigwirizana nawo. Mauthenga a firmographic ndi contact data amafotokoza mkhalidwe wa static. Zochita ndi zolinga deta kufotokoza kayendedwe, kutanthauza kuti imapita obsolete mofulumira ndipo amafuna zomangamanga zambiri kuti agwire ndi kumasulira Zimenezi n'zoona.

Ndi vuto limeneli limene limapangitsa kuti zinthu ziziyenda bwino. Akaunti imene imaonetsa zizindikiro zenizeni za cholinga cha munthuyo ili m'nthaŵi yogula zinthu zisanafike polemba fomu. Pamene lead ikupereka pempho la chiwonetsero, mpikisano angakhale atacheza kale katatu ndi akaunti yomweyo. Kulemeretsa khalidwe ndi cholinga ndicho chimene chimathetsa kusiyana kwa kuwonekera, kupeza nkhaniyo pamene ikuganizabe, osati pambuyo poti chigamulocho chakhudzidwa kale kwina.

Kulemeretsedwa kwa Malo

Izi zikukhudza deta ya malo yomwe imapita kupitirira adilesi ya likulu: Maofesi a m'madera ena, malo amene anthu amaikidwa.

Ndizofunika kwambiri kwa magulu omwe akuyendetsa nyumba zogulitsa m'madera kapena zitsanzo zovuta za madera. Adilesi imodzi ya likulu lanu sikungakuuzeni chilichonse ngati kampaniyo ili ndi maofesi m'madera atatu ndipo nthumwi zanu zimagawidwa malinga ndi dera. Popanda deta ya malo, munthu amene akuchititsa zinthu akhoza kukhala ndi woimira wina chifukwa chakuti dongosololi limangoona ofesi imodzi yokha.

Palibe gwero limodzi lokha la kulemeretsa limene limaphatikizapo bwino magulu onse asanu ameneŵa. Wopereka chithandizo wolimba pa deta ya firmographic angakhale wosathandiza pa zizindikiro za cholinga. Munthu amene amagwiritsa ntchito luso la zinthu zamakono sangakhudze mfundo za m'derali. N'chifukwa chake magulu ambiri okhwima amafika pomalizira pake kuphatikiza magwero angapo m'malo modalira wogulitsa mmodzi, Kuchita zinthu ndi anthu ena monga gulu osati ngati munthu mmodzi.

Mmene Njira Yolemeretsera Zinthu Zogwirizana ndi Mauthenga Imagwirira Ntchito

Kulemeretsa deta si batani limene mumangodina. Ndi ndondomeko ya masitepe, ndipo kudumpha masitepe kumasiya magulu ndi deta yodula komanso yosadalirika.

1. Chotsani deta yoyamba

Zimenezi si zosankha, ndipo sizinthu zosiyana zimene mungachite pambuyo pake. Monga momwe tafotokozera pamwambapa, Kulemeretsa kumagwirizana ndi zolembedwa zomwe zili kale zofanana ndi zosindikizidwa. Muzichita zinthu zolemera kwambiri ndi zinthu zina zoipa ndipo zotsatira zake zimakhala zoipa.

2. Muzipeza zimene zikusowa ndipo muwonjezerepo

Si minda yonse imene ingadzazidwe. Magulu amene amayesa kulemeretsa zinthu zonse amapeza mbiri yochuluka imene palibe aliyense amagwiritsa ntchito. Chinthu chimene chiyenera kulimbikitsa zimenezi ndi zimene gulu lanu lidzayankhe: kodi woimira pakufunika chiyani kuti atsatire njira yolondola, ndi chitsanzo chiti cha kuwerengera kwanu chimene chimafunikira kuti chiziika bwino. Ngati munda wina usasintha chigamulo, ndiye kuti si woyenera kuuzidwa.

3. Sankhani magwero a deta

Makonzedwe ambiri okhwima amaphatikiza magwero amkati (CRM mbiri, deta ntchito mankhwala) ndi magwero akunja (zidziwitso za anthu, opereka chithandizo chachitatu). Kaŵirikaŵiri deta yamkati ndiyo yodalirika kwambiri, popeza muli nayo kale ndipo mukudziwa mmene inasonkhanitsidwa. Magwero akunja amachititsa kuti zinthu zimene zili mkati mwa deta zisapezeke.

4. Kufanana ndi kuphatikiza

Apa ndi pamene deta yatsopanoyo imafika pa mbiri yomwe ilipo kale. Kaŵirikaŵiri imachitika kudzera mu njira yophatikizira kapena chida chopangira zinthu, osati kulowetsa pamanja. Kulemeretsa pamanja sikuposa zolemba zingapo, ndipo kumayambitsa kusagwirizana kwake.

5. Chotsani ntchitoyo isanayambe kugwira ntchito

Ndime imeneyi imaponyedwa kwambiri kuposa ina iliyonse, ndipo ndiyo yofunika kwambiri. Kufanana koipa sikungothandiza, kumayambitsa cholakwa chatsopano m'kaundula umene kale unali wosakwanira moona mtima: udindo wolakwika, kukula kwa kampani yolakwika, kulumikizana kolakwika kwathunthu.

Onetsetsani kuti deta yolemera ikupereka mphambu, njira, kapena kufikira. Munda wopanda kanthu wosatetezeka ndi mpata wodziwika. Chuma cholemera kwambiri n'chobisika, ndipo zolakwa zobisika zimakhala zovuta kuzipeza.

Kodi Tingalemeretse Bwanji Zinthu

Zimenezi zimachitidwa ngati ntchito yokha basi. Si imodzi.

Anthu amasintha maudindo. Makampani amaphatikizana. Mauthenga a anthu amene amapita nawo amasintha, modekha ndiponso mosalekeza. Nkhani imene munalemba tsiku limene munamulemeretsa, inayamba kuchepa m'mawa mwake. Zopindulitsa sizingaloledwe chifukwa chakuti zinadutsa kwa wogulitsa kamodzi, koma zimawonongeka mofanana ndi zomwe zimasinthidwa.

Kuyerekezera kwa kotala ndi chiyambi choyenera kwa anthu ambiri B2B timagulu. Osati chifukwa chakuti pali nambala yamatsenga imene ili nayo, koma chifukwa chakuti ndi pafupipafupi mokwanira kuti mupeze kusuntha musanawonongeke zolakwika za njira kapena kutsogolera komwe sikunali koona. Magulu a misika imene ikuyenda mofulumira, kapena amene ali ndi mitengo yaikulu kwambiri ya zitsulo, adzafunika kuwonjezeredwa nthaŵi zambiri kuposa zimenezo.

Pano pali mbali imene ili yofunika: Kuona kuti kulemera kwa zinthu n'kofunika kwambiri, osati kungokhalapo kamodzi kokha, ndi zimene zimateteza ndalama zimene munagwiritsa ntchito polemeretsa zinthuzo. Muzilemeretsa kamodzi ndi kuchoka, ndipo mukungoyang'ana kuti ndalamazo zikutha.

Zochitika Zogwiritsira Ntchito Zinthu Zolemera

Kulemeretsa kumamveka mopupuluma mpaka mutaona kumene kumaonekera. Apa ndi pamene zinthu zimasintha kwenikweni.

Kupeza mfundo zolondola kwambiri: Maumboni a fomu okha amasonyeza zimene munthu wina anafuna kulemba m'bokosi. Kulemeretsa kumawonjezera zimene sanali: udindo wa ntchito, kukula kwa kampaniyo, ndalama zomwe anali nazo. Ndicho kusiyana pakati pa chitsanzo cha mphambu ndi chimodzi chimene kwenikweni amadziwa zimene ranking.

Maonekedwe afupipafupi, otembenuka kwambiri: Munda uliwonse wowonjezera pa fomu ndi chifukwa chimene winawake amausiya pakati. Funsani zofunika, dzina, imelo, kampani, ndipo mulemeretse zina zonse pambuyo pazochitikazo. Mukasunga zinthu zonse zimene mwalembazo, mumapezabe mbiri yonse.

Kuyambitsanso zitsulo zakale kapena zosagwira ntchito: Chotsogolera chimakhala chozizira ndipo chimachotsedwa. Koma munthuyo sanasowe, zinthu zinasintha. Ntchito yatsopano, kampani yatsopano, nthawi zina kampani yokhala ndi bajeti yeniyeni nthaŵi ino. Kulemeretsa kungathandize kuti munthu asinthe zimene analembazo n'kuyamba kuchita zinthu zina popanda kuziyesa pamanja.

Kuyang'anira chizindikiro cha bizinesi: Kupeza ndalama, kusintha kwa utsogoleri, kuwonjezeka kwadzidzidzi kwa anthu ogwira ntchito, si nkhani chabe. Ndi zizindikiro za nthawi. Kampani yomwe yangotseka kumene Series B kapena ikulemba ntchito ma AEs asanu atsopano ndi kampani yomwe ikulowa pawindo la kugula, ndipo kulemera ndi zinthu zimene zimasintha pamaso pa woimira mpikisano akuzizindikira.

Mafunso Ofunsidwa Kawirikawiri Okhudza Kulemeretsa Zinthu

1. Kodi kulemeretsa deta kumatanthauza chiyani?

Kulemeretsa deta ndi njira yowongolera deta yomwe ilipo powonjezera chidziwitso chomwe sichinachotsedwe poyamba, Zochokera m'magulu a anthu kapena zinthu zina. Chithunzi chimene chimayamba ndi dzina ndiponso imelo chimakhala mbiri yogwira ntchito yokhala ndi udindo wa ntchito, kukula kwa kampaniyo, ndi minda ina imene imachititsa kuti chilembedwe.

2. Kodi ndi chitsanzo chotani cha deta yolemeretsedwa?

Mbiri ya anthu amene amacheza nawo imene ili ndi deta ya kampaniyo ingakhale dzina ndi imelo basi kuti ikhale ndi kukula kwa kampani, malonda ndi ndalama. Mbiri yomweyi ikhoza kuphatikizidwanso ndi udindo wa ntchito ndiponso zaka zapamwamba. kapena ndi mfundo za matekinoloje monga CRM ya kampaniyo kapena malonda.

3. Kodi kuphatikiza deta kumapindulitsa motani?

Kupeza mfundo zolondola kwambiri, njira yabwino yolembera anthu, ndi maonekedwe afupipafupi amene sapereka nsembe kukwanira. Zimathandizanso kuti anthu ena asamagwire ntchito komanso kuti azipeza ndalama zambiri. zimene zikusonyeza kuti kampani ikhoza kulowa m'mawindo ogula.

4. Kodi kusiyana kotani pakati pa kulimbikitsa deta ndi kulemeretsa deta?

Mawuwa nthawi zambiri amagwiritsidwa ntchito mosinthana, koma kulimbikitsa kumatanthauza kusintha khalidwe la minda yomwe ilipo kale. pamene kulemera kumawonjezera minda yatsopano imene sinalipo kale. Pazochitika zonse, magulu ambiri amawaona ngati njira yofanana.

5. Kodi kusiyana kotani pakati pa kulemeretsa deta ndi kuyeretsa deta?

Kuyeretsa kumakonza zimene zilipo kale: zolakwika, zojambulazo, mfundo zosasinthika. Kulemeretsa kumawonjezera zimene zikusowa: minda monga udindo wa ntchito kapena ndalama zomwe sizinagwiritsidwepo ntchito. Zonsezi zimagwira ntchito bwino kwambiri, ndipo zimayeretsa musanalemeretse.