Yintoni Ukuphucula Idatha? Isikhokelo Esisebenzayo Seqela LeGTM

Uninzi lweCRM zisebenza kwiirekhodi ezingekho kakuhle. Uphononongo lwe2025 lwabasebenzisi be600 CRM bafumanisa ukuba i-76% iinkampani zithi ngaphantsi kwesiqingatha seenkcukacha zazo zichanekile yaye zigqibelele. Olunye ulwazi aluphelelanga. Uninzi lwazo ziingcambu: igama ne-imeyile, kungekho shishini, akukho ubungakanani benkampani, akukho ndlela yokwazi ukuba umntu ophethe irekhodi ufanelekile na ukumlandela.

Loo ngcambu ikhona apho amacebo okuvelisa ii-lead ngokuzolileyo ziqhekeke. Amaqela akhe isicwangciso se-B2B sokuya emarikeni phezu kweerekhodi ezibonakala zizaliswe kodwa zingenazo, uze uzibuze ukuba kutheni ukujolisa kubonakala kungalunganga kwaye ukufaka amanqaku kubonakala kukuzenzela. Eli nqaku lichaza ukuba yintoni ukuphucula idatha, indlela eyahlukileyo ngayo ekucoceni idatha. indlela esebenza ngayo inkqubo ekupheleni ekupheleni, kwaye kufuneka yenzeke kangaphi.

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Yintoni Ukuphucula Idatha?

Ukuphucula idatha yinkqubo yokuphucula idata esele ikho ngokuyongeza ngolwazi olongezelelweyo oluvela kwimithombo yangaphakathi okanye yangaphandle. Ingxelo eqala ngegama ne-imeyile yakhiwa ngeenkcukacha ezenza ukuba isetyenziswe: isihloko somsebenzi, ubungakanani benkampani, ishishini, Iqela lobuchwepheshe. Oko kwakusisiqwenga, kuba yindawo epheleleyo.

Amaqela amaninzi ayakujonga oku njengokucoca nje kube kanye. Akunjalo. Idatha etyebileyo iyaphelelwa lixesha ngendlela efanayo nedatha engatyebiswanga. Abantu batshintsha iimbopheleleko zabo. Iinkampani zidibanisa. Umgca othe ngqo owawusebenza ngoJanuwari usenokuvakala kwiofisi eyahlukileyo ehlotyeni. Ukujonga ukucebisa njengesiqhelo nje endaweni yokuba kube ngumkhwa oqhubekayo yindlela esisa ngayo isiseko sedatha "esicocekileyo" ngokuzolileyo sibe sesingathembekanga kwakhona.

UkuTyebisa Idatha vs. Ukucoca Idatha

Ezi zimbini zisetyenziswa ngokufanayo, yaye loo nto ibubuxoki. Basombulula iingxaki ezimbini ezahlukeneyo.

Ukucoca idatha kulungisa oko sele kukhoyo. Ukulungisa igama lenkampani elibhalwe kakubi, ukudibanisa oonxibelelwano abaphindaphindiweyo, ukufomatha indlela amanani efowuni okanye izihloko zomsebenzi ezifomethiwe ngayo, ukuhlaziya ixabiso eliye laphelelwa lixesha. Le ngxelo ikhona. Ukucoca kuqinisekisa ukuba ichanile.

Ukuphuculwa kwedatha kongeza oko kungazange kubonwe. Isihloko somsebenzi, ingeniso yenkampani, umqulu wezobuchwepheshe, nayiphi na intsimi eyabonakala ingenanto xa kwakudalwa ingxelo. Oku akusiyo ukulungisa, kukuphucula.

Ezi zimbini azingqubani. Zisebenza ngokulandelelana, yaye umyalelo ubalulekile. Okokuqala, yicoca uze emva koko ucebise. Abathengisi beenkcukacha ukudibanisa ngokuchasene nezinto ezicocekileyo ngokuchanekileyo kunezo zingekho ngqiqweni. Impazamo yokubhalela kwigama lenkampani okanye ifomathi yedomeyini engahambelaniyo ithetha ukufana okungcono, okanye akukho kufanelana konke konke, xa irekhodi lifikelela kwikhasi lokufumana imali.

Oku kuyinyani ngokukodwa Ukuphucula idatha yeCRM, apho iingxelo ziqokelela iminyaka yokungahambelani kokungeniswa ngesandla ngaphambi kokuba nabani na acinge ukuba uza kuzisusa. Ukuba awuzukwenza oku, awuyi kulungisa i-database. Uyakha nje ulwakhiwo olungakumbi phezu kwesiseko esingenakunyakaziswa.

Iindidi ZokuTyebisa Idatha

Asikuko konke ukutyebiswa kwedatha okungumsebenzi ofanayo. Ukufaka ingeniso yenkampani ngumsebenzi ohlukileyo kunokulandelela ukuba umntu usandul' ukutyelela iphepha lamaxabiso lomntu okhuphisana naye. Kuba Umphathi weGTM okanye iqela leenkcukacha, ukwazi ukuba yeyiphi indlela esombulula ngayo ingxaki ibaluleke ngaphezu kokulandela inkcazelo epheleleyo ngazo zonke.

Ukutyebiswa kweDatha yeNkampani

Le ngcaciso yenkampani: ishishini, inani labasebenzi, ingeniso, indawo. Iinkcukacha ezichaza ishishini eliphambi kwalowo uqhagamshelanayo, kungekhona umntu ngokwakhe.

Ukuphuculwa kweenkampani zeenkampani kusisiseko sokulinganisa i-ICP kunye nokwahlulahlula ngokusekwe kwiakhawunti.

Ngaphandle kwayo, umkhondo ngumgama nje obandakanywe kwinkampani ongamaziyo. Akukho ndlela inokuthenjwa yokwazi ukuba le nkampani iyahambelana na neICP yakho, nokuba lincinci kakhulu ukuba lifanele ukufikelela okanye likhulu ngokwaneleyo ukuba lilungiselele isenzo sokuthengisa esahlukileyo ngokupheleleyo.

Zonke izigqibo ezenziwa ngasemva, ukuba ngubani oza kumjolisa, indlela yokuzifumana ngayo amanqaku, zeziphi iinxalenye eziza kuba zizo, zixhomekeke ekubeni eli gqabaza libekwe kwindawo yokuqala.

Ukutyebiswa koQhagamshelwano neDatha yeDemografi

Xa idatha yefirmographic ichaza inkampani, le ngqungquthela echaza umntu: isihloko somsebenzi, ubudala, umsebenzi, iinkcukacha zoqhagamshelwano ngqo.

Oku kwenza ukuba ukucwangcisa nokukhokela kube lula.

Irekhodi ayikwazi ukuhanjiswa kummeli ofanelekileyo ngaphandle kokwazi ukuba ungubani umntu. I-VP kunye nomntu ngamnye oncedisayo kwinkampani enye bamele iingxoxo ezahlukeneyo ngokupheleleyo, ixesha elahlukileyo, amanqanaba ahlukeneyo egunya lokuthenga. Ngaphandle kokubakho komdala okanye umsebenzi, ummeli uyaqikelela.

Ukunika ii-lead Amanqaku ufumana ingxaki efanayo. Isikhokelo esinempawu efanelekileyo yokuma kweenkcukacha zenkampani sisenokungaphumeleli xa inkqubo ingazi ukuba umntu ongasemva kwayo unako ngokwenene ukwenza okanye ukuchaphazela isigqibo.

Ukutyebiswa kweDatha yeTekhnoloji

Eli nqanaba ligubungela yeyiphi iteknoloji eqhutywa yinkampani: CRM zabo, i-marketing stack, ulwakhiwo lwefu, izixhobo esele zenziwe ngendlela ezisebenza ngayo.

Ixabiseke ngokukhethekileyo kubathengisi bezobuchwepheshe, kuba iphendula umbuzo firmographic kwaye data contact ayikwazi: ngaba eli themba sele usebenzisa into ehambelana oko uthengisa, okanye into oza kuyitshintsha?

Loo nto iyitshintsha yonke incoko. Umntu onethemba lokusebenzisa isixhobo esikhuphisanayo udinga indawo yokuphuma. Umntu onesiphene esiphithizelayo ufuna into esondele ngakumbi kumntu. Apha ke apho ukukhangela ii-lead iba ngqongqo: endaweni yokuba abavakalisi bafune uncedo, bayazi ukuba bathetha ngantoni ngaphambi kokuba bathumele umyalezo wokuqala.

Ukuphucula Indlela Yokuziphatha Neenjongo

Le ngcaciso isekelwe kwiimpawu: ukutyelela indawo yomntu okhuphisana naye, iindlela zokutyiwa komxholo, ukusetyenziswa kwemveliso. Akuthethi ukuba ngubani umntu okanye yeyiphi inkampani abasebenzela yona, kodwa oko bakwenzayo ngoku.

Luhlobo oluphambili lokutyebisa, yaye lolona hlobo kunzima ukulufumana ngokuthembekileyo. Idatha yefirmographic kunye neenkcukacha zoqhagamshelwano zichaza imeko engatshintshiyo. Idatha yokuziphatha nenjongo ichaza intshukumo, nto leyo ethetha ukuba iyaphelelwa lixesha ngokukhawuleza kwaye ifuna ulwakhiwo olungakumbi ukuze ifakwe kwaye itolikwe kakuhle.

Le ngxaki yile nto ibalulekileyo. Iakhawunti ebonisa imiqondiso yenjongo yokwenene ikwinkqubo yokuthenga ngaphambi kokuba igcwalise ifomu. Ngexesha apho i-lead ithumela isicelo sesiboniso, umhuphiswano usenokuba sele uncokole kathathu neakhawunti enye. Ukuphuculwa kokuziphatha nokuzimisela kuvala loo mbambano, ukufikelela kwiakhawunti ngoxa isenza isigqibo, hayi emva kokuba isigqibo sele sichaphazeleke kwenye indawo.

Ukutyebiswa kweDatha yeJografi

Oku kugubungela idatha yendawo engaphaya kwedilesi yesekhabhinethi: Iikhowudi zezithuba, iindawo ezihlala kuzo iiofisi zengingqi, izabelo zomhlaba.

Oku kubaluleke kakhulu kumaqela aqhuba izakhiwo zentengiso zengingqi okanye iimodeli zomhlaba eziyinkimbinkimbi. Idilesi enye yeHQ ayithethi nto ukuba inkampani ineeofisi kwimimandla emithathu yaye abameli bakho bahlulahlulwe ngokwemimandla. Ngaphandle kwedatha yendawo enenkcukacha, umxhasi onokubangela ukuba afike nommeli ongalunganga ngenxa nje yokuba le nkqubo yazi ngeofisi enye kuphela.

Akukho mthombo omnye wokuzibhokoxa ohlanganisa zonke ezi ndidi zintlanu ngokulinganayo. Umnikezeli onenkxaso enkulu kwiinkcukacha ze-firmographic usenokuba mncinci kwiimpawu zenzame. Enye eyakhelwe ukujula kobugcisa isenokungachukumisi iinkcukacha zendawo. Kungenxa yoko le nto amaqela amaninzi avuthiweyo esiba ukudibanisa imithombo emininzi kunokuba kuxhomekeke kumthengisi omnye, ukujongana nokuthuthuka njengesiqwenga kunokuba kube sisibonelelo esinye.

Indlela Esebenza Ngayo Inkqubo Yokutyebisa Idatha

Ukuzibhokoxa akuyonto ucofa kuyo. Yinkqubo, yaye ukutsiba amanyathelo yindlela amaqela aphela ngayo nedatha ebiza kakhulu, engathembekanga.

1. Cwenga iseti yedatha kuqala

Oku akunakwenziwa ngokuzithandela, yaye akuyonto eyahlukileyo oya kuyiphumeza kamva. Njengoko kuchaziwe ngasentla, ukucebisa kuhambelana ngokuchanekileyo neerekhodi esele zixhaswe kwaye zenziwe ngokuthe ngqo. Xa utyebisa idatha usebenzisa igalelo elingacocekanga, uhlawulela iziphumo ezimbi ngakumbi.

2. Khangela oko kuphosakeleyo yaye ufanele ukongezwa

Asinguye wonke umbala ofanelekileyo. Amaqela azama ukucebisa yonke into aphelela kwiirekhodi eziqhumayo ezingenakusetyenziswa mntu. Eli nyathelo kufuneka lisuswe koko iqela lakho liya kwenza ngako: yintoni omele ummeli kufuneka ukuqondisa phambili ngokuchanekileyo, yintoni imodeli yakho yokulinganisa kufuneka ukuba ilungelelanise ngokuchaneka. Ukuba intsimi ayitshintshi isigqibo, ayifanelekile loo nto.

3. Khetha imithombo yedatha

Uninzi lwezinto ezivuthiweyo zidibanisa imithombo yangaphakathi (Imbali yeCRM, idatha yokusetyenziswa kwemveliso) imithombo yangaphandle (idatha yoluntu, ababoneleli besithathu). Idatha yangaphakathi idla ngokuba yeyona inokuthenjwa, ekubeni sele unayo yaye uyayazi kakuhle indlela ehlanganiswe ngayo. Imithombo yangaphandle igcwalisa oko idatha yangaphakathi ingenakufikelela kuyo ngokwayo.

4. Ukufanisa nokudibanisa

Kulapho idatha entsha ifikelela khona kwirekhodi esele ikhona. Ngokuqhelekileyo iqhutywa sisixhobo sokudityaniswa okanye esithengisiweyo sokuzibhokoxa, kungekhona ukufakwa ngesandla. Ukuzibhokoxa ngesandla akuyi kudlula kwiirekhodi ezimbalwa, yaye kubangela ukungahambelani kwayo.

5. Ukuqinisekisa ngaphambi kokuba isebenze

Eli nyathelo liphoswa ngaphezu kwawo nawuphi na omnye, yaye yiloo ibaluleke kakhulu. Umdlalo ombi awupheleli nje ekuhambeni, kodwa ubangela impazamo entsha kwingxelo eyayingaphelelanga: Isihloko somsebenzi esingalunganga, ubungakanani benkampani engalunganga.

Qinisekisa ngaphambi kokuba idatha etyebileyo idlulise amanqaku, indlela okanye ukufikelela. Umhlaba ongenanto uyimbobo eyaziwayo. Ixabiso elibi elingenakulungiswa lifihlakele, yaye iimpazamo ezifihliweyo kunzima ukuzifumana.

Kufuneka Idatha Ityetyiswe Kangaphi

Oku kuthathwa njengenkqubo yethutyana kaninzi kunokuba kufanelekile. Ayingomnye.

Abantu batshintsha iimbopheleleko zabo. Iinkampani zidibanisa. Iinkcukacha zoqhagamshelwano zitshintsha, ngokuthe cwaka nangokungapheliyo. Ingxelo eyayichanile ngosuku owayenayo yaqala ukuhlaziyeka ngelanga elilandelayo. Idatha etyebileyo ayifumani ipasi nje kuba idlule kumthengisi kanye, iyabola ngendlela efanayo nedatha engatyebiswanga.

Ukuhamba kwekota kusisiseko esifanelekileyo kumaqela amaninzi e-B2B. Akunjalo kuba kukho inani lomlingo elibophele kulo, kodwa kuba isoloko ikhona ukuze ibambe ukuhambisa ngaphambi kokuba ikuhlawule impazamo yokuhamba okanye ukhokelo olwenziweyo olungasekhoyo. Amaqela akumazwe ahamba ngokukhawuleza, okanye asebenza ngevolumu ephezulu yokukhokela, kuya kufuneka avuselele rhoqo kunoko.

Nantsi inxalenye ebalulekileyo: ukujonga ukuncedisa njengenkqubo eqhubekayo, kungekhona nje enye, kukukhusela imbuyekezo yoko wakusebenzisa ekuyicekiseni okokuqala. Zityebe kanye uze uhambe, yaye ubukele nje loo mali iphela.

Iindlela Zokusetyenziswa Kokutyebiswa Kwedatha

Ukutyebiswa kwedatha kuvakala ngathi yinto engabonakaliyo de ubone apho kusetyenziswa khona. Kulapho utshintsha khona into yokwenene.

Ukufumana amanqaku aphambili ngokuchanekileyo: Idatha yefom yodwa ikunika oko umntu wayezimisele ukukukhuphela kwibhokisi. Utyalo-mali luye longeza oko babengekho kuko: isihloko somsebenzi, ubungakanani benkampani, imeko yemali. Nguwo lo umahluko phakathi kokulinganisa imodeli kunye nomzekelo owaziyo ukuba yintoni na.

Iifom ezimfutshane, eziguqula kakhulu: Ibala ngalinye elongezelelekileyo kwifom sisizathu sokuba umntu alilahle kwisiqingatha. Cela izinto ezibalulekileyo, igama, i-imeyile, inkampani uze usonge imali emva kokuba sele uyenzile loo nto. Ugcina izinto ezipheleleyo uze ube neenkcukacha ezipheleley' umba.

Ukuvuselela iinkalo ezindala okanye ezileleyo: Icala liyaphola lize linqunyulwe. Kodwa loo mntu akazange anyamalale, imeko yabo yatshintsha. Indima entsha, inkampani entsha, ngamanye amaxesha inkampani enebhajethi yokwenene ngeli xesha. Utyalomali lunokuyifumana loo tshintsho luze lujike irekhodi elifileyo libe lelona liphilayo, ngaphandle kokuba nabani na afune ukulijonga kwakhona ngesandla.

Ulawulo lweempawu zeshishini: Umjikelo wokuxhasa ngemali, utshintsho kubakhokeli, ukunyuka okuqokelelweyo kwabantu, ezi akuzona nje iindaba. Zizikhombisi zokufika kwexesha. Inkampani esandula ukuvala i-Series B okanye eqesha ii-AEs ezintlanu ezintsha yinkampani engena kwiwindow yokuthenga, kwaye ukucebisa yindawo etshintsha ngaphambi kokuba ummeli womntu okhuphisana naye ayiqonde kuqala.

Imibuzo Ebuzwa Rhoqo Ngokutyebiswa Kwedatha

1. Kuthetha ukuthini ukutyebiswa kwedatha?

Ukuphuculwa kwedatha yinkqubo yokuphucula idatha ekhoyo ngokongeza ulwazi olungazange lufunyanwe ekuqaleni, ezifunyenwe kwimithombo yangaphakathi okanye yangaphandle. Ingxelo eqala ngegama ne-imeyile iba yiprofayili enokusetyenziswa enezihloko zomsebenzi, ubungakanani benkampani, kunye nezinye iinkalo ezenza ukuba zisebenze.

2. Nguwuphi umzekelo wedatha etyebileyo?

Ingxelo yoqhagamshelwano ezele ngedatha yeenkampani iya kutshintsha ukusuka kwigama ne-imeyile ukuya kubandakanya ubungakanani benkampani, ishishini kunye nengeniso. Le rekhodi ingathiwa inokutyeziswa ngesigxina somsebenzi nangobudala, okanye ngeenkcukacha zobuchwephesha ezifana neCRM yenkampani okanye i-stack yokuthengisa.

3. Ziziphi iingenelo zokufumana ulwazi?

Ukufumana amanqaku apheleleyo, ukufikelela okungcono, kunye neendlela ezimfutshane ezingakhange ziyekele ukugqibelela. Kwakhona kunceda ukuvuselela iinkonzo eziphambeneyo kwaye kuphumeze imiqondiso yeshishini, njengemijikelo yezimali okanye ukunyuka kokuthengwa kwabantu ezibonisa ukuba inkampani ingangena kwiwindow yokuthenga.

4. Nguwuphi umahluko phakathi kokuphucula idatha kunye nokuthuthukisa idatha?

La magama adla ngokusetyenziswa ngokuchaseneyo, kodwa ukuphuculwa ngokubanzi kubhekisa ekuphuculeni umgangatho weenkalo ezikhoyo, ngoxa ukucebisa kusongeza amasimi amatsha angekhoyo ngaphambili. Kwizenzo, amaqela amaninzi ayawaphatha njengenkqubo enye.

5. Nguwuphi umahluko phakathi kokutyebiselwa kwedatha nokucocwa kwedata?

Ukucoca kulungisa oko sele kukhona: iimpazamo zokubhala, izicatshulwa eziphindaphindiweyo, amaxabiso angasasebenziyo. Utyalo-mali luye lunezinto ezingekhoyo: iinkalo ezifana nesihloko somsebenzi okanye ingeniso ezingazange zifunyanwe. Ezi zimbini zisebenza kakuhle ngokulandelelana kwazo, zihlambulula ngaphambi kokuba zilungiswe.