Ke kūʻai aku ʻana iā ʻoe iho a i ʻole ke kumu kūʻai kumu waiwai - pili mau ia i ka ʻike

ulu kūʻai

I ka pō nei, ua hele au i kahi hanana i kau ʻia e PactSafe. Pākuʻi ʻO ia kahi papa hana hana uila uila a me ka clickwrap API no Saas a me eCommerce. ʻO ia kekahi o kēlā mau paepae SaaS kahi i hālāwai ai me ka mea hoʻokumu ʻoiai ʻo ia e ʻōlapa ana a i kēia manawa he ʻike maoli kā Brian ʻike - pīhoihoi loa

ʻO ka mea haʻi ʻōlelo ma ka hanana ʻo ia ʻO Scott McCorkle o Salesforce kaulana ma hea ʻo ia ka CEO o ka Salesforce Marketing Cloud. Ua hauʻoli wau i ka hana ʻana no Scott ma Salesforce, a he ʻike aʻo maikaʻi loa ia. ʻO Scott kekahi o kēlā mau alakaʻi i loaʻa mau i kahi ala e neʻe ai i ka huahana a me ka ʻoihana i mua me ka ʻole o nā alanui i ke ala - kanaka a ʻenehana paha.

ʻO kekahi o nā kikoʻī a Scott i hōʻike ai i kāna kūkā kamaʻilio ʻana, ʻo ia ke emi wikiwiki nei ka ʻenehana i kona nui, a ʻo ka ʻike ka mea kūʻai aku lele lani. He mau hālāwai kaʻawale kā mākou ma kā mākou papa papa kahi i kaʻana aku ai ʻo Scott i ka moʻolelo ma hope o ka moʻolelo kahi i kū ai kēia me Salesforce a me ExactTarget mea kūʻai aku.

ʻO ka uku lehulehu me ka uku kumu kūʻai waiwai

Ua lilo ke kamaʻilio i kahi kūkākūkā e pili ana i ka uku lehulehu a me ke kūʻai aku ʻana iā ʻoe iho me nā kūʻai kūwaho a me nā kumu kūʻai waiwai. Ma ka hana ʻana ma SaaS me nā hiʻohiʻona ʻelua, ua kaʻana like wau i koʻu ʻike me kēlā me kēia. Ua paipai pū wau i ka papa e hoʻoiho a heluhelu i ka ebook a Mike McDerment o Freshbook, ʻO ka haki ʻana i ka Mea Paha Manawa (manuahi ia).

Pono ka uku paʻa i ke kālā a i ʻole kahi waiwai nui e hoʻoulu ai i ka ulu ʻana o kahi ʻoihana. Inā ʻaʻohe ou palena nui, e ulu ulu ana ʻoe. Maikaʻi paha kēlā inā makemake ʻoe i ka ulu ʻana me ka hōʻaiʻē ʻole no kāu ʻoihana. Akā hiki mai ka ulu lohi me nā pilikia. I ka manawa ke lilo ka pale i ke komo ʻana no ka loaʻa ʻana o nā hopena ʻoi aku ka liʻiliʻi a i ʻole ke kūkulu ʻana i kāu ponoʻī e lilo i mea ʻoi aku ka nui, e hala paha ka mākeke iā ʻoe. Inā ʻoe e holo nei i kahi papaha SaaS i kēia lā, pono ʻoe e hahau i ka wela o ka hao. E like me kā Scott e waiho ai, pono ʻoe e mākaukau e hoʻokahe i kou ihu.

ʻO ke kumu kūʻai waiwai hāʻawi i ka manawa kūpono e loaʻa ai nā waiwai nui ma ka ʻae ʻana i kāu mea kūʻai aku e uku i kāu waiwai a me nā lawelawe ma mua o ka uku ʻana iā lākou. Hiki i ke kumukūʻai paʻa ke lilo i heihei i lalo inā kū i luna nā mea hoʻokūkū - a lākou e hana pinepine ai. Hiki i nā kumukūʻai kumu waiwai ke hāʻawi i ka palena a me ke kapikala hiki iā ʻoe ke hoʻohana no ka ulu ʻana. ʻO ka ʻokoʻa ma kahi o kekahi mau ʻoihana e laikini nei iā ExactTarget no nā hui ʻē aʻe i exponential i kekahi manawa. ʻOiai aia nā laina lalo ʻaʻohe mea i paipai ʻia e hele i lalo, ʻaʻohe kaupaku. No laila e uku paha kahi ʻoihana kālā ākea āpau i kēlā me kēia leka ma mua o kahi ʻoihana liʻiliʻi i kau inoa ʻia i ka lā hope o ka hapahā kūʻai.

ʻO ka ʻoihana leka uila kahi hui pū o nā hoʻolālā ʻelua. ʻO nā mea pāʻani e like me Mailchimp he mau kumu kūʻai kumu kūʻai lehulehu, akā ʻo ExactTarget he kumu kūʻai waiwai. Ua pahū nā hui ʻelua i ka ulu ulu mahalo i nā huahana nui a me ka lawelawe kupaianaha - akā i ka hopena ua lanakila ʻo ExactTarget i ka heihei, e ale ana i ka mākeke ʻoihana a kūʻai ʻia e Salesforce. ʻO nā waiwai waiwai a me ka ulu ulu ʻoi loa i hoʻoulu i ka hoʻopukapuka hou aku i ka ʻoihana - aʻo ke koena ka moʻolelo.

Hilinaʻi a me ka Mana

Ua kūkākūkā wau ma mua o ka pono o ka hokona pūnaewele ʻana i ka hilinaʻi a me ka mana. I ka moʻolelo o MailChimp vs ExactTarget, ʻelua i ʻike ʻia e ka ʻoihana. Ua hana ikaika ʻo ExactTarget e loaʻa ai ka ʻike ma o nā hōʻike ʻoihana e like me Gartner a me Forrester. Ua hoʻohana pū lākou i kahi poʻe e alualu i nā RFP nui, ua haʻi aku ʻo Scott i kahi moʻolelo kahi i lanakila ai lākou ma 5 o 5 RFP i hoʻokūkū i ka ulu ʻana o nā ʻoihana, akā kahi i kūleʻa ai lākou. E like me ka lanakila ʻana o ExactTarget i nā mea kūʻai aku nui, ua leveraged lākou i kēlā mau mana e kiʻi i nā mana hou aku. A iā lākou kahi hui hoʻokele moʻokāki kupaianaha i kūkulu i nā pilina hilinaʻi pupule me nā alakaʻi ʻoihana.

I ka hihia o Mailchimp, ua hilinaʻi lākou i ke kūʻai aku ʻana iā lākou iho, kahi ʻoihana hoʻohana ʻoi aku, kahi leʻaleʻa leʻaleʻa, a me kahi ʻoihana lawelawe pane pane. I ka ʻoiaʻiʻo, i koʻu wehe ʻana i kā mākou DK New Media keʻena, loaʻa iaʻu kahi pahu makana kupaianaha mai Mailchimp e hoʻomaikaʻi mai iaʻu. ʻAʻole wau i lohe i kekahi mea mai ExactTarget (ʻaʻole ia he hoʻohewa, ʻaʻole wau ma kā lākou papa inoa pae). Ke hoʻolohe nei ʻo Mailchimp ma ka pāpili kaiaulu, ua ʻike iaʻu he influencer, a ua ʻike wau e hoʻolaha wau iā lākou.

Ua hana ʻelua ʻo MailChimp a me ExactTarget e hana i nā ʻike mea kūʻai aku kū hoʻokahi. ʻAʻole kūpono ka ʻenehana. Hāʻawi nā ʻoihana ʻelua i kahi leka uila. ʻO kā ExactTarget huahana a me ka hoʻopakele ʻana i kakahiaka nui nā kiʻi nui i ka ʻoihana mai nā mea kūʻai aku ʻoihana, akā i nā makahiki i hala aku, ʻo ka mālama ʻana i ka waihona a me ka hiki ke hana i nā hopena hiki ʻole ke hiki i nā mea kūʻai aku ma ka honua holoʻokoʻa. He mana ko lākou, a laila kūkulu i ka hilinaʻi ma o ka hoʻopau ʻana i ka hana.

Ka lawelawe lawelawe pilikino me nā pūʻulu kūʻai

ʻO ka lawelawe pilikino kahi ʻike i loko a koi i kahi mana kupaianaha a me kahi nalu o ka ʻike ma ka pūnaewele. Inā loaʻa iā ʻoe kahi huahana kiʻekiʻe loa, hiki iā ʻoe ke lanakila i ka mākeke. hilinaʻi wau Slack ua hana i kēia. Ma muli o kā mākou mau mea ʻaelike e hana pū nei mākou i loko a i waho o nā papahana, kahaha wau i ka manawa mua i loaʻa iaʻu kahi leka mai Slack ua hoʻihoʻi lākou i ke kālā iaʻu no nā mea hoʻohana i nānā ʻole i loko. Pehea kēlā? Poina i ka polokalamu; Ua aloha wau i ka ʻike. (ʻAʻole e hōʻike i ka hoʻohui ʻana i ka hoʻopili iphy e mālama mau ana nā ʻakaʻaka i ka lā holoʻokoʻa).

Ua komo pū ʻo Slack i ka ʻoihana. ʻO ia nō kahi mea a mākou e ʻike ʻole pinepine ai me kahi kahua lawelawe pilikino. He paʻakikī pinepine ka C-Suite e komo me ke kaiāulu a me ka hokona ʻike. Inā makemake kā mākou mea kūʻai aku e kūʻai aku i ka C-Suite, ke nānā maʻamau nei mākou i nā manawa kūpono i loko o ke kanaka e like me nā ʻaina ahiahi, nā ʻaha kūkā, a me nā manawa kūpono ʻē aʻe. He ʻokoʻa ʻo Slack akā he trifecta kāna o ka pahuhopu, ʻike huahana nui, kumu kūʻai a me nā waiwai, a me kahi tona o ka hoʻopukapuka i hoʻokumu i kahi nalu PR i kahili i ka pūnaewele. He hana paʻakikī kēlā e ukali ai.

Nā pūʻulu kūʻai i kūlohelohe. Ua kūkākūkā mākou i ke kūʻai aku ʻana i ka lōʻihi, a ʻike ʻoe i kahi keʻokeʻo keʻokeʻo koke mai iā mākou me kekahi mau manawa kūpono no ka hoʻomaʻamaʻa. Pono e hoʻomanaʻo kekahi i ka huakaʻi mea kūʻai aku i kēia mau lā ua kipaku i ka manawa o ka ʻoiaʻiʻo i ka puka o ka ʻoihana. Kuhi hewa kekahi poʻe kālepa e hoʻolilo nā mea kūʻai aku i nā mea lawe. ʻO ka ʻaoʻao ʻē aʻe, pono ke kūʻai aku i nā mea kūʻai aku e like me ka maʻa mau no ka mea ua hana kēlā me kēia prospect i kā lākou noiʻi a hoʻopili wale iā lākou i ka hopena o ke kaʻina kūʻai. ʻAʻole nā ​​poʻe kūʻai aku e aʻo i ka mea kūʻai aku; hana pinepine ʻia kēlā. Aia i laila kāu hui Kūʻai e lanakila i nā pilikia nui loa.

Hoʻohui pinepine nā hui kūʻai aku me ke kālena.

  • He ʻōpio nā ʻōpio, he poʻe kūʻai hou lākou he ulana a ʻaʻole lawe no ka pane. Ma muli o koʻu makemake ʻole i ke kūkākūkā ʻana, inaina wau i ke alo ʻana me kēia poʻe. E nānā wau i kā lākou kāhea a me nā leka uila i ka lā holoʻokoʻa no ka mea ʻōlelo pinepine lākou iaʻu i nā huahana a i ʻole nā ​​lawelawe aʻu e pono ʻole ai. Hana paha kēia mau kūʻai aku i kāu hapahā, akā ke hala nei ka manawa hōʻino lākou i ka ʻike o kāu mīkini.
  • Akamai, alakaʻi alakaʻi ʻoihana i loaʻa kahi Rolodex piha o ka mea kūʻai aku hiki iā lākou ke kūʻai aku pinepine aku no ka mea ua kūkulu lākou i ka hilinaʻi me kēlā mau mea kūʻai mai i kēlā me kēia hui a lākou i hana ai. ʻO kēia mau mea kūʻai aku kaʻu mea punahele no ka mea ʻike lākou i ka waiwai e lawe mai iaʻu kēia hopena, a hilinaʻi wau iā lākou e uku e like me kaʻu mau pono. ʻAʻole lākou e makaʻu i ke kūʻai ʻana mai iaʻu i kekahi mea aʻu e pono ʻole ai no ka mea ʻaʻole lākou e hōʻeha i kēlā hilinaʻi. A he kumuwaiwai pūnaewele lākou inā hiki iā lākou ke kūʻai aku iaʻu i kekahi mea ʻaʻole paha.

ka hoao ana

E iho i lalo i ka ʻike e hoʻokumu nei kāu ʻoihana. Hiki iā ia ke lilo i ʻike virtual ma o ka huahana ʻoi aku, a i ʻole he ʻano pilikino pilikino ia ma o nā kumuwaiwai kanaka i loaʻa iā ʻoe i loko. ʻO ka hapanui o ka manawa, koi nā huahana lawelawe iā ʻoe iho i kahi tona o ka hoʻopukapuka i ka ʻike o ka mea hoʻohana, a ʻaʻohe wahi a ʻaʻohe wahi no ka pīhoihoi no ka mea ua koho kāu mea hoʻohana iā ʻoe no ka mea ʻaʻole lākou makemake e kamaʻilio me kekahi.

ʻOiai hiki iā ʻoe ke mālama i ke kālā ma ka hōʻemi ʻana i kāu mana kūʻai kanaka, pono ʻoe e hoʻopukapuka nui i ka hoʻokumu ʻana i kahi ʻike ʻoi aku ka kiʻekiʻe, ka hoʻoulu ʻana i ka waha o ka waha nui, a me ka hoʻoulu ʻana i ka ʻike ma o nā pilina lehulehu e hoʻopuka i ka huaʻōlelo. ʻAʻole ʻemi kēlā. A inā ʻoe e hoʻokūkū nei i ka uku ʻana i kāu anuu e hoʻokūkū ai i ka mākeke, ʻaʻole lawa paha kāu i koe e hoʻopukapuka ai i ka makepono pono.

Hiki i kahi ʻike huahana ʻoi loa ke lanakila i nā lilo o ke kūʻai aku ʻana, akā ʻo ia ka hua hemolele o ke kūʻai aku ʻana huahana. Loaʻa nā manawa, pono ʻoe i kahi palena maikaʻi e lawe mai i nā kumuwaiwai kanaka e pono ai e lanakila i nā hemahema a hōʻoia i ka kūleʻa o kāu mea kūʻai aku. ʻO ke kumu kūʻai kumu kūʻai waiwai paha he koho ʻoi aku ka maikaʻi ma nā hanana he nui.

2 Comments

  1. 1

    ʻO ka pou maikaʻi, Doug. Aloha mākou i ka loaʻa ʻana iā ʻoe — a ʻae wau, manaʻo pū wau kekahi o ia mea e iho i ka paʻakikī o ka uku a me ka makemake e ulu no nā ʻoihana i hoʻomaka i hoʻokahi ala akā loaʻa paha kahi huahana i kūpono i kekahi.

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