Makomar Martech

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Fasahar Fasahar Zamani da ta yanzu an yi muhawara kuma an kama ta a wurin buɗe taron Taron Martech a cikin Boston. Taron da aka siyar ne wanda ya tara shugabannin tunani daban-daban a cikin duniyar Martech. A gaba, na sami damar zuwa gama tare da shugaban taron, Scott Brinker, don tattaunawa game da cigaban masana'antar da kuma matsayin rawar Babban Masanin Fasaha ya zama dole-ya zama dole a cikin ƙungiyoyin talla a duk duniya.

A cikin tattaunawarmu, Scott ya jaddada, baƙon abu:

Babban kalubale ga tallafi na Martech, ya fi ɗan adam fasaha. Fasahar kasuwanci ta ba da damar sabbin hanyoyi don 'yan kasuwa don gudanar da ƙungiyoyinsu da ciyarwa, yin aiki tare da buƙatu, da auna sakamakon tallan, amma har yanzu suna buƙatar sabon tunani, ayyuka da ƙwarewa a duk faɗin ƙungiyoyin talla don fahimtar cikakken damar.

Kamar yadda rawar da masanin fasahar talla (a kowane mataki) yana ci gaba da samun ƙarfi, Scott ya bayyana yadda rawar kanta ke samun abubuwa cikin sauri. Don girmamawa, ya lura da lokacin da ya fara nasa @Chiefmartec blog a shekarar 2008, sakamakon binciken Google ya bayyana ambaton 245. Yau, Babban Masanin Fasaha yana alfahari da jerin sama da 376,000. Ya yi bayani dalla-dalla cewa darajar wannan rawar tana da alaƙa da mahimman gudummawa huɗu, waɗanda suka haɗa da:

  • Yin aiki da haɗin gwiwa tsakanin kasuwanci da IT
  • Yin aiki a matsayin amintaccen mai ba da shawara na CMO game da yadda fasaha ke shafar dabarun kasuwancin kamfanin
  • Gudanar da fuskoki na fasaha na alaƙar da ke tsakanin sashen tallace-tallace da ƙyamar masu samar da tallace-tallace - hukumomi daban-daban, orsan kwangila, masu siyar da software
  • Taimaka wa ƙungiyar tallace-tallace - waɗanda ba 'yan kasuwa masu fasaha ba - don haɓaka fasahar sosai

Scott ya kuma auna tasirin Martech kan kasafin kudin talla, yana mai jaddada cewa "Duk alamomin sun nuna cewa tallan zai ci gaba da kara saka jari a fannin fasaha a wani mataki mai muhimmanci." A zahiri, a taron Martech, Laura McClellan, babban manazarta a Gartner Group, ta sabunta hasashen ta cewa CMOs zasu kashe kuɗi akan fasaha sannan CIOs by 2017.

Laura ta bayyana cewa mun riga mun kai ga wannan matakin, shekaru uku da wuri. Scott ya jaddada fasahar kasuwanci shine inda manyan dama suke. Kudin da za a yi amfani da su don saka hannun jari na fasaha yana zuwa daga tushe daban-daban: tsadar kudi a cikin ingantaccen aikin aiki saboda kyakkyawan aiki da kuma analytics, sauyawa daga kasafin kuɗaɗen watsa labarai, canzawa zuwa fifikon kashe kuɗaɗe na IT, da kuma samar da sabon kasafin kuɗaɗen talla wanda Babban Daraktan ya ba da izinin ƙirƙirar sabbin abokan ciniki da kuɗaɗen shiga.

Ganin gaba zuwa gaba mai zuwa na gaba na Martech, Scott ya faɗi mafi ƙanƙanci a bayan fage don yin sauƙin tallan “jaka” ya zama mai sauƙin tsarawa da sarrafawa. A sakamakon haka, ya ce, wannan zai tafi "babbar hanya ga baiwa 'yan kasuwa damar yin gwaji tare da ci gaban abubuwan ci gaba ba tare da tsunduma cikin hadadden ciwon kai na kowane daya ba."

Tare da Taron Martech na farko yanzu a bayanmu, akwai ƙarin farin ciki da ganuwa don fasahar tallan da ƙwarewar sadaukarwarta. A matsayina na mai halarta, yana da alƙawarin jin masu magana suna ƙarfafa buƙatar haɗin kai tsakanin hanyoyin Martech, wani abu da muka yi imani da shi Haɗa yana da mahimmanci ga nasarar kasuwancin. Hakanan akwai babban banter a kusa da yaƙin baiwa na masu fasaha masu ƙwarewar fasaha waɗanda ke da ƙarfin gini, sarrafawa da aiwatar da tallan haɗin kai wanda ke haifar da ingantaccen sakamako.

Zai zama mai ban sha'awa ganin yadda mu CMO muke ɗauka akan wannan ƙarin buƙatar yayin da matsayinmu yake haɓaka da faɗaɗawa. Wannan ma wani jigo ne a taron - ta yaya CMO za ta iya bayyana kasuwanni, haɓakawa da sarrafa kayayyaki da shirye-shirye da saya da riƙe abokan ciniki. Ba aiki mai sauƙi ba, tare da ko ba tare da fasaha ba

Duk da yake akwai wadatattun hanyoyi masu yawa daga Shahada, aya daya na yarjejeniya guda daya tsakanin mahalarta shine bukatar dabarun Martech. CMOs da ƙungiyoyin talla ba za su iya iya cin abinci tare da fasahar tallan su, mutane da aiwatarwa ba. Suna buƙatar haɗaɗɗiyar dabara a wuri don tuki da auna sakamako. Makomar Martech ta zo. A matsayina na CMO, na yi farin cikin samun wurin zama na gaba a kan abin nadi na Martech.

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