Amaqela athengisayo namhlanje asebenzisa isoftware yefu ephakathi ukuphatha imisebenzi eyahlukeneyo, efana neeCRM, ukuthengisa i-imeyile, kunye nezixhobo zokudibanisa, ukwenza idatha yokuthengisa ifikeleleke lula. Iimpawu eziphezulu zehlabathi zisebenzisa le datha yokuthengisa ngeendlela ezihlakaniphile zokuphucula izigqibo zabo zoshishino, kodwa nayiphi na inkampani inokusebenzisa ulwazi kunye nezixhobo zokunika ingxelo ukuphumelela ngokuthengisa okuqhutywa yidatha.
Nangona kunjalo, ukuhlela ngeendlela ezininzi zeemetrics zokuthengisa kunokuba nzima, kwaye ukwazi indlela yokusebenzisa olu lwazi ngokufanelekileyo ngomnye umngeni. Eli nqaku liza kubonisa amashishini indlela yokusebenzisa ukuthengisa okuqhutywa yidatha ukuhlangabezana neenjongo kunye neemfuno ezizodwa zenkampani yabo.
Isiqulatho
Idatha yokuthengisa: yintoni kwaye kutheni ibalulekile?
Amashishini anokwenza njani uhlalutyo lokuthengisa kwii-4 amanyathelo
Iimethrikhi eziphambili kunye nee-KPIs zokuhlalutya kwidatha yokuthengisa
Ukusondeza phezulu
Idatha yokuthengisa: yintoni kwaye kutheni ibalulekile?
Idatha yokuthengisa ibandakanya imilinganiselo emininzi, kodwa ukuba abathengisi banokuyilandela kwinkqubo yokuthengisa, banokubiza idatha yokuthengisa. Izixhobo zanamhlanje ezifana neenkqubo zeCRM ezisekwe ngamafu zinokunceda amashishini aqokelele le datha. Nangona kunjalo, kufuneka bayazi indlela yokuyitolika ukuze babone ukuba ithetha ukuthini kwishishini labo kunye nalapho banokuphucula khona.
Kuba idatha yokuthengisa igubungela kakhulu, amashishini asenokungazi ukuba agxile ngantoni, ngakumbi xa efuna ukuchitha ixesha ethengisa. Ngaba ii-brand kufuneka zilandele umndilili wexesha elichithwe kwiintengiso zakho kumbhobho wakho okanye izinga lokubandakanyeka kwamaphulo abo e-imeyile? Ngaba ukuhlalutya amaxabiso abo empumelelo yeentlanganiso okanye ubungakanani besivumelwano esiphakathi kuya kubavumela ukuba benze uqikelelo olungcono lokuthengisa?
Ngezixhobo ezifanelekileyo zokuhlalutya ukuthengisa, amashishini anokufikelela kulwazi oluninzi kwaye achonge iintsingiselo ezinceda iqela labo ukuba liphucule kwaye libeke iinjongo zokuthengisa ezingcono zenkampani. Undoqo kukwazi ukuba zeziphi iimetrikhi ekufuneka ugxile kuzo kwaye uzisebenzise nini.
Amashishini anokwenza njani uhlalutyo lokuthengisa kwii-4 amanyathelo
Inyathelo 1: Khetha iindlela zokuhlalutya intengiso
Iindlela ezahlukeneyo zokuhlalutya ukuthengisa zivelisa iingxelo ezahlukeneyo, ke amashishini kufuneka akhethe enye ehambelana neenjongo zabo zokuthengisa. Nazi iingxelo ezisixhenxe eziphambili zohlalutyo lwentengiso ekufuneka ziqwalaselwe:
- Uhlalutyo lwendlela yokuthengisa: Olu hlahlelo lulandelela iipatheni kwidatha yokuthengisa ukujonga inkqubela yeqela kunye nokuqonda iintsingiselo kwiimveliso, abathengi, kunye neendawo.
- Uhlalutyo lwentsebenzo yentengiso: Amashishini afuna olu hlahlelo ukuze avavanye ukusebenza kweqela labo lokuthengisa ngokuthelekisa iziphumo zokwenyani neziphumo ezilindelekileyo. Bangasebenzisa ingxelo yayo ukuphucula amaxesha okuvala, amazinga okuphumelela, kunye nokukhula kwengeniso.
- Uhlalutyo lwentengiso eqikelelweyo: Olu hlalutyo lunceda ukubikezela ingozi ezayo kunye namathuba, okuvumela abathengisi ukuba benze uqikelelo oluchanekileyo lokuthengisa.
- Uhlalutyo lwemibhobho yokuthengisa: Olu hlalutyo luchonga imisebenzi eqhelekileyo elindelweyo ngaphambi kokuguqulwa. Inceda amaqela amashishini afinyeze imijikelo yokuthengisa kwaye avale amaxabiso amaninzi.
- Uhlalutyo lwentengiso yemveliso: Olu hlalutyo luluncedo kwiinkampani ezinkulu okanye ezo zinemveliso ezininzi. Ibonisa ukuba zeziphi iimveliso ezinefuthe kumgca wabo ophantsi, ukunceda la mashishini ukuba aqonde izinto ezikhethwa ngabathengi kunye nezinto ezithandwayo.
- Uhlalutyo olumiselweyo: Inika abathengisi bentengiso ukuqonda apho amathuba okulandela okanye ukulahla, ukonyusa impumelelo yabo kunye namazinga okuphumelela ngokubanzi.
- Uphando lwemakethi: Nangona isiko, le ndlela ihlala isebenza. Vavanya abathengi, abakhuphisana nophando, kwaye uphonononge amanani-manani okuthengisa ukuqonda iimfuno zabathengi kunye nokuphucula iindlela zokuthengisa.
Inyathelo lesi-2: Yazi ulwazi olujoliswe kuyo
Lakuba ishishini likhethe indlela eyiyo yokujonga intengiso—kwaye ihambelana neenjongo zalo—kusekuninzi ekufuneka kwenziwe. Emva koko, ishishini kufuneka lifumanise ukuba zeziphi iinkcukacha ezifunekayo ukuze zihlalutywe. Mhlawumbi ifuna ukubona impumelelo yoqeqesho lwentengiso okanye ilandelele ukuba yeyiphi imveliso ethengiswe kakhulu ngexesha lephulo lentengiso yakutshanje. Isenokufuna ukujonga iipateni phakathi kwabathengi abangabathengi abaphindayo.
Nje ukuba ishishini lichonge ulwazi oluphambili eliludingayo, linokukhetha amanani afanelekileyo kunye namanqaku aphambili ukunceda ukufumana kunye nokulinganisa (ngaphezulu kwezi metrics kwicandelo elilandelayo). Kodwa ngaphambi koko, kuthekani malunga nexesha? Kufuneka ishishini liqokelele iinkcukacha kangaphi? Lo mbuzo uxhomekeke kwinto elandelwayo, kodwa kuqhelekile ukujonga idatha yeveki, ngenyanga, ngekota, nangonyaka. Khumbula nje, ukuhlala ungaguquguquki ngundoqo, nokuba yeyiphi na amanani ekufuneka uwabukele. Kwakhona, cwangcisa ukujonga rhoqo ngexesha lokuthengisa okukhethekileyo okanye ukukhushulwa.
Inyathelo lesi-3: Hlalutya idatha yokuthengisa ngesixhobo sokuhlalutya esifanelekileyo sokuthengisa
Ngolwazi oluninzi malunga nezikhokelo, izivumelwano, kunye nonxibelelwano lokulawula, amashishini aya kufuna isoftware esebenzayo ebonelela ngokufikelela ngokulula kuyo yonke i-metric afuna ukuyilandela. Iinketho ezintathu ziquka i-spreadsheets, iiplatifti zeCRM, kunye nee-apps zohlalutyo lwentengiso. Nalu ujongo olusondeleyo kukhetho ngalunye:
spreadsheet
Ukusebenzisa i-spreadsheets ukuqokelela idatha kuneenzuzo ezininzi. Ukuqala, bakhululekile (njengamaSpredishithi eGoogle kunye neOfisi eVulekileyo) kwaye banike umbono wexesha langempela lemisebenzi yokuthengisa yangoku. Amashishini anokuseta ukubala ngokuzenzekelayo idatha eyongeziweyo.
Nangona kunjalo, i-drawback kukuba abathengisi kufuneka bafake yonke idatha ngesandla. Ukuba amashishini afuna ukuba iqela labo lichithe ixesha elincinci ekungeneni kwedatha kunye nexesha elingakumbi lijolise kwiindlela zabo ezihamba phambili, cinga ukutshintshela kwi-CRM kunye nokuqokelela idatha ngokuzenzekelayo.
Ingcebiso yePro: Amashishini angasebenzisa itemplates ingxelo ukwenza amava abo e-spreadsheet abe lula.
CRM
Ulawulo lobudlelwane bomthengi (CRM) isoftware ingcono kakhulu kunespredishithi ngeendlela ezininzi. IiCRM zirekhoda unxibelelwano kunye nezikhokelo ngokuzenzekelayo, zigcina ixesha leqela labasebenzisi kunye nokuqinisekisa ukuba amashishini akaphoswa naluphi na unxibelelwano. Ngee-apps eziphathwayo kunye nokudityaniswa komntu wesithathu, iiCRM zivumela iinkampani ukuba zilandele idatha eninzi.
Ii-CRM zinokubonisa amashishini ukuba amaphulo abo e-imeyile aphumelele, ukuba iifowuni ezibandayo zihlala ixesha elingakanani, kunye nalapho ziphuma khona. Bakwabonelela ngeengxelo kwiipatheni zokuthengisa ukuze amashishini akwazi ukuphinda kwaye aziphucule. Ezinye iinketho ezilungileyo ziquka Vala, iHubSpot, iPipedrive, iZendesk, kunye neApptivo.
Ii-apps zohlalutyo lwentengiso
Amashishini anokufumana izixhobo ezijongene ngqo nohlalutyo lokuthengisa. Ngokomzekelo, iChorus.ai inceda abasebenzisi ukuba baphonononge iifowuni zokuthengisa ukufumana iindlela zokuphucula. I-Gong.io inceda iinkampani ukuba zilandele intsebenziswano yabathengi kunye nokuqikelela ukuthengiswa kwexesha elizayo. Okokugqibela, iSeismic inokunceda ukulinganisa ukusebenza kwezicwangciso zokuthengisa.
Inyathelo lesi-4: Bonisa uhlalutyo lwedatha yokuthengisa kubantu abafanelekileyo
Ekugqibeleni, amaqela kufuneka abelane ngedatha yawo yokuthengisa nabantu ababalulekileyo. Ngaphandle kokuba aba bantu bacela iinkcukacha malunga nendlela amashishini azifumana ngayo iziphumo zabo, kufuneka babonise kuphela amanqaku aphambili. Ngenxa yoko, banokusebenzisa iigrafu kunye neziboniso ukwenza idatha ibe lula ukuyiqonda. Basenokusebenzisa i-calculator yokukhula kwengeniso ukunceda ukwenza idatha entsonkothileyo yokuthengisa icace.
Ngokomzekelo, ukuba abathengisi bakhokela iqela lokuthengisa kwaye bafuna ukuhlaziya abatyali-mali kunye nabachaphazelekayo, banokubandakanya iitshathi ezibonisa iinjongo zokuthengisa, iimveliso ezithengiswa kakhulu, kunye nengeniso kunye neendleko zeqela labo. Ezi ntengiselwano zentengiso kufuneka zicace kwaye zibonelele ngeembono eziluncedo. Khumbula ukugqiba ngeengcebiso zokunceda ukufezekisa iinjongo zohlalutyo.
Iimethrikhi eziphambili kunye nee-KPIs zokuhlalutya kwidatha yokuthengisa
Ngoku ukuba amashishini ayayiqonda indlela yokwenza uhlalutyo lwentengiso olucokisekileyo kusetyenziswa amanyathelo amane akhankanywe ngaphambili, lixesha lokukhetha izikhombisi ezimbalwa eziphambili zokulandelela. Njengoko kuchaziwe kwinyathelo lesibini apha ngasentla, amashishini anokusebenzisa into ayifunayo ekuthengiseni kwawo ukuqonda amanani kunye neemetrics ekufuneka azilandele. Nazi iimetriki ezili-10 abanokuthi bazilandele kwinqanaba elithile leshishini labo.
Ukukhula kwentengiso yenyanga
Le metric ibonisa ukuba ingeniso yentengiso iyanda, iyancipha, okanye ihlala ifana. Inceda amashishini aphucule iinkqubo zawo zokuthengisa.
Indlela yokubala: (Iintengiso zenyanga yangoku − Intengiso yenyanga edlulileyo) / Intengiso yenyanga edlulileyo × 100
Amathuba okuthengisa
Le metric ibonisa ukuba mangaphi amathuba okuthengiswa kweqela labathengisi, ukubanceda bachonge amathemba amahle kunye namabi.
Indlela yokubala: Bala inani lilonke lamathuba adalwe kwixesha elinikiweyo (umz., inyanga, ikota, okanye unyaka).
Izinga loguqulo olukhokelayo
Amashishini adinga le metric ukuze abone ukuba zingaphi iinkokeli ezijika zibe ngamathuba, zibanceda bacokise isicwangciso sabo sokufumana abathengi.
Indlela yokubala: (Inani lezikhokelo eziguqulwa zibe ngamathuba) / (Inani lilonke leenkokeli) × 100
Ixesha eliphakathi loguqulo
Amashishini anokusebenzisa le metric ukulinganisa ukuba kuthatha ixesha elingakanani ukukhokelela ekubeni babe ngabathengi abahlawulayo, enika ingqiqo ekusebenzeni kwabo kwentengiso.
Indlela yokubala: (Ixesha lilonke lazo zonke iinguqu ezikhokelayo) / (Inani loguqulo)
Iifowuni zedemo zibhukisiwe kwaye zikhwela ngenyanga
Ngale metric, ishishini linokulandelela inani lamathemba okufikelela kwidemo okanye kwinqanaba lokukhwela, ebonisa impilo yefanitshala yokuthengisa yomthengisi.
Indlela yokubala: Bala inani leefowuni zokungena kunye needemo ezibhukishwe kwixesha elithile.
Ixabiso lombhobho
Le metric iqikelela ingeniso evela kumathuba okuthengisa angoku ngexesha elithile.
Indlela yokubala: (Ixabiso lentengiso eqikelelwayo) × (Amathuba okuvalwa)
Iithagethi zentengiso
Le metric ilandelela ukusebenza kweqela lembali, ebonisa ingeniso eyenziweyo okanye imirhumo yemveliso ethengisiweyo.
Ixabiso lobomi bomthengi (CLV)
Abathengisi banokusebenzisa le metric ukuqikelela ukuba yimalini yengeniso umthengi oqhelekileyo uya kwenza ngexesha lokuphila kwabo, encedisa ukucwangciswa kwexesha elizayo.
Indlela yokubala: (Ingeniso engumndilili ngomthengi ngamnye) × (Umndilili wobomi bomthengi)
Iifowuni kunye nee-imeyile ngempendulo nganye
Le KPI ilandelela inani leefowuni kunye nee-imeyile ezenziwe yi-rep nganye yokuthengisa, inceda ukuvavanya imveliso kunye nokuchonga imiba.
Indlela yokubala: Lilonke inani leefowuni okanye ii-imeyile ezenziwe liqela ngexesha elithile.
Ingeniso entsha kunye nokwandiswa kwengeniso yenyanga nenyanga (MRR)
Ezi metrics zibalulekile kwiinkampani ze-SaaS ukuthelekisa ingeniso yenyanga kunye nokuvavanya ukuthengisa kunye nokusebenza kwentengiso.
Ubalwa njani iMRR entsha: (Inani labathengi abatsha) × (MRR ngomthengi omtsha)
Ulubala njani Ulwandiso lwe-MRR: [(Ukwandiswa kwe-MRR ekupheleni kwenyanga − Ukwandiswa kwe-MRR ekuqaleni kwenyanga) / Ukwandiswa kwe-MRR ekuqaleni kwenyanga] × 100
Ukusondeza phezulu
Iingxelo zocazululo lwentengiso zibalulekile kuba zigcina wonke umntu ephendula, zibonisa ulwazi oluxabisekileyo malunga nabathengi, kwaye ziqaqambise iimpawu zabathengisi bomthengisi. Banokuziguqula ngokwenene izicwangciso zentengiso zeshishini kunye neenkqubo zokwenza izigqibo, zibenze bafanelekele ingqalelo yabo epheleleyo kunye nokuzinikela.
Njengoko kukhankanyiwe kweli nqaku, izixhobo zeCRM ziyimfuneko kuhlalutyo lwedatha yokuthengisa. Ke, ezinye iinketho eziphezulu zamashishini ezinokuzisebenzisa zibandakanya iZoho Corporation, iLoker, iPipedrive, iHubSpot, iZendesk, kunye neFreshsales.
