{"id":44211,"date":"2021-07-20T12:07:10","date_gmt":"2021-07-20T04:07:10","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=44211"},"modified":"2021-07-20T12:07:12","modified_gmt":"2021-07-20T04:07:12","slug":"scott-brinker%ef%bc%9acmo%e6%98%af%e5%90%a6%e8%90%bd%e5%90%8e%e4%ba%8emartech%ef%bc%9f","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/market\/44211.html","title":{"rendered":"Scott Brinker\uff1aCMO\u662f\u5426\u843d\u540e\u4e8emartech\uff1f"},"content":{"rendered":"\n

\u51e0\u5468\u524d\uff0c\u6211\u9605\u8bfb\u4e86 Rackspace Technology \u5236\u4f5c\u7684\u767d\u76ae\u4e66\u300aApp\u5982\u4f55\u5f71\u54cd\u5ba2\u6237\u4f53\u9a8c\u300b\u3002\uff08\u5267\u900f\u8b66\u544a\uff1a\u5728\u6570\u5b57\u4e16\u754c\u4e2d\uff0c\u5e94\u7528\u7a0b\u5e8f\u662f\u5ba2\u6237\u4f53\u9a8c\uff0c\u6240\u4ee5\u4f60\u6700\u597d\u8ba9\u5b83\u4eec\u4ee4\u4eba\u6109\u5feb\u3002\u56e0\u6b64\uff0cCX \u5df2\u6210\u4e3a CIO \u548c IT \u7684\u9996\u8981\u4efb\u52a1\u3002\uff09<\/p>\n\n\n\n

\"Scott<\/figure>\n\n\n\n

\u7136\u800c\uff0c\u51e0\u4e4e\u987a\u4fbf\u8bf4\u4e00\u4e0b\uff0c\u4e0a\u9762\u6709\u56fe\u8868\uff08\u6211\u6dfb\u52a0\u4e86\u865a\u7ebf\u7a81\u51fa\u663e\u793a\uff09\u3002<\/p>\n\n\n\n

\u5728\u4e86\u89e3\u6280\u672f\u5bf9\u4e1a\u52a1\u7684\u91cd\u8981\u6027\u3001\u7528\u9014\u548c\u6536\u76ca\u7684\u6700\u9ad8\u7ba1\u7406\u5c42\u6210\u5458\u4e2d\uff0cCMO<\/a> \u6392\u540d\u5012\u6570\u7b2c\u4e8c\u3002\u53ea\u6709\u4e0e CMO<\/a><\/span> \u5904\u4e8e\u540c\u4e00\u8f68\u9053\u7684 CRO \u6392\u540d\u8f83\u4f4e\uff08\u4ee4\u4eba\u6cae\u4e27\u7684 6% \uff09\u3002<\/p>\n\n\n\n

\u8fd9\u8ba9\u6211\u4e0d\u77e5\u6240\u63aa\uff0c\u56e0\u4e3a\u6211\u901a\u5e38\u8ba4\u4e3a CMO \u662f\u9886\u5148\u7684\u6280\u672f\u652f\u6301\u8005\u4e4b\u4e00\u3002\u8fd9\u662f\u4ed6\u4eec\u9884\u7b97\u7684\u5f88\u5927\u4e00\u90e8\u5206\u3002\u6574\u4e2a\u8425\u9500\u6280\u672f\u9886\u57df\uff0c\u5982\u679c\u6709\u7684\u8bdd\uff0c\u4f3c\u4e4e\u5e38\u5e38\u4ee4\u4eba\u4e0d\u5b89\u5730\u5c06\u7ec4\u7ec7\u7684\u5176\u4ed6\u90e8\u5206\u63a8\u5411\u6570\u5b57\u5316\uff0c\u901f\u5ea6\u6bd4\u5b83\u51c6\u5907\u63a5\u53d7\u7684\u8981\u5feb\u3002<\/p>\n\n\n\n

\u8fd9\u8ba9\u6211\u60f3\u77e5\u9053\uff0c\u300c\u8c01\u505a\u7684\u6392\u540d\uff1f\u300d\u5c31 Rackspace \u62a5\u544a\u800c\u8a00\uff0c\u4ed6\u4eec\u7684\u8c03\u67e5\u9488\u5bf9 1,420 \u540d\u9ad8\u7ea7 IT \u51b3\u7b56\u8005\u3002\u55ef\u3002\u4e5f\u8bb8\u6211\u8fc7\u65e9\u5730\u5ba3\u5e03\u8425\u9500\u548c IT \u4e4b\u95f4\u957f\u8fbe 10 \u5e74\u7684\u6218\u4e89\u5df2\u7ecf\u7ed3\u675f\uff1f<\/p>\n\n\n\n

\u56e0\u6b64\uff0c\u5c3d\u7ba1\u8fd9\u4e9b\u6570\u636e\u4e00\u76f4\u56f0\u6270\u7740\u6211\u2014\u20141,420 \u540d\u9ad8\u7ea7 IT \u51b3\u7b56\u8005\u4e0d\u662f\u4e00\u4e2a\u5c0f\u6837\u672c\u2014\u2014\u4f46\u6211\u5c06\u5176\u6401\u7f6e\u4e00\u65c1\uff0c\u8ba4\u4e3a\u66f4\u5e73\u8861\u7684\u89c2\u70b9\u662f\u5bf9\u5305\u62ec CEO \u5728\u5185\u7684\u6574\u4e2a C \u7ea7\u9ad8\u7ba1\u8fdb\u884c\u8c03\u67e5\u3002\u4ed6\u4eec\u5982\u4f55\u770b\u5f85 CMO \u7684\u6280\u672f\u9886\u5148\u5730\u4f4d\uff1f\u5f53\u7136\u662f\u66f4\u597d\u7684\u610f\u89c1\uff0c\u5bf9\u5427\uff1f<\/p>\n\n\n\n

CMO \u59d4\u5458\u4f1a\u6700\u8fd1\u53d1\u5e03\u4e86\u300a\u5bf9\u8425\u9500\u72b6\u51b5\u8fdb\u884c\u8bc4\u7ea7\uff1a\u5305\u542b\u51c6\u786e\u6570\u636e\u7684 C \u7ea7\u8ba1\u5206\u5361\u300b\uff0c\u4f3c\u4e4e\u662f\u4e3a\u4e86\u8bf4\u670d\u6211\u3002\u7ed3\u679c\u4e0d\u662f\u5f88\u597d\uff1a<\/p>\n\n\n\n

\"Scott<\/figure>\n\n\n\n

C \u7ea7\u9ad8\u7ba1\u8ba4\u4e3a\u8425\u9500\u9886\u5bfc\u5b58\u5728\u6f0f\u6d1e\u7684\u7b2c\u4e00\u5927\u5dee\u8ddd\uff1a\u8425\u9500\u7ec4\u7ec7\u3001\u7cfb\u7edf\u548c\u8fd0\u8425\u7684\u73b0\u4ee3\u5316 (42%)\u3002\u7d27\u968f\u5176\u540e\u7684\u4e0b\u4e00\u4e2a\u5dee\u8ddd\u662f\uff1a\u62c5\u4efb\u5173\u952e\u6570\u5b57\u89d2\u8272\u7684\u7cbe\u901a\u6280\u672f\u7684\u7ecf\u7406 (40%)\u3002\u63a5\u4e0b\u6765\u7684\u4e24\u4e2a\u6307\u51fa\u7f3a\u4e4f\u826f\u597d\u7684\u5ba2\u6237\u6570\u636e (37%) \u548c\u6570\u636e\u9a71\u52a8\u7684\u51b3\u7b56 (34%)\u3002<\/p>\n\n\n\n

\u603b\u800c\u8a00\u4e4b\uff0c\u6700\u9ad8\u7ba1\u7406\u5c42\u5e76\u4e0d\u8ba4\u4e3a\u8425\u9500\u662f\u6570\u5b57\u6280\u672f\u7684\u5148\u950b\uff0c\u81f3\u5c11\u4e0d\u518d\u662f\u8fd9\u6837\u3002\u5728\u8bb8\u591a\u516c\u53f8\u4e2d\uff0c\u4ed6\u4eec\u770b\u5230\u8425\u9500\u73b0\u5728\u843d\u540e\u4e86\u3002<\/p>\n\n\n\n

\u73b0\u5728\uff0cCMO \u59d4\u5458\u4f1a\u8c03\u67e5\u4e2d\u7684\u4e00\u4e2a\u76f8\u5173\u6570\u636e\u662f\u6700\u9ad8\u7ba1\u7406\u5c42\u5bf9\u300c\u60a8\u8ba4\u4e3a CMO \u5728\u60a8\u7684\u6267\u884c\u56e2\u961f\u4e2d\u7684\u57fa\u672c\u89d2\u8272\u662f\u4ec0\u4e48\uff1f\u300d\u8fd9\u4e2a\u95ee\u9898\u7684\u56de\u7b54\u3002<\/p>\n\n\n\n

\"Scott<\/figure>\n\n\n\n

#1 \u7b54\u6848\uff1a\u5ba2\u6237\u4f53\u9a8c\u5021\u5bfc\u8005\u548c\u62e5\u62a4\u8005\uff0862%\uff09\u3002<\/p>\n\n\n\n

#2 \u7b54\u6848\uff1a\u6570\u5b57\u5316\u8f6c\u578b\/\u8425\u9500\u81ea\u52a8\u5316\u9886\u5bfc\u8005\uff0854%\uff09\u3002<\/p>\n\n\n\n

\u8bf4\u5b9e\u8bdd\uff0c\u5f53\u6211\u770b\u5230\u8fd9\u4efd C \u7ea7\u9ad8\u7ba1\u671f\u671b CMO \u62c5\u4efb\u7684\u524d 5 \u540d\u804c\u4f4d\u65f6\uff0c\u6211\u611f\u89c9\u5c31\u50cf\u5728\u8df3\u821e\u5e86\u795d\u3002\u8fd9\u6b63\u662f\u6570\u5b57\u4e16\u754c\u4e2d\u8425\u9500\u9886\u5bfc\u529b\u5e94\u6709\u7684\u8868\u73b0\u2014\u2014\u5b83\u4eec\u5728\u8fd9\u91cc\u7684\u6392\u540d\u987a\u5e8f\u5927\u81f4\u76f8\u540c\u3002<\/p>\n\n\n\n

\u5ba2\u6237\u4f53\u9a8c = \u8425\u9500\uff08CUSTOMER EXPERIENCE = MARKETING\uff09<\/p>\n\n\n\n

\u2026\u2026\u56e0\u4e3a\u6211\u4eec\u7684\u54c1\u724c\u5c31\u662f\u4eba\u4eec\u6240\u4f53\u9a8c\u5230\u7684\u3002<\/p>\n\n\n\n

\u6570\u5b57\u5316\u8f6c\u578b = \u5ba2\u6237\u4f53\u9a8c\uff08DIGITAL TRANSFORMATION = CUSTOMER EXPERIENCE\uff09<\/p>\n\n\n\n

\u2026\u2026\u56e0\u4e3a\u6570\u5b57\u8fd0\u8425\u662f\u6211\u4eec\u5b9e\u9645\u63d0\u4f9b\u5ba2\u6237\u4f53\u9a8c\u7684\u65b9\u5f0f\u3002<\/p>\n\n\n\n

\u56e0\u6b64\uff0c\u901a\u8fc7\u903b\u8f91\u63a8\u7406\uff1a<\/p>\n\n\n\n

\u6570\u5b57\u5316\u8f6c\u578b = \u5ba2\u6237\u4f53\u9a8c = \u8425\u9500\uff08DIGITAL TRANSFORMATION = CUSTOMER EXPERIENCE = MARKETING\uff09<\/p>\n\n\n\n

\u8fd9\u662f\u4e00\u4e2a\u53f2\u8bd7\u822c\u7684\u91cc\u7a0b\u7891\uff0c\u73b0\u5728\u8fd9\u5df2\u6210\u4e3a C \u7ea7\u9ad8\u7ba1\u5fc3\u4e2d\u7684\u7b49\u5f0f\u3002\u6240\u4ee5\u6211\u4eec\u5728\u8fd9\u91cc\uff0c\u5728\u957f\u8fbe\u6570\u5341\u5e74\u7684\u9a6c\u62c9\u677e\u6bd4\u8d5b\u7684\u7ec8\u70b9\u7ebf\u4e0a\uff0c\u5c06\u8425\u9500\u4ece Don Drapper \u63d0\u5347\u5230 Donna Digital \uff0c\u6211\u4eec\u662f\u5426\u88ab\u6211\u4eec\u7684 martech<\/a><\/span> \u978b\u5e26\u7eca\u5012\u4e86\uff1f<\/p>\n\n\n\n

\u5f53\u7136\uff0c\u516c\u5e73\u5730\u8bf4\uff0c\u8fd9\u4e9b\u8c03\u67e5\u6570\u5b57\u7684\u5012\u6570\u8868\u660e\u5927\u591a\u6570 CMO \u5e76\u6ca1\u6709\u53d7\u5230\u8fd9\u4e9b\u5dee\u8ddd\u7684\u56f0\u6270\u3002\u5982\u679c 42% \u7684\u53d7\u8bbf\u8005\u8ba4\u4e3a\u4e0e\u73b0\u4ee3\u5316\u5b58\u5728\u5dee\u8ddd\uff0c\u90a3\u4e48\u5269\u4e0b\u7684 58% \u5219\u6ca1\u6709\u3002\u5982\u679c 40% \u7684\u53d7\u8bbf\u8005\u8ba4\u4e3a\u7f3a\u4e4f\u7cbe\u901a\u6280\u672f\u7684\u6570\u5b57\u4eba\u624d\uff0c\u90a3\u4e48\u5269\u4e0b\u7684 60% \u5219\u4e0d\u662f\u3002<\/p>\n\n\n\n

\u4eb2\u7231\u7684\u8bfb\u8005\uff0c\u60a8\u5f88\u53ef\u80fd\u6b63\u5728\u300c\u6570\u5b57\u5316\u8f6c\u578b = \u5ba2\u6237\u4f53\u9a8c = \u8425\u9500\uff08DIGITAL TRANSFORMATION = CUSTOMER EXPERIENCE = MARKETING\uff09\u300d\u7ec8\u70b9\u7ebf\u4ee5\u6700\u4f73\u72b6\u6001\u6e38\u5f0b\uff0c\u978b\u5e26\u7cfb\u7d27\u6574\u9f50\uff0c\u5448\u8774\u8776\u7ed3\u72b6\u3002<\/p>\n\n\n\n

\u4f46\u8bf7\u6ce8\u610f\u3002<\/p>\n\n\n\n

\u60f3\u8d77\u4e86\u300c\u53ea\u89c1\u6811\u6728\u4e0d\u89c1\u68ee\u6797\u300d\u7684\u683c\u8a00\u3002\u5bf9\u4e8e\u8425\u9500\u56e2\u961f\u5728\u8fc7\u53bb\u51e0\u5e74\u4e2d\u5bf9 martech \u8fdb\u884c\u7684\u6240\u6709\u6295\u8d44\uff0c\u91cd\u70b9\u901a\u5e38\u975e\u5e38\u5177\u4f53\u5730\u653e\u5728\u8425\u9500\u5de5\u5177\u4e0a\u30028000 \u591a\u79cd\u8425\u9500\u6280\u672f\u9886\u57df\u7684\u4ea7\u54c1\u805a\u5b9d\u76c6\u63d0\u4f9b\u4e86\u8bb8\u591a\u7cbe\u5f69\u7684\u4f8b\u5b50\u3002<\/p>\n\n\n\n

\u4e0d\u8981\u8bef\u4f1a\u6211\u7684\u610f\u601d\uff1a\u6709\u8bb8\u591a\u4ee4\u4eba\u60ca\u53f9\u7684\u4ea7\u54c1\u53ef\u4ee5\u5e2e\u52a9\u8425\u9500\u4eba\u5458\u5b8c\u6210\u4ed6\u4eec\u5fc5\u987b\u627f\u62c5\u7684\u65e0\u6570\u4efb\u52a1\u548c\u8d23\u4efb\u3002\u4f60\u5e94\u8be5\u5229\u7528\u5b83\u4eec\u6765\u53d1\u6325\u4f60\u7684\u4f18\u52bf\u3002\u4f46\u8bb8\u591a\u8fd9\u4e9b\u4e13\u4e1a\u5e94\u7528\u7a0b\u5e8f\u7684\u4f18\u52bf\u2014\u2014\u4e13\u4e3a\u8425\u9500\u7528\u4f8b\u800c\u8bbe\u8ba1\u548c\u7cbe\u5fc3\u8bbe\u8ba1\u2014\u2014\u901a\u5e38\u4e5f\u662f\u5b83\u4eec\u7684\u754c\u9650\u3002\u4ed6\u4eec\u662f\u4e3a\u8425\u9500\u4eba\u5458\u51c6\u5907\u7684\u3002<\/p>\n\n\n\n

\u4ed6\u4eec\u662f\u4f1f\u5927\u7684\u8425\u9500\u6280\u672f\u3002\u4f46\u5b83\u4eec\u5e76\u4e0d\u662f martech \u7684\u5168\u8c8c\u3002<\/p>\n\n\n\n

\u8425\u9500\u7684\u8303\u56f4\u8d8a\u5927\u2014\u2014\u800c\u4e14\uff0c\u563f\uff0c\u5ba2\u6237\u4f53\u9a8c\u548c\u6570\u5b57\u5316\u8f6c\u578b\u662f\u76f8\u5f53\u5927\u7684\u8303\u56f4\u2014\u2014\u300c\u8425\u9500\u6280\u672f\u201d\u8d8a\u662f\u5173\u4e8e\u8d4b\u4e88\u6574\u4e2a\u7ec4\u7ec7\u6743\u529b\u7684\u6280\u672f\u3002<\/p>\n\n\n\n

\u8fd9\u662f\u6211\u4eec\u5728\u865a\u62df\u5806\u6808\u5e73\u53f0\uff08virtual stack platform\uff09\u4e2d\u786e\u5b9a\u7684\u4e00\u4e9b\u6280\u672f\u2014\u2014\u5b83\u4e0d\u4ec5\u4ec5\u662f\u4e00\u4e2a\u8425\u9500\u6280\u672f\u6808\uff0c\u800c\u662f\u4e00\u4e2a\u771f\u6b63\u7684\u5546\u4e1a\u6280\u672f\u6808\uff1a\u6570\u636e\u6e56\u548c\u6570\u636e\u7f51\u683c\uff1b\u8de8\u90e8\u95e8\u81ea\u52a8\u5316\u548c\u5de5\u4f5c\u6d41\u7a0b\uff1b\u901a\u7528\u5546\u4e1a\u667a\u80fd\u5de5\u5177\uff1b\u76d1\u7763\u6240\u6709\u4e0e\u5ba2\u6237\u76f8\u5173\u7684\u63a5\u89e6\u70b9\u548c\u6570\u636e\u5b58\u50a8\u7684\u9690\u79c1\u548c\u5408\u89c4\u6cbb\u7406\u5de5\u5177\u3002<\/p>\n\n\n\n

\u5728\u8bb8\u591a\u60c5\u51b5\u4e0b\u2014\u2014\u751a\u81f3\u5728\u5927\u591a\u6570\u60c5\u51b5\u4e0b\u2014\u2014\u8fd9\u4e9b\u5de5\u5177\u5e76\u4e0d\u5b8c\u5168\u7531\u8425\u9500\u90e8\u95e8\u62e5\u6709\u3002\u4f46\u8425\u9500\u4e0e\u4ed6\u4eec\u6574\u5408\uff0c\u4e3a\u4ed6\u4eec\u505a\u51fa\u8d21\u732e\uff0c\u5e76\u5c06\u5b83\u4eec\u4f5c\u4e3a\u6211\u4eec\u6574\u4f53\u8425\u9500\u6280\u672f\u7ed3\u6784\u7684\u4e00\u90e8\u5206\uff0c\u8fd9\u4e00\u70b9\u81f3\u5173\u91cd\u8981\u3002\u8425\u9500\u6280\u672f\u6808\u6b63\u5728\u878d\u5165\u6570\u5b57\u4e1a\u52a1\u5806\u6808\u3002<\/p>\n\n\n\n

\u8fd9\u662f\u4e00\u4ef6\u975e\u5e38\u597d\u7684\u4e8b\u60c5\u3002<\/p>\n\n\n\n

\u8fd9\u662f\u4e00\u4e2a\u66f4\u5927\u7684\u4f7f\u547d\uff0c\u6709\u673a\u4f1a\u4ea7\u751f\u66f4\u5927\u7684\u5f71\u54cd\uff1a\u6570\u5b57\u4e1a\u52a1\u80fd\u529b\u7684\u5168\u7403\u4f18\u5316\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u8425\u9500\u80fd\u529b\u7684\u672c\u5730\u4f18\u5316\u3002<\/p>\n\n\n\n

\u8fd9\u662f\u60a8\u4e00\u76f4\u542c\u8bf4\u7684 RevOps \u8fd0\u52a8\u7684\u6838\u5fc3\uff08\u5e76\u4e14\u53ef\u80fd\u5df2\u7ecf\u53c2\u4e0e\u4e86\u2014\u2014\u5982\u679c\u60a8\u53c2\u4e0e\u4e86\uff0c\u90a3\u5c31\u70b9\u8d5e\u5427\uff09\uff0c\u5c06\u8425\u9500\u3001\u9500\u552e\u548c\u5ba2\u6237\u670d\u52a1\u4e2d\u7684\u6570\u636e\u3001\u7cfb\u7edf\u548c\u6d41\u7a0b\u8fde\u63a5\u8d77\u6765\u3002\u53cd\u8fc7\u6765\uff0cRevOps \u662f\u4ece\u5927\u6570\u636e\u5230\u5927\u8fd0\u8425\u7684\u66f4\u5927\u8f6c\u53d8\u7684\u4e00\u90e8\u5206\uff0c\u8fd9\u662f\u6570\u5b57\u5316\u8f6c\u578b\u7684\u6838\u5fc3\u3002<\/p>\n\n\n\n

\"Scott<\/figure>\n\n\n\n


\u9664\u4e86\u9488\u5bf9\u8425\u9500\u4e4b\u5916\uff0cMartech<\/a> \u4ecd\u7136\u8574\u542b\u4e86\u5de8\u5927\u7684\u529b\u91cf\u548c\u521b\u65b0\u80fd\u529b\u3002<\/p>\n\n\n\n

\u4f46\u5728\u90a3\u4e9b\u6811\u6728\u7e41\u8302\u7684\u68ee\u6797\u4e2d\uff0c\u6709\u66f4\u5927\u7684\u529b\u91cf\u548c\u521b\u65b0\u3002CMO \u5fc5\u987b\u662f\u8be5\u68ee\u6797\u7684\u62a4\u6797\u5458\u4e4b\u4e00\uff0c\u4ee5\u5e2e\u52a9\u57f9\u80b2\u5b83\u5e76\u6307\u5bfc\u5176\u4e2d\u7684\u5ba2\u6237\u4f53\u9a8c\u4e4b\u8def\u3002<\/p>\n\n\n\n

\u2014\u2014 \u5982\u679c\u89c9\u5f97\u6587\u7ae0\u8fd8OK\uff0c\u8bf7\u8f6c\u53d1 \u2014\u2014<\/p>\n\n\n\n

\u7279\u522b\u63d0\u793a\uff1a\u5173\u6ce8\u672c\u4e13\u680f\uff0c\u522b\u9519\u8fc7\u884c\u4e1a\u5e72\u8d27\uff01<\/strong><\/p>\n\n\n\n

PS\uff1a\u672c\u53f8\u627f\u63a5 \u5c0f\u7ea2\u4e66<\/a><\/span> \/ \u6dd8\u5b9d\u901b\u901b \/ \u6296\u97f3 \/ \u767e\u5ea6\u7cfb \/ \u77e5\u4e4e \/ \u5fae\u535a\/\u5927\u4f17\u70b9\u8bc4 \u7b49 \u5168\u7f51\u5404\u5e73\u53f0\u63a8\u5e7f\uff1b<\/p>\n\n\n\n

\u54a8\u8be2\u5fae\u4fe1\uff1a139 1053 2512 (\u540c\u7535\u8bdd)<\/p>\n\n\n\n

\u9996\u5e2d\u589e\u957f\u5b98CGO\u8350\u8bfb\uff1a<\/strong><\/p>\n\n\n\n