{"id":18628,"date":"2020-09-15T14:30:19","date_gmt":"2020-09-15T13:30:19","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&#038;p=18628"},"modified":"2024-09-20T17:45:05","modified_gmt":"2024-09-20T16:45:05","slug":"how-sales-organisations-can-survive-in-a-socially-distanced-world","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/how-sales-organisations-can-survive-in-a-socially-distanced-world\/","title":{"rendered":"\u9500\u552e\u673a\u6784\u5982\u4f55\u5728\u793e\u4f1a\u591a\u5143\u5316\u7684\u4e16\u754c\u4e2d\u6c42\u751f\u5b58"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-right:0px;--awb-padding-bottom:0px;--awb-padding-left:0px;--awb-margin-bottom:40px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_2 1_2 fusion-flex-column avada-news-bloc-image\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"text-align:left;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"1057\" height=\"591\" title=\"data-driven\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271057%27%20height%3D%27591%27%20viewBox%3D%270%200%201057%20591%27%3E%3Crect%20width%3D%271057%27%20height%3D%27591%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/wp-content\/uploads\/2020\/09\/GettyImages-1157329249-scaled-1.jpg\" alt class=\"lazyload img-responsive wp-image-30246\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-padding-top:10px;--awb-padding-right:10px;--awb-padding-bottom:10px;--awb-padding-left:10px;--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>\u65b0\u95fb \/ \u6570\u636e\u8425\u9500<\/p>\n<\/div><div class=\"fusion-text fusion-text-2\"><p>2020 \u5e74 9 \u6708 15 \u65e5<br \/>\n\u968f\u7740\u6f5c\u5728\u5ba2\u6237\u7ee7\u7eed\u56de\u907f\u5b9e\u4f53\u4f1a\u8bae\uff0c\u800c\u4f7f\u7528\u5728\u7ebf\u5de5\u5177\u4e0e\u54c1\u724c\u8fdb\u884c\u4e92\u52a8\uff0c\u9500\u552e\u673a\u6784\u9700\u8981\u8c03\u6574\u5176\u6d41\u7a0b\uff0c\u4ee5\u5229\u7528\u6536\u96c6\u5230\u7684 data \u4fe1\u606f\u3002Artefact \u6cd5\u56fd\u516c\u53f8 Data \u54a8\u8be2\u603b\u76d1 Fabien Cros \u89e3\u91ca\u4e86\u4ed6\u4eec\u5982\u4f55\u624d\u80fd\u53d6\u5f97\u6210\u529f<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-color:#ffffff;--awb-bg-color-hover:#ffffff;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\" style=\"--awb-text-color:#000000;\"><p><span style=\"font-weight: 400;\"><br \/>\n2020 \u5e74 4 \u6708\uff0c90 \u4e2a\u56fd\u5bb6\u7684 39 \u4ebf\u4eba\u88ab\u5c01\u9501\u3002\u5373\u4f7f\u9694\u79bb\u63aa\u65bd\u6709\u6240\u7f29\u51cf\uff0c\u6f5c\u5728\u5ba2\u6237\u5f00\u53d1\u6d3b\u52a8\u548c\u9500\u552e\u6e20\u9053\u4e5f\u9762\u4e34\u7740\u5de8\u5927\u538b\u529b\u3002\u6839\u636e <\/span><a href=\"https:\/\/www.oxfordeconomics.com\/Media\/Default\/Industry%20verticals\/Tourism\/US%20Travel%20Association-%20ROI%20on%20US%20Business%20Travel.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">\u7f8e\u56fd\u65c5\u6e38\u534f\u4f1a<\/span><\/a><span style=\"font-weight: 400;\">, \u636e\u516c\u53f8\u9ad8\u7ba1\u4f30\u8ba1\uff0c\u5728 Covid-19 \u4e4b\u524d\uff0c\u5982\u679c\u6ca1\u6709\u9762\u5bf9\u9762\u4f1a\u8bae\uff0c\u4ed6\u4eec\u76ee\u524d\u7684\u4e1a\u52a1\u81f3\u5c11\u4f1a\u635f\u5931 28%\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5982\u679c\u6211\u4eec\u770b\u4e00\u4e0b\u4e00\u4e2a\u5178\u578b\u7684\u9500\u552e\u7ec4\u7ec7\uff0c\u5373\u4f7f\u5927\u90e8\u5206\u4e0a\u5c42\u9500\u552e\u6f0f\u6597\u5b9e\u73b0\u4e86\u6570\u5b57\u5316\uff0c\u4e0b\u5c42\u9500\u552e\u6f0f\u6597\u4ecd\u7136\u4e3b\u8981\u7531\u9762\u5bf9\u9762\u4f1a\u8bae\u9a71\u52a8\u3002\u8fd9\u79cd\u60c5\u51b5\u4e0d\u4f1a\u6539\u53d8\uff0c\u56e0\u4e3a\u7814\u7a76\u8868\u660e <\/span><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/4270138\/Affinity_March2018%20V2\/pdf\/harvard-business-review.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">95% of people <\/span><\/a><span style=\"font-weight: 400;\">\u8ba4\u4e3a\u9762\u5bf9\u9762\u4f1a\u8c08\u5bf9\u957f\u671f\u4e1a\u52a1\u5173\u7cfb\u81f3\u5173\u91cd\u8981<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u8c37\u6b4c\u3001\u63a8\u7279\u548c\u8bb8\u591a\u5176\u4ed6\u8d22\u5bcc 500 \u5f3a\u516c\u53f8\u627f\u8bfa\u7ee7\u7eed\u4e3a\u5458\u5de5\u63d0\u4f9b\u8fdc\u7a0b\u529e\u516c\u670d\u52a1\uff0c\u8fd9\u6807\u5fd7\u7740\u4e00\u4e2a\u793e\u4f1a\u591a\u5143\u5316\u53c2\u4e0e\u7684\u65b0\u65f6\u4ee3\u5df2\u7ecf\u5230\u6765\u3002. <\/span><span style=\"font-weight: 400;\">\u56e0\u6b64\uff0c\u5173\u952e\u95ee\u9898\u662f\u9500\u552e\u673a\u6784\u5982\u4f55\u91cd\u5851\u81ea\u6211\uff1f\u5728\u4e0d\u5141\u8bb8\u53ec\u5f00\u5b9e\u4f53\u4f1a\u8bae\u3001\u9f13\u52b1\u5728\u5bb6\u529e\u516c\u7684\u65f6\u4ee3\uff0c\u9500\u552e\u673a\u6784\u9700\u8981\u8ba9\u81ea\u5df1\u53d8\u5f97\u66f4\u6709\u610f\u4e49\u3001\u66f4\u5438\u5f15\u4eba\u3002.\u00a0<\/span><\/p>\n<p><b>Data \u89e3\u51b3\u65b9\u6848<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u89e3\u51b3\u65b9\u6848\u662f data-driven \u65b9\u6cd5\u3002\u5728\u5c01\u9501\u671f\u95f4\uff0c\u5927\u591a\u6570\u7ec4\u7ec7\u90fd\u83b7\u5f97\u4e86\u4ed6\u4eec\u6781\u5176\u7f3a\u4e4f\u7684\u4e1c\u897f\uff1adata\u3002\u5728\u7ebf\u6d4f\u89c8\u91cf\u6fc0\u589e\uff1b\u5343\u79a7\u4e00\u4ee3\u589e\u52a0\u4e86\u54c1\u724c\u6298\u6263 <\/span><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/304927\/Downloads\/Millennials-Report-2018.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">\u641c\u7d22<\/span><span style=\"font-weight: 400;\"> 28%<\/span><\/a><span style=\"font-weight: 400;\"> \u6839\u636e\u5168\u7403\u7f51\u7edc\u6307\u6570\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u7ebd\u7ea6\u65f6\u62a5\u300b\u5bf9\u7f8e\u56fd\u4e92\u8054\u7f51\u4f7f\u7528\u60c5\u51b5\u7684\u5206\u6790\u8868\u660e\uff0c\u968f\u7740\u75c5\u6bd2\u7684\u4f20\u64ad\uff0c\u6211\u4eec\u7684\u884c\u4e3a\u53d1\u751f\u4e86\u663e\u8457\u53d8\u5316\uff0c\u4f7f\u6211\u4eec\u5728\u5de5\u4f5c\u3001\u5a31\u4e50\u548c\u4ea4\u6d41\u65f6\u66f4\u52a0\u4f9d\u8d56\u4e8e\u6211\u4eec\u7684\u8bbe\u5907\uff1a\u4ec5 Facebook \u7684\u6d41\u91cf\u5c31\u589e\u52a0\u4e86 27%\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u73b0\u5728\uff0c\u9500\u552e\u673a\u6784\u6709\u4e24\u4e2a\u9009\u62e9\uff1a\u5f53 Covid-19 \u6d88\u9000\u65f6\u6216\u5982\u679c Covid-19 \u6d88\u9000\uff0c\u4ed6\u4eec\u5c06\u56de\u5230\u65e7\u6a21\u5f0f\uff1b\u6216\u8005\u5229\u7528\u5927\u6d41\u884c\u671f\u95f4\u4ea7\u751f\u7684\u5927\u91cf data\u3002\u540e\u8005\u6307\u660e\u4e86\u524d\u8fdb\u7684\u65b9\u5411\uff1b\u5728\u65b0\u7684\u4e16\u754c\u91cc\uff0cB2B \u548c B2C \u7ec4\u7ec7\u90fd\u9700\u8981\u4ee5 data \u4e3a\u4e2d\u5fc3\uff0c\u4ee5\u673a\u5668\u5b66\u4e60 (ML) \u4e3a\u9a71\u52a8\uff0c\u5e76\u901a\u8fc7\u4eba\u673a\u534f\u4f5c\u6765\u589e\u5f3a\u80fd\u529b\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u4e3a\u6b64\uff0c\u4ed6\u4eec\u9700\u8981\u5efa\u7acb\u4e09\u79cd\u4e0d\u540c\u7684\u80fd\u529b\uff1a<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><b>1.\u786e\u5b9a data-driven \u548c\u4ea7\u54c1\/\u670d\u52a1\u751f\u547d\u5468\u671f\u7ec6\u5206\u00a0<\/b><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n\u4f01\u4e1a\u9700\u8981\u6355\u6349\u3001\u5b58\u50a8\u548c\u5229\u7528\u73b0\u5728\u53ef\u7528\u7684 data\u3002\u7b2c\u4e00\u6b65\u662f\u5229\u7528 first-party data \uff08\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u4fe1\u606f\u548c\u8fc7\u53bb\u7684\u8d2d\u4e70\u5386\u53f2\uff09\u4ee5\u53ca\u7b2c\u4e8c\u65b9\u548c\u7b2c\u4e09\u65b9 data \u6765\u5efa\u7acb\u7ec6\u5206\u5ba2\u6237\u7fa4\uff0c\u5e76\u901a\u8fc7\u4e60\u60ef\u3001\u504f\u597d\u548c\u751f\u6d3b\u4e8b\u4ef6\u7b49\u9644\u52a0\u89c1\u89e3\u6765\u4e30\u5bcc\u8fd9\u4e9b\u7ec6\u5206\u5ba2\u6237\u7fa4\u3002\u8fd9\u79cd\u7ec6\u5206\u7684\u76ee\u7684\u662f\u8bc6\u522b\u6240\u6709\u4e0d\u540c\u7684\u6f5c\u5728\u5ba2\u6237\u96c6\u7fa4<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u7136\u800c\uff0c\u7ec6\u5206\u4e0d\u4ec5\u5e94\u9488\u5bf9\u5ba2\u6237\uff0c\u8fd8\u5e94\u5305\u62ec\u4ea7\u54c1\u548c\u670d\u52a1\u3002\u867d\u7136\u4ea7\u54c1\u751f\u547d\u5468\u671f\u662f\u4f9b\u5e94\u94fe\u4e2d\u7684\u5173\u952e\u7ee9\u6548\u6307\u6807\uff0c\u4f46\u5728\u9500\u552e\u673a\u6784\u4e2d\u5374\u5f88\u5c11\u5f97\u5230\u6b63\u786e\u4f7f\u7528\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u901a\u8fc7\u8ddf\u8e2a\u4f9b\u5e94\u94fe\u3001\u7814\u53d1\u548c\u5236\u9020\u7684\u751f\u547d\u5468\u671f data\uff0c\u4f01\u4e1a\u53ef\u4ee5\u968f\u65f6\u4e86\u89e3\u6700\u8fd1\u63a8\u51fa\u7684\u6240\u6709\u4ea7\u54c1\u7684\u6700\u65b0\u60c5\u51b5\uff0c\u751a\u81f3\u53ef\u4ee5\u62a2\u5360\u5148\u673a\uff0c\u5411\u5fe0\u5b9e\u5ba2\u6237\u63d0\u524d\u53d1\u5e03\u4ea7\u54c1\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u6700\u8fd1\uff0c\u6211\u4eec\u5411\u4e00\u5bb6 B2C \u9500\u552e\u673a\u6784\u63d0\u51fa\u4e86\u4e00\u9879\u91cd\u8981\u5efa\u8bae\uff0c\u5373\u5f00\u53d1\u72ec\u7acb\u7684\u4ea7\u54c1\u7ec6\u5206\uff0c\u4ee5\u4fbf\u5728\u4ea7\u54c1\u751f\u547d\u5468\u671f\u7684\u6bcf\u4e2a\u9636\u6bb5\u52a8\u6001\u8c03\u6574\u9500\u552e\u7b56\u7565\u3002<\/span><span style=\"font-weight: 400;\"> (\u5a92\u4f53\u652f\u51fa\u3001\u9500\u552e\u624b\u518c\u683c\u5f0f\u3001\u9500\u552e\u76ee\u6807\u3001\u73b0\u6709\u4fc3\u9500\u6d3b\u52a8\u7b49\uff09\u3002.<\/span><span style=\"font-weight: 400;\">) \u57fa\u4e8e\u5e02\u573a\u53cd\u5e94\u3001\u4ea7\u54c1\u53d1\u5e03\u548c\u516c\u53f8\u76ee\u6807\u3002. <\/span><\/p>\n<p><b>2.\u5efa\u7acb\u5185\u5bb9\u5de5\u5382\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n\u4f01\u4e1a\u5728\u5f00\u53d1\u7ec6\u5206\u80fd\u529b\u7684\u540c\u65f6\uff0c\u8fd8\u5fc5\u987b\u5feb\u901f\u6784\u5efa\u3001\u8c03\u6574\u548c\u6539\u8fdb\u5185\u5bb9\u3002\u54c1\u724c\u4e0d\u80fd\u518d\u4f9d\u8d56 \"\u4e00\u5200\u5207 \"\u7684\u767b\u9646\u9875\u9762\u3002\u8425\u9500\u4eba\u5458\u9700\u8981\u4e3a\u5176\u6240\u6709\u5ba2\u6237\u7fa4\u548c\u4ea7\u54c1\/\u670d\u52a1\u96c6\u7fa4\u7b56\u5212\u91cf\u8eab\u5b9a\u5236\u7684\u65b0\u9c9c\u5185\u5bb9\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48\u8d8a\u6765\u8d8a\u591a\u7684\u516c\u53f8\u5f00\u59cb\u5efa\u7acb \u201c\u5185\u5bb9\u5de5\u5382\u201d\uff0c\u5373\u4e13\u95e8\u8d1f\u8d23\u5728\u6b63\u786e\u7684\u65f6\u95f4\u4e3a\u6b63\u786e\u7684\u5ba2\u6237\u521b\u5efa\u6b63\u786e\u5185\u5bb9\u7684\u5927\u578b\u56e2\u961f\u3002\u6700\u65e9\u8fd9\u6837\u505a\u7684\u516c\u53f8\u4e4b\u4e00\u662f <\/span><a href=\"https:\/\/www.campaignasia.com\/article\/innovation-insiders-stafford-green-founder-of-coca-colas-content-factory\/310076\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">\u53ef\u53e3\u53ef\u4e50<\/span><\/a><span style=\"font-weight: 400;\">, \u5176 \"\u5185\u5bb9\u5de5\u5382\"\uff08Content Factory\uff09\u662f\u4e00\u4e2a\u7531\u601d\u60f3\u5bb6\u548c\u5b9e\u5e72\u5bb6\u7ec4\u6210\u7684\u5168\u7403\u7f51\u7edc\uff0c\u5e2e\u52a9\u5c06\u6d88\u8d39\u8005\u4e0e\u4e0d\u540c\u54c1\u724c\u8054\u7cfb\u8d77\u6765\u3002\u8fd9\u4e2a\u6210\u529f\u6848\u4f8b\u8bc1\u660e\uff0c\u5185\u5bb9\u4ecd\u7136\u662f\u738b\u9053\u3002.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u8bb8\u591a\u7ec4\u7ec7\u5f80\u5f80\u8ba4\u4e3a\uff0c\u5185\u5bb9\u53ea\u662f\u4e00\u79cd\u6c9f\u901a\u548c\u5e7f\u544a\u5de5\u5177\u3002\u51e0\u5e74\u524d\u786e\u5b9e\u662f\u8fd9\u6837\uff0c\u4f46\u73b0\u5728\u9500\u552e\u4e25\u91cd\u4f9d\u8d56\u6570\u5b57\u4e0a\u5c42\u6f0f\u6597\uff0c\u4ed6\u4eec\u9700\u8981\u4e3a\u4e0b\u5c42\u6f0f\u6597\u56e2\u961f\u63d0\u4f9b\u66f4\u591a\u6b63\u786e\u7684\u5185\u5bb9\u548c\u4e13\u4e1a\u77e5\u8bc6\uff0c\u56e0\u4e3a\u6f5c\u5728\u5ba2\u6237\u8d8a\u6765\u8d8a\u4e86\u89e3\u4ed6\u4eec\u60f3\u8981\u8d2d\u4e70\u7684\u4ea7\u54c1\/\u670d\u52a1\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5927\u6d41\u884c\u75c5\u8fc7\u540e\uff0c\u6ca1\u6709 \u201c\u5185\u5bb9\u5de5\u5382 \u201d\u6216\u7c7b\u4f3c\u8bbe\u65bd\u7684\u54c1\u724c\u53ef\u80fd\u4f1a\u5728\u7ade\u4e89\u66f4\u52a0\u6fc0\u70c8\u3001\u6210\u672c\u66f4\u52a0\u9ad8\u6602\u3001\u9700\u6c42\u66f4\u52a0\u6709\u9650\u7684\u751f\u6001\u7cfb\u7edf\u4e2d\u53d8\u5f97\u65e0\u8db3\u8f7b\u91cd\uff0c\u56e0\u4e3a\u6f5c\u5728\u4e70\u5bb6\u65e0\u6cd5\u5728\u6700\u6709\u5f71\u54cd\u529b\u7684\u65f6\u95f4\u83b7\u5f97\u6b63\u786e\u7684\u4fe1\u606f\u3002.<\/span><\/p>\n<p><b>3.\u5efa\u7acb\u6570\u5b57\u9500\u552e\u6307\u6325\u90e8\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u8fc7\u53bb\uff0c\u9500\u552e\u4ee3\u8868\u53ea\u9700\u8981\u5bf9\u4ea7\u54c1\u548c\u670d\u52a1\u6709\u6709\u9650\u7684\u4e86\u89e3\uff0c\u800c\u5982\u4eca\u4ed6\u4eec\u9700\u8981\u7684\u662f\u6df1\u539a\u7684\u4e13\u4e1a\u77e5\u8bc6<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u6570\u5b57\u9500\u552e\u6307\u4ee4\u53ef\u63d0\u4f9b\u6709\u5173\u516c\u53f8\u6f5c\u5728\u5ba2\u6237\u3001\u6f5c\u5728\u5ba2\u6237\u548c\u8001\u5ba2\u6237\u7684\u5173\u952e\u4fe1\u606f\u3002\u5b83\u5c06\u5c55\u793a ML \u7b97\u6cd5\u5728\u7ec6\u5206\u9636\u6bb5\u6355\u6349\u5230\u7684\u6240\u6709\u6d1e\u5bdf\u4fe1\u606f\uff0c\u5982\u6700\u6709\u53ef\u80fd\u9500\u552e\u7684\u4ea7\u54c1\u548c\u670d\u52a1\u3001\u6700\u65b0\u7684\u5ba2\u6237\u4e92\u52a8\u548c\u8fc7\u53bb\u7684\u8d2d\u4e70\u8bb0\u5f55\u7b49\u3002<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"> \u5b83\u8fd8\u4f1a\u4ece\u5185\u5bb9\u5de5\u5382\u7684\u4e30\u5bcc\u8d44\u6599\u5e93\u4e2d\uff0c\u5efa\u8bae\u5982\u4f55\u4ee5\u53ca\u4e3a\u4f55\u5411\u8be5\u7279\u5b9a\u5ba2\u6237\u9500\u552e\u4ea7\u54c1\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u4f8b\u5982\uff0c\u5bf9\u4e8e\u4e00\u5bb6 B2B \u7535\u4fe1\u5ba2\u6237\uff0c\u6211\u4eec\u5728\u5173\u952e\u4ea7\u54c1\u9875\u9762\u4e0a\u5b9e\u65bd\u4e86\u6eda\u52a8\u6df1\u5ea6\u6307\u6570\uff08\u4eba\u4eec\u5728\u9875\u9762\u4e0a\u6eda\u52a8\u7684\u7a0b\u5ea6\uff09\uff0c\u4ee5\u4fbf\u6839\u636e\u5b9e\u9645\u6d4f\u89c8\u884c\u4e3a\u5feb\u901f\u6307\u51fa\u5411\u8be5\u7279\u5b9a\u5ba2\u6237\u9500\u552e\u54ea\u79cd\u4ea7\u54c1\u3002\u6b64\u5916\uff0c\u6211\u4eec\u8fd8\u80fd\u5c06\u5176\u4e0e\u73b0\u573a\u884c\u4e3a data \u7ed3\u5408\u8d77\u6765\uff0c\u9884\u6d4b\u6f5c\u5728\u5ba2\u6237\u7684\u8d2d\u4e70\u503e\u5411\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u8fd9\u4f7f\u6211\u4eec\u80fd\u591f\u5c06\u70ed\u7ebf\u7d22\u4f18\u5148\u7528\u4e8e\u5b9e\u4f53\u63a5\u89e6\u70b9\uff0c\u540c\u65f6\u5c06\u51b7\u7ebf\u7d22\u8f6c\u81f3\u4e0a\u5c42\u6f0f\u6597\uff0c\u4e3a\u4ed6\u4eec\u63d0\u4f9b\u66f4\u591a\u5185\u5bb9\u3002\u7ed3\u679c\uff0c\u6211\u4eec\u5e73\u5747\u770b\u5230\u4e86 2-3% \u7684\u6f5c\u5728\u5ba2\u6237\u8f6c\u5316\u7387\u548c 40% \u7684\u6570\u5b57\u6295\u8d44\u56de\u62a5\u7387\u589e\u957f\uff0c\u4e0e\u4e4b\u76f8\u5339\u914d\u7684\u662f<\/span><a href=\"https:\/\/www.bcg.com\/publications\/2018\/building-an-integrated-marketing-sales-engine-b2b\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">BCG \u6240\u89c1 <\/span><\/a><span style=\"font-weight: 400;\">\u4e0e\u5ba2\u6237\u7684\u5173\u7cfb\u3002.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u7531\u4e8e Covid-19 \u4e0d\u65ad\u963b\u788d\u9500\u552e\u4ee3\u8868\u4e0e\u6f5c\u5728\u5ba2\u6237\u548c\u9500\u552e\u7ebf\u7d22\u4f1a\u9762\uff0c\u56e0\u6b64\u6570\u5b57\u9500\u552e\u6307\u4ee4\u662f\u4e00\u4e2a\u5de8\u5927\u7684\u673a\u4f1a\uff0c\u53ef\u5728\u63a5\u4e0b\u6765\u7684\u51e0\u4e2a\u6708\u4e2d\u66f4\u597d\u5730\u9274\u5b9a\u5728\u7ebf\u4e92\u52a8\u5e76\u4f7f\u5176\u60c5\u666f\u5316<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5f53\u524d\uff0c\u5927\u591a\u6570\u4f01\u4e1a\u7684\u6f5c\u5728\u5ba2\u6237\u8d8a\u6765\u8d8a\u5c11\uff0c\u5bf9\u6210\u672c\u7684\u654f\u611f\u5ea6\u4e5f\u8d8a\u6765\u8d8a\u9ad8\uff0c\u56e0\u6b64\uff0c\u5728\u8f6c\u5411\u66f4\u52a0\u6ce8\u91cd data \u548c ML \u9a71\u52a8\u6a21\u5f0f\u7684\u540c\u65f6\uff0c\u521b\u5efa\u7cbe\u7ec6\u7684\u4ea7\u54c1\/\u670d\u52a1\u548c\u5ba2\u6237\u7ec6\u5206\u81f3\u5173\u91cd\u8981\u3002\u9664\u6b64\u4e4b\u5916\uff0c\u8fd8\u9700\u8981\u4ee5\u5177\u6709\u6d1e\u5bdf\u529b\u548c data \u4e3a\u91cd\u7684\u6570\u5b57\u4e2d\u5fc3\u6765\u589e\u5f3a\u4eba\u529b\u3002\u9ea6\u80af\u9521\u6307\u51fa\uff0c\u91c7\u7528\u8fd9\u79cd\u65b9\u6cd5\u7684 B2B \u6570\u5b57\u5316\u9886\u5bfc\u8005\u901a\u5e38\u4f1a\u63a8\u52a8 <\/span><a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/how-b2b-digital-leaders-drive-five-times-more-revenue-growth-than-their-peers\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">\u6536\u5165\u589e\u957f\u662f\u540c\u884c\u7684\u4e94\u500d<\/span><\/a><span style=\"font-weight: 400;\">. .\u5355\u51ed\u8fd9\u4e00\u70b9\uff0c\u5c31\u8db3\u4ee5\u8bf4\u670d\u4efb\u4f55\u9500\u552e\u673a\u6784\u5f00\u59cb\u4ed6\u4eec\u7684\u65c5\u7a0b\u3002.<\/span><\/p>\n<p><b><i>\u672c\u6587\u9996\u53d1\u4e8e <\/i><\/b><a href=\"https:\/\/www.exchangewire.com\/blog\/2020\/09\/03\/how-sales-organisations-can-survive-in-a-socially-distanced-world\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b><i>ExchangeWire.<\/i><\/b><\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_hover_color: #ff0066;--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-right:0px;--awb-padding-bottom:0px;--awb-padding-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"text-align:center;--awb-margin-top:0px;--awb-margin-right:0px;--awb-margin-bottom:0px;--awb-margin-left:0px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><img decoding=\"async\" width=\"1057\" height=\"591\" title=\"data-driven\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271057%27%20height%3D%27591%27%20viewBox%3D%270%200%201057%20591%27%3E%3Crect%20width%3D%271057%27%20height%3D%27591%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/wp-content\/uploads\/2020\/06\/Global-Newsletter-Data-Digest_LinkedIn_600x315_april-1.jpg\" alt class=\"lazyload img-responsive wp-image-30246\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_2 1_2 fusion-flex-column fusion-flex-align-self-center fusion-column-inner-bg-wrapper\" style=\"--awb-inner-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><span class=\"fusion-column-inner-bg hover-type-none\"><a class=\"fusion-column-anchor\" href=\"https:\/\/go.pardot.com\/l\/597421\/2020-05-06\/2k5zzj\" target=\"_blank\" rel=\"noopener\"><span class=\"fusion-column-inner-bg-image\"><\/span><\/a><\/span><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-center fusion-content-layout-column\"><div class=\"fusion-text fusion-text-4\"><p><b>\u5bf9\u6570\u5b57\u6280\u672f\u548c data marketing \u611f\u5174\u8da3\uff1f<\/b><\/p>\n<p>\u6ce8\u518c Data Digest\uff08Artefact \u65f6\u4e8b\u901a\u8baf\uff09\uff0c\u6bcf\u6708\u5728\u60a8\u7684\u6536\u4ef6\u7bb1\u4e2d\u6536\u5230\u53ef\u884c\u7684\u5efa\u8bae\u3001\u89c1\u89e3\u548c\u610f\u89c1\u3002.<\/p>\n<p><b>\u7ed9\u6211\u62a5\u540d<\/b><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"<p>2020 \u5e74 9 \u6708 15 \u65e5<br \/>\n\u968f\u7740\u6f5c\u5728\u5ba2\u6237\u7ee7\u7eed\u56de\u907f\u5b9e\u4f53\u4f1a\u8bae\uff0c\u800c\u4f7f\u7528\u5728\u7ebf\u5de5\u5177\u4e0e\u54c1\u724c\u8fdb\u884c\u4e92\u52a8\uff0c\u9500\u552e\u673a\u6784\u9700\u8981\u8c03\u6574\u5176\u6d41\u7a0b\uff0c\u4ee5\u5229\u7528\u6536\u96c6\u5230\u7684 data \u4fe1\u606f\u3002Artefact \u6cd5\u56fd\u516c\u53f8 Data \u54a8\u8be2\u603b\u76d1 Fabien Cros \u89e3\u91ca\u4e86\u4ed6\u4eec\u5982\u4f55\u624d\u80fd\u53d6\u5f97\u6210\u529f<\/p>","protected":false},"featured_media":18629,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-18628","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-data-marketing","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog\/18628","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/18629"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=18628"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=18628"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=18628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}