I like to think about why two-legged walking determines our species and ultimately differentiates us from other animals. But why can four-legged animals run very fast, yet have less developed brains than humans?

我一直喜歡思考為什麼2條腿走路決定了我們人類的物種,也最終區分於其他動物,可為什麼4條腿的動物可以跑的很快,卻沒有人類的大腦這麼發達?

In a 2016 BBC report, Richard Gray described “Scattered across a taupe-coloured slab of rock that emerges from the bed of a dried-up river in northern Tanzania are perhaps some of the most evocative relics of our evolutionary past. And one thing is immediately clear to anyone who looks at the prints: Whatever those human ancestors were doing, they did it on two legs!!!”

在2016年bbc的一份報導中, Richard Gray闡訴到“在坦桑尼亞北部一條乾涸的河流的河床上,散落著一塊灰褐色的石板,這也許是人類進化史上最能喚起人們記憶的遺跡。同時,有一件事對任何看了石板紋路的人來說都是一目了然的。那就是:“無論這些人類祖先在做什麼,他們都是用兩條腿完成的!!!”

It may be the same to run a business. I’ve personally managed, witnessed, and helped many businesses, and most of my interactions were with people who acknowledge the importance of “marketing” and “sales.” But many of these same people failed to see that these two legs on which we stand, have gone their separate ways. No matter how much management wants these two departments to “walk” together, businesses still stumble and fall.

經營一家企業或許是同一個道理,我自己曾經管理的,看到的,或者幫助過的例子,幾乎所有人都知道“市場“和”銷售”的重要性,可渾然不知 “市場”和“銷售”在運營中已不自覺地各奔東西!無論管理層有多希望這兩個部門協作一起“行走”,可現實仍然差強人意!

Understanding how we came to be bipedal creatures, promises to answer many of the fundamental questions we have about the evolution of our species. It is widely recognized that permanently standing and walking upright opened up new opportunities for our ancestors to touch, explore, pick up, throw and learn.

了解我们是如何成为今天这样的两足动物,将有助于回答关于人类进化的许多基本问题。科學家們普遍认为,永久站立和直立行走为我们的祖先提供了触摸、探索、捡起、扔掉和学习的新机会

Understanding why we fail to unite the function of “sales” and “marketing” will also help answer many basic questions about companies’ business performance & competitiveness.

了解我們為何始終無法將“市場”和“銷售”一起協同行走,也將有助於回答關於企業生存及競爭力等許多基本問題。

My knowledge of other industries is limited, but let me list some examples relevant to the tourism industry.

我對其他行業的了解有限,只能列舉自己所在旅遊業企業的一些例子來幫助我和大家一起探索這個問題

Let’s first divide “marketing” and “sales” into “left leg” and “right leg”, and then compare them in different dimensions, which may help us to find some answers.

首先,讓我們把“市場”和“銷售”分為“左腿”和“右腿”,然後在將他們放置在不同的維度下進行比較,用簡單角度思考以下的問題,或許可以幫我們找出一些答案

YOU_linkedin_2 legs_sales marketing.jpg

Performance Objectives:

  • Left leg (Marketing) : Indicators of website, advertising, social media, etc.
  • Right leg (Sales) : Various indicators of revenue, online/offline sales, etc.
  • Question: Is there an intersection?

業績目標:

  • 左腿(市場部):官方渠道的各項指標(廣告,網站,社交媒體等)
  • 右腿(銷售部): 銷售的各項指標(商務,營收,線上/線下銷售等)
  • 問題: 有交集嗎?

Operating Budget:

  • Left leg (Marketing) : Advertising, digital marketing, PR, etc
  • Right leg (Sales) : Cost of sales, incentive plan, etc
  • Question: Is there an intersection?

投放預算:

  • 左腿(市場部): 廣告,數字營銷,公關等費用
  • 右腿(銷售部) :  銷售成本,獎勵計畫等
  • 問題:有交集嗎?

Data Analysis:

  • Left leg (Marketing): Website traffic analysis, social media analysis, etc
  • Right leg (Sales): Sales channel analysis, benchmarking analysis, etc
  • Question: Is there an intersection?

數據分析:

  • 左腿(市場部) : 網站流量,社交媒體分析等
  • 右腿(銷售部) : 銷售渠道,對標數據分析等
  • 問題:有交集嗎?
YOU_linkedin_sales leg data tools_01.jpg

My questions may be simple, and you may be able to find the intersection from the your Sales & Marketing Teams, but walking on two legs together, and the more demanding interdependences to run, require far more than a direction or an organizational chart. It requires real synergy, which includes allocation of manpower, resources, decision making, tools, analysis, and strategic deployment.

我的問題也許問得相對簡單,你也許能夠從現有的市場和銷售的團隊中找到交集。但要兩條腿一起走路,甚至還想要跑起來,要求的遠遠不是命令或者章程上的東西,而是真正的協同。這裡包括了:分工,決策,工具,分析以及戰略部署。

“Walking upright freed the hands for carrying and manipulating tools,” says Chris Stringer, a leading anthropologist at the Natural History Museum in London. “It allows longer-distance walking and, eventually, endurance running. Ultimately, it may have been a key step that led our ancestors’ brains to grow.”

倫敦自然歷史博物館的首席人類學家克里斯·斯特林格(Chris Stringer)說:“直立行走可以解放雙手來攜帶和操縱工具。”“它允許長距離步行,最終,耐力跑。最終,它可能是引導我們祖先大腦成長的關鍵一步。”

by Jenny You, Co-Founder