Last time I compared the origin of humans walking on two legs, to the roles of “sales” and “marketing” in business. These two legs of a company must be synchronized, each holding their portion of the weight.

Today, let’s continue the conversation on how “not be lame”.

Standing on two legs is only the first step towards success, but standing is not enough to make us sufficiently competitive. Humans run faster by freeing their hands, using better tools, activating the brain, and creating miracles that change the world!

I now see the problem many “Things To Do” businesses encounter. They give the “left leg” (marketing & branding) many tools, such as search engine optimization, social media data analysis, paid advertising, etc. These data tools give strength and posture of the “left leg”, this side often drives the pace of the walk, and sometimes drags along an underdeveloped “right leg” in terms of data.

“Sales leg” business intelligence tools are significantly weaker (we only focus on the Things To Do Industry here). In addition to a company’s own performance analysis of internal annual, monthly, and weekly reports, there are certain key performance indicators (KPIs) recognized by the entire market. BUT, only a few data tools are available for reference. Individual businesses frequently only refer to their own historical data or the official tourism reports of the entire city for benchmarking. These are not enough to support the “right leg” and formulate strategy, and this can BARELY qualify as an “apple to apple” comparison!

Most of the tools available to the “sales leg” are only used within a company, to examine their isolated performance. Continuous acquisition of other competitors’ sales-related data or the analysis of an entire sales channel are not often considered in the Thing To Do Industry, because the data tools are scarce.

We interviewed hundreds of industry representatives, and many admitted problems stemming from their left & right legs. Understanding the pain points behind feeling “lame”, and taking stock of all the resources available for our Things To Do businesses the feedback is clear: We need a comprehensive set of “data tools,” not only consumer data tools for Marketing, but also Channel & Product insight for sales, so sales and marketing can, together, run the marathon.

Next time, let’s discuss: What kind of tool is suitable for the “right leg”?


上次我將人類兩條腿走路的起源和商業中的“市場”與“銷售”來做比較,意識到“市場”和“銷售”作為企業的兩條腿,必須同步,和諧的行走,不跛腳,才能將企業的品牌和銷售融入為一個整體,順暢並互補地運行下去,最終達到期望的效果!

今天,我們繼續探討,如何可以“不跛腳”的問題。

雙腳站立只是邁向成功的第一步,可是光靠腳的努力仍不足以讓我們具有足夠的競爭力。人類將雙手解放出來,更好的使用工具,激活大腦運轉,才能跑的更快,從而創造奇蹟,改變世界!

我現在看到很多“目的地體驗”企業遇到的問題是,他們賦予了左腿(市場和品牌宣傳)很多工具,例如:搜索引擎優化,社交媒體數據,付費廣告等等,在有了這些數據工具的幫助下,“左腿”優化了力量與姿勢,行走也變的更加矯健有力!

相比之下,銷售作為企業的“右腿”,為其提供的分析工具明顯薄弱了許多(我們這裡只針對目的地體驗行業)。除了自己本身的業績分析年報,月報與週報以外,拓展到整個市場共同認可的關鍵業績指標(KPI),以及可供參考的數據工具可謂少之又少,企業個體只能參考自身過往(歷史)數據,或者整個城市的官方旅遊報告作為考量“右腿”的指標,並最終制定下一個左腿行走的戰略方針!然而,這並不是我們所說的“蘋果對蘋果”的對比!

相反,目前能夠給“右腿”(銷售)提供的工具大部分卻只能源於企業內部,因為持續獲取其他競爭對手銷售相關的數據,或者整個銷售渠道的分析數據,在當前的“目的地體驗“行業來說,幾乎是一個空白!

我們採訪了過百位行業代表,由“左右腿”的問題出發,了解“跛腳”背後的痛點,盤點了所有可供我們“目的地體驗”企業選擇的數據工具,最終得出了這個全票通過的結論:我們需要加強“數據工具”的使用,不僅是針對用戶行為的數據分析,例如通過網站分析,社交媒體等促進市場及品牌宣傳的數據!更應該通過數據洞察銷售渠道及表現,來讓我們的市場與銷售更有效的協同,一起跑向馬拉松的終點!

下次,我們將和大家一起探討:什麼樣的工具適合“右腿”?