Categories
海外推广&数字营销 跨境和外贸企业管理

CMO(首席营销官)的职责是什么?

前阵子和一个朋友讨论营销的定义

我想了很久,如何讲得足够简单让一个外行人也秒懂一个CMO视角呢?那“一个交响乐团要到一个城市表演”作为例子。

Categories
认知提升 跨境和外贸企业管理

交响乐指挥家与企业领导者的相似性

乔布斯说,他把他从Beatles身上看到了企业管理的相似性。

“My model of business is the Beatles. They were four very talented guys who kept their negative tendencies relatively in check. They balanced each other and the total was greater than sum of its parts. And that’s how I see business. Great things in business are never done by one person; they are done by a team of people and we’ve got that here at Pixar and we’ve got that at Apple as well. So that’s what lets me do this. Well you know, when the Beatles were together, they did truly brilliant innovative work and when they split up, they did good work but it was never the same. And I see business that way too. It’s really always a team.”

— Steve Jobs

然而我觉得企业管理更像是交响乐团。

Categories
海外创业感悟 跨境和外贸企业管理

“营销 vs 销售”的区别

引言:营销和销售是企业成功的两大支柱,但两者绝非一回事。营销(marketing)是铺路者,负责吸引潜在客户,塑造品牌形象,注重长期布局;而销售(sales)是终结者,专注于把潜在客户变成实际成交,目标是短期业绩。简单来说,营销帮你种草,销售帮你拔草。理解并协调两者的关系,是企业提高效率、业绩爆发的关键所在。

Categories
海外创业感悟 认知提升 跨境和外贸企业管理

SEALFIT体验:能让很多人第二天卧床不起

一个月前我收到了公司的COO邀请去参加一个“体育项目”。我心想:我一个每周健身4-5次的“强壮滴男银”,什么活动我不能轻松拿下?于是,爽快地答应了。

我如何意识到这个不简单的活动?

活动当天,我们都在早晨7点就在 Jericho Beach旁边一个大操场集合。我注意到两个大水桶,里面都冰块和水。我心里就嘀咕,“运动嘛,为啥还需要两大桶冰水?” ——-很快我就知道了,原来是让我们泡在里面的!

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