March 2017
Beginner to intermediate
148 pages
1h 52m
Chinese
Content preview from 设计领导力
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销售与营销
｜
119
（
ROI
）方面可能不尽人意，但已证明其对我们来说是成功的，有机搜索对我们通
常是有好处的。这能产生一些低质量的机会，所以我们就必须在销售过程中做很好
的资格预审工作，筛出低质量的机会。但是，如果你愿意做筛选工作，就能找到真
正的宝石。一些最大的客户实际是通过搜索引擎主动找到我们的。”在成功的设计
公司里，这样的筛选过程也从来不是随机的。一旦有线索进来，就必须经过评估来
确定是否值得继续。
“传统的销售思维把所有重点都放在用尽可能多的潜在用户填塞销售渠道，”波
士顿的数字营销公司
Acceleration Partners
的首席执行官罗伯特
•
格雷泽（
Robert
Glazer
）说道，“营销人员常会不带恶意地建议，如果广撒网，并慢慢渗透潜在用户，
就会最终提炼出完全成熟的客户。其实不然。”虽然拥有更多潜在客户似乎是件好
事，但这会分散精力，而不是集中多数设计领导者手上有限的时间和资源。本书采
访的最成功的设计领导者，依靠的是更集中的销售方法。在高度集中的活动和建立
多个途径之间寻找平衡，这可能看上去混乱不堪，甚至乍一看是有悖常理的。我们
在谈话中力求获得关于这些方法更详细的解释。“有个解决方案，”格雷泽继续道，
他和我们几年前一同写了关于这个问题的最初那篇文章。“美中不足的是，这需要
耐心和灵活性。不是一蹴而就的。基于理解对不合适的客户说‘不’，跟获得正确
的客户一样对企业有好处。”
虽然我们遇见的领导者给出了不同的解释，其中仍有许多人将该过程看作聚焦工具。
我们称这种策略为“聚焦镜头”，当正确执行时，这会成为驱动和维持公司盈利的 ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.