Reopening and planning of TOB operation

In a blink of an eye, 2022 is over, and it is found that the most discussed people are the B-side operators of natural selection tools, who are addicted to the dilemma of handyman all day, thinking about what is missing in 2022 on the last working day of 2022. I hope everyone can have clear goals and directions in 2023. In addition to some thoughts, this article will also tell you what TOB operators will probably do in 2023 and what kind of value they can provide to you, hoping to get your continuous attention. TOB operators hope to accompany B-side operators to grow together and provide a communication platform with dry goods and collisions for everyone in 2023. If you can, I also hope that you can pay attention to the TOB operation group with your B-side operation partners and grow rapidly together. Looking back at 2022 as a B-side operator, what is the most distressing place? It is nothing more than unclear goals, chaotic responsibilities and lack of resources. When I first entered the SAAS industry to engage in operations, I found that my boss attached great importance to operations-that is, he thought that operations were omnipotent and could achieve the expected results without resources. Will you also encounter these three problems? 1, the goal is unclear: the boss said that each of us should have operational thinking, pay attention to operation, and drive business with operation. In fact, there is no clear operation plan, the operation target is changed eight times a year, and the operation has become a handyman, which makes the B-side operation partners deeply confused; 2. Confusion of responsibilities The B-side operation post has not appeared for a long time. Many companies are aware of the necessity of operating and driving business, but they have not yet formed a mature B-side operating system. Therefore, B-side operations are often "multiple roles", such as doing product-related publicity materials, training inside and outside products, and answering customer questions. As a result, B-side operating partners are often confused and don't know where their value is. In fact, it is all caused by confusion of responsibilities and lack of clear work objectives. 3. Without the support of resources, in the process of our actual operation, we will find it difficult to schedule the business needs of our operating partners, and we are full of helplessness in the face of the distant R&D schedule. At the same time, you will find that not only in the face of production and scientific research, but also in the promotion of brother departments, our operation actions are frequently blocked, and the operation actions are not smoothly promoted, and we cannot achieve operational results; Chaos-the biggest obstacle in the past year. Let's look back: What was the biggest obstacle you faced in the past year? How did you find a way to overcome the obstacles you encountered? Or it hasn't been solved. How do you want to break through the business obstacles you are currently encountering? If someone asks me, what was the biggest obstacle in the past year? My answer is: chaos 1, chaos responsibility: I believe that not only we, but most TOB companies can't build a perfect operation system, which is actually very unfriendly to students who are not very experienced in operation and want to dig deep into B-side business. Even you will find that what you did was completely different from what you did on JD at that time. The confusion of responsibilities reflects why everyone has to do it. Mature B-side business usually has several directions: market operation, product operation, content operation, user/customer operation, delivery operation and sales operation (sales support). For example, product operation is mainly responsible for promoting product demand and making product publicity materials (PPT, white paper, etc. ) and product training. Content operation focuses on the output of industry solutions and customer benchmarking cases. But you will find that it is one thing to join a job, and it is another to actually do it. This is also the most discussed topic in our TOB operation group. 2. The direction is not clear. In the planning of the top leader, I think there should be an operation team. I think it is necessary to drive the refined operation of the business through operation to promote the rapid growth of the business. But in fact, we will find that without a clear goal, the KPI of the operation team will change again and again, and the month will be different; Even after a year, the boss can't see the value of operation, and the operation team will be abolished. In the past year, we and many partners gave feedback. After working for a period of time, the company began to lay off employees and was laid off. After careful investigation, there are often no core projects and businesses to do. In the face of KPI that has been changing and can't be completed at all, it is inevitable that it will eventually be laid off; 3. It is difficult to promote operation, which is also a topic often mentioned in the community. In the B-end business, the difficulty in promoting operation is that customers are not in their own hands, so our operation often needs the cooperation of other departments. For example, if we want to make a video number, you will find it difficult to invite internal colleagues because we can't find the right person to shoot it. For example, we want to publish the content, and there are very few sales partners who forward the content we have worked so hard to produce. How to solve the chaos? 1, to clarify the operation plan, we must first clarify the boss's expectations for the operation and what he can do now, do a good job in the operation plan, confirm the operation plan with the upper leaders, and work together towards the operation goal to win resources; What can operations do? The value that B-side operation can provide is actually very simple: 1) Responsible for customer leads: General customer leads are obtained by colleagues in the market, but not all customer leads can be turned into business opportunities immediately; We need to activate sleeping customers through refined customer hierarchical operation, in-depth content cases and online and offline oriented operation activities, do a good job in customer life cycle operation and enhance customer value; 2) Responsible for the customer's activity and renewal: We all know that the core of TOB products, especially SAAS products, is customer subscription payment, which has very high requirements for customer operation; We need to find ways to improve the utilization rate and activity of customers and respond in time through our standardized operation service process; 3) Providing value-added services to customers: Some customers' standardized products and services can't be satisfied. Now many companies have started the "SAAS+ service" two-wheel drive mode, that is, providing customers with additional operational services in addition to products; It usually includes consulting services and operational escorts; Operations can design operational services into a product. When customers buy our value-added operation services, the value of operation is immediately reflected. 2. Cross-departmental communication For sales, sales actually need various promotional materials and operational actions to continuously establish contact with customers. For CSM, they need some operational strategies to improve customer utilization and enhance customer activity. Therefore, the first step to promote operational actions must be communication. Colleagues in our department often joke that some cross-departmental cooperation and communication are often initiated by us first. As long as we communicate with the cooperation departments more and synchronize the short-term goals of both parties, the operation will make good progress. In addition, in fact, the brother department is not very clear about the concept of operation. We usually attend meetings of other departments and set aside some time to publicize the landing operation for everyone to know; 3. Standardized operation process Whether we promote products or operate customers, we need a set of standardized operation SOP to facilitate the smooth operation of our operations; We should list the actions that need to be done as concisely as possible, so that the executors can know what to do immediately after reading the SOP. After all, everyone is usually busy with customers. If the operation is too complicated, the willingness to implement it will be greatly reduced, and the effect will naturally be greatly reduced; 4. Details determine success or failure. Operation is a delicate work, and we need to cooperate with other departments. Pay attention to the details of the landing action to ensure that every operation action is in place. At the same time, respond to the unreasonable action quickly and iterate to ensure the smooth progress of the operation action; What to do in 2023 The official account of TOB Operation School WeChat was established in April this year. During the period, I intermittently exported some articles and contents, organized some online communication, and also wanted to organize in-depth offline communication, but it did not land due to the epidemic. Although the update is not very diligent, thank you very much for your concern and support for TOB operation. Recently, many new friends also asked me, what else can we do besides some daily information push and article update? In fact, at present, there are relatively few books operated by B-side, books operated by B-side, and big V numbers that are constantly updated. In the past, everyone ridiculed that "B-end products can be used" and they did a good job. They ridiculed that they were all set off by their peers, and now these voices are gradually decreasing. From the feedback of sales partners, we found that there were more and more competing products, and everyone began to grab orders. In the face of increasingly fierce competition in the TOB track, I personally think that the B-end operation is the trend, and the final operation will drive business growth. Let me tell you something. At the same time, I hope you can give us some suggestions or create with us (with benefits). 1, dry goods article output Many partners pay attention to TOB operation school, because our content is concerned and has been affirmed by some partners. Thanks again. TOB operations issue two deep dry goods every month. You can leave a message on the official WeChat account and write down what you want to know most, and we will arrange it accordingly. 2. Online+offline in-depth exchanges We held several online exchanges this year, and everyone can actively participate and discuss some issues. Continue in-depth online communication in 2023, at least once a month. If the epidemic situation improves, we will guarantee at least once a quarter. 3, TOB operation reading club operation is actually the ability to solve problems. An excellent operation must be an excellent solution provider. For Xiaobai's operation, you only need to understand the basic thinking framework of the operation and be able to perform basic operations; High-level operation does not need to learn what operation is, but to think about business model, how to make decisions and make plans in daily work, and why? How come? For B-side operations, we can learn about an industry through books, find ways to communicate and cooperate through books, and find ways to solve problems through books. So we want everyone to read books together and grow up quickly together (paper books can be exchanged with each other). 4. Content Community We hope to turn the content community into a collection of B-side operations, where you can find some daily needs (such as the live broadcast of the B-side video number SOP that everyone often asked before). You can find the latest industry research reports (including SAAS and some industry-specific research reports). It helps us to quickly understand an industry, where you can find the answers or solutions to problems (we will precipitate the essence of online and offline communication in the learning community).