{"id":19977,"date":"2026-07-02T22:51:38","date_gmt":"2026-07-02T20:51:38","guid":{"rendered":"https:\/\/www.souteze.cz\/magazin\/?p=19977"},"modified":"2026-07-02T22:51:38","modified_gmt":"2026-07-02T20:51:38","slug":"proc-marketing-a-obchod-musi-tahnout-za-jeden-provaz-a-jak-jejich-spolupraci-zvysit-zisky","status":"publish","type":"post","link":"https:\/\/www.souteze.cz\/magazin\/proc-marketing-a-obchod-musi-tahnout-za-jeden-provaz-a-jak-jejich-spolupraci-zvysit-zisky\/","title":{"rendered":"Pro\u010d marketing a obchod mus\u00ed t\u00e1hnout za jeden provaz a jak jejich spoluprac\u00ed zv\u00fd\u0161it zisky?"},"content":{"rendered":"\n<p><strong>Kdy\u017e marketingov<\/strong><strong>\u00e9 odd\u011blen\u00ed generuje leady a obchodn\u00ed<\/strong><strong>ci si st\u011b\u017euj\u00ed, \u017ee jsou nekvalitn\u00ed, m\u00e1te probl<\/strong><strong>\u00e9m. Nejde o to, \u017ee by va\u0161e propagace byla \u0161patn\u00e1, ale o\u010dividn\u011b spolu marketing a obchod m\u00e1lo komunikuj\u00ed, tak\u017ee marke\u0165\u00e1ci nev\u00ed, na co se p\u0159i z\u00edsk\u00e1v\u00e1n\u00ed <\/strong><strong>lead\u016f zam\u011b\u0159it. \u00dasp\u011b\u0161n\u00e1 akvizice z\u00e1kazn\u00edk\u016f p\u0159itom vy\u017eaduje naprostou souhru. Uk\u00e1\u017eeme v\u00e1m, jak to napravit a zvednout zisky.<\/strong><\/p>\n\n\n\n<h2>Je pot\u0159eba sladit c\u00edle<\/h2>\n\n\n\n<p>V mnoh\u00fdch firm\u00e1ch vypad\u00e1 spolupr\u00e1ce marketingu a obchodu takto: marke\u0165\u00e1ci spust\u00ed kampa\u0148, p\u0159edaj\u00ed obchodn\u00edmu odd\u011blen\u00ed seznam kontakt\u016f a to prohl\u00e1s\u00ed, \u017ee tam nic pou\u017eiteln\u00e9ho nen\u00ed. A pak se vz\u00e1jemn\u011b obvi\u0148uj\u00ed \u2013 marketing \u0159\u00edk\u00e1, \u017ee obchod neum\u00ed pracovat s leady, obchod \u0159\u00edk\u00e1, \u017ee marketing pos\u00edl\u00e1 nesmysly.<\/p>\n\n\n\n<p>Takov\u00fd sc\u00e9n\u00e1\u0159 nen\u00ed v\u00fdjimkou, <a href=\"https:\/\/sopro.io\/resources\/blog\/sales-marketing-alignment-statistics\/\">podle dat<\/a> j\u00ed <strong>\u010del\u00ed p\u0159es 60 % B2B firem<\/strong>. A stoj\u00ed je to v\u00edc, ne\u017e si v\u011bt\u0161ina mana\u017eer\u016f p\u0159ipou\u0161t\u00ed \u2013 <strong>firmy s nefunk\u010dn\u00ed spoluprac\u00ed mezi marketingem a obchodem vykazuj\u00ed<\/strong> <strong>pr\u016fm\u011brn\u00fd meziro\u010dn\u00ed pokles tr\u017eeb o 4 %<\/strong>, zat\u00edmco ty s t\u011bsnou prov\u00e1zanost\u00ed obou t\u00fdm\u016f rostou o des\u00edtky procent.<\/p>\n\n\n\n<p>P\u0159\u00ed\u010dinou je \u010dasto sledov\u00e1n\u00ed \u00fapln\u011b jin\u00fdch c\u00edl\u016f. Marketingov\u00e9 odd\u011blen\u00ed sleduje po\u010det n\u00e1v\u0161t\u011bv, kliknut\u00ed a engagement, zat\u00edmco obchodn\u00edci po\u010det uzav\u0159en\u00fdch zak\u00e1zek. <strong>Ob\u011b<\/strong><strong>ma t\u00fdm\u016fm<\/strong> (a pota\u017emo i cel\u00e9 firm\u011b) <strong>p\u0159itom jde o jedin<\/strong><strong>\u00e9 \u2013 zisky<\/strong>.<\/p>\n\n\n\n<h2>Kopou za jeden t\u00fdm<\/h2>\n\n\n\n<p>Marketing a obchod zpravidla <strong>nemaj\u00ed shodnou definici toho, co je kvalitn\u00ed <\/strong><strong>lead<\/strong>. Market\u00e9\u0159i ozna\u010d\u00ed za \u00fasp\u011bch ka\u017ed\u00fd kontakt, kter\u00fd vyplnil formul\u00e1\u0159 nebo st\u00e1hl e-book. Obchodn\u00edci cht\u011bj\u00ed firmy se skute\u010dn\u00fdm n\u00e1kupn\u00edm z\u00e1m\u011brem a odpov\u00eddaj\u00edc\u00edm rozpo\u010dtem. Bez spole\u010dn\u011b dohodnut\u00fdch krit\u00e9ri\u00ed se tyto dva pohledy nikdy nesejdou.<\/p>\n\n\n\n<p>Druh\u00fd nesoulad tvo\u0159\u00ed <strong>nedostate\u010dn<\/strong><strong>\u00e9 sd\u00edlen\u00ed informac\u00ed<\/strong>. Sales specialisti denn\u011b mluv\u00ed se z\u00e1kazn\u00edky a sly\u0161\u00ed jejich n\u00e1mitky, pot\u0159eby i zp\u016fsob, kter\u00fdm o sv\u00fdch probl\u00e9mech mluv\u00ed. Jen\u017ee <strong>tahle data m\u00e1lokdy doputuj\u00ed zp\u011b<\/strong><strong>t do marketingu<\/strong>. Marketingov\u00e9 odd\u011blen\u00ed tak tvo\u0159\u00ed obsah podle sv\u00e9ho nejlep\u0161\u00edho v\u011bdom\u00ed a sv\u011bdom\u00ed, ale m\u016f\u017ee jim chyb\u011bt tento d\u016fle\u017eit\u00fd vhled.<\/p>\n\n\n\n<p>Nejd\u016fle\u017eit\u011bj\u0161\u00ed je tedy <strong>nastavit komunikaci a mechanismy spolupr\u00e1ce<\/strong> mezi ob\u011bma odd\u011blen\u00edmi. Kdy\u017e marke\u0165\u00e1ci uvid\u00ed p\u0159\u00edmou souvislost mezi svou prac\u00ed a \u00fasp\u011b\u0161n\u00fdm obchodem, za\u010dnou nad kampan\u011bmi p\u0159em\u00fd\u0161let \u00fapln\u011b jinak.<\/p>\n\n\n\n<h2>Jak to ud\u011blat?<\/h2>\n\n\n\n<ul><li>Prvn\u00edm krokem je spole\u010dn\u00e1 sch\u016fzka, kde si marketing a obchod jasn\u011b <strong>stanov\u00ed, jak vypad\u00e1 ide\u00e1ln\u00ed z\u00e1kazn\u00edk<\/strong> \u2013 jeho obor, velikost firmy, rozhodovac\u00ed pravomoc kontaktn\u00ed osoby, typick\u00fd probl\u00e9m, kter\u00fd \u0159e\u0161\u00ed. Z toho vznikne p\u0159esn\u011b definovan\u00e1 c\u00edlov\u00e1 skupina, na kterou je pot\u0159eba c\u00edlit kampan\u011b a budovat u n\u00ed pov\u011bdom\u00ed o zna\u010dce.<\/li><li><strong>Zave\u010fte vz\u00e1jemn<\/strong><strong>\u00e9 sd\u00edlen\u00ed dat.<\/strong> Marketingov\u00e9 odd\u011blen\u00ed pot\u0159ebuje v\u011bd\u011bt, kter\u00e9 kampan\u011b p\u0159inesly dobr\u00e9 leady a pro\u010d. Obchod zase jak\u00fd obsah z\u00e1kazn\u00edk p\u0159ed prvn\u00edm kontaktem konzumoval, co ho p\u0159ivedlo na web a na co reagoval. Tenhle obousm\u011brn\u00fd tok informac\u00ed \u2013 <strong>ide\u00e1ln\u011b skrze spole\u010dn\u00fd CRM syst<\/strong><strong>\u00e9m<\/strong> \u2013 zvy\u0161uje p\u0159esnost kampan\u00ed i \u00fasp\u011b\u0161nost obchodn\u00edch hovor\u016f.<\/li><li><strong>Nastavte spole\u010dn\u00e1 KPIs. <\/strong>Nep\u016fjde to 100%, ale m\u011bjte tam pr\u016fniky, kter\u00e9 zaj\u00edmaj\u00ed oba t\u00fdmy.&nbsp; Nap\u0159\u00edklad po\u010det nov\u00fdch uzav\u0159en\u00fdch zak\u00e1zek, nebo cokoliv co v\u00e1m d\u00e1v\u00e1 smysl a bude to marketing a obchod sm\u011b\u0159ovat ke stejn\u00e9mu c\u00edli.<\/li><li><strong>Pravideln\u011b komunikujte <\/strong>o tom, co p\u0159i\u0161lo za leady, kter\u00e9 z&nbsp;nich obchod d\u00e1le rozv\u00edj\u00ed, co kampan\u00edm chyb\u00ed atd. T\u00edm v\u010das zjist\u00edte, co funguje a kde je naopak prostor pro zlep\u0161en\u00ed.<\/li><\/ul>\n\n\n\n<h2>V\u00fdsledky mluv\u00ed samy za sebe<\/h2>\n\n\n\n<p>Firmy, kter\u00e9 tyto pravidla zavedou a dodr\u017euj\u00ed, dosahuj\u00ed dle dat agregovan\u00fdch ze zahrani\u010dn\u00edch pr\u016fzkum\u016f (sopro.io) <strong>o 36 % vy\u0161\u0161\u00ed m\u00edry udr\u017een\u00ed z\u00e1kazn\u00edk\u016f<\/strong><sup>1<\/sup> a <strong>uzav\u00edraj\u00ed zak\u00e1zky s a\u017e 67% vy\u0161\u0161\u00ed \u00fasp\u011b\u0161nost\u00ed<\/strong>oproti firm\u00e1m, kde tato odd\u011blen\u00ed funguj\u00ed odd\u011blen\u011b.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.mytimi.cz\/\">Jak \u0159\u00edk\u00e1 CEO akvizi\u010dn\u00ed agentury<\/a> Jan Skovajsa: <em>\u201eJe nesmysl, aby spolu jednotliv<\/em><em>\u00e9 t\u00fdmy soupe\u0159ily. Cel<\/em><em>\u00e9 <\/em><em>firm\u011b jde o to, co nejv\u00edce vyd\u011bl\u00e1vat. To je jasn\u00fd c\u00edl, od kter<\/em><em>\u00e9ho se odv\u00edj\u00ed v\u0161echny ostatn\u00ed \u010dinnosti. Doporu\u010duji proto nastavit dobrou firemn\u00ed strategii. Ta stanov\u00ed miln\u00edky, kter\u00fdch je pot\u0159eba dosahovat a jak\u00e9 \u010dinnosti je t\u00edm p\u00e1dem pot\u0159eba ka\u017ed\u00fd m\u011bs\u00edc vykonat.<\/em>\u201c<\/p>\n\n\n\n<p>Zdroj obr\u00e1zku: peopleimages.com \/ stock.adobe.com<\/p>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Kdy\u017e marketingov\u00e9 odd\u011blen\u00ed generuje leady a obchodn\u00edci si st\u011b\u017euj\u00ed, \u017ee jsou nekvalitn\u00ed, m\u00e1te probl\u00e9m. Nejde o to, \u017ee by va\u0161e propagace byla \u0161patn\u00e1, ale o\u010dividn\u011b<\/p>\n","protected":false},"author":10,"featured_media":19979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1179],"tags":[1381],"acf":[],"_links":{"self":[{"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/posts\/19977"}],"collection":[{"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/comments?post=19977"}],"version-history":[{"count":1,"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/posts\/19977\/revisions"}],"predecessor-version":[{"id":19980,"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/posts\/19977\/revisions\/19980"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/media\/19979"}],"wp:attachment":[{"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/media?parent=19977"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/categories?post=19977"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.souteze.cz\/magazin\/wp-json\/wp\/v2\/tags?post=19977"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}