人æãµãŒãã¹æ¥çã§ã¯ã競äºãæ¿åããäžã§é¡§å®¢ãšã®åŒ·åºãªé¢ä¿æ§ç¯ãšããŒãºã«åããããœãªã¥ãŒã·ã§ã³ã®æäŸãæ±ããããŠããŸããããã§æ³šç®ãããŠããã®ãABMïŒã¢ã«ãŠã³ãã»ããŒã¹ãã»ããŒã±ãã£ã³ã°ïŒã§ããABMã¯ç¹å®ã®éèŠãªé¡§å®¢ã¢ã«ãŠã³ãã«çŠç¹ãåœãŠãåå¥ã®ããŒãºã«åãããããŒã±ãã£ã³ã°æŽ»åãå±éããæŠç¥çã¢ãããŒãã§ããã人æãµãŒãã¹äŒæ¥ã顧客ãšã®é¢ä¿æ§ãæ·±åãããããžãã¹ã®æé·ãå éãããããã®æå¹ãªææ³ãšèšããŸããæ¬èšäºã§ã¯ãABMã®åºæ¬æŠå¿µãã人æãµãŒãã¹æ¥çã«ãããå®è·µæ¹æ³ãæåã®ããã®ãã€ã³ããŸã§åŸ¹åºçã«è§£èª¬ããŸãã
ABMãšã¯äœãïŒäººæãµãŒãã¹æ¥ã«ãããéèŠæ§
è¿å¹ŽãããŒã±ãã£ã³ã°ææ³ã®äžã€ãšããŠæ³šç®ãéããŠããABMïŒã¢ã«ãŠã³ãã»ããŒã¹ãã»ããŒã±ãã£ã³ã°ïŒã人æãµãŒãã¹æ¥çã«ãããŠãããã®éèŠæ§ãé«ãŸã£ãŠããŸããABMãå¹æçã«æŽ»çšããããšã§ã人æãµãŒãã¹äŒæ¥ã¯ãéèŠãªé¡§å®¢ã¢ã«ãŠã³ããšã®é¢ä¿æ§ã匷åããããžãã¹ã®æé·ãå éãããããšãã§ããŸãã
ABMã®å®çŸ©ãšæŠèŠ
ABMãšã¯ãç¹å®ã®éèŠãªé¡§å®¢ã¢ã«ãŠã³ãã«çŠç¹ãåœãŠãåå¥ã®ããŒãºã«åãããããŒã±ãã£ã³ã°æŽ»åãå±éããæŠç¥çã¢ãããŒãã§ããåŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ãäžç¹å®å€æ°ã®æœåšé¡§å®¢ã察象ãšããã®ã«å¯ŸããABMã¯ä»¥äžã®ãããªç¹åŸŽãæã£ãŠããŸãã
- éèŠãªé¡§å®¢ã¢ã«ãŠã³ããç¹å®ããéäžçã«ã¢ãããŒããã
- ã¢ã«ãŠã³ãããšã«ã«ã¹ã¿ãã€ãºãããã¡ãã»ãŒãžãææ¡ãæäŸãã
- å¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ãªã©ãéšé暪æçãªããŒã ã§åãçµã
ABMã¯ãéããããªãœãŒã¹ãæã䟡å€ã®é«ã顧客ã«éäžãããããšã§ãROIã®æ倧åãå³ãæŠç¥ãšãããŸãã
人æãµãŒãã¹æ¥çã®çŸç¶ãšABMã®å¿ èŠæ§
人æãµãŒãã¹æ¥çã¯ãäŒæ¥ã®äººæããŒãºã®å€æ§åãæè¡ã®é²æ©ã«ããã競äºãæ¿åããŠããŸãããã®ããã顧客ãšã®åŒ·åºãªé¢ä¿æ§ç¯ãšããŒãºã«åããããœãªã¥ãŒã·ã§ã³ã®æäŸãæ±ããããŠããŸããABMã¯ã以äžã®ãããªäººæãµãŒãã¹æ¥çã®èª²é¡ã«å¯Ÿå¿ããããã®æå¹ãªã¢ãããŒãã§ãã
- éèŠãªé¡§å®¢ã¢ã«ãŠã³ãã®ç¶æãšæ¡å€§
- 顧客ããŒãºã®ç確ãªææ¡ãšæé©ãªãœãªã¥ãŒã·ã§ã³ã®ææ¡
- é·æçãªé¡§å®¢ãã€ã€ã«ãã£ã®åäž
ABMãå°å ¥ããããšã§ã人æãµãŒãã¹äŒæ¥ã¯ãéèŠãªé¡§å®¢ã¢ã«ãŠã³ããšã®é¢ä¿æ§ãæ·±åãããç¶ç¶çãªããžãã¹ã®ç²åŸãå®çŸã§ããŸãã
ABMãããããã¡ãªãããšå¹æ
人æãµãŒãã¹æ¥çã§ABMãå®è·µããããšã§ã以äžã®ãããªã¡ãªãããšå¹æãæåŸ ã§ããŸãã
ã¡ãªãã | å¹æ |
---|---|
éèŠãªé¡§å®¢ã¢ã«ãŠã³ããšã®é¢ä¿æ§åŒ·å | 顧客ãã€ã€ã«ãã£ã®åäžãé·æçãªååŒã®å®çŸ |
顧客ããŒãºã«åããããœãªã¥ãŒã·ã§ã³ã®æäŸ | 顧客æºè¶³åºŠã®åäžãã¯ãã¹ã»ã«ãã¢ããã»ã«ã®æ©äŒåµåº |
ãªãœãŒã¹ã®æé©é åãšå¹çå | ããŒã±ãã£ã³ã°ROIã®æ¹åãå¶æ¥çç£æ§ã®åäž |
éšééé£æºã®åŒ·å | äžè²«ããã«ã¹ã¿ããŒãšã¯ã¹ããªãšã³ã¹ã®æäŸã瀟å ã³ãã¥ãã±ãŒã·ã§ã³ã®åæ»å |
ABMã¯ã人æãµãŒãã¹äŒæ¥ãéèŠãªé¡§å®¢ã¢ã«ãŠã³ããšã®é¢ä¿æ§ãæ·±åãããããžãã¹ã®æé·ãå éãããããã®æŠç¥çã¢ãããŒãã§ãã顧客ç解ã«åºã¥ããããŒãœãã©ã€ãºãããã¢ãããŒãã«ããã顧客ãšã³ã²ãŒãžã¡ã³ããé«ããé·æçãªæåãå®çŸããããšãã§ããã§ãããã
人æãµãŒãã¹æ¥çã«ãããŠABMãå¹æçã«å®è·µããããã«ã¯ã以äžã®ãããªãã€ã³ããæŒãããããšãéèŠã§ãã
- éèŠãªé¡§å®¢ã¢ã«ãŠã³ãã®ç¹å®ãšåªå é äœä»ã
- ã¢ã«ãŠã³ãããšã®ããŒãºã課é¡ã®æ·±ãç解
- ã«ã¹ã¿ãã€ãºãããã³ã³ãã³ãããœãªã¥ãŒã·ã§ã³ã®æäŸ
- å¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ã®é£æºåŒ·å
- ABMå®è·µã®ããã®ãã¯ãããžãŒãããŒã«ã®æŽ»çš
ABMã¯ã人æãµãŒãã¹æ¥çã«ããã競äºåªäœæ§ã確ç«ããããã®éèŠãªæŠç¥ã§ããABMã®ååãç解ããèªç€Ÿã®ç¶æ³ã«åãããŠé©åã«å®è·µããããšã§ã人æãµãŒãã¹äŒæ¥ã¯ã顧客ãšã®é¢ä¿æ§ã匷åããæç¶çãªæé·ãå®çŸã§ããã§ãããã
人æãµãŒãã¹æ¥ã«ãããABMã®å®è·µæ¹æ³
人æãµãŒãã¹æ¥çã§ABMãå¹æçã«å®è·µããã«ã¯ãæŠç¥çãªã¢ãããŒããå¿ èŠã§ããããã§ã¯ãABMã®å®è·µæ¹æ³ã«ã€ããŠãã¿ãŒã²ããã¢ã«ãŠã³ãã®éžå®ããåæã®ãã€ã³ããŸã§åŸ¹åºçã«è§£èª¬ããŸãã
ã¿ãŒã²ããã¢ã«ãŠã³ãã®éžå®ãšåªå é äœä»ã
ABMã®ç¬¬äžæ©ã¯ãã¿ãŒã²ãããšãªãéèŠãªé¡§å®¢ã¢ã«ãŠã³ããç¹å®ããããšã§ãã以äžã®ãããªåºæºãåèã«ãã¢ã«ãŠã³ããéžå®ããåªå é äœãä»ããŸãããã
- 売äžèŠæš¡ãæé·æ§
- èªç€Ÿã®ãœãªã¥ãŒã·ã§ã³ãšã®é©åæ§
- ææ決å®è ãžã®ã¢ã¯ã»ã¹ã®å®¹æã
- 競åä»ç€Ÿãšã®é¢ä¿æ§
éžå®ããã¢ã«ãŠã³ãã¯ã瀟å ã§å ±æããå¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ãªã©ãé¢é£éšéãäžäžžãšãªã£ãŠåãçµããäœå¶ãæŽããããšãéèŠã§ãã
ã¢ã«ãŠã³ãããšã®ãã«ãœãèšå®ãšããŒãºåæ
ã¿ãŒã²ããã¢ã«ãŠã³ããéžå®ãããã次ã¯ã¢ã«ãŠã³ãããšã®ãã«ãœãèšå®ãšããŒãºåæãè¡ããŸãã以äžã®ãããªãã€ã³ããæŒãããŸãããã
- ææ決å®è ãã€ã³ãã«ãšã³ãµãŒã®ç¹å®
- ã¢ã«ãŠã³ããæ±ãã課é¡ãç®æšã®ææ¡
- ã¢ã«ãŠã³ãã®äŒæ¥æåã䟡å€èŠ³ã®ç解
- 競åä»ç€Ÿãšã®é¢ä¿æ§ãéžå®åºæºã®åæ
ãã®æ å ±ãåºã«ãã¢ã«ãŠã³ãããšã®ãã«ãœããèšå®ããããŒãœãã©ã€ãºãããã¢ãããŒããè¡ããŸããããŒãºåæã«ã¯ãã€ã³ã¿ãã¥ãŒããµãŒãã€ããœãŒã·ã£ã«ã¡ãã£ã¢ã®ã¢ãã¿ãªã³ã°ãªã©ãæ§ã ãªææ³ã掻çšããããšãå¹æçã§ãã
ãªãŒããŒã¡ã€ãã®ã³ã³ãã³ãå¶äœãšé ä¿¡æŠç¥
ã¢ã«ãŠã³ãããšã®ããŒãºãç解ãããããªãŒããŒã¡ã€ãã®ã³ã³ãã³ããå¶äœããå¹æçã«é ä¿¡ããããšãéèŠã§ãã以äžã®ãããªã³ã³ãã³ããé ä¿¡æŠç¥ãèããããŸãã
ã³ã³ãã³ãäŸ | é ä¿¡æŠç¥äŸ |
---|---|
|
|
ã³ã³ãã³ãå¶äœãšé ä¿¡æŠç¥ã¯ãã¢ã«ãŠã³ãã®ãšã³ã²ãŒãžã¡ã³ããé«ããä¿¡é Œé¢ä¿ãæ§ç¯ããããã«éåžžã«éèŠã§ããã¢ã«ãŠã³ãã®ããŒãºãå奜ã«åãããŠããŒãœãã©ã€ãºããããšã§ãããé«ãå¹æãæåŸ ã§ããŸãã
ABMãæåãããã«ã¯ãç¶ç¶çãªã¢ãã¿ãªã³ã°ãšæé©åãæ¬ ãããŸããããšã³ã²ãŒãžã¡ã³ãã®ç¶æ³ãå¶æ¥æ©äŒã®é²æãå®æçã«ç¢ºèªããå¿ èŠã«å¿ããŠæŠç¥ã調æŽããŠããããšãéèŠã§ãããŸããABMã®å®è·µã«ã¯ãå¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ãªã©ãéšééã®ç·å¯ãªé£æºãäžå¯æ¬ ã§ãã瀟å ã®ã³ãã¥ãã±ãŒã·ã§ã³ãåæ»ã«ããã¢ã«ãŠã³ãã«å¯ŸããŠäžè²«ããã¡ãã»ãŒãžãçºä¿¡ã§ããäœå¶ãæŽããŸãããã
ABMã®ããäžã€ã®éèŠãªåŽé¢ã¯ããã¯ãããžãŒã®æŽ»çšã§ããABMãã©ãããã©ãŒã ãããŒã±ãã£ã³ã°ãªãŒãã¡ãŒã·ã§ã³ããŒã«ãå°å ¥ããããšã§ãã¢ã«ãŠã³ãããŒã¿ã®ç®¡çãã³ã³ãã³ãé ä¿¡ããšã³ã²ãŒãžã¡ã³ãã®è¿œè·¡ãªã©ãå¹çåããããšãã§ããŸãããã ããããŒã«ã¯ãããŸã§ãæ段ã§ãããæŠç¥çãªæèãšã¯ãªãšã€ãã£ããã£ãæã£ãŠABMã«åãçµãããšãæåã®éµãšãªããŸãã
人æãµãŒãã¹æ¥çã¯ãäŒæ¥ã®äººæããŒãºã®å€æ§åãæè¡ã®é²æ©ã«ãããåžžã«å€åãç¶ããŠããŸããABMãå¹æçã«å®è·µããã«ã¯ãå€åã«é©å¿ããæ°ããªææ³ãæè¡ãåãå ¥ããŠããæè»æ§ãæ±ããããŸããæ¥çã®ååããã¹ããã©ã¯ãã£ã¹ãåŠã³ãèªç€Ÿã®ç¶æ³ã«åãã㊠ABM æŠç¥ãé²åãããŠããããšãéèŠã§ãã
ABMã¯ã人æãµãŒãã¹æ¥çã«ãããŠãéèŠãªé¡§å®¢ã¢ã«ãŠã³ããšã®é¢ä¿æ§ã匷åããããžãã¹ã®æé·ãå éãããããã®åŒ·åãªææ³ã§ããã¿ãŒã²ããã¢ã«ãŠã³ãã®éžå®ãããŒãºåæããªãŒããŒã¡ã€ãã®ã³ã³ãã³ãå¶äœãšé ä¿¡æŠç¥ãªã©ãABMã®å®è·µã«ã¯æŠç¥çãªã¢ãããŒããæ¬ ãããŸããããŸããéšééã®é£æºããã¯ãããžãŒã®æŽ»çšãç¶ç¶çãªæé©åãéèŠãªèŠçŽ ã§ããABMã®ååãç解ããèªç€Ÿã®ç¶æ³ã«åãããŠæè»ã«å®è·µããããšã§ã人æãµãŒãã¹äŒæ¥ã¯ã顧客ãšã®åŒ·åºãªé¢ä¿ãç¯ããæç¶çãªæé·ãå®çŸããããšãã§ããã§ãããã
ABMãæåã«å°ãããã®ãã€ã³ããšæ³šæç¹
ABMã人æãµãŒãã¹æ¥çã§å¹æçã«å®è·µããæåã«å°ãããã«ã¯ãããã€ãã®éèŠãªãã€ã³ããšæ³šæç¹ããããŸããABMã¯ãéèŠãªé¡§å®¢ã¢ã«ãŠã³ãã«çŠç¹ãåœãŠãåå¥ã®ããŒãºã«åãããããŒã±ãã£ã³ã°æŽ»åãå±éããæŠç¥çã¢ãããŒãã§ããããã®å®è·µã«ã¯ç€Ÿå ã®é£æºäœå¶ãããŒã¿çµ±åãé·æçãªèŠç¹ãç¶ç¶çãªæ¹åãäžå¯æ¬ ã§ããããã§ã¯ãABMãæåã«å°ãããã®ãã€ã³ããšæ³šæç¹ã詳ãã解説ããŸãã
瀟å ã®é£æºäœå¶ãšããŒã¿çµ±åã®éèŠæ§
ABMã®å®è·µã«ã¯ãå¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ãªã©ãéšé暪æçãªããŒã ã§åãçµãããšãéèŠã§ããåéšéãç·å¯ã«é£æºããã¢ã«ãŠã³ãã«é¢ããæ å ±ãã€ã³ãµã€ããå ±æããããšã§ãäžè²«ããã¡ãã»ãŒãžãšããŒãœãã©ã€ãºãããã¢ãããŒããæäŸããããšãã§ããŸãããŸããããŒã¿çµ±åãæ¬ ãããŸããã顧客ããŒã¿ããšã³ã²ãŒãžã¡ã³ãããŒã¿ãå¶æ¥ããŒã¿ãªã©ãäžå 管çããã¢ã«ãŠã³ãã®å šäœåãææ¡ããããšããå¹æçãªABMæŠç¥ã®ç«æ¡ã«åœ¹ç«ã¡ãŸãã
é·æçãªèŠç¹ã«ç«ã£ãã¢ãããŒãã®å¿ èŠæ§
ABMã¯ãéèŠãªé¡§å®¢ã¢ã«ãŠã³ããšã®é·æçãªé¢ä¿æ§æ§ç¯ãç®çãšããŠããŸãããã®ãããçæçãªææã«ãšãããããé·æçãªèŠç¹ã«ç«ã£ãã¢ãããŒããå¿ èŠã§ããã¢ã«ãŠã³ãã®ããŒãºã課é¡ã«çæ¯ã«åãåããä¿¡é Œé¢ä¿ãç¯ãããšã«æéãæè³ããŸããããäžè²«ããã³ãã¥ãã±ãŒã·ã§ã³ãšäŸ¡å€æäŸãéããŠãã¢ã«ãŠã³ããšã®ããŒãããŒã·ãããæ·±åãããããšããABMã®æåã«ã€ãªãããŸãã
PDCAãµã€ã¯ã«ã«ããç¶ç¶çãªæ¹åãšæé©å
ABMã¯äžåºŠã§å®çµãããã®ã§ã¯ãªããç¶ç¶çãªæ¹åãšæé©åãå¿ èŠã§ããPDCAãµã€ã¯ã«ïŒPlan-Do-Check-ActïŒã掻çšããæŠç¥ã®ç«æ¡ãå®è¡ãè©äŸ¡ãæ¹åãç¹°ãè¿ãããšãéèŠã§ããã¢ã«ãŠã³ãã®ãšã³ã²ãŒãžã¡ã³ããå¶æ¥æ©äŒã®é²æãå®æçã«ã¢ãã¿ãªã³ã°ããããŒã¿ã«åºã¥ããŠæŠç¥ã®èª¿æŽãè¡ããŸãããããŸããABMã®å®è·µã§åŸãããç¥èŠããã¹ããã©ã¯ãã£ã¹ã瀟å ã§å ±æããçµç¹å šäœã®ABMèœåãåäžãããããšãéèŠã§ãã
ABMãæåã«å°ãããã«ã¯ã以äžã®ãããªç¹ã«ã泚æãå¿ èŠã§ãã
- ã¢ã«ãŠã³ãã®éžå®ãšåªå é äœä»ããé©åã«è¡ã
- ã¢ã«ãŠã³ãããšã®ãã«ãœãèšå®ãšããŒãºåæã培åºãã
- ãªãŒããŒã¡ã€ãã®ã³ã³ãã³ãå¶äœãšå¹æçãªé ä¿¡æŠç¥ãç«ãŠã
- ABMãæ¯ãããã¯ãããžãŒãããŒã«ãæŠç¥çã«æŽ»çšãã
- å€åããæ¥çååããã¹ããã©ã¯ãã£ã¹ãåŠã³ãæè»ã«é©å¿ãã
ABMã¯ã人æãµãŒãã¹æ¥çã«ãããŠãéèŠãªé¡§å®¢ã¢ã«ãŠã³ããšã®é¢ä¿æ§ã匷åããããžãã¹ã®æé·ãå éãããããã®åŒ·åãªææ³ã§ãã瀟å ã®é£æºäœå¶ãšããŒã¿çµ±åãé·æçãªèŠç¹ã«ç«ã£ãã¢ãããŒããç¶ç¶çãªæ¹åãšæé©åã«æ³šåããããšã§ãABMãæåã«å°ãã人æãµãŒãã¹äŒæ¥ã®æç¶çãªæé·ãå®çŸããããšãã§ããã§ãããã
ãŸãšã
人æãµãŒãã¹æ¥çã«ãããABMã¯ãéèŠãªé¡§å®¢ã¢ã«ãŠã³ããšã®é¢ä¿æ§åŒ·åãšããžãã¹æé·ãå éãããããã®æå¹ãªææ³ã§ããã¿ãŒã²ããã¢ã«ãŠã³ãã®éžå®ãããŒãºåæããªãŒããŒã¡ã€ãã®ã³ã³ãã³ãå¶äœãšé ä¿¡æŠç¥ãªã©ã®æŠç¥çã¢ãããŒãã«å ãã瀟å ã®é£æºäœå¶ãšããŒã¿çµ±åãé·æçèŠç¹ã«ç«ã£ãç¶ç¶çãªæ¹åãæåã®ã«ã®ãšãªããŸããABMã®ååãç解ããèªç€Ÿã®ç¶æ³ã«åãããŠæè»ã«å®è·µããããšã§ã人æãµãŒãã¹äŒæ¥ã¯é¡§å®¢ãšã®åŒ·åºãªé¢ä¿ãç¯ããæç¶çãªæé·ãå®çŸã§ããã§ãããã