腾讯的ToB梦想

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B的能力，要在组织架构上进行从内到外系统性的梳理。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"于是，2018年9月30日，腾讯进行了大刀阔斧的改革，重新调整组织架构，新增了云与智慧产业事业群（CSIG），正式打响互联网下半场的ToB之战。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"用马化腾的话说，这次调整是一次面对未来的进化，是腾讯迈向下一个 20年的主动革新与升级迭代。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不过，既然总被人吐槽没有ToB基因，那腾讯ToB必然要找一个具有ToB基因的人。而这个人就是汤道生。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/04/04e819ab8f509e7965e593336c5b0545.jpeg","alt":null,"title":"","style":[{"key":"width","value":"100%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"汤道生照片"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"汤道生1994年在美国密西根大学获得计算机工程学士学位，并于1997年在斯坦福大学获得电子工程硕士学位。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"硕士毕业后，他先在Oracle负责数据库研发和测试工作，之后又在Sendmail软件公司开发大型反垃圾邮件过滤系统。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2005年，汤道生回国加入腾讯，从QQ空间的技术总监一直干到社交网络事业群（SNG）负责人。2013年，腾讯云正式开放后，汤道生一直作为SNG的负责人出没在各个互联网峰会上。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"可以说，汤道生见证了腾讯快速发展的十几年，而腾讯也见证着汤道生极速成长的十几年。当腾讯开启ToB业务转型，着手整合腾讯云、互联网+、智慧零售、教育、医疗、安全和LBS，成立CSIG时，需要的就是汤道生这种经验丰富的掌舵人。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"bulletedlist","content":[{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"取消内部赛马机制"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"人有了，方法也要独特。在"},{"type":"text","marks":[{"type":"strong"}],"text":"「ToB行业头条」"},{"type":"text","text":"看来，云与智慧产业事业群比较特殊的一点，就在于机制的变化：CSIG取消了内部赛马机制。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"很多人认为，内部赛马机制是腾讯推出好产品的重要因素之一，赛马机制让腾讯内部形成了优胜劣汰的竞争关系。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"失败的项目组直接就地解散，这个激励员工的方法，腾讯一直屡试不爽。微信、王者荣耀这些爆款产品都是“赛马”的产物。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"马化腾曾这样评价赛马机制：“在公司内部往往需要一些冗余度，容忍失败，允许适度浪费，鼓励内部竞争和试错。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/d2/d2f1e1afecbac4e8be1bc679f7688e29.jpeg","alt":null,"title":"","style":[{"key":"width","value":"100%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"马化腾年轻时照片"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而CSIG却一改以往的风格，取消了内部赛马机制。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因为CSIG认为，随着科技的发展，数字化转型已经成为重要趋势，在这个时代再强调内部竞争无非是一种资源浪费。与其承担巨大的业务成本，取消内部赛马机制反倒可以把钱花在刀刃上。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"尤其是相较于ToC业务，ToB业务更看重服务和产品。二者的目标群体，在消费决策上有很大的不同。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"C端用户比较偏冲动型消费，而B端用户比较偏理性型消费，所以ToB服务更考验公司的服务能力和运营能力，更专注细节打磨，不一定非要赛马。毕竟在长时间的交易周期中，任何一个细小环节出了问题，都会影响用户的消费体验，"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因此，腾讯在2018年成立CSIG时就明确指出，“互联网的下半场属于产业互联网，实体产业将成为产业互联网的主角，腾讯要做实体产业数字化转型的工具和助手”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"这个方向让腾讯明白，用ToC的打法攻占ToB市场恐怕不会灵验，只有以企业客户为中心，真正解决企业的问题，企业才愿意进入腾讯搭建的生态圈。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"bulletedlist","content":[{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"腾讯：交个朋友"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"搭建生态圈说起来简单，做起来却未必容易。换了一个赛场，腾讯在ToB市场的朋友要怎么交呢？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"根据"},{"type":"text","marks":[{"type":"strong"}],"text":"「ToB行业头条」"},{"type":"text","text":"观察，腾讯一方面通过加大基础云计算资金投入，提高基础云服务水平，以腾讯云、企业微信等产品连接更多的企业伙伴。另一方面，腾讯通过投资的方式与其他公司交朋友，不断扩充着自己的生态能力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如，腾讯以基础云计算等为技术支持，企业微信为平台基础，推出的SaaS千帆计划就是重要的ToB打法之一。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通过SaaS臻选、SaaS技术联盟和SaaS加速器等三大项目，腾讯能为SaaS企业提供技术、商机、培训、资本等服务，以此让更多SaaS厂商的开发标准统一，同时为企业用户提供互通、互联的SaaS服务。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果说腾讯云起到底层支撑作用，那企业微信则是触达各个企业伙伴的连接器。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"企业微信能够帮助企业连接内部、连接生态伙伴、连接消费者，就像C端的个人微信一样，企业微信也有机会成为每个办公人群必备的工作神器。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"尤其是疫情之下，在线办公成为热点，企业微信、钉钉、腾讯会议等等办公软件被大家熟知，下载量和用户覆盖度也直线拉升。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"iMedia 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