Worktile 王濤的經營之道：7 年牽引式破局 ｜ TGO 科技領袖三十人

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"「TGO 科技領袖三十人」是 2021 年 TGO 全新啓動的內容欄目，全年專訪三十位科技領袖，講述他們推動科技產業向前發展的探索經驗與實踐故事。我們力圖將“創新技術推動世界進步”這一客觀進程具象化，望見這一進程的關鍵節點。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"本期嘉賓：王濤，Worktile CEO、連續 3 屆獲得微軟MVP、微軟 TechED 客座講師、暢銷技術書籍《你必須知道的 .NET》作者。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"尋求報道：[email protected]"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/worktile.com\/","title":"xxx","type":null},"content":[{"type":"text","text":"Worktile"}]},{"type":"text","text":" 又換辦公室了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"像在命理中被寫好了似的，Worktile 差不多每三年就會換一次辦公室，同時也會進入一個新的發展階段。“很準的”，CEO 王濤說。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2013年 - 2015年，Worktile 只有個人版，沒有盈利；2016 - 2018，Worktile 完成了商業化轉型，開始盈利；2019 - 至今，Worktile 重點孵化 PingCode，深入研發管理場景。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對於王濤來說，這一個個“三年”，不僅是個孤立於數字範疇的模糊概念，還是個橫跨時間與空間緯度的“局”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/92\/b7\/92ae6f2578947d370590e5773619a7b7.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"Worktile 的新辦公室設計圖"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"打從 2000 年前後，搜狐、新浪先後赴納斯達克上市，北京就成了中國互聯網創業的一座地標，也成爲了一個圈住衆多合夥人的圍城，或者叫做一個局。在這個局裏，有曾在中關村“練攤兒”的劉強東，也有從軟件園默然退租的無名之輩。像前者一般的“幸運兒”，最近二十年纔出現了不到十位；像後者一般的“失意人”，每年都可能出現上百位。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這個局，贏家實在太少。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2006 年，王濤被媳婦從西安“忽悠”到北京。真正入局互聯網創業則是在 2013 年 —— 那一年，他創立了 Worktile。之後的事兒，似乎和其他 CEO 也並無太多不同，就是組建團隊、找投資人拿錢、設計企業的盈利模式、調整企業發展戰略，然後馬不停蹄地一路猛跑。在王濤的詞典裏，沒有“忙不忙”這個概念，通常在孩子睡着後，還要爬起來再工作一段時間。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"人們熱愛那些傳奇的商業故事，希望用一種強勢的、充滿速度感的句式來概括企業經營的核心，比如，“別跟 xxx 公司談管理”、“xxx 公司沒有未來”等。但在王濤看來，企業的生存更像一場漫長的牽引式破局。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這使他的經營之道顯得有些“平淡”，但被時間證明有效。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"創立七年後，在 2020 年 7 月，Worktile 完成了 B+ 輪融資。考慮到未來的市場空間和自身的“造血”能力，公司基本算是穩穩地活了下來。這座四方的紫禁城，好像已經困不住王濤了，他就是那個即將贏到最後的“幸運兒”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但他卻用了一分鐘的時間，在辦公室的玻璃白板上畫了張圖，聲明自己仍在局裏。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/c9\/aa\/c9cbc0f2de0f4e3630eb9b100b09abaa.jpg","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"靠着一隻乾枯的白板筆，王濤“畫”了個比較“費眼神兒”的局 "}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"畫“局”：一場暫無領先者的賽跑"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這張圖元素不多，一支幾近乾枯的白板筆足以完成。圖中,“SaaS” 是個核心關鍵詞，也是 Worktile 創業以來長期錨定的賽道。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2020 年，疫情迫使許多企業在 5 個月內，做出了過去 5 年都沒想好的決定：立刻、馬上推進數字化轉型，而 SaaS 恰好是數字化轉型最重要的載體之一。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"風口一旦到來，餘下的問題只關乎決策。SaaS 能在多個不同領域造就成功的公司，但要紮根何處，更多取決於企業創始人和團隊的調性如何，不是“拍腦門”就能決定的。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"關於這個問題，王濤也相當謹慎，他獨自推演了多次，也曾花上幾個小時爲來訪的客人講解，因此熟練地在白板上開始勾畫：一切經營決策都要回歸行業的核心本質。對於 SaaS 來說，其核心無疑是續約。如果客戶流失率（customer churn）和金額流失率（revenue churn）足夠低，當業務擴展至一定程度後，SaaS 就會成爲“複利生意”，自發向下滾動。而 SaaS 服務之所以能實現高續約率，有兩個因素相當關鍵："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一個是“產品能解決用戶痛點”；另一個是“客戶規模足夠龐大”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"技術創業者習慣於從自己身上找問題，關注用戶痛點，忽視客戶規模。曾有多家商會、財經媒體發佈過對中國企業平均壽命的估算，答案並不一致，但大部分集中在 2.5 - 2.9 年，企業總數則在 4000 萬家左右。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果以上數據準確，則意味着，客戶企業可能會在創立的第一年、第二年採購了你的 SaaS 服務，但到了第三年，很可能就倒閉了。也就是說，在用戶定位不對的情況下，無論產品多麼出衆，SaaS 都不會成爲理想中的複利生意。用王濤的話說，就是“傻掉了”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但在中國做 "},{"type":"link","attrs":{"href":"https:\/\/baike.baidu.com\/item\/saas\/6703273?fr=aladdin","title":"xxx","type":null},"content":[{"type":"text","text":"SaaS"}]},{"type":"text","text":" 生意的人並不都是傻子。因爲在這上千萬家企業裏，至少有一部分企業的規模屬於中型或中型以上，企業壽命往往超過 5 年，對於這部分客戶羣來說，SaaS 業務的盈利模式是成立的。所以，從統計學的角度看，“複利型” SaaS 業務的真正客羣往往不是小微型企業，而是人數在百人以上的中型或中大型企業。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"面對中大型客戶的項目協作需求，其實 Worktile 也幹得不錯，在工業領域“和客戶共創”，可以說是風生水起。但王濤是個愛折騰的主兒，總想再找到一條與市場匹配度更高的“第二增長曲線”，同時能擁抱自身“50% 以上客戶爲技術企業”的業務特點。於是思來想去，在 2020 年 9 月發佈了 PingCode 。這個“局”，至此才逐漸清晰起來。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/da\/b9\/da0a870367ce4b7a23660580b36ee7b9.jpg","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"PingCode 產品矩陣"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"PingCode 的產品矩陣包括 Agile（敏捷開發）、Wiki（知識庫）、Testhub（測試管理）、Plan（項目集），顯然關注的是全鏈條的研發管理，屬於四大 SaaS 服務核心覆蓋區域之一，另外三個分別是："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"numberedlist","attrs":{"start":1,"normalizeStart":1},"content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":1,"align":null,"origin":null},"content":[{"type":"text","text":"銷售：CRM；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":2,"align":null,"origin":null},"content":[{"type":"text","text":"HR\/行政：HR SaaS；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":3,"align":null,"origin":null},"content":[{"type":"text","text":"財務：財務 SaaS；"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在國內市場，CRM 、HR SaaS、財務 SaaS 都存在相對比較明確的市場格局，典型的企業有紛享逍客、銷售易、北森、用友、金蝶，等等。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"唯獨在研發管理領域，優秀的產品很多，但格局並不明朗。王濤形容道：“誰都沒有領先半個身位”。接着，他拿筆將“研發管理”這四個字一圈，下了定論：“這兒，就是我們想做的事情。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"基於對 SaaS 生意本質、規模和場景的理解，王濤直接搞了個大動作，宣佈 PingCode 對 25 人以下研發團隊免費。這是一個信號：對於整個研發管理 SaaS 市場來說，“拼刺刀”的時刻纔剛剛開始，雖然相關融資、併購的新聞不斷，但官子階段，任何玩家都很難主動離席。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/7d\/e5\/7dc980ea5ea6666b9b25211950c65fe5.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"2020 年 11 月 5 日，發佈僅兩個月的 PingCode ，宣佈對 25 人以下研發團隊免費"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"聊起這些，王濤顯得有點興奮。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"入“局”： JIRA 爲何經久不衰？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不過，相比於王濤個人，許多 SaaS 創業者仍舊過得比較苦悶。從大環境上看，中國 SaaS 行業長期不賺錢，實在是有點“營養不良”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"恆業資本董事總經理江一曾說：“我們注意到現在 50% 的 SaaS 產品在推向市場後，（被）證明是完全跑偏的。只有不到 10% 的 SaaS 產品能夠實現盈虧平衡。僅有 3%，甚至 2% 、1% 的產品能夠對應企業客戶，產生效果化的重大影響”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"王濤認爲，中國 SaaS 能不能賺錢，取決於產品到底能不能解決問題，“回到根兒上是這個原因”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如同許多創業者一樣，王濤也會“向外看”、“向內看”，“向外看”通常指的是看競爭對手；“向內看”一般指的是觀察產品自身。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"相對來說，“向外看”的目標比較明確。比如，對於許多中國科技企業來說，最熟悉的研發管理工具可能是來自南半球澳大利亞的一個組合，名叫：JIRA + Confluence。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"二者皆由 Atlassian 公司推出。"},{"type":"link","attrs":{"href":"https:\/\/baike.baidu.com\/item\/JIRA\/6608817?fr=aladdin","title":"xxx","type":null},"content":[{"type":"text","text":"JIRA"}]},{"type":"text","text":" 是一款項目與事務跟蹤工具，已面世近 20 年；Confluence 則是一款企業級 Wiki ，常常搭配 JIRA 來使用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"實際上，這套組合的問題也很大，它們源自海外，一則難以做好本土化適配；二則在國內沒有售後支持；三則因爲很多產品設計方面的歷史原因，導致其上手較爲複雜。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但這一切並沒有影響國內科技企業的購買熱情，如果不是 Atlassian 打算停售 JIRA 和 Confluence 的 Server 版，將其全部遷移上雲，恐怕二者還會繼續成爲許多企業進行研發管理的首要選擇。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲何在這個用戶體驗爲王的時代，顯得有些特立獨行的 JIRA，偏偏能牢牢抓住國內大小技術團隊的心呢？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"很大一部分原因是：JIRA 更能解決實際問題。至少單就插件系統來說，JIRA 的優勢非常明顯，GitHub、Issue Checklist …… 3000 + 的插件數量足以滿足大部分技術團隊的需求。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/83\/c9\/834b35af588bc6ebfaeeb3c7d69553c9.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"JIRA 可選的部分插件"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Salesforce 似乎也是因爲同樣的原因橫行世界。Salesforce 專業版的定價是每人每月 75$，"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"由此推算，一個百人團隊一年的開銷是 90,000$，約合人民幣 58 萬元。"},{"type":"text","text":"而國內同類產品的價格可能在 10 - 20萬之間，價格相差近 3 - 6 倍。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但據 2018 年的統計顯示，Salesforce 的市場份額高達 19.5%，已經連續五年排名市場第一。王濤將原因總結爲："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“在用過那麼多 CRM 軟件後，發現還是 Salesforce 能解決問題。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/5f\/ab\/5f0f1e88512478822e1fde67a4aa49ab.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"Salesforce 的價格遠高於國內主流 CRM 系統"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"由此出發，王濤給 PingCode 的定調也非常簡單：要能切實解決用戶問題。“當然，UI 也很重要”，他還不忘補充道。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當然，“向外看”也容易受到矇蔽：每家企業在做產品迭代時，都會受到某些“歷史原因”的干擾，當前狀態往往是 “Trade-Off” 的結果，外人其實看不太懂，一般也“抄”不大對。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因此，在王濤看來，“向內看”更加重要，要關注產品究竟如何滿足用戶需求。做產品是個技術活，什麼需求都接，產品就會變得臃腫；什麼需求都不接，產品就會乏善可陳。有時很難界定清楚。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"作爲一個“非霸道總裁”式 CEO，王濤慣於採用“牽引”的手段對產品施加影響，而非強勢介入團隊工作。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如，王濤十分關注“流失用戶”，於是在 Worktile ，存在着一份按月更新的《試用不成功報告》—— 產品團隊會關注所有在產品體驗初期就流失掉的用戶，對其試用情況做深度溝通和調查，並將過程和結論記錄在內。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"關於這份報告，讓王濤印象最深刻的例子發生在幾年前。當時，產品團隊希望新客戶在註冊使用 Worktile 後，可以儘快創建一個工作任務，以便深入地體驗產品。但在實際使用中，大家卻發現這一環節的數據始終不盡如人意。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在溝通中，客戶表示，創建任務需要填寫的表單太多了。產品團隊一聽，只覺恍然大悟：問題源自對“老用戶”和“新用戶”概念的混淆。對於老用戶來說，表單越豐富越好，一次完成效率最高；對於新用戶而言，入門越簡單越好，否則令人望而卻步。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"B 端生意不同於 C 端，產品對“短板”的恐懼常常大於對“長板”的渴望。對於王濤而言，這份《試用不成功報告》記錄的內容多爲小調整、小迭代，很少出現“驚天地泣鬼神”的用戶吐槽，但這正是理想狀態之一。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"解“局”：自頂向下的銷售戰略"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"再豐盛的食物，想喫進肚子，也得牙口夠好。就像再好的 SaaS 產品，沒有銷售業績也只能孤芳自賞。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"銷售人員是企業的“牙齒”，但在大部分技術創業者看來，銷售是表面上由數據和 KPI 驅動，實際上看天喫飯的職業 —— 運氣好了來個大客戶，運氣不好就只能跟小客戶死磕。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"創業七年來，王濤逐漸體悟到這種思維的問題所在：銷售成績如何，非但不看“天氣”，反倒與相應的銷售戰略密切相關。如果按步驟解讀，則大致如下："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"numberedlist","attrs":{"start":1,"normalizeStart":1},"content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":1,"align":null,"origin":null},"content":[{"type":"text","text":"確定目標區域客戶數量：無論用何種方法，必須得到關於目標區域客戶數量的明確數字（比如，通過某種調查，得知上海現有一萬家潛在客戶）；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":2,"align":null,"origin":null},"content":[{"type":"text","text":"目標區域客戶情況分析：將潛在客戶按百分比分層統計，包括大型客戶佔比、中型客戶佔比、小型客戶佔比，以及正在使用競品的客戶佔比等；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":3,"align":null,"origin":null},"content":[{"type":"text","text":"判斷銷售的進攻方向：主要需判斷是否對被競品控制的客戶羣發起進攻；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":4,"align":null,"origin":null},"content":[{"type":"text","text":"判斷市場的進入方式：思考用直銷的方式進入市場好，還是用集成商合作的方式進入市場好。如果是後者，嘗試計算可選集成商的大致數量；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":5,"align":null,"origin":null},"content":[{"type":"text","text":"進行目標拆解：如果選擇與集成商合作，便將任務進行拆解，比如，Q1 搞定其中 30% 的集成商，Q2 搞定 50%……其他方向亦然。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“這麼做下來，銷售的目標就不再是生硬的銷售額”，王濤說道，“從前的銷售額大多隻是個數字，沒有任何的支撐點。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從無到有，他對團隊銷售戰略的迭代過程心裏有數，“一開始肯定做得不會太好”。從動態視角來看，團隊在具體執行時，一定還會碰見許多問題，但大概率會把納入一套數學邏輯：根據某區域商務線索的年度增長趨勢計算轉化率，根據每層轉化率思考如何提升業績。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對於 Worktile 銷售團隊來說，這樣的數學題正在成爲年度戰略會議的“必考題”。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"破“局”：牽引式管理"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"談起年度戰略會議，王濤開心地笑了起來：“以前的年度戰略目標，基本就是我和 Terry ‘拍大腿’確定的。今年我要求所有部門總監先向我彙報，主動思考一下如何幫公司‘破局’。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對於許多中國企業家來說，自頂向下制定“打法”很正常，自下而上制定“打法”則有點另類。不得不說，這樣的做法也很耗費時間，從開始籌備到所有部門確定規劃，幾乎要耗費一個季度的時間。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但這同樣是一種“牽引”。在整場訪談中，王濤反覆提及“牽引”一詞，顯然對此情有獨鍾。可能正是“牽引式”的管理，讓團隊逐漸成爲王濤心中期望的樣子。這種管理模式不但體現在組織模式上，也體現在組織文化上。對於所有經歷了 2020 疫情考驗的 CEO 來說，一個切身體會是：對於企業而言，文化往往更加重要。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"每年年末，Worktile 都會舉辦週年慶。在 Q4 的很多時間裏，王濤的手裏時常會把玩着一個橡皮手環。手環外表面，均勻分佈着白色定製字樣：“Worktile 7th”、“聚焦”、“簡單而認真”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“Worktile 7th”的意思是 Worktile 七週年；“聚焦”是公司在 2021 年度戰略主題；“簡單而認真”則是 Worktile 的企業價值觀。事實上，這個手環正是王濤爲 Worktile 週年慶準備的周邊之一，每個員工都會拿到。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/80\/61\/800baaf94cb801a964f94b5551da2361.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"Worktile 週年慶手環"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在 Worktile ，週年慶可不是個小事，如果用一個關鍵詞來形容，應該叫做“儀式感十足”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不但如此，公司的研發發版要在會議室準備點可樂、炸雞；新員工轉正述職，也要舉辦簡單的慶祝儀式；作爲一個技術驅動型公司，Worktile 還會定期舉辦內部技術會議，鼓勵員工成爲講師，登臺做技術分享。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“文化很重要的部分是靠儀式來成就的，”王濤解釋道，“如果你去到一個寺廟，多半會想上柱香、拜一拜，如果知道點心經，可能還要在心裏默唸一下。雖然你不是信徒，但你依然會保持敬畏，這就是儀式的力量。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/19\/14\/19c304f188cf55cf822ec1b140b64f14.jpg","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"Worktile 的內部技術分享會"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這聽起來有些像洗腦，但王濤覺得，與其說是洗腦，不如說是篩選。那些文化屬性很強的公司，往往會讓與之合拍的員工，體驗到極強的歸宿感；不喜歡的人則感到完全無法融入。無論阿里還是華爲，大體都是如此。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"告訴新員工“我們是誰”，引導他們參與各類儀式，這是一種牽引；主動拒絕那些文化價值觀不匹配的員工，則是一種篩選，保證留在公司裏的，都是同路人。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Worktile 前進的最大倚仗既不是行業佈局的前瞻性，也不是某種銷售體系的優越性，而在於其文化和管理策略，可以長期給予了團隊正確的導向。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“我越來越感覺，其實公司不需要什麼管理，或者說，不需要強調管理。管理者只需要做好兩件事就夠了。第一，明確文化和價值觀；第二，明確目標”，王濤說。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"瞭解王濤的人會發現，這其實就是他的“調調”。他一方面認定自己與“強勢”二字無關，另一方面又承認“CEO 一般都比較固執”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當與合夥人 Terry（李會軍）出現分歧時，王濤一般會爲彼此劃定一個邊界：“產品的事，一般 Terry 定，他比我專業多了；其他方面一般是我定。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"想了想，他又壞笑着補充道：“如果實在爭執不下，就聽我的，誰讓我是 CEO 呢！”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"王濤很喜歡亞馬遜掌門人 貝佐斯、投資家 查理 · 芒格以及步步高集團的董事長段永平。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“亞馬遜文化的核心就是‘以客戶爲中心’、‘長期主義’、‘Day One’；段永平推崇‘本分’，強調‘正確地做事’以及‘把事做正確’，堅持‘長期主義’；查理 · 芒格的思想跟這兩位也有很多相通的部分”，王濤對幾位商界傳奇的管理思想如數家珍。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在這麼多管理思想中，他最喜歡“長期主義”這四個字。可以說，“長期主義”，不但是這些成功企業家的核心經營理念，也貫徹了 Worktile 七年來的整個發展軌跡。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/be\/50\/be87e577027b506828bf5565ef54f950.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"“一切圍繞着長期主義”，來源：《貝佐斯致股東的一封信（1997）》"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但在口頭上，王濤自有另一番“矯情”的解釋：“我比較欣賞這幾位企業家，因爲跟我喜歡的那種範兒比較像：認知有高度，那樣子就像永遠是從高向低看的，嘴角可能還掛着一絲‘看破一切’的冷笑……”"}]}]}