Worktile 王涛的经营之道：7 年牵引式破局 ｜ TGO 科技领袖三十人

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"「TGO 科技领袖三十人」是 2021 年 TGO 全新启动的内容栏目，全年专访三十位科技领袖，讲述他们推动科技产业向前发展的探索经验与实践故事。我们力图将“创新技术推动世界进步”这一客观进程具象化，望见这一进程的关键节点。"}]},{"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":"本期嘉宾：王涛，Worktile CEO、连续 3 届获得微软MVP、微软 TechED 客座讲师、畅销技术书籍《你必须知道的 .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":"寻求报道：[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":" 又换办公室了。"}]},{"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":"像在命理中被写好了似的，Worktile 差不多每三年就会换一次办公室，同时也会进入一个新的发展阶段。“很准的”，CEO 王涛说。"}]},{"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 只有个人版，没有盈利；2016 - 2018，Worktile 完成了商业化转型，开始盈利；2019 - 至今，Worktile 重点孵化 PingCode，深入研发管理场景。"}]},{"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":"对于王涛来说，这一个个“三年”，不仅是个孤立于数字范畴的模糊概念，还是个横跨时间与空间纬度的“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 的新办公室设计图"}]},{"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":"打从 2000 年前后，搜狐、新浪先后赴纳斯达克上市，北京就成了中国互联网创业的一座地标，也成为了一个圈住众多合伙人的围城，或者叫做一个局。在这个局里，有曾在中关村“练摊儿”的刘强东，也有从软件园默然退租的无名之辈。像前者一般的“幸运儿”，最近二十年才出现了不到十位；像后者一般的“失意人”，每年都可能出现上百位。"}]},{"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":"这个局，赢家实在太少。"}]},{"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，王涛被媳妇从西安“忽悠”到北京。真正入局互联网创业则是在 2013 年 —— 那一年，他创立了 Worktile。之后的事儿，似乎和其他 CEO 也并无太多不同，就是组建团队、找投资人拿钱、设计企业的盈利模式、调整企业发展战略，然后马不停蹄地一路猛跑。在王涛的词典里，没有“忙不忙”这个概念，通常在孩子睡着后，还要爬起来再工作一段时间。"}]},{"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":"人们热爱那些传奇的商业故事，希望用一种强势的、充满速度感的句式来概括企业经营的核心，比如，“别跟 xxx 公司谈管理”、“xxx 公司没有未来”等。但在王涛看来，企业的生存更像一场漫长的牵引式破局。"}]},{"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":"这使他的经营之道显得有些“平淡”，但被时间证明有效。"}]},{"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":"创立七年后，在 2020 年 7 月，Worktile 完成了 B+ 轮融资。考虑到未来的市场空间和自身的“造血”能力，公司基本算是稳稳地活了下来。这座四方的紫禁城，好像已经困不住王涛了，他就是那个即将赢到最后的“幸运儿”。"}]},{"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":"但他却用了一分钟的时间，在办公室的玻璃白板上画了张图，声明自己仍在局里。"}]},{"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":"靠着一只干枯的白板笔，王涛“画”了个比较“费眼神儿”的局 "}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"画“局”：一场暂无领先者的赛跑"}]},{"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":"这张图元素不多，一支几近干枯的白板笔足以完成。图中,“SaaS” 是个核心关键词，也是 Worktile 创业以来长期锚定的赛道。"}]},{"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，疫情迫使许多企业在 5 个月内，做出了过去 5 年都没想好的决定：立刻、马上推进数字化转型，而 SaaS 恰好是数字化转型最重要的载体之一。"}]},{"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":"风口一旦到来，余下的问题只关乎决策。SaaS 能在多个不同领域造就成功的公司，但要扎根何处，更多取决于企业创始人和团队的调性如何，不是“拍脑门”就能决定的。"}]},{"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":"关于这个问题，王涛也相当谨慎，他独自推演了多次，也曾花上几个小时为来访的客人讲解，因此熟练地在白板上开始勾画：一切经营决策都要回归行业的核心本质。对于 SaaS 来说，其核心无疑是续约。如果客户流失率（customer churn）和金额流失率（revenue churn）足够低，当业务扩展至一定程度后，SaaS 就会成为“复利生意”，自发向下滚动。而 SaaS 服务之所以能实现高续约率，有两个因素相当关键："}]},{"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":"一个是“产品能解决用户痛点”；另一个是“客户规模足够庞大”。"}]},{"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":"技术创业者习惯于从自己身上找问题，关注用户痛点，忽视客户规模。曾有多家商会、财经媒体发布过对中国企业平均寿命的估算，答案并不一致，但大部分集中在 2.5 - 2.9 年，企业总数则在 4000 万家左右。"}]},{"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":"如果以上数据准确，则意味着，客户企业可能会在创立的第一年、第二年采购了你的 SaaS 服务，但到了第三年，很可能就倒闭了。也就是说，在用户定位不对的情况下，无论产品多么出众，SaaS 都不会成为理想中的复利生意。用王涛的话说，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":"但在中国做 "},{"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":" 生意的人并不都是傻子。因为在这上千万家企业里，至少有一部分企业的规模属于中型或中型以上，企业寿命往往超过 5 年，对于这部分客户群来说，SaaS 业务的盈利模式是成立的。所以，从统计学的角度看，“复利型” SaaS 业务的真正客群往往不是小微型企业，而是人数在百人以上的中型或中大型企业。"}]},{"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":"面对中大型客户的项目协作需求，其实 Worktile 也干得不错，在工业领域“和客户共创”，可以说是风生水起。但王涛是个爱折腾的主儿，总想再找到一条与市场匹配度更高的“第二增长曲线”，同时能拥抱自身“50% 以上客户为技术企业”的业务特点。于是思来想去，在 2020 年 9 月发布了 PingCode 。这个“局”，至此才逐渐清晰起来。"}]},{"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 产品矩阵"}]},{"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 的产品矩阵包括 Agile（敏捷开发）、Wiki（知识库）、Testhub（测试管理）、Plan（项目集），显然关注的是全链条的研发管理，属于四大 SaaS 服务核心覆盖区域之一，另外三个分别是："}]},{"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":"销售：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":"财务：财务 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":"在国内市场，CRM 、HR SaaS、财务 SaaS 都存在相对比较明确的市场格局，典型的企业有纷享逍客、销售易、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":"唯独在研发管理领域，优秀的产品很多，但格局并不明朗。王涛形容道：“谁都没有领先半个身位”。接着，他拿笔将“研发管理”这四个字一圈，下了定论：“这儿，就是我们想做的事情。”"}]},{"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":"基于对 SaaS 生意本质、规模和场景的理解，王涛直接搞了个大动作，宣布 PingCode 对 25 人以下研发团队免费。这是一个信号：对于整个研发管理 SaaS 市场来说，“拼刺刀”的时刻才刚刚开始，虽然相关融资、并购的新闻不断，但官子阶段，任何玩家都很难主动离席。"}]},{"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，发布仅两个月的 PingCode ，宣布对 25 人以下研发团队免费"}]},{"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":"聊起这些，王涛显得有点兴奋。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"入“局”： JIRA 为何经久不衰？"}]},{"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":"不过，相比于王涛个人，许多 SaaS 创业者仍旧过得比较苦闷。从大环境上看，中国 SaaS 行业长期不赚钱，实在是有点“营养不良”。"}]},{"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":"恒业资本董事总经理江一曾说：“我们注意到现在 50% 的 SaaS 产品在推向市场后，（被）证明是完全跑偏的。只有不到 10% 的 SaaS 产品能够实现盈亏平衡。仅有 3%，甚至 2% 、1% 的产品能够对应企业客户，产生效果化的重大影响”。"}]},{"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":"王涛认为，中国 SaaS 能不能赚钱，取决于产品到底能不能解决问题，“回到根儿上是这个原因”。"}]},{"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":"如同许多创业者一样，王涛也会“向外看”、“向内看”，“向外看”通常指的是看竞争对手；“向内看”一般指的是观察产品自身。"}]},{"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":"相对来说，“向外看”的目标比较明确。比如，对于许多中国科技企业来说，最熟悉的研发管理工具可能是来自南半球澳大利亚的一个组合，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":" 是一款项目与事务跟踪工具，已面世近 20 年；Confluence 则是一款企业级 Wiki ，常常搭配 JIRA 来使用。"}]},{"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":"实际上，这套组合的问题也很大，它们源自海外，一则难以做好本土化适配；二则在国内没有售后支持；三则因为很多产品设计方面的历史原因，导致其上手较为复杂。"}]},{"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":"但这一切并没有影响国内科技企业的购买热情，如果不是 Atlassian 打算停售 JIRA 和 Confluence 的 Server 版，将其全部迁移上云，恐怕二者还会继续成为许多企业进行研发管理的首要选择。"}]},{"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":"为何在这个用户体验为王的时代，显得有些特立独行的 JIRA，偏偏能牢牢抓住国内大小技术团队的心呢？"}]},{"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 更能解决实际问题。至少单就插件系统来说，JIRA 的优势非常明显，GitHub、Issue Checklist …… 3000 + 的插件数量足以满足大部分技术团队的需求。"}]},{"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 可选的部分插件"}]},{"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 似乎也是因为同样的原因横行世界。Salesforce 专业版的定价是每人每月 75$，"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"由此推算，一个百人团队一年的开销是 90,000$，约合人民币 58 万元。"},{"type":"text","text":"而国内同类产品的价格可能在 10 - 20万之间，价格相差近 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":"但据 2018 年的统计显示，Salesforce 的市场份额高达 19.5%，已经连续五年排名市场第一。王涛将原因总结为："}]},{"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":"“在用过那么多 CRM 软件后，发现还是 Salesforce 能解决问题。”"}]},{"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 的价格远高于国内主流 CRM 系统"}]},{"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":"由此出发，王涛给 PingCode 的定调也非常简单：要能切实解决用户问题。“当然，UI 也很重要”，他还不忘补充道。"}]},{"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":"当然，“向外看”也容易受到蒙蔽：每家企业在做产品迭代时，都会受到某些“历史原因”的干扰，当前状态往往是 “Trade-Off” 的结果，外人其实看不太懂，一般也“抄”不大对。"}]},{"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，在王涛看来，“向内看”更加重要，要关注产品究竟如何满足用户需求。做产品是个技术活，什么需求都接，产品就会变得臃肿；什么需求都不接，产品就会乏善可陈。有时很难界定清楚。"}]},{"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":"作为一个“非霸道总裁”式 CEO，王涛惯于采用“牵引”的手段对产品施加影响，而非强势介入团队工作。"}]},{"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，王涛十分关注“流失用户”，于是在 Worktile ，存在着一份按月更新的《试用不成功报告》—— 产品团队会关注所有在产品体验初期就流失掉的用户，对其试用情况做深度沟通和调查，并将过程和结论记录在内。"}]},{"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":"关于这份报告，让王涛印象最深刻的例子发生在几年前。当时，产品团队希望新客户在注册使用 Worktile 后，可以尽快创建一个工作任务，以便深入地体验产品。但在实际使用中，大家却发现这一环节的数据始终不尽如人意。"}]},{"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":"在沟通中，客户表示，创建任务需要填写的表单太多了。产品团队一听，只觉恍然大悟：问题源自对“老用户”和“新用户”概念的混淆。对于老用户来说，表单越丰富越好，一次完成效率最高；对于新用户而言，入门越简单越好，否则令人望而却步。"}]},{"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 端生意不同于 C 端，产品对“短板”的恐惧常常大于对“长板”的渴望。对于王涛而言，这份《试用不成功报告》记录的内容多为小调整、小迭代，很少出现“惊天地泣鬼神”的用户吐槽，但这正是理想状态之一。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"解“局”：自顶向下的销售战略"}]},{"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":"再丰盛的食物，想吃进肚子，也得牙口够好。就像再好的 SaaS 产品，没有销售业绩也只能孤芳自赏。"}]},{"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":"销售人员是企业的“牙齿”，但在大部分技术创业者看来，销售是表面上由数据和 KPI 驱动，实际上看天吃饭的职业 —— 运气好了来个大客户，运气不好就只能跟小客户死磕。"}]},{"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":"创业七年来，王涛逐渐体悟到这种思维的问题所在：销售成绩如何，非但不看“天气”，反倒与相应的销售战略密切相关。如果按步骤解读，则大致如下："}]},{"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":"确定目标区域客户数量：无论用何种方法，必须得到关于目标区域客户数量的明确数字（比如，通过某种调查，得知上海现有一万家潜在客户）；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":2,"align":null,"origin":null},"content":[{"type":"text","text":"目标区域客户情况分析：将潜在客户按百分比分层统计，包括大型客户占比、中型客户占比、小型客户占比，以及正在使用竞品的客户占比等；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":3,"align":null,"origin":null},"content":[{"type":"text","text":"判断销售的进攻方向：主要需判断是否对被竞品控制的客户群发起进攻；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":4,"align":null,"origin":null},"content":[{"type":"text","text":"判断市场的进入方式：思考用直销的方式进入市场好，还是用集成商合作的方式进入市场好。如果是后者，尝试计算可选集成商的大致数量；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":5,"align":null,"origin":null},"content":[{"type":"text","text":"进行目标拆解：如果选择与集成商合作，便将任务进行拆解，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":"“这么做下来，销售的目标就不再是生硬的销售额”，王涛说道，“从前的销售额大多只是个数字，没有任何的支撑点。”"}]},{"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":"从无到有，他对团队销售战略的迭代过程心里有数，“一开始肯定做得不会太好”。从动态视角来看，团队在具体执行时，一定还会碰见许多问题，但大概率会把纳入一套数学逻辑：根据某区域商务线索的年度增长趋势计算转化率，根据每层转化率思考如何提升业绩。"}]},{"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":"对于 Worktile 销售团队来说，这样的数学题正在成为年度战略会议的“必考题”。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"破“局”：牵引式管理"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"谈起年度战略会议，王涛开心地笑了起来：“以前的年度战略目标，基本就是我和 Terry ‘拍大腿’确定的。今年我要求所有部门总监先向我汇报，主动思考一下如何帮公司‘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":"对于许多中国企业家来说，自顶向下制定“打法”很正常，自下而上制定“打法”则有点另类。不得不说，这样的做法也很耗费时间，从开始筹备到所有部门确定规划，几乎要耗费一个季度的时间。"}]},{"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":"但这同样是一种“牵引”。在整场访谈中，王涛反复提及“牵引”一词，显然对此情有独钟。可能正是“牵引式”的管理，让团队逐渐成为王涛心中期望的样子。这种管理模式不但体现在组织模式上，也体现在组织文化上。对于所有经历了 2020 疫情考验的 CEO 来说，一个切身体会是：对于企业而言，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 都会举办周年庆。在 Q4 的很多时间里，王涛的手里时常会把玩着一个橡皮手环。手环外表面，均匀分布着白色定制字样：“Worktile 7th”、“聚焦”、“简单而认真”。"}]},{"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 七周年；“聚焦”是公司在 2021 年度战略主题；“简单而认真”则是 Worktile 的企业价值观。事实上，这个手环正是王涛为 Worktile 周年庆准备的周边之一，每个员工都会拿到。"}]},{"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 周年庆手环"}]},{"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 ，周年庆可不是个小事，如果用一个关键词来形容，应该叫做“仪式感十足”。"}]},{"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，公司的研发发版要在会议室准备点可乐、炸鸡；新员工转正述职，也要举办简单的庆祝仪式；作为一个技术驱动型公司，Worktile 还会定期举办内部技术会议，鼓励员工成为讲师，登台做技术分享。"}]},{"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仪式来成就的，”王涛解释道，“如果你去到一个寺庙，多半会想上柱香、拜一拜，如果知道点心经，可能还要在心里默念一下。虽然你不是信徒，但你依然会保持敬畏，这就是仪式的力量。”"}]},{"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 的内部技术分享会"}]},{"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":"这听起来有些像洗脑，但王涛觉得，与其说是洗脑，不如说是筛选。那些文化属性很强的公司，往往会让与之合拍的员工，体验到极强的归宿感；不喜欢的人则感到完全无法融入。无论阿里还是华为，大体都是如此。"}]},{"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":"告诉新员工“我们是谁”，引导他们参与各类仪式，这是一种牵引；主动拒绝那些文化价值观不匹配的员工，则是一种筛选，保证留在公司里的，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 前进的最大倚仗既不是行业布局的前瞻性，也不是某种销售体系的优越性，而在于其文化和管理策略，可以长期给予了团队正确的导向。"}]},{"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":"“我越来越感觉，其实公司不需要什么管理，或者说，不需要强调管理。管理者只需要做好两件事就够了。第一，明确文化和价值观；第二，明确目标”，王涛说。"}]},{"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":"了解王涛的人会发现，这其实就是他的“调调”。他一方面认定自己与“强势”二字无关，另一方面又承认“CEO 一般都比较固执”。"}]},{"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":"当与合伙人 Terry（李会军）出现分歧时，王涛一般会为彼此划定一个边界：“产品的事，一般 Terry 定，他比我专业多了；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，他又坏笑着补充道：“如果实在争执不下，就听我的，谁让我是 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":"王涛很喜欢亚马逊掌门人 贝佐斯、投资家 查理 · 芒格以及步步高集团的董事长段永平。"}]},{"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":"“亚马逊文化的核心就是‘以客户为中心’、‘长期主义’、‘Day One’；段永平推崇‘本分’，强调‘正确地做事’以及‘把事做正确’，坚持‘长期主义’；查理 · 芒格的思想跟这两位也有很多相通的部分”，王涛对几位商界传奇的管理思想如数家珍。"}]},{"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":"在这么多管理思想中，他最喜欢“长期主义”这四个字。可以说，“长期主义”，不但是这些成功企业家的核心经营理念，也贯彻了 Worktile 七年来的整个发展轨迹。"}]},{"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":"“一切围绕着长期主义”，来源：《贝佐斯致股东的一封信（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":"但在口头上，王涛自有另一番“矫情”的解释：“我比较欣赏这几位企业家，因为跟我喜欢的那种范儿比较像：认知有高度，那样子就像永远是从高向低看的，嘴角可能还挂着一丝‘看破一切’的冷笑……”"}]}]}