{"id":8840,"date":"2023-08-29T09:27:26","date_gmt":"2023-08-29T07:27:26","guid":{"rendered":"https:\/\/wenet.pl\/blog\/?p=8840"},"modified":"2023-08-29T09:27:31","modified_gmt":"2023-08-29T07:27:31","slug":"jak-zrobic-benchmarking-w-marketingu","status":"publish","type":"post","link":"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/","title":{"rendered":"Jak zrobi\u0107 benchmarking w marketingu?"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"720\" data-src=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/Jak-zrobic-benchmarking-w-marketingu.jpg\" alt=\"Benchmarking co to jest\" class=\"wp-image-8841 colorbox-8840 lazyload\" data-srcset=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/Jak-zrobic-benchmarking-w-marketingu.jpg 1080w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/Jak-zrobic-benchmarking-w-marketingu-450x300.jpg 450w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/Jak-zrobic-benchmarking-w-marketingu-200x133.jpg 200w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/Jak-zrobic-benchmarking-w-marketingu-768x512.jpg 768w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/Jak-zrobic-benchmarking-w-marketingu-696x464.jpg 696w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/Jak-zrobic-benchmarking-w-marketingu-1068x712.jpg 1068w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/Jak-zrobic-benchmarking-w-marketingu-630x420.jpg 630w\" data-sizes=\"(max-width: 1080px) 100vw, 1080px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1080px; --smush-placeholder-aspect-ratio: 1080\/720;\" \/><\/figure>\n\n\n\n<p><strong>Kto mo\u017ce odnie\u015b\u0107 sukces w biznesie? Z pewno\u015bci\u0105 firmy, kt\u00f3re s\u0105 elastyczne, innowacyjne i przede wszystkim zdolne do adaptacji w dynamicznie zmieniaj\u0105cym si\u0119 otoczeniu rynkowym. W tym kontek\u015bcie r\u00f3\u017cne rodzaje benchmarkingu \u2013 procesu por\u00f3wnywania swoich osi\u0105gni\u0119\u0107 do dzia\u0142a\u0144 konkurencji i najlepszych praktyk \u2013 staje si\u0119 nieodzownym narz\u0119dziem w walce o pozycj\u0119 lidera w bran\u017cy. Przygotowali\u015bmy ten poradnik, aby pom\u00f3c Ci zrozumie\u0107, dlaczego strategia benchmarkingu jest wa\u017cnym narz\u0119dziem w marketingu oraz jak j\u0105 skutecznie wykorzysta\u0107. Przeczytaj i podnie\u015b jako\u015b\u0107 us\u0142ug oraz produkt\u00f3w Twojego przedsi\u0119biorstwa.\u00a0<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Metoda_pozyskiwania_kluczowych_informacji_czyli_co_to_jest_benchmarking\" >Metoda pozyskiwania kluczowych informacji, czyli co to jest benchmarking?&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Czy_warto_wykorzystac_benchmarking_w_e-marketingu_Zalety_stosowania_w_przedsiebiorstwie\" >Czy warto wykorzysta\u0107 benchmarking w e-marketingu? Zalety stosowania w przedsi\u0119biorstwie&nbsp;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Benchmarking_%E2%80%93_zalety_analizy_konkurencji_w_ocenie_wlasnej_firmy\" >Benchmarking \u2013 zalety analizy konkurencji w ocenie w\u0142asnej firmy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Cele_i_zalety_benchmarkingu_optymalizacja_strategii_firmy\" >Cele i zalety benchmarkingu: optymalizacja strategii firmy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Budowanie_przewagi_konkurencyjnej_%E2%80%93_jak_wykonac_benchmarking_w_e-marketingu\" >Budowanie przewagi konkurencyjnej \u2013 jak wykona\u0107 benchmarking w e-marketingu?&nbsp;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Wybor_wskaznikow_i_konkurentow_benchmarking_%E2%80%93_rodzaje\" >Wyb\u00f3r wska\u017anik\u00f3w i konkurent\u00f3w (benchmarking \u2013 rodzaje)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Zbieranie_danych_i_informacji\" >Zbieranie danych i informacji<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Analiza_dzialalnosci_firm_i_interpretacja_wynikow\" >Analiza dzia\u0142alno\u015bci firm i interpretacja wynik\u00f3w<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Rozpoznanie_najlepszych_praktyk_i_inspiracji\" >Rozpoznanie najlepszych praktyk i inspiracji<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Dostosowanie_dzialan_a_strategia_benchmarkingu\" >Dostosowanie dzia\u0142a\u0144 a strategia benchmarkingu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/wenet.pl\/blog\/jak-zrobic-benchmarking-w-marketingu\/#Monitorowanie_i_pomiar_postepow\" >Monitorowanie i pomiar post\u0119p\u00f3w<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Metoda_pozyskiwania_kluczowych_informacji_czyli_co_to_jest_benchmarking\"><\/span><strong>Metoda pozyskiwania kluczowych informacji, czyli co to jest benchmarking?&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Konkurencja na rynku jest niezwykle wysoka \u2013 to fakt. Nic wi\u0119c dziwnego, \u017ce rywalizacja mi\u0119dzy przedsi\u0119biorcami nieustannie si\u0119 zaostrza. W takich warunkach strategia biznesowa firmy musi by\u0107 nastawiona na doskonalenie jako\u015bci oferty, optymalizacj\u0119 proces\u00f3w oraz budowanie przewagi konkurencyjnej. A pom\u00f3c mo\u017ce w tym stosowanie bechmarkingu. Co to w\u0142a\u015bciwie jest i jak go wykorzysta\u0107 w marketingu? Przekonajmy si\u0119, analizuj\u0105c kolejno jego kluczowe aspekty.<\/p>\n\n\n\n<p>Zacznijmy wi\u0119c od tego, \u017ce benchmarking to proces, kt\u00f3rego podstaw\u0119 stanowi\u0105 analiza otoczenia oraz por\u00f3wnywanie wydajno\u015bci i sposob\u00f3w dzia\u0142ania najlepszych przedsi\u0119biorstw, kt\u00f3re odnosz\u0105 sukcesu na rynku, do w\u0142asnych proces\u00f3w i poczyna\u0144. Tego rodzaju badania marketingowe maj\u0105 na celu doskonalenie w\u0142asnych strategii oraz technik promocyjnych poprzez identyfikacj\u0119 i adaptacj\u0119 rozwi\u0105za\u0144 sprawdzaj\u0105cych si\u0119 u konkurencji.&nbsp;<\/p>\n\n\n\n<p>Nadal nie wiesz, na czym polega benchmarking i dlaczego jest wa\u017cny? Innymi s\u0142owy, <strong>w ca\u0142ym procesie chodzi o to, aby pozna\u0107 praktyki najlepszych firm, dzi\u0119ki czemu mo\u017cna osi\u0105gn\u0105\u0107 lepsze wyniki we w\u0142asnym biznesie<\/strong>. Tego rodzaju metoda pozyskiwania kluczowych informacji sprawia, \u017ce przedsi\u0119biorstwa maj\u0105 szans\u0119 na ci\u0105g\u0142e doskonalenie i rozw\u00f3j, co przek\u0142ada si\u0119 na sukces rynkowy oraz wi\u0119ksze zadowolenie klient\u00f3w.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-6598b816-249c-411d-abb1-65d7e306b7eb\"><span class=\"hs-cta-node hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\" id=\"hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-6598b816-249c-411d-abb1-65d7e306b7eb\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb.png\"  alt=\"Promuj swoj\u0105 firm\u0119\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '6598b816-249c-411d-abb1-65d7e306b7eb', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Czy_warto_wykorzystac_benchmarking_w_e-marketingu_Zalety_stosowania_w_przedsiebiorstwie\"><\/span><strong>Czy warto wykorzysta\u0107 benchmarking w e-marketingu? Zalety stosowania w przedsi\u0119biorstwie&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Rosn\u0105ca konkurencja i ci\u0105g\u0142e poszukiwania nowych rozwi\u0105za\u0144 powinny sk\u0142oni\u0107 Ci\u0119 do zastanowienia, czy benchmarking w marketingu stanowi efektywn\u0105 metod\u0119 analizy danych i oceny w\u0142asnych dzia\u0142a\u0144 oraz por\u00f3wnywania ich z liderami rynku. Jakie s\u0105 zalety stosowania w przedsi\u0119biorstwie tej strategii? Wyr\u00f3\u017cnili\u015bmy kilka najwa\u017cniejszych.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Benchmarking_%E2%80%93_zalety_analizy_konkurencji_w_ocenie_wlasnej_firmy\"><\/span><strong>Benchmarking \u2013 zalety analizy konkurencji w ocenie w\u0142asnej firmy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Wykorzystanie benchmarkingu w marketingu pozwala na ocen\u0119 pozycji firmy na tle konkurent\u00f3w oraz zidentyfikowanie czynnik\u00f3w wp\u0142ywaj\u0105cych na sukces w danej bran\u017cy. Dzi\u0119ki temu przedsi\u0119biorstwo mo\u017ce wprowadza\u0107 innowacje, kt\u00f3re odpowiadaj\u0105 na potrzeby rynku, a tak\u017ce dostosowywa\u0107 ofert\u0119 do zmieniaj\u0105cego si\u0119 otoczenia biznesowego.<\/p>\n\n\n\n<p>Poprzez zbieranie danych na temat w\u0142asnej strategii firmy oraz zastosowanie metod por\u00f3wnywania do analizy konkurencji, mo\u017cliwe jest wypracowanie w\u0142asnych, unikalnych dzia\u0142a\u0144 oraz rozwi\u0105za\u0144, kt\u00f3re pozwol\u0105 na lepsze zaspokojenie potrzeb klient\u00f3w. W efekcie firma mo\u017ce liczy\u0107 na zwi\u0119kszenie sprzeda\u017cy oraz budowanie przewagi konkurencyjnej.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cele_i_zalety_benchmarkingu_optymalizacja_strategii_firmy\"><\/span><strong>Cele i zalety benchmarkingu: optymalizacja strategii firmy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Proces systematycznego por\u00f3wnywania w\u0142asnych produkt\u00f3w, us\u0142ug, proces\u00f3w czy dzia\u0142a\u0144 marketingowych do lider\u00f3w rynku wydaje si\u0119 odpowiedzi\u0105 na potrzeby przedsi\u0119biorstw poszukuj\u0105cych skutecznych rozwi\u0105za\u0144 na drodze do sukcesu. <strong>Przeprowadzaj\u0105c benchmarking w <span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-c81a1639-aef0-4f69-ab4d-4e9d89a8e03d\"><span class=\"hs-cta-node hs-cta-c81a1639-aef0-4f69-ab4d-4e9d89a8e03d\" id=\"hs-cta-c81a1639-aef0-4f69-ab4d-4e9d89a8e03d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/c81a1639-aef0-4f69-ab4d-4e9d89a8e03d\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-c81a1639-aef0-4f69-ab4d-4e9d89a8e03d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/c81a1639-aef0-4f69-ab4d-4e9d89a8e03d.png\" alt=\"marketingu\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'c81a1639-aef0-4f69-ab4d-4e9d89a8e03d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>, mo\u017cna zidentyfikowa\u0107 obszary do poprawy<\/strong>, ustali\u0107 kierunki rozwoju oraz doskonalenia jako\u015bci i efektywno\u015bci strategii. Po zastosowaniu takiego podej\u015bcia mo\u017cliwe jest osi\u0105gni\u0119cie trwa\u0142ej przewagi konkurencyjnej na rynku.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-81ecea7f-bbdd-429e-a7f6-087d54e2346d\"><span class=\"hs-cta-node hs-cta-81ecea7f-bbdd-429e-a7f6-087d54e2346d\" id=\"hs-cta-81ecea7f-bbdd-429e-a7f6-087d54e2346d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/81ecea7f-bbdd-429e-a7f6-087d54e2346d\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-81ecea7f-bbdd-429e-a7f6-087d54e2346d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/81ecea7f-bbdd-429e-a7f6-087d54e2346d.png\"  alt=\"marketing_lokalny_v2\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '81ecea7f-bbdd-429e-a7f6-087d54e2346d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Budowanie_przewagi_konkurencyjnej_%E2%80%93_jak_wykonac_benchmarking_w_e-marketingu\"><\/span><strong>Budowanie przewagi konkurencyjnej \u2013 jak wykona\u0107 benchmarking w e-marketingu?&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Stosowanie benchmarkingu powinno by\u0107 postrzegane jako cz\u0119\u015b\u0107 d\u0142ugofalowej strategii firmy, maj\u0105cej na celu ci\u0105g\u0142e doskonalenie i optymalizacj\u0119 dzia\u0142a\u0144 marketingowych. Wprowadzanie tego procesu wymaga zaanga\u017cowania zespo\u0142u oraz zdolno\u015bci do przyswajania nowych informacji, technologii i rozwi\u0105za\u0144. W efekcie mo\u017cliwe jest skuteczne wykorzystanie potencja\u0142u rynku oraz dotarcie do potencjalnych klient\u00f3w. Jak przeprowadzi\u0107 analiz\u0119 konkurencji i zidentyfikowa\u0107 najlepsze praktyki firmy? Poznaj kilka koniecznych krok\u00f3w.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Wybor_wskaznikow_i_konkurentow_benchmarking_%E2%80%93_rodzaje\"><\/span><strong>Wyb\u00f3r wska\u017anik\u00f3w i konkurent\u00f3w (benchmarking \u2013 rodzaje)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Wiesz ju\u017c, \u017ce warto przeprowadzi\u0107 analiz\u0119 najlepszych rozwi\u0105za\u0144. Podstaw\u0105 ca\u0142ego procesu jest wyb\u00f3r odpowiednich wska\u017anik\u00f3w. Musisz przy tym wiedzie\u0107, \u017ce wyr\u00f3\u017cnia si\u0119 r\u00f3\u017cne rodzaje benchmarkingu, kt\u00f3re pozwalaj\u0105 na dog\u0142\u0119bne por\u00f3wnanie praktyk stosowanych przez r\u00f3\u017cne firmy oraz bran\u017ce. W tym artykule skupimy si\u0119 na najbardziej popularnych.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Benchmarking konkurencyjny<\/strong><\/h4>\n\n\n\n<p>Polega on na por\u00f3wnaniu praktyk marketingowych oraz dzia\u0142a\u0144 rynkowych rywali. Analiza konkurencji pozwala pozna\u0107 strategie reklamowe innych firm, a nast\u0119pnie okre\u015bli\u0107, co mo\u017cna zastosowa\u0107 w swojej dzia\u0142alno\u015bci.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Benchmarking funkcjonalny<\/strong><\/h4>\n\n\n\n<p>Zastanawia Ci\u0119, czym jest benchmarking funkcjonalny? Ot\u00f3\u017c dotyczy on analizowania praktyk reklamowych firm o zbli\u017conej strukturze organizacyjnej lub dzia\u0142aj\u0105cych w podobnej bran\u017cy. Skupia si\u0119 wi\u0119c on na por\u00f3wnywaniu konkretnych funkcji marketingowych, takich jak promocja czy badanie rynku.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Benchmarking wewn\u0119trzny<\/strong><\/h4>\n\n\n\n<p>Opisane wy\u017cej rodzaje to przyk\u0142ady benchmarkingu zewn\u0119trznego. Wewn\u0119trzny natomiast odnosi si\u0119 do por\u00f3wnywania praktyk wykonywanych w samej organizacji, mi\u0119dzy r\u00f3\u017cnymi dzia\u0142ami lub jednostkami biznesowymi. Celem jest identyfikacja luk, kt\u00f3re mog\u0105 zosta\u0107 wype\u0142nione i wprowadzenie poprawek podnosz\u0105cych og\u00f3ln\u0105 wydajno\u015b\u0107.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Pozosta\u0142e rodzaje benchmarkingu&nbsp;<\/strong><\/h4>\n\n\n\n<p>Wiesz ju\u017c, czym w\u0142a\u015bciwie jest benchmarking funkcjonalny, zewn\u0119trzny, wewn\u0119trzny czy konkurencyjny. Mo\u017cesz skorzysta\u0107 jednak r\u00f3wnie\u017c z innych wariant\u00f3w takich jak:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>benchmarking przedmiotowy i produktowy,&nbsp;<\/li>\n\n\n\n<li>benchmarking horyzontalny (og\u00f3lny),<\/li>\n\n\n\n<li>benchmarking strategiczny oraz procesowy.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>To, na jakich aspektach dzia\u0142alno\u015bci si\u0119 skupisz, zale\u017cy od Twoich cel\u00f3w biznesowych oraz specyfiki bran\u017cy, w kt\u00f3rej dzia\u0142asz. Warto jednak pami\u0119ta\u0107 o tym, \u017ce im bardziej kompleksowy obraz uzyskasz, tym lepsze wnioski mo\u017cesz wyci\u0105gn\u0105\u0107.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zbieranie_danych_i_informacji\"><\/span><strong>Zbieranie danych i informacji<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Posiadaj\u0105c ju\u017c sprecyzowane wska\u017aniki oraz konkurent\u00f3w do analizy, nale\u017cy przyst\u0105pi\u0107 do zbierania danych. Firmy stosuj\u0105ce benchmarking wiedz\u0105, \u017ce kluczem do sukcesu w tym przypadku jest korzystanie z r\u00f3\u017cnych \u017ar\u00f3de\u0142 \u2013 im wi\u0119cej informacji uda si\u0119 zgromadzi\u0107, tym bardziej wiarygodne b\u0119d\u0105 wnioski. Przyk\u0142adami warto\u015bciowych materia\u0142\u00f3w do analizy por\u00f3wnawczej mog\u0105 by\u0107 raporty finansowe firm konkurencyjnych, statystyki rynkowe oraz wyniki kampanii marketingowych.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Analiza_dzialalnosci_firm_i_interpretacja_wynikow\"><\/span><strong>Analiza dzia\u0142alno\u015bci firm i interpretacja wynik\u00f3w<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Maj\u0105c zgromadzone informacje, nale\u017cy je dok\u0142adnie przeanalizowa\u0107 i por\u00f3wna\u0107 ze swoimi wynikami. Rozpocz\u0119cie analizy benchmarkingu wymaga rozpoznania r\u00f3\u017cnic i podobie\u0144stw, jak r\u00f3wnie\u017c wskazania obszar\u00f3w, w kt\u00f3rych firma mo\u017ce si\u0119 jeszcze poprawi\u0107. Wyodr\u0119bnienie mocnych i s\u0142abych stron pozwoli na lepsze zrozumienie swojej pozycji rynkowej oraz okre\u015blenie dzia\u0142a\u0144, kt\u00f3re nale\u017cy podj\u0105\u0107 w celu polepszenia sytuacji.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Rozpoznanie_najlepszych_praktyk_i_inspiracji\"><\/span><strong>Rozpoznanie najlepszych praktyk i inspiracji<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Benchmarking wynik\u00f3w pozwoli Ci wskaza\u0107 najlepsze praktyki stosowane przez konkurent\u00f3w, kt\u00f3re przynosz\u0105 im sukces. To \u015bwietny moment, aby przeanalizowa\u0107 te dzia\u0142ania i wykorzysta\u0107 je jako inspiracj\u0119 do ulepszenia swojej <span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-a1bcb75a-1f20-4d6c-ad73-126dc4c825ef\"><span class=\"hs-cta-node hs-cta-a1bcb75a-1f20-4d6c-ad73-126dc4c825ef\" id=\"hs-cta-a1bcb75a-1f20-4d6c-ad73-126dc4c825ef\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/a1bcb75a-1f20-4d6c-ad73-126dc4c825ef\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-a1bcb75a-1f20-4d6c-ad73-126dc4c825ef\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/a1bcb75a-1f20-4d6c-ad73-126dc4c825ef.png\" alt=\"strategii marketingowej\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'a1bcb75a-1f20-4d6c-ad73-126dc4c825ef', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>. Pami\u0119taj jednak, \u017ce celem benchmarkingu nie jest kopiowanie rozwi\u0105za\u0144 konkurencji, ale stworzenie w\u0142asnych, unikalnych narz\u0119dzi, kt\u00f3re b\u0119d\u0105 pasowa\u0107 do Twojej marki.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dostosowanie_dzialan_a_strategia_benchmarkingu\"><\/span><strong>Dostosowanie dzia\u0142a\u0144 a strategia benchmarkingu<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Jak wynika z naszych do\u015bwiadcze\u0144, benchmarking w marketingu wymaga dostosowania strategii marketingowej do wniosk\u00f3w i inspiracji p\u0142yn\u0105cych z przeprowadzonej analizy. Wprowadzaj\u0105c zmiany w swoich dzia\u0142aniach marketingowych, pami\u0119taj o tym, \u017ce celem tych zmian powinno by\u0107 zwi\u0119kszenie efektywno\u015bci mo\u017cliwie bez naruszania unikalno\u015bci Twojej marki.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Monitorowanie_i_pomiar_postepow\"><\/span><strong>Monitorowanie i pomiar post\u0119p\u00f3w<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Wiesz ju\u017c, \u017ce warto wykorzysta\u0107 benchmarking, ale pami\u0119taj, \u017ce jest to proces ci\u0105g\u0142y. Dlatego samo dostosowanie strategii nie wystarczy. Musisz jeszcze regularnie monitorowa\u0107 post\u0119py. W tym celu warto przeprowadzi\u0107 analiz\u0119 por\u00f3wnawcz\u0105 z poprzednimi rezultatami czy osi\u0105gami rynkowej konkurencji. To pomo\u017ce w zrozumieniu, czy wprowadzone zmiany przynosz\u0105 oczekiwane efekty oraz czy dalsze poprawki s\u0105 potrzebne.<strong>Znaj\u0105c cele i zalety benchmarkingu w marketingu, wiesz, \u017ce jest to nieocenione narz\u0119dzie dla ka\u017cdej firmy<\/strong>, kt\u00f3ra chce si\u0119 rozwija\u0107 i podnosi\u0107 swoj\u0105 konkurencyjno\u015b\u0107 w bran\u017cy. Pozwala na systematyczne por\u00f3wnywanie swoich dzia\u0142a\u0144 z konkurencj\u0105 oraz na opracowywanie nowych strategii i rozwi\u0105za\u0144, kt\u00f3re b\u0119d\u0105 pasowa\u0107 do Twojej marki. Je\u015bli chcesz si\u0119 rozwija\u0107, to zaufaj doradcom internetowym <span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-cc447235-386f-4130-b372-345bc307c36b\"><span class=\"hs-cta-node hs-cta-cc447235-386f-4130-b372-345bc307c36b\" id=\"hs-cta-cc447235-386f-4130-b372-345bc307c36b\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/cc447235-386f-4130-b372-345bc307c36b\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-cc447235-386f-4130-b372-345bc307c36b\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/cc447235-386f-4130-b372-345bc307c36b.png\" alt=\"WeNet\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'cc447235-386f-4130-b372-345bc307c36b', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>. Specjali\u015bci oferuj\u0105 sprawdzone rozwi\u0105zania, dzi\u0119ki kt\u00f3rym mo\u017cesz dotrze\u0107 do klient\u00f3w skuteczniej ni\u017c rynkowi rywale.&nbsp;<\/p><div class=\"esoxy69f2cc7f45d23\" ><!-- Komunikacja z klientem -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><span class=\"hs-cta-node hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" id=\"hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8265bd58-ea47-4c6a-9f25-dd290dd6f8c8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.esoxy69f2cc7f45d23 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.esoxy69f2cc7f45d23 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.esoxy69f2cc7f45d23 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.esoxy69f2cc7f45d23 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.esoxy69f2cc7f45d23 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"rjift69f2cc7f45c9b\" ><!-- Email Marketing -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><span class=\"hs-cta-node hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" id=\"hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '08eb5d7e-b5b4-457b-9ce5-ceff89d6b956', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.rjift69f2cc7f45c9b {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.rjift69f2cc7f45c9b {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.rjift69f2cc7f45c9b {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.rjift69f2cc7f45c9b {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.rjift69f2cc7f45c9b {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"giiwa69f2cc7f45c12\" ><!-- Zarz\u0105dzanie firm\u0105 -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><span class=\"hs-cta-node hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" id=\"hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d.png\"  alt=\"e-book Dlaczego Twoja firma powinna by\u0107 obecna w Internecie\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.giiwa69f2cc7f45c12 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.giiwa69f2cc7f45c12 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.giiwa69f2cc7f45c12 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.giiwa69f2cc7f45c12 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.giiwa69f2cc7f45c12 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"fhwys69f2cc7f45b8d\" ><!-- Video -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><span class=\"hs-cta-node hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\" id=\"hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-d5317067-b35b-4752-8a1e-3ef0d70566f6\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6.png\"  alt=\"e-book 18 wskaz\u00f3wek, kt\u00f3re rozwin\u0105 Tw\u00f3j kana\u0142 na YouTube\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'd5317067-b35b-4752-8a1e-3ef0d70566f6', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.fhwys69f2cc7f45b8d {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.fhwys69f2cc7f45b8d {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.fhwys69f2cc7f45b8d {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.fhwys69f2cc7f45b8d {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.fhwys69f2cc7f45b8d {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"owsss69f2cc7f45b02\" ><!-- Tworzenie stron -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><span class=\"hs-cta-node hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" id=\"hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.owsss69f2cc7f45b02 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.owsss69f2cc7f45b02 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.owsss69f2cc7f45b02 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.owsss69f2cc7f45b02 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.owsss69f2cc7f45b02 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"oogcm69f2cc7f45a80\" ><!-- Strategia marketingowa -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><span class=\"hs-cta-node hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" id=\"hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-8840 lazyload\" id=\"hs-cta-img-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '9d4aa58d-1ab7-4301-b000-ac3d639abc98', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 78.5px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 17.6px;\">\n            3\/5 - (2 ocena)    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Kto mo\u017ce odnie\u015b\u0107 sukces w biznesie? Z pewno\u015bci\u0105 firmy, kt\u00f3re s\u0105 elastyczne, innowacyjne i przede wszystkim zdolne do adaptacji w dynamicznie zmieniaj\u0105cym si\u0119 otoczeniu rynkowym. W tym kontek\u015bcie r\u00f3\u017cne rodzaje benchmarkingu \u2013 procesu por\u00f3wnywania swoich osi\u0105gni\u0119\u0107 do dzia\u0142a\u0144 konkurencji i najlepszych praktyk \u2013 staje si\u0119 nieodzownym narz\u0119dziem w walce o pozycj\u0119 lidera w bran\u017cy. Przygotowali\u015bmy [&hellip;]<\/p>\n","protected":false},"author":101035,"featured_media":8841,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[362],"tags":[616,350,54,245,177,99,410],"class_list":{"0":"post-8840","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-strategia-marketingowa","8":"tag-benchmarking","9":"tag-ciekawostka","10":"tag-ciekawostki-2","11":"tag-marketing","12":"tag-marketing-w-sieci","14":"tag-strategia-marketingowa"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Benchmarking a marketing \u2013 czym jest i jak go wdro\u017cy\u0107 w firmie? - WeNet<\/title>\n<meta name=\"description\" content=\"Chcesz wyprzedzi\u0107 konkurencj\u0119 w bran\u017cy? 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