{"id":21523,"date":"2016-07-07T00:00:22","date_gmt":"2016-07-06T22:00:22","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=21523&#038;preview_id=21523"},"modified":"2023-05-04T11:52:24","modified_gmt":"2023-05-04T09:52:24","slug":"marketing-equipe","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/07\/07\/marketing-equipe\/","title":{"rendered":"Le marketing c&rsquo;est comme le football, \u00e7a se joue en \u00e9quipe"},"content":{"rendered":"<p><em>Je viens de publier un nouvel article sur le blog de notre client Sparklane (<a href=\"https:\/\/www.sparklane-group.com\/fr\/blog\/l-euro-2016-marketing\/\" target=\"_blank\" rel=\"noopener\">L\u2019Euro 2016 du marketing | Sparklane<\/a>), au moment o\u00f9 nous nous pr\u00e9parons mentalement pour le match de ce soir entre l\u2019\u00e9quipe de France et l\u2019\u00e9quipe d\u2019Allemagne (en tremblant un peu \u00e0 l\u2019id\u00e9e que nous n\u2019avons battu cette \u00e9quipe depuis 1958 !). Cette fois-ci, il s\u2019agit d\u2019un exercice de style, o\u00f9 je me suis livr\u00e9 \u00e0 <strong>une comparaison entre le marketing et le football<\/strong>. J\u2019aurais pu prendre n\u2019importe quel sport collectif d\u2019ailleurs, la comparaison aurait tr\u00e8s bien fonctionn\u00e9 avec le <a href=\"https:\/\/visionarymarketing.com\/fr\/2011\/08\/bouge-tes-crampons\/\">rugby<\/a> \u00e9galement. Mais les circonstances obligent. Dans ce billet, je reprends chacun des postes du football et je les\u00a0compare \u00e0 une \u00e9quipe marketing. Le petit dessin de la feuille de match a \u00e9t\u00e9 r\u00e9alis\u00e9 par <span class=\"removed_link\" title=\"https:\/\/visionarymarketing.com\/fr\/author\/cjeanblanc\/\">C\u00e9dric Jeanblanc<\/span>.<\/em><\/p>\n<h2>Le marketing, comme le football se joue en \u00e9quipe<\/h2>\n<figure id=\"attachment_75879\" aria-describedby=\"caption-attachment-75879\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-75879\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/07\/ygourven-soccer-team-manchester-playing-field-adobe-illustrator-768cb953-a08a-463c-922b-2d9dc8a27397-e1683193529735.jpg\" alt=\"Equipe marketing\" width=\"519\" height=\"339\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/07\/ygourven-soccer-team-manchester-playing-field-adobe-illustrator-768cb953-a08a-463c-922b-2d9dc8a27397-e1683193529735.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/07\/ygourven-soccer-team-manchester-playing-field-adobe-illustrator-768cb953-a08a-463c-922b-2d9dc8a27397-e1683193529735-459x300.jpg 459w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><figcaption id=\"caption-attachment-75879\" class=\"wp-caption-text\">Le marketing, comme le football se joue en \u00e9quipe (Midjourney a quelques probl\u00e8mes avec les r\u00e8gles du football mais il a compris le principe)<\/figcaption><\/figure>\n<p>Avouons-le, nous avons tous \u00e9t\u00e9 contents du dernier match des Bleus contre la valeureuse \u00e9quipe d\u2019Islande. En regardant cette victoire des Bleus m\u2019est venue l\u2019id\u00e9e que l\u2019on pouvait comparer l\u2019\u00e9quipe marketing \u00e0 une \u00e9quipe de football.<\/p>\n<p>Comme le football, le marketing requiert des comp\u00e9tences diff\u00e9rentes et compl\u00e9mentaires, un esprit d\u2019\u00e9quipe et une volont\u00e9 de gagner pour r\u00e9ussir. Que la France aille ou non au bout de cette exp\u00e9rience, et m\u00eame qu\u2019elle nous ram\u00e8ne peut-\u00eatre un troph\u00e9e, la comparaison restera valable. Soyons optimistes et souhaitons qu\u2019en plus de nous faire r\u00e9fl\u00e9chir, cette comparaison serve de mascotte \u00e0 notre \u00e9quipe.<\/p>\n<figure id=\"attachment_75877\" aria-describedby=\"caption-attachment-75877\" style=\"width: 1374px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-75877 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/07\/la-feuille-de-match-du-marketing-2.jpg\" alt=\"Equipe marketing\" width=\"1374\" height=\"1303\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/07\/la-feuille-de-match-du-marketing-2.jpg 1374w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/07\/la-feuille-de-match-du-marketing-2-316x300.jpg 316w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/07\/la-feuille-de-match-du-marketing-2-1024x971.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/07\/la-feuille-de-match-du-marketing-2-768x728.jpg 768w\" sizes=\"(max-width: 1374px) 100vw, 1374px\" \/><figcaption id=\"caption-attachment-75877\" class=\"wp-caption-text\">Le marketing se joue en \u00e9quipe<\/figcaption><\/figure>\n<h3>1. Le terrain c\u2019est le march\u00e9<\/h3>\n<p><strong>la feuille de match du marketing<\/strong><\/p>\n<p>En marketing, il est indispensable de bien d\u00e9limiter son march\u00e9, de le segmenter. Pour le B2B, c\u2019est plus difficile que pour le marketing aux consommateurs. Il faut souvent faire de la segmentation intuitive (segmentuition), comme j\u2019en parlais dans un article pr\u00e9c\u00e9dent. En fait c\u2019est un peu comme le footballeur qui d\u00e9couvre la pelouse mit\u00e9e du stade Pierre Mauroy au moment de tirer.<\/p>\n<p>Mieux vaut apprendre \u00e0 regarder o\u00f9 on met les pieds avant de courir dans tous les sens. En B2B c\u2019est surtout sur le march\u00e9 PME qu\u2019on risque les erreurs de terrain. Hyper segment\u00e9s, ces march\u00e9s de \u201cpetites\u201d entreprises sont tr\u00e8s divers et se sous-segmentent en fonction de leurs secteurs et surtout de leurs usages en plus de leur taille, qui n\u2019est pas toujours le crit\u00e8re le plus \u00e9vident. Attention aux trous dans la pelouse !<\/p>\n<p>Source\u00a0: <em><a href=\"https:\/\/web.archive.org\/web\/20170709041701\/https:\/\/www.sparklane-group.com\/fr\/blog\/\">L\u2019Euro 2016 du marketing | Sparklane<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing c&rsquo;est comme le football \u00e7a se joue en \u00e9quipe<\/p>\n","protected":false},"author":2,"featured_media":75879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-21523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Equipe marketing comme football se jouent \u00e0 plusieurs<\/title>\n<meta name=\"description\" content=\"le marketing, c&#039;est un peu comme le football \u00e7a se joue en \u00e9quipe. 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/21523","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=21523"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/21523\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/75879"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=21523"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=21523"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=21523"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}