{"id":33222,"date":"2019-07-01T08:30:15","date_gmt":"2019-07-01T06:30:15","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=33222"},"modified":"2024-06-14T07:19:17","modified_gmt":"2024-06-14T05:19:17","slug":"sales-alignment","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2019\/07\/01\/sales-alignment\/","title":{"rendered":"Sales alignment : une entraide impossible entre vente et marketing ?"},"content":{"rendered":"

\"SalesLe sales alignment est \u00e0 double face. Voici la deuxi\u00e8me \u00e9tape, celle des commerciaux. Il y a peu, je donnai en effet des conseils aux marketers sur la mani\u00e8re de mieux travailler avec les commerciaux<\/a> pour \u00eatre efficace. En quelque sorte, et pour r\u00e9sumer, je recommandais \u00e0 nos amis marketeurs de se mettre dans la peau (une sorte de \u00ab Vis ma vie \u00bb) des commerciaux pour comprendre v\u00e9ritablement ce qu’ils avaient dans la t\u00eate et comment mieux travailler avec eux.\u00a0<\/em><\/p>\n

Dans cette deuxi\u00e8me partie, je renverse la proposition et je me mets \u00e0 la place du vendeur pour qu’il essaie d’imaginer ce que le marketing pourrait faire pour eux<\/strong>.<\/em><\/p>\n

Sales alignment : conseils aux vendeurs pour mieux travailler avec les marketeurs<\/h2>\n

Je leur propose ainsi de regarder le marketeur d’une mani\u00e8re diff\u00e9rente et je me dis, si j’\u00e9tais encore vendeur et \u00e0 supposer que je connaisse bien le marketing, comment pourrais-je profiter de ces gaillards l\u00e0 pour mieux toucher ma commission ?<\/strong><\/p>\n

Car l’alignement des ventes et du marketing, en anglais sales alignment, est un probl\u00e8me de toujours. J’aurais \u00e9t\u00e9, selon le commentateur, dans l’exag\u00e9ration, les vendeurs ne seraient plus ainsi. Ce serait sans doute de super \u00ab\u00a0social sellers\u00a0\u00bb qui passent leur temps sur LinkedIn et qui obtiennent des rendez-vous par miracle en cassant les pieds \u00e0 leur r\u00e9seau<\/a>.<\/p>\n

J’ai \u00e9t\u00e9 piqu\u00e9 par la remarque et ai recherch\u00e9 des informations pour soutenir, ou contredire, ce que j’avan\u00e7ais dans le billet pr\u00e9c\u00e9dent. J’y ai trouv\u00e9 ceci :<\/p>\n

Sales alignment : marketing et vente peuvent-ils vraiment travailler ensemble ?<\/h2>\n

Citons Trish Bertuzzi, Pr\u00e9sidente et chief strategist de Bridge Group\u00a0:<\/p>\n

\u00ab\u00a0L\u2019alignement vente\/marketing est un probl\u00e8me de toujours. Il s\u2019agit l\u00e0 d\u2019un des probl\u00e8mes les plus graves <\/strong>du monde des affaires, et il en a toujours \u00e9t\u00e9 ainsi. Tout le monde pense que c\u2019est une affaire de personnes, mais c\u2019est en fait regarder le probl\u00e8me sous le mauvais angle. Car qui se soucie de savoir s\u2019ils s\u2019appr\u00e9cient ? C\u2019est juste une affaire d\u2019objectifs partag\u00e9s.\u00a0\u00bb<\/p><\/blockquote>\n

Conseils aux vendeurs pour mieux travailler avec les marketeurs et vendre plus<\/h2>\n

Le Marketing vu par les vendeurs n\u2019est pas forc\u00e9ment au firmament de l\u2019excellence<\/strong> auquel nous, professionnels de la profession, aimerions qu\u2019il soit.<\/p>\n

Certes, je le d\u00e9plore, mais rien n\u2019y fait. Il serait sans doute injuste de ne pas nous accorder une accolade pour avoir essay\u00e9 d\u2019am\u00e9liorer notre image, et il va de soi que tout le monde n\u2019est pas \u00e0 mettre dans le m\u00eame panier. Mais les tics de langage, les mauvaises habitudes,<\/strong> et les mauvais r\u00e9flexes de certains d\u2019entre nous, comme le rappelle \u00e0 juste titre Mark Schaefer<\/a>, ont eu raison de nos efforts les plus m\u00e9ritoires.<\/p>\n En parlant d\u2019\u00e9volution de la vente, autant lire le livre de Touch & Sell sur le sujet, il fourmille de tendances et de t\u00e9moignages\n

Les vendeurs n\u2019ont donc pas toujours, c\u2019est compr\u00e9hensible, une bonne opinion de nous<\/strong>. Je leur propose de surmonter les clich\u00e9s, et de faire l\u2019effort n\u00e9cessaire \u00e0 une meilleure coop\u00e9ration, qui tourne aussi \u00e0 leur avantage.<\/p>\n

Voici mon analyse et mes conseils aux vendeurs pour mieux travailler avec les marketeurs et profiter de leur savoir, de leur bonne volont\u00e9 et des coups de main qu\u2019ils peuvent vous apporter dans la r\u00e9alisation de vos objectifs.<\/p>\n

Le marketeur vu par les vendeurs : peut mieux faire.Je trouve la fa\u00e7on dont les marketeurs per\u00e7oivent les vendeurs, dans l\u2019ensemble assez d\u00e9cevante.<\/p>\n

\u00c0 l\u2019issue de la publication de mon dernier billet, j\u2019ai re\u00e7u un commentaire qui soulignait que j\u2019exag\u00e9rais ou que j\u2019avais manqu\u00e9 une \u00e9volution remarquable de l\u2019 homo commercialis, mais le commentaire en question a vite \u00e9t\u00e9 contredit par d\u2019autres t\u00e9moignages en sens inverse.<\/p>\n

Pourtant, comme nous l\u2019avons vu pr\u00e9c\u00e9demment, il ne s\u2019agit pas que d\u2019une question de biais cognitif, mais plut\u00f4t de mani\u00e8re d\u2019\u00ab incentiver \u00bb, un mal n\u00e9cessaire et contre lequel on ne peut lutter, \u00e0 la marge, que par des artifices.<\/p>\n

Poursuivez votre lecture sur le blog de notre client Touch & Sell en cliquant sur la source.<\/p><\/blockquote>\n

Source : Conseils aux vendeurs pour mieux travailler avec les marketeurs et vendre plus<\/span><\/em><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Le sales alignment est \u00e0 double face. Voici la deuxi\u00e8me \u00e9tape, celle des commerciaux. Il y a peu, je donnai en effet des conseils aux marketers sur la mani\u00e8re de mieux travailler avec les commerciaux pour \u00eatre efficace. En quelque sorte, et pour r\u00e9sumer, je recommandais \u00e0 nos amis marketeurs de se mettre dans la …<\/p>\n","protected":false},"author":2,"featured_media":34061,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-33222","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nSales alignment : une entraide impossible entre vente et marketing ?<\/title>\n<meta name=\"description\" content=\"Dans ce deuxi\u00e8me billet j'explore la 2\u00e8me face du sales alignment c\u00f4t\u00e9 commercial, en demandant comment mieux travailler avec les marketeurs\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2019\/07\/01\/sales-alignment\/\" \/>\n<meta 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