{"id":43505,"date":"2020-01-31T08:30:19","date_gmt":"2020-01-31T07:30:19","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=43505"},"modified":"2024-06-14T07:19:21","modified_gmt":"2024-06-14T05:19:21","slug":"fusion-vente-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2020\/01\/31\/fusion-vente-marketing\/","title":{"rendered":"Sales Enablement : vers une fusion des fonctions vente et marketing ?"},"content":{"rendered":"

Quand on interviewe des experts du domaine \u00e0\u00a0propos de la fusion vente-marketing, la r\u00e9action est quasiment toujours la m\u00eame. Elle commence par un constat de nette am\u00e9lioration \u2014\u00a0et il est vrai qu\u2019il y a de cela \u2014 et d\u00e8s qu\u2019on gratte un peu la peinture, la r\u00e9alit\u00e9 du terrain appara\u00eet, un tout petit peu moins positive, et cela peut m\u00eame dans certains cas \u00eatre consid\u00e9r\u00e9 comme un euph\u00e9misme (voir le slide ci-dessous). Mais r\u00e9jouissons-nous, des solutions existent pour r\u00e9-enchanter la relation entre ces deux v\u00e9n\u00e9rables professions, qui nous sont ch\u00e8res toutes les deux.<\/i>\u00a0C’est ce que nous avons d\u00e9montr\u00e9 au travers d’un livre blanc \u00e9crit pour le compte de Touch & Sell et avec leur concours<\/span>.<\/span><\/p>\n

Sales Enablement : vers une fusion des fonctions vente-marketing ?<\/h2>\n
\"Fusion
D\u00e9calages PNL Vente-Marketing, la fusion est pour plus tard : le sales enablement a pour mission de mieux faire travailler les deux professions ensemble et Norbert Bilbault a expliqu\u00e9 pourquoi cela n’est pas \u00e9vident lors du dernier Social Selling Forum de d\u00e9cembre 2019 qui s’est tenu chez SAP<\/figcaption><\/figure>\n

Sales enablement et d\u00e9calages PNL entre la vente et le Marketing<\/h3>\n

Lors du dernier Social Selling Forum de d\u00e9cembre 2019, qui s’est tenu chez SAP, Norbert Bilbault<\/span>, a montr\u00e9 un slide lumineux qui r\u00e9sume la situation en tr\u00e8s peu de mots. C’est ce qu’il a appel\u00e9 le d\u00e9calage PNL entre la vente et le marketing. Nous sommes sur la m\u00eame longueur d’onde et avions d\u00e9j\u00e0 d\u00e9crit une vision similaire au travers d’une s\u00e9rie de billets<\/a> sur le sujet.<\/p>\n

Dans ce livre blanc \u00e9crit pour le compte de Touch & Sell \u00e0 la toute fin de 2019, les \u00e9quipes de Visionary Marketing ont tent\u00e9 de percer le myst\u00e8re de ce qu\u2019on appelle aujourd\u2019hui \u00ab\u00a0Sales Enablement\u00a0\u00bb. Je dois avouer ne pas \u00eatre un grand fan de ce vocable, mais comme il s\u2019agit du terme consacr\u00e9 et qu\u2019il indique, de mani\u00e8re positive, une fa\u00e7on nouvelle d\u2019envisager la relation entre ventes et marketing, je pense qu\u2019il faudra se contenter de ce barbarisme.\u00a0<\/span><\/p>\n

Surtout, nous avons tent\u00e9 de proposer des solutions simples et de bon sens \u00e0 la meilleure coop\u00e9ration de ces deux v\u00e9n\u00e9rables professions.\u00a0 <\/span>Avant toute chose, nous avons interview\u00e9 un panel d\u2019experts (vente, marketing et vente\/marketing) afin de rechercher une solution \u00e0 ce probl\u00e8me persistant, qui n\u2019est pas qu\u2019un exercice d\u2019organisation, mais aussi et surtout d\u2019efficacit\u00e9 commerciale de l\u2019entreprise. Au travers de nos interviews, nous avons aussi cherch\u00e9 les bonnes pratiques afin de les partager avec vous.\u00a0<\/span><\/p>\n

Vers une fusion des fonctions vente et marketing ?\u00a0<\/span><\/b><\/h3>\n

On observe une \u00e9volution des m\u00e9tiers qui pousse \u00e0 la convergence selon Philippe Guiheneuc, directeur Exp\u00e9rience client de la soci\u00e9t\u00e9 Akio (qui cumule ces deux r\u00f4les) :\u00a0<\/span><\/p>\n

\u00ab Culturellement parlant, il n\u2019est pas \u00e9vident de travailler ensemble parce que les commerciaux avaient l\u2019habitude de travailler d\u2019une certaine fa\u00e7on et on leur demande de changer de m\u00e9thode. Les gens du marketing, de leur c\u00f4t\u00e9, subissent un choc similaire. Aujourd\u2019hui le marketing doit envoyer des leads les plus qualifi\u00e9s possible et les plus proches possible de ce qu\u2019attendent les commerciaux et cela n\u2019est pas simple au vu des incompr\u00e9hensions que cela g\u00e9n\u00e8re \u00bb.<\/p>\n

\"Fusion<\/span><\/p>\n

\u00ab D\u2019o\u00f9 le fait qu\u2019en ce qui me concerne je suis arriv\u00e9 il y a un an chez Akio, au d\u00e9part pour m\u2019occuper du marketing. Et au fil du temps, nous avons tellement ressenti ce besoin d\u2019alignement en marketing-vente que je suis aujourd\u2019hui directeur marketing et commercial. Ce que j\u2019\u00e9tais dans des exp\u00e9riences pr\u00e9c\u00e9dentes o\u00f9 il y avait aussi cette particularit\u00e9, ce besoin d\u2019aligner les fonctions. \u00bb\u00a0<\/span><\/p>\n

Une r\u00e9organisation des deux fonctions marketing et ventes qui est d\u00e9j\u00e0 op\u00e9rationnelle dans beaucoup d\u2019entreprises comme le confirme Fr\u00e9d\u00e9ric Canevet, l\u2019expert du marketing bien connu et \u00e9diteur du site conseilsmarketing.com<\/a> : \u00ab L\u2019organisation a chang\u00e9 dans la plupart des entreprises, il est d\u00e9sormais courant d\u2019avoir, c\u00f4t\u00e9 marketing, une personne charg\u00e9e de la communication offline (salons, plaquettes\u2026), et une personne responsable de la g\u00e9n\u00e9ration de prospects en ligne (social selling, SEO\u2026) \u00bb.\u00a0<\/span><\/p>\n

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

Quand on interviewe des experts du domaine \u00e0\u00a0propos de la fusion vente-marketing, la r\u00e9action est quasiment toujours la m\u00eame. Elle commence par un constat de nette am\u00e9lioration \u2014\u00a0et il est vrai qu\u2019il y a de cela \u2014 et d\u00e8s qu\u2019on gratte un peu la peinture, la r\u00e9alit\u00e9 du terrain appara\u00eet, un tout petit peu moins …<\/p>\n","protected":false},"author":2,"featured_media":43506,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4057],"tags":[],"class_list":["post-43505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vente"],"yoast_head":"\nFusion vente-marketing : le Sales Enablement la rend possible<\/title>\n<meta name=\"description\" content=\"Quand on interviewe des experts du domaine \u00e0\u00a0propos de la fusion vente-marketing, la r\u00e9action est quasiment toujours la m\u00eame.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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