{"id":17668,"date":"2022-08-02T15:01:28","date_gmt":"2022-08-02T13:01:28","guid":{"rendered":"https:\/\/www.digdash.com\/?p=17668"},"modified":"2023-04-28T16:39:42","modified_gmt":"2023-04-28T14:39:42","slug":"comment-reconcilier-les-directions-marketing-et-commerciale-grace-a-la-business-intelligence","status":"publish","type":"post","link":"https:\/\/www.digdash.com\/fr\/news-articles\/conseils-et-astuces\/comment-reconcilier-les-directions-marketing-et-commerciale-grace-a-la-business-intelligence\/","title":{"rendered":"Comment r\u00e9concilier les directions marketing et commerciale gr\u00e2ce \u00e0 la Business Intelligence\u00a0?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">L&rsquo;alignement entre les <\/span><b>directions marketing et commerciale<\/b><span style=\"font-weight: 400;\"> est, depuis toujours, un enjeu majeur pour les entreprises. En effet, la collaboration entre ces deux fonctions est cruciale pour construire une strat\u00e9gie commerciale efficace, mais aussi pour optimiser durablement le cycle de vente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or, d&rsquo;apr\u00e8s l&rsquo;\u00e9tude \u00ab\u2009<\/span><a href=\"https:\/\/outfunnel.com\/wp-content\/uploads\/2021\/02\/Revenue-Marketing-Report-2021.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Revenue Marketing Report\u00a02021\u2009\u00bb<\/span><\/a><span style=\"font-weight: 400;\"> r\u00e9alis\u00e9e par Outfunnel, 46\u00a0% des marketeurs pensent que les ventes ne comprennent pas ce qui est important pour le marketing. Quant aux commerciaux, ils sont 31\u00a0% \u00e0 consid\u00e9rer que les deux fonctions sont d\u00e9connect\u00e9es l&rsquo;une de l&rsquo;autre.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour <\/span><b>r\u00e9concilier commerce et marketing<\/b><span style=\"font-weight: 400;\">, il est donc indispensable de les r\u00e9unir autour d&rsquo;objectifs partag\u00e9s, mais aussi d&rsquo;am\u00e9liorer l&rsquo;usage et le partage de la data entre ces deux d\u00e9partements.<\/span><\/p>\n<h2><b>La BI pour atteindre des objectifs communs<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Une collaboration active entre commerce et marketing est une premi\u00e8re \u00e9tape indispensable pour r\u00e9concilier ces deux fonctions. Or, la Business Intelligence est un outil efficace pour les aider \u00e0 avancer vers leurs objectifs communs \u2014 notamment la croissance des ventes de l&rsquo;entreprise.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c0 travers des <\/span><a href=\"https:\/\/www.digdash.com\/fr\/news-articles\/perspectives-dentreprises\/construire-un-tableau-de-bord-decisionnel-retail\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">tableaux de bord marketing et commerciaux<\/span><\/a><span style=\"font-weight: 400;\">, il est par exemple possible de mettre en place et de piloter des KPI partag\u00e9s. Parmi ces indicateurs cl\u00e9s de performance, on peut citer\u00a0:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le <\/span><b>taux de conversion commercial<\/b><span style=\"font-weight: 400;\">\u00a0: il mesure la capacit\u00e9 des commerciaux \u00e0 conclure une affaire. Il refl\u00e8te donc l&rsquo;efficacit\u00e9 du d\u00e9partement des ventes, mais aussi la qualit\u00e9 des leads g\u00e9n\u00e9r\u00e9s par le marketing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le <\/span><b>revenu moyen par client<\/b><span style=\"font-weight: 400;\">\u00a0: le taux de conversion ne permet pas de mesurer la valeur r\u00e9elle d&rsquo;un client. Il est donc pertinent de calculer le revenu moyen g\u00e9n\u00e9r\u00e9 par chaque compte, afin d&rsquo;avoir une meilleure id\u00e9e de la qualit\u00e9 des leads obtenus.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le <\/span><b>cycle de vente<\/b><span style=\"font-weight: 400;\">\u00a0: la dur\u00e9e n\u00e9cessaire pour conclure un cycle de vente est un bon indicateur de l&rsquo;efficacit\u00e9 des \u00e9quipes commerciales et marketing. Plus elle est courte, plus l&rsquo;alignement entre les deux fonctions est bon et plus la performance est \u00e9lev\u00e9e. Un cycle de vente rapide traduit aussi la capacit\u00e9 du marketing \u00e0 transmettre des prospects qualifi\u00e9s aux commerciaux.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Outre les <\/span><b>tableaux de bord commerce &amp; marketing<\/b><span style=\"font-weight: 400;\">, un outil de Business Intelligence permet \u00e0 l&rsquo;entreprise de cr\u00e9er des <\/span><b>reportings<\/b><span style=\"font-weight: 400;\"> d\u00e9taill\u00e9s, afin de rendre compte de la performance des campagnes marketing et de ventes. Il est \u00e9galement possible de cr\u00e9er un <\/span><b>tableau de bord prospectif (ou scorecard)<\/b><span style=\"font-weight: 400;\"> afin de traduire les objectifs strat\u00e9giques de l&rsquo;organisation en objectifs op\u00e9rationnels pour les deux d\u00e9partements, tout en hi\u00e9rarchisant leurs actions par ordre de priorit\u00e9.<\/span><\/p>\n<h2><b>La BI pour r\u00e9concilier les donn\u00e9es clients<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Aujourd\u2019hui, les entreprises g\u00e8rent et collectent une grande diversit\u00e9 de data\u00a0:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">D&rsquo;un c\u00f4t\u00e9, des donn\u00e9es clients nominatives, souvent stock\u00e9es dans un logiciel de <\/span><b>gestion de la relation client (CRM)\u00a0<\/b><span style=\"font-weight: 400;\">: nom, e-mail, date de naissance, adresse physique, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">De l&rsquo;autre c\u00f4t\u00e9, des donn\u00e9es de navigation issues de leur site ou de leur application mobile. Il s&rsquo;agit notamment des cookies, qui constituent souvent la seule information disponible pour cibler ces clients.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Or, il est primordial de cr\u00e9er des ponts entre ces deux types de data afin de lancer des campagnes marketing plus pertinentes, mais aussi pour aider les commerciaux \u00e0 avoir une meilleure <\/span><b>connaissance des clients<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour <\/span><b>r\u00e9concilier ces donn\u00e9es online<\/b><span style=\"font-weight: 400;\">, il faut d&rsquo;abord rapprocher les cookies issus des navigateurs web et les informations li\u00e9es aux applications mobiles. En effet, ces appareils constituent des sources de donn\u00e9es distinctes qu&rsquo;il convient de centraliser en recoupant plusieurs informations\u00a0: caract\u00e9ristiques du navigateur, adresse IP, plugins, donn\u00e9es de g\u00e9olocalisation\u2026 La Business Intelligence permet justement de recouper cette data et de l&rsquo;analyser en se basant sur des mod\u00e8les statistiques robustes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Par ailleurs, il est int\u00e9ressant de rapprocher les cookies de chaque client avec ses donn\u00e9es nominatives. Une op\u00e9ration d\u00e9licate, puisqu&rsquo;il faut \u00eatre \u00e0 l&rsquo;aff\u00fbt des opportunit\u00e9s qui se pr\u00e9sentent\u00a0: par exemple, lorsqu&rsquo;un internaute cr\u00e9e un compte sur un site e-commerce afin d&rsquo;effectuer un achat, ou bien lorsqu&rsquo;il se connecte pour laisser un commentaire sur un article de blog.<\/span><\/p>\n<h2><b>La BI pour une meilleure analyse des donn\u00e9es commerciales et marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">La Business Intelligence int\u00e8gre \u00e9galement des fonctionnalit\u00e9s analytiques, qui permettent d&rsquo;exploiter tout le potentiel des contenus marketing et commerciaux. Gr\u00e2ce \u00e0 <\/span><b>l&rsquo;intelligence artificielle<\/b><span style=\"font-weight: 400;\"> et au <\/span><b>machine learning<\/b><span style=\"font-weight: 400;\">, il est possible de r\u00e9aliser des analyses pr\u00e9dictives afin de proposer le contenu le plus adapt\u00e9 en fonction du profil du client, mais aussi de l&rsquo;\u00e9tape du cycle de vente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ainsi, l&rsquo;entreprise a la garantie de transmettre le bon message au bon moment, tout au long du <\/span><b>parcours client<\/b><span style=\"font-weight: 400;\">. Les fonctions commerce et marketing se r\u00e9partissent donc mieux les t\u00e2ches, afin de r\u00e9pondre aux besoins du prospect et de le faire progresser dans le cycle de vente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les contenus marketing et commerciaux peuvent aussi \u00eatre analys\u00e9s sous l&rsquo;angle de l&rsquo;engagement, c&rsquo;est-\u00e0-dire la fa\u00e7on dont les prospects interagissent avec eux. Ces informations pr\u00e9cieuses peuvent aider la direction marketing \u00e0 prendre de meilleures d\u00e9cisions et \u00e0 concevoir des contenus plus performants. De plus, les contenus les plus efficaces peuvent \u00eatre automatiquement transmis aux \u00e9quipes commerciales, qui gagnent ainsi un temps pr\u00e9cieux.<\/span><\/p>\n<p><b><i>Les entreprises ont diff\u00e9rents leviers \u00e0 leur disposition pour r\u00e9concilier les directions marketing et commerciale, mais la <\/i><\/b><a href=\"https:\/\/content.digdash.com\/projet-business-intelligence-en-entreprise-guide-complet\" target=\"_blank\" rel=\"noopener\"><b><i>Business Intelligence<\/i><\/b><\/a><b><i> appara\u00eet comme la solution la plus efficace pour centraliser les donn\u00e9es et les processus des deux fonctions. De quoi am\u00e9liorer consid\u00e9rablement la collaboration et mettre en place un v\u00e9ritable partenariat, en les r\u00e9unissant autour d&rsquo;outils communs\u00a0: tableaux de bord marketing et commerciaux, reportings, scorecards\u2026<\/i><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/content.digdash.com\/fr-demande-de-demo\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-18748 size-full\" src=\"https:\/\/www.digdash.com\/wp-content\/uploads\/2023\/02\/cta-telecharger-3.png\" alt=\"\" width=\"600\" height=\"200\" srcset=\"https:\/\/www.digdash.com\/wp-content\/uploads\/2023\/02\/cta-telecharger-3.png 600w, https:\/\/www.digdash.com\/wp-content\/uploads\/2023\/02\/cta-telecharger-3-300x100.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;alignement entre les directions marketing et commerciale est, depuis toujours, un enjeu majeur pour les entreprises. En effet, la collaboration entre ces deux fonctions est cruciale pour construire une strat\u00e9gie commerciale efficace, mais aussi pour optimiser durablement le cycle de vente. Or, d&rsquo;apr\u00e8s l&rsquo;\u00e9tude \u00ab\u2009Revenue Marketing Report\u00a02021\u2009\u00bb r\u00e9alis\u00e9e par Outfunnel, 46\u00a0% des marketeurs pensent que &#8230; <a title=\"Comment r\u00e9concilier les directions marketing et commerciale gr\u00e2ce \u00e0 la Business Intelligence\u00a0?\" class=\"read-more\" href=\"https:\/\/www.digdash.com\/fr\/news-articles\/conseils-et-astuces\/comment-reconcilier-les-directions-marketing-et-commerciale-grace-a-la-business-intelligence\/\" aria-label=\"En savoir plus sur Comment r\u00e9concilier les directions marketing et commerciale gr\u00e2ce \u00e0 la Business Intelligence\u00a0?\">Lire plus<\/a><\/p>\n","protected":false},"author":21,"featured_media":17669,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-17668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conseils-et-astuces"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment r\u00e9concilier commerce et marketing gr\u00e2ce \u00e0 la BI ?<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez tout le potentiel de la Business Intelligence : un levier puissant pour am\u00e9liorer la collaboration entre les directions marketing et commerciale.\" \/>\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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