{"id":2125,"date":"2016-08-11T09:54:31","date_gmt":"2016-08-11T07:54:31","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=2125"},"modified":"2019-10-01T13:03:14","modified_gmt":"2019-10-01T11:03:14","slug":"account-based-sales-development-b2b-pourquoi-changer","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/account-based-sales-development-b2b-pourquoi-changer\/","title":{"rendered":"Account Based Sales Development B2B : pourquoi changer ?"},"content":{"rendered":"<p>Un rapide rappel de ce qu\u2019est l\u2019 Account Based Sales Development B2B ou ABSD. C&rsquo;est un processus permettant d\u2019obtenir des opportunit\u00e9s commerciales dans un march\u00e9 cible par le biais de campagnes cibl\u00e9es men\u00e9es par les commerciaux. Dans un article pr\u00e9c\u00e9dent, nous avions vu comment mettre en place ce dernier.<\/p>\n<p>Un autre \u00e9l\u00e9ment important dans cette m\u00e9thode est la m\u00e9thode de ciblage. Plut\u00f4t que de cibler une personne au sein d&rsquo;une entreprise, le Sales Development Reps (SDR) ciblera l&rsquo;entreprise enti\u00e8re. De ce fait, tous les leads issues d&rsquo;une m\u00eame entreprise sont imput\u00e9s \u00e0 un seul SDR, qui une fois qualifi\u00e9s sont transmis \u00e0 l&rsquo;AE.<!--more--><\/p>\n<p>Ainsi, dans cette m\u00e9thode, votre \u00e9quipe commerciale travaille de mani\u00e8re soud\u00e9e. L&rsquo;\u00e9poque du commercial qui g\u00e8re son client seul de A \u00e0 Z est termin\u00e9e. En effet, le client devient le fil d\u2019Ariane de toute l\u2019\u00e9quipe ABSD. Que ce soit un prospect consid\u00e9r\u00e9 comme un Marketing Qualification Lead (MQL) ou d&rsquo;un Sales Qualification Lead (SQL) celui-ci suivra un tunnel pr\u00e9cis o\u00f9 chacun a un r\u00f4le \u00e0 tenir.<\/p>\n<p>Dans le sch\u00e9ma ci-dessous, vous trouverez ce tunnel en question :<\/p>\n<p><a href=\"https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/08\/absd-schema.png\"><img loading=\"lazy\" class=\"aligncenter size-large wp-image-2127\" src=\"https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/08\/absd-schema-1024x576.png\" alt=\"sch\u00e9ma relationnel de l'account based sales development ou ABSD\" width=\"648\" height=\"365\" srcset=\"https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/08\/absd-schema-1024x576.png 1024w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/08\/absd-schema-300x169.png 300w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/08\/absd-schema-768x432.png 768w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/08\/absd-schema-560x315.png 560w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/08\/absd-schema.png 1920w\" sizes=\"(max-width: 648px) 100vw, 648px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>MRR : Marketing Response Representative<br \/>\nSDR : Sales Development Representative<br \/>\nAE : Account Executive<br \/>\nCSM : Customer Success Manager<\/p>\n<p>Auparavant, les performances des commerciaux \u00e9taient mesur\u00e9es par leur productivit\u00e9 : le nombre d\u2019appels effectu\u00e9s par jour, le nombre d\u2019e-mails envoy\u00e9s, etc\u2026 Avec l\u2019Account Based Sales Development (ABSD), les efforts sont centr\u00e9s sur la qualit\u00e9 de ces \u00e9changes et non sur la quantit\u00e9. Ainsi, les commerciaux sont maintenant concentr\u00e9s sur la construction d\u2019un pipe qualitatif.<\/p>\n<div class=\"push-cta\">\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Vous souhaitez organiser vos \u00e9quipes marketing et commerciales ?<\/div>\r\n<div class=\"cta-subtitle\">Acc\u00e9dez en libre consultation \u00e0 +10h de formation gratuite<\/div>\r\n<a id=\"cta-academy-organiser-equipe-commerciale\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"http:\/\/academy.datananas.com\/o\/organiser-son-equipe-commerciale\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-organiser-equipe-commerciale');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-organiser-equipe-commerciale', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<p>&nbsp;<\/p>\n<\/div>\n<h2>Pourquoi changer votre processus de vente ?<\/h2>\n<h3>Si vous n\u2019avez pas d\u00e9j\u00e0 chang\u00e9 votre processus, pourquoi le feriez-vous maintenant ?<\/h3>\n<p>Je vous vois d\u00e9j\u00e0 venir. Mon processus de vente fonctionne tr\u00e8s bien, pourquoi devrais-je le changer\u00a0? Cela va me co\u00fbter de l\u2019argent, du temps et des ressources. Pour faire simple, c\u2019est parce qu&rsquo;il vous permettra l\u2019augmentation de votre revenu minimum. Par exemple, il y a une diff\u00e9rence immense entre un contrat \u00e0 500\u20ac et un contrat d\u2019une valeur de 5 000\u20ac. Certes, les efforts pour le conclure ne seront pas les m\u00eames, mais un indice, ils ne seront pas 100 fois plus importants.<br \/>\nVoici une liste non-exhaustive des b\u00e9n\u00e9fices que l\u2019ABSD pourra vous apporter :<\/p>\n<h3>Une meilleure strat\u00e9gie de g\u00e9n\u00e9ration de leads pour plus de productivit\u00e9<\/h3>\n<p>Il s\u2019agit de repenser votre processus de vente, \u00e9tape par \u00e9tape. Celui-ci doit \u00eatre bien plus strat\u00e9gique et d\u00e9taill\u00e9. En clair, il ne s\u2019agit pas juste de vendre. De plus, en ayant un tel processus, la mesure de vos performances n\u2019en sera que plus simple. Vous pourrez bien plus facilement voir ce qui fonctionne et ce qui ne fonctionne pas.<\/p>\n<h3>Votre image de marque<\/h3>\n<p>La prospection de masse comme nous la connaissons aujourd\u2019hui est n\u00e9faste pour l\u2019image de marque d\u2019une entreprise. En effet, envoyer 2 000 e-mails par jour de mani\u00e8re quasi syst\u00e9matique a pour contrepartie d\u2019agacer les gens, voire pire. C\u2019est pourquoi, avec le mod\u00e8le ABSD vous pr\u00e9serverez, et mieux encore, vous am\u00e9liorerez votre image de marque. Quelques prospects mieux trait\u00e9s (car moins nombreux) rendront les \u00e9changes plus qualitatifs.<\/p>\n<h3>Renforcement des interactions entre les diff\u00e9rents p\u00f4les<\/h3>\n<p>Il circule une fausse id\u00e9e sur le fait que les fonctions de l\u2019ABSD et l\u2019ABM sont totalement distincts. En effet, le marketing n\u2019est pas seulement en charge du ciblage des prospects et de la g\u00e9n\u00e9ration de leads. D\u00e9sormais, le but des commerciaux n\u2019est pas uniquement de signer des contrats. Avec l\u2019Account Based Sales Development, chacun a pour t\u00e2che de g\u00e9n\u00e9rer du revenu et pour cela votre \u00e9quipe doit travailler main dans la main.<\/p>\n<h2>Attention, l\u2019 Account Based Sales Development <strong>B2B<\/strong>\u00a0n\u2019est pas fait pour toutes les entreprises<\/h2>\n<p>Malgr\u00e9 tous les avantages qu\u2019offre cette m\u00e9thode, elle ne convient pas \u00e0 toutes les entreprises. Au contraire, pour certaines entreprises, l\u2019 Account Based Sales Development B2B peut avoir l\u2019effet inverse. Chaque entreprise ayant une \u00e9quipe commerciale, a des processus qui lui sont propres. Par cons\u00e9quent, il vous faut \u00e9valuer si le temps et l\u2019effort pour mettre en place une m\u00e9thode ABSD donneront les r\u00e9sultats escompt\u00e9s. Par exemple, si votre chiffre d\u2019affaires est inf\u00e9rieur \u00e0 50K\u20ac, il est inutile de mettre une strat\u00e9gie d\u2019 Account Based Sales Development B2B en place, car trop co\u00fbteuse.<\/p>\n<h3>C\u2019est encore trop t\u00f4t<\/h3>\n<p>Un autre exemple de configuration o\u00f9 l\u2019 Account Based Sales Development B2B n\u2019est pas recommandable : Lorsque\u00a0votre entreprise en est encore \u00e0 ses d\u00e9buts. Si vous ne pouvez pas identifier avec certitude votre ICP (Ideal Customer Profile) il ne vaut mieux pas risquer de r\u00e9duire votre champ commercial tout de suite, de crainte de passer \u00e0 c\u00f4t\u00e9 d\u2019un segment \u00e0 fort potentiel. Vous devez dans un premier temps collecter suffisamment de donn\u00e9es afin de pouvoir vous concentrer sur le segment au meilleur potentiel.<\/p>\n<h3>Vous n\u2019\u00eates pas pr\u00eat \u00e0 changer de segment de prospection<\/h3>\n<p>Tous les commerciaux r\u00eavent de conclure une vente pour un montant vertigineux. Cependant, pour pouvoir passer d\u2019une client\u00e8le moyenne \u00e0 des grands comptes, il ne suffit pas de le vouloir. Il vous faudra plus que votre \u00e9quipe commerciale. Votre \u00e9quipe marketing sera impliqu\u00e9e, votre service client ainsi que votre support technique \u00e9galement. D\u2019autres d\u00e9partements influeront aussi sur cette r\u00e9ussite, c\u2019est pourquoi vous ne devez pas prendre cette d\u00e9cision si vous n\u2019\u00eates pas \u00e9quip\u00e9 pour.<\/p>\n<p>Ainsi, L\u2019 Account Based Sales Development B2B peut \u00eatre un outil formidable dans la g\u00e9n\u00e9ration de revenue pour votre entreprise et vous permettre de vous distinguer de vos concurrents. N\u00e9anmoins, c\u2019est une strat\u00e9gie qui se r\u00e9fl\u00e9chit \u00e0 l\u2019avance et dont la mise en place n\u00e9cessite une grande r\u00e9flexion strat\u00e9gique de votre part.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Vous souhaitez organiser vos \u00e9quipes marketing et commerciales ?<\/div>\r\n<div class=\"cta-subtitle\">Acc\u00e9dez en libre consultation \u00e0 +10h de formation gratuite<\/div>\r\n<a id=\"cta-academy-organiser-equipe-commerciale\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"http:\/\/academy.datananas.com\/o\/organiser-son-equipe-commerciale\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-organiser-equipe-commerciale');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-organiser-equipe-commerciale', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Un rapide rappel de ce qu\u2019est l\u2019 Account Based Sales Development B2B ou ABSD. C&rsquo;est un processus permettant d\u2019obtenir des opportunit\u00e9s commerciales dans un march\u00e9 cible par le biais de campagnes cibl\u00e9es men\u00e9es par les commerciaux. Dans un article pr\u00e9c\u00e9dent, nous avions vu comment mettre en place ce dernier. Un autre \u00e9l\u00e9ment important dans cette [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":2128,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"Other"},"categories":[60],"tags":[175,176,65,64,255,256,254,110,62],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Account Based Sales Development B2B : pourquoi changer ?<\/title>\n<meta name=\"description\" content=\"Un rapide rappel de ce qu\u2019est l\u2019 Account Based Sales Development B2B. 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