{"id":3587,"date":"2017-03-30T10:00:20","date_gmt":"2017-03-30T08:00:20","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=3587"},"modified":"2019-10-01T14:37:15","modified_gmt":"2019-10-01T12:37:15","slug":"le-metier-de-commercial-le-lrm-revolution","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/le-metier-de-commercial-le-lrm-revolution\/","title":{"rendered":"Le Lead Relationship Management r\u00e9volutionne le m\u00e9tier de commercial"},"content":{"rendered":"<p>Le digital r\u00e9invente le m\u00e9tier de commercial. D\u00e9sormais, les prospects sont mieux inform\u00e9s, plus actifs et arrivent \u00e0 un stade plus avanc\u00e9 dans le cycle de vente. Dans cette configuration, les entreprises ont d\u00fb s\u2019adapter \u00e0 ce changement de paradigme.<\/p>\n<p>Face \u00e0 ce constat, nous avons d\u00e9cid\u00e9 de construire une m\u00e9thodologie innovante pour aider les entreprises dans leur prospection commerciale : le Lead Relationship Management ou LRM.<\/p>\n<p><!--more--><\/p>\n<h2>Le m\u00e9tier de commercial s\u2019automatise<\/h2>\n<p>D\u2019apr\u00e8s notre exp\u00e9rience et celles de nos clients, beaucoup de services commerciaux conservent une pratique chronophage de la prospection commerciale : recherche manuelle des coordonn\u00e9es de prospects, \u00e9criture \u00e0 la main d\u2019e-mails standardis\u00e9s, relances manuelles et utilisation du <a href=\"\/\/blog.datananas.com\/fr\/prospection-b2b-cold-calling-vs-cold-emailing\/\">cold calling<\/a>.<\/p>\n<p>En amont de toute activit\u00e9 de prospection commerciale, nous conseillons aux entreprises de d\u00e9finir leur <a href=\"\/\/blog.datananas.com\/fr\/ideal-customer-profile\/\">Ideal Customer Profile<\/a> (<strong>ICP<\/strong>) pour pouvoir cibler et segmenter efficacement leurs prospects. La mise en place de strat\u00e9gies de prospection actives n\u00e9cessite cependant l\u2019utilisation d\u2019un outil <a href=\"\/\/blog.datananas.com\/fr\/lead-relationship-management-infographie\/\">LRM <\/a>intelligent et automatique capable de trier et d\u2019adapter les relances selon les r\u00e9ponses aux e-mails ou de qualifier les interactions des leads. D\u00e8s lors, lancer une campagne<a href=\"\/\/blog.datananas.com\/fr\/7-erreurs-dans-vos-cold-emailings\/\"> emailing \u00e0 froid<\/a> de prospection commerciale devient un jeu d\u2019enfant.<\/p>\n<p>&nbsp;<\/p>\n<h2>Le m\u00e9tier de commercial se sp\u00e9cialise<\/h2>\n<p>Pour augmenter le nombre de leurs clients, il est pr\u00e9f\u00e9rable pour les entreprises d\u2019axer leurs efforts sur la g\u00e9n\u00e9ration de <a href=\"\/\/blog.datananas.com\/fr\/pre-qualifiez-vos-leads\/\">leads<\/a> de qualit\u00e9. Par cons\u00e9quent, de nouveaux m\u00e9tiers apparaissent ayant pour vocation de d\u00e9tecter et de g\u00e9n\u00e9rer de nouvelles opportunit\u00e9s d\u2019affaires. Le LRM r\u00e9invente\u00a0le m\u00e9tier de commercial.<\/p>\n<blockquote>\n<ul>\n<li>Responsable de la croissance du pipeline de prospection<\/li>\n<li>Lead Manager<\/li>\n<li>Charg\u00e9(e) de g\u00e9n\u00e9ration de leads<\/li>\n<\/ul>\n<\/blockquote>\n<p>Ce sont ces profils qui font le lien entre les \u00e9quipes commerciales et marketing. Il est donc n\u00e9cessaire que les deux \u00e9quipes travaillent en <a href=\"\/\/blog.datananas.com\/fr\/activity-based-selling-la-methode-pour-organiser-son-equipe-commerciale\/\">coordination<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>La compl\u00e9mentarit\u00e9 des \u00e9quipes commerciales et marketing<\/h2>\n<p>G\u00e9n\u00e9rer et \u00e9lever des leads n\u00e9cessitent \u00e9galement la mise en place de strat\u00e9gies d\u2019<a href=\"\/\/blog.datananas.com\/fr\/inbound-marketing-vs-outbound-sales\/\">Inbound Marketing<\/a> et d\u2019<a href=\"\/\/blog.datananas.com\/fr\/quand-mettre-en-place-une-strategie-de-prospection-outbound\/\">Outbound Sales<\/a> compl\u00e9mentaires. Les \u00e9quipes marketing se chargent de g\u00e9n\u00e9rer des leads et de capturer leurs informations de contact par la production de contenus. Parall\u00e8lement, les \u00e9quipes commerciales 2.0 prospectent via l\u2019e-mailing relationnel et les relances automatis\u00e9es et personnalis\u00e9es (jusqu\u2019\u00e0 cinq relances peuvent \u00eatre n\u00e9cessaires avant d\u2019obtenir une r\u00e9ponse).<\/p>\n<p>D\u00e8s la d\u00e9tection d\u2019un lead engag\u00e9, un <a href=\"\/\/blog.datananas.com\/fr\/sales-development-representative\/\">Sales Development Representative<\/a>\u00a0(SDR) le contacte pour le qualifier. Si la qualification est concluante, un <strong>Account Excutive<\/strong> (AE) poursuit la conversation avec le prospect et close le deal. Le prospect devient client et est accompagn\u00e9 par un <a href=\"\/\/blog.datananas.com\/fr\/comment-transformer-un-lead-en-ambassadeur-de-marque\/\">Customer Success<\/a> charg\u00e9 de le fid\u00e9liser. \u00c0 l\u2019inverse si le lead ne pr\u00e9sente pas une maturit\u00e9 suffisante, une \u00e9tape de <a href=\"\/\/blog.datananas.com\/fr\/campagne-lead-nurturing\/\">Lead Nurturing<\/a> (ou<strong> maturation<\/strong>) peut \u00eatre n\u00e9cessaire (<strong>Marketing automation<\/strong>).<\/p>\n<p>&nbsp;<\/p>\n<p>Chez Datananas, nous sommes conscients que prospecter de nouveaux clients est un challenge quotidien. Nous nous sommes fix\u00e9 comme mission de faciliter la vie des directions commerciales et marketing afin que ces derni\u00e8res \u00e9vitent de sacrifier un temps pr\u00e9cieux sur des t\u00e2ches chronophages et puissent se concentrer sur leur vraie valeur ajout\u00e9e : <strong>conseiller<\/strong> et <strong>vendre<\/strong>.<\/p>\n<div class=\"push-cta\">\n<p>Procurez-vous gratuitement notre livre d\u00e9di\u00e9 au Lead Relationship Management<\/p>\n<p>Demander mon exemplaire gratuit<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le digital r\u00e9invente le m\u00e9tier de commercial. D\u00e9sormais, les prospects sont mieux inform\u00e9s, plus actifs et arrivent \u00e0 un stade plus avanc\u00e9 dans le cycle de vente. Dans cette configuration, les entreprises ont d\u00fb s\u2019adapter \u00e0 ce changement de paradigme. Face \u00e0 ce constat, nous avons d\u00e9cid\u00e9 de construire une m\u00e9thodologie innovante pour aider les [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":6403,"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":""},"categories":[34],"tags":[108,105,51,112,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le Lead Relationship Management r\u00e9volutionne le m\u00e9tier de commercial<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment le LRM \u00a0r\u00e9invente le m\u00e9tier de commercial en d\u00e9veloppant une m\u00e9thodologie innovante au service de votre prospection commerciale.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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