{"id":3787,"date":"2017-04-10T17:00:02","date_gmt":"2017-04-10T15:00:02","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=3787"},"modified":"2019-10-01T14:37:15","modified_gmt":"2019-10-01T12:37:15","slug":"recrutement-commercial-par-drh","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/recrutement-commercial-par-drh\/","title":{"rendered":"Recrutement commercial par DRH : comment influencer la prospection B2B ?"},"content":{"rendered":"<p>En \u00e9tant au centre du recrutement commercial, les DRH sont la cl\u00e9 de vo\u00fbte pour mettre en place une strat\u00e9gie de prospection commerciale efficace. De notre \u00e9quipe de SDR (Sales Development Representatives) aux CSM (Customer Success Managers) en passant par les AE (Account Executives), nous avons la chance d\u2019\u00eatre quotidiennement en contact avec de nombreux d\u00e9cideurs marketing et commerciaux de soci\u00e9t\u00e9s B2B et d&rsquo;observer les process de recrutement commercial par DRH. La garantie d&rsquo;une prospection B2B v\u00e9ritablement am\u00e9lior\u00e9e.<\/p>\n<p><!--more--><\/p>\n<h2>Deux approches diff\u00e9rentes (mais compl\u00e9mentaires)\u00a0de la prospection commerciale<\/h2>\n<p>Le constat est souvent identique : pour g\u00e9n\u00e9rer plus de chiffre d\u2019affaires, il faut g\u00e9n\u00e9rer plus de leads. Pour g\u00e9n\u00e9rer plus de leads en B2B, les deux options les plus int\u00e9ressantes aujourd\u2019hui sont :<\/p>\n<blockquote><p>L\u2019<strong>Inbound marketing<\/strong> (ou prospection passive), qui vise \u00e0 se positionner comme r\u00e9f\u00e9rence sur un domaine, via la production de contenu \u00e0 forte valeur ajout\u00e9e.<\/p><\/blockquote>\n<blockquote><p>L\u2019<strong>Outbound sales<\/strong> (ou prospection active), qui cible pr\u00e9cis\u00e9ment les bons d\u00e9cideurs et prend contact avec eux via des campagnes d\u2019e-mails ultra personnalis\u00e9s.<\/p><\/blockquote>\n<p>L\u2019Inbound marketing acquiert ses lettres de noblesse avec l\u2019\u00e9closion de logiciel comme Hubspot. Nous nous accordons sur le fait qu\u2019il faille faire de l\u2019Inbound, mais beaucoup de nos interlocuteurs reconnaissent n\u00e9anmoins les limites de cette pratique face au Lead Relationship Management, voici leurs retours :<\/p>\n<ul>\n<li>Leads moins qualifi\u00e9s<\/li>\n<li>Charge de travail importante des commerciaux juniors pour se concentrer sur les leads int\u00e9ress\u00e9s et int\u00e9ressants<\/li>\n<li>Peu de d\u00e9cideurs de haut niveau int\u00e9greront votre pipeline via l\u2019inbound<\/li>\n<li>N\u00e9cessit\u00e9 de maintenir la production de contenu en continu, ce qui implique souvent de recruter des profils sp\u00e9cifiques<\/li>\n<li>Commence \u00e0 arriver \u00e0 saturation : il suffisait de produire un nouvel article de blog par semaine il y a encore 2 ou 3 ans pour remonter en t\u00eate des r\u00e9sultats de recherche contre presque trois par semaine aujourd\u2019hui.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>L\u2019\u00e9volution du recrutement commercial par DRH pour s\u2019adapter \u00e0 l\u2019Outbound Sales<\/h2>\n<p>Avec l\u2019appui de leur service RH, les responsables marketing et commerciaux avec qui nous \u00e9changeons organisent donc parall\u00e8lement la mise en place d\u2019une \u00e9quipe d\u00e9di\u00e9e \u00e0 l\u2019Outbound Sales avec un recrutement commercial sp\u00e9cifique.<\/p>\n<p>Pour cela, ils commencent dans la majorit\u00e9 des cas une mutation op\u00e9rationnelle, du mod\u00e8le A vers le mod\u00e8le B :<\/p>\n<blockquote><p><strong>Mod\u00e8le A<\/strong> : les services commerciaux o\u00f9 les commerciaux seniors, qui s\u2019occupent du closing (faire signer les devis) et\/ou de l\u2019Account Management (suivre les clients existants), sont majoritaires. Les juniors, qui s\u2019occupent de la g\u00e9n\u00e9ration des leads, sont par cons\u00e9quent r\u00e9guli\u00e8rement minoritaires. La logique qui sous-tendait souvent jusqu\u2019alors consistait \u00e0 recruter davantage de seniors pour avoir un impact direct sur les ventes. Proactifs, ils occupent plusieurs r\u00f4les, de la prospection aux ventes.<\/p><\/blockquote>\n<blockquote><p><strong>Mod\u00e8le B<\/strong> : les commerciaux seniors se concentrent uniquement sur du closing de prospects et les juniors exclusivement sur de la d\u00e9tection de projets via des techniques de <a href=\"\/\/blog.datananas.com\/fr\/lead-relationship-management-infographie\/\">Lead Relationship Management<\/a>.<\/p><\/blockquote>\n<p>Voici un sch\u00e9ma r\u00e9capitulatif :<\/p>\n<figure id=\"attachment_3807\" aria-describedby=\"caption-attachment-3807\" style=\"width: 887px\" class=\"wp-caption aligncenter\"><a href=\"\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/Theorie_pyramide_HD-01-02-06.jpg\"><img loading=\"lazy\" class=\"wp-image-3807 size-full\" src=\"\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/Theorie_pyramide_HD-01-02-06.jpg\" alt=\"Recrutement commercial : comment les DRH influencent la prospection ?\" width=\"887\" height=\"625\" srcset=\"https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/Theorie_pyramide_HD-01-02-06.jpg 887w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/Theorie_pyramide_HD-01-02-06-300x211.jpg 300w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/Theorie_pyramide_HD-01-02-06-768x541.jpg 768w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/Theorie_pyramide_HD-01-02-06-560x395.jpg 560w\" sizes=\"(max-width: 887px) 100vw, 887px\" \/><\/a><figcaption id=\"caption-attachment-3807\" class=\"wp-caption-text\">Les DRH influencent la prospection commerciale<\/figcaption><\/figure>\n<h2>Comment adapter le recrutement commercial des juniors pour recruter plus et mieux ?<\/h2>\n<p>Il est d\u00e9sormais important de baser le recrutement commercial des juniors sur de nouveaux crit\u00e8res. Les commerciaux juniors ne sont d\u00e9sormais plus cantonn\u00e9s \u00e0 suivre les seniors en rendez-vous, \u00e0 r\u00e9diger les rapports et \u00e0 faire du <a href=\"\/\/blog.datananas.com\/fr\/prospection-telephonique-4-techniques-pour-eviter-dappeler-a-froid\/\">phoning \u00e0 froid<\/a>. Dor\u00e9navant, ils sont le Fil d\u2019Ariane entre le marketing et les commerciaux seniors.<\/p>\n<p>Leur mission ? G\u00e9n\u00e9rer et qualifier massivement des leads. Ils sont v\u00e9ritablement le coeur du r\u00e9acteur \u00e0 leads qualifi\u00e9s.<\/p>\n<p>Les services RH doivent donc d\u00e9sormais se concentrer sur de nouveaux crit\u00e8res de recrutement commercial :<\/p>\n<ul>\n<li>Une culture de l\u2019automatisation : comment la digitalisation de la prospection peut augmenter sa productivit\u00e9 ?<\/li>\n<li>Quelle est la fibre marketing du candidat ?<\/li>\n<li>Quelle est sa capacit\u00e9 de r\u00e9action (je parle ici des raisons pour lesquelles j\u2019ai achet\u00e9 un Bescherelle \u00e0 mon \u00e9quipe commerciale)<\/li>\n<li>Quelle est sa capacit\u00e9 \u00e0 prendre du recul pour segmenter une base de donn\u00e9es, d\u00e9finir un Ideal Customer Profile (ICP), et ses Buyer Personas ?<\/li>\n<li>A-t-il d\u00e9j\u00e0 utilis\u00e9 des logiciels d\u2019Outbound Sales comme Datananas ?<\/li>\n<\/ul>\n<p>Le march\u00e9 du recrutement commercial par DRH semble confirmer cette tendance. Nous voyons de plus en plus d\u2019offres d\u2019emploi li\u00e9es \u00e0 ces m\u00e9tiers. \u00ab Responsable de la croissance \u00bb, \u00ab Responsable du pipeline de prospection \u00bb, \u00ab Leads Manager \u00bb, les intitul\u00e9s sont multiples mais le r\u00e9sultat est le m\u00eame : prendre soin de sa prospection garantit un succ\u00e8s commercial quasi-syst\u00e9matique. Augmenter l\u2019effectif de vos \u00e9quipes de ventes seniors n\u2019est plus l\u2019origine de votre croissance mais le r\u00e9sultat.<\/p>\n<p>&nbsp;<\/p>\n<h3>Pour celles et ceux qui souhaitent aller plus loin<\/h3>\n<p>J\u2019\u00e9voque ce sujet du recrutement commercial par DRH dans un livre disponible sur Amazon. Celles et ceux qui souhaitent le recevoir gratuitement en avant premi\u00e8re avant le 15 Avril peuvent en faire la demande ici :<\/p>\n<div class=\"push-cta\">\n<p>[Livre Papier]<\/p>\n<p>Disponible gratuitement\u00a0en t\u00e9l\u00e9chargement !<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-3720 size-medium\" src=\"https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/paperbook-mock-up2-203x300.png\" alt=\"Recrutement commercial : comment les DRH influencent la prospection ?\" width=\"203\" height=\"300\" srcset=\"https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/paperbook-mock-up2-203x300.png 203w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/paperbook-mock-up2-768x1135.png 768w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/paperbook-mock-up2-693x1024.png 693w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/paperbook-mock-up2-560x827.png 560w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2017\/04\/paperbook-mock-up2.png 1586w\" sizes=\"(max-width: 203px) 100vw, 203px\" \/><\/p>\n<p style=\"text-align: center;\">Obtenir un exemplaire gratuitement<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>En \u00e9tant au centre du recrutement commercial, les DRH sont la cl\u00e9 de vo\u00fbte pour mettre en place une strat\u00e9gie de prospection commerciale efficace. De notre \u00e9quipe de SDR (Sales Development Representatives) aux CSM (Customer Success Managers) en passant par les AE (Account Executives), nous avons la chance d\u2019\u00eatre quotidiennement en contact avec de nombreux [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3790,"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":[35,34,220,60],"tags":[108,289,105,166,112,62],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Recrutement commercial par DRH : comment influencer la prospection B2B ?B ?<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment le recrutement commercial par DRH transforme la prospection commerciale et l&#039;activit\u00e9 B2B des entreprises\" \/>\n<meta name=\"robots\" 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