{"id":3824,"date":"2017-04-13T10:05:20","date_gmt":"2017-04-13T08:05:20","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=3824"},"modified":"2019-10-01T13:52:58","modified_gmt":"2019-10-01T11:52:58","slug":"scoring-commercial","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/scoring-commercial\/","title":{"rendered":"Scoring commercial : comment impacter la productivit\u00e9 de vos commerciaux?\ufeff"},"content":{"rendered":"

Beaucoup d\u2019Account Executives gaspillent un temps pr\u00e9cieux \u00e0 essayer de vendre des produits\/services \u00e0 des leads qu\u2019ils ne pourront pas convertir. La solution \u00e0 ce probl\u00e8me ? Un syst\u00e8me de scoring commercial qui identifie automatiquement les leads les plus qualifi\u00e9s pour les \u00e9quipes commerciales. Par cons\u00e9quent, ces derni\u00e8res peuvent concentrer leur temps, leurs efforts et leurs ressources sur les prospects les plus susceptibles de devenir clients pour une prospection B2B optimis\u00e9e.<\/p>\n

<\/p>\n

Le scoring commercial pour identifier les potentiels clients<\/h2>\n

Le scoring de lead permet de r\u00e9gler un probl\u00e8me inh\u00e9rent \u00e0 toute prospection commerciale : g\u00e9n\u00e9rer une quantit\u00e9 trop importante de leads. Le processus est simple : l\u2019\u00e9quipe marketing g\u00e9n\u00e8re des leads et les transmet \u00e0 l\u2019\u00e9quipe commerciale apr\u00e8s une \u00e9tape de qualification<\/a>. Cette \u00e9tape s\u2019av\u00e8re n\u00e9cessaire car tous les leads ne sont pas forc\u00e9ment adapt\u00e9s \u00e0 l\u2019activit\u00e9 commerciale de l\u2019entreprise. Certains leads devront alors \u00eatre disqualifi\u00e9s, d\u2019autres auront besoin d\u2019une \u00e9tape de nurturing suppl\u00e9mentaire. Enfin, une partie d\u2019entre eux n\u2019aura pas besoin de qualification et pourra \u00eatre envoy\u00e9e directement aux Account Executives.<\/p>\n

Pour les Account Executives, recevoir des leads de mauvaise qualit\u00e9 a un co\u00fbt. En premier lieu, s\u2019occuper de ces derniers leur demande un temps pr\u00e9cieux qu\u2019ils pourraient utiliser pour renforcer leurs relations avec des leads qualifi\u00e9s. En second lieu, entrer en discussion avec un lead non mature n\u00e9cessitant une \u00e9tape de nurturing<\/a> peut amener \u00e0 la perte d\u2019un client potentiel.<\/p>\n

Afin de pallier ce probl\u00e8me vous avez besoin de mettre en place un syst\u00e8me de scoring commercial et de qualification efficace. Il est essentiel que les \u00e9quipes marketing et commerciales aient la m\u00eame conception d\u2019un lead qualifi\u00e9 mature et pr\u00eat \u00e0 closer (MQL, SQL<\/a>). Les prospects peuvent ainsi \u00eatre qualifi\u00e9s en fonction de crit\u00e8res d\u00e9mographiques, \u201cfirmographiques\u201d, de leur app\u00e9tence pour le contenu, de leur comportement et de leurs int\u00e9r\u00eats.<\/p>\n

Utiliser le scoring dans sa strat\u00e9gie de prospection commerciale<\/h2>\n

Pour commencer, une plateforme telle que Datananas va vous permettre de cibler et d\u2019engager, via des campagnes d\u2019emails personnalis\u00e9es et automatis\u00e9s, des leads froids. L\u2019objectif \u00e9tant de d\u00e9clencher une premi\u00e8re r\u00e9ponse, et d\u2019identifier les r\u00e9ponses positives.<\/p>\n

Une fois les leads int\u00e9ress\u00e9s identifi\u00e9s, et suivant la taille de votre l\u2019entreprise et des ressources financi\u00e8res \u00e0 votre disposition, vous pouvez opter pour un logiciel de marketing automation comme Marketo qui \u00e9valuera et transf\u00e9rera les leads qualifi\u00e9s aux Sales Development Representatives<\/a> (SDR<\/strong>) quitte \u00e0 engager une phase de nurturing en cas d\u2019immaturit\u00e9 du lead. Vous pouvez \u00e9galement opter pour une solution \u00e0 la carte comme propos\u00e9e par SalesWings (tracking de sites web et scoring de lead intelligent) qui se concentra sur le scoring pr\u00e9dictif de leads vous permettant d\u2019identifier les prospects les plus matures.<\/p>\n

Avec la mise en place d\u2019une strat\u00e9gie de prospection et d\u2019un scoring commercial efficace, les \u00e9quipes commerciales n\u2019auront plus \u00e0 prospecter dans le vide. Elles peuvent d\u00e9sormais se concentrer directement sur le bon contact. Ainsi, les SDRs et les Account Executives ont acc\u00e8s \u00e0 des leads beaucoup plus qualifi\u00e9s et peuvent esp\u00e9rer conclure leurs ventes plus rapidement.<\/p>\n

\n

T\u00e9l\u00e9charger l’ebook : Activity Based Selling<\/p>\n

T\u00e9l\u00e9charger l’ebook<\/p>\n<\/div>\n

 <\/p>\n

Le scoring commercial permet d\u2019atteindre les prospects plus facilement<\/h2>\n

Comme expliqu\u00e9 dans l\u2019article \u201cSpeed of response<\/strong>\u201d r\u00e9dig\u00e9 par Saleswings<\/strong>, \u201cla rapidit\u00e9 de r\u00e9ponse d\u2019un vendeur aux demandes de renseignements est la principale raison pour laquelle les acheteurs choisissent le vendeur gagnant\u201d. Cela signifie que les \u00e9quipes commerciales ont besoin d\u2019informations en temps r\u00e9el concernant le comportement de leurs prospects afin de les atteindre plus efficacement. D\u00e9sormais, la plupart des outils de scoring de leads informent automatiquement les \u00e9quipes commerciales lorsqu\u2019un lead devient chaud.<\/p>\n

 <\/p>\n

Une meilleure exp\u00e9rience client gr\u00e2ce au scoring commercial<\/h2>\n

Un syst\u00e8me de scoring efficace am\u00e9liorera l\u2019exp\u00e9rience client. Par exemple, il est d\u00e9sormais possible d\u2019identifier quel contenu ou quel canal g\u00e9n\u00e8re le plus de leads qualifi\u00e9s<\/a>. Il est \u00e9galement possible de cr\u00e9er une exp\u00e9rience utilisateur appropri\u00e9e pour chaque lead bas\u00e9e sur leurs int\u00e9r\u00eats, leurs comportements et leur d\u00e9sir de r\u00e9aliser un achat. De plus, en identifiant les leads non matures il devient plus ais\u00e9 de d\u00e9velopper une strat\u00e9gie de relance appropri\u00e9e.<\/p>\n

 <\/p>\n

Scoring traditionnel vs scoring pr\u00e9dictif<\/h2>\n

Comme mentionn\u00e9 pr\u00e9c\u00e9demment, l\u2019objectif principal du scoring commercial est de s\u00e9parer un lead qualifi\u00e9 d\u2019un lead non qualifi\u00e9.<\/p>\n

Dans une approche traditionnelle du scoring, l\u2019\u00e9quipe marketing, avec l\u2019aide de l\u2019\u00e9quipe commerciale, a besoin de d\u00e9finir une s\u00e9rie de crit\u00e8res qualificatifs qui d\u00e9termineront si un lead est qualifi\u00e9 pour l\u2019activit\u00e9 de l\u2019entreprise. Ainsi, les individus travaillant dans l\u2019industrie des logiciels seront, par exemple, plus adapt\u00e9s \u00e0 notre secteur. Par cons\u00e9quent, vous ajouterez ou enl\u00e8verez des points aux leads en fonction des informations que vous aurez collect\u00e9es et des crit\u00e8res que vous aurez d\u00e9termin\u00e9s. Par exemple, vous pourrez ajouter dix points \u00e0 un lead travaillant dans l\u2019industrie du logiciel de par son secteur professionnel. En fonction du score du lead vous pourrez d\u00e9terminer s\u2019il est est assez mature pour \u00eatre transmis \u00e0 un Sales Development Representative ou si une \u00e9tape de nurturing est n\u00e9cessaire. Dans une approche pr\u00e9dictive du scoring commercial, c\u2019est l\u2019algorithme<\/a> qui pr\u00e9dit si un lead, dans votre base de donn\u00e9es, est qualifi\u00e9 ou ne l\u2019est pas. De nombreux autres outils peuvent \u00e9galement \u00eatre utilis\u00e9s pour d\u00e9terminer la qualification d\u2019un lead.<\/p>\n

En conclusion, la mise en place d\u2019un syst\u00e8me ou d\u2019outils efficaces de scoring commercial peut permettre de structurer le process de management de leads. L\u2019objectif \u00e9tant de garantir aux \u00e9quipes commerciales un acc\u00e8s \u00e0 des leads hautement qualifi\u00e9s, qui permettront d\u2019augmenter le taux de conversion et le chiffre d\u2019affaires de votre entreprise.<\/p>\n

Si vous d\u00e9sirez en apprendre davantage sur l’organisation de vos \u00e9quipes commerciales et marketing et l’optimisation de leur activit\u00e9, n’h\u00e9sitez pas \u00e0 consulter notre ebook d\u00e9di\u00e9.<\/p>\n

\n

T\u00e9l\u00e9charger l’ebook : Activity Based Selling<\/p>\n

T\u00e9l\u00e9charger l’ebook<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Beaucoup d\u2019Account Executives gaspillent un temps pr\u00e9cieux \u00e0 essayer de vendre des produits\/services \u00e0 des leads qu\u2019ils ne pourront pas convertir. La solution \u00e0 ce probl\u00e8me ? Un syst\u00e8me de scoring commercial qui identifie automatiquement les leads les plus qualifi\u00e9s pour les \u00e9quipes commerciales. Par cons\u00e9quent, ces derni\u00e8res peuvent concentrer leur temps, leurs efforts et […]<\/p>\n","protected":false},"author":8,"featured_media":3836,"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":[34,7],"tags":[105,28],"yoast_head":"\nScoring commercial : comment impacter la productivit\u00e9 de vos commerciaux?\ufeff<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez pourquoi le scoring commercial impacte la productivit\u00e9 et l'organisation de vos \u00e9quipes en influen\u00e7ant votre prospection commerciale.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.datananas.com\/fr\/scoring-commercial\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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