{"id":3854,"date":"2017-04-20T10:00:41","date_gmt":"2017-04-20T08:00:41","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=3854"},"modified":"2018-11-09T14:06:46","modified_gmt":"2018-11-09T13:06:46","slug":"lead-relationship-management-et-customer-relationship-management","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/lead-relationship-management-et-customer-relationship-management\/","title":{"rendered":"Lead Relationship Management et Customer Relationship Management"},"content":{"rendered":"<p>Lead Relationship Management et Customer Relationship Management sont les rouages de l\u2019activit\u00e9 commerciale de votre entreprise. En se situant en amont du Customer Relationship Management (la gestion de la relation client) cette m\u00e9thodologie permet aux \u00e9quipes de prospection de g\u00e9n\u00e9rer des leads qualifi\u00e9s et de les accompagner jusqu\u2019au closing du deal. Les \u00e9quipes marketing et commerciales doivent alors \u00eatre rigoureuses dans la cr\u00e9ation de ce process de prospection dont le but est de multiplier les opportunit\u00e9s business.<\/p>\n<p>Coupler Lead Relationship Management et Customer Relationship Management requiert une organisation commerciale fluide. Afin de vous orienter dans la mise en place de ce process au sein de votre prospection commerciale, nous vous proposons aujourd\u2019hui une feuille de route \u00e0 appliquer en toute simplicit\u00e9. <a href=\"http:\/\/165\t18\/04\/17\t03\/04\/17\tAB testing et prospection commerciale\tab testing et prospection commerciale\tab testing et prospection commerciale\tAwareness\tJ\u00e9r\u00f4me\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\thttp:\/\/blog.datananas.com\/fr\/ab-testing-et-prospection-commerciale\/165\t18\/04\/17\t03\/04\/17\tAB testing et prospection commerciale\tab testing et prospection commerciale\tab testing et prospection commerciale\tAwareness\tJ\u00e9r\u00f4me\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\thttp:\/\/blog.datananas.com\/fr\/ab-testing-et-prospection-commerciale\/\">La garantie d&rsquo;une d&rsquo;activit\u00e9 commerciale efficace et coh\u00e9rente<\/a>.<\/p>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<h2>G\u00e9n\u00e9rer des leads avec le Lead Relationship Management<\/h2>\n<p>Pour g\u00e9n\u00e9rer des leads avec le <a href=\"\/\/blog.datananas.com\/fr\/former-ses-equipes-commerciales-et-marketing-au-lead-relationship-management\/\">LRM<\/a> il vous faut d\u00e9finir avant toute chose votre <a href=\"\/\/blog.datananas.com\/fr\/ideal-customer-profile\/\">ICP<\/a> en lien avec vos Buyer\u2019s personae ainsi que la valeur ajout\u00e9e de votre offre. Une fois cette \u00e9tape valid\u00e9e, prenez le soin de r\u00e9diger des emails de prospection et de relance courts au format texte. Nous avons d\u2019ailleurs identifi\u00e9 <a href=\"\/\/blog.datananas.com\/fr\/5-conseils-pour-reussir-sa-prospection-commerciale-par-email\/\">5 r\u00e8gles<\/a> pour \u00e9crire des emails percutants. Enfin, fixez les dates et horaires de votre campagne de prospection et des relances gr\u00e2ce \u00e0 un outil d\u2019<a href=\"\/\/blog.datananas.com\/fr\/prospection-commerciale-intelligente\/\">Outbound sales<\/a> automatis\u00e9 et intelligent.<\/p>\n<p>Par exemple, engagez 1000 prospects dans votre campagne de prospection un jour dit \u00e0 un horaire fixe. Suite \u00e0 ce premier envoi massif, une inbox intelligente comme Datananas Outbound Sales analysera les r\u00e9ponses et sortira automatiquement les prospects qui auront r\u00e9pondu \u00e0 la campagne. Les autres recevront plusieurs relances espac\u00e9es sur plusieurs semaines en fonction des dates et horaires que vous aurez fix\u00e9 pr\u00e9alablement. En prospectant via l\u2019emailing automatis\u00e9 et intelligent, vous serez alors capables d\u2019alimenter votre pipeline commercial en fonction de vos besoins. En appliquant ces bonnes pratiques, vous serez certain de g\u00e9n\u00e9rer des leads qualitatifs.<\/p>\n<p>&nbsp;<\/p>\n<h2>La transition entre Lead Relationship Management et Customer Relationship Management<\/h2>\n<p>Une fois le lead g\u00e9n\u00e9r\u00e9 via le process d\u2019Outbound sales, ce dernier sera contact\u00e9 lors d\u2019une \u00e9tape de qualification par un <a href=\"\/\/blog.datananas.com\/fr\/comment-les-meilleurs-sdr-qualifient-leurs-prospects\/\">Sales Development Representative<\/a> (SDR).Sa mission est d\u2019accompagner le prospect dans la d\u00e9finition de ses probl\u00e8mes, de proposer une ou plusieurs solutions en cons\u00e9quence et de d\u00e9terminer son niveau de maturit\u00e9. Gardez bien \u00e0 l\u2019esprit que le SDR n\u2019est pas l\u00e0 pour vendre mais pour conseiller.<\/p>\n<p>Par ailleurs, r\u00e9aliser un <a href=\"\/\/blog.datananas.com\/fr\/scoring-commercial\/\">scoring<\/a> lors de l\u2019\u00e9tape de qualification peut s\u2019av\u00e9rer tr\u00e8s efficace. En posant des questions pr\u00e9cises concernant le niveau de d\u00e9cision et d\u2019influence du prospect, son budget ou ses besoins (qualification <strong>BANT<\/strong>), le SDR sera en mesure d\u2019affecter un score \u00e0 ce dernier. En fonction du score obtenu, le prospect sera transmis ou non \u00e0 un Account Executive (AE).<\/p>\n<div class=\"push-cta\">\n<p>[Livre Papier LRM]<\/p>\n<p>Disponible gratuitement en t\u00e9l\u00e9chargement !<\/p>\n<p style=\"text-align: center;\"><a class=\"cta-button-link\" title=\"Obtenir un exemplaire gratuitement\" href=\"http:\/\/165\t18\/04\/17\t03\/04\/17\tAB testing et prospection commerciale\tab testing et prospection commerciale\tab testing et prospection commerciale\tAwareness\tJ\u00e9r\u00f4me\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\thttp:\/\/blog.datananas.com\/fr\/ab-testing-et-prospection-commerciale\/\">Obtenir un exemplaire gratuitement<\/a><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<h2>Alimenter son pipeline avec le Customer Relationship Management<\/h2>\n<p>Si le prospect pr\u00e9sente une maturit\u00e9 insuffisante, une \u00e9tape de <a href=\"\/\/blog.datananas.com\/fr\/campagne-lead-nurturing\/\">lead nurturing<\/a> peut \u00eatre n\u00e9cessaire. Le lead entre alors dans un nouveau sc\u00e9nario d\u2019emails automatis\u00e9s et personnalis\u00e9s, lui partageant r\u00e9guli\u00e8rement le contenu produit par les \u00e9quipes marketing. L\u2019objectif est de maintenir son int\u00e9r\u00eat et de l\u2019\u00e9lever progressivement jusqu\u2019\u00e0 maturation.<\/p>\n<p>A l\u2019inverse, si le prospect pr\u00e9sente une maturit\u00e9 suffisante, l\u2019AE r\u00e9cup\u00e8re le prospect et poursuit la conversation. En proposant une d\u00e9monstration du produit\/service et en conseillant au plus pr\u00e8s le prospect, l\u2019AE a toutes les cartes en main pour closer le deal avec succ\u00e8s. Cons\u00e9cutivement, le prospect int\u00e8gre le <a href=\"\/\/blog.datananas.com\/fr\/comment-choisir-un-crm\/\">CRM<\/a> en tant que client et sera accompagn\u00e9 par les<a href=\"\/\/blog.datananas.com\/fr\/customer-success-leads-qualifies\/\"> Customer Success Managers<\/a> dans la mise en place de la solution logicielle.<\/p>\n<p>Vous en savez d\u00e9sormais davantage sur la relation qui unit Lead Relationship Management et Customer Relationship Management. Si vous d\u00e9sirez approfondir vos connaissances, n\u2019h\u00e9sitez pas \u00e0 t\u00e9l\u00e9charger <a href=\"http:\/\/165\t18\/04\/17\t03\/04\/17\tAB testing et prospection commerciale\tab testing et prospection commerciale\tab testing et prospection commerciale\tAwareness\tJ\u00e9r\u00f4me\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\tAB testing et prospection commerciale : la strat\u00e9gie gagnante !\thttp:\/\/blog.datananas.com\/fr\/ab-testing-et-prospection-commerciale\/\">le livre \u00e9crit par Arthur Ollier et Romain Simon<\/a>, co-fondateurs de Datananas, disponible d\u00e8s maintenant en t\u00e9l\u00e9chargement gratuit.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lead Relationship Management et Customer Relationship Management sont les rouages de l\u2019activit\u00e9 commerciale de votre entreprise. En se situant en amont du Customer Relationship Management (la gestion de la relation client) cette m\u00e9thodologie permet aux \u00e9quipes de prospection de g\u00e9n\u00e9rer des leads qualifi\u00e9s et de les accompagner jusqu\u2019au closing du deal. Les \u00e9quipes marketing et [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":3886,"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":[102,105,112,12,28],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lead Relationship Management et Customer Relationship Management<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez de quelles mani\u00e8res Lead Relationship Management et Customer Relationship Management r\u00e9volutionnent l&#039;activit\u00e9 commerciale des entreprises.\" \/>\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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