{"id":11133,"date":"2025-05-07T02:16:03","date_gmt":"2025-05-07T00:16:03","guid":{"rendered":"https:\/\/www.clemenceconsulting.fr\/?p=11133"},"modified":"2025-12-05T11:46:31","modified_gmt":"2025-12-05T10:46:31","slug":"efficacite-des-campagnes-marketing-et-du-reseau-de-distribution","status":"publish","type":"post","link":"https:\/\/www.clemenceconsulting.fr\/fr\/efficacite-des-campagnes-marketing-et-du-reseau-de-distribution\/","title":{"rendered":"Efficacit\u00e9 des campagnes marketing et du r\u00e9seau de distribution"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner vc_custom_1709717069979\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element vc_custom_1752052729317\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3><b>Adapter le marketing et renforcer le r\u00e9seau quand le nombre de marques augmente&#8230;<\/b><\/h3>\n<p><b>Conserver de <\/b><b>nombreuses marques apr\u00e8s une fusion <\/b><b>peut \u00eatre utile pour diff\u00e9rencier et r\u00e9pondre aux divers besoins des clients, comme le grand public, les clients fortun\u00e9s et les entreprises. Le marketing central doit alors adapter ses op\u00e9rations pour g\u00e9rer ces marques, exploiter les synergies et assurer de bonnes pratiques commerciales tout en \u00e9vitant les conflits internes.<\/b><b><\/b><\/p>\n<h3><strong><span style=\"color: #1cbeb6;\">Quels points structurants avons nous rencontr\u00e9s ?<\/span><\/strong><\/h3>\n<p>\u2012 Nombre de marques important (&gt; 10), avec des cultures diff\u00e9rentes et des sp\u00e9cificit\u00e9s de march\u00e9<\/p>\n<p>\u2012 N\u00e9cessit\u00e9 d\u2019\u00eatre au diapason avec le rythme business (lancement de produits, temps forts\u2026)<\/p>\n<p>\u2012 Affectation des leads \u00e0 la bonne marque pour augmenter les chances de succ\u00e8s, en \u00e9tant \u00e9quitable, respectueux de la capacit\u00e9 du traitement du r\u00e9seau et en \u00e9vitant de sursolliciter les prospects<\/p>\n<p>\u2012 Disponibilit\u00e9 des donn\u00e9es et qualit\u00e9 des r\u00e9f\u00e9rentiels et plusieurs SI (plusieurs Sales Forces)<\/p>\n<p>&nbsp;<\/p>\n<h3><strong><span style=\"color: #1cbeb6;\">Quelles missions avons-nous r\u00e9alis\u00e9es ?<\/span><\/strong><\/h3>\n<p><strong><span style=\"color: #1cbeb6;\">\u2012 <i>Cas client n\u00b01 pour un client du secteur de la mobilit\u00e9<\/i><\/span><\/strong><\/p>\n<p>Cl\u00e9mence Consulting a accompagn\u00e9 son client pour adapter la g\u00e9n\u00e9ration de leads \u00e0 la nouvelle organisation multi-marque et multiplier le taux de transformation. Nous avons r\u00e9alis\u00e9 une mission de Business Consulting aupr\u00e8s du Marketing Central, des Marques et du R\u00e9seau. <b>Les interviews et l\u2019analyse des donn\u00e9es CRM ont permis d\u2019\u00e9tablir un rapide \u00e9tat des lieux et de proposer un plan d\u2019action concret<\/b> :<\/p>\n<p>\u2713 Gr\u00e2ce \u00e0 des <b>it\u00e9rations rapides d\u2019analyses dans un \u00ab\u00a0Bac \u00e0 Sable de donn\u00e9es\u00a0\u00bb, nous avons g\u00e9n\u00e9r\u00e9 des opportunit\u00e9s \u00e0 traiter <\/b><b>et les avons envoy\u00e9es au r\u00e9seau hebdomadairement via Salesforce.<\/b> Parmi les bonnes pratiques mises en \u0153uvre :<\/p>\n<p>\u25aa Utiliser l&#8217;expertise des M\u00e9thodes Commerciales pour cr\u00e9er des opportunit\u00e9s prioritaires<\/p>\n<p>\u25aa Faciliter l&#8217;acceptation des crit\u00e8res d&#8217;affectation des leads par les marques, chaque lead ayant une raison claire pour sa s\u00e9lection et son affectation<\/p>\n<p>\u25aa Ajuster le nombre de leads et le rythme d&#8217;envoi \u00e0 la capacit\u00e9 des \u00e9quipes commerciales<\/p>\n<p>\u25aa Corriger automatiquement les r\u00e9f\u00e9rentiels pour garantir le bon canal et le bon point de vente<\/p>\n<p>\u2713 Puis nous avons facilit\u00e9 l\u2019animation du r\u00e9seau, mesur\u00e9 l\u2019efficacit\u00e9 (augmentation du taux de transformation,\u00a0 benchmarks par canal et point de vente, benchmark des campagnes) et suivi les plans d\u2019action<\/p>\n<p><em><strong><span style=\"color: #1cbeb6;\">\u2012 Cas client n\u00b02 dans le domaine Banque-Assurance :<\/span><\/strong><\/em><\/p>\n<p>Cl\u00e9mence Consulting a accompagn\u00e9 plusieurs clients de la Banque-Assurance, dans la modernisation de leurs outils de distribution pour la prise en compte de l\u2019int\u00e9gration de nouvelles Banques dans le groupe. Nous avons notamment mis en place des <b>centres de pilotage des programmes (PMO<\/b>) et assur\u00e9 des missions en tant que <b>Business Analyst<\/b>, de l\u2019instruction du besoin au d\u00e9ploiement des solutions.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element vc_custom_1731485411628\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3 style=\"text-align: center;\"><strong><span style=\"font-size: 26px; color: white;\">Vous \u00eates int\u00e9ress\u00e9(e) pour lancer une \u00e9tude sur ces sujets ?<\/span><\/strong><\/h3>\n<p style=\"text-align: center;\"><span style=\"color: white; font-size: 18px;\">V\u00e9ronique Bui Quan &#8211; 06 09 03 73 28 &#8211; <a style=\"color: #fff;\" href=\"mailto:vbuiquan@clcg.fr\">vbuiquan@clcg.fr<\/a><\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Adapter le marketing et renforcer le r\u00e9seau quand le nombre de marques augmente&#8230;<br \/>\nConserver de nombreuses marques apr\u00e8s une fusion peut \u00eatre utile pour diff\u00e9rencier et r\u00e9pondre aux divers besoins des clients, comme le grand public, les clients fortun\u00e9s et les entreprises. Le marketing central doit alors adapter ses op\u00e9rations pour g\u00e9rer ces marques, exploiter les synergies [&#8230;]<\/p>\n","protected":false},"author":1,"featured_media":11178,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[59,57,109],"tags":[],"class_list":["post-11133","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-mise-en-avant","category-use-case"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Efficacit\u00e9 des campagnes marketing et du r\u00e9seau de distribution - Clemence Consulting<\/title>\n<meta name=\"description\" content=\"Adapter le marketing et renforcer le r\u00e9seau quand le nombre de marques augmente... 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