{"id":5634,"date":"2019-08-06T16:05:38","date_gmt":"2019-08-06T14:05:38","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=5634"},"modified":"2019-08-06T16:05:38","modified_gmt":"2019-08-06T14:05:38","slug":"neues-zeitalter-in-sales-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2019-08-06\/neues-zeitalter-in-sales-marketing\/","title":{"rendered":"Une nouvelle \u00e8re pour les ventes et le marketing"},"content":{"rendered":"<figure id=\"attachment_5635\" aria-describedby=\"caption-attachment-5635\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5635\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2019\/08\/Neues-Zeitalter-in-Sales-Marketing_Organisator.jpg\" alt=\"\" width=\"680\" height=\"454\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2019\/08\/Neues-Zeitalter-in-Sales-Marketing_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2019\/08\/Neues-Zeitalter-in-Sales-Marketing_Organisator-16x12.jpg 16w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2019\/08\/Neues-Zeitalter-in-Sales-Marketing_Organisator-262x175.jpg 262w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2019\/08\/Neues-Zeitalter-in-Sales-Marketing_Organisator-524x350.jpg 524w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2019\/08\/Neues-Zeitalter-in-Sales-Marketing_Organisator-300x200.jpg 300w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-5635\" class=\"wp-caption-text\">B2B Sales &amp; Marketing Excellence 4.0 : le mod\u00e8le visualise l'interaction globale des trois champs d'action sup\u00e9rieurs \"Strategic Excellence 4.0\", \"Operational &amp; Technical Excellence 4.0\" et \"Culture &amp; People Development 4.0\". Les th\u00e8mes \"Leadership\" (direction), \"Creativity\" (cr\u00e9ativit\u00e9) et \"Changeability\" (capacit\u00e9 de changement) en constituent le fondement. (Graphique : atedo AG)<\/figcaption><\/figure>\n<p>La soci\u00e9t\u00e9 atedo AG a cr\u00e9\u00e9 une bo\u00eete \u00e0 outils sp\u00e9cialement con\u00e7ue pour les entreprises B2B. Les experts suisses en strat\u00e9gie et en d\u00e9veloppement organisationnel, bas\u00e9s \u00e0 Zurich et \u00e0 Sursee, appellent leur approche \"B2B Sales &amp; Marketing Excellence 4.0\". La bo\u00eete \u00e0 outils aide les entreprises \u00e0 orienter correctement leur strat\u00e9gie, leur organisation et leur culture en ce qui concerne les d\u00e9fis de l'avenir num\u00e9rique - et \u00e0 s'assurer ainsi un succ\u00e8s durable de l'entreprise, comme on le dit. \"D'ici 2024, la majorit\u00e9 des entreprises B2B en Suisse seront soumises \u00e0 une pression massive dans les domaines de la vente et du marketing\", souligne Andr\u00e9 Fischer, Managing Partner et cofondateur d'atedo AG, la premi\u00e8re soci\u00e9t\u00e9 de conseil B2B de Suisse selon ses propres dires. C'est ce que r\u00e9v\u00e8lent \u00e9galement des \u00e9tudes internationales, poursuit Fischer.<\/p>\n<h2>G\u00e9rer syst\u00e9matiquement l'exp\u00e9rience client<\/h2>\n<p>Depuis plus de huit ans, atedo AG se concentre principalement sur \"B2B Sales &amp; Marketing\" ainsi que sur les champs d'action strat\u00e9gie et d\u00e9veloppement organisationnel. Au cours des quatre derni\u00e8res ann\u00e9es, le cabinet de conseil s'est \u00e9galement int\u00e9ress\u00e9 de pr\u00e8s aux opportunit\u00e9s offertes par la transformation num\u00e9rique. atedo a men\u00e9 une enqu\u00eate aupr\u00e8s des d\u00e9cideurs et des cadres afin de d\u00e9terminer o\u00f9 se situent les entreprises B2B en Suisse lorsqu'il s'agit de la transformation num\u00e9rique dans le domaine des ventes et du marketing. Les conclusions bas\u00e9es sur cette \u00e9tude ont largement contribu\u00e9 \u00e0 la mise en place de la nouvelle approche \"B2B Sales &amp; Marketing Excellence 4.0\" et compl\u00e8tent les connaissances pratiques et th\u00e9oriques d'atedo AG.<\/p>\n<h2>\u00c9viter les mauvais investissements<\/h2>\n<p>Le client B2B du futur aura des exigences de plus en plus \u00e9lev\u00e9es et complexes envers les entreprises. Les experts en sont donc convaincus : les entreprises ne pourront pas relever les d\u00e9fis li\u00e9s aux attentes croissantes des clients sans automatiser les processus. atedo estime que la personnalisation et l'automatisation changeront fondamentalement l'exp\u00e9rience client dans les ann\u00e9es \u00e0 venir. Alexander Wicki,\u00a0<span style=\"display: inline !important; float: none; background-color: transparent; color: #333333; cursor: text; font-family: Georgia,'Times New Roman','Bitstream Charter',Times,serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;\">Senior Advisor Digital Marketing &amp; Sales de atedo AG<\/span>Il s'agit par exemple d'automatiser les processus dans le but de faciliter la g\u00e9n\u00e9ration et le traitement des leads.<br \/>\nLa qualification est organis\u00e9e de mani\u00e8re plus efficace et efficiente. Cela permet de consacrer plus de temps au contact personnel\".<\/p>\n<h2>Le contact personnel est essentiel<\/h2>\n<p>Aujourd'hui, les clients s'informent de plus en plus via les canaux en ligne sur les produits, les offres et les exemples de bonnes pratiques. \"Par exp\u00e9rience, nous savons qu'aujourd'hui, dans l'acquisition de nouveaux clients B2B, le processus de d\u00e9cision du client est jusqu'\u00e0 60% avanc\u00e9 lors du premier entretien. Les clients attendent donc une v\u00e9ritable valeur ajout\u00e9e dans l'\u00e9change d'informations lors de l'entretien personnel\", estime Andr\u00e9 Fischer. La rencontre personnelle devient donc encore plus d\u00e9cisive pour le succ\u00e8s, mais elle doit \u00eatre r\u00e9organis\u00e9e et int\u00e9gr\u00e9e de mani\u00e8re optimale dans l'univers d'exp\u00e9rience num\u00e9rique et analogique.<\/p>\n<h2>La recette du succ\u00e8s pour des clients satisfaits \u00e0 long terme<\/h2>\n<p>Le succ\u00e8s durable d'une entreprise n'est possible que si les objectifs strat\u00e9giques et op\u00e9rationnels, les processus et la culture s'int\u00e8grent parfaitement. Le mod\u00e8le d'atedo vise pr\u00e9cis\u00e9ment \u00e0 r\u00e9unir ces trois champs d'action prioritaires. \"Car ce n'est que si le processus d'optimisation continue s'effectue dans tous ces domaines que les conditions pour des clients et des collaborateurs satisfaits \u00e0 long terme peuvent \u00eatre cr\u00e9\u00e9es\", ajoute Andr\u00e9 Fischer. Pour atteindre cet objectif, atedo d\u00e9veloppe toujours des solutions en collaboration avec ses clients. \"Gr\u00e2ce \u00e0 ce processus collaboratif et agile, nous impliquons les collaborateurs dans le projet d\u00e8s le d\u00e9but. Ils comprennent ainsi le sens sous-jacent, participent activement \u00e0 la recherche de solutions et contribuent finalement \u00e0 ce que les objectifs deviennent r\u00e9alit\u00e9\", explique Wicki, fort de sa propre exp\u00e9rience.<\/p>\n<p><em>Plus d'informations : <a href=\"http:\/\/www.atedo.ch\">atedo AG<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Die atedo AG hat einen Werkzeugkasten speziell f\u00fcr B2B-Unternehmen kreiert. Die Schweizer Experten f\u00fcr Strategie und Organisationsentwicklung mit Sitz in Z\u00fcrich und Sursee nennen ihren Ansatz \u00abB2B Sales &amp; Marketing Excellence 4.0\u00bb. Die Toolbox unterst\u00fctzt Unternehmen darin, ihre Strategie, Organisation und Kultur hinsichtlich der Herausforderungen der digitalen Zukunft richtig auszurichten \u2013 und sich damit einen [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":5635,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Sales & Marketing","_yoast_wpseo_metadesc":"Der Ver\u00e4nderungs-Druck auf Unternehmen im B2B-Gesch\u00e4ft nimmt zu. Auch Sales und Marketing geraten zunehmend unter Druck. Eine Toolbox bietet Unterst\u00fctzung.","articlekey":"","footnotes":""},"categories":[29],"tags":[156,335,339,393],"class_list":["post-5634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-digitalisierung","tag-management-und-unternehmensfuehrung","tag-marketing","tag-produkte"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neues Zeitalter in Sales &amp; Marketing - Organisator<\/title>\n<meta name=\"description\" content=\"Der Ver\u00e4nderungs-Druck auf Unternehmen im B2B-Gesch\u00e4ft nimmt zu. Auch Sales und Marketing geraten zunehmend unter Druck. 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