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et sales dans la m\u00eame phrase, ce n'est pas forc\u00e9ment \u00e9vident. Maxim Poulsen explique comment il a pos\u00e9 les bases de la strat\u00e9gie data de ViiBE et comment cette derni\u00e8re booste les performances de l'\u00e9quipe sales.","_yoast_wpseo_title":"Data et Sales : la m\u00e9thode infaillible pour piloter l'activit\u00e9 commerciale","contenu_de_larticle":"\"R\u00e9colter des donn\u00e9es, c'est bien, les utiliser, c'est mieux !\" affirme Maxim Poulsen, Sales &amp; Operations Officer chez ViiBE. Chez Emil, nous sommes bien d'accord.\r\n\r\nMalheureusement, une entreprise r\u00e9colte et produit \u00e9norm\u00e9ment de donn\u00e9es... mais en utilise, en r\u00e9alit\u00e9, moins de 25% !\r\n\r\nPourtant, l'analyse de ces donn\u00e9es permettrait :\r\n<ul>\r\n \t<li>d'identifier une erreur et la rectifier rapidement<\/li>\r\n \t<li>d'anticiper les risques d'un projet<\/li>\r\n \t<li>de mener des actions plus pr\u00e9cises et impactantes<\/li>\r\n<\/ul>\r\nC'est ce que nous a d\u00e9voil\u00e9 Maxim lors du webinaire <a href=\"https:\/\/app.livestorm.co\/emil\/devenir-entreprise-data-driven\">Comment devenir une entreprise data-driven<\/a>. Il y a notamment expliqu\u00e9 comment centraliser ces donn\u00e9es pour que les \u00e9quipes sales puissent les exploiter \u00e0 leur plein potentiel.\r\n\r\nTout est r\u00e9capitul\u00e9 dans cet article, mais si vous souhaitez voir le replay complet, <a href=\"https:\/\/app.livestorm.co\/emil\/devenir-entreprise-data-driven\">c'est par ici<\/a>.\r\n\r\n<a href=\"https:\/\/www.emil.school\/auteurs\/maxim-poulsen\">Maxim Poulsen<\/a> est justement notre invit\u00e9 du jour et vous explique comment mettre la data au service de l'activit\u00e9 sales.\r\n\r\nLe petit plus : il est \u00e9galement auteur et professeur de notre formation Marketing &amp; Data Automation. <a href=\"https:\/\/www.emil.school\/programmes\/marketing-and-data-automation\">Le programme complet est ici<\/a> !\r\n\r\nDans cet article, nous allons parcourir ensemble ma technique pour une strat\u00e9gie sales data-driven, telle que je l'ai mise en place chez ViiBE :\r\n<ul>\r\n \t<li>la r\u00e9flexion strat\u00e9gique<\/li>\r\n \t<li>la mise en place d'un ETL<\/li>\r\n<\/ul>\r\nVous me suivez ?\r\n\r\n\u200d\r\n<h2>Comment une strat\u00e9gie sales data-driven peut vous aider \u00e0 vendre plus ?<\/h2>\r\nMon objectif chez ViiBE est de <strong>rendre la data accessible par les diff\u00e9rents m\u00e9tiers de l'entreprise,<\/strong> pour qu'elle soit exploit\u00e9e, notamment \u00e0 travers des outils de reporting, tel que Tableau, ou directement le CRM, Hubspot dans son cas.\r\n\r\nVoici un exemple concret d'utilisation de la data pour mieux g\u00e9rer son activit\u00e9 commerciale. ViiBE profite de l'extraction journali\u00e8re de Hubspot pour mettre en place un reporting hebdomadaire sur les opportunit\u00e9s dans le CRM. Tous les jours, le Head of Sales re\u00e7oit donc un message l'informant :\r\n<ul>\r\n \t<li>des nouvelles opportunit\u00e9s d'une valeur de plus de 10 000 \u20ac<\/li>\r\n \t<li>des opportunit\u00e9s prenant du retard dans le cycle de vente<\/li>\r\n \t<li>de toute nouvelle opportunit\u00e9 non attribu\u00e9e \u00e0 un commercial<\/li>\r\n<\/ul>\r\n<strong>Il peut ainsi prendre rapidement des d\u00e9cisions et mener les bonnes actions<\/strong> pour acc\u00e9l\u00e9rer le processus de vente et booster les taux de conversion.\r\n\r\nCet exemple d'utilisation de la data pour les sales vous fait de l'oeil ? Passons au plan d'action !\r\n\r\n\u200d\r\n<h2>Posez les bases de votre r\u00e9flexion sales et data<\/h2>\r\nLa toute premi\u00e8re \u00e9tape d'une bonne strat\u00e9gie data consiste \u00e0 r\u00e9fl\u00e9chir au \"pourquoi\" : <strong>quels objectifs commerciaux souhaitez-vous atteindre<\/strong> gr\u00e2ce \u00e0 l'exploitation de vos donn\u00e9es ?\r\n\r\nPar exemple chez ViiBE, j'ai pu :\r\n<ul>\r\n \t<li>cr\u00e9er des automatisations pour augmenter la productivit\u00e9 des commerciaux<\/li>\r\n \t<li>personnaliser l'approche commerciale \u00e0 destination des prospects<\/li>\r\n \t<li>piloter l'activit\u00e9 sales dans son ensemble<\/li>\r\n \t<li>aider le head of sales \u00e0 manager l'\u00e9quipe et la performance<\/li>\r\n<\/ul>\r\nEn fonction de ces objectifs, demandez-vous sous quelle forme la data sera restitu\u00e9e aux \u00e9quipes op\u00e9rationnelles et quelles analyses elles pourront en tirer. Vous aurez probablement besoin des donn\u00e9es pour :\r\n<ul>\r\n \t<li>pour le suivi quotidien par les \u00e9quipes pour les d\u00e9cisions micro<\/li>\r\n \t<li>pour la r\u00e9flexion strat\u00e9gique pour les d\u00e9cisions macro.<\/li>\r\n<\/ul>\r\nLa forme des donn\u00e9es restitu\u00e9es pourra donc varier.\r\n\r\n\u200d\r\n<h2>Comprendre le principe ETL<\/h2>\r\nUne fois que vous avez d\u00e9termin\u00e9 <strong>o\u00f9 vous souhaitez aller<\/strong>, vous devez comprendre <strong>comment y aller<\/strong>. G\u00e9n\u00e9ralement, l'option la plus simple est de passer par un ETL.\r\n\r\n\u200d\r\n<h3>Le concept d'ETL<\/h3>\r\nUn ETL ? Et oui ! Il s'agit en quelque sorte d'un Zapier pour la data, qui permet de prendre la donn\u00e9e depuis une <em>data source<\/em> et de l'envoyer dans un <em>data warehouse.<\/em> Il vous aide \u00e0 r\u00e9aliser ces \u00e9tapes-cl\u00e9s :\r\n<ul>\r\n \t<li>extraction des donn\u00e9es - E de <em>Extract<\/em><\/li>\r\n \t<li>conversion dans un format conventionn\u00e9 - T de <em>Transform<\/em><\/li>\r\n \t<li>chargement dans un <em>data warehouse<\/em>, pour les utiliser dans les analyses - L de <em>Load<\/em><\/li>\r\n<\/ul>\r\nVous devez donc dans un premier temps <strong>identifier toutes les sources de donn\u00e9es potentielles<\/strong> - c'est ce qu'on appelle les <em>data sources<\/em>. Elles peuvent \u00eatre votre CRM, Google Analytics, votre produit, les outils publicitaires, etc.\r\n\r\nL'id\u00e9e est ensuite de centraliser l'int\u00e9gralit\u00e9 des donn\u00e9es issues des diff\u00e9rentes sources pour <strong>cr\u00e9er une source de v\u00e9rit\u00e9 unique<\/strong>. Vous devez donc <strong>choisir o\u00f9 vous stockerez la donn\u00e9e<\/strong>. Spoiler : ce sera probablement dans un <em>data warehouse<\/em> - on vous explique justement tout dans cet article sur les <em>data warehouse<\/em>.\r\n\r\n\u200d\r\n<h3>La diff\u00e9rence entre ETL et reverse ETL<\/h3>\r\nSi je viens de vous parler d'<em>ETL<\/em>, la vraie tendance est aussi au <em>reverse ETL<\/em>. Mais quelle est la diff\u00e9rence ?\r\n\r\nDans le cas d'un ETL, les donn\u00e9es du <em>data warehouse<\/em> seront envoy\u00e9es dans des applications de <em>business intelligence<\/em>, comme Looker ou Superset.\r\n\r\nDans le cas du reverse ETL, l'entreprise va profiter des donn\u00e9es qu'elle stocke dans le <em>data warehouse<\/em> pour enrichir les outils op\u00e9rationnels.\r\n\r\nPar exemple, vous allez pouvoir :\r\n<ul>\r\n \t<li>enrichir les contacts du CRM avec des informations sur leur activit\u00e9 Google Ads pour que les commerciaux ciblent mieux leurs campagnes de prospection<\/li>\r\n \t<li>partager les statistiques li\u00e9es aux usages clients du produit dans Intercom pour personnaliser les interactions<\/li>\r\n<\/ul>\r\nPour creuser le sujet des ETL, je vous conseille de lire cet article passionnant de Julie sur le sujet.\r\n\r\n\u200d\r\n<h2>Cr\u00e9er son ETL maison pour booster le potentiel de votre sales data<\/h2>\r\nS'il existe des outils ETL tr\u00e8s complets, \u00e0 l'image de Fivetran, ils sont souvent co\u00fbteux et n\u00e9cessitent des ressources cons\u00e9quentes pour se lancer.\r\n\r\nUn MVP, <em>minimum viable product,<\/em> de la stack data peut donc \u00eatre mis en place sans avoir beaucoup de ressources financi\u00e8res - mais quelques ressources techniques.\r\n\r\nJe vous recommande 2 outils incontournables pour vous lancer.\r\n\r\n\u200d\r\n<h3>n8n, la meilleure alternative \u00e0 Zapier<\/h3>\r\nLe premier, <a href=\"https:\/\/n8n.io\/\">n8n<\/a>, est un outil open source d'automation, utilisable en no-code ou en low-code. Il s'agit d'une excellente alternative \u00e0 Zapier, \u00e0 la diff\u00e9rence pr\u00e8s qu'il propose 2 options d'h\u00e9bergement :\r\n<ul>\r\n \t<li>sur le serveur de l'entreprise, ce qui fait baisser les co\u00fbts<\/li>\r\n \t<li>sur le cloud, ce qui est plus simple \u00e0 g\u00e9rer.<\/li>\r\n<\/ul>\r\nn8n met \u00e0 disposition 100 connecteurs pr\u00e9configur\u00e9s, utilisable par des novices en code, mais si le syst\u00e8me des APIs vous est familier, vous pouvez \u00e9galement vous connecter \u00e0 n'importe quel outil.\r\n\r\nPar exemple, si un lead s'inscrit \u00e0 un webinaire, vous pouvez automatiquement compl\u00e9ter les informations li\u00e9es \u00e0 l'inscription et \u00e0 la participation dans le CRM.\r\n\r\nSon avantage majeur face \u00e0 Zapier reste son prix, qui d\u00e9fie toute concurrence. Malheureusement, si vous ne l'associez pas \u00e0 la deuxi\u00e8me solution que je propose dans la suite de l'article, vous risquez d'\u00eatre limit\u00e9 pour ce qui est de la scalabilit\u00e9 sur des volumes \u00e9lev\u00e9s.\r\n\r\nSi l'outil vous int\u00e9resse, j'anime un cours complet sur le sujet lors de la <a href=\"https:\/\/www.emil.school\/programmes\/marketing-and-data-automation\">formation Marketing &amp; Data Automation<\/a> d'Emil.\r\n\r\n\u200d\r\n<h3>Python et les cloud functions<\/h3>\r\nLe second est en fait moins un outil qu'une technique : il s'agit h\u00e9berger des scripts Python sur le cloud.\r\n\r\nGr\u00e2ce \u00e0 cette m\u00e9thode, ViiBE extrait tous les matins \u00e0 8h les donn\u00e9es de Hubspot, les transforme et les envoie dans le <em>data warehouse<\/em>, sans aucun effort. Je conseille de mener cette op\u00e9ration 1 \u00e0 2 fois par jour lorsque vous commencez.\r\n\r\nL'avantage majeur de cette solution, tout comme n8N, est le prix tr\u00e8s faible, qui permet de construire une stack data pour quelques euros par mois. Il faut n\u00e9anmoins des comp\u00e9tences techniques solides pour ma\u00eetriser le sujet, abord\u00e9es \u00e9galement dans la formation Marketing Automation. D\u00e9cid\u00e9ment, on parcourt beaucoup de th\u00e9matiques dans cette formation ;)\r\n\r\n\u00c7a y est, vous \u00eates d\u00e9sormais par\u00e9.e pour optimiser votre activit\u00e9 sales gr\u00e2ce \u00e0 la data ! Pour d\u00e9couvrir encore plus d'exemples d'utilisation de la data pour automatiser sa prospection, <a href=\"https:\/\/www.emil.school\/articles\/automatiser-sa-prospection\">rendez-vous dans cet article<\/a>.\r\n\r\n\u200d","_contenu_de_larticle":"field_6412588b55814","titre_de_la_banniere":"","_titre_de_la_banniere":"field_6422eb732c237","paragraphe_de_la_banniere":"","_paragraphe_de_la_banniere":"field_6422ed834a968","intitule_du_bouton_de_la_banniere":"","_intitule_du_bouton_de_la_banniere":"field_6422ed934a969","lien_du_bouton_de_la_banniere":null,"_lien_du_bouton_de_la_banniere":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Data et Sales : la m\u00e9thode infaillible pour piloter l&#039;activit\u00e9 commerciale<\/title>\n<meta name=\"description\" content=\"Data et sales dans la m\u00eame phrase, ce n&#039;est pas forc\u00e9ment \u00e9vident. 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