{"id":1743,"date":"2025-07-31T13:02:53","date_gmt":"2025-07-31T12:02:53","guid":{"rendered":"https:\/\/www.volve.be\/une-journee-dans-la-vie-dun-directeur-des-ventes-et-du-marketing-drames-et-percees-en-matiere-de-donnees\/"},"modified":"2025-08-03T14:49:33","modified_gmt":"2025-08-03T13:49:33","slug":"une-journee-dans-la-vie-dun-directeur-des-ventes-et-du-marketing-drames-et-percees-en-matiere-de-donnees","status":"publish","type":"post","link":"https:\/\/www.volve.be\/fr\/une-journee-dans-la-vie-dun-directeur-des-ventes-et-du-marketing-drames-et-percees-en-matiere-de-donnees\/","title":{"rendered":"Une journ\u00e9e dans la vie d&#8217;un directeur des ventes et du marketing : drames et perc\u00e9es en mati\u00e8re de donn\u00e9es"},"content":{"rendered":"\n\n<section class=\"b-hero-blog-detail \">\n  <div class=\"container b-hero-blog-detail__container\">\n    <div class=\"b-hero-blog-detail__head\">\n              <h1 class=\"heading-heading-600\">Een dag uit het leven van een Sales &#038; Marketing Director: datadrama&#8217;s en doorbraken<\/h1>\n                    <span class=\"sub-heading-400\"><p>&#8220;Combien de produits de notre gamme sant\u00e9 avons-nous vendus \u00e0 Medimarket le mois dernier ? Une question simple pos\u00e9e lors de la r\u00e9union de direction. Mais en tant que directeur des ventes et du marketing d&#8217;une entreprise de sciences de la vie de taille moyenne, je sais que la r\u00e9ponse va n\u00e9cessiter des heures de fouille dans des fichiers Excel. Bienvenue dans mon monde de drames li\u00e9s aux donn\u00e9es, de frustrations des distributeurs et de lutte \u00e9ternelle pour comprendre ce qui se passe r\u00e9ellement sur le march\u00e9.   <\/p>\n<\/span>\n          <\/div>\n\n          \n<picture>\n  \n  \n  \n  \n  \n  <img decoding=\"async\" src=\"https:\/\/www.volve.be\/wp-content\/uploads\/2025\/06\/getty-images-9noj0Ew2b6s-unsplash-scaled-1600x0-c-default.webp\" alt=\"\"  class=\"b-hero-blog-detail__image\">\n<\/picture>\n        \n  <\/div>\n<\/section>\n\n\n\n<section class=\"b-breadcrumbs b-breadcrumbs--background-biege \">\n  <div class=\"container\">\n\n\n    <nav class=\"b-breadcrumbs__nav\">\n        <ol class=\"b-breadcrumbs__items\" itemtype=\"https:\/\/schema.org\/BreadcrumbList\" itemscope>\n        <!-- Breadcrumb NavXT 7.3.0 -->\n<span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Volve.\" href=\"https:\/\/www.volve.be\/fr\/\" class=\"home\" ><svg width=\"21\" height=\"20\" viewBox=\"0 0 21 20\">\r\n<path d=\"M11.0273 1.46094L20.3086 9.33594C20.6602 9.65234 20.6953 10.1797 20.4141 10.5312C20.0977 10.8828 19.5703 10.918 19.2188 10.6367L18.375 9.89844V16.4375C18.375 18.0195 17.1094 19.25 15.5625 19.25H5.4375C3.85547 19.25 2.625 18.0195 2.625 16.4375V9.89844L1.74609 10.6367C1.39453 10.918 0.867188 10.8828 0.550781 10.5312C0.269531 10.1797 0.304688 9.65234 0.65625 9.33594L9.9375 1.46094C10.2539 1.21484 10.7109 1.21484 11.0273 1.46094ZM4.3125 16.4375C4.3125 17.0703 4.80469 17.5625 5.4375 17.5625H7.125V12.2188C7.125 11.4453 7.72266 10.8125 8.53125 10.8125H12.4688C13.2422 10.8125 13.875 11.4453 13.875 12.2188V17.5625H15.5625C16.1602 17.5625 16.6875 17.0703 16.6875 16.4375V8.45703L10.5 3.21875L4.3125 8.45703V16.4375ZM8.8125 17.5625H12.1875V12.5H8.8125V17.5625Z\" fill=\"black\" \/><\/svg><\/a><meta property=\"position\" content=\"1\"><\/span><svg width=\"16\" height=\"20\" viewBox=\"0 0 16 20\">\r\n<path d=\"M12.4648 11.2852C12.7109 11.5586 12.7109 11.9688 12.4648 12.2148L7.21484 17.4648C6.94141 17.7383 6.53125 17.7383 6.28516 17.4648C6.01172 17.2188 6.01172 16.8086 6.28516 16.5625L11.0703 11.7773L6.28516 6.96484C6.01172 6.71875 6.01172 6.30859 6.28516 6.0625C6.53125 5.78906 6.94141 5.78906 7.1875 6.0625L12.4648 11.2852Z\" fill=\"#A3A1AD\" \/>\r\n<\/svg><span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Blog.\" href=\"https:\/\/www.volve.be\/fr\/blog\/\" class=\"post post-page\" ><span property=\"name\">Blog<\/span><\/a><meta property=\"position\" content=\"2\"><\/span><svg width=\"16\" height=\"20\" viewBox=\"0 0 16 20\">\r\n<path d=\"M12.4648 11.2852C12.7109 11.5586 12.7109 11.9688 12.4648 12.2148L7.21484 17.4648C6.94141 17.7383 6.53125 17.7383 6.28516 17.4648C6.01172 17.2188 6.01172 16.8086 6.28516 16.5625L11.0703 11.7773L6.28516 6.96484C6.01172 6.71875 6.01172 6.30859 6.28516 6.0625C6.53125 5.78906 6.94141 5.78906 7.1875 6.0625L12.4648 11.2852Z\" fill=\"#A3A1AD\" \/>\r\n<\/svg><span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Articles.\" href=\"https:\/\/www.volve.be\/fr\/blog\/articles\/\" class=\"post-root post post-post\" aria-current=\"page\"><span property=\"name\">Articles<\/span><\/a><meta property=\"position\" content=\"3\"><\/span>\n        <\/ol>\n      <\/div>\n    <\/nav>\n  \n      <\/div>\n<\/section>\n\n\n<section class=\"b-text \">\n  <div class=\"container\">\n    <div class=\"b-text__prose\">\n      <h3>Une journ\u00e9e type<\/h3>\n<p><strong>8:30 &#8211; La r\u00e9alit\u00e9 du lundi matin<\/strong><\/p>\n<p>Ma semaine commence comme d&#8217;habitude : ma bo\u00eete de r\u00e9ception est pleine de demandes de donn\u00e9es &#8220;urgentes&#8221; :  <\/p>\n<ul>\n<li>PDG : &#8220;Quel est le retour sur investissement de cette promotion en ligne ?&#8221;<\/li>\n<li>Directeur financier : &#8220;Pourquoi les chiffres de vente diff\u00e8rent-ils de 30 % de nos pr\u00e9visions ?&#8221;<\/li>\n<li>Responsable de la marque : &#8220;Pouvons-nous voir quels sont les produits les plus performants par r\u00e9gion ?&#8221;<\/li>\n<\/ul>\n<p>La r\u00e9ponse honn\u00eate \u00e0 toutes ces questions ? &#8220;Donnez-moi une semaine&#8221;. Mais ce n&#8217;est pas une option sur un march\u00e9 o\u00f9 les d\u00e9taillants changent de vitesse plus vite que nous ne pouvons collecter de donn\u00e9es.  <\/p>\n<p><strong>9:15 &#8211; Le drame du distributeur<\/strong><\/p>\n<p>Conf\u00e9rence t\u00e9l\u00e9phonique avec le distributeur. Ils ont promis de fournir des donn\u00e9es sur les ventes par pharmacie depuis trois mois. Ce que nous obtenons : un fichier Excel avec des totaux par r\u00e9gion, avec un retard de deux mois, dans un format qui est encore diff\u00e9rent de celui de la derni\u00e8re fois. Mon analyste passe la moiti\u00e9 de son temps \u00e0 &#8220;nettoyer&#8221; ces donn\u00e9es.   <\/p>\n<p>Quelle ironie ! Le distributeur ne dispose que de ces donn\u00e9es d\u00e9taill\u00e9es. Il les fournit \u00e0 notre principal concurrent, qui r\u00e9alise cinq fois notre chiffre d&#8217;affaires et a donc plus de poids.  <\/p>\n<p><strong>10:00 &#8211; Le chaos de la promotion et de l&#8217;\u00e9valuation<\/strong><\/p>\n<p>R\u00e9union de Trade Marketing. Nous \u00e9valuons la promotion 3+1 sur notre meilleur suppl\u00e9ment. Les vendeurs applaudissent : &#8220;Les ventes ont augment\u00e9 de 250 % !&#8221; Le service marketing se gratte les oreilles : &#8220;Mais l&#8217;engagement des m\u00e9dias sociaux a \u00e9t\u00e9 minime.&#8221;   <\/p>\n<p>La v\u00e9rit\u00e9 ? Nous n&#8217;en savons rien. Peut-\u00eatre qu&#8217;ils ont vol\u00e9 au-dessus du comptoir. Peut-\u00eatre sont-ils encore dans l&#8217;entrep\u00f4t en aval. Nous estimons que le budget commercial s&#8217;\u00e9l\u00e8ve \u00e0 200 000 euros sur la base de&#8230; oui, sur quoi en fait ?    <\/p>\n<p><strong>11:30 &#8211; Arch\u00e9ologie Excel<\/strong><\/p>\n<p>Avec mon analyste, nous nous plongeons dans les &#8220;donn\u00e9es&#8221; :<\/p>\n<ul>\n<li>Chiffres de vente de SAP (fiables mais ne donnant que la moiti\u00e9 de l&#8217;information)<\/li>\n<li>Rapports sur les distributeurs dans 5 formats diff\u00e9rents<\/li>\n<li>Donn\u00e9es sporadiques sur les soldes dans certaines cha\u00eenes<\/li>\n<li>Donn\u00e9es de march\u00e9 d&#8217;IQVIA (datant de 3 mois et agr\u00e9g\u00e9es)<\/li>\n<\/ul>\n<p>Apr\u00e8s deux heures de r\u00e9flexion, nous avons une photo. En quelque sorte. Avec suffisamment de clauses de non-responsabilit\u00e9 pour rendre un avocat heureux.  <\/p>\n<p><strong>14:00 &#8211; La bataille du budget<\/strong><\/p>\n<p>Discussion sur le budget pour le prochain trimestre. Les ventes veulent plus de budget promotionnel pour les pharmacies (&#8220;C&#8217;est l\u00e0 que se trouve notre croissance !&#8221;). Le marketing veut investir dans le commerce en ligne (&#8220;C&#8217;est l&#8217;avenir !&#8221;).  <\/p>\n<p>La justification de mes donn\u00e9es consiste \u00e0<\/p>\n<ul>\n<li>Une ligne de tendance bas\u00e9e sur 6 points de donn\u00e9es<\/li>\n<li>Anecdotes de gestionnaires de comptes<\/li>\n<li>Une intuition apr\u00e8s 15 ans d&#8217;exp\u00e9rience<\/li>\n<\/ul>\n<p>Nous avons partag\u00e9 le budget comme d&#8217;habitude : 50\/50, tout le monde est \u00e0 moiti\u00e9 content, personne n&#8217;est vraiment content.<\/p>\n<p><strong>15:30 &#8211; La n\u00e9gociation avec les d\u00e9taillants<\/strong><\/p>\n<p>Appelez un acheteur. Il veut des promotions plus importantes et des dur\u00e9es plus longues. Notre position de n\u00e9gociation ? &#8220;Nous pensons que le produit fonctionne bien&#8221;. Leur r\u00e9ponse : un soupir et une feuille de calcul montrant notre spectaculaire rotation des stocks.    <\/p>\n<p>Si je pouvais montrer en temps r\u00e9el que nous sommes trois fois plus performants dans leurs sites haut de gamme, j&#8217;aurais une histoire. Aujourd&#8217;hui, j&#8217;ai de l&#8217;espoir et un PowerPoint. <\/p>\n<p><strong>16:45 &#8211; Le moment de clart\u00e9<\/strong><\/p>\n<p>Une coll\u00e8gue directrice m&#8217;a parl\u00e9 d&#8217;une plateforme de donn\u00e9es qu&#8217;elle utilise. &#8220;Nous voyons enfin ce qui se passe apr\u00e8s le distributeur&#8221;, dit-elle. Je suis sceptique &#8211; nous avons d\u00e9j\u00e0 deux outils de BI qui prennent la poussi\u00e8re &#8211; mais aussi suffisamment d\u00e9sesp\u00e9r\u00e9 pour \u00e9couter.  <\/p>\n<h3>Trois mois plus tard : la nouvelle r\u00e9alit\u00e9<\/h3>\n<p><strong>Lundi matin 2.0<\/strong><\/p>\n<p>Les m\u00eames questions pos\u00e9es par le PDG et le directeur financier. La diff\u00e9rence : des r\u00e9ponses en quelques minutes, et non en quelques semaines : <\/p>\n<ul>\n<li>ROI de la promotion multipharma : -12% (oups, mais maintenant nous savons)<\/li>\n<li>\u00c9cart de pr\u00e9vision : en raison d&#8217;une rupture de stock dans le sud des Pays-Bas (action !)<\/li>\n<li>Meilleure SKU par r\u00e9gion : la vitamine D gagne dans le Nord, le magn\u00e9sium dans le Sud (qui l&#8217;aurait cru ?)<\/li>\n<\/ul>\n<p><strong>Les grandes r\u00e9v\u00e9lations<\/strong><\/p>\n<p>Choc des canaux : les pharmacies g\u00e9n\u00e8rent 65 % de notre marge avec 30 % du volume. Nous investissions notre budget dans le commerce de d\u00e9tail alors que notre or se trouvait dans les pharmacies. <\/p>\n<p>Mythe de la promotion : nos promotions &#8220;r\u00e9ussies&#8221; 3+1 ? C&#8217;est un simple changement de stock. Mais le &#8220;2 pour X&#8221; fonctionne &#8211; il attire 40 % de nouveaux acheteurs.  <\/p>\n<p>R\u00e9alit\u00e9 r\u00e9gionale : notre produit principal fait un flop en Flandre. Raison : un concurrent local que nous n&#8217;avions pas rep\u00e9r\u00e9. Nous abordons maintenant cette r\u00e9gion avec une proposition adapt\u00e9e.  <\/p>\n<p><strong>La dynamique de l&#8217;\u00e9quipe change<\/strong><\/p>\n<p>Les ventes cessent de se r\u00e9jouir de la vente initiale et se concentrent sur la vente finale. Le marketing teste et apprend au lieu d&#8217;esp\u00e9rer et de prier. La finance fait des pr\u00e9visions bas\u00e9es sur des mod\u00e8les, et non au doigt mouill\u00e9.  <\/p>\n<p>Meilleur changement ? Les discussions portent sur la strat\u00e9gie, et non sur la version d&#8217;Excel qui est la plus correcte. <\/p>\n<p><strong>Les inconv\u00e9nients de la transparence<\/strong><\/p>\n<p>Honn\u00eatement, ces premiers tableaux de bord ont \u00e9t\u00e9 \u00e9prouvants. Les vaches sacr\u00e9es se sont r\u00e9v\u00e9l\u00e9es \u00eatre des gouffres financiers. Les partenariats fructueux \u00e9taient des mangeurs de marge. Mon ego en a pris un coup.   <\/p>\n<p>Mais plut\u00f4t une v\u00e9rit\u00e9 douloureuse qu&#8217;une illusion confortable. Nous avons effectu\u00e9 plus de changements strat\u00e9giques en six mois qu&#8217;en deux ans : <\/p>\n<ul>\n<li>R\u00e9affectation du budget commercial : 1,2 million d&#8217;euros vers des canaux plus performants<\/li>\n<li>Restructuration de l&#8217;assortiment : suppression de 20 UGS, concentration sur les produits gagnants<\/li>\n<li>Calendrier promotionnel : bas\u00e9 sur des dates, et non sur &#8220;c&#8217;est comme \u00e7a qu&#8217;on fait toujours&#8221;.<\/li>\n<\/ul>\n<h3>Conseils pratiques pour les autres directeurs<\/h3>\n<p><strong>Commencez aujourd&#8217;hui, et non pas parfait<\/strong><\/br> N&#8217;attendez pas d&#8217;avoir des donn\u00e9es pr\u00e9cises \u00e0 100 %. Des donn\u00e9es pr\u00e9cises \u00e0 70 % aujourd&#8217;hui valent mieux que des donn\u00e9es parfaites jamais. <\/p>\n<p><strong>Faites-en une affaire d&#8217;\u00e9quipe<\/strong><\/br> Il ne s&#8217;agit pas d&#8217;un projet informatique. Impliquez les ventes, le marketing et les finances d\u00e8s le premier jour. La r\u00e9sistance vient de la peur de la transparence.  <\/p>\n<p><strong>C\u00e9l\u00e9brez les petites victoires<\/strong><\/br> Vous voyez pour la premi\u00e8re fois en temps r\u00e9el ce qui se passe dans un compte cl\u00e9 ? C\u00e9l\u00e9brez-la. L&#8217;\u00e9lan est essentiel.  <\/p>\n<p><strong>Acceptez la courbe d&#8217;apprentissage<\/strong><\/br> Mois 1 : surcharge de donn\u00e9es. Mois 2 : premi\u00e8res r\u00e9flexions. Mois 3 : changements strat\u00e9giques. Mois 6 : nouvelle normalit\u00e9.   <\/p>\n<p><strong>Choisissez la bonne plateforme<\/strong><\/br> Pas d&#8217;aventure de personnalisation. Pas de m\u00e9gaprojet informatique. Juste quelque chose qui fonctionne pour des entreprises comme la n\u00f4tre.  <\/p>\n<h3>L&#8217;essentiel<\/h3>\n<p>Suis-je devenu un gourou des donn\u00e9es ? Non. Ai-je encore des frustrations ? Oui, sans aucun doute. Mais la diff\u00e9rence se fait du jour au lendemain.    <\/p>\n<p>Avant, j&#8217;\u00e9tais un directeur qui esp\u00e9rait et qui pariait. Aujourd&#8217;hui, je suis un directeur qui sait et qui dirige. Dans un march\u00e9 o\u00f9 les d\u00e9taillants deviennent de plus en plus puissants et o\u00f9 les marges sont sous pression, c&#8217;est la diff\u00e9rence entre survivre et cro\u00eetre.  <\/p>\n<p>L&#8217;investissement ? Un investissement unique dans un partenaire et un changement d&#8217;\u00e9tat d&#8217;esprit. Le retour ? Des r\u00e9ponses au lieu d&#8217;hypoth\u00e8ses. Une strat\u00e9gie au lieu d&#8217;un combat de tableurs. Et oui, une meilleure nuit de sommeil.     <\/p>\n<p>Car croyez-moi : &#8220;Je ne sais pas&#8221; est la r\u00e9ponse la plus co\u00fbteuse dans notre m\u00e9tier.<br \/>\n&nbsp;<\/p>\n\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"b-contact b-contact_biege \">\n  <div class=\"container b-contact__container\">\n    <div class=\"b-contact__info\">\n      <div class=\"b-contact__top\">\n                  <h2 class=\"heading-heading-600\">CONTACTEZ-NOUS<\/h2>\n                <div class=\"b-contact__contact-inner\">\n                      <span class=\"sub-heading-500 body-bold\">Volve Belgique<\/span>\n                    <div class=\"b-contact__contact-list\">\n                                                  <a class=\"b-contact__contact-item\" href=\"https:\/\/maps.app.goo.gl\/Ta5cTMyj8NuKiEk98\" target=\"_blank\">\n                \n  <div class=\"icon \"\n    style=\"width: 14px; height: 14px\">\n    <svg width=\"16\" height=\"15\" viewBox=\"0 0 16 15\" fill=\"none\" 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