{"id":25496,"date":"2017-09-22T14:27:23","date_gmt":"2017-09-22T14:27:23","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25496"},"modified":"2017-09-22T14:27:23","modified_gmt":"2017-09-22T14:27:23","slug":"place-cmo-lentreprise","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/place-cmo-lentreprise\/","title":{"rendered":"La place du CMO dans l\u2019entreprise"},"content":{"rendered":"

Lors de la r\u00e9daction des Grands principes du marketing de l’assurance<\/a><\/strong>, Marie Huyghues-Beaufond, Christian Parmentier et Alexandre Rispal ont sollicit\u00e9 mon avis, que je reporte ici\u00a0; pour les 400 autres pages auxquelles je n\u2019ai pas contribu\u00e9, vous pouvez acheter l\u2019ouvrage.<\/em><\/p>\n

La place du marketing dans les entreprises est actuellement extr\u00eamement chahut\u00e9e.<\/p>\n

\"\"<\/a>Id\u00e9alement, le marketing constitue la fonction centrale\u00a0: il porte la parole du client \u2013 donc tous les autres services devraient \u00eatre suspendus \u00e0 ses l\u00e8vres.<\/p>\n

H\u00e9las, la plupart des entreprises ne sont que conflits et enjeux de pouvoirs\u00a0; et le plus souvent, ce sont les financiers qui ont le dernier mot\u00a0: compliqu\u00e9 alors de d\u00e9velopper des plans strat\u00e9giques ambitieux quand le gardien de la bourse vous rogne les ailes.<\/p>\n

La place du marketing est encore d\u2019autant plus chahut\u00e9e aujourd\u2019hui que les entreprises elles-m\u00eames sont aussi chahut\u00e9es\u00a0: parce que la conjoncture reste morose depuis plusieurs ann\u00e9es\u00a0; mais surtout, parce de brusques et profondes mutations les traversent \u2026 et qu\u2019elles ne savent pas comment s\u2019y adapter\u00a0!<\/p>\n

Prenez le digital\u00a0: tout le monde a tent\u00e9 de tirer un petit bout de la couverture \u00e0 lui, les marketers, les ing\u00e9nieurs, les commerciaux, et bien s\u00fbr la DSI\u00a0; et dans cette cacophonie, on a nomm\u00e9 de tout puissants CDO \u2013 Chief Digital Officers \u2013 dont quelques mois plus tard on remet en cause l\u2019autorit\u00e9, et la n\u00e9cessit\u00e9 m\u00eame.<\/p>\n

Il y a eu le big data \u2013 et voil\u00e0 qu\u2019arrivent les nouveaux data scientists\u00a0! Puis la blockchain, etc.<\/p>\n

Deux voies s\u2019ouvrent au CMO.<\/p>\n

Il peut jouer la carte politique et man\u0153uvrer \u2013 comme bon nombre de ses coll\u00e8gues \u2013 pour, par un subtil jeu d\u2019alliances, imposer, sinon ses vues, du moins son pouvoir\u00a0: ce faisant, il pourra viser de belles promotions vers une direction g\u00e9n\u00e9rale.<\/p>\n

Il peut aussi assoir son autorit\u00e9 en proposant une vision strat\u00e9gique forte. C\u2019est-\u00e0-dire s\u2019appuyer sur les tendances soci\u00e9tales pour discerner de vrais relais de croissance, d\u00e9couvrir de puissants insights, les croiser avec les ressources internes, etc.<\/p>\n

Et \u00e0 d\u00e9faut de donner un futur \u00e0 sa seule carri\u00e8re, construire celui de l\u2019entreprise qui l\u2019emploie.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lors de la r\u00e9daction des Grands principes du marketing de l’assurance, Marie Huyghues-Beaufond, Christian Parmentier et Alexandre Rispal ont sollicit\u00e9 mon avis, que je reporte ici\u00a0; pour les 400 autres pages auxquelles je n\u2019ai pas contribu\u00e9, vous pouvez acheter l\u2019ouvrage. La place du marketing dans…<\/p>\n","protected":false},"author":2,"featured_media":25497,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[151],"tags":[201,161],"yoast_head":"\nLa place du CMO dans l\u2019entreprise - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/place-cmo-lentreprise\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La place du CMO dans l\u2019entreprise - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Lors de la r\u00e9daction des Grands principes du marketing de l’assurance, Marie Huyghues-Beaufond, Christian Parmentier et Alexandre Rispal ont sollicit\u00e9 mon avis, que je reporte ici\u00a0; pour les 400 autres pages auxquelles je n\u2019ai pas contribu\u00e9, vous pouvez acheter l\u2019ouvrage. 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