{"id":287,"date":"2011-04-22T12:13:21","date_gmt":"2011-04-22T11:13:21","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=287"},"modified":"2020-01-02T11:03:33","modified_gmt":"2020-01-02T10:03:33","slug":"introduisons-le-marketing-de-la-dsi","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2011\/04\/introduisons-le-marketing-de-la-dsi\/","title":{"rendered":"Introduisons le marketing de la DSI"},"content":{"rendered":"<p><em>Tribune \u00e9crite\u00a0par Beno\u00eet Bouffart et\u00a0Antoine Marcou<\/em><\/p>\n<p>Plus qu\u2019une direction support, plus qu\u2019un op\u00e9rateur technologique, on attend aujourd\u2019hui la DSI dans un r\u00f4le de fournisseur de services informatiques. Elle devient une v\u00e9ritable \u00ab\u00a0entreprise dans l\u2019entreprise\u00a0\u00bb et en int\u00e8gre une partie des enjeux : construction d\u2019une offre de services, d\u2019un catalogue et supervision de la relation client, notamment.<\/p>\n<h2>La DSI, fournisseur de services<\/h2>\n<p>Pour r\u00e9ussir cette \u00a0\u00e9tape de transition, elle a l\u2019opportunit\u00e9 de s\u2019appuyer sur les principes-cl\u00e9s du marketing afin de devenir un partenaire durable et performant des directions m\u00e9tiers.<\/p>\n<p>Car le marketing n\u2019est pas la science de la promotion, r\u00f4le auquel on a parfois coutume de le r\u00e9duire. Une d\u00e9marche marketing s\u2019amorce bien en amont\u00a0: elle rend justement l\u2019action de promotion potentiellement superflue.<\/p>\n<h2>Le Marketing comme bo\u00eete \u00e0 outils<\/h2>\n<p>Le marketing, ce n\u2019est ni plus ni moins qu\u2019une bo\u00eete \u00e0 outils\u00a0dans laquelle une DSI peut trouver les solutions aux nouveaux enjeux auxquels elle doit faire face. Cette bo\u00eete \u00e0 outils comporte trois \u00e9tages, articul\u00e9s autour de la notion de valeur pour le \u00ab\u00a0client\u00a0\u00bb\u00a0:<\/p>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Les outils du marketing strat\u00e9gique permettent de comprendre quelle est la valeur attendue par le client, soit\u00a0:<\/p>\n<ul>\n<li>analyser l\u2019\u00e9cosyst\u00e8me de la DSI<\/li>\n<li>conna\u00eetre, segmenter et cibler ses clients, par ordre de priorit\u00e9<\/li>\n<li>construire la m\u00e9canique permettant de remonter les besoins clients dans le temps<\/li>\n<\/ul>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Les outils du marketing produit ont pour objectif de garantir la valeur d\u00e9livr\u00e9e \u00e0 ses clients<\/p>\n<ul>\n<li>fa\u00e7onner le catalogue d\u2019offres en fonction des besoins de chaque segment client cibl\u00e9<\/li>\n<li>penser et optimiser son portefeuille d\u2019offres en fonction de son environnement client<\/li>\n<li>donner un prix \u00e0 ce qui est d\u00e9livr\u00e9<\/li>\n<li>adapter son organisation pour suivre le cycle de vie des produits<\/li>\n<\/ul>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Les outils du marketing op\u00e9rationnel visent \u00e0 maximiser la valeur per\u00e7ue par le client final<\/p>\n<ul>\n<li>conna\u00eetre les moyens de les toucher \u00e0 chaque moment-cl\u00e9 du parcours client<\/li>\n<li>s\u2019assurer du niveau de satisfaction de ses clients et utilisateurs et faire en sorte que les indicateurs de performance soient partag\u00e9s dans l\u2019ensemble de l\u2019organisation\u00a0: au sein de la DSI, aupr\u00e8s du management et dans les directions m\u00e9tier<\/li>\n<\/ul>\n<p>Nous constatons que certaines \u00a0DSI ont d\u00e9j\u00e0 mis en \u0153uvre ce type de d\u00e9marches avec succ\u00e8s sur une partie ou l\u2019ensemble de leur organisation. N\u00e9anmoins, la grande majorit\u00e9 des DSI n\u2019ont pas encore int\u00e9gr\u00e9 compl\u00e8tement cette dimension.<\/p>\n<p>Nous vous proposons de vous positionner \u00e0 l\u2019aide des grilles de maturit\u00e9 que vous trouverez dans le document \u00e0 t\u00e9l\u00e9charger.<\/p>\n<p>Les standards du marketing s\u2019appliquent \u00e0 l\u2019environnement d\u2019une DSI. Or, la bo\u00eete \u00e0 outils marketing est riche. Nous vous laissons en d\u00e9couvrir certains \u00e9l\u00e9ments dans la synth\u00e8se Solucom \u00ab\u00a0Le marketing de la DSI\u00a0\u00bb , r\u00e9alis\u00e9e suite \u00e0 l\u2019Atelier Solucom autour du m\u00eame th\u00e8me. Cette Synth\u00e8se est disponible <a href=\"http:\/\/www.solucom.fr\/Publications\">sur notre site<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tribune \u00e9crite\u00a0par Beno\u00eet Bouffart et\u00a0Antoine Marcou Plus qu\u2019une direction support, plus qu\u2019un op\u00e9rateur technologique, on attend aujourd\u2019hui la DSI dans un r\u00f4le de fournisseur de services informatiques. Elle devient une v\u00e9ritable \u00ab\u00a0entreprise dans l\u2019entreprise\u00a0\u00bb et en int\u00e8gre une partie des&#8230;<\/p>\n","protected":false},"author":116,"featured_media":6343,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[51,110],"coauthors":[963],"class_list":["post-287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","tag-dsi","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Introduisons le marketing de la DSI - RiskInsight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.riskinsight-wavestone.com\/2011\/04\/introduisons-le-marketing-de-la-dsi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Introduisons le marketing de la DSI - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"Tribune \u00e9crite\u00a0par Beno\u00eet Bouffart et\u00a0Antoine Marcou Plus qu\u2019une direction support, plus qu\u2019un op\u00e9rateur technologique, on attend aujourd\u2019hui la DSI dans un r\u00f4le de fournisseur de services informatiques. 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