{"id":555,"date":"2020-12-28T16:45:24","date_gmt":"2020-12-28T16:45:24","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&#038;p=555"},"modified":"2026-04-09T01:39:08","modified_gmt":"2026-04-09T01:39:08","slug":"integrated-offerings-will-more-easily-provide-greater-returns-than-the-cross-sell-opportunity","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/fr\/insights\/integrated-offerings-will-more-easily-provide-greater-returns-than-the-cross-sell-opportunity\/","title":{"rendered":"028\u00a0: Les offres int\u00e9gr\u00e9es offriront plus facilement des rendements sup\u00e9rieurs aux opportunit\u00e9s de vente crois\u00e9e."},"content":{"rendered":"<div  class=\"theme-block wp-block-group is-style-pull-left is-layout-flow wp-block-group-is-layout-flow\" ><p  class=\"appear-on-scroll is-style-intro wp-block-paragraph\" >De nombreuses \u00e9tudes de march\u00e9 et plans de cr\u00e9ation de valeur bas\u00e9s sur des plateformes et des modules compl\u00e9mentaires (qui sont aujourd&#039;hui majoritaires) n\u00e9cessitent de tester l&#039;int\u00e9r\u00eat des clients pour la \u201c vente crois\u00e9e \u201d et son potentiel.\u201d<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Bien que les opportunit\u00e9s de ventes crois\u00e9es aient un potentiel de cr\u00e9ation de valeur, j&#039;ai constat\u00e9 peu de preuves que m\u00eame les meilleures produisent beaucoup plus que des rendements et une valorisation modestes \u2013 c&#039;est-\u00e0-dire peut-\u00eatre une augmentation des b\u00e9n\u00e9fices, mais peu ou pas d&#039;augmentation des multiples.<\/p><\/div>\n\n<hr  class=\"appear-on-scroll wp-block-separator has-alpha-channel-opacity\" \/>\n\n<h2  class=\"appear-on-scroll wp-block-heading\" ><span class=\"text\">Le probl\u00e8me<\/span><\/h2>\n\n<p class=\"appear-on-scroll wp-block-paragraph\"><strong>Les clients sont trop exigeants et disposent de bien trop d&#039;informations pour se laisser influencer par ce qui a fonctionn\u00e9 dans les ann\u00e9es 80 et 90. Trop souvent, nous avons constat\u00e9 que la facilit\u00e9 des achats crois\u00e9s ne rivalise pas avec la pr\u00e9f\u00e9rence pour les solutions \u2018\u00a0de pointe\u00a0\u2018, surtout face \u00e0 l&#039;abondance de solutions qui assurent une interconnexion efficace entre les activit\u00e9s et les processus.<\/strong><\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Fort de ce constat, je pr\u00e9conise que le plan de diligence et de cr\u00e9ation de valeur passe \u00e0 l&#039;\u00e9tape suivante, bien plus lucrative\u00a0: les offres int\u00e9gr\u00e9es, qui combinent activit\u00e9s et processus. Par exemple, Uber commande et paie la course avec un seul outil et une seule action\u00a0; Square, en revanche, ne g\u00e8re qu&#039;une seule \u00e9tape (le paiement). Bien que l&#039;int\u00e9gration de ces \u00e9l\u00e9ments repr\u00e9sente un travail suppl\u00e9mentaire, c&#039;est l\u00e0 que se trouvent les retours sur investissement les plus importants. Le raisonnement est simple\u00a0: en prenant en charge les t\u00e2ches suppl\u00e9mentaires que les clients doivent effectuer eux-m\u00eames, vous leur donnez une excellente raison d&#039;opter pour une solution int\u00e9gr\u00e9e\u00a0; et vous b\u00e9n\u00e9ficierez toujours d&#039;un avantage concurrentiel. Dans ce cas pr\u00e9cis, le tout est v\u00e9ritablement sup\u00e9rieur \u00e0 la somme des parties, ce \u201c\u00a0plus grand\u00a0\u201d provenant de l&#039;\u00e9limination effective du travail (et du risque) que les clients supportent habituellement. Il semble qu&#039;aujourd&#039;hui, presque tous les clients pr\u00e9f\u00e8rent simplifier et se concentrer sur la gestion d&#039;un nombre toujours plus restreint d&#039;\u00e9l\u00e9ments.&nbsp;<em>c\u0153ur<\/em>&nbsp;des comp\u00e9tences. Il vous suffit d&#039;identifier celles qui sont suffisamment pr\u00e9cieuses et d&#039;allouer les ressources n\u00e9cessaires \u00e0 leur mise en \u0153uvre.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">En tant qu&#039;investisseur, le potentiel de retour sur investissement doit \u00eatre extr\u00eamement attractif. Les offres int\u00e9gr\u00e9es bien pens\u00e9es pr\u00e9sentent un triple avantage\u00a0: 1) gains de parts de march\u00e9\u00a0; 2) gains de marge\u00a0; et 3) fid\u00e9lisation accrue (gr\u00e2ce \u00e0 l&#039;externalisation par les clients des activit\u00e9s \u00e0 valeur ajout\u00e9e li\u00e9es \u00e0 l&#039;int\u00e9gration). Rares sont les initiatives qui offrent un tel potentiel de croissance.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Alors, dans notre prochain exercice, relevons le niveau des discussions pr\u00e9liminaires et exigeons que le processus d\u00e9termine un potentiel de retour sur investissement bien plus important.<\/p>","protected":false},"excerpt":{"rendered":"<p>De nombreuses \u00e9tudes de march\u00e9 et strat\u00e9gies de cr\u00e9ation de valeur bas\u00e9es sur des plateformes et des modules compl\u00e9mentaires (qui pr\u00e9dominent aujourd&#039;hui) consistent \u00e0 tester l&#039;int\u00e9r\u00eat des clients pour les ventes crois\u00e9es et leur potentiel. Tandis que\u2026<\/p>","protected":false},"author":[39],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[107,76,97,67],"audience":[],"insight-category":[140],"class_list":["post-555","insight","type-insight","status-publish","hentry","topic-cross-selling","topic-exit-multiple","topic-investment-thesis-development","topic-value-development-generation","insight-category-value-creation","author-mark-stein"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>028: Integrated Offerings will More Easily Provide Greater Returns than the Cross-Sell Opportunity - Matters Graph<\/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:\/\/mattersgraph.com\/fr\/insights\/integrated-offerings-will-more-easily-provide-greater-returns-than-the-cross-sell-opportunity\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"028: Integrated Offerings will More Easily Provide Greater Returns than the Cross-Sell Opportunity - 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