{"id":3668,"date":"2016-05-13T09:13:00","date_gmt":"2016-05-13T09:13:00","guid":{"rendered":"https:\/\/23web26.esedigital-dev.ovh\/?p=3668"},"modified":"2025-02-28T13:11:34","modified_gmt":"2025-02-28T13:11:34","slug":"resultoria-ventas-del-departamento-de-marketing-al-departamento-de-clientes","status":"publish","type":"post","link":"https:\/\/test.improven.com\/cat\/servicio\/marketing\/resultoria-ventas-del-departamento-de-marketing-al-departamento-de-clientes\/","title":{"rendered":"Del departament de m\u00e0rqueting al departament de clients"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Recordem breument: <strong>Fa ja d\u00e8cades que els departaments de m\u00e0rqueting es van transformar<\/strong> per a orientar a l'empresa a la satisfacci\u00f3 de les necessitats del client. Aix\u00f2 anava en contra de la seva comesa anterior. Comunicar i emp\u00e8nyer els productes dissenyats per l'empresa. El conegut <strong>canvi de <em>push<\/em> a <em>pull<\/em><\/strong>. D'emp\u00e8nyer el producte al client al fet que el client tiri perqu\u00e8 l'empresa comercialitzi els productes que el consumidor necessita o desitja.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'objectiu era, \u00f2bviament, <strong>ajustar el llan\u00e7ament de productes<\/strong> (i la seva comunicaci\u00f3, canals, preus\u2026) al que el client volia i reduir els costos de llan\u00e7ament, nivells d'estoc, obsolets\u2026 \u00c9s a dir, ser m\u00e9s eficients ajustant l'oferta a la demanda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per aix\u00f2, i comen\u00e7ant pel client, <strong>segmentar, targetizar, con\u00e8ixer al client, dissenyar producte, definir el pricing, determinar canals de venda i comunicar<\/strong> son las misiones esenciales del departamento de marketing. A\u00fan as\u00ed, actualmente hemos de a\u00f1adir algunas responsabilidades que <strong>amplien la seva import\u00e0ncia dins de l'organigrama de l'empresa<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Actualment, a m\u00e9s de les responsabilitats anteriors, la missi\u00f3 fonamental del departament de m\u00e0rqueting \u00e9s acostar l'empresa al client (encara m\u00e9s), con\u00e8ixer-lo exhaustivament perqu\u00e8 l'empresa giri al voltant del client i adaptar el model de negoci (estructura comercial, operativa, etc\u2026) per a connectar amb ell, produir i fer-li arribar els productes i serveis necessaris i realitzar un seguiment continu per a millorar la seva satisfacci\u00f3, fidelitzaci\u00f3, i, per descomptat, la seva rendibilitat per a l'empresa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quines caracter\u00edstiques han de tenir el departament de m\u00e0rqueting en l'actualitat?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Tot part del client<\/strong>, hem de centrar els esfor\u00e7os a con\u00e8ixer al client, per a aix\u00f2 ser\u00e0 fonamental en totes les empreses el Big data.<\/li>\n\n\n\n<li>Ha de realitzar-se un <strong>seguiment continu<\/strong> per a disposar de <em>feed back<\/em> actualitzat dels clients, de la compet\u00e8ncia, del posicionament en el mercat\u2026<\/li>\n\n\n\n<li>El seu objectiu ha de ser reduir l'estafi to market i augmentar l'\u00e8xit dels llan\u00e7aments<\/li>\n\n\n\n<li><strong>Transversalitat<\/strong>: el departament de m\u00e0rqueting ha de tenir total responsabilitat sobre el disseny, producte, experi\u00e8ncia de compra, preu\u2026 passa a tenir una import\u00e0ncia cabdal dins de l'empresa.<\/li>\n\n\n\n<li>La <strong>coordinaci\u00f3<\/strong> (no jerarquia) amb el departament comercial ha de ser absoluta, permanent i bidireccional.<\/li>\n\n\n\n<li><strong>proactivitat<\/strong>: el departament de m\u00e0rqueting ha de liderar a l'empresa des del coneixement del client, \u201cobligant a mirar\u201d a la resta de departaments cap al client.<\/li>\n\n\n\n<li><strong>M\u00e0rqueting Digital<\/strong>: el conjunt d'eines que proporciona el m\u00e0rqueting digital, m\u00e9s enll\u00e0 d'un quadre de KPIs \u00e9s fonamental per al coneixement i el seguiment del client. Si encara no aquestes actualitzat en aquest aspecte, hauries de preocupar-te.<\/li>\n\n\n\n<li>Hem de maximitzar la fidelitzaci\u00f3 del client activant oportunitats i fent un seguiment del seu comportament de compra amb eines CRM i t\u00e0ctiques de fidelitzaci\u00f3 RFM, enfocant promocions, comunicacions, ofertes\u2026 segmentades a cada grup de clients<\/li>\n\n\n\n<li><strong>Inquietud<\/strong>: Proves, pilots, experi\u00e8ncies\u2026 han de ser paraules comunes en aquesta mena de departament, igual que revisi\u00f3 de resultats, ROIs, control de KPIs.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Per tot aix\u00f2, el departament de m\u00e0rqueting s'ha d'ocupar m\u00e9s del client que de \u201cmarketear\u201d els productes, i creiem que ha de passar a dir-se el departament de clients.<\/p>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"334\" src=\"https:\/\/test.improven.com\/wp-content\/uploads\/2025\/02\/CAT-PB-imagen-destacada-improven-17.png\" alt=\"c\u00f3mo generar crecimiento sostenible\" class=\"wp-image-11882\" srcset=\"https:\/\/test.improven.com\/wp-content\/uploads\/2025\/02\/CAT-PB-imagen-destacada-improven-17.png 1200w, https:\/\/test.improven.com\/wp-content\/uploads\/2025\/02\/CAT-PB-imagen-destacada-improven-17-300x131.png 300w, https:\/\/test.improven.com\/wp-content\/uploads\/2025\/02\/CAT-PB-imagen-destacada-improven-17-1024x445.png 1024w, https:\/\/test.improven.com\/wp-content\/uploads\/2025\/02\/CAT-PB-imagen-destacada-improven-17-768x334.png 768w, https:\/\/test.improven.com\/wp-content\/uploads\/2025\/02\/CAT-PB-imagen-destacada-improven-17-18x8.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Recordem que com m\u00e9s a prop est\u00e0s del client, majors solen ser els marges, per aix\u00f2 cobra tanta import\u00e0ncia <strong>mantenir aquesta proximitat<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tot aix\u00f2 <strong>sense perjudicar la imatge de l'empresa i el posicionament<\/strong> del mercat, \u00e9s a dir, defensant la marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A <strong>Improven<\/strong> tenim <a href=\"https:\/\/test.improven.com\/cat\/nostres-clients\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>experi\u00e8ncia en m\u00e9s de 100 clients<\/strong><\/a> en la <strong>optimitzaci\u00f3<\/strong> del model de negoci per a enfocar l'organitzaci\u00f3 cap al client. <strong>Parlem?<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Recordemos brevemente. Hace ya d\u00e9cadas que los departamentos de marketing se transformaron para orientar a la empresa a la satisfacci\u00f3n de las necesidades del cliente. Esto iba en contra de su cometido anterior. Comunicar y empujar los productos dise\u00f1ados por la empresa. El conocido cambio de push a pull. De empujar el producto al cliente [&hellip;]<\/p>","protected":false},"author":15,"featured_media":11880,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[131,19],"tags":[],"class_list":["post-3668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulo","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Del departamento de marketing al de clientes - Improven<\/title>\n<meta name=\"description\" content=\"El departamento de marketing se ha transformado para orientar a la empresa a la satisfacci\u00f3n de las necesidades del cliente\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Del departamento de marketing al de clientes - 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