L’Insight : levier de performance des ventes

Une approche culturelle et durable chez CPM.

Insight levier de performance commercialeDevenue une véritable agence de développement commercial selon Joost Van de Ven, Chief Development Officer chez CPM, la mission de CPM est aujourd’hui de trouver le point de convergence entre le consommateur, internet et l’utilisation du mobile et non plus uniquement d’effectuer des actions d’échantillonnages ou de merchandising.Il est important de comprendre que l’insight est un élément crucial dans le domaine de la vente et dans la mise en place d’une stratégie internationale. En effet, l’insight permet de mieux cerner les problématiques des clients, c’est pourquoi CPM en a fait sa priorité n°1. Active en Europe, en Amérique du Nord, en Australie et en Asie, CPM continue de développer son réseau à travers le monde. Afin de s’implanter et de s’adapter au mieux aux différentes coutumes, le groupe prend en compte deux atouts fondamentaux que sont le capital humain autrement dit les employés de CPM, les clients et les prospects. Il apparaît d’ailleurs indispensable de faire appel à des personnes locales pour gérer les missions opérationnelles à l’étranger de manière à ce que la partie exécutive soit faite par des personnes connaissant les coutumes.

CPM est également très impliquée dans la Responsabilité sociétale des entreprises ainsi que dans le développement durable : en témoigne la création d’un système de management répondant aux exigences des normes ISO 9001 et ISO 14001 qui s’applique aux activités du siège social et des équipes terrain.

Grâce à l’intérêt que le groupe porte au mix « insight-vente » qui devient indispensable, l’avenir de CPM s’annonce prometteur. En effet, bien que nous traversions une période de crise, quelques opportunités se profilent :

  • Les clients veulent faire des affaires avec des partenaires solides et forts avec une expérience avérée
  • L’externalisation des ventes est de plus en plus utilisée dans l’objectif de gagner en flexibilité, de réduire les coûts et d’acquérir de nouvelles compétences.
  • Les ventes et l’insight doivent donc pleinement intégrer les « aspects d’internationalisation » dans le but d’assurer la pérennité de l’entreprise.

Retrouvez l’article original ci-dessous :

Insight drives sales.

Insight on cultural and sustainable aspects at CPM

CPM international

If it isn’t there it can’t be bought’. That was the idea behind the start of CPM as a field marketing company in 1936. Field marketing is about presenting, demonstrating and sampling products to potential customers. Nowadays field marketing is not the right word anymore for CPM’s business. According to Joost van de Ven, Chief Development officer at CPM, it now is a real sales developing agency. It’s not only about sampling or merchandising anymore, but the right mix between people, internet and phones. CPM’s mission is to grow their clients business by using Insight to create Influence and drive Sales. For 2012 CPM expects to drive incremental sales, make more than 20 million calls in the retail sector, having 9.3 million customer conversations through their contact centers and doing 810.000 demonstrations / samples. They work for a wide range of clients including fashion brands like Nike.
Insight is very important in the sales business and also in the internalization strategy for expanding their business in other countries. At this moment CPM is active in Europe, North America, Australia and Asia and still expanding. The expansion begun when CPM was taken over by Omnicom, a global, leading, marketing communications group, in 1980. Expansion in Europe is created, by the Uppsale model, with an incremental approach, following their customers. In new countries, which CPM is less familiar with, they work together with local agencies as in the Network Theory.

Insight on cultural differences

Why is Insight also important in internationalization? CPM defines two basic assets that are the most important: people and clients. This automatically means that expanding in other cultures needs adaption of cultural aspects. In overseas business they normally use local employees in the middle management and the operational teams because the execution needs to be done by people who know the local cultural aspects.

Insight on Corporate Social Responsibility

According to Bob’s Willard his 5 stage sustainability journey, CPM is in stage 4, being an integrated strategy and stage 5, as it is also value-driven by the CEO. CPM is a very CSR minded company as it is shows in their UK Environmental Policy. It is an hot topic according to Joost van de Ven. Besides the objects of reducing carbon emissions, reducing consumption of natural resources and increasing, recycling and reduce waste they do more. They understand their environmental impact and aim to work with their clients and suppliers in a sustainable manner to improve their environmental improvement. Their policy meets the needs of CPM and does not compromise on future generations meeting theirs.

An environmental policy also needs managing. CPM created a management system that comply the requirements of the ISO 9001 quality management system and the ISO 14001 environmental management system. The scope of the management system includes the activities at the head office and their field teams.

Insight in the future

The future looks good for CPM. Although being in a crisis in Europe there are opportunities. Potential clients want to do business with solid, strong partners with a proven track record that match their needs. In addition to this companies are much more cost-conscious today. More companies will outsource sales with the benefits of flexibility, lower costs and higher turnover by buying in knowledge and skills.

There are also opportunities in technological developments. Internet and especially internet applications on smartphones bring advantages in Insight and developing Sales. It decreases physical distances and provide instant information and Insight. It supports the CSR policy of CPM and their expansion strategy. Sales and Insight become more internationally driven!