{"id":114890,"date":"2025-09-02T09:33:52","date_gmt":"2025-09-02T07:33:52","guid":{"rendered":"https:\/\/www.akeron.com\/vulki\/?p=114890"},"modified":"2025-09-02T10:29:25","modified_gmt":"2025-09-02T08:29:25","slug":"remuneration-variable-economie-abonnement","status":"publish","type":"post","link":"https:\/\/www.akeron.com\/vulki\/fr\/remuneration-variable-economie-abonnement\/","title":{"rendered":"Vente d\u2019abonnements : quelle r\u00e9mun\u00e9ration variable pour les forces de vente ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"114890\" class=\"elementor elementor-114890\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ee9ea2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ee9ea2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-949bfe4\" data-id=\"949bfe4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-51b787f elementor-widget elementor-widget-text-editor\" data-id=\"51b787f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Dans le contexte\u00a0 actuel, domin\u00e9 par des mod\u00e8les de vente par abonnement et des parcours clients de plus en plus complexes, les logiques traditionnelles de r\u00e9mun\u00e9ration variable \u00e9voluent. Les entreprises doivent repenser en profondeur la r\u00e9mun\u00e9ration commerciale, en passant d&rsquo;une approche transactionnelle \u00e0 une approche orient\u00e9e vers la relation, la fid\u00e9lisation et la collaboration entre \u00e9quipes.<\/p><h5><strong>Le changement impos\u00e9 par l&rsquo;\u00e9conomie de l&rsquo;abonnement :<\/strong><\/h5><p class=\"whitespace-normal break-words\">Dans le mod\u00e8le traditionnel, la vente \u00e9tait un \u00e9v\u00e9nement ponctuel : le vendeur recevait une commission unique sur la vente. Dans l&rsquo;\u00e9conomie de l&rsquo;abonnement, la valeur se r\u00e9partit dans le temps. La relation avec le client ne se termine pas avec la vente, mais se poursuit et se d\u00e9veloppe.<\/p><p class=\"whitespace-normal break-words\">Nouvelles logiques de r\u00e9mun\u00e9ration variable :<\/p><ul><li><strong>Commissions r\u00e9currentes :<\/strong> calcul\u00e9es sur l&rsquo;Annual Contract Value (ACV) ou sur la r\u00e9tention du client.<\/li><li><strong>Primes bas\u00e9es sur la CLV<\/strong> (Customer Lifetime Value) : r\u00e9mun\u00e9ration variable qui refl\u00e8te la dur\u00e9e de la relation et la valeur globale g\u00e9n\u00e9r\u00e9e dans le temps.<\/li><li><strong>Focus sur la qualit\u00e9 et la durabilit\u00e9 :<\/strong> les vendeurs sont incit\u00e9s \u00e0 s\u00e9lectionner des clients avec un fort potentiel de renouvellement, r\u00e9duisant le taux de churn.<\/li><\/ul><h5>\u00a0<\/h5><h5><strong>Upselling, cross-selling et collaboration post-vente :<\/strong><\/h5><p class=\"whitespace-normal break-words\">Le succ\u00e8s dans l&rsquo;\u00e9conomie de l&rsquo;abonnement d\u00e9pend de la capacit\u00e9 \u00e0 \u00e9tendre et consolider la valeur du compte dans le temps. Pour cette raison, la r\u00e9mun\u00e9ration variable doit r\u00e9compenser non seulement l&rsquo;acquisition, mais aussi le renouvellement, l&rsquo;expansion et l&rsquo;adoption du produit. De plus, la collaboration entre sales et customer success devient cruciale. Les mod\u00e8les de r\u00e9mun\u00e9ration commerciale doivent refl\u00e9ter cette approche partag\u00e9e, en r\u00e9compensant \u00e9galement le support post-vente.<\/p><h5>\u00a0<\/h5><h5><strong>L&rsquo;omnicanalit\u00e9 et la complexit\u00e9 de la vente moderne :<\/strong><\/h5><p class=\"whitespace-normal break-words\">Aujourd&rsquo;hui, le client peut commencer un parcours dans un canal et le terminer dans un autre : il teste le produit en magasin, l&rsquo;ach\u00e8te en ligne, re\u00e7oit une assistance via call center. Cela entra\u00eene un changement radical dans les mod\u00e8les de r\u00e9mun\u00e9ration variable, avec de nouveaux d\u00e9fis \u00e0 relever :<\/p><ul class=\"[&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc space-y-1.5 pl-7\"><li class=\"whitespace-normal break-words\"><strong>Attribution multitouch :<\/strong> les syst\u00e8mes de performance commerciale doivent reconna\u00eetre les contributions multiples \u00e0 la vente (g\u00e9n\u00e9ration de leads, cl\u00f4ture, post-vente).<\/li><li class=\"whitespace-normal break-words\"><strong>Suivi avanc\u00e9 des KPI :<\/strong> il faut int\u00e9grer les donn\u00e9es du CRM, e-commerce, POS, service client et marketing automation.<\/li><li class=\"whitespace-normal break-words\"><strong>Gestion \u00e9quitable des canaux :<\/strong> \u00e9viter les conflits entre ventes directes et indirectes, en adoptant des mod\u00e8les de partage de revenus ou de pool de r\u00e9mun\u00e9ration.<\/li><\/ul><p class=\"whitespace-normal break-words\">Ainsi, dans un contexte toujours plus complexe et dynamique, un mod\u00e8le de r\u00e9mun\u00e9ration commerciale efficace doit :<\/p><ul class=\"[&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc space-y-1.5 pl-7\"><li class=\"whitespace-normal break-words\"><strong>r\u00e9compenser<\/strong> l&rsquo;acquisition durable et la r\u00e9tention ;<\/li><li class=\"whitespace-normal break-words\"><strong>int\u00e9grer<\/strong> les donn\u00e9es et reconna\u00eetre toutes les contributions au parcours client ;<\/li><li class=\"whitespace-normal break-words\"><strong>\u00e9quilibrer<\/strong> la r\u00e9mun\u00e9ration variable entre canaux et \u00e9quipes ;<\/li><li class=\"whitespace-normal break-words\"><strong>valoriser<\/strong> non seulement la premi\u00e8re vente, mais aussi la qualit\u00e9 de la relation.<\/li><\/ul><p class=\"whitespace-normal break-words\">\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dc1439b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"dc1439b\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec4ff5e elementor-widget elementor-widget-heading\" data-id=\"ec4ff5e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Vulky by Akeron <br>\nSales Performance Management<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34d6b3d elementor-widget elementor-widget-text-editor\" data-id=\"34d6b3d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center\"><strong>Gr\u00e2ce \u00e0 des outils comme Vulki by Akeron, les entreprises peuvent concevoir des mod\u00e8les de r\u00e9mun\u00e9ration variable modernes, omnicanaux et fond\u00e9s sur les donn\u00e9es, capables de stimuler une croissance r\u00e9ellement durable.<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bd6ecbf elementor-widget elementor-widget-spacer\" data-id=\"bd6ecbf\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d2bb4d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d2bb4d5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2ebe48d6\" data-id=\"2ebe48d6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e4ea4ef elementor-widget elementor-widget-image\" data-id=\"5e4ea4ef\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.akeron.com\/vulki\/fr\/publications\/5-regles-pour-construire-un-plan-de-remuneration-variable-efficace\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/Template_post-3-300x300.jpg\" class=\"attachment-medium size-medium wp-image-114860\" alt=\"\" srcset=\"https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/Template_post-3-300x300.jpg 300w, https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/Template_post-3-1024x1024.jpg 1024w, https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/Template_post-3-150x150.jpg 150w, https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/Template_post-3-768x768.jpg 768w, https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/Template_post-3-1536x1536.jpg 1536w, https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/Template_post-3-700x700.jpg 700w, https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/Template_post-3.jpg 1600w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-35b0ac99\" data-id=\"35b0ac99\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-347f9379 elementor-widget elementor-widget-image\" data-id=\"347f9379\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.akeron.com\/vulki\/fr\/publications\/simplification-de-la-gestion-des-bonus-chez-bel-france\/\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/carosello-cs-bel_FR_01-1-300x300-1.jpg\" class=\"attachment-large size-large wp-image-114844\" alt=\"\" srcset=\"https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/carosello-cs-bel_FR_01-1-300x300-1.jpg 300w, https:\/\/www.akeron.com\/vulki\/wp-content\/uploads\/sites\/2\/2025\/07\/carosello-cs-bel_FR_01-1-300x300-1-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Dans le contexte\u00a0 actuel, domin\u00e9 par des mod\u00e8les de vente par abonnement et des parcours clients de plus en plus complexes, les logiques traditionnelles de r\u00e9mun\u00e9ration variable \u00e9voluent. Les entreprises doivent repenser en profondeur la r\u00e9mun\u00e9ration commerciale, en passant d&rsquo;une approche transactionnelle \u00e0 une approche orient\u00e9e vers la relation, la fid\u00e9lisation et la collaboration entre [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":114907,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[291],"tags":[],"post_folder":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>R\u00e9mun\u00e9ration variable : s&#039;adapter \u00e0 l&#039;\u00e9conomie de l&#039;abonnement<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment adapter la r\u00e9mun\u00e9ration commerciale \u00e0 l&#039;\u00e9conomie de l&#039;abonnement : CLV, commissions r\u00e9currentes et approche omnicanale.\" \/>\n<meta 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