[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.manuristrategies.com\/blog\/2025\/09\/27\/quand-les-ventes-ralentissent-couper-le-marketing-cest-accelerer-la-chute\/#BlogPosting","mainEntityOfPage":"https:\/\/www.manuristrategies.com\/blog\/2025\/09\/27\/quand-les-ventes-ralentissent-couper-le-marketing-cest-accelerer-la-chute\/","headline":"Quand les ventes ralentissent, couper le marketing, c\u2019est acc\u00e9l\u00e9rer la chute","name":"Quand les ventes ralentissent, couper le marketing, c\u2019est acc\u00e9l\u00e9rer la chute","description":"Couper son budget marketing en p\u00e9riode d\u2019incertitude \u00e9conomique ou de ralentissement des ventes, ce n\u2019est pas r\u00e9duire ses co\u00fbts intelligemment, c\u2019est freiner sa croissance.\u00a0C\u2019est justement au moment o\u00f9 le march\u00e9 ralentit qu\u2019il faut investir et solidifier sa position. Un dirigeant qui voit le marketing comme une d\u00e9pense a d\u00e9j\u00e0 perdu Un consultant marketing m\u2019a r\u00e9cemment demand\u00e9 conseil pour savoir comment j\u2019arrivais \u00e0 convaincre un dirigeant d\u2019entreprise qu\u2019il devait investir en marketing.\u00a0Ma r\u00e9ponse est claire : un dirigeant d\u2019entreprise qui pense que le marketing est une d\u00e9pense a d\u00e9j\u00e0 perdu. Deux visions du marketing. Deux r\u00e9sultats. Dans mes 20+ ann\u00e9es d\u2019exp\u00e9rience en marketing et en entrepreneuriat, j\u2019ai observ\u00e9 un sch\u00e9ma r\u00e9current :\u00a0Les entreprises qui prosp\u00e8rent voient le marketing comme un moteur de croissance (m\u00eame en p\u00e9riode difficile).Les entreprises qui stagnent voient le marketing comme un centre de co\u00fbts \u00e0 r\u00e9duire.\u00a0\u00a0L\u2019an dernier, j\u2019ai accompagn\u00e9 deux entreprises du m\u00eame secteur. L\u2019une a coup\u00e9 son budget marketing de 60 % face \u00e0 l\u2019incertitude \u00e9conomique. L\u2019autre a maintenu ses investissements en r\u00e9orientant sa strat\u00e9gie.\u00a0R\u00e9sultats :Six mois plus tard, la premi\u00e8re perdait 35 % de parts de march\u00e9.La seconde augmentait son pipeline de ventes de 22 %. Le marketing n\u2019est pas un luxe, m\u00eame en p\u00e9riode difficile La morale de cette histoire ? Le marketing n\u2019est pas un luxe r\u00e9serv\u00e9 aux p\u00e9riodes fastes. C\u2019est un investissement strat\u00e9gique qui, bien pilot\u00e9, g\u00e9n\u00e8re des retomb\u00e9es mesurables.","datePublished":"2025-09-27","dateModified":"2025-09-27","author":{"@type":"Person","@id":"https:\/\/www.manuristrategies.com\/blog\/author\/yannickmanurimedia-com\/#Person","name":"Manuri Strat\u00e9gies | Yannick Manuri","url":"https:\/\/www.manuristrategies.com\/blog\/author\/yannickmanurimedia-com\/","identifier":3,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ff96bfccbfee82ace16f1445c10bf5c7b48abd14370162c116e78416b69f8c84?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ff96bfccbfee82ace16f1445c10bf5c7b48abd14370162c116e78416b69f8c84?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"Manuri Strat\u00e9gies | Yannick Manuri","logo":{"@type":"ImageObject","@id":"https:\/\/www.manuristrategies.com\/wp-content\/uploads\/2022\/12\/manuri_logo_250x250.png","url":"https:\/\/www.manuristrategies.com\/wp-content\/uploads\/2022\/12\/manuri_logo_250x250.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.manuristrategies.com\/wp-content\/uploads\/2025\/09\/investir-ou-coupure-marketing.jpg","url":"https:\/\/www.manuristrategies.com\/wp-content\/uploads\/2025\/09\/investir-ou-coupure-marketing.jpg","height":768,"width":1280},"url":"https:\/\/www.manuristrategies.com\/blog\/2025\/09\/27\/quand-les-ventes-ralentissent-couper-le-marketing-cest-accelerer-la-chute\/","about":["General"],"wordCount":274},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Blog","item":"https:\/\/www.manuristrategies.com\/blog\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"2025","item":"https:\/\/www.manuristrategies.com\/blog\/\/2025\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"09","item":"https:\/\/www.manuristrategies.com\/blog\/\/2025\/\/09\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"27","item":"https:\/\/www.manuristrategies.com\/blog\/\/2025\/\/09\/\/27\/#breadcrumbitem"},{"@type":"ListItem","position":5,"name":"Quand les ventes ralentissent, couper le marketing, c\u2019est acc\u00e9l\u00e9rer la chute","item":"https:\/\/www.manuristrategies.com\/blog\/2025\/09\/27\/quand-les-ventes-ralentissent-couper-le-marketing-cest-accelerer-la-chute\/#breadcrumbitem"}]}]