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10, 2026","tag":{"tagText":"Solutions par secteur","tagColor":"#C54985"},"title":{"lines":["Des expérimentations IA à l’impact commercial : le bilan d’Expedition 2026 pour les responsables des revenus"],"type":"heading2",":type":"snowflake-site/components/title-v2"},":type":"snowflake-site/components/blog/blog-hero"},"container":{"layout":"RESPONSIVE_GRID","columnCount":12,"columnClassNames":{},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","id":"container-fb7741df87",":type":"snowflake-site/components/container",":items":{},":itemsOrder":[]},"button":{"id":"button-7969bb13ec","showOutboundIcon":false,"linkTargetContentType":"GENERIC","linkType":"UNKNOWN",":type":"snowflake-site/components/button"}},":itemsOrder":["blog_hero","container","button"]},"responsivegrid_content":{"columnCount":12,"columnClassNames":{"blog_component_24":"aem-GridColumn aem-GridColumn--default--12","blog_component_23":"aem-GridColumn aem-GridColumn--default--12","blog_component_11":"aem-GridColumn aem-GridColumn--default--12","blog_component_10":"aem-GridColumn aem-GridColumn--default--12","blog_component_1":"aem-GridColumn aem-GridColumn--default--12","blog_component_2":"aem-GridColumn aem-GridColumn--default--12","blog_component_0":"aem-GridColumn aem-GridColumn--default--12","blog_component_5":"aem-GridColumn aem-GridColumn--default--12","blog_component_6":"aem-GridColumn aem-GridColumn--default--12","blog_component_3":"aem-GridColumn aem-GridColumn--default--12","blog_component_4":"aem-GridColumn aem-GridColumn--default--12","blog_component_9":"aem-GridColumn aem-GridColumn--default--12","blog_component_19":"aem-GridColumn aem-GridColumn--default--12","blog_component_18":"aem-GridColumn aem-GridColumn--default--12","blog_component_7":"aem-GridColumn aem-GridColumn--default--12","blog_component_17":"aem-GridColumn aem-GridColumn--default--12","blog_component_8":"aem-GridColumn aem-GridColumn--default--12","blog_component_16":"aem-GridColumn aem-GridColumn--default--12","blog_component_15":"aem-GridColumn aem-GridColumn--default--12","blog_component_14":"aem-GridColumn aem-GridColumn--default--12","blog_component_13":"aem-GridColumn aem-GridColumn--default--12","blog_component_12":"aem-GridColumn aem-GridColumn--default--12","blog_component_22":"aem-GridColumn aem-GridColumn--default--12","blog_component_21":"aem-GridColumn aem-GridColumn--default--12","blog_component_20":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","appliedCssClassNames":"snowflake-layout-container-inner-padding-small",":items":{"blog_component_0":{"id":"blog-text-e1d6ae94aa","text":"\u003Cp\u003ELa plupart des organisations commerciales ont déjà mené un projet pilote d’IA. Beaucoup ont vu une initiative prometteuse s’enliser une fois déployée sur le terrain. Pour les responsables commerciaux, la question est désormais de savoir comment inscrire durablement l’IA dans les usages.\u003C/p\u003E\r\n\u003Cp\u003ELors du deuxième jour d’\u003Ca href=\"https://www.snowflake.com/en/expedition/\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EExpedition 2026\u003C/a\u003E, les responsables des équipes chargées des revenus chez Snowflake, Canva et OpenAI ont expliqué les changements opérés pour faire passer l’IA du stade expérimental aux pratiques commerciales quotidiennes. Leurs réponses portent moins sur les modèles que sur l’organisation des équipes commerciales, la définition des données clients et l’évolution des acheteurs eux-mêmes.\u003C/p\u003E\r\n\u003Cp\u003EVous n’avez pas pu assister à Expedition, ou vous souhaitez vous rafraîchir la mémoire ? Voici sept sessions particulièrement utiles aux chief revenue officers, aux responsables commerciaux et aux cadres RevOps. Vous pouvez également \u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda/?fu=leadersfinance\" target=\"_blank\" rel=\"noopener noreferrer\"\u003Econsulter l’intégralité du parcours destiné aux responsables marketing et commerciaux\u003C/a\u003E pour découvrir d’autres sessions stratégiques et techniques sur l’intégration de l’IA aux workflows de votre équipe.\u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_1":{"id":"blog-title-ab6c83b2d1","propertiesId":"depasser-le-stade-pilote-de-lia-adoption-responsabilites-et-workflows","type":"heading2","lines":["Dépasser le stade pilote de l’IA : adoption, responsabilités et workflows"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_2":{"id":"blog-text-926cfb1e02","text":"\u003Cp\u003ELe déploiement à grande échelle de l’IA dans les ventes dépend de décisions qui relèvent de la direction des revenus : quels problèmes résoudre en priorité, qui est responsable des résultats et comment faire évoluer le quotidien des équipes commerciales. Ces trois sessions répondent directement à ces questions.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_3":{"id":"blog-title-4260a10908","propertiesId":"mettre-en-place-un-modele-operationnel-sales-et-marketing-centre-sur-lia","type":"heading3","lines":["Mettre en place un modèle opérationnel sales et marketing centré sur l’IA"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_4":{"id":"blog-text-288af67539","text":"\u003Cp\u003ECette keynote constitue un excellent point de départ, car elle présente l’adoption de l’IA comme un choix de modèle opérationnel que les directions commerciale et marketing doivent faire ensemble. Jon Beaulier, Chief Revenue Officer de Snowflake, et Denise Persson, Chief Marketing Officer, expliquent comment associer les équipes, les données métier partagées et des responsabilités claires pour mettre l’IA au service de toute l’organisation chargée des revenus. Ils montrent en direct comment Snowflake CoWork répond aux questions métier et partagent les enseignements tirés par les équipes de Snowflake sur l’adoption et la mesure des résultats. Rob Giglio, Chief Customer Officer chez \u003Ca href=\"https://www.canva.com/\" target=\"_blank\" rel=\"noopener noreferrer\"\u003ECanva\u003C/a\u003E, apporte son point de vue sur la direction des équipes en contact avec les clients et le rapprochement du marketing et des ventes.\u003C/p\u003E\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991991\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EDemandez « Setting Up an AI-First Sales and Marketing Operating Model » (Mettre en place un modèle opérationnel sales et marketing centré sur l’IA).\u003C/a\u003E\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_5":{"id":"blog-title-d9e798f3b0","propertiesId":"au-dela-du-projet-pilote-le-guide-des-responsables-commerciaux-pour-reussir-la-transformation-par-lia","type":"heading3","lines":["Au-delà du projet pilote : le guide des responsables commerciaux pour réussir la transformation par l’IA"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_6":{"id":"blog-text-529ae9b07c","text":"\u003Cp\u003EL’IA peut améliorer la productivité des équipes commerciales, accélérer la conclusion des affaires et élargir la couverture des comptes. Pourtant, de nombreuses organisations peinent à dépasser le stade pilote. Sait Izmit, Director of Product Management chez Snowflake, explique que les principaux obstacles sont généralement la fragmentation des données, la multiplication des outils, le manque de clarté des responsabilités et des workflows structurés autour des silos existants. Son guide explique comment sélectionner les problèmes métier qui méritent d’être résolus, consolider les fondations de données, gouverner l’expérience utilisateur et conduire les changements nécessaires pour inscrire durablement l’IA dans les usages. Les responsables commerciaux y trouveront une checklist utile pour évaluer les initiatives déjà inscrites à leur feuille de route.\u003C/p\u003E\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991985\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EDemandez « Beyond the Pilot: A Sales Leader's Playbook for AI Transformation » (Au-delà du projet pilote : le guide des responsables commerciaux pour réussir la transformation par l’IA).\u003C/a\u003E\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_7":{"id":"blog-title-a7b7148fd7","propertiesId":"customer-zero-comment-snowflake-a-donne-aux-equipes-commerciales-une-vision-a-360","type":"heading3","lines":["Customer Zero : comment Snowflake a donné aux équipes commerciales une vision à 360°"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_8":{"id":"blog-text-fe58823266","text":"\u003Cp\u003ESnowflake a développé Raven, son assistant marketing et commercial, pour fournir aux équipes responsables des comptes des réponses fiables à partir des données et connaissances commerciales, afin qu’elles consacrent davantage de temps aux clients. Dans cette session, Sait Izmit montre comment les équipes commerciales de Snowflake utilisent Raven pour dégager des informations clés et effectuer des analyses stratégiques, mais aussi comment les actions agentiques facilitent les workflows courants. Sait Izmit livre aux responsables commerciaux un témoignage sans détour sur les moyens employés pour gagner la confiance des équipes, notamment l’attention portée à la qualité des réponses. Il explique également comment l’assistant s’est enrichi après son lancement et comment les retours ont guidé les itérations.\u003C/p\u003E\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991990\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EDemandez « Customer Zero: How Snowflake Empowered Sellers with 360 Sales Intelligence » (Customer Zero : comment Snowflake a donné aux équipes commerciales une vision à 360°).\u003C/a\u003E\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_9":{"id":"blog-title-fe5ffe3d34","propertiesId":"creer-une-source-unique-de-verite-pour-lequipe-chargee-des-revenus","type":"heading2","lines":["Créer une source unique de vérité pour l’équipe chargée des revenus"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_10":{"id":"blog-text-85516b62a4","text":"\u003Cp\u003ELorsque les agents d’IA commencent à répondre aux questions sur le pipeline, les ventes comptabilisées ou l’attribution, chaque incohérence de définition devient visible par les décisionnaires. Ces deux sessions expliquent comment créer des données et un contexte partagés qui permettent aux agents de fournir des résultats fiables pour les ventes, le marketing et les RevOps.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_11":{"id":"blog-title-64f0dd1c7d","propertiesId":"une-source-unique-de-verite-pour-le-marketing-les-ventes-et-les-revops-les-donnees-et-le-contexte-derriere-chaque-reponse","type":"heading3","lines":["Une source unique de vérité pour le marketing, les ventes et les RevOps : les données et le contexte derrière chaque réponse"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_12":{"id":"blog-text-d6df341a54","text":"\u003Cp\u003ELe marketing, les ventes et les RevOps donnent souvent des sens différents aux mêmes termes, une situation que les équipes tolèrent jusqu’à ce que les agents commencent à produire des réponses fondées sur ces définitions incohérentes. Florian Delval, Principal Product Marketing for AI and Marketing chez Snowflake, explique comment une base de données gouvernées, associée au contexte métier qui définit la signification de chaque chiffre, permet à toutes les équipes d’une organisation d’obtenir la même réponse. Il précise également qui doit être responsable de cette base de données et comment la gouverner. Cette session intéressera particulièrement les VP RevOps et les responsables des opérations marketing et commerciales qui doivent déterminer à qui confier la responsabilité des définitions liées aux revenus.\u003C/p\u003E\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991987\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EDemandez « One Source of Truth for Marketing, Sales, and RevOps: The Data and Context Behind Every Answer » (Une source unique de vérité pour le marketing, les ventes et les RevOps : les données et le contexte derrière chaque réponse).\u003C/a\u003E\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_13":{"id":"blog-title-118af538f4","propertiesId":"le-veritable-roi-marketing-comment-canva-mesure-les-leviers-qui-stimulent-reellement-la-croissance","type":"heading3","lines":["Le véritable ROI marketing : comment Canva mesure les leviers qui stimulent réellement la croissance"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_14":{"id":"blog-text-f62cac43f7","text":"\u003Cp\u003EDe nombreux tableaux de bord d’attribution créditent les canaux de ventes qui se seraient conclues de toute façon. Myles Younger, Chief Growth Officer chez \u003Ca href=\"https://uof.digital/\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EU of Digital\u003C/a\u003E, et Matthew Castino, Marketing Measurement Science Lead chez \u003Ca href=\"https://www.canva.com/\" target=\"_blank\" rel=\"noopener noreferrer\"\u003ECanva\u003C/a\u003E, expliquent comment Canva a remplacé les rapports d’attribution statiques par des expériences avec groupes témoins et un modèle de mesure unifié basé sur Snowflake. Même si cette session s’adresse avant tout aux spécialistes du marketing, elle intéressera aussi les responsables des revenus. Une vision fiable des leviers qui alimentent le pipeline offre en effet aux ventes et au marketing une base commune pour la planification, les prévisions et les discussions budgétaires.\u003C/p\u003E\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991988\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EDemandez « Real Marketing ROI: How Canva Measures What Actually Drives Growth » (Le véritable ROI marketing : comment Canva mesure les leviers qui stimulent réellement la croissance).\u003C/a\u003E\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_15":{"id":"blog-title-c5218f17b5","propertiesId":"les-acheteurs-changent","type":"heading2","lines":["Les acheteurs changent"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_16":{"id":"blog-text-9023e2ad09","text":"\u003Cp\u003EL’IA transforme la façon dont les clients recherchent, comparent et choisissent leurs fournisseurs. Les équipes commerciales doivent tenir compte de ces nouveaux comportements et adapter en conséquence leurs méthodes, ainsi que leur utilisation de l’IA. Ces deux sessions analysent leurs implications sur la façon dont les équipes chargées des revenus interagissent avec les acheteurs et déploient les agents à grande échelle de manière responsable.\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_17":{"id":"blog-title-89833351c5","propertiesId":"et-si-votre-prochain-client-etait-un-agent-lavenir-de-lia-dans-le-marketing-et-les-ventes-aux-entreprises","type":"heading3","lines":["Et si votre prochain client était un agent ? L’avenir de l’IA dans le marketing et les ventes aux entreprises"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_18":{"id":"blog-text-6fc57ab023","text":"\u003Cp\u003EColin Fleming, CMO, Business chez \u003Ca href=\"https://openai.com/\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EOpenAI\u003C/a\u003E, rejoint Denise Persson, CMO de Snowflake, pour discuter d’un processus d’achat dans lequel les agents d’IA consultent le contenu des fournisseurs, synthétisent les options et réduisent la liste des candidats bien avant qu’une personne ne visite un site web ou ne contacte une équipe commerciale. Ils examinent l’évolution de la relation client lorsque l’acheteur et l’équipe commerciale disposent tous deux d’agents, ainsi que la transformation du marketing et des ventes en un système de croissance continu qui privilégie les opportunités à plus forte valeur. Les CRO qui planifient leurs modèles de couverture et leurs stratégies commerciales pour les prochaines années trouveront dans cet échange un aperçu précieux de l’avenir.\u003C/p\u003E\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991992\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EDemandez « When Your Next Customer Is an Agent: The Road Ahead for AI in Enterprise Marketing and Sales » (Et si votre prochain client était un agent ? L’avenir de l’IA dans le marketing et les ventes aux entreprises).\u003C/a\u003E\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_19":{"id":"blog-title-3981f67a8b","propertiesId":"etat-des-lieux-de-lia-dentreprise-deployer-a-grande-echelle-la-nouvelle-generation-dagents","type":"heading3","lines":["État des lieux de l’IA d’entreprise : déployer à grande échelle la nouvelle génération d’agents"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_20":{"id":"blog-text-3eb235e7f1","text":"\u003Cp\u003EL’IA d’entreprise ne se limite plus à accélérer des tâches simples : elle s’appuie désormais sur des agents capables d’exécuter des workflows complexes sur de longues périodes. Pavan Pothukuchi, Director of Product Management chez Snowflake, présente les obstacles qui freinent le déploiement à grande échelle de ces agents, notamment l’absence de contexte métier, une gouvernance insuffisante, la hausse des coûts et la fragmentation des écosystèmes. Il explique également comment la plateforme Snowflake y répond. Les responsables des revenus qui évaluent des agents d’IA pour les ventes sauront ainsi quelles questions poser à leurs partenaires technologiques avant de les déployer sur le terrain.\u003C/p\u003E\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991977\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EDemandez « State of Enterprise AI: Scaling the Next Frontier of Agents » (État des lieux de l’IA d’entreprise : déployer à grande échelle la nouvelle génération d’agents).\u003C/a\u003E\u003C/p\u003E","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_21":{"id":"blog-title-d660dde108","propertiesId":"des-sessions-a-partager-avec-votre-equipe-data-marketing-et-commerciale","type":"heading2","lines":["Des sessions à partager avec votre équipe data marketing et commerciale"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_22":{"id":"blog-text-e3e69da731","text":"\u003Cp\u003EDéfinir une stratégie de workflows commerciaux et de revenus centrés sur l’IA constitue le point de départ ; vient ensuite la création des agents et des outils d’IA. Lors du deuxième jour d’Expedition, le \u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?fu=buildersfinance\" target=\"_blank\" rel=\"noopener noreferrer\"\u003Eparcours Builders consacré au marketing et à la vente\u003C/a\u003E a montré aux data engineers, analytics engineers et revenue architects qui accompagnent les équipes marketing et commerciales comment créer ces fonctionnalités sur Snowflake, avec du code en direct et des démonstrations. Voici quelques sessions à partager avec vos partenaires data RevOps et GTM.\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cb\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991979\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EBuild One Source of Truth for Sales and Marketing Teams\u003C/a\u003E\u003C/b\u003E (Créer une source unique de vérité pour les équipes commerciales et marketing) explique comment modéliser des définitions partagées des revenus à l’aide de vues sémantiques.\u003C/li\u003E\r\n\u003Cli\u003E\u003Cb\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991983\" target=\"_blank\" rel=\"noopener noreferrer\"\u003EBuild a Governed Sales Agent with Snowflake CoCo\u003C/a\u003E\u003C/b\u003E (Créer un agent commercial gouverné avec Snowflake CoCo) présente pas à pas la création d’un agent commercial qui respecte les politiques d’accès aux données.\u003C/li\u003E\r\n\u003Cli\u003E\u003Cb\u003E\u003Ca href=\"https://www.snowflake.com/en/expedition/ams/agenda?agendaPath=session/1991984\" target=\"_blank\" rel=\"noopener noreferrer\"\u003ECampaign Planning, Simplified: Build It with CoCo, Ask It with CoWork\u003C/a\u003E\u003C/b\u003E (Planification des campagnes simplifiée : créez avec CoCo, interrogez avec CoWork) est un atelier pratique de 60 minutes durant lequel les équipes de développement et les utilisateurs métier transforment des données marketing fragmentées en une base prête pour l’IA. Toute l’équipe peut ensuite l’interroger à l’aide de Snowflake CoCo, Semantic Views et Cortex Agent.\u003C/li\u003E\r\n\u003C/ul\u003E\r\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_component_23":{"id":"blog-title-7dd35d6fca","propertiesId":"a-retenir-dexpedition-2026-pour-les-responsables-revenus-commencez-par-concretiser-un-cas-dusage-de-lia","type":"heading2","lines":["À retenir d’Expedition 2026 pour les responsables revenus : commencez par concrétiser un cas d’usage de l’IA"],":type":"snowflake-site/components/blog/blog-title"},"blog_component_24":{"id":"blog-text-dc15cf4fdb","text":"\u003Cp\u003ELes responsables des revenus présents à Expedition 2026 se sont accordés sur un point de départ pragmatique : choisissez un workflow commercial aujourd’hui trop chronophage, alignez les ventes, le marketing et les RevOps sur les données qui le sous-tendent, puis mesurez les résultats. \u003Ca 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