{"id":4687,"date":"2022-08-20T19:42:37","date_gmt":"2022-08-21T00:42:37","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4687"},"modified":"2023-10-05T10:24:40","modified_gmt":"2023-10-05T15:24:40","slug":"gestion-comercial-que-preocupa-a-los-ceos","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2022\/08\/20\/gestion-comercial-que-preocupa-a-los-ceos\/","title":{"rendered":"Gesti\u00f3n comercial: \u00bfQu\u00e9 preocupa a los CEOs?"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-text-transform:none;\"><p><span data-contrast=\"auto\">En nuestro pa\u00eds y en el mundo, estamos inmersos en constantes cambios pol\u00edticos, sociales y econ\u00f3micos. Esto impacta a las compa\u00f1\u00edas y en la forma que se relacionan con sus p\u00fablicos de inter\u00e9s y sus consumidores. El incremento de la inflaci\u00f3n global, las tasas de inter\u00e9s m\u00e1s altas,\u00a0 las proyecciones econ\u00f3micas y las tensiones geopol\u00edticas entre EE.UU. y China deterioran las perspectivas de crecimiento. 4 reconocidos especialistas y docentes del IESE \u2013 Juli\u00e1n Villaueva, Luis Ferr\u00e1ndiz, Juan Manuel del Toro y Francisco Iniesta- han sistematizado las conversacciones con directivos y CEOs espa\u00f1oles en un an\u00e1lisis sobre el impacto de los cambios globales en las empresas y la gesti\u00f3n comercial.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Estas preocupaciones han sido tipificadas\u00a0 abordando desde los cambios en el consumo y la revoluci\u00f3n digital en ellos, hasta la visi\u00f3n de omnicanalidad\u00a0 y las nuevas estructuras de las<\/span><span data-contrast=\"auto\"> \u00e1reas de marketing y ventas.\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">El informe<span style=\"color: #003591;\">\u202f<\/span><\/span><span style=\"color: #003591;\"><a style=\"color: #003591;\" href=\"https:\/\/media.iese.edu\/research\/pdfs\/OP-0628.pdf\"><u>Inquietudes ante el nuevo panorama comercial<\/u><\/a><\/span><span data-contrast=\"auto\"> pone en primer lugar la preocupaci\u00f3n por los cambios en la gesti\u00f3n de la red de ventas. \u00bfQu\u00e9 cambiar y c\u00f3mo hacerlo? La visi\u00f3n h\u00edbrida es cada vez m\u00e1s elocuente. Una gesti\u00f3n comercial adaptativa, dentro de un entorno omnicananal, debe saber responder a compradores menos leales, en recesi\u00f3n, con mayor valoraci\u00f3n por el volumen, entre otros cambios m\u00e1s. En nuestro pa\u00eds, la recuperaci\u00f3n de h\u00e1bitos de compra presenciales impone desaf\u00edos, desde los log\u00edsticos hasta los de tecnolog\u00eda, ante las preferencias de nuevos interlocutores que demandan otro tipo de interacciones con canales de venta, pasarelas de pago, puntos de acceso de informaci\u00f3n, entre otros m\u00e1s.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A los CEOs les preocupa la nueva gesti\u00f3n de precios, el uso de la data y las nuevas tecnolog\u00edas, los entornos inciertos, el equilibrio presupuestal entre marketing y ventas, el futuro de la cadena de suministros, los retos de la omnicanalidad, el poder de la marca y la organizaci\u00f3n de la \u00e1reas de marketing y ventas, as\u00ed como su apertura a los cambios tecnol\u00f3gicos.\u00a0 Vale la pena revisar estas reflexiones.<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Fuente:<\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<p><span style=\"color: #003591;\"><a style=\"color: #003591;\" href=\"https:\/\/media.iese.edu\/research\/pdfs\/OP-0628.pdf\" target=\"_blank\" rel=\"noopener\"><u>https:\/\/media.iese.edu\/research\/pdfs\/OP-0628.pdf<\/u><\/a><\/span><span data-ccp-props=\"{\">\u00a0<\/span><\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4688,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-4687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-comerciales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gesti\u00f3n comercial: \u00bfQu\u00e9 preocupa a los CEOs? 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