Hypergrowth, industrialization, performance… the digital challenges of SMEs

Technology: Life, ManoMano, Allopneus and InWebo: four SMEs and four distinct, yet convergent, objectives sought in the deployment of an all-in-one solution in the cloud.

ManoMano is a perfect illustration of the digital transformation and uses that a large number of SMEs, whether pure web players or not, have been experiencing since 2020. Before Covid, the DIY marketplace had a turnover of 600 million euros. Post-Covid, this figure has been multiplied by two.

The e-merchant has seen an explosion in the number of its partner merchants, including very small businesses and SMEs. This community of merchants, its “engine”, is strategic for ManoMano, which has therefore equipped itself to manage and support this relationship.

For several years now, the company has been using the software suite of the publisher Zoho.

Evolving processes adapted to hypergrowth


The main challenge facing the e-merchant is “hypergrowth,” says Xavier Attala, lead sales operator. Year after year, the company has almost doubled its number of merchants, business volume and employees. At the beginning, ManoMano had about 50 CRM users. Now there are more than 200.

The growth must be accompanied, in particular, by “the implementation of processes”. But moreover, these processes must be “scalable”. A “big challenge for this type of tool”, admits Xavier Attala.

To achieve this, ManoMano took advantage of the customization allowed by the software package, while developing in-house expertise in its use.

Activate marketing actions more quickly

A publisher specializing in cybersecurity, InWebo wanted to consolidate its marketing applications with Zoho. Its employees had multiple software applications, which were now integrated into a single system. The goal: to be able to activate marketing actions more quickly.

“The challenge is to grow, but also to accelerate. In marketing, everything moves very fast. You have to constantly adapt. Today’s recipes will not work tomorrow. And for that, integration is strategic,” says Jean-Dominique Quien, marketing director at InWebo.

“A marketer uses an average of 15 tools on a daily basis,” he says.

Providing data in real time

For the NGO Life, whose mission is focused on access to water, the needs are a little different. Even if, like some companies, it shares an objective of industrializing processes. But for its director, Fanny Fernandes, it is also a question of encouraging “a close relationship with the donors”.

To this end, Life wanted to “provide them with data in real time”, which implies digitizing and interconnecting its tools. This interconnection, the organization has a software suite: chat, project management, collaborative meetings, etc.

The industrialization of processes has also been made necessary by the growth in the number of the NGO’s staff and its donors. In just a few years, the number of employees has grown from 10 to 40. Donation collection jumped from 1.5 million to nearly 10 million euros, thanks to a sharp increase in the number of donors (over 160).

Life has therefore moved away from Excel. However, the application modernization was not a big bang. The NGO chose a progressive deployment initiated with the CRM and project management, two interconnected bricks. “This makes it easy for each donor to know what they have funded, to have access to photos and to all the information in the field,” explains Fanny Fernandes.

“Ensuring a personalized experience” for customers

Initially, the needs of e-tailer Allopneus.com were related to efficiency: the company needed to meet the needs of its customer service and to have a unified vision of its consumer base.

Now, as Caroline Letheuil, product owner, explains, the marketing and its automation is underway: “We want to be able to provide a personalized experience to our customers, in a market where the buying cycle is very specific.

“Our challenge over the last few months has been marketing, and achieving an aggregated view of all our customers in order to contact them at the optimum time.”

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