[{"data":1,"prerenderedAt":2854},["ShallowReactive",2],{"fr-blog/budget-communication":3,"fr-global-content":695,"fr-article-global-content":2035,"fr-blog-article-more-articles-271890449":2290},{"name":4,"created_at":5,"published_at":6,"updated_at":7,"id":8,"uuid":9,"content":10,"slug":601,"full_slug":683,"sort_by_date":15,"position":684,"tag_list":685,"is_startpage":24,"parent_id":686,"meta_data":15,"group_id":687,"first_published_at":688,"release_id":15,"lang":45,"path":15,"alternates":689,"default_full_slug":690,"translated_slugs":691},"Construire un budget communication à la fois fiable et efficace","2023-03-06T22:36:00.188Z","2026-11-03T12:58:09.229Z","2026-11-03T12:58:09.251Z",271890449,"08714797-70f3-43ff-887b-d9afd2b51f61",{"seo":11,"tag":12,"_uid":13,"icon":14,"link":17,"type":12,"Image":22,"asset":25,"label":12,"roles":26,"style":54,"title":55,"author":56,"shadow":24,"topics":110,"caption":12,"content":168,"overlay":568,"category":569,"language":595,"component":582,"heroMedia":596,"sidebarCta":605,"publishedAt":606,"readingTime":607,"redirectUrl":12,"listingImage":608,"onClickEvent":12,"sidebarTitle":613,"openInANewTab":24,"horizontalFill":24,"metaDescription":614,"componentsAfterTheArticle":615},[],"","9efc20cb-5042-438b-8594-3ac1f3561810",{"id":15,"alt":15,"name":12,"focus":15,"title":15,"filename":12,"copyright":15,"fieldtype":16},null,"asset",{"id":12,"url":12,"linktype":18,"fieldtype":19,"cached_url":20,"prep":21},"story","multilink","/fr/",true,{"alt":12,"name":12,"focus":12,"title":12,"filename":23,"copyright":12,"fieldtype":16,"is_external_url":24},"https://a.storyblok.com/f/146026/1190x670/e8a7b67110/blog-visual_tva_sur_tcc159.png",false,{"id":15,"alt":15,"name":12,"focus":15,"title":15,"filename":12,"copyright":15,"fieldtype":16},[27],{"name":28,"created_at":29,"published_at":30,"updated_at":31,"id":32,"uuid":33,"content":34,"slug":38,"full_slug":39,"sort_by_date":15,"position":40,"tag_list":41,"is_startpage":24,"parent_id":42,"meta_data":15,"group_id":43,"first_published_at":44,"release_id":15,"lang":45,"path":15,"alternates":46,"default_full_slug":47,"translated_slugs":48,"_stopResolving":21},"Budget manager","2022-10-19T16:17:12.879Z","2026-03-12T10:47:18.012Z","2026-03-12T10:47:19.777Z",206109932,"af79d1a6-f01f-43eb-aa41-6f9705b93e01",{"_uid":35,"name":36,"component":37,"hubspotId":12},"fe9819d0-b5da-4a13-9120-3050ce8baea9","Budget owner or manager","tag","budget-manager","fr/blog/role/budget-manager",-20,[],190903385,"b04d86a8-2a32-4b6e-b3de-8639e5557b83","2022-10-19T16:17:56.630Z","fr",[],"blog/role/budget-manager",[49,50,52],{"path":47,"name":15,"lang":45,"published":15},{"path":47,"name":15,"lang":51,"published":15},"de",{"path":47,"name":15,"lang":53,"published":15},"es","primary","Construire un budget communication sans perdre une seconde",{"name":57,"created_at":58,"published_at":30,"updated_at":59,"id":60,"uuid":61,"content":62,"slug":83,"full_slug":98,"sort_by_date":15,"position":99,"tag_list":100,"is_startpage":24,"parent_id":101,"meta_data":15,"group_id":102,"first_published_at":103,"release_id":15,"lang":45,"path":15,"alternates":104,"default_full_slug":105,"translated_slugs":106,"_stopResolving":21},"Gabriel Autran","2022-10-19T17:44:02.412Z","2026-03-12T10:47:22.582Z",206167994,"c9a15b72-6cfa-4af4-9833-8cc8cc8eba55",{"_uid":63,"name":57,"links":64,"picture":81,"lastName":86,"component":87,"firstName":88,"description":89},"f296e8a3-b92d-4cc8-b994-b996e5bbefb1",[65,74],{"tag":12,"_uid":66,"icon":67,"link":70,"type":12,"label":12,"style":54,"component":73,"onClickEvent":12,"openInANewTab":24,"horizontalFill":24},"d51b7e7b-c635-49fc-99e7-3449e9ad75d1",{"id":68,"alt":12,"name":12,"focus":12,"title":12,"filename":69,"copyright":12,"fieldtype":16,"is_external_url":24},4129791,"https://a.storyblok.com/f/146026/x/315bd7d0c7/ic_linkedin.svg",{"id":12,"url":71,"linktype":72,"fieldtype":19,"cached_url":71},"https://www.linkedin.com/in/gabriel-sahli-autran/","url","cta",{"tag":12,"_uid":75,"icon":76,"link":79,"type":12,"label":12,"style":54,"component":73,"onClickEvent":12,"openInANewTab":24,"horizontalFill":24},"ea366fce-8220-4640-8d16-f3b6ce616c6d",{"id":77,"alt":12,"name":12,"focus":12,"title":12,"filename":78,"copyright":12,"fieldtype":16,"is_external_url":24},4129793,"https://a.storyblok.com/f/146026/x/9a557168a2/ic_twitter.svg",{"id":12,"url":80,"linktype":72,"fieldtype":19,"cached_url":80},"https://twitter.com/GabSLATR",{"id":82,"alt":83,"name":12,"focus":12,"title":12,"source":12,"filename":84,"copyright":12,"fieldtype":16,"meta_data":85,"is_external_url":24},13791944,"gabriel-autran","https://a.storyblok.com/f/146026/698x624/43261643c7/gabriel-autran.png",{},"Autran","author","Gabriel",{"type":90,"content":91},"doc",[92],{"type":93,"content":94},"paragraph",[95],{"text":96,"type":97},"Chez Spendesk, Gabriel a pour mission de transformer la finance d'entreprise en sujet du quotidien. Après plus de 5 ans à écrire pour divers secteurs de la tech française, Gabriel s'est spécialisé dans l'assur-tech et la fintech,  dans le but de mettre en valeur les courants profonds à l'œuvre dans les méthodes et outils de gestion des ressources, observables dans les grandes structures comme pour les plus modestes entités.","text","fr/blog/author/gabriel-autran",-970,[],176408854,"1299388e-ba28-4bc4-9671-0f5c67eee9be","2022-11-02T15:25:41.087Z",[],"blog/author/gabriel-autran",[107,108,109],{"path":105,"name":15,"lang":45,"published":15},{"path":105,"name":15,"lang":51,"published":15},{"path":105,"name":15,"lang":53,"published":15},[111,141],{"name":112,"created_at":113,"published_at":114,"updated_at":115,"id":116,"uuid":117,"content":118,"slug":128,"full_slug":129,"sort_by_date":15,"position":130,"tag_list":131,"is_startpage":24,"parent_id":132,"meta_data":15,"group_id":133,"first_published_at":134,"release_id":15,"lang":45,"path":15,"alternates":135,"default_full_slug":136,"translated_slugs":137,"_stopResolving":21},"Comptabilité","2022-10-19T17:57:49.664Z","2026-09-29T09:14:36.752Z","2026-09-29T09:14:36.770Z",206171401,"d0994ca0-a555-425e-b68f-d17b0657cfdb",{"seo":119,"_uid":127,"name":112,"component":37},[120],{"_uid":121,"noIndex":24,"component":122,"metaFields":123},"003e6fa5-f394-4f34-9194-17a60fb3b7c7","seo",{"_uid":124,"plugin":125,"description":126},"2934225d-3f1b-4f90-b7af-65d9bdf88844","meta-fields","Comptabilite et finance d'entreprise : rapprochements, clotures et comment simplifier le lien entre depenses et comptabilite.","1dc6497e-1135-45e9-a2c6-426facc382ba","comptabilite","fr/blog/topic/comptabilite",-50,[],176456153,"0cd4ad6e-957d-466c-ad0c-f730e74c8b7a","2022-11-02T15:24:55.833Z",[],"blog/topic/comptabilite",[138,139,140],{"path":136,"name":15,"lang":45,"published":15},{"path":136,"name":15,"lang":51,"published":15},{"path":136,"name":15,"lang":53,"published":15},{"name":142,"created_at":143,"published_at":144,"updated_at":145,"id":146,"uuid":147,"content":148,"slug":156,"full_slug":157,"sort_by_date":15,"position":158,"tag_list":159,"is_startpage":24,"parent_id":132,"meta_data":15,"group_id":160,"first_published_at":161,"release_id":15,"lang":45,"path":15,"alternates":162,"default_full_slug":163,"translated_slugs":164,"_stopResolving":21},"Outils et astuces","2022-10-19T17:57:59.529Z","2026-09-29T09:14:45.249Z","2026-09-29T09:14:45.264Z",206171442,"143048bf-f5c7-4056-ab60-ecfd3a730bf3",{"seo":149,"_uid":155,"name":142,"component":37},[150],{"_uid":151,"noIndex":24,"component":122,"metaFields":152},"1a417f74-f4df-434a-9d95-bf683f827c1a",{"_uid":153,"plugin":125,"description":154},"a885ad2f-1665-45d8-a20b-dfc23e368a70","Outils et astuces pour les equipes finance : fonctionnalites, integrations et bonnes pratiques qui font gagner du temps.","7acb7442-031d-4c0f-b375-bb5a76b9d3b4","outils-et-astuces","fr/blog/topic/outils-et-astuces",-460,[],"2e3e0832-0204-4734-bdc7-effb516cf20d","2022-11-02T15:24:42.074Z",[],"blog/topic/outils-et-astuces",[165,166,167],{"path":163,"name":15,"lang":45,"published":15},{"path":163,"name":15,"lang":51,"published":15},{"path":163,"name":15,"lang":53,"published":15},{"type":90,"content":169},[170,191,200,204,212,221,229,241,249,256,260,268,276,280,284,288,295,299,307,311,319,323,330,337,363,370,374,378,382,416,424,428,435,445,452,456,460,486,505,512,516,524,528,532,537,541,547,551,555,566],{"type":93,"content":171},[172,174,179,181,185,187],{"text":173,"type":97},"Lorsqu’on dispose d’une expertise dans les missions marketing, ",{"text":175,"type":97,"marks":176},"la gestion détaillée d’un budget communication n’est pas toujours chose aisée",[177],{"type":178},"bold",{"text":180,"type":97},". Inversement, lorsqu’on est en charge des finances d’une structure où les dépenses de communication sont monnaie courante, ",{"text":182,"type":97,"marks":183},"une mise en contexte est parfois salutaire",[184],{"type":178},{"text":186,"type":97},". Dans un cas comme dans l’autre, faire ",{"text":188,"type":97,"marks":189},"coïncider les objectifs et les moyens du plan de communication constitue l’enjeu clé de cet exercice.",[190],{"type":178},{"type":192,"attrs":193,"content":195},"heading",{"level":194},2,[196],{"text":197,"type":97,"marks":198},"À quoi sert un budget communication ?",[199],{"type":178},{"type":93,"content":201},[202],{"text":203,"type":97},"À la croisée de la communication et de la finance, un budget communication a pour objectif de poser un cadre à moyen-long terme quant aux ressources et à la part de chiffre d’affaires alloué à cette dépense de croissance. En fonction des objectifs (notoriété, clics, ...) le budget de communication est sujet à évoluer sur la forme comme sur le fond.",{"type":93,"content":205},[206,208],{"text":207,"type":97},"Il en reste que le budget de communication a pour objet d’",{"text":209,"type":97,"marks":210},"orchestrer, de suivre et de prioriser les ressources mises à disposition d’un service ou d’une agence de communication.",[211],{"type":178},{"type":213,"attrs":214},"blok",{"id":215,"body":216},"1e161808-3b5d-493f-aa65-ac15ea586b78",[217],{"_uid":218,"html":219,"component":220},"i-8c6bfce0-9c7a-47c5-b3e2-111e92d1d206","\u003C!--HubSpot Call-to-Action Code -->\u003Cspan class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-fa147633-dfaf-47b4-bbd7-318d3061567f\">\u003Cspan class=\"hs-cta-node hs-cta-fa147633-dfaf-47b4-bbd7-318d3061567f\" id=\"hs-cta-fa147633-dfaf-47b4-bbd7-318d3061567f\">\u003C!--[if lte IE 8]>\u003Cdiv id=\"hs-cta-ie-element\">\u003C/div>\u003C![endif]-->\u003Ca href=\"https://cta-redirect.hubspot.com/cta/redirect/2694209/fa147633-dfaf-47b4-bbd7-318d3061567f\" >\u003Cimg class=\"hs-cta-img\" id=\"hs-cta-img-fa147633-dfaf-47b4-bbd7-318d3061567f\" style=\"border-width:0px;\" height=\"600\" width=\"1200\" src=\"https://no-cache.hubspot.com/cta/default/2694209/fa147633-dfaf-47b4-bbd7-318d3061567f.png\"  alt=\"New call-to-action\"/>\u003C/a>\u003C/span>\u003Cscript charset=\"utf-8\" src=\"https://js.hscta.net/cta/current.js\">\u003C/script>\u003Cscript type=\"text/javascript\"> hbspt.cta.load(2694209, 'fa147633-dfaf-47b4-bbd7-318d3061567f', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); \u003C/script>\u003C/span>\u003C!-- end HubSpot Call-to-Action Code -->","embed",{"type":192,"attrs":222,"content":224},{"level":223},3,[225],{"text":226,"type":97,"marks":227},"Quelle place donner au budget dans votre plan de communication ?",[228],{"type":178},{"type":93,"content":230},[231,239],{"text":232,"type":97,"marks":233},"Selon l’INSEE",[234],{"type":235,"attrs":236},"link",{"href":237,"uuid":15,"anchor":15,"custom":238,"target":15,"linktype":72},"https://www.insee.fr/fr/statistiques/1304043",{},{"text":240,"type":97},", le secteur de la communication représente en France un chiffre d’affaires de 170 milliards d’euros, et ce chiffre est en pleine croissance. C’est le signe qu’une entreprise aura, en moyenne, un budget communication plus élevé chaque année. Si l’on peut inclure les budgets alloués au marketing digital, il convient cependant d’expliquer la nuance.",{"type":93,"content":242},[243,245],{"text":244,"type":97},"Le plus souvent intégré au budget marketing, ",{"text":246,"type":97,"marks":247},"le budget de communication représente la somme des outils, des actions et des personnes engagées dans la croissance de l’activité sur tous les supports de communication disponibles.",[248],{"type":178},{"type":192,"attrs":250,"content":251},{"level":223},[252],{"text":253,"type":97,"marks":254},"Quelle stratégie de communication pour quel budget ?",[255],{"type":178},{"type":93,"content":257},[258],{"text":259,"type":97},"Selon le coeur de cible et le business plan qui se construit autour de celle-ci, la méthode et stratégie de communication mise en place par l’équipe marketing peuvent changer du tout au tout. On peut ainsi, et de manière assez schématique, séparer en deux catégories.",{"type":192,"attrs":261,"content":263},{"level":262},4,[264],{"text":265,"type":97,"marks":266},"Les stratégies de communication BtoC",[267],{"type":178},{"type":93,"content":269},[270,272],{"text":271,"type":97},"Le segment Business to consumer (BtoC) est sûrement celui avec lequel vous êtes les plus familiers. Les stratégies de communication BtoC ont pour principal défi de ",{"text":273,"type":97,"marks":274},"bien savoir mettre en relation la cible convenue et le budget qui doit lui être attribué.",[275],{"type":178},{"type":93,"content":277},[278],{"text":279,"type":97},"Ainsi les budgets de communication BtoC vont le plus souvent, pour des entreprises dont la communication préfigure une vente/conversion, une logique de volume. Plus les personnes atteintes dans le segment de population ciblé sont nombreuses, plus on peut justifier son budget.",{"type":93,"content":281},[282],{"text":283,"type":97},"Le budget est donc fluctuant, selon les objectifs de communication, du plan d’action envisagé. Il peut aller de l’appel à des influenceurs à une stratégie SEO basée sur les mots clés et la production de contenus par des tiers.",{"type":93,"content":285},[286],{"text":287,"type":97},"On peut donc en conclure qu’en fonction du pourcentage du chiffre d’affaires engagé dans un plan de communication BtoC, on prendra soin de mesurer à la fois les résultats tangibles (les conversions) et la qualité d’image de marque (le trafic). Cet alpha et oméga fait ainsi figure d’étalon d’or pour la plupart des gestionnaires de budget de communication.",{"type":192,"attrs":289,"content":290},{"level":262},[291],{"text":292,"type":97,"marks":293},"Les stratégies de communication BtoB",[294],{"type":178},{"type":93,"content":296},[297],{"text":298,"type":97},"Pour ce segment (qui est d’ailleurs celui sur lequel se positionne Spendesk), les leviers de communication sont plus précis, ce qui ne veut pas dire qu’une stratégie de communication BtoB est plus simple à mettre en place. Là où une logique quantitative d’applique aux stratégies de communication BtoC, on parle ici d’un raisonnement fondé sur la pénétration d’un secteur de professionnels.",{"type":93,"content":300},[301,305],{"text":302,"type":97,"marks":303},"Ceux-ci sont entièrement tournés vers les outils pouvant contribuer à la croissance de leur activité,",[304],{"type":178},{"text":306,"type":97}," l’enjeu est donc de choisir des canaux de communication qui sont également ceux que les professionnels utilisent au quotidien.",{"type":93,"content":308},[309],{"text":310,"type":97},"Quel moyen de communication réunit tous ces critères, j’ai nommé : sa majesté l’email. Gratuit, sans odeur, sans douleur, pour peu qu’on sache écrire et partager la passion de son business à travers quelques virgules bien placées.",{"type":93,"content":312},[313,315],{"text":314,"type":97},"Bien qu’on puisse parler de LinkedIn ou d’autres réseaux sociaux et salons professionnels dédiés, le budget de rédaction constitue la voute et la pierre angulaire d’un budget communication dédié. Qu’il s’agisse de relations publiques, d’emailing, ou même la tenue d’un blog (tout cela devient très meta), la rédaction, ",{"text":316,"type":97,"marks":317},"le positionnement d’expertise et l’argumentaire commercial constituent la force de frappe d’une stratégie BtoB efficace.",[318],{"type":178},{"type":93,"content":320},[321],{"text":322,"type":97},"C’est donc sur ces éléments qu’on peut fonder un premier budget de communication BtoB. Les salons professionnels ou actions de street-marketing viendront plus tard (si tant est qu’elles aient du sens).",{"type":192,"attrs":324,"content":325},{"level":194},[326],{"text":327,"type":97,"marks":328},"Sur quels outils et actions de communication axer ses dépenses ?",[329],{"type":178},{"type":192,"attrs":331,"content":332},{"level":223},[333],{"text":334,"type":97,"marks":335},"Le budget communication digitale",[336],{"type":178},{"type":93,"content":338},[339,341,348,355,357,361],{"text":340,"type":97},"La communication digitale constitue un volet de la stratégie digitale d’une entreprise. ",{"text":342,"type":97,"marks":343},"Selon le ",[344],{"type":235,"attrs":345},{"href":346,"uuid":15,"anchor":15,"custom":347,"target":15,"linktype":72},"https://www.blogdumoderateur.com/impact-digital-entreprises-francaises-chiffres-cles-2022/https://www.blogdumoderateur.com/impact-digital-entreprises-francaises-chiffres-cles-2022/",{},{"text":349,"type":97,"marks":350},"BDM",[351],{"type":235,"attrs":352},{"href":353,"uuid":15,"anchor":15,"custom":354,"target":15,"linktype":72},"https://www.blogdumoderateur.com/impact-digital-entreprises-francaises-chiffres-cles-2022/",{},{"text":356,"type":97},", les chefs d’entreprise plébiscitent la communication digitale et les outils qui s’y rapportent. Ils ",{"text":358,"type":97,"marks":359},"estiment ainsi à 51 % que le digital contribue à leur chiffre d’affaires",[360],{"type":178},{"text":362,"type":97},". Tour d’horizon et tentative de synthèse d’un sujet ô combien nuancé :",{"type":192,"attrs":364,"content":365},{"level":262},[366],{"text":367,"type":97,"marks":368},"Les dépenses de réseaux sociaux",[369],{"type":178},{"type":93,"content":371},[372],{"text":373,"type":97},"Sur tous les réseaux sociaux, des options payantes permettent d’investir dans la promotion d’une ou plusieurs publications. Cependant, on peut tirer une ligne de démarcation entre le budget communication payé et sponsorisé, et les stratégies de communication organique.",{"type":93,"content":375},[376],{"text":377,"type":97},"Ces dernières privilégient le contenu en lui-même dans le budget et non sa simple production. Le principe est donc, fondamentalement, de la réclame gratuite comme ce à quoi peuvent aboutir de bonnes relations publiques.",{"type":93,"content":379},[380],{"text":381,"type":97},"Deux options se dessinent alors :",{"type":383,"content":384},"bullet_list",[385,410],{"type":386,"content":387},"list_item",[388],{"type":93,"content":389},[390,392,399,401,408],{"text":391,"type":97},"Promouvoir une publication en payant le réseau social (comme ",{"text":393,"type":97,"marks":394},"Meta",[395],{"type":235,"attrs":396},{"href":397,"uuid":15,"anchor":15,"custom":398,"target":15,"linktype":72},"https://www.facebook.com/business/tools/ads-manager?content_id=oIDTyJ87lwdBXLD&ref=sem_smb&utm_term=facebook%20ads&gclid=CjwKCAiAu5agBhBzEiwAdiR5tFK0JJi4uia2TCed0qgMWuLAPgGtUr8QNMy3JG6k3_0FcBuDHB3x9xoCyHgQAvD_BwE",{},{"text":400,"type":97}," ou ",{"text":402,"type":97,"marks":403},"LinkedIn",[404],{"type":235,"attrs":405},{"href":406,"uuid":15,"anchor":15,"custom":407,"target":15,"linktype":72},"https://business.linkedin.com/marketing-solutions/cx/22/07/ads-for-linkedin?src=go-pa&trk=sem-ga_campid.15285604761_asid.130007930556_crid.562783972738_kw.linkedin%20ads_d.c_tid.kwd-12132901520_n.g_mt.e_geo.9056137&mcid=6866864230830886924&cid=&gclid=CjwKCAiAu5agBhBzEiwAdiR5tAxU71N9_AG8TcenHhBd62UYx7GQ9YAmmARPJyQOERyaAOcasK4M6RoCtqoQAvD_BwE&gclsrc=aw.ds",{},{"text":409,"type":97}," pour que celui ci génère des impressions (le nombre de fois où le contenu apparaît sur un écran) ;",{"type":386,"content":411},[412],{"type":93,"content":413},[414],{"text":415,"type":97},"Concentrer son budget sur le contenu en lui-même et s’assurer de la qualité de la production.",{"type":93,"content":417},[418,422],{"text":419,"type":97,"marks":420},"Le budget de production de contenu ne s’apparente pas nécessairement à l’incrustation d’explosions sur le fond vert.",[421],{"type":178},{"text":423,"type":97}," L’angle choisi et le concept propre à ce contenu sont également des affaires de professionnels.",{"type":93,"content":425},[426],{"text":427,"type":97},"C’est pourquoi accorder un budget à une agence créative pour s’occuper du community management et de la production de contenus réseaux sociaux est “monnaie courante”.",{"type":192,"attrs":429,"content":430},{"level":194},[431],{"text":432,"type":97,"marks":433},"Évaluer le retour sur investissement du budget de communication",[434],{"type":178},{"type":93,"content":436},[437,439,443],{"text":438,"type":97},"Comme pour toute dépense, cet investissement nécessaire à la croissance de votre activité ",{"text":440,"type":97,"marks":441},"mérite d’être mesuré pour comprendre les dynamiques et les résultats de chaque campagne",[442],{"type":178},{"text":444,"type":97},". 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Abonnez-vous à notre newsletter pour rester informé.",[2141,2142],"08873884-f99d-46d2-9481-0563134fdd37","2ef12409-8f14-46b2-a8d0-0175290269ec",[2144],{"cta":2145,"_uid":2146,"items":2147,"heading":2267,"reverse":24,"component":674,"sectionSettings":2288},[],"1320905c-cdee-41a4-bbec-6d93ca2e4e3f",[2148,2208],{"_uid":2149,"title":2150,"component":622,"description":2151},"dfc0accd-ab64-464a-8597-b76754748f04","Qu'est-ce que la gestion des dépenses ?",{"type":90,"content":2152},[2153,2157],{"type":93,"content":2154},[2155],{"text":2156,"type":97},"Les dépenses de l'entreprise peuvent être de plusieurs types :",{"type":2158,"attrs":2159,"content":2162},"ordered_list",{"order":2160},{"order":2161},1,[2163,2175,2186],{"type":386,"content":2164},[2165],{"type":93,"content":2166},[2167,2171,2173],{"text":2168,"type":97,"marks":2169},"Les dépenses stratégiques",[2170],{"type":178},{"text":2172,"type":97}," sont généralement centralisées et gérées par des décideurs qui ont la responsabilité sur des dépenses spécifiques. 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forecast - processus financier - reporting - tableaux de bord - spendesk","https://a.storyblok.com/f/146026/1190x670/75699a769a/rolling-forecast-article-spendesk.png",[],"2023-03-02 00:00","8",[],"Comment fonctionne le rolling forecast, ses avantages, et les clés de succès pour initier cette démarche de gestion budgétaire dans votre entreprise.",[],[2361],{"cta":2362,"_uid":2363,"items":2364,"heading":2415,"reverse":24,"component":674,"sectionSettings":2439},[],"4341e6dc-908f-48b6-a369-211ef12ddc34",[2365,2382,2393,2404],{"_uid":2366,"hide":24,"title":2367,"component":622,"description":2368},"af8c80de-da65-46f7-9d26-68f288405901","Qu’est-ce qu’un rolling forecast ?",{"type":90,"attrs":2369,"content":2370},{"backgroundColor":15},[2371],{"type":93,"attrs":2372,"content":2373},{"textAlign":15},[2374,2376,2380],{"text":2375,"type":97},"Un rolling forecast est un ",{"text":2377,"type":97,"marks":2378},"plan prévisionnel glissant",[2379],{"type":178},{"text":2381,"type":97}," dont l’horizon reste constant, mais qui est régulièrement actualisé à partir des résultats réels de l’entreprise. Contrairement à un budget figé pour l’année, les prévisions évoluent donc à mesure que de nouvelles données deviennent disponibles.",{"_uid":2383,"hide":24,"title":2384,"component":622,"description":2385},"ca6814a1-c339-4790-a7f0-584299faad39","Quelle est la différence entre un rolling forecast et un budget prévisionnel ?",{"type":90,"attrs":2386,"content":2387},{"backgroundColor":15},[2388],{"type":93,"attrs":2389,"content":2390},{"textAlign":15},[2391],{"text":2392,"type":97},"Le budget prévisionnel traditionnel est généralement défini pour une période donnée et reste relativement fixe. 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La fréquence dépend notamment de la volatilité de l’activité et de la longueur du cycle de vente.",{"_uid":2405,"hide":24,"title":2406,"component":622,"description":2407},"44608e54-453d-4a1f-8414-62ef13436184","Quels outils utiliser pour mettre en place un rolling forecast ?",{"type":90,"attrs":2408,"content":2409},{"backgroundColor":15},[2410],{"type":93,"attrs":2411,"content":2412},{"textAlign":15},[2413],{"text":2414,"type":97},"Le rolling forecast repose sur des données régulièrement actualisées et centralisées. 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Le rapprochement automatique et les contrôles de conformité réduisent les corrections manuelles, tandis que l'intégration comptable envoie les écritures prêtes pour la comptabilité.",{"_uid":2531,"title":2532,"component":622,"description":2533},"42bff31f-38dc-4924-a16d-0bff7ca2b712","Quels documents préparer pour la clôture comptable annuelle ?",{"type":90,"content":2534},[2535],{"type":93,"content":2536},[2537],{"text":2538,"type":97},"Spendesk centralise les rapports et l'audit trail nécessaires pour la clôture annuelle. Les exports détaillés des transactions, les preuves justificatives attachées et les rapports d'analyse des dépenses facilitent les audits, la révision des provisions et la réconciliation finale avec le grand livre via les intégrations comptables.",[2540],{"cta":2541,"_uid":2542,"title":2543,"eyebrow":2550,"subtitle":2553,"component":192,"textAlign":12,"sectionSettings":2556,"breakLineOnMobile":24,"subtitleLeftBorder":24,"customTitleFontSize":12},[],"8a796795-49b3-4fcc-a850-76c1ee42d2f1",{"type":90,"content":2544},[2545],{"type":192,"attrs":2546,"content":2547},{"level":194},[2548],{"text":2549,"type":97},"Astuces Cloture Comptable Entreprise — FAQ",{"type":90,"content":2551},[2552],{"type":93},{"type":90,"content":2554},[2555],{"type":93},[],[2558],{"_uid":2559,"hide":24,"theme":678,"anchorId":12,"component":679,"spacingTop":12,"hideOnDevices":2560,"spacingBottom":12,"floatingImages":2561,"variableOverrides":2562},"cefb8117-8186-4605-86e2-4f3cc6ff202c",[],[],[],"astuces-cloture-comptable-entreprise","fr/blog/astuces-cloture-comptable-entreprise",5340,[],"b6282746-2be8-4d93-b48b-156fbfb8f73f",[],"blog/astuces-cloture-comptable-entreprise",[2571,2572,2573],{"path":2569,"name":15,"lang":45,"published":15},{"path":2569,"name":15,"lang":51,"published":15},{"path":2569,"name":15,"lang":53,"published":15},{"name":2575,"created_at":2576,"published_at":2577,"updated_at":2578,"id":2579,"uuid":2580,"content":2581,"slug":2711,"full_slug":2712,"sort_by_date":15,"position":2713,"tag_list":2714,"is_startpage":24,"parent_id":686,"meta_data":15,"group_id":2715,"first_published_at":2577,"release_id":15,"lang":45,"path":15,"alternates":2716,"default_full_slug":2717,"translated_slugs":2718},"Logiciel de suivi budgétaire : comment choisir l’outil adapté à votre entreprise ?","2026-10-30T13:20:16.323Z","2026-10-30T13:34:14.178Z","2026-10-30T13:35:05.059Z",236244239691256,"2e5e0d2d-1f5a-4ea9-8dbf-0f783086e9d3",{"_uid":2582,"title":2575,"topics":2583,"noIndex":24,"category":2592,"language":2601,"readTime":12,"component":582,"heroMedia":2602,"publishedAt":2610,"redirectUrl":12,"leadwallForm":2611,"listingImage":2612,"leadwallTitle":12,"metaDescription":2613,"bottomArticleCta":2614,"leadwallSubtitle":12,"isLeadwallEnabled":24,"componentsAfterTheArticle":2615,"leadwallVisibleParagraphs":12},"2955117f-e1c3-42a9-8617-6338ebfaa75f",[2584],{"name":112,"created_at":113,"published_at":114,"updated_at":115,"id":116,"uuid":117,"content":2585,"slug":128,"full_slug":129,"sort_by_date":15,"position":130,"tag_list":2586,"is_startpage":24,"parent_id":132,"meta_data":15,"group_id":133,"first_published_at":134,"release_id":15,"lang":45,"path":15,"alternates":2587,"default_full_slug":136,"translated_slugs":2588,"_stopResolving":21},{"_uid":127,"name":112,"component":37},[],[],[2589,2590,2591],{"path":136,"name":15,"lang":45,"published":15},{"path":136,"name":15,"lang":51,"published":15},{"path":136,"name":15,"lang":53,"published":15},{"name":570,"created_at":571,"published_at":30,"updated_at":572,"id":573,"uuid":574,"content":2593,"slug":582,"full_slug":583,"sort_by_date":15,"position":584,"tag_list":2595,"is_startpage":24,"parent_id":586,"meta_data":15,"group_id":587,"first_published_at":588,"release_id":15,"lang":45,"path":15,"alternates":2596,"default_full_slug":590,"translated_slugs":2597,"_stopResolving":21},{"_uid":576,"icon":2594,"name":570,"component":581},{"id":578,"alt":579,"name":12,"focus":12,"title":12,"filename":580,"copyright":12,"fieldtype":16,"is_external_url":24},[],[],[2598,2599,2600],{"path":590,"name":15,"lang":45,"published":15},{"path":590,"name":15,"lang":51,"published":15},{"path":590,"name":15,"lang":53,"published":15},[45],[2603],{"_uid":2604,"link":2605,"asset":2606,"caption":12,"component":604},"2659f3d3-1176-42d9-81e0-b73ebc51a312",{"id":12,"url":12,"linktype":18,"fieldtype":19,"cached_url":20,"prep":21},{"id":2607,"alt":12,"name":12,"focus":12,"title":12,"source":12,"filename":2608,"copyright":12,"fieldtype":16,"meta_data":2609,"is_external_url":24},236246895659711,"https://a.storyblok.com/f/146026/1248x832/5db30c8d96/budget-tool-compass.png",{},"2026-10-30 00:00",[],[],"Comparez les logiciels de suivi budgétaire : fonctionnalités, budget engagé, approbations, intégrations et critères pour choisir le bon outil.\n",[],[2616],{"cta":2617,"_uid":2618,"items":2619,"heading":2686,"reverse":24,"component":674,"sectionSettings":2710},[],"a321fb8a-19a0-4ccf-b69b-fb6552c8b83f",[2620,2631,2642,2653,2664,2675],{"_uid":2621,"hide":24,"title":2622,"component":622,"description":2623},"5d9bce05-658f-44d7-b239-7a271963f0b9","Quel est le meilleur logiciel de suivi budgétaire pour une PME ?",{"type":90,"attrs":2624,"content":2625},{"backgroundColor":15},[2626],{"type":93,"attrs":2627,"content":2628},{"textAlign":15},[2629],{"text":2630,"type":97},"Le meilleur outil dépend du nombre d’entités, du nombre de responsables de budget et du niveau de suivi attendu. Une PME avec une seule entité peut commencer avec un logiciel comptable et un outil de gestion des dépenses. Une PME avec plusieurs équipes doit privilégier le suivi du budget engagé, les approbations, les droits d’accès et les intégrations comptables.",{"_uid":2632,"hide":24,"title":2633,"component":622,"description":2634},"7a3e2259-e570-4376-9696-bf8f86b7f4b7","Quelle différence entre budget prévu, engagé et réalisé ?",{"type":90,"attrs":2635,"content":2636},{"backgroundColor":15},[2637],{"type":93,"attrs":2638,"content":2639},{"textAlign":15},[2640],{"text":2641,"type":97},"Le budget prévu correspond au montant autorisé. Le budget engagé correspond aux dépenses décidées mais pas encore nécessairement comptabilisées. Le budget réalisé correspond aux dépenses enregistrées ou payées. 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Un écart structurel traduit une tendance durable, comme une hausse de prix ou un budget sous-évalué, et nécessite une action de fond.",{"_uid":2796,"hide":24,"title":2797,"component":622,"description":2798},"f4ae7d56-48b1-4aad-a4f1-8e7ed055cb73","Comment adapter les seuils de matérialité à la taille de l’entreprise ?",{"type":90,"attrs":2799,"content":2800},{"backgroundColor":15},[2801],{"type":93,"attrs":2802,"content":2803},{"textAlign":15},[2804],{"text":2805,"type":97},"Fixez le seuil absolu en fonction du budget global, du niveau de détail suivi et de l’impact du poste sur le résultat. 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La direction financière intervient lorsque l’écart nécessite une décision d’allocation ou une révision de prévision.",[2818],{"cta":2819,"_uid":2820,"title":2821,"eyebrow":2829,"subtitle":2836,"component":192,"textAlign":12,"eyebrowPill":24,"checkmarkList":24,"flexibleSection":2839,"sectionSettings":2840,"displaySeparator":24,"breakLineOnMobile":24,"subtitleLeftBorder":24,"customTitleFontSize":12},[],"81b73c85-1b92-4497-8c4e-1801b688c08f",{"type":90,"attrs":2822,"content":2823},{"backgroundColor":15},[2824],{"type":192,"attrs":2825,"content":2826},{"level":194,"textAlign":15},[2827],{"text":2828,"type":97},"Questions fréquentes sur l'analyse des écarts budgétaires",{"type":90,"attrs":2830,"content":2831},{"backgroundColor":15},[2832],{"type":93,"attrs":2833,"content":2834},{"textAlign":15},[2835],{"text":994,"type":97},{"type":90,"content":2837},[2838],{"type":93},[],[],[],"analyse-des-ecarts-budgetaires","fr/blog/analyse-des-ecarts-budgetaires",-3440,[],"39605731-405d-4ed8-ba5f-6ee0217e6dc4","2026-09-11T16:41:03.236Z",[],"blog/analyse-des-ecarts-budgetaires",[2851,2852,2853],{"path":2849,"name":15,"lang":45,"published":15},{"path":2849,"name":15,"lang":51,"published":15},{"path":2849,"name":15,"lang":53,"published":15},1793991589962]