The context
In 2025, Le Monde sought to strengthen its offering for professionals (educational institutions, public administrations, and businesses) to better promote its collective subscriptions.
L’équipe BtoB souhaitait clarifier la valeur ajoutée de son offre pour les professionnel·les, structurer ses argumentaires de vente et harmoniser ses pratiques commerciales internes. Médianes a été sollicité pour accompagner la direction des opérations numérique et des abonnements, en particulier les équipes commerciales du pôle entreprises et institutions B2B, dans ce renforcement stratégique. L’objectif ? Redéfinir le positionnement de l’offre B2B, affiner la proposition de valeur, structurer la démarche commerciale et mettre en place une communication claire et différenciante
Audit and recommendations
Identify the strengths and weaknesses of the current offering
The mission began with a strategic audit phase, combining individual interviews with members of the sales team and benchmarking of B2B offering practices from other French and international media outlets. This step made it possible to establish a comprehensive assessment of the strengths, weaknesses, and opportunities of Monde's current offering.
The result? A strategic recommendations report to lay the groundwork for future work and prioritize areas for improvement.
Offer structuring and positioning
Refine messaging and commercial organization
To clarify positioning and structure the B2B offering, Médianes facilitated a series of collaborative workshops with the sales team. These workshops enabled:
- to refine target audiences and their specific needs,
- to formalize sales pitches and dedicated baselines,
- to optimize internal sales methodology.
This collective effort was consolidated into two deliverables: a comprehensive positioning document and a commercial organization note to optimize role distribution and the sales journey.
Support in implementation
Rolling out the operational strategy, step by step
The final phase of the mission focused on implementing the offer and communicating it. A third workshop dedicated to communication strategy and message deployment helped define the levers for distributing the offer, presentation tools, and avenues for future improvements.
Médianes supported the team in thinking through and implementing concrete tools and resources (talking points, sales materials, messaging, etc.) to roll out the strategy.
Structure the next
Prioritize actions to continue with peace of mind
At the end of the mission, a summary of the work carried out and an operational roadmap were co-developed with the Monde teams. This lists the next steps to be taken and specifies their priority levels. This approach aims to equip teams with the tools needed to continue implementing tasks and evolving the offering, step by step.
Interested in developing your marketing strategy for a B2C or B2B audience? Our studio has carried out similar missions with, among others, Arrêt sur images, POLITICO, Contexte, La Déferlante, Les Jours.
Le Monde
Le Monde is a leading French daily news media outlet that serves both the general public and professionals, providing organizations with reliable and in-depth information produced by a newsroom of more than 550 journalists.
