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Quels indicateurs clés suivent-ils ? Quels outils utilisent-ils ? Nous vous proposons aujourd’hui de plonger dans le quotidien de ",[],{},{"nodeType":299,"data":300,"content":302},"hyperlink",{"uri":301},"https://fr.linkedin.com/in/xavier-du-parc",[303],{"nodeType":45,"value":304,"marks":305,"data":308},"Xavier du Parc",[306],{"type":307},"underline",{},{"nodeType":45,"value":310,"marks":311,"data":312},", responsable administratif et financier chez ",[],{},{"nodeType":299,"data":314,"content":316},{"uri":315},"https://www.klox.io/",[317],{"nodeType":45,"value":318,"marks":319,"data":321},"Klox",[320],{"type":307},{},{"nodeType":45,"value":323,"marks":324,"data":325},". ",[],{},{"nodeType":327,"data":328,"content":329},"heading-2",{},[330],{"nodeType":45,"value":331,"marks":332,"data":333},"Impliquer les équipes opérationnelles pour des projections réalistes",[],{},{"nodeType":335,"data":336,"content":337},"heading-3",{},[338],{"nodeType":45,"value":339,"marks":340,"data":341},"Pouvez-vous nous présenter votre entreprise ? ",[],{},{"nodeType":50,"data":343,"content":344},{},[345],{"nodeType":45,"value":346,"marks":347,"data":348},"Klox est une startup fondée en 2017. Nous sommes une agence de marketing digital 360 : nous adressons tous les besoins en marketing digital de nos clients. Nous avons commencé par l’achat média puis pivoté vers une agence plus globale. ",[],{},{"nodeType":50,"data":350,"content":351},{},[352],{"nodeType":45,"value":353,"marks":354,"data":355},"En parallèle, nous développons une plateforme pour nos clients, pour qu’ils soient en mesure d’analyser les performances de leurs campagnes de marketing digital. À terme, l’idée est de les rendre autonomes via notre plateforme de reporting.",[],{},{"nodeType":50,"data":357,"content":358},{},[359,363,369],{"nodeType":45,"value":360,"marks":361,"data":362},"Pour donner quelques chiffres sur l’entreprise : nous sommes une quarantaine de collaborateurs aujourd’hui, basés à Paris, notre chiffre d’affaires en 2021 était de 4,7 M€, nous sommes sur un",[],{},{"nodeType":45,"value":364,"marks":365,"data":368}," trend",[366],{"type":367},"italic",{},{"nodeType":45,"value":370,"marks":371,"data":372}," de croissance de 50 % tous les ans et nous avons travaillé avec plus de 1 000 clients. ",[],{},{"nodeType":335,"data":374,"content":375},{},[376],{"nodeType":45,"value":377,"marks":378,"data":381},"Quelles sont vos missions au quotidien ? ",[379],{"type":380},"bold",{},{"nodeType":50,"data":383,"content":384},{},[385],{"nodeType":45,"value":386,"marks":387,"data":388},"Je suis responsable administratif et financier. J’ai commencé comme stagiaire, puis alternant. Depuis septembre 2021, j’ai repris le pôle Finance dans sa globalité. Il a fallu le structurer - jusque-là, c’est l’un des fondateurs qui jouait le rôle de DAF. ",[],{},{"nodeType":50,"data":390,"content":391},{},[392],{"nodeType":45,"value":393,"marks":394,"data":395},"J’ai des missions de responsable administratif et financier « classique » :",[],{},{"nodeType":397,"data":398,"content":399},"unordered-list",{},[400,411,421,440,450],{"nodeType":401,"data":402,"content":403},"list-item",{},[404],{"nodeType":50,"data":405,"content":406},{},[407],{"nodeType":45,"value":408,"marks":409,"data":410},"La supervision comptable. Nous travaillons avec un cabinet d’expertise comptable en externe. ",[],{},{"nodeType":401,"data":412,"content":413},{},[414],{"nodeType":50,"data":415,"content":416},{},[417],{"nodeType":45,"value":418,"marks":419,"data":420},"Les processus financiers. Déterminer notre politique de facturation, de recouvrement, etc.  ",[],{},{"nodeType":401,"data":422,"content":423},{},[424],{"nodeType":50,"data":425,"content":426},{},[427,431,436],{"nodeType":45,"value":428,"marks":429,"data":430},"Les reportings. Suivre l’évolution des différentes ",[],{},{"nodeType":45,"value":432,"marks":433,"data":435},"metrics",[434],{"type":367},{},{"nodeType":45,"value":437,"marks":438,"data":439},", déterminer les KPI pour notre activité, préparer les plans de trésorerie et les bilans, etc. ",[],{},{"nodeType":401,"data":441,"content":442},{},[443],{"nodeType":50,"data":444,"content":445},{},[446],{"nodeType":45,"value":447,"marks":448,"data":449},"La suite logicielle de la partie Finance. Gérer les différents outils et leurs connexions. ",[],{},{"nodeType":401,"data":451,"content":452},{},[453],{"nodeType":50,"data":454,"content":455},{},[456],{"nodeType":45,"value":457,"marks":458,"data":459},"Le support pour les équipes opérationnelles. Mettre en place toute la dimension contrôle de gestion, les processus en interne, répondre aux questions juridiques, gérer les relations avec les avocats et les banques, etc. ",[],{},{"nodeType":335,"data":461,"content":462},{},[463],{"nodeType":45,"value":464,"marks":465,"data":467},"Quels sont les défis que vous rencontrez ? ",[466],{"type":380},{},{"nodeType":50,"data":469,"content":470},{},[471,475,480,484,489],{"nodeType":45,"value":472,"marks":473,"data":474},"Mon enjeu principal est la ",[],{},{"nodeType":45,"value":476,"marks":477,"data":479},"fiabilisation de l’information financière",[478],{"type":380},{},{"nodeType":45,"value":481,"marks":482,"data":483},". Il faut que les reportings soient justes. Ce qui veut dire : avoir une comptabilité propre et une équipe qui respecte les processus définis et qui en comprend les enjeux. Cela permet de f",[],{},{"nodeType":45,"value":485,"marks":486,"data":488},"aire de la Finance un outil de pilotage de l’entreprise",[487],{"type":380},{},{"nodeType":45,"value":490,"marks":491,"data":492},". J’agis comme conseiller de la direction et vis-à-vis des équipes opérationnelles. Je les aide à prendre les bonnes hypothèses pour prévoir au mieux notre croissance. ",[],{},{"nodeType":50,"data":494,"content":495},{},[496,500,505,509,513,517,522],{"nodeType":45,"value":497,"marks":498,"data":499},"Ce qui est important pour moi, c’est de ",[],{},{"nodeType":45,"value":501,"marks":502,"data":504},"faire infuser la Finance au sein des équipes",[503],{"type":380},{},{"nodeType":45,"value":506,"marks":507,"data":508},". Il faut la vulgariser : il y a beaucoup de notions, beaucoup de ",[],{},{"nodeType":45,"value":432,"marks":510,"data":512},[511],{"type":367},{},{"nodeType":45,"value":514,"marks":515,"data":516},". 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On a mis un ",[],{},{"nodeType":45,"value":534,"marks":535,"data":537},"P&L (compte de résultat) décentralisé en place",[536],{"type":380},{},{"nodeType":45,"value":539,"marks":540,"data":541},". Chacun est responsable des lignes du compte de résultat qui le concerne. Je donne à chacun un template un peu différent, mais qui remonte dans mon reporting global, et je leur demande de rationaliser leurs demandes d’investissement et de partager leurs analyses ad hoc. ",[],{},{"nodeType":335,"data":543,"content":544},{},[545],{"nodeType":45,"value":546,"marks":547,"data":549},"Pouvez-vous expliquer la finance appliquée à votre activité (cycle de vente, mode de facturation, etc) ? ",[548],{"type":380},{},{"nodeType":50,"data":551,"content":552},{},[553],{"nodeType":45,"value":554,"marks":555,"data":556},"Pour les nouveaux clients, on commence par une démo, qui est une première prise d’information. Si le client a un potentiel qui nous intéresse, on lui envoie une recommandation stratégique. Une fois les ajustements éventuels effectués, on fait signer électroniquement un ordre d’insertion (équivalent à un devis).",[],{},{"nodeType":50,"data":558,"content":559},{},[560,564,569],{"nodeType":45,"value":561,"marks":562,"data":563},"On a plusieurs modes de facturation : soit on prélève le client directement, soit on passe par une société d’affacturage, soit le client nous paye en direct. On travaille avec des comptes Facebook Ads, Linkedin Ads, etc, sur lesquels on est prélevés au jour le jour. Tout le sujet est d’optimiser notre trésorerie. ",[],{},{"nodeType":45,"value":565,"marks":566,"data":568},"Structurellement, on est dans une activité à BFR très positif",[567],{"type":380},{},{"nodeType":45,"value":570,"marks":571,"data":572},", c’est pour ça qu’on travaille avec un factor. ",[],{},{"nodeType":50,"data":574,"content":575},{},[576],{"nodeType":45,"value":577,"marks":578,"data":579},"Nous avons une politique évolutive sur les conditions commerciales, adaptée à chaque campagne. C’est l’assistante RAF qui est chargée d’envoyer les factures au bon moment. Cela dépend de chaque client : certains sont sur des cycles de vente courts, d’autres beaucoup plus longs. Dans ce cas, nous avons des phases de facturation intermédiaires, puis nous envoyons une facture de solde une fois la campagne finie. ",[],{},{"nodeType":327,"data":581,"content":582},{},[583],{"nodeType":45,"value":584,"marks":585,"data":587},"Optimiser les leviers pour préserver la trésorerie ",[586],{"type":380},{},{"nodeType":335,"data":589,"content":590},{},[591],{"nodeType":45,"value":592,"marks":593,"data":594},"Comment est organisée votre équipe ? Travaillez-vous seul·e ou avec un cabinet ? ",[],{},{"nodeType":50,"data":596,"content":597},{},[598],{"nodeType":45,"value":599,"marks":600,"data":601},"Au départ, je gérais tous les sujets ressources humaines, juridiques, office management, IT, etc. Ça faisait beaucoup de choses ! On a recruté une responsable RH, une office manager et une assistante RAF. Je supervise toute la partie Finance et une partie du travail de l’office manager. L’assistante RAF supervise le recouvrement et l’office manager le réalise. ",[],{},{"nodeType":50,"data":603,"content":604},{},[605],{"nodeType":45,"value":606,"marks":607,"data":608},"Je travaille avec le cabinet d’expertise comptable en externe. Et on va prendre un peu de prestation de directeur administratif et financier externalisé (1 jour par mois) pour me faire monter en compétences sur certains sujets de reporting. ",[],{},{"nodeType":335,"data":610,"content":611},{},[612],{"nodeType":45,"value":613,"marks":614,"data":615},"Comment gérez-vous votre cash, vos encaissements et vos paiements ? Quels sont les KPI que vous suivez, à quelle fréquence ?",[],{},{"nodeType":50,"data":617,"content":618},{},[619,623,632],{"nodeType":45,"value":620,"marks":621,"data":622},"La trésorerie était un problème historique chez Klox, qu’on a mis derrière nous. L’un de mes ",[],{},{"nodeType":299,"data":624,"content":626},{"uri":625},"/fr/blog/pennylane-news/systeme-okr-pennylane",[627],{"nodeType":45,"value":628,"marks":629,"data":631},"objectives and key results (OKR)",[630],{"type":307},{},{"nodeType":45,"value":633,"marks":634,"data":635}," est de faire de la trésorerie positive. C’est donc mon objectif chaque mois. Toutes les semaines, je suis l’évolution du BFR, et je fais en sorte d’optimiser les encaissements et les décaissements au quotidien. ",[],{},{"nodeType":50,"data":637,"content":638},{},[639,643],{"nodeType":45,"value":640,"marks":641,"data":642},"Sur la partie encaissements :",[],{},{"nodeType":45,"value":644,"marks":645,"data":647}," ",[646],{"type":380},{},{"nodeType":397,"data":649,"content":650},{},[651,674],{"nodeType":401,"data":652,"content":653},{},[654],{"nodeType":50,"data":655,"content":656},{},[657,662,666,671],{"nodeType":45,"value":658,"marks":659,"data":661},"Tous nos comptes bancaires sont connectés à Pennylane",[660],{"type":380},{},{"nodeType":45,"value":663,"marks":664,"data":665},". Je suis tous les encaissements clients comme cela, on peut faire des rapprochements, dont certains automatisés. C’est confortable. Seul le factor n’est pas connecté à Pennylane, impossible de l’automatiser, c’est très ",[],{},{"nodeType":45,"value":667,"marks":668,"data":670},"old school",[669],{"type":367},{},{"nodeType":45,"value":323,"marks":672,"data":673},[],{},{"nodeType":401,"data":675,"content":676},{},[677],{"nodeType":50,"data":678,"content":679},{},[680,684,693],{"nodeType":45,"value":681,"marks":682,"data":683},"On a mis en place des prélèvements automatiques avec le ",[],{},{"nodeType":299,"data":685,"content":687},{"uri":686},"/fr/integrations/gocardless",[688],{"nodeType":45,"value":689,"marks":690,"data":692},"module GoCardless dans Pennylane",[691],{"type":307},{},{"nodeType":45,"value":694,"marks":695,"data":696},", pas pour des abonnements mais pour prélever certains de nos clients en une fois, au début de la campagne. Aujourd’hui, on a une quarantaine de clients qui sont passés en prélèvement automatique. C’est très commode : on a un encaissement assuré, à une date définie. ",[],{},{"nodeType":50,"data":698,"content":699},{},[700],{"nodeType":45,"value":701,"marks":702,"data":703},"Sur la partie décaissements, je négocie les délais avec les fournisseurs. Et je suis toujours à la recherche de leviers d’optimisation. Par exemple, en ce moment, je réfléchis à utiliser des cartes à débit différé pour optimiser le cash, compte tenu des nombreux achats par carte bancaire que nous réalisons.",[],{},{"nodeType":335,"data":705,"content":706},{},[707],{"nodeType":45,"value":708,"marks":709,"data":711},"Combien de temps passez-vous sur vos reportings ? Qui les fait ? ",[710],{"type":380},{},{"nodeType":50,"data":713,"content":714},{},[715],{"nodeType":45,"value":716,"marks":717,"data":718},"L’assistante RAF prépare les reportings financiers, notamment sur la partie trésorerie. Elle calcule le BFR toutes les semaines, le DSO et le DPO une fois par mois. Cela lui prend 5 heures par mois environ. ",[],{},{"nodeType":50,"data":720,"content":721},{},[722],{"nodeType":45,"value":723,"marks":724,"data":725},"Je m’occupe de faire les analyses de tendances ensuite. Je fais un reporting mensuel à la direction, pendant 1 heure, que j’envoie aussi aux associés (rentabilité, cash, DSO, DPO). Je fais une repasse sur le compte de résultat à chaque fois pour m’assurer que tout est conforme, cela me prend 2-3 heures par mois. Puis j’ai le temps d’analyse et de préparation de la présentation. ",[],{},{"nodeType":327,"data":727,"content":728},{},[729],{"nodeType":45,"value":730,"marks":731,"data":733},"Construire une suite logicielle personnalisée autour de Pennylane",[732],{"type":380},{},{"nodeType":335,"data":735,"content":736},{},[737],{"nodeType":45,"value":738,"marks":739,"data":741},"Quels outils utilisez-vous pour vous aider dans votre rôle de responsable financier ? ",[740],{"type":380},{},{"nodeType":50,"data":743,"content":744},{},[745,750],{"nodeType":45,"value":746,"marks":747,"data":749},"Pennylane est au cœur de notre suite logicielle",[748],{"type":380},{},{"nodeType":45,"value":751,"marks":752,"data":753},". Je ne choisis que des outils qui se connectent bien avec. C’est ce qui m’a permis d’automatiser pas mal de processus. J’utilise aussi Zapier comme connecteur s’il n’y a pas d’intégration clé en main. ",[],{},{"nodeType":50,"data":755,"content":756},{},[757],{"nodeType":45,"value":758,"marks":759,"data":760},"Les outils que j’utilise aujourd’hui : ",[],{},{"nodeType":397,"data":762,"content":763},{},[764,774,784,803,813,823,833],{"nodeType":401,"data":765,"content":766},{},[767],{"nodeType":50,"data":768,"content":769},{},[770],{"nodeType":45,"value":771,"marks":772,"data":773},"Qonto, pour le compte pro. Cela a tout changé chez nous pour la remontée des justificatifs. C’est récupéré automatiquement dans Pennylane ensuite, on n’a rien à faire, c’est parfait. ",[],{},{"nodeType":401,"data":775,"content":776},{},[777],{"nodeType":50,"data":778,"content":779},{},[780],{"nodeType":45,"value":781,"marks":782,"data":783},"Hubspot, notre CRM. Nos ordres d’insertion sont générés via une connexion entre Hubspot et PandaDoc. Dès que le devis est signé, cela pré-génère un échéancier de facturation, directement dans Pennylane. Une bonne partie du processus de facturation est donc automatisée. ",[],{},{"nodeType":401,"data":785,"content":786},{},[787],{"nodeType":50,"data":788,"content":789},{},[790,794,799],{"nodeType":45,"value":791,"marks":792,"data":793},"Whaly.io, pour la data visualisation. C’est un outil type Tableau. Ils ont développé un connecteur Pennylane, ce qui veut dire que toutes nos données Pennylane sont accessibles dans Whaly. Comptabilité, factures, clients… je peux faire des tableaux de bord sur tout ce qui vient de la comptabilité. ",[],{},{"nodeType":45,"value":795,"marks":796,"data":798},"Avec le passage vers la comptabilité analytique, je vais pouvoir automatiser 100 % de mes reportings",[797],{"type":380},{},{"nodeType":45,"value":800,"marks":801,"data":802},". ",[],{},{"nodeType":401,"data":804,"content":805},{},[806],{"nodeType":50,"data":807,"content":808},{},[809],{"nodeType":45,"value":810,"marks":811,"data":812},"GoCardless, pour les prélèvements automatiques. ",[],{},{"nodeType":401,"data":814,"content":815},{},[816],{"nodeType":50,"data":817,"content":818},{},[819],{"nodeType":45,"value":820,"marks":821,"data":822},"Agicap, pour la partie trésorerie. Ce n’est pas connecté à Pennylane, je fais des imports - exports manuels. Je l’utilise pour les prévisionnels de trésorerie de mes analyses mensuelles. ",[],{},{"nodeType":401,"data":824,"content":825},{},[826],{"nodeType":50,"data":827,"content":828},{},[829],{"nodeType":45,"value":830,"marks":831,"data":832},"Payfit, pour la gestion de la paie. ",[],{},{"nodeType":401,"data":834,"content":835},{},[836],{"nodeType":50,"data":837,"content":838},{},[839,842,850],{"nodeType":45,"value":54,"marks":840,"data":841},[],{},{"nodeType":299,"data":843,"content":845},{"uri":844},"https://upflow.io/fr",[846],{"nodeType":45,"value":847,"marks":848,"data":849},"Upflow",[],{},{"nodeType":45,"value":851,"marks":852,"data":853},", pour la partie recouvrement.",[],{},{"nodeType":335,"data":855,"content":856},{},[857],{"nodeType":45,"value":858,"marks":859,"data":860},"Anticipez-vous d’autres besoins dans les mois à venir ? ",[],{},{"nodeType":50,"data":862,"content":863},{},[864],{"nodeType":45,"value":865,"marks":866,"data":867},"Un outil de suivi du temps, Gryzzly, est en cours de déploiement. Les équipes vont pouvoir renseigner le temps passé par projet, ce qui va permettre de récupérer les informations et faire des analyses de rentabilité, en logique plan de charge.",[],{},{"nodeType":335,"data":869,"content":870},{},[871],{"nodeType":45,"value":872,"marks":873,"data":874},"Quel serait votre outil idéal ?",[],{},{"nodeType":50,"data":876,"content":877},{},[878],{"nodeType":45,"value":879,"marks":880,"data":881},"J’aimerais trouver un outil pour faire mes business plans prévisionnels. Il en existe, mais ils ne sont pas adaptés aux petites structures. ",[],{},{"nodeType":50,"data":883,"content":884},{},[885],{"nodeType":45,"value":886,"marks":887,"data":888},"___",[],{},{"nodeType":50,"data":890,"content":891},{},[892,896,905],{"nodeType":45,"value":893,"marks":894,"data":895},"Merci beaucoup à Xavier du Parc d’avoir répondu à nos questions. Curieux de découvrir l’outil autour duquel il a construit toute sa suite logicielle ? 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