Peter Drucker had a catchy statement: “Efficiency is doing things right: effectiveness is doing the right thing.’ If you have enough foresight to know with certainty what the “right thing’ is in advance, then efficiency is a fitting substitution for effectiveness. In the world of Sales and Marketing, however, the correlation between efficiency and effectiveness breaks down. Linear thinking, prescriptive processes and practices are becoming less successful in today’s world. 
Many visualize the marketing cycle through the use of funnel thinking on how it narrows down to the actual purchase of the product. A linear approach to predict, plan, and proceed is a dangerous way to advance. This approach prematurely foresees a solution for the customer without ever understanding their needs. As we work our way down the funnel, it is just as likely evidence will mount that the proposed solution is wrong. However, we have so much invested we attempt to sway the course of action in our favor. Linear planning actually increases the risk for a customer to engage in an inappropriate course of action. Funnels are useful tools to have a conversation about but the truth is that more and more sales processes customers are unique. This approach was popularized when we had something we called Demand. Related posts on this subject: Shaping your Customers Vision and Kill the Sales and Marketing Funnel.
In General McChrystal’s book Team of Teams he talks about the task force in Iran. The greatest army in the world with the most sophisticated weaponry and data available could not keep up. The model and leader development process were sorely out of date. He said,
“We often demand unrealistic levels of knowledge in leaders and force them into ineffective attempts to micromanage. The temptation to lead as a chess master, controlling each move of the organization, must give way to an approach as a gardener, enabling rather than directing. A gardening approach to leadership is anything but passive. The leader acts as an “Eyes-On, Hands-Off’ enabler who creates and maintains an ecosystem in which the organization operates.”
Related Posts about General McChrystal: Four Star General on Leadership–Listen, Learn… and Team Engagement in a Complex World
When we think of Lean and how we empower a line worker… are we doing the same for a sales person? Do we trust them with an Andon? Or are we asking them to follow a prescription? Are we showing the same respect…with a Eyes-On, Hands-Off approach?
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