The Role of Sales and Marketing is changing in every organization. The success of Lean on the operational side has influenced management to seek the same culture across the entire organization to include sales and marketing. They aspire for a true Lean Enterprise. How, do you achieve this? Do the principles of continuous improvement and standard work still apply? Is the Lean StartupTM the missing ingredient? And, what is the Sales Role in any of this? 
Association for Manufacturing Excellence hosts The Role of Sales in a Lean Enterprise
on June 11, 2015 | 1:00 pm to 2:00 pm EDT.
Standard Work (SDCA): With the influence of big data and user experience efforts you would think that standard processes are becoming more unique to the individual person or companies. Our ability to create standard processes to deliver exceptional customer value has never been greater. The human component of sales has certainly diminished, has it not?
Continuous Improvement (PDCA): Change has never been easy. Think of the continuous deployment culture we now live in. It is changing so rapidly, that many of us are not even recognizing it, when it happens. We are growing more and more accustom to a non-stable environment.
Lean Startup (EDCA): Over a decade ago General Electric changed its motto to, “Imagination at Work.” Jeffrey Immelt, Chairman and CEO of GE, says, “The companies that know how to develop things are ultimately going to create the most shareholder value.” This would lead us to believe that the Lean Startup would guide our thinking in developing the Sales Role in a Lean Enterprise.
I think the reluctance of sales to accept any of these methods have been a blessing for most organizations. Not because of the methods and not because of the processes. It is simply because when we consider what sales is all about, it is simply about relationships and the ability to deliver value to the customer. Many organizations that expound on these methods still struggle with the term, “Who are our customers? Are they users of the product, distributors, retailers, stakeholders or the guy at the next desk?” The simple answer is that the customer is the individual or organization that uses the product or service.
Lean Sales and Marketing is about using SDCA, PDCA and EDCA (Explore-Do-Check-Act) but in a different way. We can no longer anticipate and do, rather we must continuously check and adapt. Generating constant feedback from customers can only occur if we are part of their process, it happens at the point of use. It is a moving target, and the principles of Lean facilitate the journey.
Association for Manufacturing Excellence hosts The Role of Sales in a Lean Enterprise
on June 11, 2015 | 1:00 pm to 2:00 pm EDT.
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