Lean Sales

How to improve on commercial actions both in terms of efficiency and effectiveness.

Applying Lean principles to sales & marketing processes can give surprising results in terms of improvement in a company’s performance.

However, there has always been a sort of scepticism in applying Lean principles to Sales and Marketing themes because there is still widely a held belief that anything to do with these areas is more to do with the empathy and creativity of the sales and marketing people than with a standardised process similar to that of production.

There are five principles involved in the Lean Philosophy at the basis of interventions in the Sales and Marketing area, which are:

  • Value: i.e. the value for the customer as a driver for the definition of the company’s Value Proposition;
  • Map: meaning the identification of the value flow, i.e. of the actions required to develop and deliver the company’s Sales Proposition to the market, by eliminating all unnecessary
  • activities and related waste;
  • Flow: fine-tuning business processes and an organisation aimed at keeping the flow of activities “moving” that create value for the customer;
  • Pull: making the whole corporate system be “pulled” along by the customer;
  • Perfection: pursuing perfection by constantly applying the PDCA cycle in support of the activities of continuous improvement;

The Lean Sales approach developed integrates a set of processes, conduct, tools and best practices aimed at making the commercial Value Stream converge with the Customer Journey.

Only the alignment of the two processes allows you to:

  • Stabilise the relationship between the customer and the company;
  • Align the business processes with the real needs of the customer;
  • Improve the effectiveness and efficiency of commercial activities and related performance by reaching and constantly monitoring results that can be sustained over time;