1. Enabling the integration of Sales and Marketing functions within a Lean
transformation programme
Lean for Sales & MarketingLean for Sales & Marketing
The Context
Since customer value is at the core of
the Lean philosophy, Lean should have
a very close relationship with the sales
and marketing function in a business,
which is traditionally the guardian of
customer relationships and the conduit
through which needs and wants are
understood and fed into the production
and service delivery processes.
Yet, all too often, the link between the two areas is weak and communication poor,
with a functional ‘silo’ mentality dominating, leading to a disconnect between
operations and the customer.
A common problem faced by many organisations who have embarked on their Lean
journeys is that they struggle to get the Lean philosophy accepted and adopted by all
business processes and functional areas. In particular, the sales and marketing
function is often singled out as being particularly resistant to Lean thinking, as its
processes are considered different and not suitable for Lean techniques.
Furthermore, as additional capacity is created through the removal of waste else-
where in the organisation, sales and marketing often need to be able to respond
quickly.
The course will aim to bridge the gap and make Lean relevant to sales and marketing.
Benefits
 Enable participants to get closer to their customers to understand what they value
which in turn will lead to a more aligned strategy and increased sales and
profitability
 Develop more effective sales processes to enable significant sales growth at no
additional cost to their business
 Enable commercial types to recognise the importance of value stream work in
facilitating partnership discussion with customers leading to increased sales and
reduced costs
 Provide an opportunity to differentiate sales approach from the competition by using
Lean tools and techniques to drive growth with key customer partners
FACILITATORS
DETAILS
Date: 3rd –5th October 2011
Length: 3 days
Group size: 15 participants
Location: Cardiff
Price: £950
Simon Elias
Director, LERC
Richard Harrison
Director, Sales
Transformation
Partnership
NEW EXECUTIVE SHORT COURSE FOR 2011

2. Course Structure & ContentCourse Structure & Content
LEAN FOR SALES & MARKETING
Areas of Focus
 How the philosophy and principles of Lean re-
late to the sales and marketing environment.
 Customer value—both from an external and
internal perspective, how to measure what
adds value and understanding the voice of the
customer.
 Designing processes to maximize the value add
and design sales and marketing processes
based around the needs of the customer.
 The benefits Value Stream Management can
offer sales and marketing teams in securing
and strengthening partnerships with
customers—looking at growth from a supply
chain perspective, as opposed to a pure sales
approach.
 Sales strategy and the need for effective
deployment to the team, including roles and
responsibilities, appropriate measures and
targets etc.
 Customer Segmentation and classification
Suitability
 Private sector businesses – medium to large.
 Business to business and consumer sector.
 Those in sales management, business development, key
account management, marketing management,
marketing planning (eg Sales, Commercial, Marketing
Directors).
 Operations Managers with sales and marketing linkage,
interface or responsibility.
 Lean Coaches, Lean Champions.
 For those organisations already on the Lean journey.
Registration
On line at www.leanenterprise.org.uk
(Go to the Shop)
Email: enquiries@leanenterprise.org.uk
£950 fee includes meals and refreshments during course,
plus course materials (handouts, articles etc.). Excludes
accommodation.