Lean for Sales Marketing Short Course

1. NEW EXECUTIVE SHORT COURSE FOR 2011
Lean for Sales & Marketing
Enabling the integration of Sales and Marketing functions within a Lean
transformation programme
DETAILS The Context
Date: 3rd –5th October 2011 Since customer value is at the core of
the Lean philosophy, Lean should have
Length: 3 days a very close relationship with the sales
and marketing function in a business,
Group size: 15 participants which is traditionally the guardian of
customer relationships and the conduit
Location: Cardiff
through which needs and wants are
Price: £950 understood and fed into the production
and service delivery processes.
FACILITATORS 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
Richard Harrison
Director, Sales operations and the customer.
Transformation
Partnership 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
Simon Elias quickly.
Director, LERC
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

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