Lean Thinking Applied to the Marketing/Sales Process
Lean Thinking (formerly known as Lean Manufacturing) has been successfully applied to product manufacturing systems to lower costs and improve quality for more than 15 years. It has also been applied to distribution companies, and recently across more than just the "manufacturing" side of the business. Marketing/sales can be viewed as a process to manufacture customers, where the desired output is loyal, profitable, and repeat customers. This customer manufacturing process is surprisingly analogous to traditional manufacturing processes. This article explains how lean thinking can be applied to marketing/sales process.