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Edwards Demings 14 principles transformed manufacturing by emphasizing quality, efficiency and continuous improvement. The traditional, assembly-line model of campaign executionwhere data, creative, and deployment are handled in rigid stepsis no longer fast enough for real-time customer engagement.
It’s become fashionable, recently, to apply manufacturing principles to our Go To Customer strategies. Customers become widgets progressing through our very efficient sales assemblylines. Its the foundation of modern manufacturing and lean principles. Its the foundation of modern manufacturing and lean principles.
Continuing my series on applying lean/agile manufacturing principles to selling, I was reminded by Charles Green and Dave Jackson about an important aspect of these principles that is never mentioned by those promoting lean/agile in our sales assemblylines. What if we learned what lean/agile manufacturers really do?
As I mentioned in my prior post , there are a lot of people promoting the application of Lean Manufacturing principles in sales. If you haven’t read the first post, What We Can Learn From Lean Manufacturing , be sure to read this. In the old days of manufacturing, production was separated from customer demand.
Sales/marketing started applying these manufacturing principles to the “mechanization” of the process. And assemblyline process started to emerge. Toss X number of customers into the beginning of the assemblyline and Y in POs would emerge from the end of the line. It seemed so predictable.
For instance, if you think your customer retention rates aren't where you'd like them to be, you might want to benchmark your Net Promoter Score to see if your underperformance is on par with the rest of your industry. In comparing itself with its competition, Xerox discovered it had: 10 times as many rejects on the assemblyline.
But the SaaS selling model seems to be based, also, on a flawed adaptation of lean manufacturing techniques and the Toyota production system. And while lean manufacturing does not promote this, the emphasis is on volume, velocity, and efficiency. If we want to learn and innovate, we have to learn from everyone.
The overall trends say a lot about what the majority of drivers are asking for, and the manufacturers deliver accordingly. To amp up a brand, many manufacturers and dealers have started to capitalize on modern technology like automotive marketing software. In 2023, the US car manufacturing market was worth $104.1
Operations planning process: Ensure resources, such as raw materials and manufacturing capacity, are available to meet projected customer demand. A manufacturer might streamline its assemblyline to meet increased demand and ensure on-time delivery every holiday season.
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