Video Version
About the Podcast
I have known Michael Webb for several years. He has been a member of the Advisory Board of the Operational Excellence Society almost since its inception and led the Operational Excellence Society Chapter in Atlanta.
We start the podcast by discussing the application of operational excellence and continuous improvement principles to sales and marketing activities. Paris made note of the challenges due to the personality-driven nature of sales and getting salespeople to document processes and how there might be a natural conflict between the human-empathetic side of sales with the data-driven needs of management.
Michael explained how sales processes can be defined through engaging salespeople to determine what drives value for customers. This allows processes to be measured and improved. To this end, defining what is of value operationally is important and discussed how processes should focus on creating value rather than only eliminating waste.
Michael highlighted how statistical analysis can be applied to sales activities like lead qualification when processes are defined properly. This brings more science to sales. And regarding management needs, Michael emphasized processes should serve salespeople but allow enough standardization for effective management and fostering opportunities for coaching. Striking a balance when it comes to documentation is ideal; harvesting only the information that is of value and minimizing the narrative form of documentation (nobody reads it anyway).
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