How Can Lean in Sales and Marketing Allocate Scarce Resources Wisely

How Can Lean in Sales and Marketing Allocate Scarce Resources Wisely:from SalesPerformance.com by Michael Webb
A General Management reader asked: “How can LeanA business management philosophy with two inter-related goals: continuously improving the company’s ability to eliminate waste, and practicing respect for people. in sales and marketing allocate scarce resources wisely?”
This great question because, at the heart of things, improving the organization’s performance isn’t just about reducing wasteThat which the customerThe person who pays for and/or uses your products and services. Also known as the "end user" (as opposed to channel partner). does not want. Also, that which our own company does not want.. LeanA business management philosophy with two inter-related goals: continuously improving the company’s ability to eliminate waste, and practicing respect for people. and processA set of activities, through which work flows, aimed at a common result. excellence tends to train people to think mostly about wasteThat which the customerThe person who pays for and/or uses your products and services. Also known as the "end user" (as opposed to channel partner). does not want. Also, that which our own company does not want., but in sales and marketing this is a mistake. You are looking for evidence of what the customerThe person who pays for and/or uses your products and services. Also known as the "end user" (as opposed to channel partner). values as well, and this can be tricky.
To answer this question, here’s a short article titled “How Does LeanA business management philosophy with two inter-related goals: continuously improving the company’s ability to eliminate waste, and practicing respect for people. Conserve Resources in Sales and Marketing?”
Basically, it works by ditching all your assumptions and looking for evidence and data, about what the customerThe person who pays for and/or uses your products and services. Also known as the "end user" (as opposed to channel partner). wants (Defining the sales valueThat which one (i.e., the customerThe person who pays for and/or uses your products and services. Also known as the "end user" (as opposed to channel partner).) acts to gain and/or keep. Also, that which our own company acts to gain and/or keep. stream), about how and why the sales processA set of activities, through which work flows, aimed at a common result. works (Increasing visibility to cause and effect), and about testing and sustaining improvements (Providing a specific method of improvement).
Traditionally, sales and management cultures have been stunted when the focus on results (only) or activities (only). LeanA business management philosophy with two inter-related goals: continuously improving the company’s ability to eliminate waste, and practicing respect for people. processA set of activities, through which work flows, aimed at a common result. excellence is the means of getting to the heart of things, and learning how the really work.
 I wonder, do you see this the same way I do?