To be managed effectively, however, Marketing/Sales must be managed as a process with a proven set of process management principles.
Almost every business function has learned to use process management to be more productive than was possible with other management methods such as management by objectives (MBO). Product development, production, and financial functions have benefited from adopting process management. However, most corporate marketing and sales functions have not yet adopted this powerful management philosophy.
Based on erroneous assumptions, sales and marketing management culture generally rejects the notion of process management. Sales and marketing management tend to confuse the definition of process with the definition of bureaucracy. Sales and marketing people intuitively know that customers do not like bureaucratic responses. After first removing this misunderstanding, how can a company properly apply process management to sales and marketing so it does not become bureaucratic? That’s where we come in.
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