Applying Rigorous Sales Process Engineering to Manufacturing Revenue Growth Delivers Impact Analogous to Production Process Engineering
July 26th, 2022
American manufacturers spent the 80s and 90s reacting to global manufacturing threats. The winning playbook used process engineering to improve operations and manufacturing by removing waste and inefficiency while incorporating quality and consistency.
But many companies haven't taken a similar approach to revenue growth. Therefore sales and marketing remain unpredictable black boxes even in companies with precisely measured and managed operations and production.
It's time to change that, and Ed Marsh is leading that effort with his Overall Revenue Effectiveness™ (ORE) methodology that takes a familiar approach to improving the top line operations of industrial companies.
Today he's publishing a self-paced diagnostic that executives and board directors in industrial firms can use to gauge the effectiveness of four components of an optimized revenue effort: Strategy, Marketing, Technology, and Sales.
The 20-page downloadable diagnostic asks 197 questions that are designed to illuminate areas for improvement and challenge traditional assumptions regarding revenue growth.
"I love working with America's advanced manufacturers who have done the hard work of optimizing their production," says Ed Marsh, founder of Consilium Global Business Advisors and a consultant that helps industrial manufacturers improve revenue growth. "But it frustrates me that they tolerate less rigor and accountability from their sales and marketing teams. I'm committed to helping them change that."
The ORE™ Diagnostic asks questions in four related areas of revenue growth based on best practice/advanced organizational maturity. It delivers three key values to executives and board directors of industrial manufacturing and capital equipment machinery companies.
- Actionable Insights - by identifying areas where revenue effectiveness and integration of functions are missing, executives are able to focus on areas of maximum benefit
- Challenges Traditional Approaches - creates a basis for conversation, introspection, and innovation in industrial sales, marketing and management teams
- Roadmap to Revenue Growth - the diagnostic questions help executives visualize and plan the series of steps and priority tasks to create a culture of accountable, predictable, profitable growth
Most companies' revenue growth efforts are sabotaged by departmental silos, egos, and ossified tactics and organizational structure. Working backward from contemporary buyer and customer experience expectations allows teams to integrate all the important elements of a manufacturing revenue growth engine.
Once the structure of integrated strategy, marketing, technology and sales is clear, then iterative process engineering can optimize performance. The ORE diagnostic helps companies to identify areas where integration needs to be improved, and then how to adapt tactics and talent in a PDCA loop.
"The executives I work with know how to plan and execute an improvement process," continues Marsh. "But many see sales and marketing as different than operations. ORE, and this diagnostic break down that barrier and outline exactly how to bring the same rigor to the top line that made their operations world class."
About Consilium Global Business Advisors: Consilium assists American manufacturers in applying process excellence to their business development. In other words, we help lean, well-managed companies with rock-solid bottom lines effectively and consistently grow their top lines to match. We work primarily with mid-size industrial manufacturing and capital equipment companies, guiding them through a journey toward Overall Revenue Effectiveness™.