a
Marketing/Sales process consulting and training
firm, does three things:
1. We help you determine what to
do to increase sales.
Most consulting firms call this an assessment. We
hate traditional assessments because they take too
long, cost too much, and may not be right. But, if
you don't take the time to make sure you are doing
the right thing(s), you can spend time and money
and get no closer to the end results, just further
from the beginning (to quote our partner, Bayard
Bookman).
Since knowing what to do first is important, we
developed our initial Consulting Without Consul-
tants service, Marketing/Sales Accelerator, to
eliminate the cost, time and inaccuracies of many
assessments so that we can quickly, accurately and
economically identify the true constraint (or
bottleneck) that needs focus so that you can
increase sales. We have several other artificial
intelligence based assessment services as well.
2. We help you design an optimal,
workable, manageable solution to
improve some or all of your
Marketing/Sales process.
Once you know what to do it is important that
you design a robust, repeatable, manageable
solution. Using fundamental process management
principles and our many years of real-world
experience in Marketing/Sales, we can design
solutions that work with live human beings in real
business situations.
These can be to improve your sales process,
channel strategies, or sales management
methods. They can be focused on your new
product/service development and introduction
processes (including branding and positioning)
or the processes you use to determine what new
products or services to bring to market.
We can help you redesign aspects of your
Marketing/Sales process to reduce costs or
increase effectiveness . . . or both. We are experts
at closed-loop, linked, Marketing/Sales processes
that connect marketing to sales and marketing to
product/service development. Our proprietary
Marketing/Sales process model (six years in
development) allows us to create useful designs
based on real-world experience backed by a
model that makes sure nothing is left out.
Our designs work . . . period. They are
proven, self-correcting (continuous improvement
built-in) and manageable without a lot of
overhead structure.
3. We help you implement change in your
Marketing/Sales organization and
process.
Whether with one of our designs or your own,
we understand how to facilitate new processes,
methods, and approaches in your organization so
that the new methods are accepted in as short a
timeframe as possible.
Using combinations of training, coaching and
mentoring, we help you effectively implement
Marketing/Sales processes that work with real
people; in the real-world; in real time. We've been
in your shoes most of our careers and we
understand what it takes to get an organization to
change.
C
USTOMER
M
ANUFACTURING
G
ROUP
A C
OMPANY
O
VERVIEW
Marketing/Sales
is more than a set
of activities. Its
a process, and
success comes
from managing
that process
correctly. Overview
What's Different About Our Approach?
Marketing and Sales are composed of hundreds of individual tasks
and activities. This inherent complexity, coupled with the long-
standing belief that these functions are more art than science, has
led most companies to manage their Marketing/Sales functions on
an event or project basis (or even on a crisis basis).
To be managed effectively, however, Marketing/Sales must be
managed as a process with a proven set of process management
principles. In searching for a solution to this management dilemma,
we based our work on two fundamental beliefs:
1. That Marketing and Sales must be viewed as a seamless
cohesive process, rather than distinct, separate functions.
2. That the process model must be usable and useful in day-
to-day applications as well as from a long-term perspective.
We recognized that the ultimate result of all Marketing/Sales
activities is a steady stream of the right customers in the
appropriate quantity to accomplish the organizations goals. This
led to a fundamental breakthrough.
Our proprietary concepts consist of two innovations. The
first is a useable process model for Marketing/Sales. While
Marketing process models exist, most of them have been
developed in academia, and have not proven useful in the real
world. In searching for a useful model, we examined other areas of
business that had been successfully modeled. Then it hit us: What if
you viewed Marketing/Sales as a manufacturing process whose
output was loyal customers?
We postulated and then set out to see if Marketing/Sales
could be modeled as a manufacturing process. What we found was
that this model provides a useful reference for evaluating,
designing and managing Marketing/Sales as an integrated,
repeatable, predictable function.
Once you have a useful Marketing/Sales process model, the
question arises as to the best method for managing it. For the
second innovation, again, we looked to manufacturing. The
manufacturing world has developed proven methods for managing
complex human processes over the last 50 years. Recognizing the
analogies between product manufacturing and Customer
Manufacturing provided the leap.
A System To Manufacture Customers
Why manufacturing? Over the past fifty years, the manufacturing
world has transformed itself from a series of independent activities
to a synergistic, well-managed, predictable process that delivers a
predictable stream of quality products . . . exactly analogous to
what Sales and Marketing should do. Thus, our model for a
Marketing/Sales process, the Customer Manufacturing System, is
closely aligned with what has evolved from the manufacturing
world.
Product manufacturing is comprised of a design function
and a production function. Methods have been developed over the
years to integrate and manage these functions. Viewing Customer
Manufacturing as composed of Customer Engineering and
Customer Production, rather than Marketing and Sales, allowed us
to construct a useful model of Marketing/Sales that incorporates
proven methods to integrate and manage these complex functions.
What we have found is that companies can use our System
to quickly find and fix Marketing/Sales bottlenecks, forecast moves
by the competition, develop better new product plans, provide
better integration between Marketing and Sales, all while reducing
costs and increasing revenue. This System to Manufacture
Customers is an innovation in the management of Marketing/Sales
that provides results.
Who Uses Customer Manufacturing Group?
Customer Manufacturing Group clients vary in size and industry
but share one common goal the desire to grow faster than their
market. These companies have also recognized that traditional
approaches to improving Marketing/Sales performance have
severe limitations and can't solve the complex problems facing
companies in the 21st century.
Our principals have served clients and applied the principles
of Customer Manufacturing in a spectrum of industries. Our ability
to transfer effective ideas from one industry to other industries is a
source of competitive advantage for you . . . and us.
Who Are We?
Customer Manufacturing Group principals are highly experienced
business professionals who spent years working within their areas
of specialty in strategic planning, marketing, sales, operations, and
general management. Our total focus is on helping our clients
increase sales and lower the cost of creating those sales.
You can learn more about us by visiting our website at
www.customermanufacturing.com. The site provides additional
information on the concepts involved with Customer
Manufacturing, the detailed backgrounds of our key principals, and
it has numerous information papers that you can download.
C
USTOMER
M
ANUFACTURING
G
ROUP
3350 S
COT T
B
OULEVARD
, B
UILDING
20, S
ANTA
C
L ARA
, CA 95054 T
EL
(800)947-0140 F
AX
(408)727-3949
www.customermanufacturing.com
� 2000, 2005, CMG I
NC
.
V
2.1
A C
OMPANY
O
VERVIEW
Customer Manufacturing and System to Manufacture Customers are Registered
Trademarks of Customer Manufacturing Group, Inc.