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The Importance of Operational Excellence in Marketing and Sales

September 21, 2021

The world of business is at a peculiar moment these days. We can see that there are a lot of things changing as we speak. For example, the introduction of the internet was a game-changer.

Its introduction was followed by massive changes in all industries, especially when it comes to marketing. We can see that operational excellence is something quite popular these days. According to Btoes, 58% of respondents stated that operational excellence is growing in popularity.

Even though it became popular recently, saying that it is new is a mistake. The concept was established by Japanese marketing expert Dr. Shigeo Shingo in the middle of the 20th century. It’s just that it has gathered more followers in the last decade.

Operational excellence is something that can help in many aspects of a business. Even those who are familiar with the term are unaware of the fact that it can help with marketing and sales. Now, let’s see how it can enhance these two elements.

What is Operational Excellence?

Operation excellence is a philosophy that encompasses problem-solving and guidance as to two major factors of constant improvement. Since there are many ways of interpreting this term, we can see that many business owners are unsure about how to implement it properly.

Not only that, we can see that many people think about this term as too ambiguous. In most cases, managers think that it is a set of actions. But it is more of a mindset that needs to be accepted both by employers and employees. It is the main drive force for the growth of many companies.

The other way to address operational excellence is to say continuous improvement. We believe this term is much easier to understand. If you are interested in learning all there is to know about this concept, make sure you visit Yoobic

How Does it Enhance Marketing and Sales?

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Now, we would like to provide you with a couple of factors that make operational excellent for improving marketing and boosting sales.

1. Identifying the Motivation

When discussing customers, we can see that these don’t vary only in location and size. There is one more category we would like to include, their problems. Sure, we know this can sound a little strange. But a customer with a problem that needs solving is the trigger for them looking for a solution.

Ultimately, they will come across your brand. That’s why your brand must understand the motivation behind its target audience’s motivation to look for your product or service. As you can presume, possibilities are numerous. Still, focusing on a couple of them is the way to go.

Of course, a lot of it depends on the product or service your brand is offering. Gathering all the managerial staff and discussing these motivations would shine a light on which you should focus. Even if you make mistakes, it is easy to implement a new one in a new campaign.

2. Look for Solutions

Marketing and sales are factors that help you define the value stream. For those who are not aware, we are talking about the process customers go through to prioritize, understand, and pick a solution for their issue. By using data gathered through studies and reports, you can focus on the commonest ones.

After conducting this research effectively, you will have a chance to eliminate all the elements that don’t provide you with value. Also, you will establish an opinion about the solutions your potential clients are looking for. When you have an answer to this question, it is easy to offer them a proper solution.

3. Sales Funnels Flow Faster

In a vast majority of companies, sales and marketing are two distinct departments. It is an approach that emerged many years ago, and it is still alive and well. However, today’s market requires these to collaborate much closer than they have ever done.

Yet, this is not something we can change overnight. But, with the implementation of principles of operational excellence, is it possible to make this collaboration more effective. These principles encourage clear and honest communication between departments like they are members of the same team.

That way, the company will have an understanding of what their clients need. With this knowledge, they can create more efficient marketing campaigns that will result in making sales funnels flow much faster than before. 

4. Establishing Definitions

Establishing operational definitions is a crucial thing to do. If we don’t do it appropriately, coworkers will talk about an occurrence without understanding each other. We are talking about something that happens much more often than managers usually realize.

Let’s take the term “customer” as an example. There may be a couple of definitions of this term in the case of your company. Understanding what you are talking about is something that any organization cannot do without. So, establishing definitions is a must.

Every organization needs answers to these questions that are both simple and clear. Still, establishing these definitions cannot be done without the participation of all departments within the organization. When we decide on these, we can observe every problem from various angles.


As you can see, implementing operational excellence in marketing and sales can provide you with numerous benefits. The only concern you have is performing this implementation properly. Here, you can take a look at a couple of ways that will help you understand just how you can boost these two departments with this approach.

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