When was the last time your organization evaluated your sales process to ensure it truly serves your customers and is as efficient as possible? If you aren’t sure or feel like your sales process needs a tune-up, your team could benefit from value stream mapping your sales process.

First, let’s get crystal-clear on what value stream mapping is.

→ Access Now: 8 Business Flowchart Templates [Free Tool]

By going through the value stream mapping process, your sales team can standardize your sales approach, allowing you to define and replicate the best process to land the sale. It is important to note that effective value stream mapping is a team effort. This is not an activity that should be done by one person alone — aim to have three to 10 people working on your value stream map to ensure your process improvement is thorough and complete.

价值流映射是a management practice called Lean。起源于Toyota Production System,精益在制造业中很受欢迎,但是销售团队也可以从应用精益原则中受益。

精益的五个关键原则是:

  1. Identify value— Understanding what your customer needs and how your product serves them.
  2. Map the value stream— An exercise to help you ensure value flows throughout your organization and processes.
  3. 创建流程— Maximize efficiencies and reduce waste in your organizational processes.
  4. Establish pull— Considering customer consumption and how it relates to business operations.
  5. Seek perfection— Focus on continuous improvement.

今天,我们将重点关注第二个原则 - 绘制价值流 - 以及如何使您的销售团队受益。

It’s important to note that value stream mapping is often compared to process mapping. Let’s take a look at the differences below.

通常情况下,过程之前,是价值流程图ss mapping. Now, let’s walk through value stream mapping step-by-step.

Value Stream Mapping Process

1. Identify the process you want to improve.

Begin by identifying the process you seek to improve. This is also the time to identify key stakeholders and roles and responsibilities to keep the activity on track.

2. Define the objective and scope.

选择该过程后,概述了改进该过程的目的。例如,如果您的团队选择优化您的销售流程,请确保每个人都了解为什么优化销售流程很重要。完成此练习的销售团队的一个共同目标是提高管道速度(线索通过管道的移动速度)。

Additionally, you want to define the scope by understanding the specific start and endpoint of the process you want to optimize.

3.绘制过程的当前状态。

接下来,您的团队应记录该过程。使用销售流程示例,记录了潜在客户如何进入您的渠道,他们在整个销售过程中(包括交接)与您的品牌或销售团队的接触点以及所有导致销售的活动。

As you document each step, make sure you also indicate who is responsible and how long each task takes.

4. Identify inefficiencies and areas of improvement.

Now that you have documented your process’ current state, use a critical eye to identify areas of inefficiency or non-value-added activities. These are known in the world of Lean as "waste."

销售中废物的常见来源包括:

  • Defects— Providing incorrect, unclear, or outdated information to a prospect.
  • Overproduction— Over-communicating with a prospect to repeatedly gather information or clarify requests.
  • Waiting— Time spent waiting on answers or information from other areas of your company (including marketing, production, and inventory) that impact your ability to share information with prospects in a timely manner.
  • Under-utilized talent— The amount of time sales reps spend on tasks that are not related to selling and engaging with prospects. This can include manually running processes, creating proposals, and looking for information.
  • Transportation— The area of sales doesn’t typically involve the transportation of parts or goods related to manufacturing. In sales, transportation waste can be equated to time wasted during the flow of information. For teams notusing a CRMto automate and prioritize their communication efforts, there can be a great deal of transportation waste.
  • Inventory— As a sales rep, your deliverables to your prospects are considered your "inventory." This can include providing quotes, pricing information, and negotiation deliverables in a timely manner.
  • Motion- 在精益中,当采取更多的步骤来完成任务或工作声明时,就会发生运动浪费。对于您的销售流程,请寻找加快或自动化任务以改善运动的方法,例如设置CRM integrationsto reduce manual tasks.
  • Processing- 当多次处理相同的数据或信息时,会发生这种垃圾。您是否发现您或您的团队必须在多个地方输入相同的信息?您是否必须去多个来源才能提取标准报告数据?如果是这样,这些区域可以消除或减少处理废物。

5. Map out the future state of the process.

Once you have identified the areas of improvement, document the ideal future state, improving the inefficiencies you outlined above.

As you did when you outlined your current state, indicate how long each action will take using the improved process. This will help your team quantify the amount of time you’ve saved.

6. Create an action plan for implementation.

现在,您已经绘制了新的和改进的流程,现在该实施了。创建团队可以处理的现实行动计划,以使新过程成为现实。它有助于让项目经理确保实施顺利进行,并使利益相关者负责。

In all, here’s what your final value stream map could look like (with some adjustments that are specific to sales and not manufacturing).

Completed value stream map

Image Source

不知道如何开始?看一看佛llowing flowchart template that you can use to create a value stream map.

值流映射模板

Value Stream Map Template

下载您的自由流程图模板以创建值流图

At its core, value stream mapping is the same as creating flowcharts — only with unique VSM symbols, which we go over below.

HubSpot’s flowchart templates will help you get started creating a value stream map. The best part is that you can start with a simpler, linear chart, then add more complexity as you go along.

值流图具有唯一的符号。图表制造商工具通常包含这些符号,但是如果您现在刚刚学习创建VSM,我们建议您首先下载符号包并播放。

这是两个图标包:

Now, it’s important to familiarize yourself with the symbols before starting to create a map. Let’s go over them below.

Value Stream Mapping Symbols

Value stream mapping symbols

1. Customer/Supplier Icon

消费者和供应商价值流图图标When placed at the upper left-hand corner of the value stream, this symbol represents the supplier. When placed in the upper right-hand corner, it represents the customer.

2. Dedicated Process Flow Icon

Dedicated process value stream map iconThis represents a single department, process, or operational machine a material flows through.

3. Shared Process Icon

共享过程值流映射图标这代表由多个值流共享的部门,流程或操作机。

4. Data Box Icon

数据框 - 值 - 流映射符号On a value stream, this symbol is placed under other icons in the system that require more data for analysis. For example, a data box could go below a detailed process flow icon to show CRM data reporting cycle time.

5. Workcell Icon

工作单元格值图图标This icon indicates multiple processes integrated together to improve the quality, speed, and cost of product creation.

6.库存图标

Inventory value stream map iconThis symbol can represent inventory counts that need to take place within the value stream.

7. Manual Information Icon

Manual information value stream map icon这表明通过以电子方式共享的书面内容的信息流。

8. Electronic Information Icon

Electronic information value stream map iconThis icon indicates when information is shared electronically through mediums such as email.

9. Push Arrow Icon

Push arrow value stream map iconThis icon represents material or product pushed from one process to the next.

10.口头信息图标

Verbal information value stream map iconThe verbal information icon indicates the flow of information that is shared verbally.

11. Kaizen Burst Icon

Kaizen突发值流图图标Kaizen爆发突出了价值流上的问题区域。它旨在指示可以改进的废物区域以优化整个过程。

12. Other Information Icon

Other information value stream map iconAny additional information that doesn’t fit into the categories above can be communicated through the other information icon.

At this point, we’ve covered the key steps and symbols you need to know to facilitate a value stream mapping exercise. Let’s put it all together with an example.

Value Stream Mapping Example

The enterprise sales team at a SaaS company recently completed a value stream mapping exercise. They first mapped their current state, then mapped their future state.

Current State VSM

When mapping out their current state, the enterprise sales team realized, on average, each customer was being passed off to three different sales reps during their买家之旅。They also realized the handoff points were where they saw the greatest leaks in their sales funnel.

By handing prospects off from sales rep to sales rep without sharing context or information each time, customers were having to repeat information. Additionally, the team realized they didn’t have a central system in place for managing customer data, so each rep was responsible for keeping their own records of customer interactions. This led to inconsistencies in their reporting and in the experience of each prospect.

Future State VSM

As the team mapped out their sales process’s future state, they outlined a new structure involving the implementation of a CRM. This helped them manage their data and serve as a single-source of information for reps. This would decrease the amount of time it took to make the sale because reps were spending less time hunting for data, and it resulted in smoother hand-offs because all reps had access to the same information.

By implementing these improvements, the enterprise sales team was able to cut their average conversion time in half, while increasing their sales month over month. Because the improvements were so well-documented, they were able to share best practices that were easily implemented by their mid-market sales team as well.

Value Stream Mapping Tools

While some teams prefer to use pens, paper, and sticky notes to complete their value stream map, there are helpful digital tools available as well. Here are some value stream mapping tools to check out:

1.Lucidchart

Lucidchartvalue stream mapping

Image Source

Lucidchartis a web-based collaborative platform that allows your team to create digital value stream maps. With helpful templates and drag-and-drop features, your team can improve processes quickly and easily. Lucidchart also integrates withHubSpot through Zapier, so you can easily plug your CRM into your new and improved process.

Pricing:自由;$ 7.95/月(个人);$ 9.00/用户/月(团队);定制(企业)

2.微软Visio

Microsoft的价值流映射工具Part of the Microsoft Office Suite, Visio is a tried-and-true tool for creating flowcharts and value stream maps. With Office 365, anyone in your team can access the web-based Visio application to build a robust value stream map.

Pricing:$5/user/month (Plan 1); $15/user/month (Plan 2)

3.SmartDraw

SmartDraw的值流映射工具SmartDraw is an easy-to-use drawing program that can be used to create comprehensive value stream maps. They also offer helpful templates and pre-made diagrams to help your team flow through the value stream map process, providing helpful tips and information if you get stuck.

Pricing:$9.95/month (Single User); $5.95/user/month (Multiple Users)

4.Creately

Value stream mapping tool by CreatelyCreately is a data visualization tool that you can use to create a strong value stream map. It provides all the standard icons for the map, and the best part is that it includes a大型VSM模板库立即让您开始运行。您可以通过邀请他们编辑文件来与VSM​​上的其他人合作。

Pricing:自由;$4.95/month (Personal); $6/month (Team); $15/month (Enterprise)

5.VisualParadigm Online

Value stream mapping tool by VisualParadigm在线是另一个数据visualizati视觉范式on tool that has a dedicated VSM feature within its platform. It offers multiple VSM templates that range in complexity and area of focus.This one, for instance, focuses on current state mapping, whilethis onefocuses on future state mapping.

Pricing:自由;$ 4/用户/月(入门);$ 9/用户/月(预先);$ 15/用户/月(组合)

Create a Value Stream Map to Improve Processes at Your Business

If you’re looking to improve your team’s processes for greater efficiency and increased sales, going through a value stream mapping exercise is an effective way to do so. That way, you can pinpoint areas of improvement in your overarching functions and ensure that your department is as efficient and profitable as it can be.

Editor's note: This post was originally published in November 2019 and has been updated for comprehensiveness.

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最初出版于2021年7月22日下午5:00:00,更新于2021年7月22日

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