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CRM: General Practitioners Need Not Apply

The patient with a brain tumor would not seek the assistance of a general practitioner. While many manufacturers and distributors have effectively utilized lean technologies, there is significant confusion about how to translate these lean principles to the sales and marketing divisions of the enterprise.

With up to ten years of continued process improvements on the plant floor, back office, and distribution operations, manufacturers have finally arrived at the front door of customer relationship management (CRM). Still engineering and operations focused, many senior manufacturing executives are strongly resistant and visibly uncomfortable in approaching lean CRM.

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