How Lean Marketing can improve the integration with the Supply Chain

The paper aims to develop a comprehensive framework for Lean Marketing and Sales, making it accessible to specialists and newcomers. This manuscript addresses the gap in applying Lean methodology within the Marketing and Sales department, despite its widespread success in operational and Supply Chain efficiency across various business sectors. The framework defines Lean Marketing and Sales as the systematic application of Lean principles to improve efficiency and integration with the Supply Chain, eliminate waste, accelerate production cycles and professionalize internal Marketing and Sales in an area wider than the Lean Supply Chain. The study identifies three main objectives of Lean Marketing and Sales with the integration of the Supply Chain: defining and eliminating waste, accelerating production cycles and enhancing professionalism. Interviews with Marketing and Sales leaders without prior Lean experience provide insight into effective Lean marketing and Sales applications. Interviews reveal that Lean principles align well with Marketing objectives, underscoring Marketing's central role in supporting principles such as value and flow. From a methodological perspective, future research could benefit from a more quantitative approach. Despite its limitations, the paper provides a crucial foundation for Lean Marketing and Sales research, offering implications for academia and practical tools for industry professionals. Examining enablers highlights the importance of cultural alignment, holistic strategy, and collaborative planning for a successful Lean transformation. The study encourages further practical research, highlighting the need for diverse participation and investigations into the applicability of the framework in companies adopting Lean. The study promotes research on Lean Marketing and sales, offering valuable insights for both the academic and professional world. In conclusion, this fundamental exploration of Lean principles in industrial Marketing reveals key insights and recognizes limitations.