A Research Agenda for Value Stream Mapping the Sales Process

Lean thinking has become pervasive in manufacturing, but its use in sales remains exploratory. In this paper, we demonstrate the sales application of an essential tool for lean management called value stream mapping. We conceptualize sales as a process in which a buyer and seller jointly participate in creating value, and using a case study, we demonstrate how this process can be mapped and analyzed. Finally, we discuss opportunities and challenges for future research, particularly the importance of customer-centric value metrics.