About this Presentation
The TOC M&S solution is focused on enabling an organization to capitalize on a decisive competitive edge. The marketing application addresses how to create an “unrefusable offer” for potential clients, one which provides a WIN for all. If this process is followed effectively, the probability of turning a prospect into a customer is high (not 100%). The sales process is geared to selling a solution, rather than a product or service, and is managed as a series of steps that flow well (in terms of lead time) with good conversion rates between each. The TOC M&S solution has resulted in an 80% (or higher) hit rate for some organizations. This session will cover some of the key elements of the TOC M&S solution.
What Will You Learn
To help you get the most value from this session, we’ve highlighted a few key points. These takeaways capture the main ideas and practical insights from the presentation, making it easier for you to review, reflect, and apply what you’ve learned.
Traditional marketing fails to drive predictable growth when it treats sales outcomes as random events; this session shows the need to structure marketing around measurable flow constraints rather than ad hoc promotion.
Sales and marketing must be aligned around a shared appointment generation process, where qualified leads are treated as the true “throughput signal” instead of vanity metrics.
The presentation illustrates how breaking down the buyer journey into repeatable steps — with clear priority, cadence, and feedback loops — reveals hidden bottlenecks that block conversion and revenue acceleration.
It emphasizes that optimizing message reach without coordinating follow-up execution and handoff discipline produces wasted effort; real growth requires managing the entire sales pipeline as a connected system rather than isolated functions.
Instructor(s)
Dr. Lisa Anne Ferguson
Dr. Lisa Ferguson's goal in life is to illuminate the way to utopia for individuals, organizations, and the rest of society. Our strategies and tactics are based on using the Theory of Constraints (TOC), combined with other best practices to dramatically improve strategic planning and execution, retail, education, healthcare and the health/happiness/success of individuals with a holistic approach. TOC was founded by Dr. Eli Goldratt to achieve his goal in life of teaching the world to think. For a decade, Dr. Ferguson was a full-time professor of operations management before resigning to teach for The Goldratt Group full-time training consultants (both TOC experts and Supply Chain Logistics implementers). Next, Dr. Lisa Ferguson spent a year (2007 – 2008) working as the apprentice to best-selling author and business guru, Eliyahu M. Goldratt as he trained her to become an even more successful writer and speaker, while further developing her TOC expertise. Her service on the TOCICO Board of Directors in an elected, unpaid position is from 2008 – 2011 and 2020 – 2021. Professor Ferguson is the author of the chapter on Strategy and Tactic Trees in The Theory of Constraints Handbook. Dr. Ferguson began teaching online classes for Illuminutopia in 2010. She is a published author (as well as an editor) and consultant with experience guiding Fortune 100 companies down through small businesses.