In many companies, departments still operate in silos — wasting valuable resources. Especially in quality and process management, well-intentioned process documentation often goes unused. At the same time, sales managers struggle to capture and share the best practices of their top performers. What’s missing are new, simple approaches to making knowledge easier to access and integrate.
What challenges do quality and process managers face?
Process documentation is often so complex that it ends up collecting dust. Many employees find it hard to apply or even understand the detailed process diagrams. What’s really needed are simpler, more practical guides that integrate seamlessly into daily work. In short: processes need to be designed so that anyone can understand and apply them with ease.
But here’s the problem: process and quality managers often lack the insights and feedback from colleagues that would allow them to create processes that actually work in real life.
And what about sales?
Same story, different struggle. While a few top performers shine, others struggle to keep up — simply because successful methods aren’t being shared. And why aren’t they? Often because there’s no time or incentive to do so. Processes are seen as rigid rules that limit flexibility — especially in sales, where agility and fast, personalized customer responses are key. I sometimes say sales is the natural enemy of process documentation.
But ironically, well-designed processes can do the opposite: they can enable sales teams by giving them confidence and structure to deliver exactly what their customers need. If processes are designed to support — not constrain — sales teams in their daily work, they’ll gain not only acceptance, but appreciation.
A team that’s ready to share what works stands to benefit massively.
Enter new technologies
Tools like gong.io, kickscale, and tl;dv.io are already proving how AI can transform process work. They analyze customer conversations and generate meeting summaries, follow-up emails, and even highlight objections and questions that were raised. This data is then matched with existing processes and — when gaps are found — the AI suggests concrete process updates. That’s continuous improvement, built right in.
This reduces the manual effort of updating documentation and integrates knowledge sharing directly into the team’s workflow. Everyone gets access to proven methods — without needing to reinvent the wheel.
And both departments win:
Quality managers gain real-world feedback and insight from everyday work. Instead of asking for feedback and waiting, the AI compares actual behavior with the documented process and automatically fills in the practical details.
Sales reps get a tailored playbook — infused with the experience of top performers — and they don’t even have to update the processes themselves. The knowledge is just there, right when they need it.
The process as a partner to sales
Now imagine quality management not as a burden, but as a true partner to sales. With the help of modern technology and targeted knowledge exchange, that’s exactly what’s possible. Sales teams recognize the value of processes because they’re designed for their needs. Continuous improvement, driven by real customer conversations, makes those processes feel tangible and relevant.
And suddenly, the sales department isn’t the eternal opponent of process optimization — but its strongest ally.
Sign in to get in touch with Carsten directly.
We are happy to provide you with inspiring content, current events and news.
