Lean Marketing House

Nov

Lean Marketing House ebook

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Lean Marketing is the Future of Marketing

Released as an ebook, Lean Marketing House is now available on the Business901 website. “When you first hear the terms Lean and Value Stream most of our minds think about manufacturing processes and waste. Putting the words marketing behind both of them is neither creative nor effective. But the future of marketing may be closely related more to these terms than you may first think. Whether Marketing meets Lean under this name or another it will be very close to the Lean methodologies developed in software primarily under the Agile connotation,

The book uses the symbolic Lean House to symbolize the five basic principles of Lean:

Identify Value (Roof)
Map Value Stream (Header)
Create Flow (Value Stream – Pillars)
Establish Pull (Foundation)
Seek Perfection (Base)

In addition to these five sections, the book also includes a section on Lean Tools and Tips for the marketing process. The book consist of 112 pages and over 40,000 words. The book is the first in the series of the Marketing with Lean Program: This series consist of the five individual products.

Lean Marketing House
Driving Market Share
Value Stream Marketing
Using A3 in Marketing
Marketing your Black Belt

Categories : Lean Marketing

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Jan

Marketing with Lean Series – 4 Pack

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Special Offer

It is even more special for a limited time, if you visit the Business901 website and wait 30 Seconds!

Lean Marketing House (More Info): A starting point for creating true iterative marketing cycles based on not only Lean principles but more importantly Customer Value. Recommended 1st reading of series.

Marketing with PDCA (More Info): Targeting what your Customer Values at each stage of the cycle will increase your ability to deliver quicker, more accurately and with better value than your competitor. It is a moving target and the principles of Lean and PDCA facilitates the journey to Customer Value. Recommended 2nd reading of series.

Lean Engagement Team(More Info): The ability to share and create knowledge with your customer is the strongest marketing tool possible. Recommended 3rd reading of series.

Marketing with A3(More Info): Enables sales and marketing to use the Lean tool of A3 as a structured approach for their problem solving, strategies and tactics. Recommended 4th reading of series.

Save when buying all 4

This series of books are about developing a continuous improvement culture in your sales and marketing and re-positioning your customer as the center of your organization. The further we are from our customers’ knowledge base the more effort has to be made to create a larger and larger supply of prospects. The ability to share and create knowledge with your customer is the strongest marketing tool possible. Successful Sales and Marketing are no longer trying to get their message out but developing strategies to get the message in.

Disclaimer: There is no silver bullet introduced in these books.

Categories : Lean Marketing

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Jan

Lean Engagement Team Book Released

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Sales and marketing can no longer operate in a vacuum. It has become a process output that intertwines across many of the departments within the organization. As companies have become flat, their decision making is increasingly being done by committee. As a supplier, you must mimic your customer decision-making path and as a result your sales and marketing will also be done by committee. Our highest priority is to deliver to the customer content that he deems valuable to his decision-making process.

Lean is the future of marketing and one of the main reasons is the development of Agile under the Lean umbrella. Using the Agile Manifesto as a basis for Agile marketing or Lean marketing is a good start. In summary they are based on these principles:

Individuals and interactions over processes and tools
Content-rich material over elaborate promotion
Customer collaboration over contract negotiation
Response to changing customer needs over following a plan

The further we are from our customers’ knowledge base the more effort has to be made to create a larger and larger supply of prospects. The ability to share and create knowledge with your customer is the strongest marketing tool possible. Successful Sales and Marketing Teams are no longer trying to get their message out but developing strategies to get the message in.

Table of Contents

The Path
Positioning your organization from your customer’s viewpoint
Only the Customer Determine Value
PDCA from the Outside-In
The iCustomer and iTeam
New Lean Thinking
Lean Engagement Tools
Lean Engagement Team
Marketing Gateway of EDCA, PDCA, SDCA

The book is available as a PDF download on the Business901.com website or on Amazon:

Lean Engagement Team (Marketing with Lean, Volume 2) [Ring-bound]

Lean Engagement Team (Marketing with Lean, Volume 2) [CD-ROM]

Categories : Lean Marketing, Pillars

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Jan

Lean Sales and Marketing works because of Leader Standard Work

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People struggle with Lean in sales and marketing because they don’t believe that many of the fundamental concepts of Lean, such as Standard Work can apply to the S & M discipline. If you review the slide shows under the Lean Engagement Team section on Slide Share, I think you will find how much they are based on standard work. Think about Leader standard work, it is intentionally designed to focus multiple layers of attention on the same process. For example:

The Team Leader’s Standard Work might including adding new call scripts into a follow-up campaign for a certain webinar or trade show. The team leader also heads a brief daily stand-up meeting with the team which is part of the regular agenda to ensure that appropriate action has been taken or initiated. The Team Coordinator should attend but not head the meeting.

The Team Coordinator might then work with the team to go over playback of scripts for training. He may bring in additional trainers as part of a weekly program to improve delivery. The TC ensures that program has been coordinated with other actions in the marketing communication department.

The Marketing Communication department sends follow-up emails, auto-responders and/or direct mail.

The Value Stream Manager might allocate budget for calling program and meet once a week to check progress and to lead a regularly-scheduled meeting with the TC, TL and MC to discuss the problems or opportunities.

It is this way that standard work is layered to ensure focus on the processes that produce the results. It is one of the most challenging aspect of the transition from a traditional results-only culture to a lean results-and-process-focused culture.

A quote from Dr. Michael Balle, “Lean is not a revolution; it is solve one thing and prove one thing.” Leader Standard work is the foundation of Lean Sales and Marketing and the fundamental process that replaces the "Silver Bullet" found in most typical marketing jargon.

What are your thoughts? Is your marketing efforts based on standard work?

Systems2win(who I work with) has an excellent description on the website, Leader Standard Work tool.and a new video out (below) that explains Standard Work.