Archive for Lean Markeitng House
Lean Marketing House ebook
Posted by: | CommentsLean 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
Related Information:
Lean Marketing Creates Knowledge for the Customer
Why Lean Marketing? Because it is the Future of Marketing …
The Pull in Lean Marketing
Why does The Pillars of the Lean Marketing House™ crumble?
Posted by: | CommentsIs it just poor planning? Maybe, you really did not believe in the system. Typically there are four barriers to implementation of most plans.
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Clarity, few people understand the strategies.
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People may not be directly linked or measured by the outcomes.
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Money, the entire process is not totally funded.
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Management looks for quick wins versus building a platform.
Most organizations build their pillars at the strategic business unit level, in the marketing departments within the business. However, they must include and receive buy in from customers, sales and other parts of the value chain to make it work. If it is pushed down it will seem like just another program. 
Once we have designed The Pillars of the Lean Marketing House™, we need to implement it throughout the entire organization. This requires careful planning and coordination with all parts of the organization. It is beyond the scope of this post to go into an entire Product Launch but we basically should know, how to organize, coordinate efforts and establish deliverables within the organization. Also, we should have knowledge of the time, availability of data and the resources needed. Another important aspect is the degree of support and funding both in time and money that management is willing to commit too.
When completed, The Pillars provide clarity, the budgetary requirements and a platform for management to buy into and support. However, it lacks the foundation needed for implementation and measurement that is required for successful deployment. We will need to integrate the Hourglass into lower level blocks or the Foundation of the Lean Marketing House™. The blocks provide the stability to the The Pillars of the Lean Marketing House™. They are made up of the tactics we will employ to move prospects from one stage to another. As we move the forward, a more formal collection and reporting system will emerge. Once we get more and more blocks working, we will begin to link the different segmented pillars together.
Building The Pillars of the Lean Marketing House™. often require continuous testing and modification to see if the process is working. This can be frustrating for many who routinely expect perfect solutions. Many times you are testing something that you never had applied or had measurements before. You will revisit your pillars, adjusting and re-aligning it to fit with the organization. It is not unusual to postpone the rollout of pillars until the first pillar is well established and working. The foundation of the Lean Marketing House™ will be explained in upcoming posts.
Related Information:
Lean Marketing House – Foundation
Have you listed all your delivery processes? What did you learn?
Posted by: | CommentsDeveloping a Marketing hour glass for a client, I was using my Systems2win Family Matrix Chart(it’s a plug). The chart is not that unique in that it has you list your product services down one side and then across the top it has you list your Delivery processes. The uniqueness of the template is a few other tricks it has as part of the package, but I wanted to address your delivery processes. BTW, this template is a great way to start your journey in creating a Value Stream Mapping process. 
What this template forced me to do with this customer is to identify first his product groups or services and then his marketing delivery process. Listing all the delivery processes across the top identifies the foundation in the Lean Marketing house. As I placed an “X” in the box. It is good to identify your marketing processes it of course helps you with budgeting, but it really is the first step in moving from just a simple marketing calendar to a marketing system.
Building this process allows you to discover:
1. Each Medium you are using for your marketing.
2. The overlap of the marketing message of your different products.
3. The uniqueness of several of your processes.
4. What items happen with the most frequency, the least.
5. The time it takes for the process.
6. Where a constraint may be on a resource!
However, after really reviewing the document for a while it was blatantly obvious, which of these of processes were important and were not to the customer. HOW MUCH TIME WERE WE SPENDING ON THE WERE NOTS?
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