Archive for PDCA
Lean Engagement Team Book Released
Posted by: | CommentsSales 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]
Related Information:
SALES PDCA Framework for Lean Sales and Marketing
Profound knowledge for Lean Marketing
If all of us need to be marketers, what’s the framework?
The 7 step Lean Process of Marketing to Toyota
The SDCA Cycle Description for a Lean Engagement Team
Posted by: | CommentsThis presentation is an overview on how to implement SDCA (Plan – Do – Check – Act) in the field of Lean Sales and Marketing. It includes an outline for standard work of this cycle and an embedded video with Dr. Michael Balle, the Gemba Coach at the Lean Enterprise discussing Standard work in a knowledge creating department – Engineering.
Graham Hill former head of CRM at Toyota Financial Services states that:
Marketing in highly competitive markets is about exploring new propositions on the innovation fitness landscape. The environment determines where to start and complex marketing environments need EDCA. EDCA = Explore, PDCA = Plan, SDCA = Standardize, marketing operations are all about moving along the EDCA>PDCA>SDCA pathway.
Standard Work should only encompass part of your time. In fact, knowledge workers should have a a fair amount of slack time built into their process, i.e. Google, 3M. On the other hand, just about every person wants some form of standard work. Most enjoy doing tasks that they are comfortable with and gives them a sense of accomplishment in completion. The amount of Standard Work that you decide for your teams will differ from organization to organization and from team to team. The bigger picture is that Standard Work is what provides line of sight for your team. It enables support and provides opportunity for managers to serve you.
More information is available in my posts, Lean Canvas for Lean EDCA-PDCA-SDCA, The PDCA Cycle Description for a Lean Engagement Team and The EDCA Cycle Description for a Lean Engagement Team.
Have we reached the end of the pathway? We have actually just started. Standardizing your work provides opportunity to spread it within your organization and will make it easier for customers to go deeper into your organization for knowledge sharing. As a result, it will provide a flood of new ideas for innovation and co-creation opportunities. But even more importantly it secures a vendor-customer relationship or partnership that is difficult for others to replicate. More on this in the blog post, Positioning your organization to learn from your customers.
Standard Work does not need to be boring: Is Zappos the Next Toyota?
Related Information:
Servant Leadership in the Toyota Culture
What will your workplace be like in 2020?
Reducing Muda for Others with Kaizen
PDCA Cycle Description for a Lean Engagement Team
Posted by: | CommentsThis presentation is an overview on how to implement PDCA (Plan – Do – Check – Act) in the field of Lean Sales and Marketing. It includes an outline for standard work of that cycle and an embedded video with Dr. Michael Balle, the Gemba Coach at the Lean Enterprise discussing the Power of Check in PDCA. The video goes on to discuss how to test your opinion with PDCA.
Graham Hill former head of CRM at Toyota Financial Services states that:
Marketing in highly competitive markets is about exploring new propositions on the innovation fitness landscape. The environment determines where to start and complex marketing environments need EDCA. EDCA = Explore, PDCA = Plan, SDCA = Standardize, marketing operations are all about moving along the EDCA>PDCA>SDCA pathway.
Lean Sales and Marketing is essentially a knowledge transfer system and PDCA is an incredibly powerful tool for defining and closing knowledge gaps. Starting with the unknown, we start with EDCA. As we move along the marketing pathway we arrive at a known problem/knowledge gap and PDCA is utilized. Viewing sales and marketing from a knowledge versus a performance gap perspective, can make things a little fuzzy. Refining the Marketing pathway into three separate distinctive cycles of SALES EDCA, SALES PDCA, SALES SDCA allows team roles to be defined and provides clarity to the process. In the blog post Practical Approach to Innovation used by Disney, a video demonstrates an approach developed by Walt Disney and based on the roles of Dreamer, Realist and Critic. However, instead of thinking of the Dreamer think EDCA, Realist think PDCA and Critic think SDCA. This serves as a great analogy on when to use the three disciplines and how they interact with each other.
More information is available in my posts, Lean Canvas for Lean EDCA-PDCA-SDCA and The EDCA Cycle Description for a Lean Engagement Team.
Related Information:
How effective does your Sales and Marketing team work together?
A Look at Innovation from a Different Angle
The use of Hansei in Lean Sales and Marketing
The Resilience of PDCA
