Archive for Agile Marketing
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
Lean Sales and Marketing
Posted by: | CommentsAt Agile Cincinnati last week, I had the opportunity to present the Lean Sales and Marketing presentation, It’s not your Grandmother’s Lean Anymore! The reason I choose this title is that so many identify Lean with waste reduction where I view Lean and PDCA from the aspect of knowledge creation. The first part of my slide deck discusses that and the new thinking that social media has brought upon us. That part was delivered with a hint of sarcasm. After setting the stage, my tone change dramatically after the slide, “Why Lean!”
Special thanks to the group at Agile Cincinnati. They engaged the speaker through out the discussion and made my part very simple. An enjoyable experience.
Resources I used:
Books:
This is Service Design Thinking: Basics – Tools – Cases
The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion
Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
Lean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and Updated
The Experience Economy: Work Is Theater & Every Business a Stage
The Toyota Way Fieldbook
The Service-dominant Logic of Marketing: Dialog, Debate, And Directions
Designing for Growth: A Design Thinking Toolkit for Managers
Websites:
Value Co-Creation: WimRampenSlideshare
McKinsey Quarterly: We’re all marketers now
Forrester: Welcome To The Era Of Agile Commerce
Scott Brinker: 8 things every marketing technologist should know
Janet R. McColl-Kennedy: Co-creation of Value and S-D logic
Lean Marketing House in Paperback
Posted by: | CommentsA few reasons to consider the Lean Marketing House book:
Is there a reason to use Lean in Sales and Marketing?
Do you have to be practicing Lean in the rest of the company?
Is Lean Marketing the same as Agile Marketing?
How does A3 problem solving relate to Marketing?
Why is Social Media so Lean?
Can your company ever complete a Lean Transformation without Sales on board?
What does Knowledge Creation have to do with Lean?
What are the Lean Marketing Tools?
How would you create a Lean Transformation?
Develop stronger partnerships with your customers?
Provide a methodology to become more precise in your sales and marketing?
Begin a continuous improvement program in your sales and marketing?
I have just received the shipment of Lean Marketing House book in perfect paperback form. That means I no longer have to create the ring-bound version. in celebration of this, the first 100 purchases will include the following:
- Lean Marketing House Paperback Book
- Lean Marketing House book on CD (Direct access to the Links Provided)
- Marketing with A3 Book on CD ((Direct access to the Links Provided)
- Best in Market by Dr. Eric Reidenbach on CD
- Membership on the Marketing with A3 website
- Related audio recordings and eBooks on subject.
- 10% Discount Code to the Lean Sales and Marketing Summit. (30 day limit)
- 50% Discount code to Driving Market Share Program (30 day limit).
- 30 minute free coaching session on Lean Implementation (must be scheduled).
- All items will be shipped to you (No Downloads).
Book Description: 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 hardly creative. Whether Marketing meets Lean under this name or another it will be very close to the Lean methodologies develop in software primarily under the Agile connotation. This book is about bridging that gap. It may not bring all the pieces in place, but it is a starting point for creating true iterative marketing cycles based on not only Lean principles but more importantly Customer Value.
It is not about being in a cozy facility or going to Gemba on the factory floor. It is about starting with collaboration with your customer and not ending there. It is about creating Sales Teams that are made up of different departments not other sales people. It is about using PDCA (Plan-Do-Check-Act) through-out the marketing cycle with constant feedback from customers that can only occur if they are part of the process. It is about creating value in your marketing that a customer needs to enable him to make a better decision.
It is about managing a Value Stream Process. This is going to require re-thinking about the way you do business and the way you think about your markets. More importantly the way you think about Value. Value in terms of how your market defines it. Stop thinking about product or even product benefits. Your marketing systems must support the delivery of value to your customer at a much higher rate than your competitor. Targeting that Value proposition through the methods described in this book will increase your ability to deliver quicker and more accurately than your competitor. It is a moving target and the principles of Lean and PDCA facilitates the journey to Customer Value.
This is the only Link that will be provided for this offer.
Lean Marketing House Perfect Paperback
Related Information;
5 Cs of Driving Market Share
Best in Market
Marketing with A3
Lean Sales and Marketing Summit
