Archive for Lean 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
Mapping the Digital Frontier with the Multiverse
Posted by: | CommentsWhere is the Digital Frontier taking us? Joe Pine has 2 new books out this summer, Infinite Possibility and The Experience Economy, Updated Edition. The Experience Economy identified a shift in the business world back in 1999 and many of the items discussed are just being realized today. In fact, the idea of staging experiences to leave a memorable and lasting impression is now more relevant than ever. the reason for the 2nd edition. In Infinite Possibility, Joe applies his leading edge thinking to the Digital Frontier. This is a transcription of theBusiness901 podcast with Joe, The Experience Economy Author, Joe Pine discusses Customer Value on the Digital Frontier.
In Infinite Possibility, Pine and Korn provide a new tool The Multiverse™ that helps your organization to search the infinite possibility of value creation that lies on the digital frontier. The Multiverse consists of eight different realms: Reality, Virtuality, Augmented Reality, Alternate Reality, Warped Reality, Augmented Virtuality, Physical Virtuality, and Mirrored Virtuality. You may want to watch this short video on on the Multiverse before reading, Value on the Digital Frontier.
B. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. He is cofounder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings. In his speaking and teaching activities, Mr. Pine has addressed both the World Economic Forum and TED, and is a Visiting Scholar with the MIT Design Lab. He has also taught at Penn State, Duke Corporate Education, the University of Minnesota, UCLA’s Anderson Graduate School of Management, and the Harvard Design School. He serves on the editorial boards of Strategy & Leadership and Strategic Direction and is a Senior Fellow with both the Design Futures Council and the European Centre for the Experience Economy, which he co-founded.
Related Information:
What is beyond Customer Experience
The Experience is the Marketing
Progression of Economic Experience -
The Common Thread of Design Thinking, Service Design and Lean Marketing
Continuous Improvement Sales and Marketing Toolset
The Service-dominant Logic of Marketing: Dialog, Debate, And Directions
SDCA Cycle 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
