The sales and marketing structure has drastically changed. The typical structure still used by many is when competition was not as great and technology was not the force that it is today. Most of the time sales and marketing sold solutions without every defining the customers problem. The typical sales forecast was derived on increasing sales a certain percentage. That’s changed. In today’s business setting many companies are fighting for survival. Competition has never been so keen and the elements of the past are simply not working.

The new wave of marketing has seen an entire new set of tools being used with the components of social media leading the way. No longer do we trust print media, radio, television and other forms of traditional media. The tools have all become a commodity. Some organizations have even questioned the need for a sales force. To make effective marketing decisions, you need a clear understanding of what the customer values and what your company strategy is to support them.

Companies have found that they must listen at higher level than ever before to their customers, focusing on improving processes, and using teams. Companies have to build a culture that supports agility, relevancy and speed. To accomplish this there has to become an open sharing of information that will accelerate creativity and innovation. Value has to be understood that it is delivered at the point of consumption, not when it leaves your hands.

Lean Marketing is about installing a continuous improvement methodology to your sales and marketing process. It’s about constantly improving ever step up the way. In the smaller scheme of things it is about improving a launch, an advertising campaign and even a sales call. However, in the bigger scheme of things it is about building a structure that creates a learning organization based on an ever increasing knowledge of what the customer values.

The Lean practice of PDCA is ideal for learning and creating knowledge activities. Following this process it allows individuals and teams to recognize and take advantage of opportunities, make decisions faster, and be more responsive to customers. As part of the PDCA cycle you get feedback on the action from listening to customers and the companies’ measurement systems. Having information, taking informed action and getting feedback is part of the natural PDCA cycle.  Effectiveness comes from when you use and take advantage of all your resources.

This why I believe the Future of Marketing is Lean!

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