“Lean is not a revolution; it is solve one thing and prove one thing.”

- Dr. Michael Balle

Table of ContentsChapter 1 Lean Marketing HouseChapter 2 Future of MarketingChapter 3 Marketing FunnelsChapter 4 Cycles to LoopsChapter 5 Knowledge ManagementChapter 6 PDCAChapter 7 Sales and Marketing TeamsChapter 8 KanbanChapter 9 SALES PDCAChapter 10 Marketing with PDCA SummaryAppendix A Marketing with PDCA Case StudyAppendix B Constancy of PurposeAppendix C Marketing with Lean Program Series

Lean Marketing House

• Identify Value

• Map Value Stream

• Create Flow

• Establish Pull

• Seek Perfection

Lean Marketing House

Future of Marketing

• Continuous improvement is a necessity• Metrics are required to judge the rate and degree of improvement

• Marketing needs a Process

How true Deming was when you apply his thoughts to sales and marketing. Our natural resource was that demand always exceeded supply. We are competing in a state where there is excess supply. There is a scarcity of sales and marketing’s natural resource, customers!.

Marketing Funnels

Linear planning increases risk for inappropriate course of action.

Cycles to Loops

During this process you should be able to identify critical control points or interfaces with the customer. These critical points deserve special consideration as they typically will be the deciding factor for your customers. You may ask what they will look like. I typically find two obvious areas are the cause of most concern. First is the area of flow. If your marketing process does not flow well in its delivery to the customer, it seldom flows well for the customer. Your marketing must be in sync with the customer's buying process.

Knowledge Management

PDCA = Knowledge Creation• Knowledge is limited at beginning

• Key information not known

• Feedback to justify hypotheses

• Customers changes mind

• Each Cycle Closer to the Goal

PDCA

PDCA = Flow to Pull

• Customer’s Decision Making Path

• Reaction to support that

• Identify Resources needed

• Identify People needed to deliver

Sales and Marketing TeamsLean Sales and Marketing is built upon the philosophy that there has been a subtle shift to knowledge as the way to engage, develop and retain your customer base. The sales and marketing team must act as a vehicle to cultivate ideas not only within their four walls but more importantly from their customers and markets.

KanbanInventory for sales and marketing is prospects! As you think about what stops your marketing from being effective it is all about trying to appeal to the masses and as a result losing effectiveness both in time and money. Work in process is wasteful. It is wasteful in your personal life when not managed well, it is bad in manufacturing, it is bad from a sales and marketing perspective. Quit marketing at the top of your funnel. Instead learn how to manage your Work in Process!

SALES PDCASALES PDCA is the framework I use for the process that takes place in the customer groups. It is nothing more than a standard PDCA cycle except the SALES part of the framework is where the sales team gets its directions and coaching from the team coordinator and value stream manager. Within the actual PDCA stage the sales team is empowered to make their own choices and determine their own direction to accomplish the goals of that cycle.

Marketing with PDCA Summary

• Not about “Stocks of Knowledge” versus “Flow of Knowledge.”

• Being part of customer conversations.

• Supported by a broad collection of people and resources which you can pull from.

Marketing with Lean Program Series

1. Lean Marketing House Overview 2. Driving Market Share 3. Marketing with PDCA4. Marketing with A3 5. Lean Engagement Team (coming soon)

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