The End of

Best in Market

We hang on to past practices

Have we converted to pull?

We market practically the same way as we did before…

..just with different and more technology

“Every Industry will be disrupted and rebuilt with people at the center.”

- Sheryl Sandburg. COO Facebook

We want information available on every device

People expect to access information whenever and wherever they want to.

World is increasingly collaborative driving changes in the way decisions/ purchases are made.

New models of value recognition are bringing unprecedented competition

Rolls-Royce & Partners Finance Limited (RRPF) provides short, medium and long-term spare engine leasing solutions with the largest world-wide portfolio of Rolls-Royce and International Aero Engine (IAE) engines.

Value transfer from tangible transactional to intangible are not yet well understood by

organizations but are recognized by customers.

Use of social technology for understanding and learning from customers are in its infancy.

Experimentation with new applications are often seen as the young persons role.

Most organizations do not understand collaborative world and how to evolve it into a competitive

advantage.

Best in Market Products are not enough, customers will only pay for how value is derived

from the use of the product.

– Malcolm Gladwell

“It is not about the things we make, it is about how our customer use the things we make.”

Knowledge is Everywhere

The quality of the organizational relationship

network will make the difference.

Embracing new and old technologies can leverage the shared knowledge within organizations.

Shifting from Goods Dominate Thinking and Transactions

to

Service Dominate LogicTM and Co-Creation of Value

Buy

USE

Service Dominant Logic The Service-Dominant Logic of Marketing edited by Robert Lusch and Stephen Vargo

SD-Logic

Service Dominant Logic The Service-Dominant Logic of Marketing edited by Robert Lusch and Stephen Vargo

Indirect exchange masks the fundamental unit of exchange

Goods are distribution mechanisms for service provision

Value is always determined by the customer (value-in-use)

A service-centered view is customer oriented and relational

Knowledge is the fundamental source of competitive advantage

All economies are services economies

The customer is always a co-creator of value

Service is exchanged for service.

SD-Logic

What is our vehicle of choice?

Organizations need to challenge themselves by experimenting and creating co-creation of value

opportunities through Lean Thinking.

Principles of Lean

• Identify Value

• Map Value Stream

• Create Flow

• Establish Pull

• Seek Perfection

Lean Sales and Marketing is essentially a knowledge transfer system; it's a training system on how to define knowledge gaps and close them.

Lean Sales and Marketing approach is to leave your customer be the professor, the Sensei, who will take you through a certain number of exercises (their decision making steps), the customer leads.

Lean Sales and Marketing is targeted to certain kinds of organizations who actually enjoy learning. Who are committed to continuous improvement as opposed to just doing things and running things as they are.

What makes Lean Sales and Marketing different is the system. The steps of Lean S & M are simple:

1. Go and see the initial practice (Gemba), the user.

2. Form a working vision from the user experience, an ideal situation of where the USER wants to go.

3. Visualize the user's process. If you do that, it's obvious to see what your next reaction should be and when to trigger it.

Lean Sales and Marketing is incredibly powerful.

Marketing with Lean Program Series

1. Lean Marketing House Overview 2. Value w/ Business Model Generation 3. Marketing Gateway with EDCA/PDCA/SDCA 4. Marketing with A3 5. Lean Engagement Team

http://leanmarketinglab.com

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Our Mission is to bring Continuous Improvement to Sales and Marketing.