EDCA in Lean Sales and Marketing

EDCA for the Lean Engagement TeamThe Collaborative Cycleof Sales and Marketing Book Coming Soon!

Please review Lean Marketing Canvas before preceding.

Explore thru PullAccess • Not about “Stocks of Knowledge” versus “Flow of Knowledge.”Attract • Being part of customer conversations.Achieve • Supported by a broad collection of people and resources which you can pull from.

Create Pull - Access Value – in – UseService and Products are a means to an end Value Co-Creation Not for customers rather with customers Trust Real value with all stakeholders

Successful Lean teams are iTeams Teamwork is an individual not group skillIndividuals must take responsibility for…• the quality and productivity of each team• relationships they are part of• individual accountability• the larger, shared tasks or deliverables

Customer Experience will mimic your Employee Experience• Know your team, design for personal & social needs• Build fun/pleasure/satisfaction into activities• Design cycles based on desired customer experience• Embrace motivators like power, autonomy & belonging

Explore when Problem is unknownEDCA = • What is? • What If? • What Wows? • What Works?

EDCA is a Journey in the Customer’s Playground

EDCA is closely related to Service Design Thinking Stage 1: Exploration Stage 3: Reflection Stage 2: Creation Stage 4: Implementation

Lean Engagement Team Value Stream Manager Team Coordinator Sales Team Marketing Communication

The Team Coordinator (TC) maintains the integrity of the processes through coaching and predefined control poOverview: The Value Stream Manager (VSM) represents the product/service markets and the business. Team Coordinator (TC) maintains the integrity of the processes through coaching and predefined control points. The Sales and Marketing Team (Team) is a cross- functional group whose number and expertise are derived from the decision-making path of the customer. This Team does the actual sales, providing content, technical functions, trials, testing, etc.

SALES EDCA/PDCA/SDCAThe SALES part of the framework is where the sales team gets its directions andcoaching from the team coordinator and value stream manager. Within the actualcycles the sales team is empowered to make their own choices and determine theirown direction to accomplish the goals of that cycle. One of the key considerations indeveloping a team is to determine the objective of the cycle. Is it primarily creativity,problem-resolution, or tactical execution?

Sense-making: Give meaning to experience.SALES EDCA Analyze the userMarketing in highly competitivemarkets is about exploring new Locate the people who understand the user and the needspropositions and innovation in theusers domain . The environment Empower the Teamdetermines where to start andcomplex marketing environments Select a limited set of needs you are designing forneed EDCA. Within the actual EDCAcycle the sales team is empowered tomake their own choices and determinetheir own direction to accomplish the Explore Dogoals of that cycle.One of the key considerations indeveloping a team is to determine theobjective of the cycle. In EDCA, we Act Checkstructure for innovation and creativity.

Sense-making: Give meaning to experience. Explore Do Analyze the userLocate the people who understand the user and the needs Empower the Team Act Check Select a limited set of needs you are designing for

The SALES part of the framework is wherethe sales team gets its directions andcoaching from the team coordinator andvalue stream manager.

S: Sense-making: Give meaning to experience• Create a point of view statement that defines the efforts to understand connections which can be among people, places, and events.• Understanding the problem space is many times as important as understanding the user.

A: Analyze the user• Define and study the user to develop insights as a starting point for defining value.• Review and focus on the service period to determine the pre-service, service and post service durations.• What are the points of concern?

L: Locate people who understand the process• List the members of your team• Including position and role they will play.Name Position Role

E: Empower the Team• Team is autonomous and completely responsible for the tasks within this stage• Clarity is most critical factor for empowering a team • Why are we doing this project? Is it clear to all participants? • What are we going to do? How will it be measured? • Who is responsible for each task? Who does it involve? • How must is to be accomplished? How do we review? • Where will it take place? Where can the data be found? • When must it be complete?• Outline Meetings, Daily Stand-ups, Weekly Tactical, Monthly Strategic and others

S: Select a limited set of needs you aredesigning for the user.• Create user stories based on this set of needs.• Team agrees to the goals and outcomes expected for this particular cycle• Team accepts responsibilities of outcomes.

Within the actual cycle the sales teamis empowered to make their ownchoices and determine their owndirection to accomplish the goals ofthat cycle.

E: Explore• Observe, Think and Feel: Planning is not done in isolation. Visit customers, go to Gemba for planning.• Visualization: use imagery to envision possible future conditions• Journey Mapping: assess existing experience through the customer’s eyes• Value Chain Analysis: assess the current value chain that supports the customer’s journey

D: Do the plan• Act and Engage: look and generate new alternatives to the existing business model• Mind Mapping & Brainstorming: generate insights from exploration activities and use those to create design criteria• Concept Development: assemble innovative elements into a coherent alternative solution that can be explored and evaluated

C: Check (Study) see if improvement was made• Analyze and optimize: isolating and testing the key assumptions that will drive success or failure of a concept• Rapid Prototyping: express a new concept in a tangible form for exploration, testing, and refinement• Customer Co-Creation: enroll customers to participate in creating solution that best meets their needs

A: Act (Adjust)• Relate and Influence: No matter how good of a idea you have, the key is still in gaining acceptance of others, build constituency .• Has exploratory needs been completed? If not, reconsider.• Can we improve through a Learning Launch (PDCA) • Create an affordable experiment • Let UX the new solution over an extended period • Test key assumptions with market data.• Document the steps to complete hand off.

Example of Team Member Standard Work

Provides Line of Sight for Team at Daily Standup

Team Coordinator/Leader Standard Work

Line of Site for resources needed at weekly tactical Providing a visual, simple and easily access document is the key. Can auto-populate or be completed by hand. Easily used as part of the task board in a War Room type environment. Virtual Teams can use something as simple as Google Documents or many other popular software packages.

Value Stream Manager Standard Work

Line of Site for Goal review at Monthly Strategic

EDCA uses 10 Basic Tools• Visualization: using imagery to envision possible future conditions• Journey Mapping: assessing the existing experience through the customer’s eyes• Value Chain Analysis: the current value chain that supports the customer’s journey• Mind Mapping: generating insights from exploration activities• Brainstorming: generating new alternatives to the existing business model• Concept Development: assembling innovative elements that can be explored• Assumption Testing: isolating and testing the key assumptions that will drive success or failure of a concept• Rapid Prototyping: expressing a new concept in a tangible form for exploration, testing, and refinement• Customer Co-Creation: enrolling customers to participate in creating the solution• Learning Launch: creating an affordable experiment that lets customers experience the new solution over an extended period of time, so you can test key assumptions

The Toolset utilized and the diagram is from the book Designing for Growth

7Cs of Co-Creation Source: McColl-Kennedy1. Co-operate (compliance)2. Collate (sorting, assorting, synthesising)3. Combine complementary skills, knowledge, expertise4. Connect eg with family, friends, service providers, support groups5. Co-learning6. Co-produce(self service, co-design, new service development)7. Cerebral activities (eg positive thinking, reframing, emotional regulation)When you think about co-creation you jump to innovation. There are other parts to co-creation and how you co-create depends on the level of trust you have with customers.

ResourcesBooks:This is Service Design Thinking: Basics - Tools - CasesThe Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in MotionBusiness Model Generation: A Handbook for Visionaries, Game Changers, andChallengersDesigning for Growth: A Design Thinking Toolkit for ManagersMaking Ideas Happen: Overcoming the Obstacles Between Vision and RealityGet Clients Now!(TM): A 28-Day Marketing Program for Professionals, Consultants,and CoachesWebsites:Janet R. McColl-Kennedy: Co-creation of Value and S-D logic

Lean Marketing House TrioAvailable on Business901: • PDF – Instant DownloadAvailable on Amazon: • Kindle • CD Rom • Ring bound

Marketing with Lean Program Series1. Lean Marketing House Overview2. Driving Market Share3. Marketing with PDCA4. Marketing with A35. Lean Engagement Team

Visit the Business901 Website Information on Lean, Six Sigma, Theory of Constraints, Kanban and how they relate to Marketing.• Over 80 Free eBooks• Regular Blog Posts• Podcast with Celebrated Authors, Industry Practitioners and Leading Thought Leaders Our Mission is to bring Continuous Improvement to Sales and Marketing. http://business901.com

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EDCA in Lean Sales and Marketing

by Business901 on Nov 14, 2011

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EDCA in Lean Sales and Marketing — Presentation Transcript