Marketing with PDCA
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Marketing with PDCA

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Marketing with PDCA is about managing a value stream using PDCA (Plan-Do-Check-Act). Using the new SALES PDCA Framework throughout the marketing cycle will provide constant feedback from customers, ...

Marketing with PDCA is about managing a value stream using PDCA (Plan-Do-Check-Act). Using the new SALES PDCA Framework throughout the marketing cycle will provide constant feedback from customers, and can only occur if they are part of the process. It is about creating value in your marketing that a customer needs to enable him to make a better decision.

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Marketing with PDCA Marketing with PDCA Presentation Transcript

  • “Lean is not a revolution; it is solve one thing and prove one thing.”
    - Dr. Michael Balle
  • Table of Contents
    Chapter 1 Lean Marketing House
    Chapter 2 Future of Marketing
    Chapter 3 Marketing Funnels
    Chapter 4 Cycles to Loops
    Chapter 5 Knowledge Management
    Chapter 6 PDCA
    Chapter 7 Sales and Marketing Teams
    Chapter 8 Kanban
    Chapter 9 SALES PDCA
    Chapter 10 Marketing with PDCA Summary
    Appendix A Marketing with PDCA Case Study
    Appendix B Constancy of Purpose
    Appendix C Marketing with Lean Program Series
  • Lean Marketing House
    Lean Marketing House
    • Identify Value
    • Map Value Stream
    • Create Flow
    • Establish Pull
    • Seek Perfection
  • 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 Teams
    Lean 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.
  • Kanban
    Inventory 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 PDCA
    SALES 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
    Lean Marketing House Overview
    Driving Market Share
    Marketing with PDCA
    Marketing with A3
    Lean Engagement Team (coming soon)
  • Available on Amazon:
    • Kindle
    • CD Rom
    • Ring bound
    Available on Business901:
    • PDF – Instant Download
  • 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