Marketing with PDCA

“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)

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Marketing with PDCA

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