Lean marketing process
See the next slides for information on the
different stages of the process.
1. Planning (and development)
Good planning involves understanding the customer as well
as ﬁnding the suspected right channels and messages to
start testing with. In later rounds, the focus is more on
looking at the analysis of the results and adjusting the
ongoing plan based on the ﬁndings.
The planning part also consists of deﬁning things for future
parts such as:
● What do we want to learn through analysis? (stage 4)
● What do we need to measure to learn that? (stage 3)
● How is the execution performed? (stage 2)
You can plan all you want but at some point, you
have to start executing on your plan. Perfection is
the enemy of done.
The execution part is not just set it and forget it.
Let’s say that you have a tactic that you’re testing.
Then this is when the campaigns are on and you’re
making micro adjustments on the marketing asset
Measurement tells you how you did in numbers.
In the planning phase, you should have set 1 to 5
KPI’s (key performance indicators) that inform
you how you’re doing. No more is often needed.
Adding too many metrics brings complexity. The
KPI’s need to stay the same month to month for
you to be able to follow development.
You look at the KPI’s and determine what happened,
why, and what we can learn from it. The analysis is often
simply asking the right questions and trying to ﬁnd the
answers from the data.
Usually, you’ll ﬁnd things that don’t work and can be cut
out as well as those that should have more resources
directed to them.
The analysis needs to bring learnings for the future
development of not only marketing but the whole
business. With this information, you’re going into the
planning phase again.