Lean marketing machine
Annette Kallevig, Lean Marketing Coach
@akallevig #8minutes
annette@webroi.no © Webroi AS

Never before has it been so complicated to be a
marketing professional. There are so many different
marketing channels to maneuver, and more are on the
way. And everything is evolving faster and faster. You
plan and budget as best you can, but something keeps
popping up to mess it all up – a new Pinterest, a
Facebook feature, and you just can’t keep up. You’ve
installed Analytics to keep track of it all but never have
time to do much with it, let alone set proper goals. And
now they’re telling you you need BIIIG data, while AS
annette@webroi.no © Webroi
you
haven’t even gotten your head around wht you’ve got an

Wait, wait -
opportunities
bogging us
down??
Could it be us not
them? Are we
handling them
all wrong?
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This is inbound marketing,
social viral, mobile, marketing
automation, dynamic
retargeting, the next big thing…
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And this is your static old marketing plan.
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Lean?
Agile?
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1:
Always
create value
for the
custumer
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2:
Improve
continously
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3:
Eliminate all
waste
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Lets start over, and build a
plan that works for this vehicle.
You don’t even need a Ferrari –
it works best if we build our own.
annette@webroi.no © Webroi AS

Lets work in the Pitstop not the garage
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From a very simple plan
of what we want to try, and prioritize
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Then one thing at a time… build
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Test Yes, that’s a real user driving!
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…analyze and optimize
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New marketing sprint: Develop the next campaign
element, feature or channel…
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…run it on a representative test user group
annette@webroi.no © Webroi AS

…analyze web analytics and
other user data and optimize
based on the facts
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markedsplan
The lean marketing plan is the hub
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In short…
More and more of what works.
Less and less of what doesn’t.
For
• Adaptable/ scalable
• low risk innovation
• sustainable marketing
…that give bottom line results.
annette@webroi.no © Webroi AS

Lean marketing machine
annette@webroi.no © Webroi AS