Mapping the Value Stream in Lean Marketing

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This part of my Lean Sales and Marketing Workshop is going through a significant change. In the upcoming months, you will see my latest thoughts on how I approach this area for Lean Sales and Marketing. My most current thinking was posted in the blog post; Value Stream Mapping should be left on the Shop Floor. The Presentation can be viewed in the Training Content section Business901.com

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Mapping the Value Stream in Lean Marketing

  1. 1. Joe Dager – Business901
  2. 2. Lean Thinking • Identify Value • Map Value Stream • Create Flow • Establish Pull • Seek Perfection
  3. 3. Map Value Stream Current State Metrics Value Add/Non Future State Kaizen
  4. 4. Map Value Stream Current State Metrics Value Add/Non Future State Kaizen Identify Value Acquisition Retention Monitor 5 Cs of Driving Market Share
  5. 5. Map Value Stream Identify Segments Relations Opportunity Value Define Value Define Quality Acquire Value Gaps Performance Gaps Retain Loyalty Defection Monitor Measures Outline 5 Cs of Driving Market Share
  6. 6. CTQ’s of Customer Quality Improvements
  7. 7. Map Value Stream Identify Value Acquisition Retention Monitor 5 Cs of Driving Market Share Identify Value Acquisition Retention Monitor Identify Value Acquisition Retention Monitor Identify Value Acquisition Retention Monitor Identify Value Acquisition Retention Monitor Identify Value Acquisition Retention Monitor
  8. 8. Map Value Stream Awareness Evaluation Purchase Delivery After Sales
  9. 9. Lead
  10. 10. Conform
  11. 11. Negotiate
  12. 12. Identify Value www.businessmodelgeneration.com
  13. 13. Beth Comstock GE
  14. 14. Journey of the Customer Experience Handout TISDT
  15. 15. Channels Customer Decision Making Process: 1. Awareness - How do we raise awareness about our products and services? 2. Evaluation - How do we help customers evaluate our Value Proposition? 3. Purchase - How do we allow customers to purchase products/services? 4. Delivery - How do we deliver a Value Proposition to customers? 5. After sales - How do we provide post-purchase customer support?
  16. 16. Awareness Evaluation Purchase Delivery After Sales
  17. 17. Access Engage Customize Connect Collaborate Advocate Awareness Evaluation Purchase Delivery After Sales Involve Influence Interact Intimacy Commit Refer
  18. 18. Pre-Purchase Purchase Post Purchase
  19. 19. Lean Marketing Game
  20. 20. In Lean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and Updated by Womack and Jones, the authors introduced the five core concepts.
  21. 21. The Experience Economy by B. Joseph Pine and James H. Gilmore introduced work as a Theater & Every Business a Stage
  22. 22. Setting the Stage
  23. 23. It takes more than one to play!
  24. 24. Pre-Purchase Purchase Post Purchase Line of Interaction Line of Visibility Line of Internal Interaction
  25. 25. There is a deck of cards for each progression of economic value and value Intelligence The Experience Economy by B. Joseph Pine and James H. Gilmore
  26. 26. Environment Visible to Customers Audience Customer Actions Back Stage Support not seen by Customers Actors Your Company's Engagement Team Each Deck has 4 Categories
  27. 27. Services – Information Environment Web Portal is created for customer with needed files uploaded and internal contacts that may be needed. Audience Customer engages with outside sales on particular project need. Back Stage Purchasing updates pricing and availability of external support required. IT assures web portal is functioning. Actors Sales discusses opportunity seeking understanding of present situation, next steps of process. Recommends available resources customer can draw from. On 1 side is an actual example
  28. 28. Services – Information The other side is blank!
  29. 29. Business901 The Game!
  30. 30. Identify Value
  31. 31. Pick where you are at in the market place for a particular Product(Service)/Market! For example you may be selling services!
  32. 32. Services – Information Environment Visible to Customers Audience Customer Actions Back Stage Support not seen by Customers Actors Your Company's Engagement Team Separate your cards and place on Board!
  33. 33. Pre-Purchase Purchase Post Purchase Line of Interaction Line of Visibility Line of Internal Interaction Decide which happens before purchase and after purchase and by who! Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes
  34. 34. Pre-Purchase Purchase Post Purchase Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes Line of Interaction Line of Internal Interaction The result looks something like this!
  35. 35. Put in order and post reaction to each customer experience. Not every experience requires a reaction. Pre-Purchase Purchase Post Purchase Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes
  36. 36. You can name the columns if you would like Engage Connect Customize Collaborate Advocate
  37. 37. 11 9 2 13 8 4 12 10 5 7 1 3 181716 6 20 1514 Use answer key to create discussion Engage Connect Customize Collaborate Advocate
  38. 38. Advance work includes a Kanban and limiting Work in Process 250 150 75 75 50 Engage Connect Customize Collaborate Advocate
  39. 39. More advance work includes setting your budget.. $5,000 $2,000 $2,000 $1,500 $3,000 Engage Connect Customize Collaborate Advocate
  40. 40. Marketing Service IT IT Sales Acctng Purchasing Sales ServiceSales Consultant VendorVendor Marketing Partner Service Sales Service IT and creating self-organizing teams Engage Connect Customize Collaborate Advocate
  41. 41. For all of the Lean waste zealots out there Engage Connect Customize Collaborate Advocate
  42. 42. Flip the cards over and start Pre-Purchase Purchase Post Purchase Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes
  43. 43. Establishing customer touch points! Pre-Purchase Purchase Post Purchase
  44. 44. Documenting your front stage reactions Pre-Purchase Purchase Post Purchase On Stage Actions
  45. 45. Determine support and environment needed Pre-Purchase Purchase Post Purchase Back Stage Actions
  46. 46. Determine internal and external partners and vendors Pre-Purchase Purchase Post Purchase Support Processes
  47. 47. Pre-Purchase Purchase Post Purchase Access Engage Customize Connect Collaborate Advocate Discuss and arrange in order
  48. 48. You have Mapped your Value Stream
  49. 49. Beth Comstock GE
  50. 50. Customers require more touch points and interaction.
  51. 51. Journey into the Customer’s Playground
  52. 52. Metrics Based Process Mapping
  53. 53. Involve Influence Interact Intimacy Commit Refer

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