Develop your own Lean Marketing Lab


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A presentation using this slide deck is available in the Training Content on the website. The Lean Marketing Lab presentation is a summation of the Lean Marketing House 2 –day workshop. It discusses how you can start a lab in your own organization and how you should proceed. I think it is very difficult to bring Lean Sales and Marketing to an organization without a consultant. The supply and demand side seem to be at great odds with each other and with their own agendas in most organizations. It is one of the reasons Lean has had limited success in entering the sales and marketing arena.

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Develop your own Lean Marketing Lab

  1. 1. We are CONNECTING!
  2. 2. Lean Sales and Marketing is essentially a knowledge transfer system; it's a training system on how to define knowledge gaps and close them.
  3. 3. Lean Sales and Marketing approach is to leave your customer be the professor, the Sensei, who will take you through a certain number of exercises (their decision making steps), the customer leads.
  4. 4. Lean Sales and Marketing is targeted to certain kinds of organizations who actually enjoy learning. Who are committed to continuous improvement as opposed to just doing things and running things as they are.
  5. 5. What makes Lean Sales and Marketing different is the system. The steps of Lean S & M are simple: 1. Go and see the initial practice (Gemba), the user. 2. Form a working vision from the user experience, an ideal situation of where the USER wants to go. 3. Visualize the user's process. If you do that, it's obvious to see what your next reaction should be and when to trigger it.
  6. 6. Lean Sales and Marketing is incredibly powerful.
  7. 7. You can't write and teach Lean Sales and Marketing. It is a Learn by doing approach. EDCA PDCA SDCA
  8. 8. What will Lean bring • High Morale • Engagement • And…
  9. 9.
  10. 10. The trouble with Lean
  11. 11. Paperwork
  12. 12. Led
  13. 13. Conform or else
  14. 14. How can we encourage support everyone to be responsible for Lean?
  15. 15. Sales and Marketing needs to have a process for improvement. PDCA Six Sigma Triz ISO Malcolm Baldridge Quality Circles BPR Taguchi Kaizen A3 (PDCA)
  16. 16. All based on Scientific Experimentation
  17. 17. Lean is about Gaps • Knowledge Gap – difference between company perceptions of customers expect and what customers really expect • Standards Gap – difference between company perceptions and service quality specifications • Deliver Gap – difference between perceived expectations and actual service delivery • Communication Gap – difference between what is delivered and what is communicated • Perception Gap – difference between what customers expect and what they actually receive
  18. 18. It’s simply about getting from point A to B What provides direction?
  19. 19. Intuition Based or
  20. 20. Data Based
  21. 21. Metrics are simple numbers that measure the effectiveness of your business. • Metrics reduce arguments based on opinion. • Metrics gives you answers what really works. • Metrics show where your strengths are. • Metrics allow you to test anything. • Bosses love metrics.
  22. 22. Why is it tough to engage? • Focus is challenged • Communication is inconsistent • Lack of Predictability • Risks
  23. 23. People > Process President Administration Sales Finance Quality Operations Foreman Group Leader Line Assistant Organizations design process which are copies of their existing structures
  24. 24. President Administration SalesQuality Operations Organizations must change to develop a more collaborative structure.
  25. 25. Teams solve problems better than individuals How do you engage?
  26. 26. I use POT A method many learned in college!
  27. 27. Progress Ownership Transparency Refined into 3 Simple Habits of a Highly Effective Team by Andy Harjanto
  28. 28. What is Progress? Gaps
  29. 29. Standards – Current State • Expectations • Upward Communication • Metrics • Visual Controls • P.S. Standard work is layered
  30. 30. Change in Standards – Moving to Future State • Expectations • Upward Communication • Metrics • Visual Controls • P.S. Standard work is layered
  31. 31. Future State Don’t shoot for the moon!
  32. 32. Future State Incremental Steps
  33. 33. Future State Smaller Time Frame the better
  34. 34. Organize Tasks in doable chunks This Week Next Week Next Month
  35. 35. Simplicity = Clarity = Execution Understand Simplify Automate Learn from ERP
  36. 36. Future State Small Mistakes are repairable
  37. 37. Ownership Do you fight for ownership or is it managed?
  38. 38. Lean Champion comes down looking for data.
  39. 39. Sales says Data? -Who me?
  40. 40. Looking for Data!
  41. 41. Yeah, you!
  42. 42. Cooler Minds prevail
  43. 43. We agree to not disagree
  44. 44. It’s that leading thing
  45. 45. People will go above and beyond ..if part of solution
  46. 46. Teamwork is an individual skill You must be • Willing to find problems • Own the problem • Solve the problem
  47. 47. How • See a problem = Document it • Own problem = 1 owner • Solve problem = Openly Discuss it ….which leads to…
  48. 48. Transparency
  49. 49. Transparency • Not welcomed in most organizations • Creates Work • Responses • Letters • Additional responsibilities • Recordation
  50. 50. Follow the 2 Pizza Rule - Amazon, Jeff Bezos Make it manageable
  51. 51. Inside Sales Outside Sales Engineering Team Leader IT Break into Groups
  52. 52. Smaller Groups • Informal communication • Better assignment of tasks • Easy Manageable Tasks • Increase participation • Reduces Information needed to be processed • Provides Clear Line of Sight
  53. 53. Line of Sight Know what your Team Members are doing: • Daily Standups • Weekly Tactical • Monthly Strategic • Quarterly Strategic
  54. 54. What about that “I” thing? Team Players must be willing • Progress • Own • Transparent
  55. 55. Lean Starts with You
  56. 56. • Over 130 Free eBooks • Regular Blog Posts • Free Tools • Discussion Groups • Podcast with Celebrated Authors, Industry Practitioners and Leading Thought Leaders Our Mission is to bring Continuous Improvement to Sales and Marketing.
  57. 57. Marketing with Lean Program Series 1. Lean Marketing House Overview 2. Driving Market Share 3. Marketing with PDCA 4. Marketing with A3 5. Lean Engagement Team