Marketing with PDCA


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Marketing with PDCA is about managing a value stream using PDCA (Plan-Do-Check-Act). Using the new SALES PDCA Framework throughout the marketing cycle will provide constant feedback from customers, and can only occur if they are part of the process. It is about creating value in your marketing that a customer needs to enable him to make a better decision.

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Marketing with PDCA

  1. 1. “Lean is not a revolution; it is solve one thing and prove one thing.” <br />- Dr. Michael Balle <br />
  2. 2. Table of Contents<br />Chapter 1 Lean Marketing House<br />Chapter 2 Future of Marketing<br />Chapter 3 Marketing Funnels<br />Chapter 4 Cycles to Loops<br />Chapter 5 Knowledge Management<br />Chapter 6 PDCA<br />Chapter 7 Sales and Marketing Teams<br />Chapter 8 Kanban<br />Chapter 9 SALES PDCA<br />Chapter 10 Marketing with PDCA Summary<br />Appendix A Marketing with PDCA Case Study<br />Appendix B Constancy of Purpose<br />Appendix C Marketing with Lean Program Series<br />
  3. 3. Lean Marketing House<br />Lean Marketing House<br /><ul><li>Identify Value
  4. 4. Map Value Stream
  5. 5. Create Flow
  6. 6. Establish Pull
  7. 7. Seek Perfection</li></li></ul><li>Future of Marketing<br /><ul><li>Continuous improvement is a necessity
  8. 8. Metrics are required to judge the rate and </li></ul> degree of improvement<br /><ul><li>Marketing needs a Process</li></ul>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!.<br />
  9. 9. Marketing Funnels<br />Linear planning increases risk <br />for inappropriate course of action. <br />
  10. 10. Cycles to Loops<br />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. <br />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. <br />
  11. 11. Knowledge Management<br />PDCA = Knowledge Creation<br /><ul><li> Knowledge is limited at beginning
  12. 12. Key information not known
  13. 13. Feedback to justify hypotheses
  14. 14. Customers changes mind
  15. 15. Each Cycle Closer to the Goal </li></li></ul><li>PDCA<br />PDCA = Flow to Pull<br /><ul><li>Customer’s Decision Making Path
  16. 16. Reaction to support that
  17. 17. Identify Resources needed
  18. 18. Identify People needed to deliver</li></li></ul><li>Sales and Marketing Teams<br />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.<br />
  19. 19. Kanban<br />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!<br />
  20. 20. SALES PDCA<br />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.<br />
  21. 21. Marketing with PDCA Summary<br /><ul><li>Not about “Stocks of Knowledge” versus “Flow of Knowledge.”
  22. 22. Being part of customer conversations.
  23. 23. Supported by a broad collection of people and resources which you can pull from.</li></li></ul><li>Marketing with Lean Program Series<br />Lean Marketing House Overview <br />Driving Market Share <br />Marketing with PDCA<br />Marketing with A3 <br />Lean Engagement Team (coming soon)<br />
  24. 24. Available on Amazon:<br /><ul><li>Kindle
  25. 25. CD Rom
  26. 26. Ring bound</li></ul>Available on Business901:<br /><ul><li>PDF – Instant Download</li></li></ul><li>Visit the Business901 Website <br />Information on Lean, Six Sigma, Theory of Constraints, Kanban <br />and how they relate to Marketing.<br /><ul><li>Over 80 Free eBooks
  27. 27. Regular Blog Posts
  28. 28. Podcast with Celebrated Authors, Industry Practitioners </li></ul> and Leading Thought Leaders<br />Our Mission is to bring <br />Continuous Improvement to Sales and Marketing. <br /><br />