Standard Work in Lean Sales and Marketing

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This presentation is an overview on how to implement SDCA (Standardize – Do – Check – Act) in the field of Lean Sales and Marketing. It includes an outline for standard work and an embedded video.

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Standard Work in Lean Sales and Marketing

  1. 1. Standard Work for the Lean Engagement Team Book Coming Soon! The Collaborative Cycle of Sales and Marketing
  2. 2. EDCA PDCA SDCA How important is Standard Work? Standard Work puts the food on the table!
  3. 3. Please review Lean Marketing Canvas before preceding.
  4. 4. Successful Lean teams are iTeams Teamwork is an individual not group skill Individuals must take responsibility for… • the quality and productivity of each team • relationships they are part of • individual accountability • the larger, shared tasks or deliverables
  5. 5. Customer Experience will mimic your Employee Experience • Know your team, design for personal & social needs • Build fun/pleasure/satisfaction into activities • Design cycles based on desired customer experience • Embrace motivators like power, autonomy & belonging
  6. 6. • Clarity on What to do • Commitment on When to do it • Translation from Goals to Actions, the Why • Enablement of the actions, How • Accountability thru establishing the Who • Line of sight on Where your circle of influence effects Standard Work provides discipline thru
  7. 7. Standard Work in 1 word Execution
  8. 8. Lean Engagement Team Value Stream Manager Team Coordinator Sales Team Marketing Communication
  9. 9. The Value Stream Manager (VSM) represents the product/service markets and the business. Team Coordinator (TC) maintains the integrity of the processes through coaching and predefined control points. The Sales and Marketing Team (Team) is a cross- functional group whose number and expertise are derived from the decision-making path of the customer. This Team does the actual sales, providing content, technical functions, trials, testing, etc. The Team Coordinator (TC) maintains the integrity of the processes through coaching and predefined control po Overview:
  10. 10. SALES EDCA/PDCA/SDCA 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 cycles the sales team is empowered to make their own choices and determine their own direction to accomplish the goals of that cycle. One of the key considerations in developing a team is to determine the objective of the cycle. Is it primarily creativity, problem-resolution, or tactical execution?
  11. 11. SALES SDCA SDCA documents the current best practice and provides the foundation for all continuous improvement. It provides the structure for daily accountability and the prescribed performance to a standard. Part of Standard Work is the visual forms that provide the line of sight between team members, teams, leaders and coordinators. One of the key considerations in developing a team is to determine the objective of the cycle. In SDCA, we structure for tactical execution. Do CheckAct Standard Select the Team Goals of the Project Empower the Team Locate the people who will be on the team Agree on the method State the standard
  12. 12. Do CheckAct Standard Select the Team Goals of the Project Empower the Team Locate the people who will be on the team Agree on the method State the standard
  13. 13. The SALES part of the framework is where the sales team gets its directions and coaching from the team coordinator and value stream manager.
  14. 14. S: State the standard • Standard work is the best practice for a given process. • Provide a routine for consistent delivery of work. • Must be stated clearly. • Provide a clear line of sight to the • Value Stream Manager • Team Coordinator • Team Members
  15. 15. A: Agree on the method. • Method you are going to use for the documentation of standard work. • Provide necessary components of a reporting system that ensures the work is being done as expected. • Use the practices you are currently doing
  16. 16. L: Locate the people who will be on the team. • List the members of your team • Including position and role they will play. Name Position Role
  17. 17. E: Empower the Team • Team is autonomous and completely responsible for the tasks within this stage • Clarity is most critical factor for empowering a team • Outline Meetings, Daily Stand-ups, Weekly Tactical, Monthly Strategic and others as needed • Agree on Standard Work
  18. 18. S: Select the Team Goals of the Project • Team fully understands the exact goals and outcomes expected for this particular cycle • Team agrees to the exact goals and outcomes expected for this particular cycle • Team accepts responsibilities of outcomes.
  19. 19. Within the actual cycle the sales team is empowered to make their own choices and determine their own direction to accomplish the goals of that cycle.
  20. 20. P: Standard • Review the method. • Document the actions needed and who will complete each action step. • Clarify the resources needed for each action step. • Decide on what constitutes variation and required action.
  21. 21. D: Do the plan • Perform to the standard. • Provide line of sight through Kanban Board, Task Board, Action Planner. • Demonstrate work flow and problems encountered.
  22. 22. C: Check (Study) see if improvement was made • Did the plan work? • Collect and analyze data to demonstrate if standard was done. • Determine what changes are needed for improvement.
  23. 23. A: Act (Adjust) • Is the standard being completed? • Has Customers’ needs been completed? • If not, reconsider and continue improvement • If it has can customer can be handed off to next stage/cycle, document steps taken.
  24. 24. Example of Team Member Standard Work
  25. 25. Provides Line of Sight for Team at Daily Standup
  26. 26. Team Coordinator/Leader Standard Work
  27. 27. Line of Site for resources needed at weekly tactical Can auto-populate or be completed by hand. Easily used as part of the task board in a War Room type environment. Virtual Teams can use something as simple as Google Documents or many other popular software packages. Providing a visual, simple and easily access document is the key.
  28. 28. Value Stream Manager Standard Work
  29. 29. Line of Site for Goal review at Monthly Strategic
  30. 30. SDCA uses the 7 Basic Quality Tools • Cause-and-effect diagram (also called Ishikawa or fishbone chart): Identifies many possible causes for an effect or problem and sorts ideas into useful categories. • Check sheet: A structured, prepared form for collecting and analyzing data; a generic tool that can be adapted for a wide variety of purposes. • Control charts: Graphs used to study how a process changes over time. • Histogram: The most commonly used graph for showing frequency distributions, or how often each different value in a set of data occurs. • Pareto chart: Shows on a bar graph which factors are more significant. • Scatter diagram: Graphs pairs of numerical data, one variable on each axis, to look for a relationship. • Stratification: A technique that separates data gathered from a variety of sources so that patterns can be seen (some lists replace “stratification” with “flowchart” or “run chart”).
  31. 31. Frame Problems as Opportunities
  32. 32. Always DRAW for • Yourself • Team • Organization • Customers
  33. 33. Resources Books: The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers Lean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and Updated Making Ideas Happen: Overcoming the Obstacles Between Vision and Reality Get Clients Now!(TM): A 28-Day Marketing Program for Professionals, Consultants, and Coaches
  34. 34. Available on Amazon: • Kindle • CD Rom • Ring bound Available on Business901: • PDF – Instant Download Lean Marketing House Trio
  35. 35. 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
  36. 36. http://business901.com Visit the Business901 Website Information on Lean, Six Sigma, Theory of Constraints, Kanban and how they relate to Marketing. • Over 80 Free eBooks • Regular Blog Posts • Podcast with Celebrated Authors, Industry Practitioners and Leading Thought Leaders Our Mission is to bring Continuous Improvement to Sales and Marketing.

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