People, process, and technology required to manage demand generation activities.
- Learning from the principles of Lean and Six Sigma
[caption id="attachment_1930" align="alignleft" width="150" caption="Extended exposure of the night sky with Polaris, the North Star, in the center of the star trails."][/caption]Principles are the essence of our work. They don't change with time or pl...
- Can marketing and sales be lean? Part Two
My last post was a brief summary of the principles of lean thinking. How lean thinking is a concentrated focus on core processes. How it starts by understanding the way the process creates value for the customer, continues by identifying the steps in t...
- Can marketing and sales be lean? Part One
First, some history In the 1980's two researchers went to Japan to try to understand why Japanese industry was doing so well in the global marketplace. When James Womack and Daniel Jones looked at Toyota, they realized that it was doing many things ...
- Lean Marketing Principle #5: A context for collaboration
Collaboration is the fifth principle in Michael Webb's book on applying lean thinking to marketing and sales. Collaboration is necessary in order for the other principles to be put into practice - adding value to the customer, managing on data and fact...
- Lean Marketing Principle #4: Minimize waste
The purpose of marketing and sales is to find, win and keep customers. It does this by adding value to the buyer throughout the buyer's journey. Anything that does not add value to the customer during the marketing and sales process is unnecessary. ...
- Lean Marketing Principle #3: Analyze cause and effect
And the truth shall set you free! Fletcher Reede (played by Jim Carrey), Liar, Liar What does it mean to analyze cause and effect in your sales and marketing process? Does it require statisticians to crunch numbers and produce complicated graphs?...
- Lean marketing principle #2: Managing on data and facts
In God we trust, all others bring data - attributed to W. Edwards Deming I know a water polo coach who tracks an unusual number for each of his players. He calls it the Plus-Minus score. Plus-Minus captures how well you do at preventing the othe...
- Lean marketing principle #1: Add value to customers
The purpose of any company is to provide something of value to customers. And in turn customers pay to receive the thing of value. But they start paying earlier than when they make an actual purchase. Payment begins when they give their time to rea...
- The 5 principles to improve your Lean Marketing process
Wax on, wax off. - Mr. Miyagi, from the film "The Karate Kid" Two hundred years ago, expert craftspersons didn't need a lot of process to produce a product or service. Whether it was a butcher, a baker, or a candlestick maker, they were thoroughly f...
