Archive for Lean Marketing

Feb

Lean Sales & Marketing Summit Announced

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I am honored to be included on the same agenda with noted author, speaker, and lean pioneer Bill Waddell. On April 17th, Bill will be presenting
Aligning the Entire Organization to Achieve the Sales Strategy. He will show you how to devise a sales and marketing strategy built around creating the most value for your customers; how to set prices strategically, rather than on the basis of standard costs, assuring that prices will not cause you to lose a sale. We will align the entire company around assuring the success of the sales strategy, with a focus on maximizing value for your customers and using lean tools to eliminate everything that is not contributing to the prices you charge. When we are finished you will see a clear and practical path to devising a practical plan to creating and accomplishing a sales and marketing strategy, and succeeding not by becoming the lowest cost and price competitor, but by becoming the highest value source in your markets.

The next day, I will be presenting Using Lean to Create Repeatable and Scalable Sales and Marketing Systems: A Customer Centric Approach Through Lean. The workshop will be two-thirds presentation and one-third interactive exercises. A partial listing of the subject matter:

Why value can no longer be defined by what the customer will pay for.
The New Rules of Marketing in a Demand – Driven World
The Marketing Gateway of EDCA > PDCA > SDCA
Lean Engagement Team
Leader Standard Work for Sales and Marketing
Achieving Mastery

All Participants will receive a Marketing with Lean workbook to include a CD that will contain the four published books in the series; Lean Marketing House, Marketing with PDCA, Marketing with A3s and The Lean Engagement Team.

Learn how Lean Sales and Marketing is essentially a knowledge transfer system; it’s a training system on how to define knowledge gaps and close them. Not from the perspective of educating the customer but from the perspective of learning from the customer and understanding how your customer uses and benefits from your product or service.
Learn how to let your customer be the professor, the Sensei, who will take you through their decision making steps and how to improve your reactions to these steps in a systematic way.
Learn how to apply the Marketing Gateway of EDCA to PDCA to SDCA.
Learn how Leader Standard Work is the foundation of Lean Sales and Marketing and the fundamental process that replaces the “Silver Bullet” found in most typical marketing jargon.
Learn how to take responsibility for finding and creating demand.
Learn what makes Lean Sales and Marketing so incredibly powerful.

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. Your Lean Engagement Teams must act as a vehicle to cultivate ideas not only within their four walls but more importantly from their customers and markets. Successful Sales and Marketing departments are no longer just responsible for getting the message out but also for developing strategies to get the customer’s message in. The ability to share and create knowledge with your customer has become the strongest marketing tool possible. Lean Thinking is the fundamental process needed to achieve this but it must be viewed from the demand side of the supply chain. We no longer live in a world of excess demand and supply side thinking is no longer valid. Learn how to change your mindset and bring continuous improvement to your sales and marketing through Lean. Join me in Indianapolis on April 17th to listen to Bill and stay the following day to participate with me on April 18th.

The host of this event is Lean Frontiers. They provide high-quality, laser-focused events aimed at integrating organizational silos in support of the lean enterprise. These focused events provide an ideal venue for like-minded professionals to explore the common issues they face in supporting lean. Upcoming Workshops will held in Fishers, IN (Indianapolis Suburb).

P.S. If you buy the book series before the event and attend, I will refund the purchase. Marketing with Lean Series – 4 Pack.

This event will sell out!

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Jan

Marketing with Lean Series – 4 Pack

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Special Offer

It is even more special for a limited time, if you stay on the Business901 website for more than 30 Seconds!

Lean Marketing House (More Info): A starting point for creating true iterative marketing cycles based on not only Lean principles but more importantly Customer Value. Recommended 1st reading of series.

Marketing with PDCA (More Info): Targeting what your Customer Values at each stage of the cycle will increase your ability to deliver quicker, more accurately and with better value than your competitor. It is a moving target and the principles of Lean and PDCA facilitates the journey to Customer Value. Recommended 2nd reading of series.

Lean Engagement Team(More Info): The ability to share and create knowledge with your customer is the strongest marketing tool possible. Recommended 3rd reading of series.

Marketing with A3(More Info): Enables sales and marketing to use the Lean tool of A3 as a structured approach for their problem solving, strategies and tactics. Recommended 4th reading of series.

Save when buying all 4

This series of books is about developing a continuous improvement culture in your sales and marketing and re-positioning your customer as the center of your organization. The further we are from our customers’ knowledge base the more effort has to be made to create a larger and larger supply of prospects. The ability to share and create knowledge with your customer is the strongest marketing tool possible. Successful Sales and Marketing are no longer trying to get their message out but developing strategies to get the message in.

Disclaimer: There is no silver bullet introduced in these books.

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Jan

Lean Engagement Team Book Released

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Sales and marketing can no longer operate in a vacuum. It has become a process output that intertwines across many of the departments within the organization. As companies have become flat, their decision making is increasingly being done by committee. As a supplier, you must mimic your customer decision-making path and as a result your sales and marketing will also be done by committee. Our highest priority is to deliver to the customer content that he deems valuable to his decision-making process.

Lean is the future of marketing and one of the main reasons is the development of Agile under the Lean umbrella. Using the Agile Manifesto as a basis for Agile marketing or Lean marketing is a good start. In summary they are based on these principles:

Individuals and interactions over processes and tools
Content-rich material over elaborate promotion
Customer collaboration over contract negotiation
Response to changing customer needs over following a plan

The further we are from our customers’ knowledge base the more effort has to be made to create a larger and larger supply of prospects. The ability to share and create knowledge with your customer is the strongest marketing tool possible. Successful Sales and Marketing Teams are no longer trying to get their message out but developing strategies to get the message in.

Table of Contents

The Path
Positioning your organization from your customer’s viewpoint
Only the Customer Determine Value
PDCA from the Outside-In
The iCustomer and iTeam
New Lean Thinking
Lean Engagement Tools
Lean Engagement Team
Marketing Gateway of EDCA, PDCA, SDCA

The book is available as a PDF download on the Business901.com website or on Amazon:

Lean Engagement Team (Marketing with Lean, Volume 2) [Ring-bound]

Lean Engagement Team (Marketing with Lean, Volume 2) [CD-ROM]

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Categories : Lean Engagement Team, Lean Startup, Sales

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Dec

Mapping the Digital Frontier with the Multiverse

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Where is the Digital Frontier taking us? Joe Pine has 2 new books out this summer, Infinite Possibility and The Experience Economy, Updated Edition. The Experience Economy identified a shift in the business world back in 1999 and many of the items discussed are just being realized today. In fact, the idea of staging experiences to leave a memorable and lasting impression is now more relevant than ever. the reason for the 2nd edition. In Infinite Possibility, Joe applies his leading edge thinking to the Digital Frontier. This is a transcription of theBusiness901 podcast with Joe, The Experience Economy Author, Joe Pine discusses Customer Value on the Digital Frontier.

In Infinite Possibility, Pine and Korn provide a new tool The Multiverse™ that helps your organization to search the infinite possibility of value creation that lies on the digital frontier. The Multiverse consists of eight different realms: Reality, Virtuality, Augmented Reality, Alternate Reality, Warped Reality, Augmented Virtuality, Physical Virtuality, and Mirrored Virtuality. You may want to watch this short video on on the Multiverse before reading, Value on the Digital Frontier.

B. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. He is cofounder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings. In his speaking and teaching activities, Mr. Pine has addressed both the World Economic Forum and TED, and is a Visiting Scholar with the MIT Design Lab. He has also taught at Penn State, Duke Corporate Education, the University of Minnesota, UCLA’s Anderson Graduate School of Management, and the Harvard Design School. He serves on the editorial boards of Strategy & Leadership and Strategic Direction and is a Senior Fellow with both the Design Futures Council and the European Centre for the Experience Economy, which he co-founded.