Value Stream Mapping
In the Lean Marketing concept Value Streams differ from the more traditional approaches found in other Value Stream Mapping Process. It’s primary focus is not the discovery of waste but of process improvement with a very specific strategic intent, delivery of superior value for the execution of an organization‘s value proposition. This means that the focus of the analysis must be on those Value Streams and processes within those Value Streams that have the most substantial impact on the most important value drivers. These are the drivers that customers are telling you create value.
A Value Stream Map is a comprehensive set of activities and communications that collectively creates and delivers value to the customer. A typical approach to process improvement is to select a process of concern to the organization, map all the details of the process, remove the non-value added activities and then fix whatever seems to be broken. The non-value added activities should be determined from the customer’s point of view. Most organizations focusing on system redesign do so with the intent of reducing costs. 
A VSM begins with a customer need for a product or service, and ends with that customer’s belief that he has received something of genuine value. Value Streams typically are made up of several inter-connected processes and involve any number of functional areas within the organization. A important distinction in Lean Marketing concepts is that the Value Stream Map exists to deliver value to an external customer. This approach in the Lean Marketing concepts of Value Stream Mapping is similar to the traditional approach; we evaluate the entire set of processes, communications, and activities that make up a Value Stream. Employing a flowcharting approach, we describe exactly how value is currently being delivered by the organization and how you can deliver it more effectively and efficiently.
The Value Stream Map (Current State) points out those critical value delivery processes as they currently exist. The map then provides the Value Stream Mapping Team with the template to redesign the value delivery process to:
- Increase the responsiveness of the system
- Enhance its value delivery capacity
- Deliver greater customer quality at a reduced cost to the organization.
The actual skill of Mapping is very learn-able and a skill that can be developed. The keys to effective Lean Marketing using Value Stream Mapping is in mapping the right processes, identifying all process linkages to key customer contacts, making dramatic improvements on key customer benefits, eliminating only those costs that don‘t contribute to outstanding value delivery, and monitoring the impact of those improvements on your market-perceived value proposition. These are only achievable if the analysis is driven by your customer value information. The effects of superior value delivery manifest themselves in a number of different ways. Superior value deliverers can leverage their value position to:
- Increase share of the customer
- Increase market share
- Increase goodwill
- Improve cross selling efforts and results
- Avoid the trap of price competition
- Increase profitability
- Decrease operating costs
- Enhance word of mouth
- Decrease negotiation and bidding of customers
Your Value Streams are the focal point of any significant targeted improvement efforts and should be the driver for enhancing your organization’s competitive value proposition.
Lean Marketing House Program
These webinars will discuss utilizing the Lean Marketing House Concept and how to apply Continuous Improvement to your marketing process.
Each Participant will receive the E-Books
Lean Marketing House, Marketing with PDCA, Marketing with A3
Business901 will introduce Lean Marketing Concepts in a rather unique way. You will a download link to each webinar a minimum of 24 hours in advance. You may choose to watch this at anytime prior to the live sessions. The live sessions will be dedicated to Q & A or a live demonstration about the scheduled subject matter.
Dager says, “This not another system building approach but rather an action orientated program that organizes and develops your marketing efforts into a customer driven process. We will literally build your Lean Marketing House for 1 particular marketing segment and walk you through theory and into practice. I have not found a quicker and easier method from converting a stagnate and non-systematic marketing effort into a vibrant action orientated process. The end result is a continuous improvement process to keep your marketing ahead of the competition.”
The Lean Marketing House is a complete 28-day program based specifically on addressing these issues:
- Lean Marketing Principles
- Creating a Marketing Value Stream
- Marketing with PDCA
- Creating your Marketing Kanban
- Using A3s in the Marketing Process
- Implementing a Lean Marketing System
Program Structure and Agenda: You will sign up to start on the 2nd Thursday and for the following 28 days. There are a limited number of seats.
Session
1: 60 minutes(Thursday@ 1:00PM)
Session
2: 60 minutes(Friday@ 1:00PM)
Session
3: 60 minutes(Monday@ 1:00PM)
Session
4, 5, 6: 45 minutes(Thursday@ 1:00PM)
In addition to the six webinars and coaching sessions, the program includes:
- Weekly email support between class sessions
- Review of individual A3′s plans with feedback
- All class sessions are recorded so participants can listen to them at their leisure.
About Joe Dager: Joe, the owner of Business901 is a Lean Six Sigma Black Belt. Business901 is a progressive company providing direction in areas such as Lean Six Sigma marketing and organized referral marketing. Joe provides practical, information-rich, immediately applicable direction that can have immediate impacts on the success of small and mid-sized businesses. His experience includes numerous start-ups, several turnarounds in variety of industries to include manufacturing, retail, and professional services to include marketing.
Implement Continuous Improvement into your Sales and Marketing!
