David Skok, a five time serial entrepreneur turned VC, at Matrix Partners presented this at a HubSpot Webinar last week together with Mike Volpe, the VP of Marketing at HubSpot.This video is 60 minutes long and well worth the time. A little promotional for Hubspot but in my opinion Hubspot is a quality product and worthy of the promotion.
This is one of the closest presentations that resembles the basic “mechanical” process that I discuss in the Lean Marketing Process. I think David’s presentation solidifies many of my thoughts about marketing, we just have a slightly different use of terminology. however, the one thing that is missing is the culture aspect and the development of a problem solving culture. That culture of Continuous Improvement, Kaizen that leads to Knowledge Creation is the “Lean” part of the equation that so many people miss.
An introduction to Building the Sales and Marketing Machine from David’ website forEntrepreneurs.com:
Building a Sales and Marketing Machine is a structured methodology for designing and reviewing your customer acquisition process. It stresses the idea that the only right way to build a sales and marketing process is to design it around your customers (customer-centric). Although this is obvious, it turns out to be radically different to the way most companies have designed their processes, which is based on what they want to happen (i.e.company-centric). Most of the time company-centric processes will now work as well as hoped, it will be because they failed to take into consideration the customer’s concerns and motivations.
This methodology will help you grow sales by addressing the following specific issues:
- Ensure your process is Customer-Centric (as opposed to company-centric)
- Design a process that is scalable, optimized and efficient
- Provide you with clear instrumentation showing what is working, and what is not
- Provide you with a clear understanding of what levers you can pull to grow sales
- Identify bottlenecks, and show you how to resolve them
- Lower the cost of customer acquisition
- Ensure that Marketing is correctly aligned with Sales, and directly helping to close business
- How to grow lead flow using the latest web marketing techniques
Related Information:
Lean Sales and Marketing PDF
PDCA for Lean Marketing, Knowledge Creation
Has Knowledge Management disguised itself as Lean Marketing?
PDCA for Lean Marketing, Knowledge Creation