Managing Customer Value
Finding your internal marketing constraint is still important. Most people consider that their constraint in marketing is the number of prospects and in today’s economy it is very true. I believe that places an even great emphasis on managing your Work in Process or prospects. It does little good to increase prospects if you are Read More …
If we find the constraint what is the first thing we want to do, fix it. That’s our natural tendency. Many of us have learned to go through the Theory of Constraint Five Focusing Steps: Identify the system’s constraint. Decide how to exploit the system’s constraint. Subordinate everything else to the above decisions. Elevate the Read More …
My guest on the Business901 podcast this week and last week was “Dr. Lisa” Lang. She is considered the foremost expert in the world in applying Theory of Constraints to Marketing and currently the President of the Science of Business. She recently served as the Global Marketing Director for Dr Goldratt who is the father Read More …
A continuation of my blog posts on Using the Theory of Constraints with your Marketing HourGlass. We are concentrating on optimizing the Throughput of the Marketing Hourglass utilizing the Five Steps of Continuous Improvement, Steps 2 and 3. Step 2. Exploit the system’s constraint This simply means; Getting the most out of the weakest link Read More …
As I mention in a previous post: Every System, typically has relatively few constraints. However, to operate at maximum efficiency, the limiting constraint must be identified. Five Steps of Continuous Improvement help identify and improve the constraint. How do I correlate the Marketing Hourglass with the Theory of Constraints? TOC uses the weakest link, a Read More …
Another way of using the hourglass is to determine the number of prospects(inventory) that you need in each part of your hourglass. This is tremendous opportunity to really understand what is taking place in your process and will enable you to determine what is and what is not working. Where is your bottleneck or if Read More …