Managing Customer Value
Many people believe that to apply Value Stream Marketing using Lean Techniques, it is about removing waste. Eliminating waste is one of the Guiding Principles of Value Stream Marketing but you must make some fundamental improvements in your marketing cycle before a pull marketing system will work. Value Stream Marketing (VSM) is about having a Read More …
One of the first steps that I recommend in developing your Marketing Kanban is to create a Value Stream Map of your Sales or Marketing Cycle. Many people struggle with this concept and in a workshop I asked them to create their best known channel without really discussing their marketing tactics at all. I ask Read More …
John Holland and Tim Young have just co-authored a book titled Rethinking the Sales Cycle: How Superior Sellers Embrace the Buying Cycle to Achieve a Sustainable and Competitive Advantage. This book contains a detailed explanation of the three phases of the buying cycle popularized by Mike Bosworth in Solution Selling and had been created in Read More …
The very best thing about organizing and “systemizing” your marketing is that you now have more tools at your disposal to understand and facilitate but not manipulate your customer’s efforts. I use the Duct Tape Marketing Hourglass as an example, but there are other similar methods and maybe a system of your own that would Read More …
I was getting ready to write a blog and was visiting several books I had just completed for some background information. I was distracted and saw that I had a couple of LinkedIn invitations and decided to review them instead. One of the invitations was from Bob Sproull. I stopped a second and looked over Read More …