Managing Customer Value
For any successful go-to-market launch, finding the right product-market fit is key. This means understanding the needs of your market and delivering a product or service to meet those needs. If you don’t establish a product-market fit, all your growth strategies may be for nothing.Your go-to-market strategy should always reflect the success of the product. Read More …
Many companies and industries world-wide are using Lean with dramatic results. With such outstanding results, Lean is being used across the entire spectrum, hence the Lean Enterprise. However, one important part has been left alone, arguably the most important, sales and marketing. Why hasn’t Lean or any other continuous improvement methodology been brought to sales Read More …
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 Read More …
Marketing with PDCA is about managing a value stream using PDCA (Plan-Do-Check-Act). Using the new SALES PDCA Framework throughout the marketing cycle will provide constant feedback from customers, and can only occur if they are part of the process. It is about creating value in your marketing that a customer needs to enable him to Read More …
Often, startups think Product/Market fit is found by obtaining their first customers. They try to validate their product and customer base by building this Harry-Potter sales funnel thinking they can create a customer. The only measure part of the equation is the sales activity they generate within the funnel. I am not saying it doesn’t Read More …
Many of us will make a business case for our next marketing campaign (experiment), but few will take the time to create a prediction.