Managing Customer Value
The outcome is really not at the end of the target. . It’s some place like in the middle because this should sustain until the end of its life cycle. -jd Evan Leybourn: You’re absolutely correct. The idea of an outcome is we should be able to incrementally achieve value towards that outcome. It doesn’t Read More …
Recently my work has centered on jobs that allow me to expand my thinking in the area of Outcome-Based Thinking. I have been fortunate to move into this field, and I find it exhilarating to say the least. Part of this thinking is embedded in Service Dominant Logic and the concepts of Value Co-creation and Read More …
In a recent blog post and several others, Increase your Innovation Capacity: Manage your Sphere of Influence, I contend that the typical tools such as marketing funnels, customer journeys or sales cycles limits us to Goods-dominant logic (GD-logic) thinking and prevents us from viewing from the perspective of Service Dominant Logic (SD-Logic). If that is Read More …
In the Outcome-Based Mapping approach, we view the outcomes as the central part of our theme. We recognize that a change of behavior must occur for us to achieve our goals or make the desired impact that wish to obtain. In traditional sales and marketing we can develop the simplest of all marketing funnels based Read More …
I use to believe that marketing funnels, value stream maps, process mapping and to some extent customer journey maps would work in present day sales and marketing processes (Value Stream Mapping should be left on the Shop Floor). I am not saying they won’t, but I have taken a completely different approach over the past Read More …
In a recent blog post, Lean Sales Process does not start at Plan or Build, I discussed how companies that apply Lean to Sales and Marketing think incorrectly in terms of PDCA versus Cap-Do. In the post, I stated: When we utilize the traditional cycle of PDCA, we start with Plan. We form a hypothesis Read More …