August Meeting Epilogue: Applying Lean Principles to Marketing: An Overview
August 12, 2011 in Event Summary, Monthly Meetings
This is our second Lean presentation out of software/IS realm. We believe it’s important to open our eyes to other Agile/Lean practicing domains of other business functions. Mutually, we are all working for the same boss “Customer”
We started our night with pizza sponsored by Infotrust LLC.
Joe carried his presentation from manufacturing to marketing while he’s describing how marketing and sales organizations can utilize Lean principles and tools. Here are some highlights from his presentation.
Process is missing in Sales and Marketing. No continuous improvement is possible without a methodology. You have to understand the metrics to understand the degree of improvement.
We’re not living in a supply driven world anymore, we’re now in a demand driven world. We really don’t have sales channel, we have touch points with customer.
We need to apply more Lean Thinking to our actions;
- Appreciation of a system (embrace a system)
- Theory of knowledge
- The psychology of change
- Knowledge about variation
Continuous Improvement is a necessity. Metrics are required to judge the rate and degree of improvement. There are also barriers to change; commission structures, understanding metrics and measurements.
Knowledge and Sales PDCA cycle is key part winning the customer.
You have to understand customer’s decision making process. Some of the tools that can be used in Sales and Marketing process are; Business Model Canvas, Customer Journey Canvas, Value co-creation canvas and A3.
Here are some of the links that Joe referred in his presentation, he also announced that he’s going to make his presentation available in Slideshare.
http://www.businessmodelgeneration.com
Again, we’d like to thank Joe Dagger on behalf of Agile Cincinnati Community to share his knowledge and experience with us. You can reach him via email at jtdager using the first domain above.



















