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Lean Sales and Marketing is essentially a knowledge transfer system; it's a training system on how to define knowledge gaps and close them.

Lean Sales and Marketing approach is to leave your customer be the professor, the Sensei, who will take you through a certain number of exercises (their decision making steps), the customer leads.

Lean Sales and Marketing is targeted to certain kinds of organizations who actually enjoy learning. Who are committed to continuous improvement as opposed to just doing things and running things as they are.

What makes Lean Sales and Marketing different is the system. The steps of Lean S & M are simple:

1. Go and see the initial practice (Gemba), the user.

2. Form a working vision from the user experience, an ideal situation of where the USER wants to go.

3. Visualize the user's process. If you do that, it's obvious to see what your next reaction should be and when to trigger it.

Lean Sales and Marketing is incredibly powerful.

You can't write and teach Lean Sales and Marketing. It is a Learn by doing approach.

EDCA PDCA SDCA

What will Lean bring

• High Morale • Engagement • And…

The trouble with Lean

Paperwork

Led

Conform or else

How can we encourage support everyone to be responsible for Lean?

Sales and Marketing needs to have a process for

improvement.

PDCA Six Sigma Triz ISO Malcolm Baldridge

Quality Circles BPR Taguchi Kaizen A3 (PDCA)

All based on

Scientific Experimentation

Lean is about Gaps

• Knowledge Gap – difference between company perceptions of customers expect and what customers really expect

• Standards Gap – difference between company perceptions and service quality specifications

• Deliver Gap – difference between perceived expectations and actual service delivery

• Communication Gap – difference between what is delivered and what is communicated

• Perception Gap – difference between what customers expect and what they actually receive

It’s simply about getting from point A to B

What provides direction?

Intuition Based or

Data Based

Metrics are simple numbers that measure the effectiveness of your

business. • Metrics reduce arguments based on opinion.

• Metrics gives you answers what really works.

• Metrics show where your strengths are.

• Metrics allow you to test anything.

• Bosses love metrics.

Why is it tough to engage?

• Focus is challenged

• Communication is inconsistent

• Lack of Predictability

• Risks

People > Process President

Administration Sales Finance Quality Operations

Foreman

Group Leader

Line

Assistant

Organizations design process which are copies of their existing structures

President

Administration

Sales Quality

Operations

Organizations must change to develop a more collaborative structure.

Teams

solve problems better than individuals

How do you engage?

I use

POT

A method many learned in college!

Progress

Ownership

Transparency

Refined into 3 Simple Habits of a Highly Effective Team by Andy Harjanto

What is Progress?

Gaps

Standards – Current State

• Expectations

• Upward Communication

• Metrics

• Visual Controls

• P.S. Standard work is layered

Change in Standards –Moving to Future State

• Expectations

• Upward Communication

• Metrics

• Visual Controls

• P.S. Standard work is layered

Future State

Don’t shoot for the moon!

Future State

Incremental Steps

Future State

Smaller Time Frame the better

Organize Tasks in doable chunks

This Week Next Week Next Month

Simplicity = Clarity = Execution

Understand Simplify Automate

Learn from ERP

Future State

Small Mistakes are repairable

Ownership

Do you fight for ownership or is it managed?

Lean Champion comes down looking for data.

Sales says Data? -Who me?

Looking for Data!

Yeah, you!

Cooler Minds prevail

We agree to not disagree

It’s that

leading thing

People will go above and beyond

..if part of solution

Teamwork is an individual skill

You must be

• Willing to find problems

• Own the problem

• Solve the problem

How

• See a problem = Document it

• Own problem = 1 owner

• Solve problem = Openly Discuss it

….which leads to…

Transparency

Transparency • Not welcomed in most organizations

• Creates Work

• Responses • Letters • Additional responsibilities • Recordation

Follow the 2 Pizza Rule - Amazon, Jeff Bezos

Make it manageable

Inside Sales

Outside Sales

Engineering Team

Leader

IT

Break into Groups

Smaller Groups • Informal communication

• Better assignment of tasks

• Easy Manageable Tasks

• Increase participation

• Reduces Information needed to be processed

• Provides Clear Line of Sight

Line of Sight

Know what your Team Members are doing:

• Daily Standups

• Weekly Tactical

• Monthly Strategic

• Quarterly Strategic

What about that “I” thing?

Team Players must be willing

• Progress

• Own

• Transparent

Lean

Starts with You

http://leanmarketinglab.com

• Over 130 Free eBooks • Regular Blog Posts • Free Tools • Discussion Groups • Podcast with Celebrated Authors, Industry

Practitioners and Leading Thought Leaders

Our Mission is to bring Continuous Improvement to Sales and Marketing.

Marketing with Lean Program Series

1. Lean Marketing House Overview 2. Driving Market Share 3. Marketing with PDCA 4. Marketing with A3 5. Lean Engagement Team

http://leanmarketinglab.com/