The presentation that uses this slide deck is available in Train Section at Business901.com. Lean Sales and Marketing is built upon the philosophy that there has been a subtle shift to knowledge as the way to engage, develop and retain your customer base. The sales and marketing team must act as a vehicle to cultivate ideas not only within their four walls but more importantly from their customers and markets. If this is true, how do create new knowledge? How do we learn? Most studies show that we learn best by doing and by being forced to resolve our perspective with those of others who disagree with us. This means that you have to encourage contradictions and be willing to push the envelope with your customers.
2. Lean Thinking
• Identify Value
• Map Value Stream
• Create Flow
• Establish Pull
• Seek Perfection
3. • Knowledge is limited at beginning
• Key information not known
• Feedback to justify hypotheses
• Customers changes mind
• Each Cycle Closer to the Goal
PDCA = Knowledge Creation
5. • You charge for the demonstrated outcome customer achieves
Transformation – Wisdom
• You charge for the time customers spend with you
Experiences – Knowledge
• You charge for the activities you execute
Services – Information
• You charge for tangible things.
Goods – Data
• You charge for stuff
Commodities – Noise
The Experience Economy
6. • Shared Lessons, PDCA, Cost Reduction
Kaizen & Learning
• VA/VE, Supplier Develop, Study Groups
Joint Improvement
• Data Collect, Common Language, Timely Communications
Information Sharing
• Eng. Excellence, Oper. Excellence, Problem Solving
Compatible Capabilities
• Measures, Feedback, Target Pricing, Cost Mgrmt
Control Systems
• Alliance, Interdependence, Parallel Sourcing
Interlocking Structures
• Trust, Respect, Mutual Prosperity, Genchi Genbutsu
Mutual Understanding
Understanding of Supplier Hierarchy
7. Kaizen & Learning
Joint Improvement
Information Sharing
Compatible Capabilities
Control Systems
Interlocking Structures
Mutual Understanding
PDCA
PDCA
PDCA
PDCA
PDCA
PDCA
PDCA
Continuously Improve your marketing
Customer Hierarchy
8. • Find Owners
• Keep Score
• Prioritize
• Develop Review
• Collect Data
• Improve Plan
• Customer Needs
• Determine Drivers
• Define Indicators
• Monitor Progress
• Corrective Action
Act Plan
Do
Check
9.
10. • Customer’s Decision Making Path
• Reaction to support that
• Identify Resources needed
• Identify People needed to deliver
PDCA = Flow to Pull
14. Our Steps Plan Offer Order Loyalty
Cust.
Steps
Identify Evaluate Purchase Advocate
Sales Territory Deliver Close
In
Touch
Mrktg Budget Mtrl. Updates Case study
Tech Segment Trial Manage Support
Mirror Customer Decision Process
17. Core Principles of
Gamification
1. Knows Who Playing
2. Build Positive Emotions
3. Easy to Learn, Hard to Master
4. Design for On-boarding, Habit-Building, Mastery
5. Light the Way – Progressive mechanics
6. Unlock greater challenges and opportunity
7. Intrinsic motivators: Power, Autonomy, Belonging
Source: Amy Jo Kim
19. Create Pull
Access
• Not about “Stocks of Knowledge” versus “Flow of
Knowledge.”
Attract
• Being part of customer conversations.
Achieve
• Supported by a broad collection of people and resources
which you can pull from.
20. Create Pull - Access
Value – in – Use
Service and Products are a means to an end
Value Co-Creation
Not for customers rather with customers
Trust
Real value with all stakeholders
21. Create Pull - Attract
Touch-points
Mirror Customer Decision Making Process
Service Dominant Logic
Product: Service is left over after removing products
Service: Product and Service are enablers for co-creation
22. 7Cs of Co-Creation
Source: McColl-Kennedy
1. Co-operate (compliance)
2. Collate (sorting, assorting, synthesising)
3. Combine complementary skills, knowledge, expertise
4. Connect (family, friends, service providers, support groups)
5. Co-learning
6. Co-produce(self service, co-design, new service development)
7. Cerebral activities (positive thinking, reframing, emotional regulation)