This is an excerpt from an upcoming book The Lean Engagement Team. It portrays multiple A3s for Sales EDCA/PDCA/SDCA and a sample of Standard Work for a Lean Sales and Marketing Team.

1. The Lean Sales and
Marketing Canvas
For
EDCA, PDCA, SDCA
The Collaborative Cycle
of Sales and Marketing
Lean Engagement Team
Book
Coming Soon!

2. SETTING THE STAGE
Will Lean ever be sustained unless sales and marketing are
on board?
Why start with production if we want to look from the
customer’s eyes?
Would it be not be more correct if we did Lean sales and
marketing first?
Why can’t we have Quality in Sales and Marketing?

3. SETTING THE STAGE(cont.)
With few exceptions, every time Lean is introduced to sales and
marketing, it was through Value Stream Mapping with the sole
purpose of removing waste in the process.
They were told what that data meant and as a result what they
should stop doing.
This resulted in neither an increase in sales nor an increase in
value added time with the customer.
Salespeople had every right to scream and ignore the
conversation. All they were ever told to do was gather data.

4. Lean Engagement Team
Value Stream Manager
Team Coordinator
Sales Team
Marketing Communication

5. The implementation and deployment of Lean Sales and Marketing
teams must include a clear definition of roles and matching needed
talent to each team.
Every organization will deploy differently, there is no cookie cutter
approach.
Roles are an important part of this process and the more definition
provided the more effective the individual Teams will be.
Organizations that consider these alignments as an integral part of
their sales and marketing strategy create strategic advantages over
the competition..

6. The Team Coordinator (TC) maintains the integrity of the processes through coaching and predefined control po
Overview:
The Value Stream Manager (VSM) represents
the product/service markets and the business.
Team Coordinator (TC) maintains the integrity of the
processes through coaching and predefined control
points.
The Sales and Marketing Team (Team) is a cross-
functional group whose number and expertise are
derived from the decision-making path of the customer.
This Team does the actual sales, providing content,
technical functions, trials, testing, etc.

7. The Team Coordinator (TC) maintains the integrity of the processes through coaching and predefined control po
Transaction to teams
Obtainable goal setting.
Willingness to train people.
Commitment to measurement
Understanding and agreement on the need for processes.
Dedication to knowledge capture & sharing internally & externally.
Clear-cut business and/or divisional strategy and objectives.

8. Value Stream Manager
Identify specific products/markets that offer organization best
options for growth.
Create a value model for each of targeted product or market.
Clearly state the organization’s competitive value proposition.
Identify the direction needed to enhance that value proposition.
Monitor competitive value proposition.

9. Team Coordinator
Facilitating the team’s progress toward their goal
Ensuring that work being delivered is in tune w/ customer’s needs.
Mentoring the team on Lean processes .
Acting as a buffer for outside interruptions.

11. The canvas when completed serves as a guide for the sales and marketing team.
It provides the clarity and empowers the team.

12. There should be a canvas created for every value stream and sometimes for every
Sales and Marketing team.

13. You can have as many pillars(channels) as needed. Simple Value Streams only have one
channel, one canvas. Others may have a canvas for each channel or customer segment.

14. This entire value stream could be managed by
one value stream team or it could be passed to
another value stream team that manages only
that cycle. It all depends on how you set up
your organization. Viewing your value
stream/marketing cycle in this manner creates
endless opportunities for improvement. It is
also much easier to handle the team concept
of sales and marketing with a thought process
of continuous improvement.
The sales and marketing team is a cross-functional group whose number and expertise
are derived from the decision-making path of the customer. The team is first and
foremost the listening post for the customer (prospect), providing the customer with the
information, technology, and support that is required. This is done through a
EDCA/PDCA/SDCA cycles that depending on the complexity may constitute an entire
sales cycle or just a certain portion of the customer’s decision-making process.

15. Teams
First consider the kind of team needed:
• Creativity (EDCA)
• Problem Resolution (PDCA)
• Tactical execution (SDCA)
Once you've established the objectives, you
choose a team structure to match it.
Without this process you may have creative
teams working on tactical execution or on
the other hand a problem-solving team
working on a creative solution.

16. SALES EDCA/PDCA/SDCA
The SALES part of the framework is where the sales team gets its directions and
coaching from the team coordinator and value stream manager. Within the actual
cycles the sales team is empowered to make their own choices and determine their
own direction to accomplish the goals of that cycle. One of the key considerations in
developing a team is to determine the objective of the cycle. Is it primarily creativity,
problem-resolution, or tactical execution?

17. Sense-making: Give meaning to experience.
SALES EDCA Analyze the user
Marketing in highly competitive
markets is about exploring new
Locate the people who understand the user and the needs
propositions and innovation in the
users domain . The environment
Empower the Team
determines where to start and
complex marketing environments
Select a limited set of needs you are designing for
need EDCA. Within the actual EDCA
cycle the sales team is empowered to
make their own choices and determine
their own direction to accomplish the
Explore Do
goals of that cycle.
One of the key considerations in
developing a team is to determine the
objective of the cycle. In EDCA, we Act Check
structure for innovation and creativity.

19. Select the initial Problem Perception
SALES PDCA Analyze the current process
PDCA provides feedback to justify our
hypotheses and increase our
Locate the people who understand the process
knowledge. This allows both the
customer and us not to be perfect the
Empower the Team
first time. The rate of change or the
speed of the improvement is a key
Select the Improvement
competitive factor in today’s world.
PDCA allows for major jumps in
performance not through massive
breakthroughs but through frequent
Plan Do
small improvements.
One of the key considerations in
developing a team is to determine the
objective of the cycle. In PDCA, we Act Check
structure for problem-resolution.

21. State the standard
SALES SDCA Agree on the method
SDCA documents the current best
practice and provides the foundation
Locate the people who will be on the team
for all continuous improvement. It
provides the structure for daily
Empower the Team
accountability and the prescribed
performance to a standard. Part of
Select the Team Goals of the Project
Standard Work is the visual forms that
provide the line of sight between
team members, teams, leaders and
coordinators.
Standard Do
One of the key considerations in
developing a team is to determine the
objective of the cycle. In SDCA, we
structure for tactical execution. Act Check

23. EDCA PDCA SDCA
How important is Standard Work?
Standard Work puts the food on the table!

27. As the customer/prospect travels through
their decision-making process our marketing
efforts are implemented in spirals of
increasing knowledge of their process that
converge on the ultimate goal, the correct
solution for the customer. The spiral gets
tighter as we progress. I like to think of it as
an increase in cadence. Passing through
from one spiral to the next is a result of the
customer or, better put, the result of our
increase in knowledge about the customers’
problem and the match of our proposed
solution. This handoff from one cycle to
another is typically managed through a
control point.

28. Marketing Communications
Handles the marketing communications for the company.
Works closely with Value Stream Managers & Team Coordinators
Provide support for program strategy and value stream.
Web
Ezine Mailers Brochure Pricing
Presence
Social Press
Speaking Advertising Referral
Media Release

29. Lean Marketing House Trio
Available on Business901:
• PDF – Instant Download
Available on Amazon:
• Kindle
• CD Rom
• Ring bound

30. 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

31. Visit the Business901 Website
Information on Lean, Six Sigma, Theory of Constraints, Kanban
and how they relate to Marketing.
• Over 80 Free eBooks
• Regular Blog Posts
• Podcast with Celebrated Authors, Industry Practitioners
and Leading Thought Leaders
Our Mission is to bring
Continuous Improvement to Sales and Marketing.
http://business901.com