Lean Marketing – what is it all about then?
Is everything becoming lean these days? Ok we have always had lean manufacturing, now following on we have “Lean Finance” “Lean Sales” and now adding to the list Lean Marketing. When you do a search do you find that other than when referring to traditional manufacturing scenarios, these phrases do not actually have a common meaning? Let me explain what I mean by Lean Marketing – first of all what is marketing? Put simply it is: The provision of goods or services to meet consumers’ needs or in other words finding out what the Customer wants and ensuring that your products or services meet their requirements, whilst at the same time making a profit for your business.It is just as legitimate to state what marketing is not: It is NOT just advertising, not just exhibiting and not just pretty brochures. It is certainly not just social media which I suspect if you ask the average SME MD this is the answer you would get when asking: What is marketing?
In fact marketing is your commercial lifeblood. For a manufacturing company it is everything that is not operations, not HR and not finance, so again, what is lean marketing? Put simply lean marketing is applying, structure & common sense to your commercial processes whilst eliminating waste but not inhibiting creativity.
Easier to say than to do. The culture of at typical sales organisation does not naturally fit within the constraints of the operational or financial worlds, which is one reason the functions seldom see eye to eye. Which is why we find that we are successful having had long experience in both worlds we can see both sides
The most essential element of lean marketing is having a clearly defined vision for the business, a clearly defined strategy for each product or service offering and a Lean Marketing action plan that turns vision into reality
The tool that I find most suits this commercial world is based on Hosin Kanri processes and couples a strong analytical content with the controls of the Policy deployment X-matrix and I find it a perfect match to the commercial world that is Lean Marketing. If you would like to find out more about the services we offer drop me a line firstname.lastname@example.org or if you want to see how “lean” your organisation is then perhaps our Lean Diagnostic Service may be of interest