Using Lean Sales and Marketing to Grow Revenue

This 28 day program offers a unique adult learning experience while introducing the Lean Marketing concepts. You will leave with a completely different way to view your sales and marketing efforts.
Lean Marketing House - 28 day program
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Lean Marketing House (More Info): A starting point for creating true iterative marketing cycles based on not only Lean principles but more importantly Customer Value. Recommended 1st reading of series.

Marketing with PDCA (More Info): Targeting what your Customer Values at each stage of the cycle will increase your ability to deliver quicker, more accurately and with better value than your competitor. It is a moving target and the principles of Lean and PDCA facilitates the journey to Customer Value.

Marketing with A3(More Info): Enables sales and marketing to use the Lean tool of A3 as a structured approach for their problem solving, strategies and tactics.

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Jan
19

Turning Leader Standard Work Upside Down

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I find one of the problems that exist in Leader Standard Work practices is not at the Team Leader Level nor even the Supervisor Level but many times right at the top. In David Mann’s book Creating a Lean Culture: Tools to Sustain Lean Conversions, Second Edition (which I consider the bible for Leader Standard Work), he states that Leader Standard Work should break down in this percentage for standard work:

  • Operator – 95% their time might be devoted to completing leader standard work
  • Team Leaders – 80%
  • Department Supervisors – 50%
  • Value Stream Managers – 25%
  • Executives – 10%

These numbers will differ according to the environment and whether it is production, office or development work but Leader Standard Work should be consciously designed to be layered from bottom up. The act is what produces results, not the thinking. There should even be a degree of redundancy between the layers to ensure accountability. Inverting Standard Work

This is where I believe that the problem starts developing. Trace Richardson wrote a blog post, You want a tangible action for your leaders trying to do Lean? Try this! GTS "squared" where she states that one of the fallacies of problem solving is the inability of Leaders to “Go See”. I find that true outside of the factory as well. Leaders seldom do the 10% or 25% of Standard Work required. They even will sit down in a meeting and go over the subordinate’s standard work and instruct him on how to improve without ever observing the process. Even more importantly that shared accountability through redundancy is seldom instituted.

In Lean Sales and Marketing, Standard Work will have a difficult time achieving 95%. In fact, most “front-line” Sales and Marketing workers will have responsibilities that clearly cannot be defined as Standard Work. Leader Standard Work may often only border around 50 to 80% or lower. I think immediately of the conversation I had with Joseph Michelli on Zappos company culture. Joseph’s latest book, The Zappos Experience: 5 Principles to Inspire, Engage, and WOW discusses the relationship of employee and customer experience as demonstrated in my blog post, Is Zappos the Next Toyota?

As we progress up through leaders, supervisors, etc., the percentage of Leader Standard Work should not drastically be reduced as it does in a manufacturing environment. It is the Servant Leadership role that must surface. Empowering the front line staff with the necessary resources to enable their actions to deliver an outstanding customer experience becomes Leadership’s primary function. The Leader Standard Work may actually become more standard as we move away from the main influencer and/or disruptor – the Customer.

Related Information:
Can the Lean Knowledge Worker cope with Leader Standard Work?
Lean Sales and Marketing works because of Leader Standard Work
Does the Customer Experience mimic the Employee Experience?
When Efficiencies and Innovation no longer work, is Customer Centricity the answer?
Job-Centric Innovation is Rethinking Customer Needs

Categories : Lean

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