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Evaluate your Customer Needs

How do you increase speed in your marketing? It actually is very easy. You must target your market. Most professionals lose jobs because they do not make their offers crystal clear to their prospect. The prospects must understand completely, without a doubt what benefits they will receive and what the outcomes will be from working with you or using your product. You must be crystal clear in your definition. However, are you crystal clear in what you will be offering?

Learning to talk their talk helps you walk your walk!

Understanding Customers - Why don’t we ask more questions? Taking is a step further, why don’t we concentrate more on their problems. A quick way to evaluate your efforts is look at where you are spending your own money. Are you improving your problem solving skills as an organization?

Start your Marketing with a User Story

One of the interesting things about Agile Project Management is that you start with creating a user story. In the marketing process, how many times do you start with a customer/prospect telling the marketing department how they use or will use the product or service? I know we interview people or perform won/loss analysis, but I wanted to go an additional step. What if we would paint the picture of how a user will interpret this marketing campaign or for that matter this blog, advertisement, whitepaper, etc?

Should work cells be used in Sales and Marketing?

Followers of my blog have seen how I use DMAIC principles in discussing the marketing funnel. And in reviewing, discussed how adding toll gates for identifying when prospects should move from one stage to the next. Inside the stages, we have different marketing programs that are taking place. But I really never talked about the personnel that were handling these programs. In most sales and marketing applications, you will have marketing assigned by the duties they do and salespeople assigned to certain accounts. I think it might be interesting to consider what we have learned in U-shaped or L-shaped work cells.

Go to MoSCoW and improve your marketing Copy

All requirements are important, but they are prioritized to deliver the greatest and most immediate business benefits early. Developers will initially try to deliver all the M, S and C requirements but the S and C requirements will be the first to go if the delivery timescale looks threatened. The plain English meaning of the MoSCoW words has value in getting customers to understand what they are doing during prioritization in a way that other ways of attaching priority, like high, medium and low, do not.

A Little more on applying Little's Law to Lean your Marketing!

Though this is not a major change in thinking, Throughput is the measure that drives Theory of Constraints. In your marketing process, this makes perfect sense, you should be measured in Sales Revenue, correct

A Little Law applied in Lean Marketing

A simple equation called Little's Law can tell us how long it will take any prospect to be turned into a sale simply by counting how many customers are in your funnel and how many sales we complete each day, week, etc.

Most Marketing Systems are Out of Control.

Most Marketing systems are out of control. They have not been managed with understanding of the process speed and the effect of the flow on the process. As a result, performance has to be sub-standard. My marketing has too many variables to define my Value Stream! Can you afford to say that?

Steps to creating your Need Statement

The other day, I discussed Your Marketing Vision should define your Customer's Core Problem, but how do you go about doing it. A simple exercise that I found useful was depicted in the book....

Your Marketing Vision should define your Customer’s Core Problem

As a result of this exercise, you will change the shape of your Pillar. You should be able to shorten your cycle in some and as a result decrease your expenditure in the marketing process. Others, on the other hand, may be lengthened and a total different approach may have to be utilized.

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About the Author: Joe Dager

RSS for Joe's articles - Visit Joe's website
Joe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @
Web/Blog: Business901.com
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