LEAN in MARKETING

AND SALES
Srikanth Murthi
Zoheb Amjad
Rishi Ramesh
Vipul Gyasia
FOCUS ON THE CUSTOMER
KANO Model applied in designing and
marketing the product:

Understand customer needs:
Must haves
Performance
Excites and Delights

JIDOKA in Marketing
- Can be used in any marketing or sales process:

Steps remain the same: Think Customer service.
Detect the abnormality.
Stop.
Fix or correct the immediate condition.
Investigate the root cause and install a countermeasure

VSM in converting prospects to
Customers
In sales WIP inventory are prospects

Mapping of the AIDA purchase funnel
To check where prospects are being hindered
Decreasing marketing cycle time From prospect to customer
Increase speed of information flow Better estimation of demand


Use kanban Improve visibility across cross functional teams in marketing
Use pull marketing Best way to optimize marketing communication
Use Kanban in sales Keep track of prospects most likely to become
customers



GEMBA
Go to the customers point of use
Go to the customers point of sale


USE OF 360 degree feedback in sales

Not just dependent on sales numbers
How value was added to the customer
Dependent on customer satisfaction