Things can always be better.
At its core, the “lean” principle is a mentality of continuous improvement. It’s one adopted by our guest today, Kirsten Paust, VP of the Business System Office at Fortive Corporation.
Fortive is one of the few industrial companies that really gets digital. They have a willingness to understand evolving trends and make necessary changes. While there used to be a day when marketing existed to print brochures, today you’ll be left behind if you don’t adjust quickly.
Listen in as Kirsten shares the concept of lean principles and how they relate to digital marketing today.
Listen to the full episode to hear Kirsten’s insights on everything from lean marketing to accountability to experimentation.
On lean marketing:
We have this notion around trystorming which is how do we get out into the real world environment and get feedback on our ideas. I remember a professor in my MBA education that said you can sit in a room for days and build up the data that reaffirms your position around something. But really all you’ve done in that is increase the risk because you’re not getting any real market feedback. You’re kind of breathing your own exhaust and trying to convince yourself that the ideas that you have are going to produce the desired outcome. The best way to really figure that out is to go out in the marketplace.
On critical questions marketers should be asking themselves:
I would really encourage marketers to think about, ‘are you spending enough time with the customer or are you out in their environment?’ Are you understanding the challenges they face when it comes to researching and evaluating and interacting with different campaigns? There’s stuff that works well in their mind and stuff that doesn’t. The data en masse can help you identify that. You kind of get out there and see the personal element of this and how people interact and what they like.
On being accountable:
I think also that marketers really need to ensure that they have a connection to business results. And how do they think about how winning is defined for them and are they really focused on the right prize. Do we understand the connection between these different marketing actions and the outcome that they will produce for the business and being a bit removed or being able to separate yourself from. I know this can be hard but the pride of authorship from the results. You know we’ve got to be willing to say this just doesn’t work and we’ve got to have cultures that make it OK for somebody to stand up and say hey like I tried this is not producing the outcome. Let’s move on because that’s where we collectively learn.
On challenging assumptions:
We often have assumptions about what other people within our own four walls – we have assumptions about sales reaction and we have assumptions about you know how leads get treated and stuff. And I think we just need to challenge those. I think the more you can build a commercial process versus functional silos the more successful you will be in doing this testing right you need to go out to prospects that maybe Sales has and try out some things and see if it works and you need some buy in from the organization. And I think sometimes assumptions prevent us from going out and doing those things and we are really ought to challenge them.