applying baldrige to marketing by doug brock, kendall electric
DESCRIPTION
Marketers, managers, and leaders will learn how application of the fundamental principles in the Baldrige criteria can help them improve their processes for listening to customers, building customer relationships, and using customer information to improve their marketing functions. “Applying Baldrige to the Marketing Function” provides insight to how marketing efforts are frequently channeled into departmental silos and ideas on how to eliminate barriers between departments. Learn to avoid common pitfalls such as: valuable customer feedback from the sales force being relegated to anecdotes in sales reports; customer and market information never finding its way into the strategic planning process; key measures and benchmarking not being used to address challenges and opportunities; and voice of the customer being assumptions as opposed to fact-based findings. Marketers, sales personnel, product managers, small business owners and senior managers will learn how some of the United State's best run companies use the framework of the Baldrige criteria and straight forward evaluation tools such as Approach-Deployment-Learnings-Integration to ensure marketing can realize its full potential. The presentation includes interactive question, answer, and example sessions to reinforce the content and make attendees think about how presented material matches their experiences and own organizations. The presentation is based on the criteria from the Baldrige Performance Excellence Program and Doug Brock's experience both as an examiner in Tennessee's Baldrige-based award program and his work with clients in applying the criteria in their improvement efforts. Attendees to this presentation walk away with concrete questions to ask of themselves and their organizations. The questions are relatively simple and common sense, but the answers are powerful in their ability to help you understand what your customers consider key to your ongoing relationship and engagement with them.TRANSCRIPT
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Applying Baldrige to the Marketing Function
Tear down the silos in your marketing activities.
Doug Brock
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Doug Brock
Marketer, salesperson, and fan of the Baldrige Criteria from the Baldrige Performance Excellence Program.
Automation Engineer
Kendall Electric
Associate Board Member and Examiner
Tennessee Center for Performance Excellence
Tear down the silosTear down the silosin your marketing in your marketing
activitiesactivities
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“Marketing momentum
does away with the need to
sell!”
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Sales doesn’t get it!Sales doesn’t get it!
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Who doesn’t get it?
Author Unknown
The sales department isn’t the whole company, but
the whole company better be the sales
department.
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Marketing Marketing versusversusSalesSales
Focus Should BeFocus Should Be
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Overcome Silo MentalityOvercome Silo Mentality
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Overcome Silo MentalityOvercome Silo Mentality
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What do you really know?
Anecdotes Become PoisonAnecdotes Become Poison
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CRM becomes the furnace CRM becomes the furnace that has to be fueled!that has to be fueled!
Voice of the Voice of the CustomerCustomer
ManagemenManagement by Factt by Fact
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Best Practices for Best Practices for Eliminating Anecdotal Eliminating Anecdotal
Information?Information?
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Eliminate Anecdotal InformationEliminate Anecdotal Information
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K&N Management
Owner and operator of Mighty Fine Burgers, Fries and Shakes
Licensed area developer of the four Austin Rudy’s Country
Store & Bar-B-Q
2010 recipient MBNQA
Overcome Silo MentalityOvercome Silo Mentality
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Herb Kelleher, Cofounder of Southwest Airlines
“We don’t have a Marketing
Department; we have a Customer
Department.”
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Sounds great but how Sounds great but how do you make it work?do you make it work?
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Marketing and Sales must learn to dance together
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Continuous
Improvement
Best Practices of Best Practices of Process Thinking in Process Thinking in
Marketing and Sales?Marketing and Sales?
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MEDRAD MEDRAD
Global market leader of Global market leader of diagnostic imaging and diagnostic imaging and
therapeutic medical therapeutic medical devices and servicesdevices and services
2010 recipient MBNQA2010 recipient MBNQA
Overcome Silo MentalityOvercome Silo Mentality
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The most The most important important
thing for us thing for us is…is…
"To satisfy our customers' desires for personal entertainment and information through total customer satisfaction“
Not even close--the worst mission statements...
January 25, 2005
Seth Godin’s Blog
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Most Important Goals Most Important Goals for Marketing and for Marketing and
Sales?Sales?
Midway USAMidway USA
JUST ABOUT JUST ABOUT EVERYTHING for EVERYTHING for
Shooting, Reloading, Shooting, Reloading, Gunsmithing and Gunsmithing and
Hunting Hunting
2009 recipient MBNQA2009 recipient MBNQA
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Overcome Silo MentalityOvercome Silo Mentality
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Baldrige FundamentalsBaldrige Fundamentals
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Baldrige FrameworkBaldrige Framework
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Org
aniz
atio
nal P
rofil
e
Sets
Conte
xt
Answer questions Answer questions based on what’s based on what’s important to youimportant to you
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Evaluate Answers Using the Evaluate Answers Using the Four Process Evaluation FactorsFour Process Evaluation Factors
Measure Results that Measure Results that are Important to are Important to
AnswersAnswers
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Use Evaluation and Use Evaluation and Results to Improve Results to Improve
Processes Processes
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Baldrige FrameworkBaldrige Framework
Silos ExistSilos Exist
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Overcome Silo MentalityOvercome Silo Mentality
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SummarySummary
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Questions?Questions?
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