Applying baldrige to marketing by Doug Brock, Kendall Electric
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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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