Subject areaRevenue and sales
Lean Marketing is the application of lean to marketing: you remove the activities that consume budget and time without bringing customers, and concentrate resources on the few steps that move a lead towards purchase.
The tool is the factory's, following the value stream and removing waste, applied to the customer's journey instead of the product's. The most recent reference is Allan Dib's «Lean Marketing» (2024).
In practice it means a few channels run well instead of many run badly, content measured on its contribution to revenue, small and frequent experiments instead of large and rare campaigns. The step that makes all the rest possible is measurement: a waste becomes visible only when you know which activity brings the customers.
Source: Allan Dib, Lean Marketing, 2024.
An example
A machinery manufacturer runs many social channels, two trade fairs and a newsletter. Measuring where last year's signed contracts came from, it finds that almost all customers came through two channels: it concentrates the budget there, and the rest becomes an experiment to justify.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
Spotted an inaccuracy or something that needs updating? Write to info@enricogiubertoni.com and help make this glossary a better place.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.