{"id":12380,"date":"2018-05-04T15:33:34","date_gmt":"2018-05-04T20:33:34","guid":{"rendered":"https:\/\/blog.planview.com\/?p=12380"},"modified":"2020-02-24T15:40:05","modified_gmt":"2020-02-24T21:40:05","slug":"5-benefits-of-lean-for-marketers","status":"publish","type":"post","link":"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/","title":{"rendered":"5 Benefits of Lean for Marketers"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12381\" src=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/iStock-628995158.jpg\" alt=\"\" width=\"1600\" height=\"1066\" srcset=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/iStock-628995158.jpg 1600w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/iStock-628995158-300x200.jpg 300w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/iStock-628995158-768x512.jpg 768w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/iStock-628995158-1024x682.jpg 1024w, https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/iStock-628995158-750x500.jpg 750w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<div class=\"s-content\">\n<p>Being a effective marketer today requires creativity, strategic thinking, and most importantly &#8211; focus. With thousands of channels and mediums available to market to prospects and customers, and hundreds of marketing tools to choose from when creating our tech stacks, it\u2019s easy to lose sight of the big picture. All too often, as marketers we focus our efforts on the wrong things, chasing metrics that don\u2019t serve us or following processes that don\u2019t create value for our customers. Lean is a way of thinking about work that has been helping teams in all disciplines &#8211; including marketing &#8211; create more value and get more done. Read to learn the top 5 benefits of Lean for marketers and see if Lean is right for you.<\/p>\n<p>In 2016,\u00a0we surveyed over 3,000 people currently practicing Lean\u00a0to learn how Lean impacted their habits, practices, and overall effectiveness. When asked to name the top five benefits of Lean, they listed the following:<\/p>\n<ul>\n<li>Manage Team\/Process Complexity<\/li>\n<li>More Efficient Business Processes<\/li>\n<li>Better Management of Changing Priorities<\/li>\n<li>Better Project Visibility at the Team Level<\/li>\n<li>Increased Team Productivity<\/li>\n<\/ul>\n<p>Let\u2019s dive into each of these to learn how they can make you a better marketer.<\/p>\n<\/div>\n<div class=\"s-content\">\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/#MANAGE_TEAMPROCESS_COMPLEXITY\" >MANAGE TEAM\/PROCESS COMPLEXITY<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/#MORE_EFFICIENT_BUSINESS_PROCESSES\" >MORE EFFICIENT BUSINESS PROCESSES<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/#BETTER_MANAGEMENT_OF_CHANGING_PRIORITIES\" >BETTER MANAGEMENT OF CHANGING PRIORITIES<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/#BETTER_PROJECT_VISIBILITY_AT_THE_TEAM_LEVEL\" >BETTER PROJECT VISIBILITY AT THE TEAM LEVEL<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/#INCREASED_TEAM_PRODUCTIVITY\" >INCREASED TEAM PRODUCTIVITY<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/#LEARN_MORE\" >LEARN MORE<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"MANAGE_TEAMPROCESS_COMPLEXITY\"><\/span>MANAGE TEAM\/PROCESS COMPLEXITY<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n<div class=\"s-content\">\n<p>The top benefit of Lean cited by our survey participants was the ability to manage team and process complexity. This is especially important for marketing teams, for two reasons.<\/p>\n<p>First, marketing is a discipline that blends highly technical and highly creative work. In order to be effective, marketing teams have to be able to manage and coordinate their efforts across a vast array of skills and process types. Technical, goal-oriented product marketers have to align their efforts with creative graphic designers and detail-oriented writers in order to execute their strategic objectives. The people in each of these roles have to communicate effectively and follow a defined team process that facilitates innovation and efficiency.<\/p>\n<p>In addition to working together effectively within the team, marketers also need to be able to communicate with and incorporate information from other teams &#8211; such as sales, customer success, product development, and management. Marketers need to be flexible enough to be able to contribute to cross-departmental initiatives, while also having the discipline to complete their own projects. For these reasons, using Lean to define, follow, and refine processes and minimize complexity is especially helpful for marketing teams.<\/p>\n<\/div>\n<div class=\"s-content\">\n<h2><span class=\"ez-toc-section\" id=\"MORE_EFFICIENT_BUSINESS_PROCESSES\"><\/span>MORE EFFICIENT BUSINESS PROCESSES<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n<div class=\"s-content\">\n<p>Survey participants also cited more efficient business processes as a top benefit of Lean. Marketing teams do a mix of planned project work and unplanned work &#8211; and balancing both can be a challenge, especially without a structured way to balance your workflow (like\u00a0<a title=\"\" href=https:\/\/www.planview.com\/resources\/articles\/lkdc-lean-kanban-work-together\/ target=\"_blank\" rel=\"noopener noreferrer\" data-ol-has-click-handler=\"\">Kanban<\/a>). Lean marketing teams focus on streamlining and optimizing any repeatable process, so that they can focus their efforts and energy on unplanned work and strategic decision making. Optimizing the efficiency of the engine makes the whole car run better.<\/p>\n<\/div>\n<div class=\"s-content\">\n<h2><span class=\"ez-toc-section\" id=\"BETTER_MANAGEMENT_OF_CHANGING_PRIORITIES\"><\/span>BETTER MANAGEMENT OF CHANGING PRIORITIES<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n<div class=\"s-content\">\n<p>Between short- and long-term project work, unplanned work, and maintenance work, marketers are having to constantly make decisions about the priority of different work items. All too easily, we fall into the habit of giving our attention to whatever is loudest, most urgent, or simply what\u2019s in front of us &#8211; not what\u2019s most important.<\/p>\n<p>Lean helps us filter through the noise and make smarter decisions about prioritization. This ensures that we keep our actions aligned with our goals.<\/p>\n<\/div>\n<div class=\"s-content\">\n<h2><span class=\"ez-toc-section\" id=\"BETTER_PROJECT_VISIBILITY_AT_THE_TEAM_LEVEL\"><\/span>BETTER PROJECT VISIBILITY AT THE TEAM LEVEL<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n<div class=\"s-content\">\n<p>Marketing is a team sport. Nearly every marketing activity requires the skills and expertise of several different people &#8211; a simple blog post might require product knowledge from a product marketer, writing chops and SEO know-how from a content marketer, and creative designs from a graphic designer. Most marketing teams rely on email, communication tools like Slack, and endless meetings to stay aligned in their efforts. Communicating about the work requires more time and energy than actually doing the work.<\/p>\n<p>Lean marketing teams use visual management &#8211; namely,\u00a0<a title=\"\" href=https:\/\/www.planview.com\/resources\/articles\/lkdc-lean-kanban-work-together\/ target=\"_blank\" rel=\"noopener noreferrer\" data-ol-has-click-handler=\"\">Kanban<\/a>\u00a0&#8211; to increase project visibility, improve communication, and reduce time spent in meetings.<\/p>\n<\/div>\n<div class=\"s-content\">\n<h2><span class=\"ez-toc-section\" id=\"INCREASED_TEAM_PRODUCTIVITY\"><\/span>INCREASED TEAM PRODUCTIVITY<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n<div class=\"s-content\">\n<p>With better communication, more efficient business processes, better management of changing priorities, and better project visibility, it\u2019s no wonder that Lean teams cite increased team productivity as a benefit of Lean. Lean helps marketing teams focus on what matters: Delivering value to prospects and customers. Once teams decide to put customer satisfaction at the heart of everything they do and embrace continuous improvement, they become unstoppable &#8211; increasing not only productivity, but efficiency and effectiveness, too.<\/p>\n<\/div>\n<div class=\"s-content\">\n<h2><span class=\"ez-toc-section\" id=\"LEARN_MORE\"><\/span>LEARN MORE<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n<div class=\"s-content\">\n<p>To learn more about what Lean can do for your marketing team, read the following Lean resources:<\/p>\n<ul>\n<li><a title=\"\" href=\"https:\/\/www.planview.com\/resources\/guide\/lean-principles-101\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-ol-has-click-handler=\"\">Lean Principles 101<\/a><\/li>\n<li><a href=\"https:\/\/blog.planview.com\/top-5-lean-books-to-add-to-your-reading-list\/\" data-ol-has-click-handler=\"\">Top 5 Lean Books to Add to Your Reading List<\/a><\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Being a effective marketer today requires creativity, strategic thinking, and most importantly &#8211; focus. With thousands of channels and mediums available to market to prospects and customers, and hundreds of marketing tools to choose from when creating our tech stacks, it\u2019s easy to lose sight of the big picture. All too often, as marketers we&#8230;<\/p>\n","protected":false},"author":143,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[38],"tags":[511],"class_list":["post-12380","post","type-post","status-publish","format-standard","hentry","category-work-collaboration","tag-leankit"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Benefits of Lean for Marketers - Blog | Planview<\/title>\n<meta name=\"description\" content=\"In 2016,\u00a0we surveyed over 3,000 people currently practicing Lean\u00a0to learn how Lean impacted their habits, practices, and overall effectiveness.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Benefits of Lean for Marketers\" \/>\n<meta property=\"og:description\" content=\"In 2016,\u00a0we surveyed over 3,000 people currently practicing Lean\u00a0to learn how Lean impacted their habits, practices, and overall effectiveness.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/\" \/>\n<meta property=\"og:site_name\" content=\"Planview Blog\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/pages\/Planview-Inc\/89422974772\" \/>\n<meta property=\"article:published_time\" content=\"2018-05-04T20:33:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-24T21:40:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/iStock-628995158.jpg\" \/>\n<meta name=\"author\" content=\"Maja Majewski\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Planview\" \/>\n<meta name=\"twitter:site\" content=\"@Planview\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Maja Majewski\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/\"},\"author\":{\"name\":\"Maja Majewski\",\"@id\":\"https:\/\/blog.planview.com\/#\/schema\/person\/aa59125db5f1ca92768f09b5819a2124\"},\"headline\":\"5 Benefits of Lean for Marketers\",\"datePublished\":\"2018-05-04T20:33:34+00:00\",\"dateModified\":\"2020-02-24T21:40:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/\"},\"wordCount\":792,\"publisher\":{\"@id\":\"https:\/\/blog.planview.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.planview.com\/wp-content\/uploads\/2020\/02\/iStock-628995158.jpg\",\"keywords\":[\"LeanKit\"],\"articleSection\":[\"Work Management for Teams\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/\",\"url\":\"https:\/\/blog.planview.com\/5-benefits-of-lean-for-marketers\/\",\"name\":\"5 Benefits of Lean for Marketers - 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