Practitioners Guide to Lean Campaigns

The mantra of Lean teams laid out by Eric Ries in The Start-Up Way. “Think big. Start small. Scale fast.” A Lean Campaign team has all the normal challenges of assembly a group such as team building and challenges unique to the environment.

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The first place to always start is strategy. There are several aligned frameworks that are important to work through to create and document your core strategy artifacts. These should all be accessible to the entire company in a simple format, such as Google Slides.

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The Lean Campaign process uses a prioritized backlog-based approach, rapid iteration, and validated learning to maximize revenue impact with an integrated team approach including sales, marketing, product and customer success

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No matter how talented your marketers, sales team, product managers and creatives are, it seems every growth team faces the same challenges. Trouble keeping up with fast-changing customer, competitive, and technological changes. A lack of transparency into what the marketing team is working with key stakeholders like sales and support unclear on what is coming and frustrated by a lack of input. Reliance on fixed plans over dynamic market exploration.

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