Deskpad to take notes.
Video on how to create one.
Google calendar for my site.
Uhm – a give-away for branding purposes.

It is like wearing a watch anymore. I have the time on my phone and a calendar that I do not use. What is the purpose of a marketing calendar? The only thing that I know it can do is make a visual list. However, let’s step it up notch and find out what you should be doing.

If you watched my calendar video you see that I construct somewhat of a Value Stream Map initially out of all the events a customer has going on. I like to organize it either with a computer projected on the screen or with paper taped to a whiteboard. But before the Value Stream is created, I create an Influence diagram.

An influencer diagram is much like a mind map, with a central theme, and components surrounding it. When used in marketing, I will start with maybe a certain campaign, strategy or event and surround it with the different marketing aspects. You should group each by the strongest relations that they have to each item. Now step back from it for a moment and consider the influence each item had on another. Lightly pencil in an influence let’s say that a direct mail piece or press release had on an event. Place an arrow on the end showing the direction of influence. If the influence was reciprocal, place an arrow on each. If the influence was greatly unbalanced in one direction, two arrows are typically used with one being a much heavier weight. For better visualization, you can draw circles around different groupings. That can be quite interesting because you can rate somewhat of a Venn diagram in the process.

Influence diagrams can be rather revealing. The first thing they do is typically cause great debate. Besides the debate, it becomes much clearer where the influences are the strongest and also the kinds of influence that are created. There can also be influences that happened outside of the groupings. As you explore the diagram, lines may be added and even removed. This exercise creates thinking about how your marketing structure actually operates in contrast to the typical flow diagrams. You may even add a few notes about the line to substantiate your decisions of the influencers.

In today’s marketing, I do not believe that one single event or action really works anymore. My philosophy of marketing states that is the strength of the connection between each of these events or actions that will determine the degree of success that you will have. This simple diagram highlights the gaps in that type of thinking. Also, look for the existence of tails, components out of limb, which have no leading or leaving them. These components are certainly ones that need to be debated and the question asked why they are there? Another use would be for a new event. See how existing influencers can play a part in developing the structure for this new venture. It also can be quite useful in planning for resource and budgeting.

I encourage you to try this type of diagram. This is one of the most useful and simplest tools that I have utilized and the one that has created the most activity and discussions. If you would like more information on this subject, a great resource is Thinking Visually: Business Applications of 14 Core Diagrams.

Related Post: What is your Present State?

Technorati : Influencer Diagram, Marketing Calendar, Thinking Visually, Value Stream Mapping

It works great except…many times it seems that I am explaining the process along the line. I end up teaching what a Value Stream Map or even a Marketing Calendar is and the purpose, we are doing it. Sure, I know that should all be done before hand but do we? Do we take the time? Many lean practitioners work hard to help an organization to improve their Lean skills. This is a slow, difficult and often frustrating part of the process. Computer-supported Value Stream Mapping may help Lean practitioners be more effective in this respect. Creating a simple mapping process for them to input into the software and through the use of the help section, both written and video supported, would not hinder the mapping but facilitate the actual process in the Value Stream Mapping Process. Explanation of the key concepts and how they are used would make the best use of everyone’s time.

When setting initial assignments, don’t require that a map be drawn but have a procedure to check off that the different nomenclature was understood. This will give most individuals solid footing for the meeting. You may want to do a webinar on VSM to facilitate the mapping process. Use the tutorials embedded in the software as a basis of discussion. This way there will be a reference point for everyone afterwards.

A better way, for those with both the technical agility and a suitably equipped classroom, is to do “live” mapping and update the actual process constructed on the wall every 15 minutes or so. Having a reference point can be very handy when you are taking down a stray path. This would also enable a wider audience as actual attendance would not be required. Especially in supply chain applications, you could have numerous suppliers and/or downstream and upstream customers participating from a distant. Another feature is that you may choose to schedule times when different participants would be available. Mapping in real time, can be difficult and beyond the scope of many organizations. However, if it is possible, it gives you instant documentation for the entire organization and a basis for a process that I would refer to as a true Value Stream Management process.

It should already be apparent that handling mapping can be a very different experience than is had when using the traditional method of post-it-notes. Value Steam Mapping represents information more densely and makes more information immediately available to the mind. It supports a wider range of interaction, which is ultimately what we are after. That said, these are the early days in computer supported mapping. For now, there needs to be a balance. However, it is changing. I predict that since it is not a technology issue but a policy constraint that it soon will be common place. If not, you may be the like an accountant dealing with a system of ledgers and manual entries and Turbo-Tax has largely replaced that group.

P.S. I market Value Stram Mappiung Software on my Site.

Related Blog: Why would you use Value Stream Mapping?

Technorati : Lean, Mapping Software, Marketing Calendar, Policy constraint, VSM, Value stream Mapping