Lean Marketing Infrastructure™

Lean Marketing Infrastructure™

Definition: The integrated system of workflows, automation, data collection, and operational controls that enables marketing activities to function as a repeatable, measurable production process.

Why it matters: Most marketing problems are infrastructure problems disguised as strategy problems.

Marketing Yield

Definition: The percentage of marketing inputs that successfully produce the intended business outcome.

Formula: Yield = Successful Outputs ÷ Total Inputs

Low yield indicates process waste, variation, or defects within the system.

Funnel Defects

Definition: Any failure within the customer acquisition process that prevents a prospect from progressing.

Examples: Broken forms, missing follow-up, tracking failures, abandoned onboarding.

A funnel defect is the marketing equivalent of a manufacturing defect.

Acquisition Waste

Definition: Any activity consuming resources without increasing customer value.

• Defects: Bad leads
• Overproduction: Excess content
• Waiting: Slow follow-up
• Non-utilized Talent: Experts doing admin
• Motion: Excess clicking

Process Capability

Definition: The ability of a marketing process to consistently achieve desired performance outcomes within acceptable limits.

Focus: Generating qualified leads and maintaining predictable acquisition costs.

Marketing Standard Work

Definition: The documented best-known method for performing recurring marketing activities.

Examples: SOPs for campaigns, lead sequences, and content production.

Purpose: Reduce variation and ensure repeatability.