Correspondence: Roy Dewell, PIPC UK, 12 Appold Street, London EC2A 2AW, UK. Tel: +44 (0) 20 7133 5999; Fax: +44 (0) 20 7133 1029; Email: roy.dewell@pipc.com

¹is the Managing Consultant for PIPC's Lean Marketing Practice and Editor of www.mrm-explained.com. He has experience of over 40 DAM and MRM implementations including the total MRM implementation at Scottish Enterprise. He is currently involved in marketing system implementations in the UK, Canada, Switzerland and Sweden. PIPC is a leading project and programme management company operating globally from 11 offices. PIPC is currently helping both MOM/DAM systems vendors and our own clients to achieve significant operational benefit by adopting our Lean Marketing principle.

Abstract

Lean systems is a well-established methodology for reducing waste, increasing efficiency and increasing the professionalism of the people employed. In this paper, the author argues that marketing is poised to move from implementing individual systems such as DAM or marketing segmentation towards managing the whole of marketing along Lean principles. He believes that the growing number of successful case studies, plus pressures created by increases in Below The Line marketing, demands for regulatory compliance as well as the demands on CMOs to deliver better reporting are major driving forces. Surveys show that significant numbers of companies intend to make this move by the end of 2007, while at the same time the leading marketing systems vendors are announcing products which now are directed at total marketing.