Lean

Methodology eliminating waste. A working definition from the RGM marketing glossary.

Schematic — Lean

Methodology eliminating waste.

Mistakes worth avoiding

Pick one definition.Most mistakes with Lean share a root: the term gets reported as if it were exact when it is not.

No segments. Treating Lean as one number for all. Break it out before you trust it.
No anchor. Quoting Lean without a starting point. Always pair it with a baseline.
Wrong target. Treating Lean as the goal. The goal is the outcome it predicts.
Apples to oranges. Comparing Lean across firms raw. Adjust for pricing and cycle before you read it.

What does Lean mean?

Methodology eliminating waste. Settle what Lean covers first; the strategy follows from there.

Why does Lean matter?

Lean shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.

Where does Lean get used?

Teams put Lean to work on a spend split, a metric, or a head-to-head call. See the Duolingo walk-through above.

Where do teams slip up on Lean?

Treating Lean as one blanket rule and reporting it with no baseline. Both hide a soft assumption.

What should I read next on Lean?

The related terms below are a good next step; from there, see marketing attribution models, plus performance marketing fundamentals.

What does Lean mean?: Methodology eliminating waste. Settle what Lean covers first; the strategy follows from there.
Why does Lean matter?: Lean shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.
Where does Lean get used?: Teams put Lean to work on a spend split, a metric, or a head-to-head call. See the Duolingo walk-through above.