How to Improve your Marketing Process through Kanban

Most businesses falter not because of a lack of originality, but because of poor process management, according to a Forbes article. As technology and customer preferences continue to evolve rapidly, marketers need to be up to date with the latest marketing practices and also revise their processes.

Using the Kanban technique can help you refine your marketing processes. This approach focuses on effective teamwork by increasing team interaction. When a marketing team adopts this strategy, productivity increases, and in return, your brand grows, and your efforts start to generate leads. Here’s what you need to know about Kanban and how it can help improve your marketing processes.

Origin of Kanban

Kanban is a Japanese word that translates to signboard. This workflow management system was developed by a Toyota industrial engineer in the 1940s. Toyota manufacturing teams began using cards or Kanbans to signal each other when they needed more parts, and prevent overproduction of parts.

Kanban helped to boost Toyota’s manufacturing efficiency by tracking production within the plant. It also became beneficial to the kaizen methodology, which Japanese companies adopted after World War II to continuously improve all functions within their organizations. Today, Kanban boards are used to visualize all phases of a project lifecycle.

How to Utilize Kanban for Marketing

First, the manager designs a Kanban board by dividing the lifecycle of a process into stages represented by columns. Tasks are then placed into a column that contains a to-do list, as noted in The Guardian. When a team member is ready to work on a task, it’s placed in the ‘in-progress’ column. When the task has been completed, it is moved to the ‘done’ column.

After completion, the project is archived to pave the way for the next one. The number of columns you use may vary depending on the type of project, but it’s best to keep the columns minimal when starting to use Kanban. As everyone becomes more conversant with the board, you can further breakdown tasks and introduce extra columns.

How Kanban can Boost Your Marketing Efforts

Kanban helps a team to prioritize tasks. When you have many projects that need to be done, you may forget or delay some. The Kanban backlog lists all the pending projects based on their value or urgency. Therefore, the team will first focus on one project before moving to the next one. Kanban also creates transparency, as all stakeholders can clearly see the progress being made. This can reduce the need for unnecessary meetings as it highlights issues that are slowing down progress.

Kanban not only allows a person to track the progress of the project, but it also allows one to monitor each task within a phase. Team leaders can place comments in each stage to give guidance. This helps the team members to understand what is going on and take a specific action based on the comment.

Early Wins When You Adopt Kanban

The first key benefit you will notice after introducing Kanban is that you will achieve a higher level of productivity within your team. As the system moves away from the command and control leadership approach, team members get empowered and motivated as they can now work within a flexible structure. Since all tasks are visible, the management can easily identify how each member is handling the workload and the individuals being overworked, according to the Entrepreneur.


A Kanban board provides a layout that can help marketing teams to seamlessly keep track of projects. You can decide to use a physical board or an online Kanban tool depending on your team’s needs. The Kanban system streamlines your marketing processes by simplifying planning, improving communication, maximizing productivity, and enabling you to compare the results of your marketing actions.

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