The STRAM methodology is deeply inspired by Lean principles, especially from Lean Manufacturing and Lean Project Management. The main goal of Lean is to eliminate waste and focus on activities that create value for the customer. In the context of marketing, this means reducing ineffective campaigns and activities that do not contribute to business goals.
The Lean principles of eliminating waste (Muda), overload (Muri) and variation (Mura) are central to STRAM. By using value stream mapping, the marketing team can identify and remove bottlenecks in their processes, leading to more streamlined and efficient marketing activities. Continuous improvement, or Kaizen, is also an important component, supported through STRAM's measurement-based learning phase.
Agile methodologies, such as Scrum and Kanban, have a major impact on the STRAM methodology. Agile is all about being flexible and adaptable, which is essential in today's rapidly changing marketing landscape. STRAM's results-oriented implementation phase uses an agile, pilot-based approach to test and validate marketing strategies.
Through iterative cycles, also known as sprints, the team can quickly collect data, analyze results and adjust campaigns to optimize performance. This approach makes it possible to adapt to new insights and market conditions, which is critical to achieving success in modern marketing.
Revenue Operations, or RevOps, is another critical component of the STRAM methodology. RevOps is all about breaking down silos between marketing, sales and customer service to create a seamless customer journey and drive revenue growth. STRAM emphasizes strategic alignment between these functions.
By integrating marketing activities with sales and product teams, STRAM ensures a holistic approach that maximizes efficiency and results. This is done by establishing common goals, sharing data and insights, and collaborating across departments to ensure everyone is pulling in the same direction.
One of the unique aspects of the STRAM methodology is its focus on building internal capabilities. Rather than relying on external experts, STRAM emphasizes developing the skills and knowledge of the marketing team. This is done through tailored training programs, coaching and knowledge transfer of best practices.
The goal is to make the team more independent and able to execute advanced strategies on their own. This focus on capability building ensures that the team can adapt to change and continue to deliver results over time.
Continuous measurement and learning are cornerstones of the STRAM methodology. By implementing robust measurement systems, the marketing team can go beyond simple vanity metrics and focus on meaningful, actionable data. This includes using attribution models, developing dashboards and establishing feedback loops.
This approach makes it possible to continuously optimize campaigns and strategies based on data and insights. By prioritizing data-driven decisions, the team can demonstrate marketing's contribution to business results and ensure a positive ROI.
Several B2B companies have seen significant improvements by implementing the STRAM methodology. One example is Montel, which used STRAM to scale its SDR function and strengthen the alignment between sales and marketing. Through STRAM's structured approach, Montel was able to improve efficiency, increase revenue and build a more autonomous marketing team.
These success stories show how the STRAM methodology can transform B2B marketing operations by combining strategy, capability building, agile implementation and continuous learning. By adopting STRAM, companies can better navigate complex marketing challenges and achieve lasting results.