{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Humans of Martech","title":"141: Rutger Katz: Cutting through the fluff of Lean methodology and recognizing when process gets in the way of efficiency","html":"","width":"100%","height":180,"duration":3799,"description":"What’s up everyone, today we have the pleasure of sitting down with Rutger Katz, GTM Operations Consultant. Summary: Rutger helps us cut through the fluff of Lean methodology in marketing and how to spot when process gets in the way of efficiency. His advice is to cut out the waste—whether in your process, your tech stack, or how you measure success. Focus on what drives conversions, keep your systems lean, and use simple structures to maintain speed without sacrificing alignment. We also tackle tech debt and how a top-layer AI interface could simplify the case for a composable martech stack.About RutgerRutger started his career in Neuroscience as a virtual reality developer at two different public research universities to study bodily illusions in VRAs the VR industry was quite immature at the time he pivoted to martech consulting, where he would spend 12 years working with different technology consulting firms getting a breadth of experience across marketing operations, martech, customer data and go-to-market across a variety of clients including Unilever where he focused on social analyticsAnd last year Rutger decided to go out on his own as a GTM Operations Consultant and recently launched NEON Triforce, a boutique consultancy focused on optimizing GTM for B2B scale-upsHe also recently joined The Martech Weekly as Content Lead for EU & UK organizing their first event in London.Lean Marketing in PracticeLean marketing is all about eliminating waste and doubling down on what truly matters. Rutger emphasizes that no matter the size of the company, from a startup to an enterprise, inefficiencies always creep in. These processes—whether learned from someone else or ingrained as “the way things are done”—often aren’t optimal. Lean seeks to strip down these ingrained habits, perfecting the path to deliver value to customers.Rutger highlights that lean marketing goes beyond just being \"efficient.\" It is about understanding how every action connects back to the entire...","thumbnail_url":"https://img.transistorcdn.com/4eBcAi2MlxuVPdaWgcnwbeXVYH5naGhZe-qIuSYOdjU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hZGE5/NTRiZjYwMDI0NWM5/MmE4MDQ1NWJlODA3/MjUxYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}