iSixSigma

Marketing and Sales

Case Study: A DMADV Approach to Marketing and Advertising

The Corporation of the City of Kawartha Lakes (the City), Ontario, Canada, is a single-tier municipality that covers a land area of 3,067 square kilometers and includes more than 250 lakes. In addition to approximately 73,000 permanent residents there is a large seasonal population of approximately 31,000 residents each summer. More than 77 percent of…

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Solving Decreasing Sales With Lean Six Sigma

Online retailer ABC sells books, DVDs, CDs, MP3 downloads, software, video games, apparel, furniture, food, toys and jewelry. ABC has a strong market research unit and a seamless feedback loop for enhancing the customer experience. In the last few years, however, sales had dropped significantly contributing to a slip in the overall market share of…

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Five Myths That Can Undermine Customer Loyalty

Market share depends upon an organization’s capacity not only to acquire new customers, but also to keep them. It makes no sense to invest resources to capture new customers only to lose them to competitors. This is where customer management comes in – a strategy focused on creating loyal customers by providing superior value. Unfortunately,…

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Using Six Sigma in Marketing Requires Fundamental Changes

Six Sigma promises a path for a firm’s long-term success. However, a company cannot really have this Six Sigma journey without the road running through the marketing department. It is through the deployment into marketing that Six Sigma evolves into a strategic process. The synergy between “good marketing” and “good Six Sigma” creates a holistic…

10 Marketing Myths and Service Slips

As everyone knows, myths have a way of becoming more than they are. The same is true for marketing and service. As the following list of conventional wisdom, beliefs and marketing clichés illustrates, while many myths may have a solid empirical basis, it is possible to carry them too far – and other common beliefs…

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Six Sigma in Sales?

Posts on the iSixSigma Discussion Forum reveal the common roadblocks for implementing Six Sigma in the sales department. However, the thread below also offers helpful tips for overcoming these obstacles.

To Identify CTQs, Listen To The Voice of the Market

Successful quality initiatives rely on understanding what quality actually means. The meaning of quality resides in the minds of those who judge it and use it to make their purchase decisions – in other words, the market. Divorced from the market, value or quality has no real meaning. Uninformed definitions of value or quality become…

Six Sigma’s Battle Over Marketing

There is a battle being waged on the fringe of the Six Sigma community. The battle is over how to apply Six Sigma to one of the last frontiers of business – marketing. There are two sides to the argument: those who favor a direct application, and those who feel the method should be modified….

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A Competitive Edge

Using Six Sigma has proven highly successful in addressing internal issues where the focus is on reducing production defects and costs. One way to take the methodology to the next level is to integrate it with the marketing function. Marketing offers a portal to an organization’s external environment – the competitive marketplace – where the…

Generating Support for a Sales Quality Initiative

A quality initiative in sales – an impossible dream? With the right proposition and simple techniques, not only is it possible but it can also be a successful venture. The goal is to achieve performance improvements similar to those achieved in manufacturing and elsewhere using quality-oriented techniques. Unfortunately, these initiatives often produce nothing but resentment…

Customer Winback Concept Begs for Use of Six Sigma

“Customer winback” is becoming a common marketing practice in many businesses. The process is aimed at winning back disgruntled customers and then retaining them. Businesses restore the relationship with old customers through a combination of diligent investigations and follow-up, promotion and targeted improvements specifically addressing customer concerns. Companies willing to make the commitment to customer…

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Lean Six Sigma Meets Darwin and Market Segmentation

Lean Six Sigma – like most things that continue to flourish – evolves. It grows, expands and adapts to fill new niches. Marketing professionals have identified evolutionary patterns common to many different products, services and markets – including Lean Six Sigma. Understanding these patterns is significant when considering purchase of Lean Six Sigma services and…

Adding Science to the Art of Sales Boosts Effectiveness

Every sales force has a few outstanding sales representatives, who always deliver on or above target. What is it, in their way of working (process), which makes them so outstanding? If we identify these processes and give them as tools to the rest of the organization, our belief is that we will increase sales force…

PR and Six Sigma: Beyond Time Sheets and Line Items

Six Sigma can be used in every business and every department within a company – even in places where many executives might not think it can apply, such as public relations. While PR professionals focus a good deal of time and effort measuring the results of public relations campaigns, they typically spend relatively little time…

Guidelines for Making Lean Six Sigma Work in Sales

For a number of years, businesses in a wide range of industries have been successfully implementing Lean and Six Sigma in manufacturing and engineering, and more recently in the transactional processes in finance, administration and customer service. The last business area to see this improvement methodology arrive was the sales department. But already it is…

Marketing Function Is Different in a Six Sigma World

Six Sigma is changing the way the marketing function in an organization operates today. Consider the following marketing scenario at a company which manufactures consumer-packaged goods: During an emergency marketing meeting, the market research division discloses that its Brand X, which has recently lost market share, is rated a poor value by consumers in the…

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Using Data Analysis to Identify Six Sigma Sales Projects

Six Sigma is a useful methodology for identifying sales improvement opportunities. The data-driven approach facilitates correlation of the factors involved in the sales process and helps isolate specific inputs to expand the potential for increasing sales. Analysis of existing sales practices and various statistical sales results provides a good source of project ideas. As an…

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