Sales and Marketing the Six Sigma Way

A few books were recently published which introduced the concept of six sigma to improving sales and marketing. At first I was skeptical about applying six sigma principles to these particular business functions. I, too, suspected that it is probably the latest fashion, the latest flavor of the month, but after reading this book I believe that some of the six sigma tools can indeed be usefully applied to marketing and sales processes.The author, a black belt practitioner, argues that both sales and marketing functions must be examined as processes desperately in need of improvement. He pleads for the two functions to end their traditional "silo" mentality and "us/them" behavior; showing that six sigma tools can bring marketing and salespeople together and enable them to collaborate as one team.Mr. Webb urges the use of the five Six Sigma steps (DMAIC), along with tools such as process maps, process measurement charts, fishbone diagrams, SIPOC diagrams, and so on--all of which help in finding (marketing), winning (sales), and keeping (customer service) existing and new customers. According to the author's website, process improvement techniques can also greatly alleviate some of the following typical problems facing marketing and sales:- Developing and launching products that are not successful in the market because they fail to address real customer needs.- Advertising and "brand awareness" campaigns that create no measurable customer response.- Marketing campaigns and trade shows that generate large numbers of "leads" that do not get followed up by salespeople, and are not qualified prospects in any case.- Salespeople chasing "anything that moves" in their territory, thus spending time selling to the wrong prospects.- Proposal-generating activities that do not get customers to buy.- Servicing repetitive customer complaints that could be eliminated if the product were improved, yet that information never makes its way into the requirements for new products. (Source: [...]).There are two minor criticisms of the book: First, it tends to be too lengthy and repetitive, in fact it probably will not lose any of its main themes or messages if it is condensed to around 200 pages.Second, most of the case studies cited in the book come from smaller companies. Although the cover of the book mentions that the author worked with large international companies such as American Express, 3M, and Marriott, the only six sigma case study from an international organization came from HSBC USA, whose managing director (a former GE executive) led the six sigma efforts at this bank.

Sales and Marketing the Six Sigma Way is a great conceptual introduction to Six Sigma.Six Sigma is most known as a quality control system for reducing manufacturing defects at companies such as Motorola and General Electric. This book explains how it can also be used to improve processes in marketing, sales, and customer service. The author emphasizes the importance of delivering value to both the company and the customer.The five steps of Six Sigma are Define, Measure, Analyze, Improve, Control (DMAIC). By analyzing data, you can identify causes of problems, and thus fix them. It's all about making decisions based on data, rather than assumptions.Additional tools include voice of the customer, SIPOC diagrams (suppliers, inputs, process, outputs, customers), and value mapping.The author also mentions Lean, another quality system used by Toyota. I've added The Toyota Way to my reading list.

Whether you call it six-sigma, kaizen, lean or TQM, the concept has had a revolutionary impact in manufacturing, propelling, for example, Toyota to the top. It turns out the same basic concepts powerfully apply to sales and marketing. This book details how in a very readable manner. Webb shows us how to make sales and marketing into a process that systematically can be improved. Very insightful examples. Right now most sales and marketing decisions are made on hunch. This book helps us make them on the basis of fact. I strongly recommend it. It presents good idea after good idea.

The book focusses on measuring sales and marketing in general. It's not by far 6 sigma, but that doesn't really matter for the topic of marketing and sales where measuring is most often done qualitatively.Reader beware: This book is hard to read due to the writing style, even as an experienced sales expert I was not able to read it in one go.

I bought this because my organization is going to the Six Sigma approach and I wanted to know more about it. I feel the knowledge I gained from this book will give me an edge because now I know more about the approach. Read it when you have quiet time, you have to consintrate to follow and not have to re-read.

The book could have provided more examples of the practical use in Sales and Marketing. In addition, there should have been more of an alignment between the Six Sigma methodology and outcome. Nothing new in this book!

This book tackles the central marketing problem of our time ....too many suspects, and an ever dwindling number of qualified prospects. Mr. Webb untangles this problem and then shows you how to design a selling system to be an ever improving "machine". A fun read with lots of how-to and examples.

Great book, very detailed and actionable.

Good attempt to make the theory relevant to sales. Rare genre so helped in a recent MBA assignment.Would have preferred better description of the tools, FMEA etc... which were lumped in at the end in appendices.Although less directly relevant to sales this book is better and more academically rigorous, but still very accessible for a beginner:All about Six Sigma: the easy way to get started byBrussee, Warren

Many tools, and an amazing book. It's worth to buy it..