The Role of Six Sigma in Marketing

Six Sigma puts your consumer first

There is a potential universe of ways to measure and control your Marketing investments. But why reinvent the wheel, when the Six Sigma methodology is easily adapted to your needs?

The biggest barrier is internal – the worry that you’ll have to learn a complex, science-based system with a massive dictionary of new terminology.

Instead, we have chosen the most relevant parts of this extremely well-proven methodology to provide a framework for thoughtful consideration of the marketing mission.

In its most basic definition, Six Sigma is a statistical-based process that seeks to measure performance. It was developed at Motorola in the mid-1980s as a way to detect manufacturing defects per million opportunities. 

Up until that time, the standard measurement was defects per thousand opportunities.  This order-of-magnitude transition made possible, among other things, widespread use of cellular phones.

Six Sigma is a total commitment and philosophy of excellence, customer focus, process improvement and the application of measurement rather than gut feel.

Focus on the Customer.  Marketers have long known the importance of really understanding consumers. In Six Sigma, customer focus becomes THE top priority.

Data- & Fact-Driven Management.  Six Sigma helps Marketing managers answer two essential questions to support data-driven decisions and solutions.  What data do I really need?  How do I use it to maximum benefit?

Processes Are Where The Action Is.  Six Sigma positions THE PROCESS as the key vehicle of success.  One of the most remarkable breakthroughs to date – particularly in service-based industries and functions – is that mastering processes builds competitive advantage in delivering value.  And processes can be REPLICATED. Does anyone really know how to replicate gut feel?

Emphasis on Measurement. A process that is operating within Six Sigma parameters will only have 3.4 defects per million opportunities.  This delivers a very high level of confidence in the outcome.