Why Six Sigma is a resort to all your marketing operations nightmares

Author: Habibullah Siddiqui | Categories: B2B Online Excellence, Revenue Generation

Six Sigma is a systematic approach without which marketing operations cannot function. It focuses on data by following a process approach. Firstly, through adequate planning, the team identifies current business issues and challenges, then quantifies it and sets a target to fix the loopholes in given period by making milestones.

Marketers' challenges 

Marketing teams are key drive to any business, however, some of the marketers are facing following challenges:

  • To define the current state or document the current issues, measure the matrices and KPI
  • Are they delivering what the customer really wants?
  • Have they mapped or identified the customer’s needs?
  • Have you segmented buyer persona?
  • Which marketing creates values and which all produce waste,
  • Institutionalize the process to achieve future goals
  • Data collection, analysis, and predictive forecasting


Six Sigma deployment to overcome above indicative points

Marketing is a process. Six Sigma is a methodology for achieving process excellence. It will help you improve the marketing process by providing tools and techniques for identifying what the marketing process is, including suppliers, process steps, inputs, outputs, and customers. Six Sigma helps you understand the need to determine who owns the process and helps the process owner learn how to improve it. It simply provides a framework for improving all aspects of this process.

Six Sigma or lean marketing is a methodology that creates a culture of continuously improving marketing processes. It is a process and system focused on and driven by customers, both internal and external. Increasing competition demands a continuous focus on minimal costs, maximum customer satisfaction, fast delivery, and high-quality products and services.

Companies must innovate themselves while focusing on waste reduction, improved lead-time, and upgraded quality. The Six Sigma approach identifies and eliminates non-value adding activities/steps with a well-defined, problem-solving method of using rigorous data-gathering and statistical analysis.

Six Sigma enables companies to improve the marketing’s strategic, tactical and operational processes as a way to enhance the top line to drive revenue. Performance Management is one of the fundamental phases in the Six Sigma methodology. Once you're done measuring marketing performance, you can begin to make modifications and improvements.

Six Sigma works through the use of two sub-methodologies:

DMAIC – Define roles, goals, and deliverables; Measure current performance and processes, and collect relevant data for future comparison and improvement; Analyze the relationship; Improve the process to eliminate defects; and Control and correct any variances before they result in defect

 DMADV - Define, Measure, Analyze, Design and Verify.


To further learn how the methodology is put to use for seamless operations, you’ll have to stay tuned for the next blog of the series.