Six Sigma for Marketing Processes An Overview

This book is part of an exciting new set of books called the Six Sigma for Growth Series. The development of Marketing for Six Sigma is an emerging set of tools, methods and best practices that enable marketing professionals to improve their performance. This book will guide the reader to structure a "lean" work flow for completing the right marketing tasks using the right tools, methods and best practices - at the right time. It is all about "lean", Six Sigma enabled marketing. Just as Design for Six Sigma (DFSS) has enhanced modern product development and design teams and Product Commercialization Engineers - this book will help take marketing professionals into the same kind of Six Sigma paradigm, work flow, measurement rigor and "lean" process discipline. This book is a first step in showing how DFSS and SS-Mktg. are integrating to form a unified approach for those who are commercializing products together.

Clyde "Skip" Creveling is the president and founder of Product Development Systems & Solutions Inc. (PDSS) (http://www.pdssinc.com). Since PDSS' founding in 2002, Mr. Creveling has led Design for Six Sigma (DFSS) initiatives at Motorola, Carrier Corporation, StorageTek, Cummins Engine, BD, Mine Safety Appliances, Callaway Golf, and a major pharmaceutical company. Prior to founding PDSS, Mr. Creveling was an independent consultant, DFSS Product Manager, and DFSS Project Manager with Sigma Breakthrough Technologies Inc. (SBTI). During his tenure at SBTI he served as the DFSS Project Manager for 3M, Samsung SDI, Sequa Corp., and Universal Instruments.

Mr. Creveling was employed by Eastman Kodak for 17 years as a product development engineer within the Office Imaging Division. He also spent 18 months as a systems engineer for Heidelberg Digital as a member of the System Engineering Group. During his career at Kodak and Heidelberg he worked in R&D, Product Development/Design/System Engineering, and Manufacturing. Mr. Creveling has five U.S. patents.

He was an assistant professor at Rochester Institute of Technology for four years, developing and teaching undergraduate and graduate courses in mechanical engineering design, product and production system development, concept design, robust design, and tolerance design. Mr. Creveling is also a certified expert in Taguchi Methods.

He has lectured, conducted training, and consulted on product development process improvement, design for Six Sigma methods, technology development for Six Sigma, critical parameter management, robust design, and tolerance design theory and applications in numerous U.S, European, and Asian locations. He has been a guest lecturer at MIT, where he assisted in the development of a graduate course in robust design for the System Design and Management program.

Mr. Creveling is the author or coauthor of several books, including Six Sigma for Technical Processes, Six Sigma for Marketing Processes, Design for Six Sigma in Technology and Product Development, Tolerance Design, and Engineering Methods for Robust Product Design. He is the editorial advisor for Prentice Hall's Six Sigma for Innovation and Growth Series.

Mr. Creveling holds a B.S. in mechanical engineering technology and an M.S. from Rochester Institute of Technology.

Preface

xv

Acknowledgments

xxiii

About the Authors

xxv

Chapter 1: Introduction to Six Sigma for Marketing Processes

1

(24)

Growth and Innovation

2

(4)

What Is Six Sigma?

6

(3)

The Traditional Six Sigma Approach

9

(4)

Applying Six Sigma to Marketing

13

(7)

Unique Six Sigma Marketing Methods

20

(3)

Summary

23

(2)

Chapter 2: Measuring Marketing Performance and Risk Accrual Using Scorecards

25

(20)

Scorecards in Marketing Processes

26

(2)

Checklists

28

(1)

Scorecards

29

(9)

Conducting Gate Reviews

38

(3)

Summary

41

(4)

Chapter 3: Six Sigma-Enabled Project Management in Marketing Processes

45

(18)

Six Sigma Contributions to Project Management in Marketing Processes

46

(3)

Designing Cycle Time: Critical Paths of Key Marketing Task-Tool Sets by Phase

49

(4)

Modeling Marketing Task Cycle Time Using Monte Carlo Simulations

53

(4)

Documenting Failure Modes in the Critical Paths of Marketing Tasks by Phase

57

(5)

Summary

62

(1)

Chapter 4: Six Sigma in the Strategic Marketing Process

63

(54)

Portfolio Renewal

64

(1)

Process Discipline in Portfolio Renewal

65

(1)

Design Process Discipline During Inbound Marketing

66

(3)

Phases of Portfolio Renewal

69

(2)

Identify Phase of Portfolio Renewal

71

(3)

Identify Phase Tools, Tasks, and Deliverables

74

(12)

Define Phase Tools, Tasks, and Deliverables

86

(14)

Evaluate Phase Tools, Tasks, and Deliverables

100

(7)

Activate Phase Tools, Tasks, and Deliverables

107

(7)

Summary

114

(3)

Chapter 5: Six Sigma in the Tactical Marketing Process

117

(56)

Tactical Marketing Process: Commercialization

118

(2)

Commercialization Phases and Gates: Introduction to UAPL

120

(4)

The Understand Phase

124

(16)

Requirements for the Understand Gate

125

(1)

Understand Phase Tools, Tasks, and Deliverables

126

(1)

Understand Gate Deliverables

127

(5)

Understand Phase Tasks

132

(4)

Tools That Enable the Understand Tasks

136

(4)

The Analyze Phase

140

(10)

Requirements for the Analyze Gate

141

(1)

Analyze Phase Tools, Tasks, and Deliverables

142

(1)

Analyze Gate Deliverables

143

(2)

Analyze Phase Tasks

145

(1)

Tools, Methods, and Best Practices That Enable the Analyze Tasks

146

(4)

The Plan Phase

150

(11)

Requirements for the Plan Gate

150

(1)

Plan Phase Tools, Tasks, and Deliverables

151

(1)

Plan Gate Deliverables

152

(3)

Plan Phase Tasks

155

(2)

Tools, Methods, and Best Practices That Enable the Plan Tasks

157

(4)

The Launch Phase

161

(10)

Requirements for the Launch Gate

161

(1)

Launch Phase Tools, Tasks, and Deliverables

162

(1)

Launch Gate Deliverables

163

(3)

Launch Phase Tasks

166

(2)

Tools, Methods, and Best Practices That Enable the Launch Tasks

168

(3)

Summary

171

(2)

Chapter 6: Six Sigma in the Operational Marketing Process

173

(36)

Six Sigma in the Operational Marketing Process

174

(9)

Hard Versus Easy Data Sets

183

(1)

The Tools, Methods, and Best Practices that Enable the LMAD Tasks

184

(4)

The Launch Phase

188

(6)

Requirements for the Launch

Phase Milestone

189

(1)

Launch Phase Tasks and Deliverables

190

(4)

The Manage Phase

194

(1)

Requirements for the Manage

Phase Milestone

194

(1)

Manage Phase Tasks and Deliverables

195

(1)

The Adapt Phase

195

(7)

Requirements for the Adapt Phase Milestone

197

(1)

Adapt Phase Tasks and Deliverables

197

(5)

The Discontinue Phase

202

(6)

Requirements for the Discontinue Phase Milestone

202

(1)

Discontinue Phase Tasks and Deliverables

203

(5)

Summary

208

(1)

Chapter 7: Quick Review of Traditional DMAIC

209

(20)

The Traditional Six Sigma DMAIC Method

210

(2)

The Define Step

212

(3)

Define Step Tools, Tasks, and Deliverables

212

(1)

Define Step Deliverables

213

(1)

Define Step Tasks

214

(1)

Tools That Enable the Define Tasks

215

(1)

The Measure Step

215

(3)

Measure Step Tools, Tasks, and Deliverables

216

(1)

Measure Step Deliverables

217

(1)

Measure Step Tasks

217

(1)

Tools, Methods, and Best Practices That Enable the Measure Tasks

218

(1)

The Analyze Step

218

(3)

Analyze Step Tools, Tasks, and Deliverables

219

(1)

Analyze Step Deliverables

220

(1)

Analyze Step Tasks

220

(1)

Tools, Methods, and Best Practices That Enable the Analyze Tasks

220

(1)

The Improve Step

221

(3)

Improve Step Tools, Tasks, and Deliverables

222

(1)

Improve Step Deliverables

222

(1)

Improve Step Tasks

223

(1)

Tools, Methods, and Best Practices That Enable the Improve Tasks

224

(1)

The Control Step

224

(5)

Control Step Tools, Tasks, and Deliverables

225

(1)

Control Step Deliverables

226

(1)

Control Step Tasks

226

(1)

Tools, Methods, and Best Practices That Enable the Control Tasks

227

(2)

Chapter 8: Future Trends in Six Sigma and Marketing Processes

229

(6)

Glossary

235

(26)

Index

261

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Six Sigma for Marketing Processes An Overview for Marketing Executives, Leaders, and Managers

Summary

Author Biography

Table of Contents

Supplemental Materials