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Quality management. Process mapping. Speed to production. In the past 50 years, a rigorous, measurement-based methodology called Six Sigma has brought production management to previously unimaginable levels of success and sophistication. Top corporations such as Motorola and GE have built their reputations, products, and revenues using this approach. Indeed, Six Sigma has found widespread application in every significant industry and business—except marketing and sales. In Sales and Marketing the Six Sigma Way, sales and quality guru Michael Webb shows how to blend marketing and sales efforts with the cutting-edge methods of Six Sigma to boost their bottom lines. With Webb’s book as a guide, readers learn to engineer rapid routes to customer value, accurately predict future revenue, and ensure return on investment for their projects. In Sales and Marketing the Six Sigma Way, you will: * Find out why "the usual fixes" for sales problems don't work* Meet executives who have used Six Sigma to imrpove marketing and sales results * See the pitfalls that await the unwary when applying process improvement in sales * Learn how to introduce Six Sigma to sales and marketing professionals* Discover through examples and cases how to manage sales as a process Webb walks readers through several Six Sigma sales and marketing projects from start to finish, highlighting the tools, decisions, and results that made them successful. He shows the practical methods managers use to translate process improvement principles to the human world of selling and marketing. With his dual background in sales and marketing management and in quality improvement, Webb speaks clearly to readers in both disciplines. This makes Sales and Marketing the Six Sigma Way the indispensible guide for sales and marketing professionals who want to excel in today's business environment, and for quality improvement experts who want to help them.
- Sales Rank: #1027350 in Books
- Brand: Brand: Kaplan Publishing
- Published on: 2006-08-01
- Released on: 2006-08-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.00" w x 6.00" l, 1.25 pounds
- Binding: Hardcover
- 298 pages
- Used Book in Good Condition
Review
“Sales and marketing are new frontiers for Six Sigma and Michael’s book provides practical insights for any organization that is considering how to connect their continuous improvement efforts with top line growth and customer satisfaction."—John Biedry, Senior Vice President Continuous Improvement, ServiceMaster
"The name of the game is not to design the sales process around ourselves, but to create customer value. Sales and Marketing the Six Sigma Way is relevant to all executives who are looking to deliver maximum results internally and externally.”—Gregory T. Deininger, V.P. National Accounts, Marriott
"It isn't often that I can recommend a Six Sigma book because reducing defects tends to be product-focused and internally-oriented. This book is not only different but better than any other Six Sigma book I've ever seen because it actually shows how to use it to increase the value of your relationships and
experiences with your customers. This is the way Six Sigma should be done." —Paul Greenberg, author of CRM at the Speed of Light
About the Author
Michael J. Webb founded Sales Performance Consultants, Inc., to help business executives make their sales funnels flow faster, and is the foremost expert on sales process improvement. He gave the keynote presentations at the first two conferences ever held on applying Six Sigma to sales and marketing. He has worked with clients such as American Express, 3M, Marriott, and many smaller companies to improve their sales processes and results. He also works with certain sales training firms and CRM firms to help integrate the best selling practices into their client’s sales operations. His website, www.salesperformance.com, contains a wealth of hard-to-find articles and resources on process improvement for marketing and sales organizations.
Tom Gorman has written or collaborated on more than a dozen business books, and he is the author of Writing the Breakthrough Business Book. Tom is based in Newton, Massachusetts and at www.contentbizbooks.com.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Sales and Six Sigma
By Leadership Ed
I found this book to be insightful and helpful with implementing some of Six Sigma.
Here's the good: I liked the way that Mr. Webb gives examples of real life integration of Six Sigma into sales and marketing. I also like that he validates what I have taught for a long time; that marketing's goal is to bring in qualified, targeted prospects, not just throw stuff against the wall and see what sticks. If a company truly applies the simple parts of Six Sigma that are discussed in this book, they will find an increase in close ratios, have salespeople with better attitudes, and will probably need fewer salespeople to accomplish the same amount, or more, business.
The bad: I started to feel like I was being treated like a 2nd grade student at times. The constant "I'll discuss more on this in the next chapter, section, or paragraph", the "I talked about this back in Chapter 2, or in the last section, etc" became annoying. Anyone that picks this book up and actually reads it should be smart enough to know that they've read about it in the book earlier. Or, if it's coming up, great! But, don't tell me it's coming up in the next paragraph or section. I'll get there pretty quickly and see it myself.
Overall, though, I enjoyed the book and recommend it to others.
1 of 1 people found the following review helpful.
Data-driven Process Improvement
By Andrew Everett
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.
11 of 12 people found the following review helpful.
A must reading for sales & marketing professionals
By F. Muna
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.
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