Today we have a guest blog from Andrew Ballard:
Six Sigma is no longer just for large
manufacturers. Smaller service companies can benefit too. The term Six Sigma refers
to a measure of quality within six standard deviations, which translates to a
maximum of 3.4 defects (or errors) per million...near perfection.
Near perfection may sound intimidating; however,
in terms of applying Six Sigma to your business, I’m referring to more of a mindset than a metric. A customary Six Sigma exercise, which translates well to
the functions of marketing and sales, involves process mapping.
Michael J. Webb, president of Sales Performance
Consulting, put it well (in an iSix Sigma Magazine article), “Effective sales
process mapping focuses on the goals and problems of buyers and sellers.”
The objective is to define the challenges and
opportunities in the process of 1) identifying responsive segments, and making
them aware of (and interested) in your product or service – the function of
marketing; and 2) qualifying prospects’ needs and satisfying them – the function
of sales.
We had a client that was unsatisfied with their
sales numbers; their remedy was to increase the budget to pull more leads
through the pipeline. Using process mapping we found that their weak link was
conversion, and had nothing to do with quantity of leads. The real issue was
sales training and tools. In essence, they were burning leads and would have
thrown more good money after bad.
Begin the mapping process by defining and grouping
your seller inputs (marketing and sales stimulus), and buyer outputs (prospects’
response). Using a flowchart format, map the linear progression from lead
generation through customer service. Process maps differ by industry, business
situation, objectives and resources. Customize your map by using MS Excel (it has
an adequate flowchart tool).
Use Six Sigma as a philosophical and data
driven approach toward improving your marketing and sales processes. It’s not
just about generating more revenue; process improvement encompasses reducing
costs, mistakes and time-to-market as well.
Near perfection may not be realistic for your
business, but improving your marketing and sales process will likely lead to
better customer experiences…which is the formula for success in any enterprise.
How do you detect your company’s strengths and
weaknesses, with regard to marketing and selling processes? And, how would you
use process mapping to identify opportunities that may improve your customers’
experience? Give process mapping a try…you won’t be disappointed.
ANDREW BALLARD
Andrew Ballard is the president of
Marketing Solutions, a Seattle area agency that develops research-based growth strategies for small to midsize businesses. He has over 30 years experience specializing
in marketing research, strategic planning, brand development and revenue
generation. Ballard has helped
hundreds of organizations (from startups through Fortune 500 companies) realize
significant growth.
Andrew is a graduate of the Ford
Marketing Institute and Certified in Six Sigma. He is also a respected author and educator. His articles on marketing strategy have
been published in business journals through all 50 States. His first book, entitled Your Opinion Doesn’t Matter, recently released
to rave reviews in both corporate and academic circles. In addition, he is adjunct faculty at
the University of Washington.
He can be reached at 425-337-1100 or www.mktg-solutions.com
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