PRINCETON, N.J., May 11, 2004 (PRIMEZONE) -- Corporate marketing executives have not embraced the quality and business improvement methodology of Six Sigma despite its proven successes in driving a customer-oriented mindset in other departments, according to the latest issue of MarketingNPV(R), a magazine focused on helping marketing executives improve their decision-making skills and processes.
"While a few companies have made admirable progress, Six Sigma has largely failed to penetrate marketing planning or execution beyond a few tactical projects. Yet, when you step back and look at the customer-driven philosophy of Six Sigma and the robust toolkit, the opportunities for marketing improvement are enormous," observed Pat LaPointe, founder and editor-in-chief of MarketingNPV.
Six Sigma is a management discipline that can be readily applied to help define, measure, analyze, improve, and control underlying business processes. It has been widely adopted in areas of business operations, manufacturing, engineering, and other corporate departments as a means of delivering high-quality execution. So why have marketers failed to adopt Six Sigma?
In this issue's cover story, MarketingNPV assesses the reasons why integrating Six Sigma principles into Marketing has proven so difficult, not the least of which are genetically different skill sets. The article addresses these challenges and further points to suggestions from Marketing and Six Sigma leaders on how to make Six Sigma work in and for marketing.
"CMOs who have successfully passed through the initial 'oh no, not in my department' phase will tell you that if you plan the implementation carefully and get off to a strong start, Six Sigma can take your marketing to heights of effectiveness and efficiency you've only dreamed of," said LaPointe. By way of example, the MarketingNPV interview this issue features a discussion with Scott Fuson, CMO of Dow Corning. His fully integrated view of Six Sigma as a marketing tool dispels many of the myths that marketers hold about Six Sigma, and offers a roadmap for success.
Moreover, the issue details a number of practical marketing case studies, including a study on how ServiceMaster overcame sales force reluctance to raise prices. Additionally, the issue provides a few new tools and techniques that do not require any Six Sigma training to master and apply immediately.
There is also an interview with Tim Ambler of London School of Business, author of Marketing and the Bottom Line: The Marketing Metrics to Pump Up Cash Flow.
Copies of the new issue can be viewed and downloaded from www.MarketingNPV.com
MarketingNPV(R) and www.MarketingNPV.com provide companies the insight, techniques, and tools for better marketing decision making through a magazine, online content, workshops, and a web-service library of downloadable decision tools. MarketingNPV shares the learning from around the world with regards to processes for making better marketing decisions, providing marketers with the ability to make smarter choices, better assess the economic value of their initiatives, and make stronger cases to request or defend resources.