Tasks Within the Launch Phase

To produce the preceding set of deliverables, the following activities must be executed 1. Generate Statistical Process Control charts and capability indices for key marketing and sales metrics using their data sets. Gather critical marketing and sales data. 2. Characterize critical processes and parameters in launch environment. Analyze critical marketing and sales performance data. 3. Generate a Launch phase risk assessment that includes conducting ongoing FMEA reviews within the Launch phase...

Control Step Tools Tasks and Deliverables

The set of tools, tasks, and deliverables in Figure 7.6 enables the Control step requirements to be Figure 7.6. The tool-task-deliverables combination for the Control step. + Control plan eloign + Control charts + Seoreeard or dashboard + Da1a inning (rnnitab graphical tfaia analysis) systems + Dame control plan + Train + Hsfabli h 1 acfcincj procedure + Control plan del med + miprovamanls lnnovaLion mplamenled + Training conducted + Process documented + Tracking syslem deployed + I essont...

Requirements for the Analyze Gate

The second phase of UAPL requirements builds on the work completed in the Understand phase, which has eight requirements 1. Finalized product requirements from customer testing. 2. Refined price model with Monte Carlo simulations. 3. Refined sales forecasts with Monte Carlo simulations. 4. Documented value proposition linked to brand. 5. Updated marketing and sales critical parameters and respective database(s). 6. Refined and updated RWW Analysis. 7. Refined and updated business case. 8. Plan...

Figure 51 Macro tasks for commercialization

Help translate NUD customer requirements into NUD technical requirements Refine and optimize price models and sales forecasts Analyze customer preferences of various features and functions to price options Help define numerous prod uct servi ces concepts It is interesting to compare these macro steps to those from the strategic portfolio renewal process in the preceding chapter. Note how marketing tasks shift from general to very specific as a product and or service is commercialized....

Modeling Marketing Task Cycle Time Using Monte Carlo Simulations

As mentioned, four of the nine items are Six Sigma-based and go beyond traditional baseline project management methods. These four add incremental value in producing high-integrity project cycle time planning and results. Conducting a series of Monte Carlo Simulations on the designed critical path of tasks is a critical Six Sigma tool. The tool's importance justifies its own section consisting of eight key elements. A Monte Carlo Simulates the amount of time to complete the critical path,...

Table S3 Sample Understand Phase Tools Scorecard

Marketing skills and resources audit Revise marketing core competencies and capabilities assessment Define specific customer types and where they are located Conduct KJ Analysis to structure and rank data Construct customer behavioraldynamics map Develop and implement customer requirements ranking survey Translate customer requirements into technical requirements Conduct competitive benchmarking against NUDS Help generate and evaluate candidate concepts Kano analysis, MPQ gap analysis, value...

Table 41 Sample Identify Gate Deliverables Scorecard

Task Results Versus Gate Deliverable Requirement Gate Requirement(s) (General Phase Requirement) Define current organizational growth goals and related competencies to achieve goals (current state) Identify target markets (general market) Identify target market segments (specific market) Identify external opportunities based on current data (specific opportunity) Documented new, unique, and difficult (NUD) customer needs Generate and document internal innovation ideas in database (specific...

Tactical Marketing Process Commercialization

The portfolio renewal process (discussed in Chapter 4 , Six Sigma in the Strategic Marketing Process) has initiated a commercialization project of a product and or service to get ready for the marketplace. The commercialization approach we propose provides a road map to integrate customer requirements and translate their input into internal, actionable language. This translation becomes the common language between marketing and the other supporting disciplines (including primarily the technical...

Deliverables for the Launch Milestone

Sales capability studies to examine the actual sales data versus sales forecast, the initial sales trend assessment, and the sales growth rate versus the plan 2. Customer identification and qualification metrics 3. Customer purchase experience and behavioral analysis 4. Customer satisfaction assessment 7. Advertising and promotion effectiveness evaluation 8. Critical parameters update, including the SPC charts 9. Business case fulfillment assessment 10. The documented Manage phase control plan...

Unique Six Sigma Marketing Methods

A unique Six Sigma marketing method was created for each of the three areas strategic, tactical, and operational. The method to guide marketing's strategic work is called IDEA. The approach for tactical work is called UAPL. The method to direct marketing's operational work is called LMAD. Each method has a chapter devoted to it, detailing its unique combination of tools-tasks-deliverables. The strategic marketing process environment has the following four distinct phases, known as the IDEA...

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

Fmea Identify Critical Aspects Ispe

The last unique, value-adding method for traditional project management is applying FMEA to the cycle-time design. This is one item you almost never see used in project management, yet it is the easiest to apply, and you get a really good payback for the time invested in doing it. FMEA can be applied to any process it works great to help identify risks and respective consequences. Using the FMEA tool helps teams design a proactive approach to avoiding cycle-time problemsa key enhancement. Some...

Process

And analysis + E31atisr ca dala analysis + QFD lool + Producl portfolio archiiectlng tiiatnods Pnojeci management tocls validaticn surveys + Analyze VOC + Trans ale VOC into po tlol'o requirements + Ralne martial se nenlation + Define candidate portfolio architectures + Refine maifcet and sesnnenl betiai ioral dynamics map + Creafa EVALUATE ptiase projecl plan and risk analysts * DoriL Tiemed NfJD podtolio requirements + Identified candkiate product services cfFering portfolio architectures *...

Qfd

A process for translating the Voice of the Customer into technical requirements at the product level. QFD, as part of the Critical Parameter Management process, uses a series of matrices called houses of quality to translate and link system requirements to subsystem requirements. Those, in turn, are translated and linked to subassembly requirements. Those, in turn, are translated and linked to component requirements. Those, in turn, are translated and linked to...

Full Factorial Design

Two- and three-level orthogonal arrays that include every possible combination between the experimental factors. Full factorial experimental designs use degrees of freedom to account for all the main effects and all interactions between factors included in the experimental array. Basically, all interactions beyond two-way interactions are likely to be of negligible consequence. Thus, there is little need to use large arrays to rigorously evaluate such rare and unlikely three-way interactions...

Summary

Six Sigma for Marketing and Six Sigma for Sales are relatively new approaches to enable and sustain growth. They are part of the bright future offered by adapting Six Sigma to the growth arena. The linkage of Six Sigma for Marketing and Six Sigma for Sales tasks and tools to strategic, tactical, and operational processes is where the Six Sigma discipline adds measurable value to marketing and sales team performance. Marketing and sales professionals can custom-design what to do and when to do...

Dmadv

A five-step Six Sigma method used primarily to redesign a broken process, as well as to solve problems and or improve processes or products. A five-step Six Sigma method used to solve problems and or improve processes or products. A five-step method combining classic Six Sigma and Lean concepts to redesign a broken process, as well as to solve problems and or improve processes or products. Defects Per Million Opportunities measurement.

Dedication

Skip Creveling I would like to dedicate this text to my lovely wife, Kathy, and my son, Neil. I would also like to dedicate it to my good friend and marketing colleague, Scott McGregor. Without his influence, insight, and globetrotting adventures in developing Six Sigma concepts in the world of marketing, this book simply would not exist. Lynne Hambleton I would like to dedicate my work in this book to Bill Magee and Lois Markt for their gentle, steadfast confidence and love, and to Shirley...

Phase Gate

ToolsTasks j Deliverables Requirements The Measure tasks that produce this step's outputs are as follows 2. Collect baseline data from the existing process. 3. Determine the current process's performance. 4. Validate measurements and the collection system a. Gather the data collection plan and the current state process and performance data. b. Identify potential process variations.

Conducting Gate Reviews

Conducting a Gate Review requires forethought and planning on the part of both the project team members and the reviewers. The project members' planning entails creating the meeting agenda distributing the pre-read and gathering, analyzing, and summarizing the project status in an appropriate presentation review format. The project members also need to pay close attention to who can participate in the review. Often who attends is as important as the content. At the beginning of the project, the...

Forecast

The LMAD process focuses on taking preventive action rather than waiting for a lagging performance indicator to goad the team into chartering a special DMAIC problem-solving project because you failed to make your numbers in the past two quarters. The combination of the four phases establishes a proactive system of critical marketing and sales parameters to limit the number of problems by design. Enabled by preplanned Six Sigma marketing and sales tasks and tools to prevent problems, the LMAD...

Word About Six Sigma Tools Methods and Best Practices

Six Sigma tools, methods, and best practices are in order at the outset of this book. When we discuss the various flows of marketing tasks, we find many opportunities to add value to them with well-known, time-tested combinations from Six Sigma (DMAIC, as well as DFSS). The following list helps set the stage for aligning marketing work with the numerous value-adding tools, methods, and best practices from Six Sigma. Once again, the difference this book is illustrating is the proactive...

Commercialization Phases and Gates Introduction to UAPL

The use of phases and gates is a time-tested approach to control the timing and quality of marketing deliverables, tasks, and tools, and to manage risk throughout the commercialization process. Marketing work is broken into designed clusters that can be planned and managed to produce predictable quality resultson time and within budget. Allowance must be made for surprises (unknowable events) that can disrupt the planned work. Adaptive deployment of planned marketing tasks must be under control...

RWW Analysis refined and updated

Plan phase project plan developed and risk plan updated Monte Carlo Simulation and FMEA on critical path . The sample scorecard, as shown in Table 5.4 , is used by marketing gatekeepers who manage risk and make functional gate decisions for a specific project as part of the portfolio of projects being conducted by the marketing organization. Table 5.4. Sample Analyze Gate Deliverables Scorecard Table 5.4. Sample Analyze Gate Deliverables Scorecard Tasks...

Clyde Skip M Creveling Editorial Advisor Product Development Systems Solutions

Six Sigma for Marketing Processes Creveling, Hambleton, and McCarthy Design for Six Sigma in Technology and Product Development Creveling, Slutsky, and Antis What Six Sigma has been and is becoming has stimulated an exciting, new body of knowledge. The old form of Six Sigma is all about finding and fixing problems using the ubiquitous DMAIC process. Cost savings and defect reduction are its goals. Financial returns from DMAIC projects occur at the bottom line of the financial ledger. Many would...

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

Designing cycle time is a nine-step approach. It differs from simply creating a Work Breakdown Structure WBS and setting up a Gantt chart to show how long it takes to complete a series of tasks . The unique, designed cycle-time characteristics include the following Gate requirements are used to define very specific gate deliverables. Gate deliverables are summary results that come directly from within-phase tasks that are done fully and completely. What is worth doing is worth doing right....

Acknowledgments

Thanks to our friends and colleagues who took the time out of their hectic schedules to read early manuscript drafts and provide insights and improvement suggestions. In particular, we would like to thanks John S. Branagan, Marianne Doktor, Cecelia Henderson, John Loncz, and Deborah Pearce. We would like to thank all the great people at Prentice Hall for their support and hard work to make this part of the Six Sigma for Growth series a success Suzette Ciancio, marketing Heather Fox, publicist...