Summary

You now have a good foundation for how to apply Six Sigma for inbound marketing to drive the strategic process of portfolio renewal. The Identify-Define-Evaluate-Activate structure provides a strong linkage to the technical departments in your firm. Both disciplines now have a common language to communicate and translate customer requirements into business and product (or services) requirements. Plus, outputs from this process become inputs for the market opportunity assessment required to exit the first phase gate of the commercialization process.

Recall that it is essential for your product and services offering portfolio to be evaluated and refreshed. To unleash the power of Six Sigmato manage by factyou need to ensure that your portfolio renewal activities adhere to a process, a set road map, so that the team understands its requirements and the tools, tasks, and deliverables needed to successfully fulfill those requirements. IDEA gives you that structure to ensure measurable and predictable results that fulfill the gate requirements. You may choose to call your process phases by different namesthat's fine. What you do and what you measure are what really matter.

The major steps of the portfolio renewal process are as follows:

• Portfolio renewal process phases and gates: Tools, tasks, deliverables, requirements, project management, and performance scorecards for the IDEA process

• Market and segment identification: Where are the boundaries where profit potential reside for application of your core competencies?

• Opportunity scoping and mapping: SWOT, aligning core competencies to market potential, behavior-based process map (internal perspectives, empathy and experiences, usage trends and habits, process behaviors)

• "Over-the-horizon" VOC gathering for portfolio typing and characterization:

Interviewing, KJ, NUD screening (market needs within and across segments)

• Statistical customer survey design and analysis: Survey design, t-Tests and customer-ranked NUD requirements (finding statistically significant segments)

• Portfolio typing and characterization process: Aligning the right type of offering portfolio with each significant segment

• Product portfolio alternative architecting: Portfolio concept generation for products and services

• Technical platform NUD requirements/technology HOQ/technology platform architecting

• Portfolio valuation and risk analysis: RWW, FMEA, aggregate NPV, ECV, dynamic rank ordering, other available tools

• Portfolio evaluation and selection: Pugh Process and other methods

• Commercialization project activation and control plans: Project management and family plan deployment scheduling, adaptive risk management, resource allocation and balancing

Now that you understand the strategic marketing process, it is time to switch gears to a tactical marketing process and examine how best to apply Six Sigma to the activation of a commercialization project.

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