Oct

Lean Six Sigma Marketing – Measure

In my previous post on Lean Six Sigma marketing , I had stated that it measuring the process and gathering the data that is associated with the problem, was the 2nd step in building a Lean Six Sigma marketing process. I also stated that in the Duct Tape Marketing planning system that the Lead Conversion and the Critical Numbers coincided with the definition of measure.

A traditional form of measurement building is the checklist. However, they failed to provide much information, it is either done or not done. Scorecards are much better measurement devices and in true six Sigma practice would include an integrated system of scorecards. That integrated system is a little beyond just a typical blog post but scorecards should identify not only what to measure and how well parameters satisfy your set of criteria but also when too measure.

People search for information solutionsin many different waysand on different time tables you need a system for consistent and repeated contacts with your prospect s. A summary of your planfor repeatedly contacting educating your prospects until they are clients. In the Marketing plan Pro powered by Duct Tape Marketing these mysteries are well defined and built directly into the program. Simple sales forecast and marketing expense budgets are included but what I believe the most important tables provided is a key marketing metrics table and the gap dashboard. Just simply looking at any one of these does not provide enough to see a future trend. And that to me is what is so important.

Many people believe that just completing a marketing calendar is a marketing plan. So I encourage youto go through an exercise it will all you to see trending and define results of what you are doing so simply you will know what to do more of and what to do less to.

P.S. Lead Conversion includes: Discovery, Presentation, Transaction.