Bridge Between Six Sigma & Marketing

In my journey over the past few years to bring a Continuous Improvement philosophy to marketing, I have primarily focused on Lean and identifying the individual Value Streams though segmentation. Lean was a much easier methodology to implement and utilize. As I continued with a customer, I found the Six Sigma toolbox provided me a stronger set of analytical tools that was needed in handling the vast amount of data. In any case, I practice a mixture of Lean and Six Sigma. Transferring this philosophy to other marketers and Lean/Six Sigma Practitioners has been very difficult with each side very skeptical of the other.

Working the past several months with Dr. Eric Reidenbach of Six Sigma Marketing Institute to develop the program the 5Csof Driving Market Share has provided a much clearer path or the bridge between the two methodologies. In the program, we challenge the way both the Six Sigma community and the marketing area think about business and the way they currently do business. It does so by providing a detailed and structured approach one that is entirely data driven to unleash the power of Six Sigma on the crucial need of Customer Value for revenue growth. An outline of that bridge between Marketing and Six Sigma is provided in the table below.