Six Sigma Deployment in Sales and Marketing: Enhancing Competitive Advantages

Abstract

Six Sigma deployment can bring a valuable process discipline and emphasis on performance measurement to sales and marketing activities. Six Sigma approach adds measurable value to sales and marketing performance and helps in increasing market share and top line revenue in targeted product/markets. These are external objectives as opposed to the internal objectives of defect reduction and cost cutting for Six Sigma deployment in production and operations. For successful deployment of Six Sigma in sales and marketing there is need for removing departmental silos; developing a passion for measuring company performance; investment in training at all levels; and active role of senior management. The benefit of Six Sigma deployment in sales and marketing includes better information sharing to make improved decisions and ultimately sustain the growth as it reduces the uncertainty inherent in sales and marketing. This research emphasizes importance of Six Sigma deployment in sales and marketing and provides various tools and frameworks for its successful deployment.

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