Sigma Marketing, Why Marketers Should Care?

Because B2C (business to consumer) or B2B (business to business) marketing can be very complicated, it is easy to get lost when measuring the performance of your MARKETING STRATEGY. Business sales and brand awareness have always been and will always continue to be the main drivers behind any marketing strategy. Since marketers are under endless pressure to create predictable streams of revenue growth, designing and creating a custom-marketing process is the best way to keep things structured while monitoring marketing performance from day one.

In today’s business world, both large and small companies are trying to find solutions to analyze performance, be more cost effective, more efficient, and more innovative. One such solution is using SIGMA MARKETING. Sigma marketing enables top leaders to streamline any marketing, sales, and operational process, whatever it may be, in highly effective ways. The goals behind the Sigma Marketing scientific approach are to eliminate gaps and defects that adversely impact your performance and to create a comprehensive and seamless work flow of processes.

To apply the Sigma Marketing approach, a process chain is divided into specific tasks and results and then each aspect is measured to determine how much value each task adds to the entire marketing process. Which tasks are working well and should just be continued? Which tasks should be modified to improve their results? Are thereany tasks that can be simply eliminated?

For example, for a luxury brand like Dior, the layout of the packaging and the creation of the logo add a lot of value to the final product due to the notoriety of the brand.Dior has to ensure that these steps are carried out with maximum efficiency in house. On the other hand, low-cost brands can outsource the packaging process and use standard packaging, which eliminates a set of steps in the process and substantially reduces operational costs of production.

Applying the Sigma Marketing approach is definitively proving to be a PLUS. The approach increases the marketer’s ability to:

• Deliver on market requirements.
• Improve the efficiency and effectiveness of the marketing planning process.
• Successfully manage marketing operations.
• Provide transparency into marketing and advertising activities.
• Enhance the collaboration between Marketing and the Sales, Product, and Business Development departments within the organization.

Ultimately, Sigma Marketing is a method for maximizing sales performance and solving business issues. Ideally, organizations map the consumer’s journey so that advertising, customer services, and selling or up-selling become more effective tactics. Applying this method helps marketers streamline processes to move the consumer along on their journey, engage with the brand, and buy seamlessly. Sigma Marketing gives marketers a real competitive advantage, enabling them to identify anything that does not contribute to achieving the ultimate sales goal. Anything that doesn’t contribute is WASTE and should be eliminated.

Sigma Marketing, for instance, can be used to score your most profitable consumers and drill down your omnichannel strategy to optimize your advertising spend. First, you collect firmographic and/or demographic data to analyze all variables that influence your most profitable consumers. Second, you measure performance of advertising campaigns by channel. Third, you leverage MarTech (marketing Technology and AI (artificial intelligence) solutions to frame and analyze marketing processes and achieve the optimal marketing results.

Project Charter Template of improving the way businesses operate. It is a set of techniques and tools for process improvement. It was introduced by engineer Bill Smith while working at Motorola in 1986. Jack Welch made it central to his business strategy at General Electric in 1995. Sigma marketing is driven by data, and analytics to deliver insights and more actionable business intelligence.

The more structured you are in marketing, the more effective you will be in getting your message distributed on the right channels and devices so that your message ultimately gets in front of the right audience, at the right time, in the right way. In this new marketing paradigm and business ecosystem, eliminating waste, gaps and defects in processes, or advertising siloesis a critical factor for success. Likewise, establishing an omni-channel attribution and lead scoring modelwill help you generate more sales with less investment and attain a greater return on your marketing investment.

Marketing has a strategic role in growing revenue. It can contribute substantially to company profitability. But, marketing has become highly complex. Sigma Marketing is a proven method that enables organizations to improve their marketing’s strategic, tactical and operational processes as a way to drive revenue. Highly successful businesses that implement the Sigma Marketing method report on average 49% higher profits than their peers.

If you have any question about how to apply Sigma Marketing within your organization I would recommend reading this interesting article: What Is Six Sigma… and Why Should Marketing and Sales Managers care?