Many Fortune 500 companies use Six Sigma methodologies in some part of their business to improve revenue and profits — so why shouldn’t TTOs and IP marketers reap similar benefits? No reason at all, argue Clyde M. Creveling, Lynne Hambleton, and Burke McCarthy, authors of the new book “Six Sigma for Marketing Processes.” Creveling, president and founder of Product Development Systems & Solutions Inc. (http://www.pdssinc.com), has led Design for Six Sigma (DFSS) initiatives at numerous large corporations, including Motorola, Carrier Corp., StorageTek, Mine Safety Appliances, and Callaway Golf. His previous book, “Design for Six Sigma in Technology and Product Development,” is a guide for product design and manufacturing support engineers who want to apply the Six Sigma methodology to technology development and product commercialization. This new book, he says, moves the focus to revenue growth and will teach IP marketers how to apply Six Sigma methodology to:

• Develop a lean, efficient marketing workflow designed for growth.
• Enhance the three marketing arenas for growth: strategic, tactical, and operational.
• Identify leading indicators of growth and become proactive about performance improvement.
• Strengthen links between customers, products, and profitability.
• Redesign marketing work to streamline workflow and reduce variability.
• Assess and mitigate cycle-time risk in any marketing initiative or project.
• Leverage DMAIC (The Six Sigma problem-solving approach — Define, Measure, Analyze, Improve, Control) to solve specific problems and improve existing processes.
• Use lean techniques to streamline repeatable processes, such as collateral development and trade-show participation.

Go to:i-Bibliophile

Posted October 28th, 2008 under Intellectual Property Marketing

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