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Sales and Marketing the Six Sigma Way (Hardcover)
by Michael Webb (Primary Contributor) , Tom Gorman (Collaborator)
Category:
Six Sigma, Sales & marketing |
Market price: ¥ 278.00
MSL price:
¥ 258.00
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Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
Good for Gifts
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MSL Pointer Review:
A firm voice with quantified proof that six sigma applies to every business process, including sales. |
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Author: Michael Webb (Primary Contributor) , Tom Gorman (Collaborator)
Publisher: Kaplan Business
Pub. in: August, 2006
ISBN: 1419521500
Pages: 298
Measurements: 8.9 x 5.9 x 1.2 inches
Origin of product: USA
Order code: BA00886
Other information: ISBN-13: 978-1419521508
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- MSL Picks -
Systems Thinking Guru Russell Ackoff once said that the System cannot detect its own problem and it must be from a high order system level. Marketing and Sales VPs cannot solve their own dilemmas and problems, it requires the CEO/COO/CFO in conjunction with other functional VPs to work together in a systemic way.
However, among all the functional disciplines, Marketing and Sales are the two most mysterious and hard to understand arenas for the whole executive team. Sales and Marketing the Six Sigma Way is the first book ever that not only presents the real core of the respective Marketing and Sales function in an easy to understand system way, it also reconnects Marketing/Sales function with the rest of the business in a systemic manner. The introduction of "Customer Value Mapping" in the whole Marketing/Sales process is truly a remarkable contribution by the author, Michael Webb.
According to the author, process improvement techniques can also greatly alleviate some of the following typical problems facing marketing and sales:
- Developing and launching products that are not successful in the market because they fail to address real customer needs. - Advertising and "brand awareness" campaigns that create no measurable customer response. - Marketing campaigns and trade shows that generate large numbers of "leads" that do not get followed up by salespeople, and are not qualified prospects in any case. - Salespeople chasing "anything that moves" in their territory, thus spending time selling to the wrong prospects. - Proposal-generating activities that do not get customers to buy. - Servicing repetitive customer complaints that could be eliminated if the product were improved, yet that information never makes its way into the requirements for new products. - From quoting C. T. Wu
Target readers:
Sales & marketing professionals
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Michael J. Webb founded Sales Performance Consultants, Inc., to help business executives make their sales funnels flow faster, and is the foremost expert on sales process improvement. He gave the keynote presentations at the first two conferences ever held on applying Six Sigma to sales and marketing. He has worked with clients such as American Express, 3M, Marriott, and many smaller companies to improve their sales processes and results. He also works with certain sales training firms and CRM firms to help integrate the best selling practices into their client's sales operations. His website, www.salesperformance.com, contains a wealth of hard-to-find articles and resources on process improvement for marketing and sales organizations.
Tom Gorman has written or collaborated on more than a dozen business books, and he is the author of Writing the Breakthrough Business Book. Tom is based in Newton, Massachusetts and at www.contentbizbooks.com.
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From the publisher
Quality management. Process mapping. Speed to production. In the past 50 years, a rigorous, measurement-based methodology called Six Sigma has brought production management to previously unimaginable levels of success and sophistication. Top corporations such as Motorola and GE have built their reputations, products, and revenues using this approach. Indeed, Six Sigma has found widespread application in every significant industry and business - except marketing and sales.
In Sales and Marketing the Six Sigma Way, sales and quality guru Michael Webb shows how to blend marketing and sales efforts with the cutting-edge methods of Six Sigma to boost their bottom lines. With Webb's book as a guide, readers learn to engineer rapid routes to customer value, accurately predict future revenue, and ensure return on investment for their projects.
In Sales and Marketing the Six Sigma Way, you will:
- Find out why "the usual fixes" for sales problems don't work
- Meet executives who have used Six Sigma to imrpove marketing and sales results
- See the pitfalls that await the unwary when applying process improvement in sales
- Learn how to introduce Six Sigma to sales and marketing professionals
- Discover through examples and cases how to manage sales as a process
Webb walks readers through several Six Sigma sales and marketing projects from start to finish, highlighting the tools, decisions, and results that made them successful. He shows the practical methods managers use to translate process improvement principles to the human world of selling and marketing.
With his dual background in sales and marketing management and in quality improvement, Webb speaks clearly to readers in both disciplines. This makes Sales and Marketing the Six Sigma Way the indispensible guide for sales and marketing professionals who want to excel in today's business environment, and for quality improvement experts who want to help them.
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View all 5 comments |
Jill (MSL quote), USA
<2007-06-27 00:00>
If your salespeople aren't getting the results you want, check out this book. Flawed sales processes may be the root cause. Michael Webb shows you how to apply a rigorous analysis to your sales methodology to help you discover the disconnects, bottlenecks and dysfunctional processes that are limiting your ability to be successful.
I especially like his points on leveraging the Voice of Customer to develop powerful value propositions and his insights on how marketing can create tools that drive every single step of the sales process. The strategies are very aligned with what I recommend in my book, "Selling to Big Companies."
If you're in a sales leadership position, make sure you read this book. |
David (MSL quote), USA
<2007-06-27 00:00>
Traditionally, sales people and sales executives have been suspicious of six sigma and other quality process tools and approaches for several reasons. First, they don't really understand them, at least not well enough to discern what does and doesn't apply to thier world. This means they deal in broad assumptions and symbols. They are left to interpret thier own limited experience or exposure to six sigma thinking and struggle to see how it will help them sell more effectively. Second,they are skeptical, and rightly so, about the ability of many quality or process experts to apply these principles and tools it in a way that works for them and for thier customers. Too often, the projects selected have been focused on "cost" issues or "waste" without getting at the heart of the matter - improving real sales results. Third, underlying all of this is a fear that the art of selling; the social intelligence, and communication/persuasive skills that remain essential to success, will get lost or under-valued. In short,they know that effective selling is both art and science and while they may over emphasize the art, they worry that the art will be over looked or misunderstood by the process experts.
This is the challenge Mike Webb has taken on in writing Sales and Marketing the Six Sigma Way. Webb is one of the few people who seem to truly understand not only the importance of both art and science in selling, but, more importantly, how they must be integrated for success. His book is the first I have seen that moves beyond the "it works everywhere else, why not in sales and marketing?" attitude toward a true integration of the art and science of selling. |
A reader (MSL quote), USA
<2007-06-27 00:00>
Process improvement efforts often bounce off or go around sales and marketing functions because it is not obvious how to apply process thinking here. Yet this is precisely where a substantial portion of the headcount and expense is for many high tech and service companies. Improving sales and marketing processes, even incrementally, is the biggest opportunity to make a measureable difference to the bottom line. Mike Webb uses clear thinking and layman's terms to show how sales and marketing can be managed, grown and expanded by incorporating the basics of Six Sigma thinking: fact-based decision making and a focus on the customer's actions. The result is sales and marketing programs that stick, selling methods that produce and customer relationships that endure. |
A reader (MSL quote), USA
<2007-06-27 00:00>
As a sales and marketing teacher I can say it with confidence. This is a must have book in any marketing and sales personal library.
It makes clear that sales and markeitng are processes and, as processes, they can be measured and improved. I 'will not discuss if the methodology presented works or not, because I believe that any method will, some way or another, improve a process. The important thing is teorical foundation that this book bring to sales and marketing.
I lost my first one, and bought it again. |
View all 5 comments |
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