Table of Contents
Lean Six Sigma in Sales & Marketing: Why It Matters
Sales funnels and campaigns lose speed and money when hand-offs drag and data is fuzzy. Lean removes wait steps; Six Sigma removes variation.
- Conversions up 37 % — Betfair’s outbound calls jumped from 47.8 % to 65.5 % after a DMAIC revamp. – isixsigma.com
- Productivity up 20 % — a Canadian municipality’s DMADV redesign for advertising eliminated extra approvals, saving $53 k a year. – isixsigma.com
- Hard costs down 15 % — the same project cut print spend by $90 k right away. – isixsigma.com
- Market share wins — Coca-Cola’s Six Sigma call-center overhaul helped sales grow at twice Pepsi’s pace post-crisis. – isixsigma.com
Lean Tools Every Sales & Marketing Team Can Use
- Value-stream map lead-to-cash — expose idle queues between marketing, SDR, and sales.
- Kanban for campaign tasks — visual boards throttle work-in-progress so launches flow.
- 5S your CRM fields — keep only data reps actually use; archive the rest.
- Obeya wall — one board for targets, backlog, and daily blockers.
Six Sigma Methods for Sales & Marketing Metrics
Metric | What to Track | Why It Helps |
---|---|---|
Conversion rate | Opportunities ÷ qualified leads | Shows funnel health |
Cycle time (lead response) | Minutes from inquiry to first contact | Faster replies drive win rates |
Cost per acquisition | Campaign spend ÷ new customers | Flags wasteful channels |
Return on marketing investment (ROMI) | Incremental profit ÷ spend | Validates budget |
DMAIC gives each metric a fixed path: baseline ➜ root-cause ➜ pilot ➜ control.
Lean Six Sigma in Sales & Marketing: Quick Wins and Real Stats
- Same-day follow-up after automating lead lists lifted Betfair conversions 37 %. isixsigma.com
- Central creative brief cut duplicated review steps, raising marketing productivity 20 %. isixsigma.com
- Standard FAQ scripts in a Six Sigma call-center reset halved repeat calls and drove post-launch sales past Pepsi. isixsigma.com
Lean Six Sigma in Sales & Marketing: Step-by-Step Start-Up
- Pick one pain — e.g., slow lead response.
- Map current flow — include every wait and rework.
- Label each step — value-add, needed, waste; delete pure waste.
- Baseline numbers — conversions, minutes, dollars.
- Analyze causes — 5 Whys, Pareto, regression.
- Pilot change — one campaign or region.
- Control — dashboards, SOPs, weekly audits.
Wrap-Up
Lean Six Sigma in Sales & Marketing means faster lead handling, clearer data, lower spend, and higher close rates. Start with one metric, fix what the numbers show, lock the gain, and iterate.
Lean Six Sigma Yellow Belt Certification Course
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