America’s Process Excellence
The Biggest Opportunity…..Demand!
America’s Process Excellence
America’s Process Excellence
America’s Process Excellence
Realize similarity of traditional functions
Marketing R & DDMAIC
DMADV
Creates
Sales OperationsDMAIC
DMADV
Executes
Sales has a Six Sigma Need where Marketing has a heavy Design for Six Sigma Need
America’s Process Excellence
Let’s talk about what is different……
Problem # 1: Our promotion is not getting the activity that we would like to see
Methodology Can Apply? What’s different
Can I define the Customer? Yes 1000’s vs. 1Can I establish a metric? Yes Spec’s are a challengeCan I collect data? Maybe A lot of times you might need a one off metricCan I validate the data? Yes But usually it is much more difficultCan I establish a baseline? Yes But it isn’t often a population sample not processCan I analyze variance? Yes Families of variation is our first line of defenseCan I study the process? Yes A lot of Human & Market influence. Regressions are commonCan I do a DOE on the process? Yes Setting levels more of a risk because you are affecting CustomerCan I Improve/Control the process? Yes No Positions in these organizations that are responsible for QC
Methodology is the same … but typically the process is not very accessible
America’s Process Excellence
Top 10 things to watch out for …
1. Change Management is Critical2. MBB must be able to translate the thinking3. Well Scoped projects are critical4. Put Commercial examples into the training5. Keep Class all Commercial6. Pick the best of the best7. Full Time resource is important8. Don’t try to make statisticians out of Sales people9. Budget for Market Research and IT work10. Make sure they have strong excel skills
Take a process focus to a non-process focused area and your can have big learning's
America’s Process Excellence
Process Excellence StrategyAmerica’s
Getting PE closer to the Customer
America’s Process Excellence
How do we Pick projects
Clear Consensus!The biggest $$ must have the biggest Opportunity
Data, $, and Consensus
Risk in being wrong!High Low
•Rep Admin/Office Time •Diagnostics •Inventory (Cat. Mgmt. Retail)
America’s Process Excellence
Data Correlation
Project Selection Reality
X’s = Drivers of the Patient and Doctor Behavior
Consensus Biggest Spend
Y’s = Business Success Measures – Sales Growth
ConfirmationsNew Learnings Y=f(x1, x2, ..,xn)
America’s Process Excellence
Updated : 1/8/2003
Promotional EffectivenessY Focus
Sales Force Effectiveness
Category Management
Diagnostic Effectiveness
% Electronic Orders
Promotional EffectivenessY Focus
Sales Force Effectiveness
Category Management
Diagnostic Effectiveness
% Electronic Orders
Sales Growth Market Dynamics
Total Soft CL Market Growth
Customer Satisfaction
Overall Satisfaction
Advertising Promotion
Effectiveness GRPs x Link x SOV
SG&A
Expenses DashboardMetric
VP Sales VP MarketingVP Customer Service
– Retail– ECP
-Affiliates
Sponsor
Champion
VP Sales
Director Sales – RetailDirector CS – ECP
Sponsor
Champion
Cash Flow
DSO
VP Finance
Director Distributor Sales
Let’s drill down on Sales Force Effectiveness
America’s Demand Generation DashboardAmerica’s Demand Generation Dashboard
VP Marketing
Director Dist
Director Sales Director Retail Director Marketing Director Marketing
100% Champion Trained
America’s Process Excellence
Updated : 1/8/2003
Promotional EffectivenessY Focus
Sales Force Effectiveness
Category Management
Diagnostic Effectiveness
% Electronic Orders
Promotional EffectivenessY Focus
Sales Force Effectiveness
Category Management
Diagnostic Effectiveness
% Electronic Orders
Sales Growth Market Dynamics
Total Soft CL Market Growth
Customer Satisfaction
Overall Satisfaction
Advertising Promotion
Effectiveness GRPs x Link x SOV
SG&A
Expenses DashboardMetric
VP Sales VP MarketingVP Customer Service
– Retail– ECP
-Affiliates
Sponsor
Champion
VP Sales
Director Sales – RetailDirector CS – ECP
Sponsor
Champion
Cash Flow
DSO
VP Finance
Director Distributor Sales
Let’s drill down on Sales Force Effectiveness
America’s Demand Generation DashboardAmerica’s Demand Generation Dashboard
VP Marketing
Director Dist
Director Sales Director Retail Director Marketing Director Marketing
100% Champion Trained
America’s Process Excellence
Region to Region
District to District.
Ter to Ter.
Time to Time
Rep to Rep.
Product to Product
CTQ- % Delta Sales Benefit - $ Delta
Sales
Inside vs outside.
BB Responsibility
Data Correlation
Clue Generation – Looking for the largest areas of Variance
Solution Tree SM
America’s Process Excellence
Multi Vari of % Sales Growth 01-02 by Terr
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1st QTR 2nd QTR 3rd QTR 4th QTR
Data Correlation
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Time to Time
America’s Process Excellence
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Region to Region
America’s Process Excellence
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40
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District to District
America’s Process Excellence
Multi Vari of % Sales Growth 01-02 by Terr
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-20
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10
20
30
40
Atla
ntic G
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So
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1st QTR 2nd QTR 3rd QTR 4th QTR
Territory to Territory
America’s Process Excellence
Region to Region
District to District.
Ter to Ter.
Time to Time
Rep to Rep.
Product to Product
CTQ- % Delta Sales Benefit - $ Delta
Sales
Inside vs outside.
BB project•% sales growth by Rep
Data Correlation
Focus Resources on the largest areas of Variance
Solution Tree SM
America’s Process Excellence
Measuring System
Sales Process
Validate Data
Region to Region
District to District.
Terr to Terr.
Time to Time
Rep to Rep.
Product to Product
Stratify/Segment
CTQ- % Delta Sales Benefit - $ Delta Sales
Sales Rep Effectiveness AnalysisFull Time BB Sales Force Effectiveness
Sales Force Only GB Class- May
Potential X’s
Working sub projects
To Uncover Key Drivers to Rep Performance
% Inc 2001-2002
3020100-10
30
20
10
0
Fre
que
ncy Rep to Rep
Variance
3020100-10
30
20
10
0
Fre
que
ncy Rep to Rep
Variance
America’s Process Excellence
Region to Region
District to District.
Time to Time
Rep to Rep.
Product to Product
Terr to Terr.
Coverage Call Quality/Effectiveness
Time Management
Sample Effectiveness
Promotion Deployment
Product Availability
Let’s focus on PROCESS!!! What are the major activities that a REP has to manage to grow their Territories? Projects should focus on key metrics in these areas but scope down to a manageable subset within these areas (i.e. brand, top accounts, one territory, retail (lenscrafters
only) etc) so their project is actionable and successful.
CTQ- % Delta Sales Benefit - $ Delta Sales BB Project
Solution Tree SM
Measuring System
Sales Process
Validate Data
America’s Process Excellence
Front office
Exam Rooms
CL fitting roomStorage
Shipments & Returns
orders
Front desk
Diagnostics Availability (TORIC)
DDU Redesign
Diagnostics Effectiveness
E-ordering ECP, Retail, Affiliates
Waiting room
Promotion Execution (Spring Makeover and Back to School)
POA Execution – Pick a Colour
30 $ Rebate Effectiveness
We are covering the entire in-office process
Returns/Exchanges ECP & Retail
POP material delivery
2 Week Spherical Sales call
Retail call - Lenscrafters
Inventory - ECP
Inventory - Sears
NPI process
Call Coverage and Reporting
Reduce non-value added time or Rep
Improve POP Lead time - Retail
Sales Rep
PE Surround Sound
Over $9M in PE Value!!!
America’s Process Excellence
Sales
Marketing
Things that worked
•Focus on the Selling event•Selling productivity is easy to understand – Lean application•Current data is not diagnostic data – Get IT support•Sales Reps are great team members but struggle as project leader•Need Infrastructure for Field Mentoring and Reviews
•Promotion effectiveness is a good fit•Partner quickly with Market Research•Crystal Ball Modeling is an easy fit•Lean out Development Processes•Save Advertising and Agencies for later
America’s Process Excellence
Take Six Sigma to the Customer
Sales folks are hungry for this
Biggest area for learning and $$$’s
We don’t listen to the customer…Big Opportunity
Get a Baseline of Culture before you start
Summary
Thanks for Listening
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