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Wednesday, June 7th, 2006
Six Sigma for Marketing Processes (Product Management Thought Leader Series)
Recent 2004 PDMA survey data indicates, 16 % of product failures are caused by “inadequate market analysis” and 14 % by “lack of effective marketing effort.” Our new book “Six Sigma for Marketing Processes” address these issues by showing how six sigma tools, methods and best practices can be applied within the product development process to make fact based decisions, reduce risk and grow revenues according to plan. The first printing sold out quickly in part because co-author Skip Creveling wrote a bestseller on product development engineering in 2003 called “Design for Six Sigma.”
Together, these books show how marketing and engineering efforts can be integrated at the critical front end of the product development process; a proven industry best practice that’s hard to implement.
In companies struggling to grow, most problems begin with an undisciplined inconsistent strategic portfolio process. Too many low risk / low gain projects are activated with no decision criteria in place to kill projects. Commercialization resources get overwhelmed and no funds are available at launch; The death spiral. Cost cutting is about as effective as an American who talks louder in France to make himself understood. At the same time growth opportunities are missed by people in product marketing positions lacking fundamental knowledge about market research, trend analysis, segmentation, positioning or value analysis.
In our approach, the timely development of fact based information reduces uncertainty for decision making purposes at each critical stage of the process from strategic (portfolio) to tactical (commercialization) to operations (product line management & sales). The objective of the talk is to help attendees understand how they can work to achieve cross functional excellence, systematic innovation and accelerated organic revenue growth within their own organizations.
Presenters
Will Erdmann, Director, Design for Six Sigma, Becton Dickinson
Burke J. McCarthy, Vice President, Product Development Systems & Solutions Inc.
Burke McCarthy is responsible for the Six Sigma in Marketing programs offered by PDSS. He is one of the co-authors, along with Skip Creveling and Lynne Hambleton, of the book published by Prentice-Hall, Six Sigma in Marketing Processes, An Overview for Executives, Leaders & Managers.
Burke McCarthy began his career with Eastman Kodak Company in 1981 as a Technical Sales Representative in New York City selling photo-sensitized goods to professional photo labs and indirectly to photographers, governments, and corporations via resellers.
A key responsibility of the position involved measuring the amount of variation in photochemical processes and bringing them back into specifications to add value for customers using Kodak products. By 1988, regular involvement with Rochester-based product development teams and an MBA from Seton Hall University led to a product line management position overseeing Ektachrome film, a market representing over $ 100 M in annual sales.
The position required "inbound" (forecasting, pricing, product development) and "outbound" marketing skills (trade shows, collateral, PR, advertising, seminars, liaison to trade associations, etc.). In 1992, Burke was promoted to Regional Manager & Vice President of Kodak Professional, Printing and Publishing in Los Angeles. In 1997, he was recruited by Kodak's Chief Technical Officer to develop a global strategic growth initiative and later, became Worldwide Marketing Manager commercializing Single Use Camera products into key global markets.
Throughout his career at Kodak Burke consistently conceived, developed, and implemented innovative marketing programs that grew Kodak sales and earnings. Since leaving Kodak, Burke has worked with and for several companies in varied industries including Hermstedt AG (telecom), Foveon, Xerox, Caswell-Massey, and Canadian American Transportation Systems, LLC.
Event Logistics
Time : 6:30 - 9:30PM Date : Wednesday, June 7th, 2006
Location: Duffy Hall, Graduate Lounge, Seton Hall University, South Orange, New Jersey
Dinner : Deli Buffet Format: Networking / Presentation / Networking
Cost : $25 - PDMA, $35 - Non-Member, $15 - Student
Early-Bird (until May 31st): $20 - PDMA, $30 - Non-Member, $10 - Student
PDH : 2 PDH
Event Flier
Directions (Campus Map)ook for Howe Center !)
