Deliverables for the Launch Milestone

1. Sales capability studies to examine the actual sales data versus sales forecast, the initial sales trend assessment, and the sales growth rate versus the plan

2. Customer identification and qualification metrics

3. Customer purchase experience and behavioral analysis

4. Customer satisfaction assessment

5. Sales process FMEA

6. Competitive assessment

7. Advertising and promotion effectiveness evaluation

8. Critical parameters update, including the SPC charts

9. Business case fulfillment assessment

10. The documented Manage phase control plan is approved and ready for use

The sample scorecard, as shown in Table 6.2 , is used by marketing gatekeepers who manage risk and make functional gate decisions for a specific project as part of the portfolio of projects being conducted by the marketing organization.

Table 6.2. Sample Launch Phase Deliverables Scorecard

1

2

3

4

s

6

SSFM Gate Deliverable

Grand Average Tool Score

% Task Completion

Tasks Results Versus Deliverable Requirements

Risk Color (R, Y, G)

Key Milestone Requirements

Marketing/sales capability study

Show category revenue growth versus industry/actual sales versus forecast or initial plan/Cp and Cpk process metrics

Document customer identification/qualification metrics

Produce a current market opportunity assessment that defines the market, segments, and targets

Customer purchase experience/behavioral analysis

Develop and show process maps, channel analysis, category online shopping, and statistical analysis of emerging trends

Customer satisfaction assessment

Develop a customer-perceived value analysis for each segment and specific targets within each segment

Sales and marketing process FMEA

Show risk assessments for sales, marketing, technical/service, credit, distribution, communications, and so on

1

2

3

4

s

6

SSFM Gate Deliverable

Grand Average Tool Score

% Task Completion

Tasks Results Versus Deliverable Requirements

Risk Color (R, Y, G)

Key Milestone Requirements

Market perceived quality gap analysis, Won-Lost Analysis, benchmark summary

Show a competitive assessment

Advertising and promotional effectiveness evaluation

Show how awareness, consideration, trial, usage, and referral will be promoted and measured

Critical parameters update

Show how CPM is fulfilling the control plan across critical sales and marketing processes

Business case fulfillment assessment

Show the results of the plan against actual results (for line extensions)

Documented control plan and FMEA data

Construct a control plan for post-launch marketing and sales processes with risk assessment

Columns 1 and 6 align the gate deliverable to a gate requirement. Each deliverable is justified as it contributes to meeting a gate requirement. (Never produce a deliverable if you can't justify its ability to fulfill a gate requirement.)

Grand Average Tool Score (GATS) illustrates aggregated tool quantification across the three scoring dimensions. (A high GATS indicates that a group of tasks is underwriting a gate deliverable.)

% Task Completion is scored on a 10 to 100% scale. This measure is critical if you want to understand how completely a group of related tasks are fulfilling a major gate deliverable.

Color coding illustrates the nature of the risk accrual for each major deliverable within this phase of the process. Color code risk definitions (red, yellow, and green) are found in Chapter 2 .

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