RWW Analysis refined and updated

• Business case refined and updated.

• Plan phase project plan developed and risk plan updated (Monte Carlo Simulation and FMEA on critical path).

The sample scorecard, as shown in Table 5.4 , 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 5.4. Sample Analyze Gate Deliverables Scorecard

1

2

3

4

5

6

SSFM Gate Deliverable

Grand Average Tool Score

% Task Completion

Tasks Results Versus Gate Deliverable Requirements

Risk Color (R, Y, G)

Gate Requirement

Updated marketing critical parameter management database

Have finalized product requirements from customer testing; update marketing andsales critical parameters and respective database(s)

1

2

3

4

5

6

SSFM Gate Deliverable

Grand Average Tool Score

% Task Completion

Tasks Results Versus Gate Deliverable Requirements

Risk Color (R, Y, G)

Gate Requirement

Conjoint analysis and Monte Carlo Simulation results; customer documented preferences for form, fit, functions, and features at price points;documented price model

Refine and document updated price model with Monte Carlo simulations

Documented sales forecasts (Monte Carlo simulations)

Refine sales forecasts with Monte Carlo simulations

Documented brand positioning strategy for the value proposition

Have documented value proposition linked to the brand

Documented marketing and sales channel strategy

Document a marketing and sales channel strategy

Documented updates to the RWW Analysis

Refine and update RWW Analysis

Documented alignment of marketing objective with organizational goals

Show marketing objectives aligned with organizational goals

Documented updates to the business case

Refine and update business case

Documented Plan phase organizational capabilities assessment, project management, and risk mitigation plan

Document the Plan phase project plan, including a risk mitigation plan

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 is intended to illustrate the nature of the risk accrual for each major deliverable within this phase of the process. Color code risk definitions are found in Chapter 2 .

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