Updated business case

• Analyze phase project management and risk plan. Although the project management activities may be supported by another discipline (such as the technical community), marketing often owns the overall management of the commercialization project and is accountable for (at a minimum) marketing's deliverables and overall risk mitigation planning for commercialization.

The Six Sigma term critical parameters refers to fundamental or absolutely necessary elements needed to manage the offering throughout its life cycle against its plan. Critical parameters are unique to your business and the offering. Critical Parameter Management (CPM) identifies those fundamental requirements and measures critical functional responses to design, optimize, and verify the capability of an offering and its supporting value chain processes to meet requirements. The requirements need to prioritize and integrate what is critical to both the internal and external demands (VOC and Voice of the Business [VOB]).

A system of critical parameters that control the dynamics (cause-and-effect relationships) of the execution of the marketing and sales plans, as well as the product launch, are structured and linked. Marketing, sales, and launch process noises (specific sources of disruptive variation) are identified. Plans are made robust to these sources of variation. A specific set of controllable marketing and sales parameters are identified to ensure that their cause-and-effect relationships are statistically significant and can move mean launch performance variables to hit their required targets during the ramp-up to steady-state sales and support rates. These requirements and measured results and their governing marketing and sales parameters are the elements that are used to structure launch, customer relationship, and channel management control plans.

The marketing and sales critical parameters reside within the following: channel management strategy and plan, distribution plan, sales support plan, training plan (both internal and external), sales promotion plan, and communications plan. The marketing communication plan should consider advertising, public relations, trade shows, and collaterals (customer brochures, direct mailers, or "leave behinds").

The six supporting Understand gate deliverables are as follows:

• NUD customer requirements , which take into account customer ID matrix, customer interview guide, and KJ diagrams (of both images and requirements).

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