Phase Gate Upp
Tools ij" ^ Tasks t| ^ Deliverables / Requirements
The four major deliverables at the Evaluate gate are as follows:
• Documented growth potential of the balanced offering portfolio architecture (including financial targets and tolerances)
• Documented product portfolio architecture
• Documented risk assessment for the portfolio that shows a balance across multiple dimensions of risk, with a portfolio FMEA to identify possible failures, respective frequencies, and potential impacts of those failures
• Documented Real-Win-Worth (RWW) Analysis across the portfolio's elements
The supporting Evaluate gate deliverables all center on a set of preliminary business cases for the elements in the portfolio. The preliminary business case needs to include the following:
• Financial models
• Value propositions
• Market dynamics and fit with trends
• Technical risk profiles
• Competitive benchmarking data and trend analysis
• Market perceived quality profile and gap analysis
• Porter's 5 Forces Analysis and segmented risk profiles
• SWOT Analysis and segmented risk profiles
The scorecard, as shown in Table 4.7 , 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.
|
1 |
2 |
3 |
4 |
s |
6 |
|
SSFM Gate Deliverable |
Grand Average Tool Score |
% Task Completion |
Tasks Results Versus Gate Deliverable Requirements |
Risk Color (R, Y, G) |
Gate Requirement(s) (General Phase Requirement) |
|
Documented candidate portfolio architectures |
Summarize each candidate portfolio architecture (summary candidate portfolio) | ||||
|
Documented best portfolio architecture |
Select the best hybrid portfolio from among the candidatesin light of the portfolio requirements against a best-in-class datum portfolio architecture (best portfolio candidate) | ||||
|
Documented financial growth potential and preliminary business cases for each candidate portfolio architecture |
Forecast financial potential and entitlement summary from the selected (best) portfolio architecture to compare against the business's growth goals (financial potential) | ||||
|
Documented RWW Analysis for each candidate portfolio architecture |
Conduct RWW Analysis on each candidate portfolio architecture | ||||
|
Documented risk assessment for each candidate portfolio architecture |
Identify and quantify the risks associated with each candidate portfolio architecture |
|
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(s) (General Phase Requirement) |
|
Documented Activate project plans and risk analysis |
Have the Activate project plans and risk analysis |
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 .
Continue reading here: Tactical Marketing Process Commercialization
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