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.
|
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 .
Continue reading here: Six Sigma in the Operational Marketing Process
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