274 Case Studies

Figure 11-1. Relational Graph for Ovation Showing a Lack of Product and an Overemphasis on Marketing and Sales at the End of the Product Development Stage.

glance, clearly indicating that the dimensions were out of balance with one another. The product, as indicated by its definition, had just reached the seed stage, but no technology or development team was in place to build a product of inherent and protectable value. Ovation's prolonged inability to produce any tangible output eventually prompted analysts to coin the word "vaporware" for such products.

PLAN

The business plan was clearly not a dynamic control document. It was stuck at the seed stage and reflected the realities of product schedule slips and rescaled forecasts.

MARKETING AND SALES

In sharp contrast to the understaffing evident in the technology and product development areas, however, the marketing and sales departments were completely staffed and