A manufacturer planning to launch 40 new products over the next few years discovers, just six weeks from the start of rollout, a painful breakdown in market planning.  The analysis of costs, competitors, and likely revenues done by each brand team are spotty, at best.  Worse, each team seems to be following its own market planning process, no two of them alike.  Methodologies vary, so do terminologies and tools.  This makes meaningful comparisons impossible.  Priorities are unclear.  Choices cannot be made.