Bringing new, high-quality products to market ahead of competitors is essential to establishing and maintaining a strong brand in the consumer products industry. As evolving marketing tactics spur sudden, intense demand for new products—and consumers pressure companies to increase innovation and sustainability—time to market has never been more vital for consumer product companies. To remain competitive, organizations must accelerate innovation and shorten development cycles while maintaining high product quality.

Rising product, formulation, recipe, and organizational complexity make these goals difficult to achieve. Such complexity requires the careful coordination of work between multiple cross-domain engineering teams early in the development process. But these teams frequently operate in silos and have little visibility into work in other domains, which increases the likelihood of failures late in the development cycle.