Customer and market research activities are used to measure whether the newly launched product/project has achieved its objectives. Key objectives can be categorized as customer-related, channel-related, competitor-related, or financial-related. Clear metrics need to be defined for each. Post-launch review (or audit) is necessary to evaluate the technical performance of the product or process against predefined criteria and make appropriate adjustments as needed. It can also identify characteristics of a successful implementation that can be used to improve the overall process. During the growth phase, the primary focus is on process performance evaluation, product value measurement, product launch evaluation (financial), and product lifecycle management. This phase is marked by a rapid increase in sales and market acceptance for the good or service.