This is the measurement program development phase where the team takes on a salesman’s role. They will need to convince the members of the technical staff of the usefulness of the measures, starting with the initial set. If the measurement team is convincing, then the staff will be motivated and later commit to implementing a more extensive set of measurements. Project managers/test managers should also be convinced of measurement benefits so that they will allocate resources for measurement collection and analysis, and apply the measurements to evaluate and improve process and product quality.