![]() ![]() While something like a Big Game spot could be incredible for the company, it also requires a lot more investment than posting a Little Miss Meme. In this case, a 1 would be very low viability (low reach, low importance and incredibly complex) whereas a 5 across the board could signal a huge win. Implementing the PIE framework is as simple as listing ideas and giving them a PIE score, ranking each dimension from 1 to 5. Anything that takes time, has technical dependencies or requires many cross-functional stakeholders would continue to be high. EaseĮase refers to the complexity and time demands of the implementation, very similar to effort from the Value/Effort Matrix. This is an important lever away from the Value/Effort Matrix since there could be very important company initiatives that don’t have especially high potential. Importance refers to the impact based on your company objectives. A campaign with high potential could be run on a high-volume channel or broadcast to a large audience. Potential refers to the impact based on the size of the audience, and more specifically for experiments, an estimated lift to a metric (like traffic to a website or conversion rate on a sign-up page). PIE stands for Potential, Importance and Ease. The PIE Framework builds on the Value/Effort matrix by breaking down value a bit further. It’s rare that money gets consistently poured into big bets. Ultimately, it starts with aligning what “value” means to the team and what budget constraints exist. They may not be the first candidates to prioritize. Take something like making a music video or having your engineering team make a fun pop-up in an app–both ideas seem cool but certainly labor intensive. While they could look like big bets on the outside, the insight and data behind them (or lack thereof) can plummet them quickly. These ideas could be considered ambitious, but it’s an easy filter for your list if they give back limited returns, have an unclear impact or have an especially heightened risk. The Time Sinkers: Low Value, High EffortĪlso known as the money pits or white elephants, these are the ones you should aim to avoid. Low-effort ideas are often worth doing simply because they are low investment, but ones in the “low value” quadrant can be considered backup ideas–nice to have, but usually good to fill in the gaps if there’s time. Something like a commercial for the Big Game, which has almost guaranteed awareness and brand impression, could fall into this category. Reframing them as “big bets” acknowledges the risk and value. Ideas simultaneously high in value and high in effort are worth pouring energy into but can be considered riskier because of the effort involved. Sharing a meme on social to get your brand into the conversation or a small optimization on your website to dramatically change conversion rate could fall into this category. Ideas that are quick to accomplish, resonant with value and would take minimal effort-either few stakeholders or little time to complete. The 2×2 matrix is a good filter since it essentially allows you to bucket your ideas into four quadrants: The Quick Wins: High Value, Low Effort ![]() The effort refers to the time and effort it would take to get the idea off the ground. In the case of marketing campaigns or content ideas, the concept of “value” can be subjective: Either value to the business (if it’s a brand or revenue-generating campaign) or value to the audience in terms of the type of information it gives. One of the most straightforward frameworks to start with is a 2×2 priority matrix that shows ideas on two axes: value and effort. Here are three simple prioritization frameworks that help you separate high-quality ideas from the crowd. While many of these frameworks are born from the product world of feature prioritization, they can also be a beneficial tool to vet large campaigns, experiments, new channels and website optimizations for your brand. But building a marketing machine that is repeatable and scalable can benefit tremendously from a straightforward, consistent framework to vet every new idea. urgent) can sometimes be enough to move forward. Simple prioritization (marking things as important vs. No matter which area of marketing you’ve worked in, you’ve likely dealt with the great white whale of good idea prioritization.Ī naturally creative endeavor, marketing can be riddled with dreamy ideas that are all reasonably cool or enticing to try, yet it’s naturally impossible to accomplish them all. ![]() You can’t wait to get started on next quarter’s planning. Coffee fueled, you open up the Google Doc, buzzing with potential viral hits and Webby contenders. Picture this: You just finished a creative brainstorm, full of enthusiastic new marketing ideas from your colleagues. ![]()
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