Who This Helps
Growth marketers who need to move channel metrics without guesswork. You have the data. You know what to do. But stakeholders keep asking for more slides. This is for you.
Mini Case
Meet Jenna. She runs paid acquisition for a SaaS company. After running a Portfolio Map from the Product Portfolio Strategy course, she saw that 60% of her budget went to channels with 12% conversion rates. She presented a reallocation plan. Stakeholders approved in one meeting. No rework. No second round.
Do This Now (5 Steps)
- Run a Portfolio Map – List every channel bet. Size each one by budget and expected return.
- Apply Bet Sizing – Use rough confidence levels. High confidence? Keep. Low? Flag for review.
- Define Capacity & Sequencing – What can your team actually execute this quarter? Sequence bets by impact and effort.
- Set Portfolio Guardrails – Define what must not get worse. Example: "Cost per lead stays under $50."
- Use Kill Criteria – Decide in advance when to drop a channel. Saves time and money.
Avoid These Traps
- Presenting raw data without a story – Stakeholders need a clear "so what."
- Skipping guardrails – Without them, every change feels risky.
- Overcomplicating the ask – One page. One recommendation. That's it.
- Forgetting the quarterly review cadence – Insights stale fast. Review every 90 days.
- Hiding the numbers – Show the 12% conversion rate. It makes the case.
Your Win by Friday
By Friday, you'll have a one-page Portfolio artifact that shows exactly where to shift budget. Stakeholders will see the logic. They'll say yes faster. And you'll move channel metrics without guesswork. That's a good week.
Fun line: Your stakeholders will actually look forward to your next meeting. No joke.