Who This Helps
This is for growth marketers juggling a dozen ideas and feeling stuck. The Product Portfolio Strategy course gives you a clear system to size bets and sequence work, so you know exactly where to point your team's energy.
Mini Case
Sam's team had 15 potential channel tests on their list. They spent 3 weeks debating which one to run first. After building a simple portfolio map, they identified one bet with a 40% confidence level and a potential 15% lift in qualified leads. They ran that test first, got the lift, and funded the next three experiments from the results. No more guesswork.
Do This Now (5 Steps)
- List your bets. Grab every potential growth experiment, channel test, or campaign idea your team is considering. Write them all down.
- Focus on what exists. For each bet, note what assets you already have (e.g., an email list of 10k, a landing page template).
- Put rough sizing and confidence on each bet. Use simple labels: Small/Medium/Large for effort, and Low/Medium/High for your confidence in its success.
- Create your one-page artifact. This is your portfolio map. Group bets by size and confidence. The high-confidence, medium-effort bets are your sweet spot.
- Sequence the top 3. Pick the top candidate from your sweet spot. That's your next experiment. The next two are your backup plan.
Avoid These Traps
- Don't try to size everything perfectly on day one. Rough labels are your friend.
- Don't ignore the 'what exists' step. You'll waste time rebuilding things you already have.
- Don't let the loudest voice in the room decide the sequence. Let the map do the talking.
- Don't forget to define what must not get worse—your guardrails. For example, 'We will not let customer acquisition cost increase by more than 5%.'
- Don't make the map complicated. If it's not one page, you've overdone it. Seriously, one page.
Your Win by Friday
By Friday, you'll have a one-page portfolio map that shows your team exactly which experiment to run next. You'll stop the endless debate and start moving a key metric. That's a pretty good way to end the week.