Who This Helps
This is for growth marketers who are tired of running experiments that get killed by a random opinion in a meeting. You know your data. But stakeholders want a story, not a spreadsheet. The Product Portfolio Strategy course is built for exactly this moment—when you need to turn analysis into approved execution.
Mini Case
Imagine you manage paid social and email. Last quarter, email drove 12% more revenue per customer but cost 3x less to acquire. You want to shift budget. But the VP says "social is our brand." Sound familiar?
Instead of arguing, you build a one-page portfolio map. You show each channel as a bet with rough sizing and confidence. Email is high confidence, medium return. Social is low confidence, high return. You add a guardrail: brand awareness must not drop below current levels. Now the VP sees the trade-off clearly. Budget shifts. No drama.
Do This Now (5 Steps)
- List every channel you run. Write down paid, organic, email, partnerships—everything.
- Add rough sizing. What does each channel cost in time and money? Be honest, not precise.
- Rate confidence. High, medium, or low. How sure are you that this channel will grow next quarter?
- Define one guardrail. What must not get worse? Example: email open rate stays above 20%.
- Show the trade-off. Present your portfolio as a single page. Point to the guardrail and say: "If we protect this, we can shift budget here."
Avoid These Traps
- Hiding the bad news. If a channel is dying, say it. Stakeholders respect honesty more than spin.
- Too many guardrails. Pick one or two. If everything is sacred, nothing is.
- Forgetting the kill criteria. Decide upfront: if this channel costs more than X per acquisition, we cut it. That makes decisions automatic.
- Presenting without a visual. A wall of numbers loses people. Use a simple table or grid.
Your Win by Friday
By Friday, you will have a one-page portfolio map for your channels. You will know which bet to size up and which to kill. And when you walk into next week's review, you will have the guardrail that keeps everyone aligned. No guesswork. Just a clear story that gets a yes.
And hey—if the VP still pushes back, you can always ask: "What metric would you protect?" That question alone shifts the conversation from opinion to strategy.