We don't just have an idea and immediately commit to implementing it because many times it's not
the highest priority idea, and won't have the biggest impact. Therefore, to start, we first pool all the initiative ideas from several sources:
- Historic Data
- Find & Fix Checklist
- Collaborative Brainstorming
- Proprietary Insights
This is a key step to run before committing the idea to the Strategic Roadmap. We use the IPE framework, which is a weighted decision calculus taking into account the factors of Impact, Probability, and Effort. The top-scoring IPE ideas that also aligns with the Retention Marketing Hierarchy will then become candidates to commit to the roadmap.Commit:
After evaluating the strategic initiative ideas, we filter out the subset of highest priority ones and place them onto the Strategic Roadmap. This then becomes the operating guide to which specific retention marketing initiatives to tackle in a given quarter.Implement:
The implementation phase takes up the bulk of the work during the quarter. This involves our team working to execute properly on all of the committed initiatives from the Strategic Roadmap.Evaluate:
We look at the feedback via metrics data monthly and at the end of each quarter to decide on the success of the initiatives. From there, we can choose to maintain, optimize, or eliminate different initiatives are parts of the retention marketing program. This process of evaluation of data and results also feeds directly back into the next cycle of Ideation.
We typically run a full strategic cycle every quarter.