Template · C18
Build a marketing initiative portfolio
How do you consolidate initiatives so they can be compared?
Direct answer
Every initiative uses the same record: contribution, impact, full cost, workload, timing, risk, evidence, dependencies and reversibility.
01Create a consistent basis for trade-offs without double counting.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
How do you consolidate initiatives so they can be compared?
Create a consistent basis for trade-offs without double counting.
Normalised portfolio
Dataset · SQ-22
Read eight initiatives as a portfolio, not as a list
The dataset compares contribution, full cost, workload, evidence, risk and dependencies at a single level of detail.
Illustrative portfolio of €505k and 785 days before the decision.
- 01Normalise
Use the same units and horizons for every initiative.
- 02Qualify
Separate observed evidence, analogy and opinion.
- 03Visualise
Compare expected value with the consumption of resources.
- 04Assemble
Keep a coherent set under constraints, not only the best scores.
Portfolio of eight comparable initiatives
The portfolio exceeds the available resources by €105k and 145 days. Two initiatives must be deferred or resized.
| Initiative | Contribution / 5 | Cost | Workload | Evidence / 5 | Risk | Decision |
|---|---|---|---|---|---|---|
| High-intent search | 4.0 | €95k | 80 days | 4 | Medium | Fund |
| Partner programme | 4.2 | €70k | 125 days | 2 | High | Pilot |
| Content redesign | 3.4 | €45k | 140 days | 5 | Low | Fund |
| Enterprise webinars | 3.8 | €60k | 95 days | 3 | Medium | Test |
| 30-account ABM | 4.6 | €110k | 160 days | 3 | High | Resize |
| CRM reactivation | 3.9 | €35k | 70 days | 4 | Low | Fund |
| Owned event | 3.1 | €75k | 85 days | 2 | High | Defer |
| Conversion optimisation | 4.1 | €15k | 30 days | 5 | Low | Fund |
01Conversion optimisation is funded despite a limited absolute impact, because its cost and its evidence are favourable.
02ABM stays strategic but must move from 30 to 15 accounts to respect capacity.
03The event is deferred: high cost, weak evidence and low reversibility.
Fictitious dataset. Scores must never replace obligations, dependencies or portfolio decisions.
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Normalised portfolio
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.