Template · C57
Build a marketing stop-doing list
Which activities should stop to free resources without destroying useful contribution?
Direct answer
The stop index combines residual contribution, future cost, evidence, dependencies and reversibility instead of targeting only small expenses.
01Stop, reduce, transfer or maintain each existing activity.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
Which activities should stop to free resources without destroying useful contribution?
Stop, reduce, transfer or maintain each existing activity.
Documented stop index
Calculation · SQ-57
Calculate the stop before cutting the small lines
Stopping an activity depends on its future contribution, its remaining cost, the evidence and the resources it frees.
Fictitious portfolio of five recurring activities reviewed before the second-half allocation.
- 01Isolate
Calculate only the avoidable future costs, workload and results.
- 02Score
Assess contribution, evidence, reversibility and releasable capacity out of 5.
- 03Calculate
Apply the weights fixed before examining the activities.
- 04Verify
Check dependencies, obligations and exit cost before deciding.
Stop index of five existing activities
A high score signals a good candidate for stopping; a contractual obligation is handled outside the score.
Index = 35%×(5−contribution) + 25%×(5−evidence) + 20%×future cost + 10%×reversibility + 10%×releasable capacity| Activity | Contribution | Evidence | Future cost | Reversibility | Index / 5 | Decision |
|---|---|---|---|---|---|---|
| General newsletter | 2 | 2 | 4 | 5 | 3.55 | Stop |
| Regional trade show | 2 | 1 | 5 | 3 | 3.75 | Do not renew |
| Expert webinars | 4 | 4 | 3 | 4 | 1.85 | Keep |
| Manual reporting | 1 | 5 | 3 | 5 | 2.45 | Automate |
| Podcast sponsorship | 3 | 2 | 4 | 4 | 2.75 | Test for 90 days |
01The trade show comes first despite a medium exit cost, because its evidence and contribution are weak.
02Manual reporting must not disappear: the activity is moved to a less demanding solution.
03The list frees €94k and 68 days, which must be reallocated explicitly.
Fictitious scores and amounts. Legal, contractual or brand obligations are handled before the calculation.
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
Documented stop index
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.