This post was written by Trevor Longino
When a company has one person or even a small handful, it’s tempting to go with your gut as a key driver for growth. But “this feels important so let’s do it” doesn’t scale all that well. Once there are 6 departments all asking for growth assistance and insights as to what changes they should make to improve customer UX, decrease sales cycle length, improve newsletter conversions, or whatnot, you need something better. Teams and leaders need to know how to prioritize.
You have to have a scoring rubric.
You should have one now, at this moment, even if it’s just you spending a few hours a week working on growth improvements all by yourself. Why?
Well, a couple reasons:
- It’s good to build the habit and process now
- If you only have 4 hours a week to focus on growth tactics, you’d better make really sure that you’re performing the right ones
The importance of a good system to score your experiments and prioritize them arguably is highest when it’s just you.
I’ve been consulting & leading teams to build scalable growth marketing solutions for nearly 15 years now. In that experience, I have learned a few key problems which trip up teams. A big one is: how do I know what the next experiment that we run should be?
To answer that question, I built a 4-stage scoring rubric: the PIER Growth Framework: Priority, Importance, Ease, and Result.
Every experiment you can think of for your growth team can be evaluated by these 4 criteria. Each criteria is rated from 1 – 5, (1 is bad, 5 is good) and in the end we multiply them all together to generate a PIER score.