11. Commercial assessment, prioritisation and investment
Once you’ve assessed your strategies and how they need to be changed to achieve your objectives, you’ll need to prioritise what you do and when.
This requires a commercial assessment of which strategies are ‘good business as usual’, the quick wins (lower value, lower resource) and big wins (higher value, higher resource), small and big losses if they’re not fixed, and which are less important.
Once you’ve prioritised, you’ll be able to create a waterfall of strategies that contribute to the objectives and allocate investment accordingly. This is an iterative process that needs to be considered within the context of the category and competitors.
At the end of the process, you’ll be able to revisit your objectives within the context of the investment to deliver an overall P&L.