Marketing teams today face a constant flow of projects, campaigns and optimization opportunities, all with the potential to create results.
But when time, budget and resources are limited, the ability to prioritize the right work becomes crucial.
This is where the impact-effort matrix comes in — a simple yet powerful tool that helps organizations identify which activities create the most value relative to the effort they require.
Let’s take a closer look at what an impact-effort matrix is, how it works, and why it’s particularly relevant in a marketing context.
What is an impact-effort matrix?
An impact-effort matrix (also known as a prioritization matrix) is a visual tool used to evaluate and rank tasks or projects based on two factors: the level of impact they are expected to have, and the effort required to execute them.
The matrix is typically divided into four quadrants:
Quick wins – High impact, low effort
These are the initiatives that should be prioritized first. They deliver fast and visible value without requiring extensive resources.
Big bets – High impact, high effort
Strategic initiatives that can significantly influence the business but demand more time, budget and coordination.
Fill-ins – Low impact, low effort
Smaller tasks that can be tackled when time allows. They may not make a big difference but help maintain momentum.
Thankless tasks – Low impact, high effort
Activities that rarely generate enough value compared to the resources they consume. These should usually be deprioritized or eliminated.
Why use an impact-effort matrix in marketing?
In digital marketing, tasks can quickly pile up — from SEO and campaign adjustments to A/B testing, content production and advertising.
Without a clear prioritization framework, it’s easy to spend time on activities with limited effect.
The impact-effort matrix creates structured clarity and makes it possible to:
- Focus on what truly drives results: By assessing each task’s actual return (impact) against the required effort, you ensure that your work supports company goals.
- Support data-driven decisions: The matrix can be combined with data from campaign reports, customer analyses or CRO tests to strengthen decision-making.
- Simplify cross-team collaboration: When marketing, sales and product teams align on the same prioritization framework, it becomes easier to stay coordinated and avoid resource conflicts.
How to build an impact-effort matrix
While every organization’s matrix may look slightly different, there are a few core steps that always apply.
The goal is to create a structured decision framework — not just a theoretical model, but a practical tool usable for campaign planning and ongoing optimization.
1. Identify activities and ideas
Begin by collecting all potential tasks and initiatives across the team. Think broadly and avoid filtering ideas too early.
Brainstorm everything from small adjustments (such as changing a CTA on a landing page) to larger strategic initiatives (such as implementing a new marketing automation system).
Use data for inspiration — for instance, review which campaigns are underperforming or which channels have low conversion rates. This ensures that ideas are rooted in real opportunities for improvement.
2. Evaluate impact and effort
Once you have your list, assess each task based on two axes:
- Impact: What difference will this initiative make? (e.g., improved conversion rate, better user experience, increased traffic, stronger brand value)
- Effort: How many resources are required? (time, money, people, technical complexity, dependencies)
A simple 1–5 scale can be used for both. Adding short notes that explain each score increases transparency and makes the matrix more valuable over time.
To reduce subjectivity, involve multiple perspectives. This ensures a more balanced understanding of both potential and cost.
3. Plot ideas in the matrix
After evaluation, place each idea into the four quadrants: Quick wins, Big bets, Fill-ins and Thankless tasks.
Some teams choose to use color coding (e.g., green for “low effort,” red for “high effort”) to make the visual overview clearer.
Group discussion is often key — the conversation about why an activity belongs in a specific quadrant can be more insightful than the placement itself.
4. Prioritize and plan
Once the matrix is complete, it should be translated into action. Use the four quadrants as a guide:
- Start with quick wins for fast results and team motivation.
- Plan big bets strategically by allocating sufficient resources and defining clear milestones.
- Execute fill-ins when time allows.
- Review and possibly eliminate thankless tasks unless there’s a compelling reason to pursue them.
Finish by creating a prioritized list or roadmap that orders activities by importance.
In this way, the matrix becomes a living planning tool that can be updated and reused over time.
Examples of use in marketing
To make the matrix more tangible, here’s how it can be applied across different marketing disciplines.
1. Content marketing
A marketing team can easily end up with a long list of ideas for blog posts, videos, e-books or newsletters.
The problem isn’t lack of ideas, but lack of resources. The matrix helps create focus.
The team might ask:
- Which topics have high search volume and audience relevance (high impact)?
- Which require deep research, interviews or complex visuals (high effort)?
Sometimes a simple how-to post or republishing evergreen content can outperform a large whitepaper project. The result is more data-driven prioritization and less reliance on intuition.
2. Paid advertising (PPC)
In paid media, where every penny counts, the impact-effort matrix is particularly useful for continuous campaign optimization.
If performance data shows underperforming ads, the team can assess which adjustments provide the best return for the effort:
- A quick update to ad copy or testing new visuals might be low effort with high impact.
- Completely restructuring campaigns or developing advanced automation scripts requires higher investment.
The matrix helps balance short-term quick wins with long-term strategic gains.
3. CRO and website optimization
Conversion optimization often involves a long list of potential A/B tests, design tweaks or UX improvements.
For example:
- Changing the placement of a CTA button might be low effort but high impact.
- Redesigning the checkout process is a big bet requiring substantial development time.
Using the matrix as a filter helps identify low-hanging fruits for immediate wins while strategically planning more resource-intensive projects.
4. Social media marketing
Social media managers face an ongoing stream of ideas for posts, formats and campaigns, but limited execution capacity.
The matrix can help:
- Evaluate which formats (video, infographic, story, etc.) deliver the most engagement.
- Identify which activities can be automated or repurposed from existing content.
The result is a more efficient content plan where effort matches expected return, ensuring that the best ideas are prioritized first.
5. E-mail marketing and automation
In email marketing, the matrix helps determine which sequences or flows to optimize first.
For example, updating a welcome series (low effort, high impact) often drives more conversions than building an entirely new nurturing flow (high effort).
This approach highlights where to start for the greatest business and customer value.
Benefits of using an impact-effort matrix
Integrating this framework into marketing workflows brings several advantages:
- Clear prioritization: Gain a visual overview of where to focus your energy.
- Efficient resource use: Spend time on what actually moves the KPIs.
- Data-driven strategy: Combine the matrix with quantitative data to base decisions on facts, not intuition.
- Team alignment: Easier communication and transparency across departments.
Note: The matrix provides direction but not specific tactical steps. It works best as part of a broader decision framework, for example alongside KPI tracking tools, marketing dashboards, or growth frameworks.
From overview to action
The impact-effort matrix is one of the most effective tools marketing teams can adopt to create focus and momentum in their work.
It helps clarify where resources generate the most value and where to scale back.
By combining strategic thinking with a simple visual structure, the matrix supports better decision-making, reduces wasted effort, and improves coordination.
In a marketing world increasingly driven by data, experimentation and speed, success isn’t about doing more — it’s about doing what matters most.
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