Purpose
Your stakeholder operates across multiple markets, but they aren't equally important. Some drive most of their revenue. Some carry higher risk. Some have stronger media ecosystems. This tool creates a ranked list with clear tiers to focus resources where they matter most.
The Key Insight: Not every market deserves the same monitoring intensity. Critical markets require weekly intelligence; others need only quarterly check-ins. This prioritization ensures your limited resources generate maximum impact.
How to Use This Tool
Step 1: List Key Markets/Regions
Include all markets where your stakeholder has accountability or interest:
- Current operating markets
- Expansion targets
- Regulatory jurisdictions
- Competitive battlegrounds
Step 2: Score Each Market (1-5 scale)
- Strategic Value (30% weight): Revenue importance and growth potential. How critical is this market to your stakeholder's P&L and strategic plan?
- Narrative Priority (25% weight): How important is reputation in this market? Is it a proof point for the broader story?
- Risk Level (25% weight): Regulatory, competitive, or reputational risk. Higher score = higher risk requiring more monitoring.
- Media Ecosystem (20% weight): Quality of local media coverage and existing relationships. Strong ecosystem = more intelligence opportunities.
Step 3: Interpret the Results
- Critical (≥4.0): Weekly monitoring, dedicated analyst coverage, monthly SIGNAL briefs
- Important (3.0-3.9): Bi-weekly monitoring, shared analyst coverage, quarterly SIGNAL briefs
- Monitor (< 3.0): Monthly check-ins, exception-based alerts only
Step 4: Connect to PBI
Use this prioritization to inform your Media Weighting Matrix (which outlets matter in Critical markets?) and Competitor Scorecard (who are we competing with in these markets?).