If your team spends Mondays arguing over dashboards and guessing what to optimize, it’s time for a change. The Five Forces Playbook turns data into decisions with a simple, repeatable weekly routine.

The Monday Routine

Step 1: Sort campaigns by Intention

• Define the goal and North Star KPI for each campaign.

Step 2: Set measurement period  - Expectation

• Ensure the reporting period matches the campaign intention.

Step 3: Scale winning campaigns - Action

• Increase budget where KPIs indicate success.
  

Step 4: Chill stable campaigns

• Do nothing; maintain campaigns performing within the target range.

Step 5: Diagnose Kill zone campaigns

• Use the Optimization force to find the bottleneck: traffic, budget, creative, product, or customer quality.

Step 6: Measure the North Star KPI - Outcome

• Assess each campaign based on the outcome that matters.

Step 7: Record decisions - Optimization

• Log all actions and inactions in a decision log for accountability and future reference.

Run this routine for four weeks and two things happen:

• Less wasted ad spend
• Teams stop arguing

Consistency aligns everyone with a logical approach to measurement and decision-making.

Implement the Five Forces Monday routine in your team and see immediate improvements in efficiency and results.

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FREQUENTLY ASKED QUESTIONS

What is the Five Forces Playbook?

A structured weekly routine using Intention, Expectation, Action, Outcome, and Optimization to ensure marketing decisions are evidence-based and repeatable.

How does the Monday routine reduce wasted ad spend?

By measuring campaigns correctly, scaling the right campaigns, chilling stable campaigns, diagnosing kill zones, and logging decisions, teams avoid random budget allocation and inefficient tweaks.

How long before I see results using the Five Forces Monday checklist?

Typically, running the routine for four weeks aligns teams, reduces arguments, and optimizes spend for predictable growth.