from the book...
“I’ve included a list of marketing tactics in Appendix B. Each tactic is rated on five factors: Time to Launch, Time to Outcome, Potency, Cost, and Skill Level. The scores are based on my experience and typical business scenarios.
However, the score could differ for you. For example, the Time to Launch score for a website is five out of five (long-time). But if you have a web developer on staff , then you may want to drop that score to a three.
For that reason, I’ve created an Excel-based spreadsheet so you may change scores and weight factors to suit your circumstances.
But remember: this is just another tool to assist you in your decision-making process. Don’t blindly select tactics based on the final ranking of tactics on the spreadsheet.”
— chapter 19, page 103