How to prioritize opportunities

Overview

This guide walks you through how to score and prioritize opportunities in TheyDo — from scoping your set and adding evidence, to comparing opportunities in the matrix and connecting the winners to goals and solutions.

Before you start

• You'll need at least one journey with opportunities already identified
• To set up or change custom scoring criteria, you need admin access

Steps

1. Scope your set

Rather than scoring every opportunity at once, start with a meaningful subset. For example:

• Opportunities within one journey
• Opportunities owned by one team
• Opportunities in a specific product area or region

This keeps comparisons focused and the matrix readable.

2. Strengthen each opportunity with evidence

Before scoring, link supporting Insights to each opportunity — customer quotes, pain points, research findings, or data points. This builds confidence in your scores and makes the prioritization easier to defend to stakeholders.

3. Score each opportunity

Score opportunities across the three lenses of innovation:

• Customer Value (0–100%) — how much the experience improves if this problem is solved
• Business Value (0–100%) — the impact on revenue, cost, risk, or strategic priorities
• Effort (0–5) — how difficult or expensive it is to execute

TheyDo also computes a Value score — a 50/50 weighted combination of Customer Value and Business Value. This is the score used on the matrix's default X-axis.

Note: If the default scoring criteria don't fit your org, admins can set up custom input scores and formula-based computed scores to match how your team actually evaluates opportunities.

4. Compare in the Opportunity Matrix

Once scored, open the Matrix view to compare opportunities visually. The default axes are Value (computed) vs. Effort, though you can assign any score to either axis.

Use the matrix to identify:

• Top candidates — high value, low effort
• Bigger bets — high value but high effort
• Likely deprioritize — low value and/or high effort

Note: The Opportunity Matrix is available on select plans. If you don't see it, check with your admin.

5. Connect to goals and solutions

After deciding which opportunities to move forward with:

1. Link prioritized opportunities to Goals to connect them to your OKRs or strategic priorities
2. Create or link Solutions against those opportunities to start tracking execution

This turns prioritization into action rather than just a scoring exercise.

Tips

• Reprioritize regularly — opportunity scores can shift as customer needs and business priorities change
• Use custom scoring criteria if the default lenses don't reflect how your org evaluates problems (admins only)
• Share the matrix view with stakeholders to make tradeoffs visible during planning conversations