The E-A-S-Y Framework is sequential, not parallel. Each phase creates the conditions that make the next phase work. The framework treats execution capability as the standard against which every strategic decision is tested — because a strategy that cannot be executed is not a strategy.
E
Evaluate
"We launch campaigns before we know who we're really selling to."
- ICP definition from win-loss evidence
- Market and competitive mapping
- Positioning audit and category design
- GTM motion gap analysis
Primary output
Working ICP brief and positioning document both functions can act from immediately
A
Architect
"Our campaigns run but nobody can explain which ones worked."
- Channel strategy with rationale
- CRM and MAP configuration
- Lead definition and handoff process
- Attribution model implementation
- Sales-marketing alignment model
Primary output
Documented revenue system ready to receive and accurately measure execution activity
S
Ship
"We run five channels simultaneously and learn nothing from any of them."
- Demand creation programme launch
- Demand capture activation
- ABM plays for tier-1 accounts
- Sales enablement deployment
Primary output
Pipeline in development and early signal data on what channels and messages are working
Y
Yield
"Marketing reports on MQLs. Sales reports on opps. Nobody explains the pipeline number."
- Multi-touch revenue attribution
- CAC by channel calculation
- Monthly performance review
- Investment optimisation decisions
Primary output
Monthly attribution report connecting every investment to pipeline and revenue with optimisation decisions
⚙️
Sequential, not parallel
Phases are run in order. Each creates the conditions that make the next phase accurate and efficient. Skipping Architect to get to Ship faster is the most common cause of campaign spend that cannot be explained.
📐
Execution as the standard
Every strategic decision is evaluated against whether it can be executed given the company's current capabilities, channels, and commercial context. If it cannot, it is an aspiration, not a strategy.
🔄
A running system, not a project
The Yield phase closes the loop. The intelligence it produces makes the next Evaluate phase more accurate, the next Architect phase more precise, and the next Ship phase more efficient. The framework compounds over time.
