Strategy, bets and reports
A strategy is a 90-day bet on one goal. 10ex researches how to reach it, builds a plan and the campaigns to carry it out, measures the result against targets, and writes up what it learned when the bet ends.
You’ll find the running strategy on Home and on its own page. Past strategies are in Bet history.
The life of a strategy
| Stage | What happens | What you do |
|---|---|---|
| Goal | You pick a goal worth 90 days, from suggestions or your own words. | Pick or type the goal. |
| Research | A swarm of research agents explores different ways to go to market, then the CMO scores them. | Wait a few minutes, then read the report. |
| Plan | The CMO locks a theme, sets success targets, drafts one campaign per channel, writes the content and finds audiences. | Click Approve & build plan, then review. |
| Live | The measurement window is open and campaigns run. | Click Activate, then watch results. |
| Ended | Final numbers are frozen and a postmortem is written. | Click End strategy when you’re done. |
Research: scored ways to go to market
The research swarm looks at your market from several angles. Each possible approach is scored on the same checks:
- Market trend
- Why now
- How big is the problem
- Who to target
- Buying signals
- Competitive landscape
The research report shows the recommended approach and its score, the top options, and a comparison table of all of them. You can open it as its own page to print or share. If the research fails partway, the page says so and lets you retry.
The plan
A built plan has:
- Theme and hypothesis: what you’re betting on and why the data supports it.
- Success criteria: the targets you’ll be measured on, such as MQLs, visitors and lead-to-MQL conversion.
- Segment: who you’re targeting (industry, size, geography, tech stack) and the buying signals to watch for.
- Offer: what you’re putting in front of them.
- Campaign suite: one campaign per channel, each with its content, audience and a scoreboard for that channel. Each campaign shows whether it’s ready to launch, and what’s missing if it isn’t.
- Recommendations: what to do next, shown after the campaigns.
Activating
Activate opens the measurement window and launches every campaign in the suite that’s ready. Ads go live. Email campaigns start sending. Campaigns that aren’t ready stay as drafts until you complete them, and the result lists what each one needs.
While the strategy runs, Home tracks your success targets for the date range you choose.
Ending and the postmortem
End strategy stops the bet and freezes its final outcomes for Bet history. Your campaigns keep running until you stop them yourself.
The CMO then writes a postmortem:
- What worked and What broke,
- what it now knows about your business,
- proposed targets for next time, based on what you actually hit,
- recommendations for the next strategy.
Bet history
Bet history lists every strategy, running and ended, with the final numbers recorded when it stopped. Use it to compare bets over time.
Reports
Strategies feed Reports, along with campaign and analytics data. See the Reports guide.