Score every marketing idea or task by Reach, Engage, Activate, and Nurture — then weigh it against cost, so the funnel decides what ships next, not the loudest voice in the room.
Use TemplateREAN maps every marketing activity to the stage of the funnel it moves — Reach, Engage, Activate, or Nurture — originally framed by Xavier Blanc and popularized by Steve Jackson in "Cult of Analytics". Read how to customize REAN for your marketing goals .
Reach
Actions that raise brand awareness and pull in new audience.
Scored 0–3 — e.g. "0 = no traffic, 3 = 500+ visits".
Engage
Activities that improve how people interact with the brand.
Scored 0–3 by MoSCoW-style impact: won't → must impact.
Activate
Work focused on increasing the number of people taking action.
Scored 0–3 — e.g. trial signups, checkout starts, demo requests.
Nurture
Tasks that retain and re-engage existing customers.
Scored 0–3 by repeat visits, renewals, or reactivation rate.
The four funnel scores sum into an impact number, then divide by cost — time and promotion budget, each also scored 0–3 — so a cheap idea with modest impact can outrank an expensive one.
Ducalis computes the score live as your team fills in each field, no spreadsheet required.
┌────────────────────────────────────────────────┐ │ REAN FUNNEL · SCORE │ ├────────────────────────────────────────────────┤ │ │ │ Reach 3 500+ visits │ │ Engage 2 avg. session 4m+ │ │ Activate 1 trial signups │ │ Nurture 1 repeat visits │ │ │ │ Impact = 3+2+1+1 = 7 · Cost = 2 │ │ Priority = 7 / 2 = 3.5 │ └────────────────────────────────────────────────┘
Once every marketing idea or task carries a REAN score, the backlog sorts itself. No more guessing what's next — the highest-scoring campaign sits at the top.
┌──────────────────────────────────────────────┐ │ BACKLOG · RANKED BY REAN │ ├──────────────────────────────────────────────┤ │ CAMPAIGN / TASK SCORE RANK │ │ "SEO landing page" 3.5 #1 │ │ "Retargeting ads" 2.0 #2 │ │ "Referral program" 1.2 #3 │ │ │ │ ▸ re-ranks live as inputs change │ └──────────────────────────────────────────────┘
Three campaigns, four funnel inputs each, one ranked list — this is what a REAN-scored backlog looks like in practice.
| Campaign / Task | Reach | Engage | Activate | Nurture | Cost | Score | Rank |
|---|---|---|---|---|---|---|---|
| SEO landing page | 3 | 2 | 1 | 1 | 2 | 3.5 | #1 |
| Retargeting ads | 2 | 1 | 2 | 1 | 3 | 2.0 | #2 |
| Referral program | 1 | 1 | 1 | 3 | 5 | 1.2 | #3 |
REAN is a built-in framework — no setup, no custom fields to wire up. Open a board, pick REAN, and start scoring your marketing backlog.
Prefer RICE, ICE, WSJF, MoSCoW, or your own criteria? Switch frameworks anytime — the same backlog carries over.
┌────────────────────────────────────────────────┐ │ SCORE THIS CAMPAIGN / TASK │ ├────────────────────────────────────────────────┤ │ Reach [ 3 ] 500+ visits │ │ Engage [ 2 ] avg. session 4m+ │ │ Activate [ 1 ] trial signups │ │ Nurture [ 1 ] repeat visits │ │ Cost [ 2 ] time + budget │ │ │ │ ▸ Priority Score 3.5 · auto-computed │ └────────────────────────────────────────────────┘
REAN fits anywhere a marketing team has more campaigns than budget — here's where it shows up most.
┌────────────────────────────────────────────┐ │ MARKETING BACKLOG │ ├────────────────────────────────────────────┤ │ Sorted by REAN priority │ │ │ │ 3.5 SEO landing page │ │ 2.0 Retargeting ads │ │ 1.2 Referral program │ │ │ │ ▸ top of list = next sprint │ └────────────────────────────────────────────┘
┌────────────────────────────────────────────┐ │ TEAM SCORING SESSION │ ├────────────────────────────────────────────┤ │ Growth Reach 3 · Engage 2 │ │ Content Activate 1 · Nurture 2 │ │ │ │ Consensus priority → 3.5 │ └────────────────────────────────────────────┘
┌────────────────────────────────────────────┐ │ QUARTERLY FUNNEL REVIEW │ ├────────────────────────────────────────────┤ │ Top 20% by priority score │ │ auto-promoted to roadmap │ │ │ │ ▸ rest stay visible, not lost │ └────────────────────────────────────────────┘
┌────────────────────────────────────────────┐ │ CAMPAIGN #17 → SCORE 3.5 │ ├────────────────────────────────────────────┤ │ "Improve onboarding email" │ │ 58 upvotes folded into Nurture │ │ │ │ ▸ scored, ranked, ready │ └────────────────────────────────────────────┘
Ducalis helps marketing teams capture campaign ideas, estimate cost, and prioritize the backlog with REAN — or any framework your team prefers.
No credit card required. Unlimited users. No time limit.
┌───────────────────────────┐ │ REACH + ENGAGE │ │ + ACTIVATE + NURTURE │ │ ÷ COST = SCORE │ └───────────────────────────┘ ↓ ↓ ↓ ducalis.io