Channels & budget
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Channels & budget
Calculate volume needed, map campaigns to belief stages across channels, then test and scale winners using more/better/new whilst killing underperformers.
Calculate volume needed, map campaigns to belief stages across channels, then test and scale winners using more/better/new whilst killing underperformers.
Budget allocation without volume calculation is guessing. Channel selection without campaign-to-belief mapping is hoping for the best.
Channel planning is campaign mapping. LinkedIn isn't one thing. It's awareness campaigns educating on problems, consideration campaigns proving solutions work, and remarketing campaigns differentiating your product. Google has display for awareness, search for solution research, and remarketing for product evaluation.
Calculate backwards from your revenue target. Revenue divided by deal size gives you deals needed. Work through conversion rates to calculate traffic required. Add 20% buffer. Then map which campaigns within each channel reach which belief stages.
Cold outreach only works at problem awareness. Talk solution or product and you're too salesy. Search ads catch solution-aware buyers actively researching. Remarketing reaches people evaluating specific products.
Test what works. Scale winners using Hormozi's more/better/new framework. Kill underperformers after four weeks.
This playbook shows you how to calculate required volume with buffer, map campaign types within each channel to belief stages, then systematically test and scale whilst cutting losses.
Work backwards from revenue target through conversion rates to calculate traffic needed per segment, add 20% buffer, then set maximum CAC based on LTV.
Match campaign types within each channel to belief stages, showing which campaigns reach which segments and at what stage of awareness.
Launch campaigns, track CAC and volume weekly, kill campaigns missing targets for 4 weeks, scale winning campaigns using more/better/new framework.
The total number of times your brand appears in front of potential customers across all channels.
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
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Identify repetitive tasks draining time and build workflows that run without you. Use HubSpot and Zapier to automate lead routing, follow-ups, notifications, and data entry.
Set up and run the weekly 12-metric review across all four growth engines. Structure the meeting, assign ownership, use traffic lights, and escalate issues that need attention.
Build a reporting dashboard that tracks the 12 growth metrics across all four engines. Choose the right tool, structure views correctly, and make data actionable weekly.
Map belief-based segments that drive all demand generation decisions. Identify which assumptions your buyers hold vs doubt, then build campaigns around closing those belief gaps.
Keep deals moving forward with automated outreach cadences, task reminders, and nurture sequences that prevent qualified leads from going cold or slipping through the cracks.
