Build your channel strategy
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Build your channel strategy
Identify the channels where your buyers actually spend time, allocate budget with confidence, and build a distribution plan that compounds reach over time.
Identify the channels where your buyers actually spend time, allocate budget with confidence, and build a distribution plan that compounds reach over time.
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 to figure out how much traffic you actually need, then calculate the maximum you can spend per lead whilst staying profitable. This tells you which channels are even possible before you waste budget testing everything.
The hottest traffic (people comparing you to competitors) is expensive but easiest to convert. Start there, dominate it, then work backwards to warmer traffic, then cold traffic as you hit channel limits.
Focus beats diversification. Scale one channel until it stops working efficiently, then add one more. Always have a backup channel started, but put 80% of effort into your primary channel.
The total number of times your brand appears in front of potential customers across all channels.
How do you get the right people to notice you without burning budget?
Raise prices strategically through better packaging, value communication, and positioning so revenue grows without adding customers.
Develop cross-sell and upsell motions that expand accounts by solving more problems for customers who already trust you.
Build retention strategies, success milestones, and renewal processes that keep customers committed for longer periods.
Strengthen your closing approach — objection handling, negotiation, and follow-through — so more proposals turn into signed contracts.
Streamline your proposal workflow and improve how you present solutions so more qualified deals receive a clear, compelling offer.
Sharpen your discovery process and scoring criteria so more meetings convert into qualified pipeline with real potential.