Identify the channels where your buyers actually spend time, allocate budget with confidence, and build a distribution plan that compounds reach over time.
Channel planning is not about being everywhere. It's about picking the right places, mapping your campaigns to how buyers actually think, and making sure every euro you spend reaches people who could realistically become customers. Most teams try five channels at once and wonder why nothing sticks.
This playbook helps you calculate how many leads you need, figure out what you can afford to pay for them, and then dominate one channel before adding the next. It's the boring, disciplined approach to demand generation. And it's the one that actually works.
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.
Apply a structured approach to scaling what works: do more of it, make it better, then add new variations to extend your reach.
Systematically evaluate and pilot one new distribution channel per cycle so you always have a backup if your main channel slows down.
Shift your spend toward channels with the lowest cost per acquisition and away from those producing diminishing returns.
Measure how visible you are relative to competitors in your category and set targets for increasing your share of attention.
Spectacle shows which campaigns, content and channels create customers, with funnels and an audience hub that syncs high LTV segments to ad platforms.
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From
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99
per month
Free web analytics platform that tracks website visitors, behaviour, and conversions. Essential for understanding how people use your site and which marketing channels drive results.
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From
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Russel Brunson
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A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.
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?
Increase the average value of your initial contracts through better packaging, value framing, anchoring, and negotiation.
The full journey from first meeting to signed contract. How to improve conversion at every stage of your sales pipeline so more opportunities become revenue.
Build and automate sales follow-up sequences that keep deals moving through your pipeline without manual chasing.
Define your ideal customer profile, craft positioning that differentiates, and choose the channels that reach buyers when they are ready to act.
Build a scoring and qualification framework that separates genuine buying intent from casual interest, so sales invests time where it counts.
The operational wrapper for every consulting engagement. Covers kickoff, communication rhythms, progress reviews, and handover so nothing falls through the cracks.