Channel optimization
Most companies optimize channels. The winners optimize the mix.
Each channel team makes its own numbers go up. The SEO chart looks great. The paid chart looks great. Email looks great. Meanwhile blended CAC is rising and nobody can say why. Channels don’t compete in a vacuum — they compete for budget. Until someone optimizes the mix, nobody is optimizing anything that matters.
How we work
We treat channels as a portfolio, not a list.
The work is reading the actual contribution of each channel — not what it took credit for. That means incrementality testing where the stakes are real, a clear view of marginal return at current spend, and the discipline to defund what’s flat-lining even when the channel team disagrees.
The output is a rebalanced budget you can defend in a board meeting and revisit on a monthly cadence — with the kill criteria written down before the next quarter starts.
What we hand off
Five things that move money the right way.
- A channel portfolio view showing actual contribution, not credit.
- Incrementality tests on the channels worth knowing about.
- Reallocation logic — when to move budget, how much, where.
- Kill criteria agreed in advance, so the conversation isn’t a debate later.
- A monthly rebalancing cadence that doesn’t depend on one person being in the meeting.
Channels all hitting target while CAC keeps climbing?
Thirty minutes, no pitch. We’ll figure out whether you have a contribution problem, a credit problem, or a portfolio problem.