A scorecard for evaluating a new GTM channel
Assess channel fit before committing substantial time and operating complexity.
Understand the decision
Confirm that intended buyers use the channel in a context where the problem and offer matter. Audience presence alone does not establish attention, trust, or intent. Map how a prospect moves from first contact to a useful next step.
Put the practice to work
Count creative supply, relationship work, response time, technical setup, partner dependencies, measurement limits, and specialist judgment. Include opportunity cost when a new motion pulls attention from a proven channel or important product constraint.
Review and improve
Run a bounded validation with a defined audience, offer, duration, cost boundary, and learning goal. Examine lead quality, follow-up burden, brand risk, and dependency before expanding the whole acquisition path.