Why we usually cut channels before we add more

The default growth question is "should we be on this platform too?" The better one is usually "which of these is doing half the work for all the money?"

Channels that earn their keep

Every channel you run splits the team's attention: one more report, one more set of creative, one more thing that gets reviewed instead of improved. A channel that returns less than the effort it consumes is costing you twice.

• Give each channel a job - leads, repeat sales, or discovery - and judge it on that only
• Review on a fixed cadence, never mid-flight
• Move the money before you add the channel

We've never seen a client regret consolidating for a quarter. Focus compounds faster than coverage does.