GTM Channel Discovery

• +Growth operators who have run each candidate channel for a buyer like yours
• +Buyers in your target segment, on how they actually found their current vendor
• +Agency leads with visibility of channel economics across several comparable accounts
• +Former performance leads at competitors, on what their cost per qualified lead really was

Every expert is at least six months removed from any company they are asked to discuss. No material non-public information may be requested or shared, calls are monitored, and the audit trail is kept for seven years under the FieldSignal compliance framework.

• +Budget is approved and nobody can say where it should go
• +The founder-led channel has stopped scaling and the next one is a guess
• +You have just raised, and headcount and spend are about to go up against an unproven motion
• +You are entering a new segment or geography where the existing channel may not transfer
• +A channel is being defended internally on sunk cost rather than evidence
• +Two people on the leadership team disagree and neither has data

• +A written qualified-customer definition, agreed before anything is tested
• +Parallel tests across the candidate channels, each with a stop condition set in advance
• +Weekly read-outs while the tests run, so nothing lands as a surprise at the end
• +A ranking by qualified customers produced, not by clicks, sign-ups or impressions
• +The reasoning behind every result, including every channel we tell you to drop
• +A budget allocation plan weighted to the channels that cleared the bar

• +Enough test budget for each paid channel to reach a readable signal. We size this with you first and will say if it is too thin to learn anything
• +Access to your analytics and CRM, or whatever you use to see what happened after the click
• +Someone who can approve creative and copy inside a few days, since a slow approval loop is the most common cause of a slipped timeline
• +Agreement, in writing, on the qualified bar before we start. This is the part clients want to skip and the part that decides whether the results mean anything

01Do you run the ads yourselves?

No. We design the test, agree the qualified bar, set the stop conditions and read the result. Execution runs through your team or your agency. We do not sell media, take commission or manage spend, which is the whole reason our answer on whether a channel is worth running is worth having.

02What counts as a qualified customer?

Whatever you cannot fake. Across the nine published studies it has been a published guide, an activated trial, a launched campaign, a booked pilot and a completed transaction. In B2B software it is usually a qualified opportunity rather than a demo request. Agreeing this is most of the work, and skipping it is why so many channel tests are unreadable afterwards.

03Why five channels?

It is what has fitted the budget and the calendar in practice, not a rule. Five is enough to cover the plausible candidates and few enough that each one gets the volume it needs to be readable. If your situation only has three realistic candidates we will test three and say so.

04What if the answer is that none of the channels work?

We deliver it. It has usually meant the buyer definition or the positioning is wrong rather than the channels, and the right next step is the ICP work, not another round of tests.

05How much budget do the tests need?

It depends on your price point and how many buyers exist, so we size it with you before starting. The honest version: if the budget cannot get each paid channel to a readable signal, the test will produce noise, and we would rather tell you that upfront than take the fee.

06Can we run this while our current channels keep going?

Yes, and most clients do. The tests run alongside whatever is already working. We only ask that you do not change the existing spend mid-test, because it makes the comparison unreadable.