Channel Prioritisation Framework

Choosing the right customer acquisition channels can make or break your growth strategy.

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Imagine pouring resources into a channel only to see minimal returns or, on the flip side, finding that perfect channel that brings consistent growth at a sustainable cost. This is where a Channel Prioritisation Framework comes in—a structured way to assess which channels align best with your business goals and growth stage.

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Here’s a step-by-step approach to help you make data-backed, effective decisions and prioritise channels accordingly.

Step 1: Start with the Basics – Define Your Acquisition Channels

The first step is to understand what acquisition channels are and why they matter. An acquisition channel is simply a means to reach potential customers and invite them to experience your product. This could range from social media ads to referrals or partnerships with other brands.

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Each channel has unique characteristics. Some are great for getting quick results, while others are more about building relationships over time. Your goal is to identify which channels will help you achieve sustainable growth by bringing in the right kind of customers, at the right cost, and at the right time.

Step 2: Recognise How Acquisition Channels Differ Across Growth Stages

As your product progresses, the way you approach acquisition channels should evolve. Each stage of growth—whether you're just testing product-market fit, entering early scaling, or hitting mature scaling—will have distinct acquisition needs.

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In the initial stages, acquisition channels should focus on learning and feedback, leveraging low-cost, agile methods to gain insights into your audience and refine the product. As you move into early scaling, channels should begin to prioritise measurable reach and cost-effective growth. This is where you expand on what’s proven effective while cautiously testing new options. By the time you reach mature scaling, your channels should be fully optimized for high scalability and efficiency, supporting large-scale campaigns with stable, predictable results.

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In essence, each growth stage brings its own priorities, requiring a strategic shift in your choice of channels to match your product's maturity and business goals.

Step 3: Identify the Key Criteria for Channel Evaluation

To decide which channels to focus on, consider setting criteria that matter most to your business. For example, think about factors like cost, speed of results, and how much effort each channel demands. You might also consider how flexible each channel is in adapting to changes and whether it aligns with your budget.

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Why Set Criteria? Defining clear criteria allows you to compare channels fairly, focusing on what matters most at each growth stage. By using these criteria, you can objectively assess each option and avoid picking channels based purely on intuition.

Step 4: Evaluate Each Channel

Now that you have your criteria in mind, it’s time to evaluate each channel based on those factors. Here’s how to do it:

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1. Detailed Data Approach: If you have the resources, gather specific data points like cost-per-click or return on ad spend for each channel. This provides precise insights but can be time-consuming.

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2. Relative Ratings: If you’re short on detailed data, rate each channel on a simple scale (e.g., High, Medium, Low) for each criterion. This makes it easier to see, at a glance, which channels might best fit your strategy without diving deep into analytics.

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For example, you might find that a social media channel scores high for flexibility but low for scale, while a partnership channel scores medium for cost but high for long-term impact. This comparison can reveal which channels are worth prioritising.

Step 5: Prioritise Based on Your Findings

After rating each channel, it’s time to prioritize. Look at your ratings to determine which channels best match your product’s current stage and goals. Channels that perform well across multiple criteria are ideal candidates for immediate focus, while others can be explored further down the line.

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Think of it as building a toolkit: Start with a few strong channels that meet your goals and add others as you grow. Don’t be afraid to re-evaluate as your business evolves—what works now might not work as well at a different stage.

In summary: make your channels work for you

By following this structured approach, you’ll ensure that your channels align with your business’s needs, from early testing to mature scaling. The key is to stay adaptable and make data-driven decisions that support your growth journey.