Channel Selection Framework

Choose channels based on speed to pipeline and whether they capture or create demand.

Decision Model

Do not ask which channels exist. Ask which channels fit your market and revenue model.

Demand Type

Capture

Capture + Slow

SEO AEO

Capture + Fast

PPC

Create + Slow

ABM LinkedIn Outreach

Create + Fast

Outbound Email Cold Calling

Create

Slow Speed to Pipeline Fast

Start narrow. Scale only after repeatability.

Buyer behavior

Choose channels that match how the ICP actually researches and responds.

Deal economics

Higher ACV can justify more outbound and ABM investment.

Time to pipeline

Use PPC or outbound when speed matters more than compounding.

Execution capacity

It is better to run 1–2 channels well than 5 channels poorly.

Start with 1–2

Prove repeatability

Then scale