Skip to content
[SOP] Demand Gen Planning and Goal Setting
Share
Explore

icon picker
Channel Strategy

Background

I have always found it useful when I join a company or when mapping out the strategy for the year to put every possible strategy in a table. I like to think about all the things we could possibly do. I find that if we don’t step back, we often move into a mode of focusing on optimizations rather than stepping back and looking for sea changes.
I use this channel strategy sheet to map out every single possible opportunity / channel we should pursue. Below I’ve broken out an example from a company that I worked with. As you can see, for some Focuses, such as SEO, we have broken it out into multiple cells.
When you fill these sheet out, its critical to understand the purpose of what you’re doing. If the goal is to get to 10k leads a month in three months and you’re focused on analytics, then you’re not going to move the needle. If you’re focused on 10k leads in 12 months, it may make sense to knock out analytics early so you can establish measurement and then look to Trial Lead channels to get to your 10k number.
Impact and effort are going to be different by channel for each company depending on the business model, and resources. Some companies are able to get access to development resources easier than others so technical SEO changes may be easier for some than it is for others. Be realistic and keep these things in mind. Writing down impact and effort before helps you to build a hypothesis - make sure to come back and review after starting the project to understand what went right and what went wrong.

Channel strategy
0
Focus
Purpose
Notes / Status
Impact
Effort
Confidence
Start Date
End Date
1
Analytics
Measurement
2
Drip email
Engaged Trial Leads
3
Content SEO
Trial Leads
4
Product site SEO
Trial Leads
5
PPC - Google Ads
Trial Leads
6
PPC - Facebook Retargeting
Trial Leads
7
Website CRO Tests
Trial Leads
8
Partnership Marketing - Website SEO
Trial Leads
9
Partnership Marketing - Co-marketing social
Awareness
10
Partnership Marketing - Co-marketing events / email
Trial Leads
11
SEO Technical Audit
Trial Leads
12
Outbound Email
Sales Leads
13
Press and PR
Awareness
14
Influencer
Trial Leads
15
Capterra / Getapp
Trial Leads
16
Software Advice
Sales Leads
17
Advertise in Trade Pubs
Trial Leads
18
Referral Program
19
App Store SEO
20
App Store Paid
21
Review Sites - Finding new ones
22
Linkedin - Ads
23
Linkedin - Organic
There are no rows in this table
Want to print your doc?
This is not the way.
Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
CtrlP
) instead.