The channel that closed the sale didn’t create it

Your cheapest acquisition channel may simply be the one standing closest to the decision, and the reporting that flatters it quietly defunds whatever caused the demand.

By Steve 5 min read
Abstract bridge artwork for The channel that closed the sale didn’t create it

Look at almost any acquisition report and the same shape appears. Branded search is the cheapest source of enquiry. Retargeting looks excellent. The comparison directory converts at a rate nothing else comes near. Meanwhile the trade show, the referral programme, the content that took a year to build and the outbound team all sit at the expensive end, defended by whoever owns them rather than by the numbers. Before reallocating anything, it is worth asking what that report is actually ranking. In most cases it is not ranking which channels…

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