Marketing Strategy
These guides are written for operators who own the marketing decision but do not have a full-time marketing lead to delegate it to. Read them to decide which channels to run, how much budget each one actually needs to produce a signal, and what to build before you spend another dollar on ads.
Quick answer
This pillar covers the strategic decisions a founder makes before opening a single ad account: how to calculate what a customer is worth, how to pick the first channel, how much budget is needed to reach the learning threshold on any given channel, and how to sequence the build. It is written for founders and operators running growth-stage businesses, not for marketing specialists. If you want the framework applied to your specific account and market rather than the framework itself, the Conversion Second Opinion delivers written findings in 72 hours for $999.
The collection
Published
How to build a marketing channel plan when you have limited budget
A five-step channel planning process for operators with $3,000 to $15,000 per month in marketing budget.
Read guide →Coming soon
Attribution decisions
What to count as a conversion, which window to trust, and why the attribution debate is a decision problem before it is a tooling problem.
Coming soon
Channel sequencing
Which channel comes first, which one comes second, and why the sequence matters more than the mix for businesses under $5M in revenue.
Coming soon
When to add a second channel
The specific revenue, margin, and saturation signals that tell you the first channel is ready to share budget with a second.
Limits of a guide
A guide describes the decision sequence. Your business has a specific version of it: a price point, a contribution margin, a buyer who is either actively searching or not yet aware the category exists, a website that either converts at 2 percent or 0.4 percent, and a tracking setup that is either reliable or silently miscounting half the events. The framework will tell you what question to ask. It will not tell you which answer applies to your numbers.
If you have read the guide and the right next step is still unclear, the next step is the Conversion Second Opinion. Written findings, prioritized fix list, 72-hour turnaround, $999, no retainer. The diagnostic reads your actual unit economics, your actual conversion path, and your actual channel mix, and returns the specific sequence that applies to your account rather than the general framework.
Related pillars
The engagement format
$999. 72-hour delivery. Written findings. No retainer.
Get Your Second Opinion