The Channel Staircase
A channel plan based on evidence, not opinions.
Organic first. Paid last.
A channel testing sequence. Start with low-cost learning channels, find the message that converts, then add paid spend only when the signal is clear. You run the channels. We build the harness that scores them.
Timeline2.5–4.5 weeks from stack access to handoff
Plan fitFits the $3,500 plan sheets-only · $5,000 adds CRM pull + weekly digest
Run this play if
- You're debating which channel's next
- You can define a qualified conversion
- Someone can run weekly tests
- You want proof before paid spend
Skip it if
- You want us running your channels
- No conversion definition, no willingness to pick
- Nobody has hours to run tests
If that’s you, another play fits better. Find it in 60 seconds →
Week by week
2.5–4.5 weeks from stack access to handoff
Scope
4-5 days
Fit check, conversion definition, graduation rules signed
Build
1-2 weeks
Sheet, baseline import, attribution pull, live dry-run
Train
1 session inside a week
Owner drives a flag decision and threshold change live
Own
yours
Thresholds, decisions, and channels fully yours
How to measure this play’s success
Decisions within 14 days
The number that decides it
Cost per conversion
On your dashboard
Channels scaled or killed
On your dashboard
Baseline captured before we ship · reviewed at the 30-day check-in.
EvidenceHow Proxycurl sequenced it: founder cold email first, SEO compounded next, paid added last, per the founder's blog.
What happens next
We build it, document it, and hand it over.
You own the staircase. Your team keeps running the channels, logging tests, and making the keep, kill, or scale calls the dashboard flags, and every decision now has a number behind it. Paid spend enters only when your own data says the message converts.