Marketing / Channel CAC Ranking

Channel Selection Decision Worksheet

Input your deal size, budget, and infrastructure state, then follow the routing logic to get a prioritized channel recommendation.

Step 1: Stage Gate

I have NOT completed 200 manual outreach touches with 2+ paying customers. Stop here.

Yes, I've completed 200+ touches with 2+ paying customers.

I cannot write my core message in 2 sentences from memory. More manual touches needed.

Yes, I can write my core message from memory.

Step 2: Deal Size

Under $1,200/year (under $100/month) = Route A

$1,200-$10,000/year ($100-$833/month) = Route B

Over $10,000/year (over $833/month) = Route C

Step 3: Monthly Budget

$0-$500/month (organic only)

$500-$2,000/month (one paid channel)

$2,000-$8,000/month (two paid channels)

$8,000+/month (full channel stack)

Step 4: Infrastructure Checklist

Cold Email Infrastructure

Dedicated sending domain purchased (not main domain)

SPF record configured

DKIM record configured

DMARC policy set (minimum p=quarantine)

Domain warm-up complete (4-6 weeks)

Sending tool in place (Smartlead, Instantly, or equivalent)

Verified prospect list with role-matched contacts

Meta Ads Infrastructure

Landing page with 1.5%+ conversion rate on organic traffic

Facebook Pixel installed AND Conversions API connected

At least one creative asset tested organically

Customer list for lookalike audience (minimum 100 contacts)

Google Ads Infrastructure

CRM set up with deal stages

Offline conversion tracking connected

Dedicated landing page(s) per ad group

$5,000+/month budget available

Step 5: Routing Output

Route A (Under $1,200/year ACV)

Facebook Groups (organic)
Content repurposing
Cold email (only after full infrastructure checklist)

Hold paid ads until ACV increases or you have strong LTV data.

Route B ($1,200-$10,000/year ACV)

$0-$500/mo: FB Groups + Cold email (if infra ready) + Content repurposing

$500-$2K/mo: Cold email + Meta retargeting + FB Groups

$2K+/mo: Cold email + Meta (cold + retargeting) + Google Ads (with offline tracking)

Route C (Over $10,000/year ACV)

$500-$2K/mo: Cold email (multi-channel) + Webinar funnel

$2K+/mo: Cold email + Google Ads (exact-match) + Webinar funnel

Step 6: Next Infrastructure Action

Highest priority gap

Action to close it

Estimated time

Channel unlocked when complete