Chapter 8
When to kill a channel (and which one to try first)
10 min
Core Premise: Channels are not interchangeable. Each has different economics and effectiveness at different company stages. Channel Selection prevents waste on channels that cannot work.
The Channel-Stage Fit Matrix
| Channel | Pre-PMF | Early Scale | Growth | Scale |
|---|---|---|---|---|
| Founder Outbound | Optimal | Viable | Limit | Avoid |
| LinkedIn Ads | Avoid | Viable | Optimal | Optimal |
| Meta Ads | Avoid | Limit | Viable | Optimal |
| Google Search | Limit | Viable | Optimal | Optimal |
| Content/SEO | Limit | Viable | Optimal | Optimal |
The Channel Selection Protocol
Step 1: Calculate CAC Ceiling - What can you afford to pay?
Step 2: Assess Stage Fit - Is the channel viable at your stage?
Step 3: Verify ICP Presence - Are your buyers on this channel?
Step 4: Confirm Minimum Spend - Can you afford the minimum viable spend?
Step 5: Establish Kill Criteria - Define when to stop.
Channel Economics
LinkedIn - Minimum viable spend: $5k-10k/month - Typical CPL: $50-150 - Best for: High-ACV, enterprise targeting
Meta - Minimum viable spend: $3k-5k/month - Typical CPL: $20-60 - Best for: Retargeting, broad awareness
Google Search - Minimum viable spend: $5k-15k/month - Typical CPL: $75-200 - Best for: High-intent capture
Reading about the problem is one thing. Locating yours is another.
The PACED Diagnostic asks fifteen questions and returns your estimated PACED Yield and the gate costing you most. About ten minutes.