
Review the whole cost
Include production and staff time when comparing channels. A campaign with cheap inquiries can cost more if every lead needs extensive qualification. Make the budget match the work the team can realistically deliver.
Trace how someone first hears about the business, compares the offer, makes contact, and becomes a customer. Find the stage that loses suitable prospects before choosing more channels. Choose the next task from the review rather than repeating the calendar.
- A written brief
- Named responsibilities
- Agreed review points





