
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. Keep a record of approved costs and outstanding decisions.
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. Agree whether the evidence supports keeping, changing, or stopping the approach.
- A written brief
- Named responsibilities
- Agreed review points





