
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. Separate agency fees from advertising, software, and production costs.
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. Use the findings to update the brief for the next stage.
- A written brief
- Named responsibilities
- Agreed review points





