
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. Confirm which expenses need approval before they are incurred.
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. Keep the next round of work small enough to assess clearly.
- A written brief
- Named responsibilities
- Agreed review points





