Before you give up a channel, ask these 7 questions:

• Could this channel be worthwhile if we measured it against a different objective (awareness v conversions)?
• If you had unlimited resources, what would make the performance improve on this channel?
• Which other companies (similar to ours) are using this channel at scale?

• How do we know that what we’ve done until today is the right thing?
• What’s the mindset of prospects when they get to this channel?
• What does the customer’s journey look like for this channel?
• Which signals indicate that we’ve hit a wall?
What else would you add?

Every channel has constraints, but that doesn't mean it's not a good opportunity.
These questions will help you figure out how to mitigate or reverse the constraints.
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