Which channels actually bring you clients?
This seven-page guide helps B2B founders and marketing teams review channels using won clients and revenue. Bring ninety days of channel spend, your own time, leads and won deals. ChatGPT or Claude helps tag sources and work through a channel scorecard.
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About this guide
The workflow calculates cost per lead, call and client, then gives each channel a verdict: double down, keep, fix or cut. A fictional agency example shows why cheap leads and a busy channel report can tell a different story from signed clients. It also explains what to do with unknown sources, long sales cycles and small samples.
What's inside
A full-cost channel inventory
Include ad spend, agency fees, tools and your own hours before comparing channels.
Three AI prompts
Tag lead sources, calculate the scorecard and compare one month with the next.
The channel scorecard
Leads, calls, won clients, revenue, cost per client, return and a verdict for each channel.
A worked agency example
Follow the inputs and the resulting verdicts for a fictional B2B web agency.
Actions and review traps
What to do with each verdict, plus first-touch attribution, unknown sources, long cycles and small samples.
Who it's for
- B2B founders and marketers choosing where to put time and budget.
- Teams that can count leads but struggle to trace signed clients back to a source.
- Companies with at least some channel costs and won deals to review.
What you'll be able to do
- Include time as well as cash in a channel's cost.
- Trace won clients back to where they first found you.
- Calculate a comparable scorecard and flag weak evidence.
- Choose one budget or process change to review next month.
Before you start.
What numbers do I need?
The guide uses ninety days of channel costs, leads, first calls, won clients and revenue. You can use a CRM export, spreadsheet or enquiry records. Count your own hours as a cost too.
What if we do not know where clients came from?
The tagging prompt must mark missing sources as Unknown rather than guess. The guide explains how to improve source collection for later runs.
What if our sales cycle is longer than ninety days?
Do not cut a channel just because its open deals have not closed. The guide says to examine the pipeline or use a longer period before judging it.
How do I get the guide?
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