Evaluate channels alongside your product, market and business model.
How can Brian Balfour’s Four Fits inform a channel investment? We distinguish the framework’s context from Hornpiper’s application advice.
Market and GTM decisions
Which customers should you reach, with what offer and through which channels? Analyses and practical notes on positioning, buying situations, channel choices and commercial priorities.
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Positioning is context design before it is message writing.
April Dunford’s work shows that positioning is not a creative slogan. It is a decision system that defines what customers compare a product with and why its value matters.
What is a GTM system and how is it different from a channel plan?
Distinguish go-to-market strategy from Hornpiper’s working definition of a GTM system, including channel planning, ownership and feedback.
If ads do not drive sales, what should you diagnose first?
When advertising does not produce the expected sales, assess audience, offer, sales follow-up and measurement records separately.