Metrics and go-to-market
Acquisition channels
A catalogue of how demand shows up — time-to-learn, cost shape and when each channel fits. Use it as a brainstorm list, not a to-do list.
Use this as a brainstorm list, not a to-do list. Time-to-signal varies wildly. After you pick candidates, test them with Bullseye and kill the ones that fail channel-market fit arithmetic.
Concept
A channel is a repeatable path from awareness to acquisition. Cost shape is how you pay: labor, variable ad spend, rev share, platform tax. Fit means that shape can clear your CAC ceiling.
The catalogue
| Channel | Typical time to learn | Cost shape | Fits well when… |
|---|---|---|---|
| Content / SEO | Months (compounds) | Mostly labor; low marginal $ | High-intent search; durable queries; docs/dev tools |
| Paid search / social | Days–weeks | Variable $; auctions rise with success | Clear intent or creative that converts; positive payback |
| Outbound / sales development | Weeks | Labor + tools | ICP is listable; ACV pays for human touch |
| Partnerships / integrations | Months | BD time; rev share | Buyers already live in another platform |
| Cloud / SaaS marketplaces | Months | Listing + co-sell motion | Enterprise procurement prefers marketplace |
| Community | Months | Labor; slow burn | Practitioners teach each other; identity matters |
| Open source | Months–years | Eng time; capture via cloud/hosted | Developers must try before buy |
| Viral / referral loops | Weeks–months if product allows | Incentive $ or product UX | Collaboration or status sharing is native |
| PR / launch sites | Spike days | Relationships; one-off | Category moments; hiring/fundraising side effects |
| Events / conferences | Per event | Sponsorship $ + travel | Enterprise trust; concentrated ICP |
| Affiliates / creators | Weeks–months | Rev share | Consumer or prosumer attention markets |
| Existing platforms (shops, app stores) | Weeks–months | Platform tax; policy risk | Where users already are |
Match the channel to the GTM motion: PLG leans SEO, viral loops, app ecosystems, OSS, content. Inside sales leans inbound content plus outbound. Enterprise leans named-account outbound, partners, events, marketplace co-sell.
Walking through fit
The paid-search example from channel-market fit: 2% click→trial, 10% trial→paid, $400 target CAC → max CPC $0.80. If auctions clear at $2.50, this row is not a candidate until conversion or ACV moves. Outbound has the same shape: fully loaded cost per meeting × close rate must clear ACV payback.
A "free" AWS listing is not free if solutions architects spend weeks. Include rev-share and co-sell time in CAC.
Common mistakes
- Treating the table as a to-do list. You need one working channel, not twelve projects.
- Ignoring time-to-learn. SEO will not answer this month. Paid search will.
- Leaving labor out of CAC. Outbound and marketplace co-sell are people costs.
Check yourself
You need a signal in three weeks. SEO or paid search?
Paid search. SEO typically takes months to learn.
Why is a marketplace listing not "free"?
Listing plus co-sell time and rev share belong in CAC.
Key takeaways
- Catalogue channels by time-to-learn, cost shape and ICP fit.
- Match channel to motion. Do not run enterprise events for a mouse ACV.
- One row that clears the arithmetic beats a full table of activity.
- Include labor and rev share in CAC. "Free" channels rarely are.
Further learning
Next, how to test without boiling the ocean: Bullseye.