Order of operations
Early teams often buy ads before the offer is clear or forms are tracked. Reverse that sequence.
- Positioning: Who it is for, what changes for them, why you versus alternatives.
- Website: One primary CTA, proof, and pricing posture you can defend.
- Instrumentation: Analytics, conversion events, and a basic CRM or even a structured sheet with owners.
- One channel: Search, LinkedIn, or partnerships — pick where your buyers already look.
Kill criteria
Define what “this channel is not working” means before you spend. Learning is the goal of early tests; ego is not. Write down insights weekly so the next hire or agency does not restart from zero.
Complexity can come later. Clarity compounds sooner.