Diagnose every active channel on ROI, activation, retention and over-dependence — kill the weakest, double down on winners, and keep the motion founder-driven.
Channel over-dependence (one channel >50% of pipeline) is the single biggest hidden risk in early GTM. Without a kill-bottom-3 discipline, founders keep funding losing channels. Without a no-agency rule, $200K of agency spend hides the real channel economics until it's too late.
A senior-led delivery sequence — not a template dump. Each phase is operated with your team, not handed over as a deck.
Pull 6–12 months of spend, pipeline and retention data from CRM, ad platforms and finance into a single channel ledger; reconcile discrepancies.
Compute fully-loaded CAC, payback, contribution margin and 30/90-day retention per channel; expose channels hidden inside agency line-items.
Map channel dependency, single-points-of-failure, attribution overlap and saturation curves; flag any channel >50% of pipeline.
Working session with founder + CFO: kill bottom 3, re-allocate budget to top 2 winners, write the kill-bottom-3 memo with reasoning.
Founder-driven charter signed (no-agency rule until $500K ARR), top-2 channel playbooks shipped, quarterly channel review cadence wired to the dashboard.
2–3 weeks