Eleventh step. Which leadgen channels to go into — by stage + SMF dir (usually L) + where ICP actually is + buyer journey. Recommendations only (we don't launch channels here). No gate.
Input — 02 (stage + SMF), 03 (persona: preferred channels / where they hang out), 09 (customer journey: which channel at
which stage), 10 (whether materials for the channel are ready). Read ${CLAUDE_PLUGIN_ROOT}/reference/agency-stages.md
§1 (channels by stages), §3 (order of Stage 1: Distribution — LAST).
GTM enrichment (${CLAUDE_PLUGIN_ROOT}/reference/gtm-frameworks.md §6): 7 GTM-motions
(Inbound/Paid/Outbound/ABM/Community/Partners/PLG) · Bullseye (2-3 channels) · demand-capture vs
demand-generation · CAC = ⅓ LTV · ABM account-math · Growth Loops (5 archetypes).
Reuse
niche-data-finder (outbound-engine-skills: data sources for the niche) · data-research / account-sourcing /
waterfall-enrichment (outbound-engine-skills: how to build a list and contacts) · WebSearch (find REAL communities/groups/associations/directories where this exact ICP is).
Principles (important)
- Distribution — last. First Offer (08) + Proofs (10). Don't scale a channel until there's a valid offer and proofs — otherwise you'll "burn the list".
- Stage dictates the number of channels: 0 → 1 channel (enough for the first 3-5 deals) · 1 → 2-3 tested in parallel · 2 → 1-2 stable + inbound starts · 3 → 3 (out+in+partnerships) · 4 → 4+.
- The channel must match where the ICP actually is (from 03), not "where it's trendy". (E.g. blue-collar owners answer phone/SMS; LinkedIn is weak for them.)
- Adapt channels to the SPECIFIC ICP — name real venues, not abstract categories. Instead of
"FB groups" — specific groups/subreddits/associations/directories/software communities/events/podcasts where
this exact persona is dense (from 03 persona "where they hang out" + 09 journey +
WebSearch). If the ICP is really there — add this community as a separate channel to the list. Without specifics the channel is inactive. - Always rely on the previous steps: persona (03), customer journey (09), material readiness (10).
- The channel feeds awareness/business-trigger stages of the customer journey (09); later stages — sales/content.
What to assemble
1 · Channel shortlist (scored). Evaluate candidate channels (cold call/SMS · cold email · LinkedIn · niche communities/FB groups · Upwork/marketplaces · partnerships/ecosystem · local events/associations · SEO/content · paid) by: ICP-fit (where the persona is found) · journey-fit · SMF-L impact · speed to first deals · cost/effort per stage. → Choose 1 primary + 1-2 test (for 0-1).
1b · ICP watering holes (SPECIFIC). Research (03 + WebSearch) і name real venues, where
the persona is densely present: specific FB groups, subreddits, associations/chapters, directories, software communities (CRM
ecosystems), best-practice networks, events, podcasts. Each venue with high ICP density → a candidate channel.
2 · Per-channel card (for the selected ones): Role (which stage of the customer journey) · Why fit · Data source / how to get it (where the list comes from — reuse niche-data-finder) · Effort/cost · First action · KPI.
3 · Sequencing. Stage 0 → launch 1 primary until the first 3-5 deals; then test 2-3 hypotheses
(link with hypothesis-builder, outbound-engine-skills), kill the losing ones.
4 · What NOT to turn on now (overshoot guard): premature channels for the stage (e.g. SEO/paid/events at Stage 0 — long payback, no proofs).
Output (Notion)
Sub-page «11 · Channels Plan»: scored shortlist · per-channel cards (with data sources) · sequencing · "do not turn on now" · "Sources / assumptions" block. In Ukrainian.
Definition of Done
- Channel shortlist evaluated; selected 1 primary + 1-2 test (for Stage 0-1) for SMF-L.
- Each selected channel: role (customer journey) + why-fit + data source + effort + first action + KPI.
- Named specific venues for this ICP (real groups/communities/associations), not abstract categories.
- Sequencing + explicit "do not turn on now" list (overshoot).
- Aligned with the principle "Distribution — last" (offer+proofs first). Notion page created.