When to invest in new acquisition channels

There's very few companies that I recommend saying, 'Yes, go put energy on this brand new channel that you don't know how to scale yet before you've figured out some type of volume on Google and Facebook.'

Brand new channels, I don't know, they rarely work or are worth the effort early that you hope that they will be. Like 5% of the time.

If you just assume you need to launch a new channel to fix this problem, you're going to be wrong, because your entire customer base changed, not just the next 10% of customers that you're looking for.

One of the biggest signals for me is adaptability goes down really fast. When you're looking for ways to minimize the challenge or the opportunity, I think that's a pretty good signal that they may be more burnt out than just exhaustion.

In this context, "fishing" means putting out initial exploratory efforts to test a new marketing channel and see if there's any promising response, similar to testing the waters.

Generally I wouldn't let anything bleed past a quarter. You can probably get some good signal in a month or less, what I would call fishing.

If you are CMO and your product leader aren't married at the hip, you're just missing out on just tons of opportunity.

Product is no longer a part of marketing, but it's actually they're married at the hip. They're one and the same, and most companies aren't operating that way.