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Multi-Channel Roadmap

Sequencing, attribution, scaling

Channel Sequencing

  • LinkedIn first if B2B — Engage with prospect posts on LinkedIn first to build familiarity, then transition to email for 43% higher reply rates. (read more)
  • Email if volume — Email scales to thousands of touches per day while LinkedIn caps at 100 connection requests per week.
  • Content if long cycle — For 6-12 month sales cycles, consistent content nurtures multiple stakeholders through complex buying decisions.

Resources: Predictable Revenue (course, paid) , 30 Minutes to President's Club (Top Sales Podcast) (video, free) , Practical Prospecting Newsletter (Jed Mahrle) (article, free) , LinkedIn to Cold Email Pipeline (article, free)

Attribution

  • Self-reported — Add a required free-text 'how did you hear about us' field on demo forms to capture dark funnel channels. (read more)
  • Multi-touch models — Distribute conversion credit across touchpoints using linear, U-shaped, or data-driven models. (read more)
  • Dark social — Track word-of-mouth sharing in DMs, Slack, and communities that attribution software systematically misses. (read more)

Resources: Chris Walker / Passetto (article, free) , Chris Walker on Dark Social (YouTube) (video, free) , Refine Labs Blog (article, free)

Hiring SDRs

  • Founder-led first — Personally sell to your first 10-20 customers to learn the sales process before delegating it to a hire. (read more)
  • Signs you are ready — Hire after winning 10+ customers with a documented, repeatable sales process and clear ICP definition.
  • Comp structure — Pay SDRs 60-70% base and 30-40% variable on a $70-90K OTE, tied to qualified meetings not just activity.

Resources: Founder-Led Sales Guide (Qwilr) (article, free) , How I Approached Founder-Led Sales (Robert Kracov) (article, free) , Founding Sales: Free Full-Length Handbook (article, free)

Repeatable Playbook

  • Document process — Write down your top 3-5 winning plays with triggers, talk tracks, and KPIs so others can replicate them. (read more)
  • Metrics per step — Track 2-4 conversion metrics per funnel stage to find exactly where buyers stall and deals leak.
  • Onboard new reps — Use a structured 30-60-90 day plan with documented playbooks to ramp new hires faster than average.

Resources: Founding Sales (free) (article, free)

Explore other channels

Content Marketing LinkedIn posts, Twitter, YouTube, newsletter Cold Email Sequences, deliverability, copywriting Foundations ICP, value prop, messaging LinkedIn Outreach Warm leads, connections, follow-ups Cold Calling Scripts, objections, frameworks SEO Keyword research, on-page, link building, technical Paid Acquisition LinkedIn Ads, Google, Meta, ABM Communities Reddit, Slack, conferences

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