When it comes to growth channels, things are as straightforward as they seem. Attribution is as complex as ever, and if you move too fast, you risk wasting money on strategies that “don’t work”, not because they can’t, but because you’re too early.

In this episode of In Demand, Asia and Kim dig into how to understand which channels work (or don't). They unpack false positives and false negatives, the pitfalls of premature ad testing, and why channels should be evaluated as part of a larger system, not in isolation.

If you’ve ever wondered whether a channel failed because of timing or execution, this episode will help you separate signal from noise.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

• (00:01:00) - How false positives and false negatives can mislead your marketing strategy.
• (00:03:30) - Why it's possible to be too early into a marketing channel and how channels stack.
• (00:07:30) - How to do attribution by channel correctly.
• (00:10:15) - Customer interviews give a more complex picture of attribution.
• (00:13:00) - How to uncover your customer journey using interviews and jobs-to-be-done.
• (00:16:30) - When ads look like they’re working, but conversions tell another story.
• (00:26:00) - The product’s role in growth: if your PLG SaaS product can’t close, your ads can’t save you.
• (00:32:50) - How to tell if your company is too early for a channel or program.
• (00:35:30) - When it can be too early to go to a sales-led strategy.