In debates about which channels to prioritise, the most overlooked factor is leadership alignment. If the CEO envisions brand building while the COO demands immediate leads and the CFO cuts budgets unpredictably, no channel strategy will succeed.
Alignment means agreeing on the purpose of marketing, the time horizon for results and the metrics that matter. Once leadership is aligned, channel decisions become straightforward: invest in the places your audience pays attention to and that support your agreed objectives.
Without alignment, even the best channel choices will be undermined by conflicting directives and resource shifts. Unify the leadership team first; channels come second.
