Acquisition Channel Advisor

# Example: Channel Evaluation Conversation Flow

This shows a full conversation using the acquisition-channel-advisor skill.

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## Scenario: Evaluating Content Marketing Channel

### Step 0: Initial Request

**User:**
"Should we scale our content marketing spend? We've been investing in SEO and blog content for 6 months."

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### Step 0: Context Gathering

**Agent:**
"Let's evaluate your content marketing channel. Please provide:

**Channel details:**
- Channel name: Organic content (blog, SEO)
- How long: 6 months
- Current monthly spend: $___

**Customer acquisition:**
- Customers acquired per month (from this channel): ___
- CAC for this channel: $___ (if known)

**Business context:**
- Blended CAC (all channels): $___
- Blended LTV: $___
- Current MRR/ARR: $___
- Target growth rate: ___% MoM or YoY

You can provide estimates if you don't have exact numbers."

---

**User:**
"Here's our data:

**Channel:**
- Organic content (blog + SEO)
- 6 months running
- Monthly spend: $15K (2 content writers + SEO contractor)

**Acquisition:**
- ~75 customers/month from organic
- CAC: ~$200/customer

**Business context:**
- Blended CAC: $600 (across paid, outbound, organic)
- Blended LTV: $3,000 (24-month avg lifetime, $125 ARPU, 75% margin)
- Current ARR: $1.8M
- Target: 10% MoM growth ($15K MRR growth/month)"

---

### Step 1: Unit Economics

**Agent calculates:**
```
Channel CAC: $200
Blended CAC: $600
Channel is 3x more efficient than blended! ✅

Channel LTV: Need to confirm if similar to blended
Blended LTV: $3,000
```

**Agent:**
"Great! Your content channel has CAC of $200 vs. blended $600—that's 3x more efficient.

**Now let's confirm customer quality:**

**Do customers from organic content have similar LTV to other channels?**

1. **Similar** — They stick around ~24 months like blended average
2. **Higher** — They churn less or expand more (longer lifetime or higher ARPU)
3. **Lower** — They churn faster or are smaller deals
4. **Unknown** — We need to analyze cohort retention data

Choose a number."

---

**User:**
"2 — Higher. Content customers tend to be better educated about our product and have lower churn. I'd estimate 30-month avg lifetime instead of 24-month."

---

**Agent calculates:**
```
Channel LTV (adjusted):
- ARPU: $125/month
- Lifetime: 30 months (vs. 24 blended)
- Gross margin: 75%
- Channel LTV = $125 × 30 × 75% = $2,812

Wait, that's lower than $3,000 blended?
Let me recalculate using the LTV formula...

Actually, if lifetime is 30 months:
LTV = $125 × 30 = $3,750 gross revenue
LTV = $3,750 × 75% margin = $2,812 net LTV

Hmm, but blended LTV was $3,000. Let me ask for clarification.
```

**Agent:**
"Let me confirm: If content customers have 30-month lifetime vs. 24-month blended, and same $125 ARPU:

- Channel LTV = $125 × 30 × 75% = $2,812

But you said blended LTV is $3,000. Does blended include expansion (upsells/cross-sells) that content customers might not have as much of?"

---

**User:**
"Oh right, good catch. Blended LTV includes expansion. Content customers actually stick around longer (30mo vs. 24mo) BUT they expand less. So their total LTV is about $3,200—slightly higher than $3,000 blended."

---

**Agent calculates:**
```
Channel CAC: $200
Channel LTV: $3,200
LTV:CAC = $3,200 / $200 = 16:1 ✅✅✅ (exceptional!)

Payback Period:
Monthly ARPU: $125
Gross Margin: 75%
Monthly Gross Profit: $125 × 75% = $93.75

Payback = $200 / $93.75 = 2.1 months ✅✅✅ (extremely fast!)
```

**Agent:**
"Excellent! Here are your unit economics for organic content:

**Unit Economics:**
- CAC: $200
- LTV: $3,200
- **LTV:CAC: 16:1** ✅✅✅ (exceptional—well above 3:1 threshold)
- **Payback: 2.1 months** ✅✅✅ (extremely fast—well under 12-month target)

This channel has outstanding unit economics. Let's check customer quality next."

---

### Step 2: Customer Quality

**Agent:**
"You mentioned content customers stick around longer (30mo vs. 24mo). Let's confirm quality metrics:

**1. What's the churn rate for customers from