Emerging Channel Evaluation Framework
by Adam Grenier • Advisor & Investor at Reforge / A16Z (Scout) / Self-Employed
Former Head of Growth Marketing & Innovation at Uber, VP of Product & Marketing at Lambda School, and VP of Marketing at Masterclass. Currently advises startups and invests.
🎙️ Episode Context
Adam Grenier joins Lenny to discuss the evolution of growth marketing, offering a framework for evaluating emerging acquisition channels like TikTok or influencers. He defines the 'Growth CMO' role, contrasting it with traditional marketing leadership, and emphasizes the integration of product and marketing. The conversation also covers mental health, distinguishing between burnout and depression in high-pressure tech environments.
Problem It Solves
Prevents teams from wasting resources on 'hot' new channels (like Clubhouse or VR) that don't align with their business model or stage.
Framework Overview
A three-step framework to determine if a company should invest resources into a new or unproven acquisition channel, focusing on strategic fit, channel maturity, and internal readiness.
⚡ Step-by-Step Framework
Strategic Overlap: Ensure the channel's strengths align with customer needs and company goals.
Channel DNA: Assess the channel's trajectory, risk of change, and monetization model.
Company DNA: Evaluate internal risk tolerance, resource bandwidth, and the stability of existing channels.
Strategic Overlap: Ensure the channel's strengths align with customer needs and company goals.
Channel DNA: Assess the channel's trajectory, risk of change, and monetization model.
Company DNA: Evaluate internal risk tolerance, resource bandwidth, and the stability of existing channels.
When to Use
When deciding whether to launch an experiment on a new platform (e.g., TikTok, Influencers, OTT).
Common Mistakes
Jumping into a channel just because it is trending without checking if it serves the specific customer need; expecting immediate scalable results from an immature platform.
Real World Example
Spotify and Clubhouse (Good overlap: Audio-first, discovery needs); Hotel Tonight and Facebook Mobile Ads (Monetization alignment).
Start by assuming you no longer have product market fit... It's a different market now... But if you just assume you need to launch a new channel to fix this problem, you're going to be wrong.
— Adam Grenier