Multichannel GTM

Everyone loves the idea of “multichannel.”
LinkedIn, cold calls, emails, DMs, gifting… throw it all in and hope something sticks.

But here’s the truth: most teams go multichannel way too early.

If your email game isn’t working, spraying the same weak message across five channels won’t magically fix it. It just makes you annoying in more places.

So when should you add channels?

Here’s my rule of thumb:

· Channel One (Email): Start here. If you can’t write a compelling email that gets replies, you won’t magically get replies on LinkedIn. Nail the message first.

· Channel Two (LinkedIn): Add it when your ICP is active there. Think of it as reinforcement — your email lands better if they’ve seen your name pop up in their feed.

· Channel Three (Calls): Add them when deal sizes justify the extra effort. A $5k ACV? Probably not worth the dial. A $50k ACV? Pick up the phone.

· Channel Four (Gifting): Break glass in case of whales. Reserved for high-value accounts where standing out is worth the effort.
I recently saw a job seeker deliver 50 boxes of donuts to hiring managers with a note: “I’ve been looking for a role, thought this might be a sweet way to get your attention.”
It worked — he got interviews.
That’s the power of gifting: not bribery, but memorability. The goal isn’t donuts; the goal is standing out.

Notice the pattern?
Each channel is a multiplier — but only if the core message already works.

If your foundation is weak, going multichannel just means you’re spamming in stereo.

Yours,
—R