In this episode of Rogue Startups, I dug into several pressing questions from the community. From knowing when to pull the plug on a marketing channel to the debate around hiring for support versus sales, we covered ground that matters deeply to founders and entrepreneurs. Here’s a breakdown of the key takeaways that can help you level up your startup game.

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1. When Should You Know if a Channel is Working?

A common dilemma many founders face is determining whether a new marketing channel is working. If you’ve ever wondered how long you should invest in a channel before calling it quits, you’re not alone.

Here’s how I break it down:

Give New Channels at Least 90 Days: If you’re starting fresh with a channel, 90 days is the minimum timeframe to give it. Less than that is almost never enough.
Existing Channels Need Time Too: Even for established channels that you’re tweaking or optimizing, 90 days is still a good baseline. After that, look at the data to guide your decision.
Focus on Leading Indicators: Whether it’s impressions on LinkedIn, open rates in email campaigns, or early engagement in SEO, you need to assess the leading metrics first. These are the earliest signs that a channel is gaining traction.

For example, if you’re working on LinkedIn, impressions tell you whether your content is even being seen. Engagement and DM conversations are steps that follow, but focusing on what starts the funnel will help you decide if you should stick with it.

2. The Support, Success, or Sales Dilemma

Another big question I often get asked is, “How do I know whether I need to hire for support, sales, or customer success?” This decision depends largely on where your business is in its growth stage and the roles you want to fill.

Support Roles: These are typically more reactive—answering support tickets, maintaining a knowledge base, and troubleshooting. If customers are having common issues, or if onboarding is a bottleneck, it might be time to bring in a support team member.
Success Roles: Customer success is more proactive. The goal here is to ensure customers get the most value from your product. This role could be key if your customers are signing up but not converting to paid users, or if you’re looking to drive expansion revenue.
Sales Roles: Salespeople hunt for new business and close deals. If you’re looking to generate new demand or work with enterprise clients, this is the hire for you. Sales is more aggressive in its pursuit of growth, but if your inbound leads just need a quick demo, you may not need a dedicated salesperson—success could handle it.

I suggest founders think about these roles in terms of function and their contribution to revenue growth. Where is the biggest gap in your customer journey?

3. Focus on Customers and Revenue-Generating Activities

As entrepreneurs, it’s easy to get bogged down in tasks that feel productive but don’t directly drive growth. One of my favorite principles to live by is focusing on activities closest to your customers and revenue.

Direct Conversations Over Complex Funnels: Fancy marketing automation systems might feel like progress, but especially early on, nothing beats direct customer conversations. Whether it’s cold outreach or calling people in your network, it’s the quickest way to gather real data and refine your approach.
Avoid Procrastination via Fancy Funnels: Instead of hiding behind digital funnels and automation, get out there and sell directly. Speak to potential customers, get their feedback, and learn what truly resonates.

Remember, your goal in the early days is to collect data, not over-engineer things.

4. Simple Ways to Test Paid Acquisition

Paid acquisition is often intimidating, but there’s a simple approach that’s often overlooked—sponsorships in industry newsletters, podcasts, or YouTube videos. This tactic is low-risk and can provide quick insights into whether your message resonates.

Why Sponsorships Work: Instead of figuring out the complexities of Google Ads or Facebook Ads, consider sponsoring content that already has your target audience’s attention. Whether it’s a niche podcast or a popular industry newsletter, you can place your offer in front of a highly relevant audience without a huge commitment.
Discreet and Affordable: Unlike ongoing paid ads, sponsorships can be a one-off or a short-term commitment. You can test the waters, see if it works, and then decide whether to scale up.

At Castos, we’re experimenting with this approach by sponsoring a few relevant newsletters and YouTube videos in our space. It’s a great way to validate messaging and offers before diving into more complex ad platforms.

5. The Most Important Thing for Founders

The core principle for any founder is this: Work on the thing closest to your customers and revenue. All the fancy tools, automation, and branding strategies can come later. Start by doing what doesn’t scale—talking directly to your customers, gathering insights, and refining your product and messaging based on real feedback.

Final Thoughts
These are some of the questions that have come up repeatedly in my coaching sessions and with fellow founders. My best advice is to stay close to your customers, be data-driven in your approach, and always remember the 90-day rule when evaluating new channels. If you have more questions or want to dive deeper into any of these topics, feel free to reach out!

Call to Action: If you’re interested in growing your business and leveling up your marketing, stay tuned for our upcoming episode where I’ll be sharing a deep dive into building a paid acquisition funnel for higher-ticket products.

Ep. #134 - CTV's Josh Classen