Channel Strategy
One definition of which engagement channel to use, when and why: eligibility by state and persona, sequencing, frequency and the conflicts that must never happen. Channel choices usually sit buried in campaigns and sequencer defaults. Held as your GTM system's memory, the channel is chosen on the account's state rather than the sequencer's or the ad platform's.
The moments a channel is chosen, and what chooses it
Channel usually gets decided by whichever tool the work started in. That is a defensible way to run a campaign and a poor way to run a relationship.
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03 | AI-Native
An account becomes engageable
The channel picks itself
Whichever system the account entered determines how it gets contacted, which is not a decision anyone made.
A suggested channel
A model recommends a channel for this task, with no view of the organisation's cross-channel logic.
Chosen on the account's state
Eligibility is evaluated against the account's current state and persona, so the channel follows the situation rather than whichever platform the account happened to enter.
Two channels reach one account
Nobody sees the collision
An advert and a sequence arrive in the same week because the systems do not know about each other.
More channels, more collisions
Generating across channels increases the volume without introducing any coordination between them.
Conflicts resolved before sending
Cross-channel conflicts are defined and checked ahead of execution, so the account experiences one coherent approach.
A person would do better
Automation by default
The account goes into a sequence because that is what the system defaults to doing, regardless of whether it was the right call.
Drafted, still automated
The message is better written and the decision to automate rather than involve a person was never examined.
Human outreach is a defined option
Alerting a rep is an explicit choice for the states that warrant it, alongside sequence, campaign and no action at all.
Frequency needs a limit
Counted per tool
Each system respects its own limit and the account receives the sum of all of them.
Faster, more often
Higher output against per-tool limits produces more total contact than anyone intended.
Frequency is defined once
Limits apply across channels rather than within each, so total contact is something the company controls.
Some channels work better
Learnings stay siloed
Each channel measures itself and no one compares performance by account state across them.
Optimised in isolation
Every channel gets locally better while the cross-channel decision stays entirely unexamined.
Outcomes by state retune it
Results by state and channel show which choices worked. Marketing leadership approves any change before it applies to the next account's outreach.
Capabilities that reason with this memory
Prospecting
Propensity
Prospecting
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Sales
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One approved definition of channel selection: which channels are eligible for which account states and personas, how they sequence, what frequency applies across all of them, and which combinations must never occur together.
By reading the account's state against your approved eligibility rules rather than optimising the task in front of it. A model asked to write an email will write one. Whether an email was the right instrument at all is a separate question, and only stated strategy answers it.
By holding the conflict rules in one place that both must evaluate. When each channel enforces only its own limits, the account receives the sum of everything, and no individual system is doing anything wrong. Coordination has to be defined above the channels.
That is precisely the decision this memory exists to make explicit. Human outreach, sequence, campaign, advertising, approval and no action at all are options in the model, and which applies depends on the account's state rather than on which tool the work began in.
They run in order. Suppression decides whether a commercial action may happen at all. Lead routing decides who owns it. Channel strategy decides which channel and when. Channel selection never overrides a suppression block.