Check the channels you're actively considering. Uncheck ones that don't apply to your business or stage. Use Add a custom channel for anything not on the preset list — an industry-specific channel, a partnership you're evaluating, a specific conference. You don't need to evaluate all twelve; three to six meaningful options is usually enough to produce a useful comparison.

The six sliders control how much each criterion counts toward the final score. The percentages auto-normalize — you don't need to add to 100 manually. Think about what your business needs most right now: if you're pre-revenue and need customers fast, push Time to First Result up. If you're capital-constrained, push Cost Efficiency up. If you're in a saturated market, push Saturation up. The default weights are a reasonable starting point for most early-stage B2B companies.

Each cell in the matrix shows a score from 1 to 5. The defaults are pre-populated based on how these channels generally perform — but your market, product, and situation will differ. Click any cell and type a new number to override it. Hover a column header to see what each criterion measures. Open the Scoring Guide (below the weights panel) to see what a 1, 3, and 5 actually means for each criterion. Cells color from red (1) to green (5) so you can see concentration at a glance without reading every number.

The Score column shows each channel's weighted total out of 5. The bar chart at the bottom ranks them visually. The ranking updates in real time as you change any score or weight. The goal isn't to pick the channel with the highest number and stop thinking — it's to see which channels your own priorities and assessments support, and whether that matches your instinct. Where it doesn't, something is worth examining.