Efti: Channel testing requires pre-planning for ambiguous results
Steli Efti · EP 463: Close.io More Than $200k MRR, 500 Customers, $400 ARPU with CEO Steli Efti Who Wont Sell for $40M · Oct 30, 2016 · at 18:43
Steli Efti, CEO of Close.io, shares his framework for evaluating and executing tests on new marketing and distribution channels.
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“And I think one of the most important things that, that I teach people and the thing that we've learned to do is to plan for all three scenarios and say, okay, what does success look like and failure, but what is the in between? And what do we do if the first batch of results we get are not quite clear? Do we kill it? Do we double down? What is the, like, we're just really thinking through when you, before you get into testing your channels, what you're going to do with the results to come back in each scenario. Can make a dramatic difference on how fast and how successful you execute on A-B test or new channel explorations.”
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