GTM copy that ignores finance is just poetry. If the landing page promises enterprise outcomes while the model assumes consumer CAC, the team will fight itself in week three.
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We lock three things together: the primary buyer, the claim you can defend, and the numbers that keep the claim honest. Channel choice follows that lock — not the other way around.
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When messaging and unit economics disagree, we treat it as a study finding, not a branding preference. That is how launches stay measurable after the first campaign.