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.
Lock three things together
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.
Treat disagreement as a finding
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.