After a good quarter, the question I hear most from CEOs is some version of “We have another $100,000. Where should it go?”

Most of them already have an answer. It’s usually more of whatever worked last quarter, which tends to mean paid search, because paid search has the cleanest dashboard .

Sometimes that’s the right call. More often the money lands on the part of the business that’s already working, and the thing holding growth back goes unfunded because it doesn’t belong to any one channel.

So, I run the same process every time. It takes two to three weeks, and the first step has nothing to do with channels. To show how it works, I’ll use a hypothetical company built from patterns I see across B2B SaaS clients. The company is made up. The process is the one I run with real ones.

Meet Fieldline

Fieldline is a Series A B2B SaaS company with about $8 million in ARR. It sells scheduling software to home services businesses with 20 to 200 employees.…