How I Protect the Acquisition Activity That Already Works

My task list contains more potentially useful work than I can do at once. New funnels, ads, events, emails and meetings can all compete with the activity already bringing customers into the business. I call my response deep prioritization: identify the main driver and give it a protected place before starting the next project.

Find the activity that supports the rest

For Client Ascension, I identified YouTube production as that driver in the lesson. The videos bring unfamiliar people into contact with the business and give existing prospects more material to learn from.

I describe the videos supporting other activities too: people encounter the content, attend other events or return through another part of the funnel. That is why the video work is not just another item beside the other marketing projects for me.

Do not replace proven work just because it becomes boring

I noticed that posting consistently brought a steady stream of business. When another interesting project appeared, that observation gave me a reason not to abandon the work already producing a result.

The equivalent task for another operator might be outreach, LinkedIn activity or ad creative. The lesson is to find the activity that actually drives the business, not to assume everybody's answer must be YouTube.

Give each responsibility a clear owner

At ListKit, I describe handling ads and funnels while Christian handles cold email. There can be different priorities because different people are responsible for carrying them out.

I do not make my own priority whatever the other person happens to be doing. Each person has an operating responsibility, which helps explain how the company can have several acquisition activities without one person trying to perform all of them simultaneously.

Put the main activity before the project queue

I list several potential funnel projects in the recording, then explain the rule: unless my YouTube videos are filmed ahead, I do not begin those projects. In that example, I want the next two weeks of videos ready first.

For somebody whose acquisition activity is outreach, I would put the outreach before the new funnel, software setup or other project. Prioritizing means deciding what happens first, not merely adding another important label to the list.

Protect the priority when the week gets crowded

An unusually busy week is when the rule matters most. If there is time for only one important activity, I want it to be the acquisition driver rather than the optional new project.

I also distinguish learning necessary to begin from continually consuming more material instead of acting. The task list should eventually contain work to execute, not only another course or tool to understand.

Client Ascension related reading: the guide to repairing the acquisition process examines minimum activity commitments and fixing acquisition leaks.

Improve the working activity before switching

I look for a quantifiable result from the activity, then commit to doing it more consistently and better. More, better, then new is the sequence I discuss, rather than treating a small early result as evidence that a channel is already exhausted.

When I have other plans, I film ahead so the production schedule can continue. The purpose is to organize the other work around the proven activity rather than repeatedly displace it.

Client Ascension related reading: the B2B content ideas guide shows how to turn a service and its audience into useful topics to record.

Adapted by Client Ascension with AI assistance from Daniel Fazio's lesson. The first-person narrative follows the source speaker’s account. Watch the original video