I started letsrocc with Claudia Misselwitz because we both arrived at the same conclusion from different directions.
The commercial problems that digital businesses at scale carry are not marketing problems. They are system problems with a marketing symptom. And the industry built to solve them, the agencies, the consultancies, the fractional CMOs, is structurally positioned to solve channel problems and execution problems and capacity problems.
Nobody was built to read the whole system at once, at a senior level, from outside the organisation, without the commercial interest of a long engagement shaping the finding.
That is the gap we built into. Not the gap in the market. The gap between what businesses at serious digital scale actually need when their commercial performance stops matching their investment, and what they can currently get their hands on.
The Marketing MRI is the front door. Not because it leads to something else we want to sell. Because it is the right first step for every business in that situation, regardless of what comes after it.
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