There is a conversation that happens in almost every ecommerce business at serious scale that I recognise before the person I am speaking with has finished describing it.
The metrics are moving. The team is working hard. The reporting looks reasonable. And the number that actually matters to the board, the number that determines whether this year was a success or a rationalisation, is not where it should be given everything that has been invested to move it.
The internal explanation for that gap is detailed, coherent, and built entirely from inside the system that produced the gap. Which means it explains the symptom with great confidence and never quite reaches the cause.
The Marketing MRI exists for that moment. Not to replace the team or indict the partners or produce a post-mortem. To get under the system from outside it, with enough experience to know where to look, and produce a picture of the real constraint that the leadership team can actually use.
I have run this for businesses at £30m, at £90m, at £200m. The specific constraint is always different. The pattern of how it stayed hidden is always the same. letsrocc.com
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