Our Role
We provide an objective assessment of marketing performance for defensible financial decisions.
Performance Assertions
Marketing performance is often presented as conclusions rather than inputs. We begin by establishing a clear record of what is being reported, how success is being defined, and where performance claims originate.
Evidentiary Support
We evaluate the data, attribution methods, and assumptions underlying reported performance, identifying where evidence is strong, limited, or structurally constrained.
Decision Confidence
We translate performance uncertainty into a clear assessment of decision confidence, clarifying where reported results can withstand financial scrutiny and where caution is warranted.
Marketing Performance Requires Interpretation
Marketing is one of the few material functions where performance is rarely subject to independent assessment.
Financial, legal, operational, and technology decisions are routinely evaluated through formal controls, audits, and standardized measures. Marketing performance, by contrast, is most often assessed through internally produced reports and vendor-provided benchmarks.
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As a result, decisions about marketing investment frequently rely on interpretation rather than verification, concentrating responsibility on individual leaders to reconcile competing narratives and defend budget decisions.
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This is not a failure of intent or capability. It is a structural difference in how performance is evaluated.
When Judgment Matters
Designed for organizations that treat marketing as a disciplined capital investment.
Material Spend
Marketing reaches a scale where outcomes are no longer marginal. Decisions carry financial weight and are evaluated alongside other capital allocations.
Distributed Execution
Performance emerges across many channels, platforms, vendors, and internal teams. Each perspective is valid in isolation, yet none can reconcile the whole without interpretation.
Financial Accountability
Marketing performance is no longer resolved within execution teams. It enters finance and executive review, where decisions must withstand scrutiny, not just momentum.
Clear Boundaries
Our role is intentionally limited to preserve objectivity.
We do not manage or optimize campaigns, buy media, or participate in performance-based compensation.
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We do not recommend, replace, or receive referral fees from agencies or vendors, nor do we influence creative direction, strategy, or execution decisions.
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These boundaries are non-negotiable. They exist to preserve the integrity of our assessments.
Our work culminates in a concise executive assessment designed for finance and executive review.
Request an Overview
A brief conversation to determine whether this model is appropriate.