Problem
Leaders don't know what's connected, what's broken, or what's driving revenue. You're defending marketing spend every quarter with data you don't trust. Your team is too busy firefighting to think strategically. Worse, they've been conditioned to "turn the handle"—executing short-term campaigns on demand rather than generating insights and driving optimization. Brand teams see them as order-takers, not strategic partners.
What We Do
We start with customer truth—analyzing existing research, journey data, and behavioural signals to understand where your customers actually make decisions and where they experience friction. Then we map your current reality—what's connected, what's fragmented, and where the biggest opportunities hide to serve those customers better. We also assess how your team currently operates: are they set up to generate insights and optimize, or are they stuck in reactive execution mode? This isn't about finding fault—it's about identifying what needs to shift for the team to move from campaign factory to insight hub.
Outputs
- Customer Decision Map Where customers actually make choices, what drives those decisions, and where trust is built or broken
- Connection Map Visual documentation of your system architecture, data flows, and integration health
- Team Operating Model Assessment How your team currently works, where they're stuck in reactive mode, and what needs to shift to unlock strategic impact (culture, workflows, decision rights, skills)
- Three Bold Moves The highest-impact opportunities to improve customer experience and prove marketing ROI
- 90-Day Action Plan Sequenced roadmap with clear priorities, resource requirements, and success metrics
- Measurement-by-Design Framework KPI structure aligned to journeys, not channels
Proof
Exposed multi-million dollar wasted ad spend for a major insurance client by identifying misalignment between campaign targeting and actual customer decision moments, leading to immediate reallocation and 15% improvement in attribution clarity within 90 days.
Problem
Customer journeys stall because touchpoints don't align with how customers actually move through decision-making. Campaigns run in silos. Handoffs break. Your team is firefighting integration failures instead of optimizing for growth. Late-night escalations and manual workarounds are draining your best people. Meanwhile, customers are left confused by inconsistent experiences that feel like they're designed for your org chart, not their needs.
What We Do
We begin with emotional journey mapping—identifying the moments that matter most to customers, where decisions are actually made, and where emotion peaks or trust breaks. Then we design and pilot one high-value journey with full orchestration—automation triggers, experience design, measurement instrumentation, and governance model—all grounded in customer behaviour, not internal assumptions. This isn't just connecting platforms; it's building experiences that guide customers through decisions with clarity and confidence.
Outputs
- Emotional Journey Map The emotional highs/lows customers experience, where trust is built or broken, and what drives action at each stage
- Orchestration Blueprint Journey logic, trigger sequences, and system specifications designed around customer decision moments
- Live Pilot Journey One fully instrumented journey running in production, validated with real customer data
- Governance Model Decision rights, approval workflows, and accountability framework
- Performance Dashboard Journey-level KPIs tracking customer progression, conversion, drop-off, and satisfaction
Proof
Automotive client achieved 32% reduction in CAC and 28% lift in test-drive bookings within 6 months by orchestrating the consideration-to-booking journey around emotional decision moments rather than internal campaign calendars—creating experiences that matched how customers actually buy cars.
Problem
Content exists everywhere but coherent narrative exists nowhere. Campaigns feel disconnected. Messages contradict each other across channels. Expensive creative assets—video shoots, brand films, campaigns—get launched once then sit unused in DAMs while teams commission new content instead of systematically leveraging what already exists. The result: customers don't remember you because there's no narrative continuity, competitors win mindshare, brand investment doesn't compound into long-term equity or retention, and content budgets spiral without measurable ROI. Your content team is spinning in circles without a north star.
What We Do
We use the Gravitational Storytelling framework—a proven methodology for building narrative coherence that drives retention and recall. We start by identifying the stories your brand has authentic license to tell—grounded in customer psychology and what actually resonates with your audience. Then we choreograph how those stories unfold across the customer experience—matching message to moment, format to feeling, and delivery to decision. Instead of forcing integration across channels, platforms, and teams, this approach makes it inevitable by placing story at the center. Everything else—data, tech, content, channels—aligns around it. This isn't creative storytelling for its own sake—it's a retention and recall architecture that protects customer lifetime value while maximizing content ROI.
Outputs
- Gravitational Storytelling Framework The core narrative architecture that creates pull, not push, grounded in story types aligned to customer needs and business objectives
- Content Lattice Modular content architecture showing how to adapt and reuse high-value assets across channels and customer segments
- Journey-Story Choreography Mapping of narrative beats to customer journey moments where emotion peaks or decisions are made
- Channel Adaptation Principles Guidelines for expressing the story across email, social, web, events, sales conversations while maintaining narrative coherence
- Measurement Integration Attribution and analytics framework tracking story performance from awareness to advocacy
Proof
Subaru Australia used Gravitational Storytelling to build narrative continuity across adventure content—grounded in customer research showing what "safe adventure" meant to families—resulting in 40% increase in brand engagement, 60% faster campaign deployment, and 30% reduction in media costs while improving performance. Retail loyalty program saw 3× growth in high-value tier participation after implementing story architecture that connected seasonal campaigns to member emotional drivers.
Problem
Marketing can't prove which activities drive revenue. You're stuck defending every line item to a CFO who doesn't trust your numbers. Every planning cycle feels like starting from zero. Attribution chaos exists because measurement is retrofitted after campaigns launch—and because KPIs track internal activities (emails sent, ads clicked) rather than customer outcomes (trust built, decisions made, value created).
What We Do
We establish journey-level measurement frameworks grounded in customer behaviour—not channel performance. This includes customer-centric KPI design (tracking progression through decision stages, not just campaign metrics), incrementality testing (isolating what actually moves customers), dashboard builds that reveal customer health and lifetime value, and quarterly business review cadence that shifts marketing from activity reporting to outcome accountability. We embed measurement architecture from the start, aligned to how customers actually experience your brand. This earns your board's trust in your numbers because they're tracking what matters: customer movement toward purchase, retention, and advocacy.
Outputs
- Customer-Level KPI Framework Metrics that prove marketing ROI by tracking customer behaviour, decision progression, and lifetime value—not just campaign activity
- Incrementality Test Design Experimentation framework to isolate what's actually moving customers vs. what's just correlating with existing behaviour
- Performance Dashboards Real-time visibility into customer journey health, conversion drivers, segment performance, and revenue attribution
- Quarterly Business Review Cadence Structured rhythm for reviewing customer-level performance and adjusting strategy based on what's working
Proof
Financial services client reduced internal rework by 50% and improved marketing's board credibility by implementing measurement-by-design that connected campaign activity to customer lifetime value and segment-specific retention patterns—shifting conversations from "how many emails did we send?" to "which customers are we moving and why?"