Entry Point

A six-week diagnostic of your effectiveness culture, with a prioritised roadmap for the next twelve to twenty-four months.

Six weeks Built on EFFECT £17,500
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What you receive

Section 02

A quantified diagnostic of effectiveness culture across the six EFFECT dimensions.

The Effectiveness Culture Diagnostic is a structured diagnostic of where your marketing organisation's effectiveness culture is strong, where it is weak, and what to address first. It is built on the EFFECT Framework and combines a structured survey across the six dimensions of effectiveness culture with stakeholder interviews and document review. The output is a quantified maturity assessment, a benchmark against comparable organisations, a written report, a prioritised roadmap, and a presentation to your leadership. How every engagement begins. The full fee is credited against any solution commissioned within three months.

  • A structured Effectiveness Culture Survey completed by your marketing organisation, scored across the six EFFECT dimensions.
  • A quantified maturity assessment for each dimension, with comparative benchmarks against other organisations.
  • A written diagnostic report integrating the survey results, the stakeholder interview findings, and the document review.
  • A clear identification of the highest-priority gaps and risks, with a solution territory recommendation (measurement, operating system, or culture).
  • A prioritised twelve to twenty-four month roadmap of recommended actions.
  • A summary view designed to be presented to a CMO or board.
  • A presentation of findings to your leadership team.
  • The full Diagnostic fee credited against any EFFECT solution (Signals, Flow, or Embed) commissioned within three months.
How it works

Section 03 · Six-week structured engagement

A defined rhythm of activity each week, with your organisation involved throughout.

The Diagnostic runs for six weeks from kick-off, with a working group of two to three people supporting the engagement on the inside.

Week 01
Intake & Design
Initial briefing. Confirmation of scope, stakeholders, documents to review. The Effectiveness Culture Survey is launched.
Week 02
Discovery
Survey runs. Stakeholder interviews begin (8–12, 45–60 mins each). Desk review of planning artefacts and reporting.
Week 03
Discovery
Survey continues. Final stakeholder interviews completed. Initial pattern analysis as responses come in.
Week 04
Assessment
Survey results scored. Benchmarking against comparable organisations. Initial findings note shared for input.
Week 05
Synthesis
Roadmap design. Prioritisation of recommendations. Solution territory identified. Diagnostic report and leadership presentation drafted.
Week 06
Delivery
Final report shared. Presentation to your leadership team. Discussion of next steps and recommended solution path.
Who it's for

Section 04

For senior marketing leaders commissioning effectiveness work on behalf of their organisation.

The Effectiveness Culture Diagnostic is for marketing organisations of two hundred and fifty to two thousand people whose leaders are under pressure to demonstrate the value of marketing more clearly. It is built for senior marketing leaders, including CMOs, Marketing Directors, and Heads of Brand, Performance, Effectiveness, or Strategy, who are commissioning effectiveness work on behalf of their organisation and who need a structured, defensible diagnostic to underpin a programme of change.

It works best when there is genuine appetite from leadership to act on the findings. It is not for organisations looking for a measurement audit, an attribution review, or a martech evaluation. The Diagnostic diagnoses culture; the technical work that follows is downstream of it.

Proof

Section 05 · Case Study 01

A FTSE 100 financial services brand commissioned the Diagnostic to define and shape their effectiveness culture, and asked us back twelve months later.

The Situation

The marketing function was under pressure to demonstrate its commercial value to a sceptical board. The Head of Marketing Effectiveness had built a credible measurement infrastructure but knew that the technical work alone was not shifting the conversation. The brief was to assess whether the broader effectiveness culture of the marketing organisation was strong enough to support the work.

The Diagnostic

The Effectiveness Culture Survey was completed by the senior and middle layers of the marketing function. Twelve stakeholder interviews were conducted across marketing, finance, and the business units. The diagnostic revealed a maturity profile that was strongest in Create Measurement Systems and Elevate Insight, but materially weaker in Empower People and Transform Culture. The headline finding was that the technical work of effectiveness was happening, but the cultural conditions for it to land and travel were not in place.

The Outcome

The roadmap was adopted by the marketing leadership team and translated into a twelve-month programme of work. Twelve months later, the same diagnostic was re-run. The maturity profile across Empower People and Transform Culture had shifted materially, and the conversation about marketing's contribution had moved from defence to direction. The follow-up engagement was commissioned to measure that shift and recommend the next phase of work.

Read all case studies
The Framework

Section 06

The Diagnostic is built on the EFFECT Framework. Six dimensions of effectiveness culture.

Empower People. Focused Priorities. Fix Processes. Elevate Insight. Create Measurement Systems. Transform Culture. Each dimension is assessed during the diagnostic, and findings are reported against the framework's structure so that recommendations are coherent, prioritised, and ready to be implemented through one of three solutions: EFFECT Signals (measurement), EFFECT Flow (operating system), or EFFECT Embed (culture).

The Effectiveness Culture Survey instrument used in the Diagnostic shares its methodological foundations with the Effectiveness Culture Index, our forthcoming independent benchmark of effectiveness culture across the UK and European marketing industry. Organisations that complete the Diagnostic will be invited to contribute to the ECI dataset, with full anonymity.

Read the framework in full
The Practitioner

Section 07

Delivered personally by Nick Milne. No junior team. No substitution.

Nick built the marketing effectiveness function at O2 and led effectiveness transformation across seventeen European markets at Samsung before founding Go Ignite. The framework, the methodology, and the diagnostic are his work, refined across six years of consulting engagements with organisations from FTSE 100 banks to challenger brands.

There is no junior team, no offshored analysis, and no substitution. You buy his time and his attention.

More about Nick
FAQ

Section 08

What you might be wondering.

What does the £17,500 cover, and what is excluded?
The £17,500 covers the full six-week engagement: intake and design, the Effectiveness Culture Survey, eight to twelve stakeholder interviews, desk review, scoring and benchmarking, the written diagnostic report, the prioritised roadmap, and the leadership presentation. The full fee is credited against any EFFECT solution (Signals, Flow, or Embed) commissioned within three months. Travel and accommodation costs for in-person stakeholder interviews and the leadership presentation are charged separately at cost. No other expenses apply.
How many people from our organisation need to be involved?
A working group of two to three people supports the engagement on your side, with a typical commitment of two to three hours a week. Survey respondents (a representative sample across senior, middle, and operational levels of the marketing function) commit fifteen to twenty minutes each. Stakeholder interviewees commit forty-five to sixty minutes each. The leadership presentation in week six is typically attended by the marketing leadership team and key stakeholders from finance and the business.
What happens after the Diagnostic?
The Diagnostic identifies which of three solution territories your organisation needs most: EFFECT Signals (measurement and proving ROI), EFFECT Flow (planning, process, and ways of working), or EFFECT Embed (culture, capability, and cross-functional adoption). You can commission the recommended solution, with your Diagnostic fee credited in full. You can implement the roadmap internally using the diagnostic as your guide. Or you can take stock and revisit when the timing is right. There is no obligation to commission follow-on work. The Diagnostic is structured so that the deliverable has independent value regardless of what you decide to do next.
How is the Diagnostic different from a measurement audit or an effectiveness review?
A measurement audit assesses whether the technical infrastructure of marketing measurement is fit for purpose. An effectiveness review usually focuses on the performance of marketing investment and the methodologies used to evaluate it. The Effectiveness Culture Diagnostic diagnoses something different. It assesses the culture in which the technical work sits, on the basis that the same dashboards, models, and processes produce wildly different outcomes in different organisations because of the culture surrounding them. The Diagnostic tells you whether your effectiveness culture is strong enough to make the technical work productive.
Who completes the survey, and how long does it take?
The Effectiveness Culture Survey is designed to be completed by a representative sample across the marketing organisation, ideally including senior, middle, and operational levels. Sample size depends on the size of the function, but typically twenty-five to fifty respondents. Each respondent takes approximately fifteen to twenty minutes to complete the survey. Response rates are managed by the working group on your side, with reminders supported by Go Ignite where useful.
Can we do a focused Diagnostic covering only some of the dimensions?
Yes. The framework is most powerful when applied holistically, because the dimensions interact and a focused diagnostic risks missing cross-dimensional issues. Where a focused engagement is the right scope, we will discuss it during the discovery call and adjust the scope and pricing accordingly.
Will the report be confidential?
Yes. A standard non-disclosure agreement is in place for every Diagnostic engagement, and the report is shared only with the parties you specify. Any contribution to the Effectiveness Culture Index dataset is anonymous and aggregated.
What if we need to start sooner or later than six weeks from kick-off?
Start dates are flexible, subject to availability. The six-week duration is fixed once the engagement begins.
Begin the engagement

If your marketing function is under pressure to demonstrate its value, the question is whether your effectiveness culture is strong enough to support the work.

The Diagnostic answers that question in six weeks, with a roadmap you can act on. Book a discovery call to discuss the engagement.

Book a discovery call