The average business wastes 30% of its marketing budget.
We’ll show you where and how to fix it.
We’ve diagnosed over 2,500 businesses across multiple sectors and geographies, and the average Marketing System Efficiency (MSE) score is 70.3%.
Marketing System Efficiency (MSE) is the world’s first universal metric for marketing performance: powered by proprietary market context, tested on 2,500+ businesses and scaled with AI. It’s fast, independent and actionable.
There has never been an objective, external measure of marketing efficiency… until now.
THE PROBLEM
MSE: the metric that changes the marketing conversation.
THE SOLUTION
MSE (Marketing System Efficiency) is an outside-in measure of how efficiently any business uses marketing to drive growth. Scored across 27 levers — product, brand and digital — and benchmarked against your real competitors.
But MSE isn’t just a framework. It’s powered by a proprietary market context engine built over eight years, trained across 3 LLMs and validated against thousands of companies. Our AI system draws on 1,500 data sources and up to 5.2 trillion variable combinations per diagnostic, context no consultant can replicate manually.
We output a RAG scorecard for every lever, competitive benchmarking, and a prioritised growth roadmap. Delivered within 72 hours. No internal data required.
$1T
Global annual marketing spend - the average business wastes 30% of its marketing budget
27.
Marketing levers scored across product, brand and digital
72hrs
Typical turnaround from briefing to full diagnostic output
2k+
Companies we’ve run our diagnostics on to date
The Annual Growth Plan is the operational response to your efficiency gap: four interlocking products that translate diagnostic inefficiencies into a commercial growth blueprint. We’ll send you a detailed GTM plan that you implement to stimulate marketing-led growth, once or twice a year.
Our MSE tells you what’s broken. Our products fix it.
ANNUAL GROWTH PLANS
Segmentation
A living picture of your market: who your customers are, how they break into meaningful groups, and where yours and your competitors' brands fit among them. Built on current data, with vivid portraits of real customer types.
Messaging Framework
A clear framework for what to say, to whom, and at every stage of their journey — from first awareness to final decision.
Brand & Identity
Everything that defines how your brand looks, sounds and feels, grounded in one central idea — with practical examples ready to use across every touchpoint.
GTM Plan
A complete, joined-up plan for taking your product to market: what to say, where to say it, when, and what it will cost. Built for both human teams and automated systems to pick up and run with.
Mid-campaign evaluation
Running a complex multi-channel campaign, often through indirect distributors or retail partners? Our mid-campaign evaluation gives you a simple, real-time read on efficiency across every channel and partner. Intervene while the campaign is live, not after the budget is spent.
One framework. Three very different use cases.
WHO WE WORK WITH
MSE answers a different question depending on who is asking. The methodology is consistent - what changes is how the output maps to your specific context, decision and growth objective.
Private Equity / Venture Capital
Fast, independent MSE diagnostics at due diligence — or across your portfolio. Board-ready reporting, no management co-operation required.
Brand Owners & Management Teams
Understand exactly how your marketing compares to competitors — and build a data-led plan to close the gap.
Agencies & Consultancies
Bring an independent, quantified view of client marketing health to new business and ongoing retainers.
Built on 40 PE assignments. Scaled by AI.
WHY BRIDGE F61
Our diagnostic platform was built by CMOs and senior marketing practitioners — not career consultants — over eight years of real private equity work. Our AI system cross-checks across three LLMs, uses 1,500 data sources per run, and is independently validated against 2,500+ companies across 24 sectors.
FOUNDED
2018
HEADQUARTERS
London, UK
PE ASSIGNMENTS
40+
CONTACT
hello@bridgef61.com
Three ways in. Start anywhere.
GET STARTED
01
Review an example diagnostic
Contact us to see a real output. Understand the scorecard format and how it translates into a growth roadmap before you commission anything.
02
Run a free mini diagnostic
Get a lightweight MSE read-out on any business in minutes. No internal data required.
03
Commission a full diagnostic
A complete 27-lever MSE assessment with competitive benchmarking and a 100-day value creation roadmap. Delivered within 72 hours of briefing.
QUESTIONS
What PE investors and brand owners ask us.
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MSE is an outside-in, cross-category measure of how efficiently any business uses marketing to drive growth. Scored across 27 levers in three domains — product, brand and digital marketing — and benchmarked against competitors. Within five years, every business running marketing will track it.
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No. The diagnostic operates entirely on external signals — publicly observable brand and marketing performance indicators, digital presence and market data. No internal data, no system access, no co-operation from the company being assessed.
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A full diagnostic is typically delivered within 72 hours of briefing. This makes it viable for early-stage deal screening, confirmatory due diligence, or any situation where speed and independence are both required.
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Traditional marketing DD is manual, slow, subjective and dependent on management-provided information. MSE diagnostics are repeatable, fast and independent. A consistent 27-lever framework removes subjectivity, making results comparable across companies, markets and time.
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A RAG scorecard across 27 levers, plain-English explanations for each score, competitive benchmarking, prioritised insights and a 100-day value creation roadmap. Structured for investment committees, boards and management teams.
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Yes. Many PE clients run MSE diagnostics monthly or quarterly across their portfolio — creating a consistent benchmark for tracking performance, comparing companies on a common scale, and generating board-ready reporting.
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Large language models process and score data across the 27-lever framework at a scale impossible manually. The framework, scoring logic and interpretation are grounded in 40 real PE assignments and validated against more than 2,000 companies.
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Yes. The diagnostic can assess any business in any market, in any language — particularly effective for consumer-facing, B2B and digitally-led businesses across multiple sectors, markets and deal sizes.