A universal marketing efficiency score. At last.
Marketing System Efficiency is a universal metric - but the decision it informs depends entirely on who is asking. For a PE deal team, it quantifies latent growth before capital is committed. For a CMO, it shows where the structural levers are. For an agency, it changes the nature of every client conversation.
OUR CUSTOMERS
Four audiences, one metric.
WHO USES MSE DIAGNOSTICS
The MSE diagnostic was built for Private Equity — but the question it answers is relevant to anyone who runs marketing and wants to know how efficiently it is working.
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For the first time, marketing is a number.
PE firms spend billions acquiring companies where 10–30% of OPEX goes on marketing. Until now, there has been no fast, independent, rigorous way to quantify whether that spend is efficient, or what it would take to make it so.
MSE changes that. It gives deal teams and portfolio managers an objective, data-led view of marketing efficiency at every stage of an investment, without requiring management information, internal data access, or co-operation from the target company.
Our diagnostic was built on 40 Private Equity assignments over eight years and validated against more than 2,000 companies. The output is designed for investment committees, value creation plans and board discussions.
It runs entirely on external signals. No management information, no internal data, no co-operation from the target. We estimate that on average 30% of global marketing spend is structurally inefficient. MSE finds it, quantifies it, and shows exactly where the value creation opportunity lies.
Pre-deal MSE screening without internal data access
Post-acquisition value creation planning and 100-day roadmaps
Hold period portfolio benchmarking on a consistent scale
Cross-portfolio MSE comparison - identify where to focus support
Marketing risk categorisation before IC presentation
Board-ready MSE reporting, monthly or quarterly
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Walk in knowing their MSE score before they do.
The agency that can show a prospect their Marketing Structural Efficiency score - before a brief has been written, before the pitch has started - changes the nature of the conversation entirely.
MSE gives agencies and consultancies an independent, data-led starting point for any client engagement. Run a diagnostic on a prospect before the pitch. Walk in with their score, their competitive position, and a clear view of where their marketing efficiency is leaking.
For retained clients, MSE provides ongoing monitoring, identifying structural weaknesses before the client raises them and shifting the agency relationship from reactive to strategic.
As marketing services are democratised and move towards zero cost, the agencies that survive are those that sell intelligence, not just execution. MSE is that intelligence.
MSE diagnostics as a new business development tool
Ongoing client MSE health monitoring
Independent evidence base for strategic recommendations
Competitive MSE benchmarking for proposals and pitches
Sector-wide MSE intelligence for thought leadership
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The marketing metric that’s always been missing from your board pack.
MSE gives marketing leaders what finance has always had - a metric that is objective, comparable and trackable over time. Not a sentiment score or a survey. A structural efficiency rating, benchmarked against competitors.
Marketing has historically been difficult to defend in the boardroom because it has lacked a universal, independent metric. MSE is that metric. It scores marketing efficiency across 27 levers in three domains - product, brand and digital - and benchmarks the result against competitors in your category.
For international brand portfolios, MSE is particularly powerful. The same framework applied to your brand in Romania, Peru, Germany and the UK - on a consistent scale, at the same time, without internal resource burden.
MSE baseline across 27 levers - objective and externally benchmarked
Cross-market MSE comparison for international brand portfolios
Competitor MSE analysis by category and territory
Board-level marketing metric, tracked quarterly
Prioritised growth plan for CMO and board alignment
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Bring MSE to your clients under your brand.
Bridge F61 offers white-label and co-branded MSE diagnostic licensing to agencies, consultancies and intermediaries who want to embed MSE into their own client service offering.
Whether you want to lead with MSE as a standalone diagnostic product or integrate it into a broader client programme, Bridge F61 provides the methodology, technology and support to make it work under your brand.
Reseller arrangements are structured around your business model; revenue share, flat-fee licensing or referral arrangements are all available. Full onboarding, training and ongoing support is provided.
White-label MSE diagnostic licensing under your brand
Co-branded versions with Bridge F61 attribution
Revenue share and referral arrangements
Full onboarding, training and practitioner support
Access to Bridge F61 IP, methodology and output templates
OUR CUSTOMERS EXPLAINED
MSE creates value at every stage.
THE PE INVESTMENT LIFECYCLE
From first screening to exit, the MSE diagnostic provides a consistent, comparable read on marketing efficiency across the full lifecycle of a PE investment.
- →Early-stage screening and risk assessment
- →Confirmatory DD alongside traditional workstreams
- →Competitive MSE analysis of the target's market
- →Marketing risk: value driver, risk, or untapped lever
- →Confidence in marketing-led EBITDA assumptions
- →100-day marketing roadmap from diagnostic output
- →MSE baseline for tracking improvement over time
- →Management team alignment on growth priorities
- →Quick wins vs structural fixes clearly identified
- →Agency and partner accountability framework
- →Cross-portfolio MSE benchmarking
- →Board-ready reporting on marketing efficiency
- →Progress tracking against value creation plan
- →Early identification of regression or new opportunity
- →Pre-exit MSE health assessment
The MSE diagnostic identifies where system inefficiency exists and what needs to change. For customers who want help acting on those findings, Bridge F61 offers a range of consultancy services that translate the remedial actions into execution.
These are specific, scoped engagements built directly around the MSE diagnostic insights, where Bridge F61's practitioner expertise is directly applicable to the recommended fixes.
When MSE reveals action is needed.
SERVICES
How services work: Services are available to diagnostic customers where Bridge F61's expertise is directly applicable to the MSE findings. They are scoped individually — the starting point is always the diagnostic output, not a separate conversation.
Some of our Private Equity clients
Some of our client portfolio clients
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A full diagnostic is typically delivered within 72 hours of briefing. For live deal situations we can discuss priority turnaround. The process requires no co-operation or information from the target company — it runs entirely on external signals.
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Yes. The 27-lever framework applies to any business with a marketing function. Diagnostics have been run across consumer, B2B, SaaS, industrial and professional services businesses in the UK, Europe and beyond — and in any language.
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Because every diagnostic uses the same 27-lever framework and scoring methodology, results are directly comparable across companies, sectors and markets. Portfolio managers can rank companies by MSE, identify outliers, and track progress over time on a consistent scale.
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Most agencies start by running a diagnostic on one or two prospects or existing clients. Once the output format is clear, many move to a standing arrangement — running MSE diagnostics on new prospects as part of their standard new business process.
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Services are available to diagnostic customers where Bridge F61's practitioner expertise is directly applicable to the MSE findings. They are scoped individually. The starting point is always the diagnostic output — not a separate proposal.
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Yes — white-label and co-branded licensing is available through the Bridge F61 Sales Partners programme. Designed for agencies, consultancies and intermediaries who want to embed MSE diagnostics into their own client service offering.
What our customers ask us.
QUESTIONS
Start with a free diagnostic
Whether you are in live due diligence, managing a portfolio, or running a brand - the conversation starts with an MSE diagnostic.