Piggott Marketing Readiness Index

Know where your marketing stands.

Most marketing teams don’t need more data — they need a clear verdict. The Marketing Readiness Index turns your publicly observable digital presence into a defensible 0 to 100 score and a prioritized roadmap — a result you can put in front of a CEO or board, use to align your leadership team on what to fix first, and act on next quarter.

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Every MRI is
  • Evidence anchored
  • Scored against a published rubric
  • Independently verifiable
  • Prioritized by business impact
  • Designed for executive decision-making
12Assessments published
4Industries covered
26Signals scored per report
37–75Score range to date — no brand has earned Optimized yet
The problem

Why most marketing audits fail.

Most audits generate activity, not clarity. They produce dozens of observations, generic recommendations, and colorful dashboards that leave leadership asking the same question: what should we actually do next?

  • Recommendations aren’t tied to evidence.
  • Findings aren’t prioritized.
  • Scores change depending on who created the report.
  • The methodology is hidden.
  • The output feels more like a sales tool than an assessment.

The MRI was built differently.

  • Every score is tied to observable evidence.
  • Every finding is scored against a published rubric.
  • Every recommendation connects directly to a specific gap.

The result is a report that can withstand executive scrutiny, budget discussions, and strategic planning conversations.

Who it’s for

Built for the person who has to defend the plan.

The MRI serves three kinds of leaders — each with a different reason to need an objective, evidence-anchored read on where marketing stands.

CMOs & marketing leaders

Walk into the budget conversation with a number you can defend. An objective baseline, a prioritized roadmap, and quoted evidence behind every score — so alignment with your CEO and board stops being a debate about opinions.

Agency leaders

A rigorous, client-facing deliverable. Audit a prospect before the pitch, baseline a new client before the engagement begins, and show measurable movement after. Evidence-anchored scoring holds up when the client pushes back.

Founders & operators

No marketing department to tell you where you stand. The MRI is an outside read in one week — what’s working, what’s missing, and the shortest list of fixes worth your limited time and budget.

Sample

The score is only the beginning.

Two brands can earn nearly identical scores and still have entirely different problems. The MRI shows exactly where performance diverges, what evidence supports each finding, and which improvements deserve attention first. Gulf Winds and PenAir both land in the Emerging tier — 53 and 54 of 100 — yet their weakest layers are not the same. Scroll inside either report to read the evidence at the signal level.

Browse all 12 assessments

Want this level of clarity for your brand?

Request an assessment
The Framework

Seven layers. Twenty-six signals. One score, 0 to 100.

Every marketing organization has blind spots. The MRI measures seven dimensions that consistently determine whether digital marketing creates sustainable growth — together they produce a weighted 0 to 100 score and a prioritized roadmap for improvement.

  1. 01

    Presence

    Weight 18 / 100

    Does the site clearly communicate who the brand is and what it offers?

    Value proposition clarityNavigation structureContent depthTrust signals on pageMobile experience
  2. 02

    Visibility

    Weight 20 / 100

    Can the right audiences actually find it?

    Organic search presenceBacklink authorityPaid media signalsLocal listings presenceBranded search demandAI / LLM visibility (GEO)
  3. 03

    Performance

    Weight 17 / 100

    Once a visitor arrives, does it convert?

    CTA clarity and prominenceConversion path simplicityOffer strengthTechnical performance
  4. 04

    Strategy

    Weight 13 / 100

    Is there a coherent story across channels and pages?

    ICP clarityDifferentiationContent strategy coherenceCross-channel consistency
  5. 05

    Operations

    Weight 12 / 100

    Is the marketing stack instrumented to learn and improve?

    Analytics and trackingMartech and automationEmail and newsletter readiness
  6. 06

    Trust

    Weight 10 / 100

    Do third parties validate the brand?

    Reputation and third-party validationAuthority signals
  7. 07

    Social & Community

    Weight 10 / 100

    Does the brand reach and engage an audience beyond its own site?

    Social audience and reachSocial engagement and activity

Each signal is scored 0 to 5 with half-point precision against published rubric anchors. Layer scores roll up by weight into the overall index.

Methodology

Three commitments separate an MRI from a templated audit.

  1. 01

    Evidence is the contract.

    Every score sits beside the quoted observation that produced it. No assertion stands without evidence. A reader can verify any finding independently — read the quoted line, then go check the page.

  2. 02

    Conservatively scored.

    Signals are measured against published rubric anchors. When evidence is weak, the score is lower. There is no benefit of the doubt — a strong score is intentionally difficult to earn.

  3. 03

    Anchored, not improvised.

    Tier definitions are fixed across every industry and every assessment. There is no curve. A score means the same thing regardless of company size, category, or market.

From a real report — Gulf Winds Credit Union, signal 1.1
1.1 Value Proposition Clarity 1.0 / 5
EvidenceHero: “How Can We Help Move You Forward? / Serving 75 counties in Florida, Alabama and Georgia.” Open-ended question with geographic-coverage subhead. Does not name the category, the audience beyond geography, or a specific benefit.
Finding
  • Hero is interrogative, not declarative — the visitor has to do the work of inferring what Gulf Winds is.
Recommendation
  • Replace the hero question with the declarative version the brand already uses on LinkedIn — name the category and at least one differentiator above the fold.

This is one of 26 signals in the Gulf Winds report — read it in full

Readiness tiers
0–25Foundational
26–45Developing
46–65Emerging
66–80Scalable
81–90Optimized
91–100Elite
How it works

From assessment to action in three steps.

  1. 1

    Assess

    We evaluate your public digital presence across seven layers and twenty-six signals.

  2. 2

    Report

    You receive a scored report with evidence, findings, and prioritized recommendations.

  3. 3

    Plan

    We review the results together and identify the highest-leverage opportunities for improvement.

The output isn’t simply a score. It’s a roadmap.

Piggott bison mark
Who runs it

Built by Scott Piggott.

The MRI wasn’t created as a lead-generation asset. It was developed inside consulting engagements where recommendations had to withstand executive scrutiny and budget decisions — every rubric, threshold, and recommendation structure comes from real-world assessments across mid-market organizations.

The framework is designed to answer three questions:

  • Where are we today?
  • Why did we earn this score?
  • What should we do next?

When a score is low, the report explains exactly why — with quoted evidence and recommendations tied directly to the findings that produced them.

Request an assessment

Get an objective reading of your marketing readiness.

Most organizations have more opportunities than resources. The MRI identifies which gaps matter most, which can wait, and where the next dollar of marketing investment is most likely to move performance — with evidence anyone on the leadership team can verify.

Path one

Commission a full assessment.

A complete MRI on your brand, performed and reviewed by Scott. We start with a 30-minute consultation to align on scope and competitors; typical turnaround is one week.

  • Assessment and scoring
  • Written report
  • Executive walkthrough
  • Prioritized recommendations
  • Working session on next steps
Schedule a consultation

30 minutes. No obligation.

Path two · Early access

Join the self-serve waitlist.

A productized version of the MRI is in development. Drop your email and the domain you want assessed; we will reach out when self-serve runs are open.

No marketing. Just a single message when self-serve runs are open.