Marketing Readiness Index

Score your marketing the way an analyst would.

The Marketing Readiness Index audits a brand's publicly observable digital presence across six layers and twenty-one signals. Every score is anchored to evidence. Every recommendation ties to a finding. 0 to 100, with the work shown.

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Layers
6
Signals
21
Tiers
6
Scale
0–100
The framework

Six layers. Twenty-one signals. One number, 0 to 100.

  1. 01

    Presence

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

    Weight 20 / 100
    Value proposition clarityNavigation structureContent depthTrust signals on pageMobile experience
  2. 02

    Visibility

    Can the right audiences actually find it?

    Weight 20 / 100
    Organic search presenceBacklink authorityPaid media signalsLocal listings presence
  3. 03

    Performance

    Once a visitor arrives, does it convert?

    Weight 20 / 100
    CTA clarity and prominenceConversion path simplicityOffer strengthTechnical performance
  4. 04

    Strategy

    Is there a coherent story across channels and pages?

    Weight 15 / 100
    ICP clarityDifferentiationContent strategy coherenceCross-channel consistency
  5. 05

    Operations

    Is the marketing stack instrumented to learn and improve?

    Weight 15 / 100
    Analytics and trackingMartech and automation
  6. 06

    Trust

    Do third parties validate the brand?

    Weight 10 / 100
    Reputation and third-party validationAuthority signals

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.

Sample

Two credit unions. Same score. Different gaps.

Gulf Winds and PenAir both landed at 52 of 100, both Emerging. The framework surfaces exactly where each one diverges. Scroll inside either report to read evidence at the signal level.

Methodology

Three commitments separate an MRI from a templated audit.

  1. 01

    Evidence is the contract.

    Every score sits next to the quoted observation that produced it. No assertion stands without its source. A reader can verify any claim by reading one quoted line, then go check the page themselves.

  2. 02

    Conservatively scored.

    Each signal is bounded by published anchor examples in a 0 to 5 rubric. When evidence is weak, the score is lower. There is no benefit of the doubt. The threshold for a "good" score is calibrated so that a 70 reads as genuinely strong.

  3. 03

    Anchored, not improvised.

    Six tiers (Foundational, Developing, Emerging, Scalable, Optimized, Elite) defined by score band. Tier thresholds are fixed, published, and identical across brands. There is no curve. A 70 in financial services is a 70 in agricultural equipment.

Tier thresholds
0–25Foundational
26–45Developing
46–65Emerging
66–80Scalable
81–90Optimized
91–100Elite
Piggott bison mark
Who runs it

Built by Scott Piggott. Reviewed by the person who wrote the rubric.

Piggott helps mid-market brands measure where their digital marketing actually stands, then build the roadmap to move it. The MRI is the framework used inside every Piggott engagement, now available as a standalone deliverable.

When an assessment surfaces a low score, the report explains why with quoted evidence, and the recommendations tie back to the specific finding that produced them. You get the framework. You get the score. You get something you can hand to a team on Monday morning.

Get your reading

Two ways to get an MRI.

Pick the path that fits. Both end with the same report shape: score, evidence, prioritized roadmap.

Path one

Commission a full assessment.

A full MRI on your brand, scored and written by Scott. We start with a 30-minute consultation to align on scope and competitors, then run the assessment. Typical turnaround is one week, including a walkthrough of findings and a working session on the top opportunities.

Schedule a consultation
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.