What level is your company’s marketing at, and what does it take to lead the market?
The MCRL® Diagnostic is an objective 15-minute conversation with a TBS GROUP partner. We measure acquisition channels, brand touchpoints and communication maturity. The result appears on screen, with an action plan by horizon and by specialist.
Book your session
How it works
- 1
You book
Fill in the form. A partner gets in touch to confirm the best time.
- 2
15-minute session
Objective questions on acquisition channels, brand touchpoints and marketing management.
- 3
Level and plan on screen
You leave with your MCRL® level, the weakest points and next actions by horizon.
The scale that replaces opinion with measurement.
Inspired by NASA’s Technology Readiness Levels, MCRL® (Marketing Communication Readiness Level) was created by .xtrategy to measure marketing maturity with criteria, not guesswork.
Pilot implementation
First structured actions running with goals and measurement.
The nine levels
Foundation Understand and structure
- 1Needs identificationThe company recognises it needs marketing but hasn’t structured anything yet.
- 2Communication analysisAssessment of what exists: brand, channels, materials and perception.
- 3Strategic developmentPositioning, audiences, messages and plan documented.
Traction Execute and adjust
- 4Pilot implementationFirst structured actions running with goals and measurement.
- 5OptimisationChannels, budget and messages adjusted by data.
- 6Full integrationMarketing integrated with sales, operations and management.
Leadership Sustain and lead
- 7Continuous improvementIndicators on a fixed cadence and an improvement cycle in place.
- 8Market leadershipReference brand in its segment, with preference and a price premium.
- 9Sustainable excellenceLeadership sustained over time, with a consolidated brand culture.
A method applied to companies of every size.
Government and international organisations
5 brands
Industry
6 brands
Energy
2 brands
Equipment rental
2 brands
Logistics
6 brands
Distribution
1 brand
Healthcare
5 brands
Education and AI
3 brands
Services
2 brands
Franchising and retail
5 brands
Frequently asked questions
Who runs the session?
A TBS GROUP partner with experience in brand strategy and marketing for mid-size and large companies.
Who is it for?
Mid-size and large companies that want to understand where their marketing stands before investing.
What do I get at the end?
Your company’s MCRL® level (1 to 9), a map of the weakest touchpoints and an action plan by horizon, with the right specialty for each front.
Is my data protected?
Yes. We process data under Brazil’s LGPD and our Privacy Policy, and only send marketing communications with your consent.