CEO, Founder, CFO, Board and Executive Leadership
Understand the impact on margin, predictability, efficiency and governance.
MCI Manifesto
The thesis: why the conversation replaces the lead as the unit of value.
Read manifesto
Invisible Margin Calculator
Estimate how much your operation loses each month in avoidable discount and lost cycle.
Calculate
Operational Amnesia Diagnostic
Discover your IAm and the main gaps draining margin.
Diagnose
Cases by vertical
MCI applied by sector — see how the method translates into real operation.
See case
CMO, CRO, Head of Sales, Marketing, CS, CX and Support
Understand operational concepts and apply them to the daily routine.
What is Integrated Conversational Marketing
Fundamentals: from the static funnel to the conversational cycle.
Study now
The 8Cs Framework
Customer, Context, Content, Communication, Cost, Convenience, Trust and Consistency.
Study now
Operational Amnesia Index — IAm
What it measures and how to track the evolution of operational memory.
See in glossary
Decision states and archetypes
The 5 profiles and how to lead each conversation.
Explore
MCI Simulator
Compare the amnesic company with the one that governs context.
Simulate
Cycle Guardian (Serious game)
Train conversational decision-making across real cycles.
Play
RevOps, Ops, Product, Technology, BI, CRM and operational leadership
Move from theory to a pilot cycle.
Operational Amnesia
The root concept that underpins the methodology.
See definition
Data Plane, Decision Plane and Action Plane
Conversational infrastructure across three planes.
Study now
Badge and Context Tray
The operational artifacts that preserve context across turns.
See in glossary
Conversational Forecast
Predictability based on conversation, not on the rearview mirror.
Study now
MCI Diagnostic
Establish the baseline of your cycle before the pilot.
Diagnose
Cases by vertical
Take inspiration for your pilot from a similar operation.
See case
Study the MCI through your role
Five entry points to the same methodology. Pick how you lead and see the questions, metrics, and the next right tool for you.
You read the MCI as a predictability contract: operational amnesia becomes a P&L line, and the Conversation Score becomes a board-level indicator.
- How much of my margin is evaporating to cycle resets?
- How do I turn IAm into an executive committee goal?
- What is the conversational forecast for the next 90 days?
You see the MCI as the end of the linear funnel: content, media, and attribution start operating by state and archetype, not by stage.
- How do I map my current funnel to the 6 cycle states?
- What content does each archetype need in each state?
- How do I attribute revenue to conversations instead of clicks?
You use Archetypes and the Context Badge to shorten cycles and stop burning discount: every conversation enters the pipeline with memory.
- Which archetype dominates each stage of my funnel today?
- How do I prevent defensive discounting with live context?
- Which pT signals show real progress, not quota pressure?
You are the Cycle Guardian: the Context Tray, frictionless handoffs, and operational IAm protect the margin before it turns into discount.
- Where does my operation forget the customer between channels?
- How do I instrument the Context Tray without rebuilding the CRM?
- Which cycles repeat symptoms and demand a structured reset?
You translate the MCI into three P&L lines: avoidable discount, early churn, and rework cost. The Conversation Score becomes a forecast variable.
- What is my operation's monthly invisible margin?
- How do I amortize the investment in conversational infrastructure?
- How do I tie the Conversation Score to the quarterly forecast?