32% of marketers can't name the 4Ps.
16% can't calculate ROAS.
And they don't know it.
The Challenge
The question we keep returning to
Broken Assessment
Based on ADMA's Capability Compass, 32% of marketers can't name the 4Ps. 16% can't calculate ROAS. And they don't know it. The majority of marketing organisations have no real way to measure what their teams actually know.
Fundamentals Neglected
Because assessment is broken, learning programmes are decided by gut feel, not data. They reflect the current hype cycle—Agile, Digital, AI—rather than real needs.
After two decades working with marketing organisations, we keep returning to the same strategic question: How do we build better marketers?
Assessment Challenges
Why assessment fails
Today, most marketing capability assessments suffer from four systemic issues.
Over-customisation
Every company builds its own competency model. This makes it impossible to benchmark or compare across organisations.
The ANA had to aggregate models from 50+ companies just to create a standard framework.
Over-reliance on self-assessment
Marketers rating themselves on abstract skills. Fast and cheap, but inherently biased. Even WFA recommends external validation—which most organisations skip.
Poor UX and low adoption
Internal tools are dull, linear, and designed to serve HR—not the marketer. Unsurprisingly, they get low engagement.
WFA benchmark: 5.2/10 satisfaction score for capability measurement tools.
No benchmark, no context
Without industry-wide standards or contextual comparisons, capability scores feel meaningless. Marketers want to know: how do I compare?
ADMA's Capability Compass: only 32% of marketers could name the 4Ps.
This is solvable. But it requires a different approach.
The Core Thesis
The thesis is simple
AI gives us radically better ways to assess capability—through real-time reasoning, natural conversation, and adaptive questioning.
90% of marketing leaders are already running or planning AI upskilling programmes. The timing couldn't be better.
We're entering a reskilling wave in marketing, similar in scale to the post-2010 shift brought by social, mobile, and performance media. Companies will need a robust way to evaluate talent—not just for tools, but for judgment, creativity, and commercial acumen.
The timing is right. The technology exists.
We're ready to build.
The Journey
How It Works
Build Your Profile
Connect your LinkedIn to import your career history. Set your aspirations—where do you want to be in 24 months? Rate yourself across 10 core marketing capabilities.
Start Your Assessment
No need to block hours in your calendar. Take 10 minutes or 60—the more you engage, the more confident the system becomes in measuring your true capabilities.
Answer Real Questions
From multiple choice to open-ended analysis, voice interviews to case studies. Questions adapt to your level and benchmark against marketing science from experts like Byron Sharp.
Get Your Capability Index
Receive a comprehensive score across all 10 marketing fundamentals. See how you rank against peers by seniority, industry, or geography with confidence intervals.
Discover Your Fingerprint
See the full picture: your self-perception, platform assessment, and 360 feedback from managers and peers. Identify gaps between how you see yourself and how others see you.
Build Your Development Plan
Get a personalized roadmap of learning activities, real-world experiences, and structured interactions designed to close your gaps and accelerate toward your aspirations.
Trust the Results
Thinking of using AI to game the system? We thought of that too. Our advanced anti-cheat detection ensures a level playing field and delivers a truthful picture of capabilities.
AI-Powered Integrity
Advanced anti-cheat detection
Compare & Compete
Benchmark Against Your Peers
See where you stand among marketers at your level, in your industry, or across the globe.
Our Foundation
Built on evidence, not opinion
Drawing on evidence-based marketing science from Ehrenberg-Bass and the IPA Effectiveness Databank, combined with industry-standard capability frameworks from CIM and ANA.
Marketing Science
Byron Sharp
Ehrenberg-Bass Institute
How Brands Grow — the evidence-based foundation for how marketing actually works
Les Binet & Peter Field
IPA Effectiveness Experts
The Long and the Short of It — effectiveness principles from the IPA Databank
Mark Ritson
Marketing Professor & Columnist
Mini MBA in Marketing — practitioner credibility and real-world application
Industry Frameworks
CIM
Chartered Institute of Marketing
Professional Marketing Competencies Framework — the global standard for marketing qualifications
ANA
Association of National Advertisers
Marketing Capabilities Framework — enterprise-grade taxonomy for marketing skills
Our benchmark methodology combines scientific rigor from academic research, practitioner validation from industry experts, and commercial credibility from established professional bodies.
This prototype product has been developed using publicly available publications and established marketing frameworks. All references are to publicly available materials and do not imply endorsement or involvement. It is intended as a proof of concept. We envision the final product being built through co-creation between REBORRN and leading global marketers, in partnership with an accredited industry body.
Product Principles
What we're building
A new way to assess, benchmark, and develop marketing talent.
AI-first. Industry-standard. Built for marketers.
AI-First, Not a Form
The experience should feel like a conversation—guided by intelligence, not a linear questionnaire.
Modular & Flexible
Take a quick 10-minute assessment or dive deeper with 30 minutes. Your choice.
Universal Score, Personal Focus
Everyone gets a score. But it's tied to your domain: Brand, CRM, Performance, Media.
Free, Hard & Repeatable
Like Duolingo meets GMAT. No paywall. No shortcuts. Retake every 30 days.
Your Score, Your Signal
Share publicly. Own your skill. Build a credential that actually means something.
Progress That Matters
Track improvement over time. See how you're growing. Benchmark against peers.
Actionable Recommendations
Don't just score. Get a roadmap: courses, books, case studies tailored to your gaps.
360° Perspective
Combine self-assessment with manager and peer feedback. See how your perception matches reality.
The Vision
The bigger picture
We're not building another HR tool. We're not building a prettier questionnaire. We're building a skill ecosystem — and we want to build it with the people who will use it.
If we get this right, marketers will finally have a way to know where they stand. A continuous signal of skill. A habit of growth. Think of it as a Whoop for marketers — personal, meaningful, and always improving.
But we can't build this in isolation. The best version of this platform will be shaped by the marketers and leaders who use it first.
"We're building this with the industry, not for it. That starts with you."
Get Started
Join the Beta
We're testing with a small group of marketers first. It's free. Takes 10-30 minutes. Help us build something that actually works—and get your score in the process.
No payment required. We'll email you when we're ready.