Question 1

What is MSQ?

Accepted Answer

MSQ is a strategic marketing operating system for agencies and advisory firms. It provides a nine-pillar diagnostic framework, AI-augmented tools, and a methodology that helps agencies sell marketing strategy as a standalone product rather than bundling it into execution fees.

Question 2

What is the MSQ Index?

Accepted Answer

The MSQ Index is a diagnostic assessment of 45 questions across nine strategic pillars. It surveys every member of a client’s C-suite to surface misalignments between what leadership intends and what marketing actually delivers. Over 5,000 businesses have been assessed through the MSQ Index.

Question 3

What are the nine pillars of the MSQ framework?

Accepted Answer

The nine pillars are: Position (brand differentiation), Capability (people, processes, budgets), Channel (customer reach), Buyer’s Journey (awareness to purchase path), Communication (value articulation), Starting Conversations (engagement initiation), Product/Service (offering definition), Client Management (relationship management), and Client Service (service delivery and lifetime value).

Question 4

Who is MSQ for?

Accepted Answer

MSQ is designed for advertising agencies and advisory firms who want to move upstream from execution to strategy. It helps agencies position themselves as strategic partners rather than suppliers, command higher fees, and build longer client relationships.

Question 5

What is The Space Between podcast?

Accepted Answer

The Space Between is MSQ’s fortnightly podcast hosted by Ben Slater, Seth Hawthorne, and Debbie Richardson. It explores the gaps in agency-client relationships — the unstated assumptions, unasked questions, and misaligned expectations that drive dysfunction. Guests include agency founders, marketing leaders, and strategy specialists.

Two truths. One gap.

Ready to ride the wave?