Impact Report / Strategy
| Attribute | Definition |
|---|---|
| Business | Amazon focused marketplace growth agency. Full service marketplace management, advertising, creative and brand protection. |
| Buyer | the CEO, CEO and Founder, now the direct marketing owner following the VP Growth stepping back. |
| Geography | USA and Canada. 100% of delivery is US. |
| Verticals | Beauty is the top vertical and core expertise. Then health and wellness, then baby. Services extend to industrial, automotive and fashion. |
| Size, high priority | 51 to 200, 201 to 500, 501 to 1,000, 1,001 to 5,000 |
| Titles | Director of Amazon or Ecommerce, Director of Marketplaces, VP Ecommerce, Amazon Manager. Founder and CEO at emerging brands. |
| Seniority by size rule | Do not target Director at 1,000+ employees. Use VP, CXO, Owner and Partner instead. |
| Contract floor | $7,500 to $15,000 per month. Companies under 50 employees are unlikely to clear it. |
| Secondary ICP | Prime Day and Enterprise Account 60 ecosystem. Lower ACV, roughly $5K entry. Meta is the primary channel for this ICP. |
From the April analysis. Five competitors profiled: Competitor 18, Competitor 26, Competitor 20, Competitor 22, Competitor 27.
| Gap | Status now |
|---|---|
| Original category intelligence and research | Validated. The AI Shopping Report produced 10 of 18 leads. |
| CEO led thought leadership as a BD engine | Untested. the CEO's profile sits with the PR agency, no posts delivered. |
| Profitability and incrementality, not just ROAS | Untested in creative. |
| Beauty and wellness depth with global reach | Validated. Retail Health and Personal Care posts the best CTR of any material industry at 3.06%. |
| AI driven commerce discovery readiness | Validated by traffic. 389 unpaid sessions from ChatGPT, Copilot and Perplexity, roughly ten times what all paid sends to the site. |
Three competitors are actively engaging with this account's content: Competitor 27, Competitor 1 and Competitor 9, two at very high tier. Read as a signal the positioning lands.
Everything in this report that is inferred rather than measured. Challenge any of it.
| Assumption | Why it matters | How to settle it |
|---|---|---|
| Activate is gated and unscored in the EMS | Moves the score by several points and could cross the 41 boundary back into Ramp. | Confirm against the doctrine's pillar weighting. |
| Frequency and penetration are platform reported | Reach is de-duplicated per campaign but not across campaigns, so a person in three retargeting ad sets is counted three times. | Account level reach export. |
| Estimated spend by segment uses impression share | Ranking is sound, absolute dollars are indicative. | Audience Tuning export with cost columns. |
| The affiliate keyword finding is keyword level | Shows what we bid on, not what people typed. The intent read is directional. | Google search terms report. |
| Google is $2,809 per month | A separate $2,500 credit was recorded in May. Media and credit may have been conflated earlier. | Confirm the commercial arrangement. |
| The 30/60/90 account progression | Only one Company Hub snapshot exists, so progression cannot be shown. | Monthly snapshots from the LinkedIn specialist. |
Definitions are fixed here so every tab reads the same way. LinkedIn's function labels do not map cleanly to buyer roles, so the mapping is stated explicitly.
| LinkedIn function | Contains | Buyer status |
|---|---|---|
| Business Development | Founder, Co-Founder, Owner, CEO, President, COO, Board Member, plus partnerships | Economic buyer |
| Marketing | CMO, VP Marketing, Marketing Director, Brand Manager, Brand Specialist, Digital Specialist | Functional buyer |
| Operations | COO, VP Operations, Supply Chain, Marketplace and Ecommerce Operations | Functional buyer |
| Sales | Sales Director, VP Sales, Account Executive. At a vendor or agency these are sellers. | Usually not |
| Engineering, IT, HR, Legal, Finance, Arts | Support functions | No |
| Tier | Audience | Standard | This account |
|---|---|---|---|
| Tier 1, warm | Website visitors, ad engagers, CRM and newsletter uploads | 60% | 40% while pools build. Newsletter and website lists still not uploaded. |
| Tier 2, ABM | Named target accounts, competitor followers | 25% | 35%. 794 accounts, 69.1% penetration. |
| Tier 3, cold | One controlled persona audience at a time | 15% | 25%. Two TOF campaigns at 10 to 13% penetration. |
| Category | Entities |
|---|---|
| Client self | Northwind Commerce, both entities including the duplicate record |
| Agency | Impactable (own domain) |
| Marketplace operator | Amazon |
| Direct competitors | Competitor 27, Competitor 1, Competitor 9, Competitor 10, Competitor 11, Competitor 4, Competitor 6, Competitor 23, Competitor 7, Competitor 21, Competitor 12 |
| Adtech and analysts | Competitor 30, Competitor 24, Competitor 25, Competitor 28, Competitor 29, Competitor 5, Competitor 16, Competitor 13, Competitor 33, Competitor 3 |
| Industry level | Advertising Services, IT Services and IT Consulting |
| Website paths | /careers/, /career-page-new/, /wp-content/uploads/2022/02/theresumator_helper.html |
| Canonical spend | DemandSense verified. LinkedIn $14,473.64 (89d), Google $3,932.69 (42d). Never summed without stating both windows. |
| Canonical leads | 18 through 31 July, 17 through 28 July. Deduped against the CRM label. |
| Conversions | Never quote one figure without naming the source. |
| Missing data | Absence is reported as absence. A disconnected source is never a measured zero. |
| Name matching | Normalise, strip suffixes, minimum 5 characters. Prefer email domain over company name. |