01 · The Problem
Your reports say things are working. Your sales conversations say otherwise.
Your searches, ads, web pages, tracking, reporting, and sales feedback all live with different people.
Each supplier shows you their slice — the clicks, the enquiries, the dashboard — and each slice looks fine on its own.
But the enquiries that reach you are weak, the conversations go nowhere, and nobody can tell you where it's going wrong.
So you become the integration layer: chasing partial answers across suppliers, trying to work out what any of it means for the business.
That is Coordination Risk.
That's why high-touch firms keep spending more without the conversations getting any better.