The Key Question
I have been writing extensively in the past few months about two key ideas which could transform both martech/retention/CRM (Progency) and adtech/acquisition/reacquisition (NeoN). Here is a short summary of both these ideas (written by Claude).
Progency: The Growth Alpha Engine
Progency represents a revolutionary fusion of platform technology, specialist expertise, AI agents, and continuous improvement that transforms marketing from a cost centre into a profit engine. Unlike traditional agencies that charge for time or martech vendors that sell unused features, Progency operates on performance-based economics where compensation ties directly to measurable business outcomes—creating perfect alignment between vendor success and client results.
At its core, Progency deploys the PEAK framework: Platform capabilities that unlock the full potential of martech systems typically sitting 60-65% underutilised; Expert knowledge from vertical specialists who understand industry-specific challenges; AI Agents Collective that delivers true N=1 personalisation at unprecedented scale; and Kaizen continuous improvement methodology that creates compounding results over time.
Progency specialises in maximising value from “Rest” customers—the often-neglected middle 40-50% showing declining engagement who represent marketing’s greatest untapped opportunity. Through systematic intervention and AI-orchestrated personalisation, Progency converts these wavering relationships into “Best” customer status, effectively doubling the high-value segment whilst eliminating expensive reacquisition cycles.
The revolutionary aspect lies in Progency’s “Department of One for Segment of One” capability—where AI agents (eventually) handle millions of micro-segments simultaneously whilst human experts maintain strategic oversight. This enables marketing teams to focus on their highest-value activities for Best and Next customers whilst Progency takes complete ownership of Rest customer transformation. Like a sophisticated hedge fund that generates alpha through proprietary strategies and superior execution, Progency delivers measurable marketing outperformance that traditional approaches cannot match, turning marketing from necessary expense into the organisation’s primary profit driver.
NeoN: The Beta Efficiency Engine
NeoN revolutionises customer acquisition and reacquisition through authenticated identity targeting that eliminates the massive inefficiencies plaguing traditional adtech. Where brands currently waste 70% of digital marketing budgets repeatedly paying Google and Meta premium prices to reach customers they already know, NeoN creates a direct brand-to-brand marketplace that cuts reacquisition costs by 30-50% whilst improving targeting precision.
The PACE framework powers NeoN’s disruptive approach: PII Matching Engine that enables deterministic targeting through authenticated identity rather than probabilistic cookies; ActionAds that eliminate the devastating “click-through penalty” by enabling complete transactions within partner emails; Cooperative structure where brands simultaneously “print money” by monetising their engaged audiences whilst “saving money” through efficient customer acquisition; and Ecosystem services that expand inventory opportunities whilst enhancing targeting capabilities.
NeoN addresses both “Test” customers (dormant 90+ days requiring reacquisition) and “Next” customers (genuine new acquisitions) through precision targeting that reaches exactly the right individuals without platform intermediaries. When a fashion retailer’s inactive customer appears as an engaged subscriber in a home goods brand’s newsletter, NeoN enables precise reconnection through
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In this series, I will address a critical question recently posed by a colleague: “What prevents these innovations from becoming commoditised? Where are the defensible moats in Progency and NeoN, or will they inevitably suffer the same fate as martech and CPaaS—descending into a race-to-the-bottom pricing war that erodes all sustainable competitive advantage?” This question strikes at the heart of whether these concepts represent genuinely transformative business models or merely temporary arbitrage opportunities destined for commoditisation.
