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Principal-led growth engineering for established online brands

The hardest growth problems live between systems.

We combine marketing judgment and full-stack execution to repair attribution, remove conversion friction, and build human-governed agentic systems. The principals who diagnose the problem stay through the release.

Find the Constraint
  • Founded 2016
  • Four senior builders
  • Marketing judgment + full-stack execution
  • Direct access to the builders
Illustrative operating example· not a claimed client resultIllustrative example· not a client resultIdentity check
  1. Storefrontsession 9F2
    customer_id 847Identity present
  2. Checkoutorder 4821
    customer_id 847Identity present
  3. CRMcontact A17
    customer_id —Missing at handoff
MismatchOrder 4821 cannot join CRM contact A17.
Exception capturedMissing customer_id at the CRM handoff.
This is an illustrative operating example, not a claimed client result. Storefront session 9F2 and checkout order 4821 carry customer identity 847, but CRM contact A17 does not. The mismatch is detected and captured as exception evidence for the missing customer identity at the CRM handoff.

The symptom is rarely where the system broke.

Input from the operating exampleMissing-identity exception
  1. 01AcquisitionPaid click
  2. 02ExperienceSession 9F2
  3. 03ConversionOrder 4821
    Observed breakcustomer_id disappears before CRM
  4. 04RetentionCRM contact A17
  5. 05OperationsLifecycle follow-up
    Dashboard symptomLifecycle revenue is underreported
Named constraintCheckout-to-CRM identity handoff
The missing-identity exception from the operating example is traced from its paid click through session 9F2, checkout, CRM, and lifecycle follow-up. Lifecycle revenue is underreported because customer identity disappears between checkout and CRM. The constraint is named as the Checkout-to-CRM identity handoff.

Mechanism

One constraint. Three moves.

Checkout-to-CRM identity handoffReconcile the identity. Repair the sync. Watch the outcome.
  1. Named constraint
    Checkout-to-CRM identity handoff
    Order 4821 loses customer_id before CRM
  2. 01

    Reconcile identity

    Confirm CRM contact A17 belongs to customer 847.

    Compare checkout, session, and CRM identity keys.

    EvidenceIdentity evidenceCustomer 847 ↔ CRM contact A17
  3. 02

    Repair CRM handoff

    Write customer_id 847 to CRM contact A17.

    Patch the sync mapping and backfill affected records.

    Shipped artifactCRM sync repairCRM contact A17 · customer_id 847
  4. 03

    Monitor the outcome

    Confirm repaired orders return to lifecycle reporting.

    Monitor match rate and route the next identity miss into review.

    Operating artifactMonitored exception workflowMatched orders + lifecycle revenue

Expertise

Diagnosis and delivery stay with the same senior team.

One repair, three operating layersIdentity evidence → trusted CRM record → monitored exception workflow.

  1. Measurement & Attribution

    Scope
    Tracking, event architecture, attribution repair, and analytics your team can trust.
    Output
    Identity evidenceCustomer 847 ↔ CRM contact A17

  2. Conversion & Development

    Scope
    Funnel diagnosis and full-stack implementation across landing pages, checkout, and post-purchase.
    Output
    Trusted CRM recordCRM contact A17 · customer_id 847

  3. Agentic Operations

    Scope
    Agents with explicit human checkpoints, internal tools, exception handling, and production monitoring.
    Output
    Monitored exception workflowMatched orders + lifecycle revenue

Agentic Systems

Agents prepare the work. A principal decides what ships.

When the next identity match drifts, agents collect the unmatched order and CRM contact, check the matching rules, and prepare the sync repair. A principal approves the repair or returns the exception with context.

  1. Checkout ↔ CRMIdentity match drifts
  2. Order + CRM contactCollect unmatched records
  3. Identity policyCheck matching rules
  4. Agent work · 03Prepare CRM sync repair
  5. Principal reviewApprove or return
  6. Approved repairSync to CRM + monitor
Unresolved identitiesReturn with context
Match rate + revenueNext review context
  1. Checkout ↔ CRMIdentity drift
  2. Order + CRMCollect records
  3. Identity policyCheck rules
Agent workPrepare CRM sync repair
Principal reviewApprove or return
Approved
  1. Approved repairSync to CRM
  2. Lifecycle impactMonitor outcome
Unresolved
  1. ExceptionReturn with context
  2. Human decisionReview again
Telemetry to the next reviewMatch rate + lifecycle revenue
Approved repairs sync to CRM and move to monitoring. Unresolved identities and match-rate telemetry return to the next principal review.

The principals

Senior judgment, across the whole system.

Robert leads DRG's marketing work. Blake leads DRG's technology work. Each is fluent in the other discipline, so strategy, measurement, architecture, and execution stay connected.

Experience
20+years each
DRG founded
2016founders still lead

Shared fluency

Marketing decisions account for technical reality; technical decisions answer to customer behavior and growth.
Operating model
Principal-led
Core team
Four senior builders

Leads marketing

Robert Moore

Robert leads growth strategy, measurement, and conversion, with direct involvement in implementation and the decisions that follow.

Leads technology

Blake Basas

Blake leads architecture, development, and automation, connecting each build to customer behavior and the business decision behind it.

Working model

A small senior team, inside the work.

We work with a small number of companies as long-term operating partners. Robert or Blake leads the engagement, and the same team stays close to the systems, decisions, and implementation.

  1. 01

    Access

    We work inside the systems and with the people closest to the problem.

    OutputShared access + named owners
  2. 02

    Decide

    We review the evidence with the people responsible for the next move.

    OutputDecision record + next action
  3. 03

    Build

    A principal stays with the implementation and the people it affects.

    OutputShipped change + runbook
  4. 04

    Operationalize

    Monitoring and context stay with your team after the release.

    OutputDashboard + next review

Start the conversation

Tell us where the growth system is breaking.

Robert or Blake reads every inquiry. Tell us which systems are involved, what the problem is costing, and what you have already tried. If we can help, one of us will reply personally.

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