Most marketers are stuck running campaigns without a destination, or chasing destinations without a system to get there. We built both, and we built them to work together.

ACCRA is a strategic marketing framework that defines the five campaign goals every marketing initiative serves: Awareness, Consideration, Conversion, Retention, and Advocacy. It sits between upstream strategy work (diagnosis, segmentation, positioning) and downstream execution. Its job is to turn strategic intent into clear, quantifiable campaign goals, each with its own OMTM, supporting KPIs, goal-aware ROAS model, and natural time horizon.

REACT is an operational marketing framework built around five gears: Reach, Engage, Act, Convert, and Talk. Each phase represents a key moment in the customer journey and carries its own OMTM, cost-per metric, and behavioural signal. REACT isn't a sequence or a funnel. It's a connected journey system: marketers interpret customer behaviour, then engage the right phase for the key moment in the customer journey. When all five phases work together, marketing momentum compounds.

ACCRA answers where are we trying to go. REACT answers how do we get there. ACCRA is the strategic compass; REACT is the marketing execution framework. ACCRA defines goals on the right horizons; REACT orchestrates execution against those goals. They are designed to work together: every REACT phase has an ACCRA goal mapped to it, and every ACCRA goal has REACT phases that operationalise it.

AIDA and RACE were built for a world where reach equalled relevance and the customer journey moved in one direction. The marketing funnel assumes each campaign drains buyers from top to bottom and resets every quarter. ACCRA and REACT are built for a different reality: reach is just the first signal, the journey isn't linear, and the work that matters compounds across cycles rather than starting from zero each time. Legacy frameworks aren't wrong. They're incomplete. ACCRA and REACT add the goal architecture, the behavioural signals, and the compounding logic the old models never had.

Mental and physical availability matter. But raw reach is noise. A viral video can reach a billion users and convert zero. What matters is Qualified Reach: did we reach the right people, in the right context, at sufficient quality to move them to the next gear? REACT's Reach phase tracks that explicitly. The framework presupposes the foundational work Sharp describes is in place. It then adds the operating layer above it.

The 60:40 brand-to-activation rule Binet and Field popularised is embedded in ACCRA's time-horizon architecture, not bolted on as a separate split. Each ACCRA goal sits on its own horizon: activation goals measure in weeks, brand-building strategies measure in years. The goal-aware ROAS model preserves the distinction by applying different ROAS formulas (proxy revenue for brand-building goals, direct revenue for Conversion). Marketers using ACCRA pick the right goal AND the right horizon, which is what 60:40 actually defends against.

Each REACT phase is measured by behavioural signals, not vanity signals. The Engage gear reads saves, shares, comments, video completions, scroll depth, and dwell time, weighted by platform via PIM and combined into the Engagement Quality Score (EQS). These signals tell us not just that someone saw us, but how their brain spent its scarce cognitive resources when they did. Behavioural signals are the closest the framework gets to answering why.

Yes. ACCRA and REACT are open frameworks, like AIDA or RACE. Any marketer can adopt them, teach them, or build measurement systems around them. REACTIQ360 is the platform that operationalises the frameworks at scale, with the metric library, the goal-aware ROAS engine, and the behavioural signal layer pre-built. But the frameworks themselves stand on their own.

Sutherland is right that the irrational customer is real, that brands are built on emotion and meaning as much as logic, and that the best marketing of the last fifty years rarely came from a dashboard. We don't dispute any of that. The honest answer is that bad measurement kills creativity. Quarterly ROAS pressure applied to brand-building work, last-click attribution on long-cycle decisions, dashboards that reward what's easiest to count over what actually compounds: these crush ambition.

ACCRA and REACT are built to make the right measurement possible, not to flatten the work. Each ACCRA goal sits on its own time horizon. Each REACT phase has its own metric. Goal-aware ROAS means brand-building campaigns are not judged by direct-revenue formulas they were never designed to deliver. Accountability and craft are not opposites. Marketers who do creative work deserve frameworks that defend it, not metrics that misread it

Both. ACCRA's five goals (Awareness, Consideration, Conversion, Retention, Advocacy) are universal: every brand has them, every campaign serves one of them. REACT's five connected phases (Reach, Engage, Act, Convert, Talk) describe key moments in the customer's journey, not a sector-specific funnel. What changes between B2B and B2C is the math behind each gear, not the framework itself: B2B journeys run longer, involve buying committees, and weight Retention and Advocacy differently. B2C journeys are shorter, more impulse-driven, and weight Reach quality and Engage signals differently. The frameworks accommodate both because they were built around how journeys actually work, not around channel mix or sales cycle length.