Your buyers ask AI who to pick. Make sure it’s you.
Gets you selected acrossChatGPTClaudeGeminiPerplexity
RocMode shows you whether AI picks you or your rival, finds the work that changes it, builds that work, and sends it to you to approve. Then it proves what moved.
We ask ChatGPT, Claude, Gemini and Perplexity the questions your buyers ask, and show where they pick you and who they pick instead. Free, no login. What’s the Score? Or sign up free and try everything for 14 days.
RocMode · Live read · Monday by Nine (example)
Asking ChatGPTBefore
The AI marketing and sales platform
Marketing and sales, rebuilt for the age of AI.
Your website in. A whole marketing and sales team’s work out. RocMode learns your brand from your site, then does the work: strategy, website, ads, social, PR, partners, email, design, and the deck that wins the deal. You approve every piece.
Other tools do one job. This does all of them, as one story.
Other AI guesses. This works from your facts and proof.
Other tools stop at the post. This follows it to the signed deal, and learns what won.
How it works
KnowWhere you really standActWhat to fix firstCreateWe build the work. You approve itProveDid it move?
Know · Step 1 of 10
It gets you. It gets your customers. It connects the dots.
Everything about your brand, your buyers and your rivals, sorted and connected.
Then it works out what to say, where, when and why. It’s the brain behind every step.
Builds: Customers · Offerings · Rivals · Proof
RocMode · BrandGraph · sample data
Following one momentCISO · Comparing · “Who’s the best managed security provider for a hospital group?”Moment found
Brand core3 found
Voice3 found
Visual identity3 found
Products and services3 found
Pricing3 found
Personas and markets3 found
Pains, gains, jobs3 found
Journeys and objections3 found
Proof and trust3 found
Content3 found
Competitors and partners3 found
Team2 found
Halvard Security35 facts
Two hospital case studies/partners
FactClaimProofAI-suggestedExample: Halvard Security, an invented managed security provider.
Reading halvardsecurity.com.au, socials, reviews and listings…
Halvard SecurityBrandGraph
12areas, all connected
3personas
15moments
6rivals
Sample data
Your customers
Customers
›
Personas
›
Journeys
›
Pains, jobs, objections
›
Moments
What you sell
Products and services
›
Offerings
›
Value proposition
›
Differentiation
Your rivals
Competitors
›
Industry
›
Expectations
›
Gaps to exploit
Moments + offerings
Opportunities
›
Campaigns
›
Ads
›
Sales
Content gaps
›
Content
›
Website
So it knows
What to say.Where. When. Why.
Moment foundCISO · Comparing · “Who’s the best managed security provider for a hospital group?”
Know · Step 2 of 10
Your strategy, from everything it knows.
Positioning built from your offerings and the gaps your rivals leave.
Claims you can’t back get cut before anyone sees them.
Seen isn’t selected. AI picks the brands it can tell apart.
Every era of marketing had its visibility number, and AI mentions are just the newest. Most AI tools still sell you visibility. But being mentioned isn’t being chosen, and for the first time you can measure the pick itself.
BroadcastAwareness
Media buyingReach
SearchRankings
SocialFollowers
AIMentions
What countsSelected
What AI made cheap
Making things.
Posts, pages, ads and reports in minutes
Anyone with a login can do it
Your competitors have the same tools
Sell on volume and you compete on price.
What AI made measurable
Being chosen.
Brand ABrand BYouBrand CBrand D
Buyers ask AI who to pick, and it names a few brands
You can ask the same questions and see who’s named
So you can see, moment by moment, where you win and lose
Compete on this and you compete on results.
See it on your brand
See how often AI picks you. Free.
We ask the AI assistants your buyers use the questions they really ask, many times each, at every step of their journey. Then we show where you’re picked, where you’re passed over, and who wins instead.
Your free Selectability Score asks the AI assistants the questions your buyers ask, without your name in them. You see who gets picked, at which moment, and the three gaps to fix first.
Marketing has one job: to get the brand selected. Not seen, not liked, not followed. Selected.
Everything else either makes that more likely or guesses at whether it happened. So ask one question of every tool, channel and campaign: will this get us selected?
The "so that" test
Take any marketing activity and keep asking "so that what?" We post on LinkedIn, so that people in our market see us. So that they remember us. So that we're on the list when the need arises. So that they choose us.
Try it on a trade stand, a price cut or a new logo. Every chain, long or short, should end on the same sentence. One that ends anywhere else has no job to do.
Most of the work happens before anyone is buying
The Ehrenberg-Bass Institute, whose body of research is the most tested in marketing, has long argued that brands grow by being easy to think of and easy to buy. Professor John Dawes estimates that up to 95% of business buyers aren't in the market for a given product at any one time (Ehrenberg-Bass). He's clear that the figure is a rule of thumb that varies by category, not a precise count.
So most marketing reaches people who won't buy for months or years. It works by leaving a memory that surfaces when they finally do. A 2025 study fits: in large business purchases, buyers wrote their shortlist on day one, mostly from memory.
The stand-ins
A choice made from memory, months later, leaves nothing to count at the time. So marketing counted what it could see.
What we count
What it stands in for
Reach and impressions
They might have noticed us
Awareness
They might remember us when it matters
Traffic
They might be considering us
Engagement
They might care
Leads
They might be choosing
Pipeline
They might choose us
Sales, market share and win rate are missing from that table on purpose. They aren't stand-ins. They're the outcome, counted after the fact.
What nobody could see was the odds beforehand: at this moment, with this buyer, how likely were we to be picked? Every row above is a "might", a way of estimating those odds. Being seen matters, because nobody chooses a brand they've never met. But it's the first step, and it has long been treated as the whole job.
What a choice is
A choice has four parts: one or more buyers, a moment of need, a set of alternatives and a pick. The alternatives always include doing nothing.
Sometimes the alternative isn't another firm at all. In 2023 a major airport asked us to quote for a digital gift finder, a short quiz to help shoppers choose a present in time for Christmas. It came through a warm referral, and we had a quote back within a fortnight of the brief. About a month later, after a wait on a key person's leave, the answer came: they'd bought an off-the-shelf product instead. We hadn't lost to another agency. We'd lost to a different kind of answer, one that was never on our list of competitors.
Two things follow. First, the job is bigger than promotion. Of the old marketing mix, the 4Ps of product, price, place and promotion, only one is promotion. What you sell, what it costs and where it can be bought decide choices as surely as any campaign.
Second, the job doesn't end at the first sale. A renewal is a choice. So is a recommendation to a friend.
Selectability
Selected is the outcome. Selectability is the odds of it.
I define Selectability as the odds that a buyer, at a given moment, picks you over the alternatives, doing nothing included. A moment is one kind of buyer at one step of their journey.
Its counterpart is visibility: the odds that a buyer, or a machine, notices you. A brand can be seen everywhere and selected almost nowhere.
Selectability is also specific. You can be highly selectable to one buyer at one moment, and barely selectable to another. One number for the whole brand hides that.
People have tried to estimate these odds for decades, through brand-equity models such as Kantar's Meaningful Different framework, which predicts a brand's share from surveys of how buyers see it (Kantar), conjoint studies and win-loss reviews. Those average a market, stage a choice or look back at one deal. What they lack is the moment. What's new is that AI assistants now advise buyers, and can be asked those buyers' questions directly, as often as you like. Part five turns that into the Selectability Score.
The Selectability Score is itself a stand-in. It samples what buyers and machines say; it doesn't observe the sale. It's better because it measures the choice at the moment, not exposure, and it comes with honesty rules. Your own sales data always outranks it.
Not only marketing's job
Read the first sentence of this chapter again with "sales" in place of "marketing". It still holds. So the job is simple, and the best research has said so for years. How, then, did we build an industry where every team hits its number while the brand loses the choice?
Whose evidence this is. The Ehrenberg-Bass Institute sells research to sponsor brands. Kantar sells brand tracking, including the framework named here. There's no vendor survey data in this chapter.
Try this
Run the "so that" test on your five biggest budget lines. Mark any chain that never reaches "so that they choose us".
