Scott Krauss.

Founder of MadTech Growth. Twenty years operating at the intersection of media, martech, and measurement — now focused on how AI systems choose which firms to recommend, and what professional services firms should do about it.

I started MadTech Growth after watching a pattern play out repeatedly in my own advisory work: firms with real-world reputation that was not translating to AI-layer reputation. The partners everyone in the category knew. The RIAs with the AUM and the referral machine. The surgeons on everyone's short list. Ask ChatGPT or Perplexity about the category, and those firms were often missing — while competitors with a fraction of their standing were being named.

The gap is not a measurement problem. It is a structural one. AI systems weight third-party citations, credential verifiability, and machine-readable content in ways that are orthogonal to the traditional marketing stack most professional services firms have invested in. Closing the gap requires a different kind of work.

What I do here

I lead every MadTech Growth engagement personally. I run the measurement. I do the analysis. I write the roadmap. When we engage a contributor or partner for specialist work (Wikipedia eligibility review, schema implementation, compliance review), they're named explicitly in the scope. No surprise hand-offs.

This is a deliberate choice about operating model, not a phase. The engagements I care about are the ones where I have enough context to be genuinely useful — and that means working with a small number of firms at a time, not a scaled agency book.

Areas of focus

• Generative Engine Optimization measurement methodology for professional services categories
• Brand authority architecture and third-party citation strategy
• Agentic commerce readiness — how AI agents will shortlist firms on behalf of clients
• Compliance-aware GEO work for regulated industries (legal, wealth, medical, insurance)

Writing & published work

I write the MadTech Growth insights library personally. Pieces I recommend starting with:

• How AI Agents Choose Businesses — the decision criteria AI systems use when recommending firms, and why traditional SEO signals are insufficient
• Content Strategy for LLM Narrative Control — how to structure content so AI models cite your framing rather than a competitor's
• GEO Measurement: Invest Anyway — why imperfect measurement is not a reason to delay GEO investment

How to work together

Every engagement starts the same way: a free AI Presence Snapshot. I run a focused, multi-run read of your firm's current visibility and send you a written summary. If the gap is real and the work is a fit, we talk about a baseline engagement. If it's not, I'll tell you — diagnosis without prescription is the point.