I interview Adam Edwards, co-founder of Metric Theory, about the company’s founding journey, challenges, and eventual sale to S4 Capital. Adam shares insights into the evolution of Metric Theory, from its beginnings as a pivot from Meltwater Reach's unsuccessful SMB-focused strategy to becoming a successful digital marketing agency.

The interview provides a behind-the-scenes look at the growth of Metric Theory, highlighting how process-driven strategies, client-focused sales, and commitment to employee development contributed to the agency’s success and eventual acquisition.

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