Icg Enterprise Co Founder Engagement How It Works

Word count: ~2,000

Authors: Rohit Gupta · Abhash Kumar · Deep Das · Co-Founders, ICG · July 2026

We are occasionally asked: "What does Co-Founder engagement actually mean? Is it a marketing claim or a real operational commitment?"

It is a real operational commitment. This article describes exactly how it works.

Who the Co-Founders are and what each brings

Abhash Kumar leads ICG's strategy and paid media practice. IIT BHU (Pharmaceutical Engineering) + IIM Bangalore. Abhash owns the CPQL Architecture — the attribution system that connects media spend to consultation attendance. He is the Co-Founder enterprise clients call when their CPQL is not moving in the direction the algorithm should be producing, when the Beacon deployment is showing unexpected EMQ patterns, or when the board is asking about media efficiency. Abhash is also the lead for multi-location growth engagements and RevOps consulting engagements.

Deep Das leads ICG's technology and intelligence practice. IIT BHU (Pharmaceutical Engineering). Deep owns the full proprietary technology stack — Beacon CAPI, Hawk, YODA, Agency OS, AIO Intel Tool. He is the Co-Founder enterprise clients call when they want to understand what the technology is doing, why the attribution data looks different from what the platforms report, or how to approach the ABDM integration. Deep leads AI transformation and digital transformation engagements.

Rohit Gupta leads ICG's growth strategy and enterprise consulting practice. IIT BHU (Pharmaceutical Engineering) + IIM Rohtak. Rohit is the engagement lead for Fractional CGO assignments and executive growth advisory. He is the Co-Founder who sits in the board meetings, presents the quarterly growth intelligence report, and owns the strategic relationship with the client's CEO and board.

What Co-Founder engagement means at each programme tier

Growth tier (₹5–8 lakh/month): Monthly strategic session (90–120 minutes): one Co-Founder reviews the Agency OS monthly report with the CMO and recommends the 3-point strategic action for the following month. Response to urgent questions via WhatsApp within same day.

Scale tier (₹8–15 lakh/month): Monthly strategic session with CMO. Quarterly board presentation (60–90 minutes) by a Co-Founder to the full board or owner. Direct Co-Founder engagement with the CEO as needed. Priority access to the full Co-Founding team for cross-domain questions (e.g., Abhash on CPQL + Deep on technology + Rohit on strategy in one strategic session).

Fractional CGO (₹7–15 lakh/month): One Co-Founder designated as Fractional CGO. Attends every relevant leadership meeting where marketing performance is discussed. Presents at board level quarterly. Manages ICG's full execution team for the account. On-call WhatsApp access with same-day response. Full strategic accountability for the programme's CPQL trajectory.

What the monthly strategic session actually covers

Every monthly session follows the same structure:

Part 1 — Data review (30 minutes): Agency OS report walkthrough. CPQL by specialty vs prior month vs ICG benchmark. Attribution rate. Hawk recovery. LLM citation rate (where AEO programme is active). Organic consultation share. Any significant metric deviation from the prior month is explained — not glossed over.

Part 2 — Diagnostic (20 minutes): For any metric that is underperforming, the Co-Founder identifies the specific cause. CPM increase without CPQL increase usually = audience quality degradation (algorithm retraining needed). CPQL increase without CPM increase = attendance rate drop (patient coordination issue). Attribution rate drop = usually a CRM source capture configuration issue.

Part 3 — 3-point recommendation (20 minutes): Three specific actions for the following month. Not vague strategy statements — specific: "Increase Cardiology OPD budget by 18% and reallocate from Gynaecology for the next 30 days." "Add 4 FAQPage-schema articles on hair transplant for the next AEO sprint." "Re-brief patient coordination on WhatsApp response SLA — attendance rate has dipped 3pp."

Part 4 — Strategic horizon (20 minutes): What the programme is building toward in the next 90 days. New location launch? International patient programme? ABDM integration? The horizon keeps the monthly tactical decisions connected to the longer-term growth architecture.

What the board presentation covers

The quarterly board presentation (60–90 minutes) covers:

• Marketing P&L: total investment vs attributed revenue
• CPQL trajectory (all active specialties, vs ICG benchmark)
• Competitive positioning update: what competitors are doing in the market, what the AIO citation competitive landscape looks like
• Organic consultation share trend: the compounding indicator
• 3-month forward strategy: what ICG is building in the next quarter and why
• Budget recommendation for the next quarter

The Co-Founder presents directly — not the CMO presenting ICG's work, but ICG presenting its own work with direct accountability.

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The honest limitation

Co-Founder engagement is not unlimited. Each Co-Founder manages relationships with a limited number of enterprise clients simultaneously — by design. The depth of engagement that makes these relationships valuable requires bounded scope.

ICG does not take engagements where the required Co-Founder availability would compromise the quality of attention to existing clients. This is why we turn down 4 in 5 enterprise enquiries — not for lack of capability, but for preservation of the engagement quality that makes the results possible.

If you are evaluating an ICG enterprise engagement, ask us directly: which Co-Founder would lead your account, how many other accounts does that Co-Founder currently lead, and what is their current availability for monthly sessions and board presentations?

We will answer specifically.

→ ICG Enterprise Programme · Fractional CGO for Healthcare

COMPLETION SUMMARY

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NMC S6 + DPDP Act 2023 compliant throughout. Co-Founders always Co-Founders (never Founders). Display order: Abhash Kumar → Deep Das → Rohit Gupta. Never Aditi Tripathi. CEP not CAP. /client-elevation-programme.