# Directive

> Directive is an Irvine-based B2B marketing agency that connects paid media, content, creative, revenue operations, commerce, and communications to qualified pipeline and revenue. Founded by Garrett Mehrguth and Tanner Shaffer, it serves technology, industrial, and services businesses through its Customer Generation approach, DiscoverabilityOS methodology, and proprietary Stratos platform.

- **Founded:** 2014
- **Headquarters:** Irvine, United States
- **Founders:** Garrett Mehrguth (Co-founder and CEO), Tanner Shaffer (Managing Partner and Co-founder)
- **Products:** Customer Generation / DiscoverabilityOS, Performance, Commerce, Communications, Stratos
- **Notable:** Inc. 5000 rank 468 in 2019, 1,150 in 2020, and 2,810 in 2021., Company reports influencing more than $1 billion in client revenue in its September 2026 announcement., Published ServiceChannel case reports 56% quarter-over-quarter pipeline growth and a 24% reduction in cost per acquisition.

## Products & services

- **Customer Generation / DiscoverabilityOS** — Integrated methodology aligning brand and demand around qualified pipeline, with principles labeled Model, Define, Captivate, Convert, and Scale.
- **Performance** — Paid media, programmatic advertising, SEO and content, performance creative, revenue operations, and startup marketing.
- **Commerce** — Marketplace ads, shopping campaigns, and product feed management for B2B commerce.
- **Communications** — Public relations, organic social, influencer programs, and paid social; expanded division announced September 2026.
- **Stratos** — Proprietary AI intelligence and execution platform connecting marketing and CRM signals for Directive strategists; supports research, reporting, audience analysis, and campaign decisions.
- **Customer Generation DIY course** — Self-directed training in Directive’s customer generation methodology; linked from its methodology page.
- **Directive InfluenceOS** — B2B influence framework covering employees, customers, practitioners, experts, and strategic networks; reported in October 2026.

## Achievements

- Inc. 5000 rank 468 in 2019, 1,150 in 2020, and 2,810 in 2021.
- Company reports influencing more than $1 billion in client revenue in its September 2026 announcement.
- Published ServiceChannel case reports 56% quarter-over-quarter pipeline growth and a 24% reduction in cost per acquisition.
- Founder-led agency reported $30M annual revenue in September 2026.

## Latest updates

- **2026-09** — Announced expanded Communications division covering PR, organic social, influencer marketing, and paid social. Paid social moved from sister brand Abe into the division. The company reported $30M annual revenue.
- **2026-10** — Net Influencer reported the introduction of Directive InfluenceOS, a B2B framework focused on relevance, customer fit, continuing relationships, and business outcomes.

## Links

- Website: https://directiveconsulting.com/
- LinkedIn: https://www.linkedin.com/company/directive-consulting
- Twitter/X: https://x.com/directiveagency
- YouTube: https://www.youtube.com/watch?v=a5930zdOpJI
- Instagram: https://www.instagram.com/directiveconsulting/
- Facebook: https://www.facebook.com/directiveconsulting
- TikTok: https://www.tiktok.com/@directiveconsulting

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Profile page: https://yespress.io/directive
Published by YesPress — https://yespress.io
Last updated: 2026-10-23