— About, 2026
A performance company for the agentic era.
Systems Theory was founded on a simple premise. Performance marketing, network operations, and back-office work are all undergoing the same shift at the same time, and the companies that serve them need to be rebuilt around AI orchestration, not retrofitted with it. We started with customer acquisition because that is where our experience is deepest, and we are extending from there.
PRINCIPLES / 04
01 / EXPERIENCE
Operators first, everything else second.
Strategy comes from people who have done the work. Campaign management, network operations, and media buying across every major performance category. Taste and judgment that cannot be shortcut by a model.
02 / ORCHESTRATION
AI handles the repetitive surface.
Proprietary agent infrastructure runs monitoring, reporting, routing, and reconciliation. The goal is not to replace people. The goal is to let the right people spend their time on the work that compounds.
03 / OUTCOMES
Measured to payback, not impressions.
We take on advertisers who measure outcomes the way we do. CPA, LTV, ROAS, payback window. Volume matters, but volume without quality is a setup for a hard conversation later.
04 / STANDARDS
Senior attention on every engagement.
Builders and operators, not delegators. A small roster is a deliberate constraint. It is the thing that lets us move quickly and stay accountable to the work.
FOUNDER
Marcus Fucci
Founder & Principal
Marcus has spent nearly two decades leading revenue and operations at scale in the performance marketing industry, most recently at a publicly-traded ad-tech company where he built and ran the revenue strategy function across consumer-facing media properties.
He started Systems Theory to build what he kept wishing existed, a performance company that treats AI orchestration as foundational infrastructure, run by people who actually know how the work gets done.
Based in New Hope, Pennsylvania.
EXPERIENCE AT A GLANCE
TENURE
~20 years in performance marketing
DOMAINS
Revenue strategy, media buying, network operations, partner management
CATEGORIES
Gaming, subscription, fintech, eCommerce, lead generation
CONTACT
marcus@systemstheoryhq.com
TEAM & OPERATIONS
STRUCTURE
Small, senior, distributed.
A core team of operators and builders across the United States, plus embedded partners for finance, engineering, and creative work as engagements require.
CADENCE
Weekly ship, daily signal.
Engagements run on weekly shipping rhythm with daily reporting from agent infrastructure. Clients see what we see, in the same window we see it.
POSTURE
Selective, not scarce.
We run a small number of engagements at any time. Not a marketing posture, an operating constraint that keeps quality high and timelines honest.