This document discusses challenges that brands face in managing conversations at scale on the internet. It reports on research conducted through surveys, interviews, and focus groups with current customers. The research found that while most marketing budgets focus on measurable paid advertising, many respondents were looking to engage with influencers and communities to have conversations. However, respondents said they lacked the staff, workflows, and ability to measure outcomes to manage conversations effectively at large scales. The document concludes by reframing the challenge not as scaling conversations, which is difficult, but prioritizing the most important conversations.