We develop a new technique to study ranks of multiplication maps for linear series via limit linear series and degenerations to chains of elliptic curves. We prove an elementary criterion and apply it to proving cases of the Maximal Rank Conjecture. We give a new proof of the case of quadrics, and also treat several families in the case of cubics. Our proofs do not require restrictions on direction of approach, so we recover new information on the locus in the moduli space of curves on which the maximal rank condition fails.