Marketing
Independence
The buck starts and stops with marketing. Every marketing initiative — from landing page creation to campaign attribution to checkout optimization — should be executable by the marketing team without requiring IT or RevOps involvement.
The Vision
Data flows downstream to Salesforce automatically. IT can QA after the fact if they choose. But marketing never waits.
This is not about replacing IT — it's about giving marketing the tools to operate at the speed the business demands while maintaining proper governance and data integrity.
Success Metrics
Phase 1: Rapid Deployment
Get marketing operating independently on a modern stack with all lead generation pages rebuilt and optimized.
Landing Page Migration
Rebuild highest-traffic funnels on Webflow Enterprise or optimize HubSpot. Sub-1-second loads, direct Figma import, built-in A/B testing.
Stripe Checkout
Replace custom implementation with Stripe Checkout. Apple Pay, Google Pay, promo codes — all built in. Marketing can style without IT.
Salesforce Control Panel
AI-powered self-service for SKU creation, campaign attribution, segments, and promo codes. Marketing owns it, IT can QA after.
Marketing AI Agent
Analyze landing pages, suggest optimizations, generate redesign recommendations. Rapid iteration support.
Phase 1 Deliverables
Phase 2: Full Independence
Systematically rebuild the entire marketing technology stack for end-to-end autonomy.
Unified Data Collection with Segment
One script replaces multiple tracking scripts. Data routes automatically to Hyros, Amplitude, GA4, and warehouse. Marketing can add destinations without engineering.
Analytics Overhaul
Fix Amplitude to capture 100% of needed events or migrate to better-fit platform (Mixpanel, PostHog, Heap). Self-serve dashboards for all teams. Real-time reporting.
Data Warehouse Evaluation & Optimization
Comprehensive review of current data lake migration and architecture. Evaluate whether to optimize existing solution or consider alternatives (Snowflake, BigQuery, etc.). Provide strategic recommendation that respects existing investment while ensuring long-term scalability.
Advanced Marketing Automation
Automated campaign deployment, dynamic promo codes, personalized checkout experiences, automated QA testing for every deployment.
Ongoing Optimization
Continuous A/B testing, monthly performance reviews, new page builds within retainer, technology stack maintenance.
Technology Stack
| Function | Current | Recommended |
|---|---|---|
| Landing Pages | HubSpot + custom | Webflow Enterprise |
| Payments | Stripe Elements | Stripe Checkout |
| Data Collection | Multiple scripts | Segment |
| Analytics | Amplitude + GA4 | Evaluate & Fix |
| Data Warehouse | Amazon Data Lake (in migration) | Review & optimize current or evaluate alternatives |