Technology should solve a business problem

Every week someone asks us to build something because a competitor has it. That is rarely a good reason.

The filter we use

• Is there a number that improves if this works?
• Does someone inside the business own that number?
• Is the process written down, or are we automating a guess?
• Could a rule, a report or an off-the-shelf tool do most of it?

Why a marketing company has engineers

Because the things marketing needs most, from landing systems and tracking to dashboards and customer data, are things engineering has to build. Keeping both under one roof removes the translation layer and the finger-pointing that comes with it.

What we say no to

Projects whose goal is to be seen doing technology. They cost the same as the useful ones and are much harder to finish.