Almost every serious problem we are called in to fix started as a handoff. Marketing bought the platform, IT owned the integration, an agency built the pages, and nobody owned the seam.
So we built our practice around the seams. You could buy these three capabilities separately. What you cannot buy separately is the coordination. And coordination is where the value compounds.
There are six critical seams and in our framework, one team owns all of them.
Seam
One team owns it, so…
The integration seam
The lifecycle seam
An MQL means the same thing in both systems, with real entry and exit criteria.
The build seam
Designers build inside the marketing platform. Forms and tracking ship with the page.
The tracking seam
One UTM and taxonomy standard, enforced across web, MAP and CRM.
The governance seam
Data definitions, PII and access are governed the same way in all three systems.
The escalation seam
One team owns the whole path, so diagnosis starts before blame.
One team, one framework, one accountable owner. That is the difference between three capabilities and one system.
The MAC Framework at a glance
Every discipline is built on the same five-pillar spine: three shared pillars, plus two unique to that discipline. Each pillar has a clear capability, so you can see where you are strong, where you are exposed, and where the next investment should go.
Shared pillarsThe same in all three disciplines
Discipline pillarsUnique to each discipline
Instance structure, integrations, change control and documentation, so in three years you’re building on your MAP, not rebuilding it.
What data exists, who can access it, how it stays clean, and how consent is managed under GDPR, PIPEDA, Law 25 and CASL.
KPI definitions, tracking governance, attribution modelling, and the reporting layer leadership actually reads.
Lifecycle stages, scoring, routing and sales alerts. Assumed handoffs are where pipeline disappears.
Segmentation, personalization, campaign production and QA, run as one process from targeting to launch.
Environment architecture, release management, reusable standards and documentation, plus solution design before a build is committed, so past decisions are written down, not rediscovered.
Data model, migration, sync integrity and field-level security, plus deletion workflows that make privacy requests easy to answer.
Attribution, funnel reporting and executive dashboards that connect marketing activity to pipeline and revenue. We define the metrics, build the reports and make sure the data behind them holds up.
Sales Cloud configuration, quoting logic, record-level automation, and the Experience Cloud portals your customers and partners log into.
Apex, Lightning Web Components and custom integrations, plus an honest read on whether an AI use case is real or just a demo.
CMS and hosting architecture, a design system for repeatable production, and release governance with a rollback plan for each deployment.
Your forms build your database. We govern what they collect, how fields map and how consent is captured, so clean data goes in from the start.
Conversion goals agreed before the build, tracking validated end to end, and testing that ships winners, not recommendations.
Emails and landing pages built natively in your MAP, so your team can edit them without breaking the layout.
Discovery through front-end build, with performance and WCAG 2.2 AA accessibility built in from the start, not bolted on in QA.
One pillar, three systems, one owner. Most teams split this across vendors. Keeping it with one team is where the value compounds.
One pillar, three systems, one owner. Most teams split this across vendors. Keeping it with one team is where the value compounds.
One pillar, three systems, one owner. Most teams split this across vendors. Keeping it with one team is where the value compounds.
Leads move from your MAP to Salesforce immediately, with complete and accurate data, because one team built both ends of the connection.
Marketing and sales work from one shared definition of a sales-ready lead, with agreed rules for when it’s handed over.
Every page launches with its forms, follow-up flows, sales alerts and tracking already connected and tested.
Every campaign is tagged the same way across your website, MAP and Salesforce, so revenue is credited to what actually drove it.
Consent, access and data definitions follow the same rules in every system, so compliance doesn’t depend on who remembers what.
One team owns the whole path across your MAP, Salesforce and website, so diagnosis starts as soon as something breaks.
Every pillar is rated on the same five-level scale, so a score means the same thing whether we are looking at your marketing platform, your Salesforce org, or your website.
No defined owner. Work happens reactively and the knowledge lives in individuals.
Documented and repeatable, but not enforced. It works when people remember.
Owned, documented, and enforced. Changes go through a process.
Governed consistently across marketing, CRM, and web. The same definitions hold everywhere.
Measured against business outcomes and improved on a cycle, not just maintained.
A framework assessment scores all fifteen pillars and tells you where you are strong, where you are exposed, and which are actually costing you.
