02 · Marketing & Revenue Technology
Agentic RevTech & MarTech Consolidation
Shifting a global revenue technology stack from traditional execution to Agentic-led operating models.
Executive summary
As Director, Marketing Technology Operations at Akamai, owned the global revenue technology stack — consolidating duplicative tools, operationalizing next-generation RevTech, and embedding AI and autonomy into core go-to-market workflows.
- Role
- Director, Marketing Technology Operations
- Timeline
- Feb 2022 – Aug 2024
- Budget
- Global revenue tech stack
- Team
- Distributed · Marketing, IT, InfoSec, Legal, Procurement
- Methodologies
- Agentic GTMTechnology RationalizationQBR GovernanceChange Management
Process flow
- 01
The Problem
- 02
The Approach
- 03
The Result
Consolidated
Duplicative marketing technologies retired while expanding Agentic GTM capability
01 — The Problem
A global marketing technology stack had grown duplicative across regions, with overlapping capability, no shared data layer, and no clear ownership. Lead lifecycle was opaque, attribution was unreliable, and the stack could not keep pace with emerging AI capabilities.
02 — The Approach
Evaluated the tech stack to determine AI strategy across it, consolidated duplicative marketing technologies, and partnered with IT and enterprise security on a process across legal, security, IT, marketing, and procurement. Designed agile delivery cycles to keep the global revenue tech stack running, and operationalized next-generation RevTech capabilities.
03 — The Result
Drove the shift from traditional MarTech execution to AI and Agentic-led operating models focused on speed, scale, and measurable impact. Consolidated duplicative technologies, directed QBRs to surface gaps and validate value, and advised senior leadership by connecting Agentic investments to ROI, risk, and GTM strategy through executive-level narratives.