Customer data & CDP
Collection, identity, profiles, audiences and governance across packaged and warehouse-native architectures.
Independent customer technology advice
Customer technology,
independently considered.
Known State helps marketing, data and technology leaders choose, design and govern the systems behind customer growth.
00 / Position
The vendor should not be the only expert in the room.
Customer-data and marketing-technology decisions sit at the intersection of commercial strategy, architecture and organisational reality. Known State represents the buyer throughout selection and delivery.
01 / Expertise
Focused on the customer technology stack.
Known State works where customer data, marketing platforms and operating models meet.
Marketing automation & engagement
Lifecycle marketing, journeys, messaging, personalisation and the operating models behind them.
Data activation & integration
Customer-data flows, reverse ETL, audience activation, and source and destination design.
Customer technology architecture
Current state, target architecture, platform boundaries and build-versus-buy decisions.
The broader technology landscape is considered wherever it shapes the customer experience.
02 / Services
From uncertainty to a working system.
Strategy & current state
Clarify the commercial problem, expose the operating gaps and decide what should change before another platform enters the conversation.
Maturity assessment · use-case design · roadmapSelection & RFP
Run a buyer-side process built around real scenarios, controlled demonstrations, total cost and implementation reality.
Requirements · shortlist · evaluation · negotiationArchitecture & assurance
Pressure-test the design and keep delivery aligned with the outcome the technology was purchased to produce.
Solution review · implementation assurance · governanceFractional leadership
Provide the senior ownership that sits between marketing, data, technology and vendors without adding a permanent executive role.
Operating model · prioritisation · executive counsel03 / Approach
Clarity before capability.
Feature lists create the appearance of rigour. Good decisions come from agreeing on the problem, testing vendors against the same evidence and making trade-offs visible.
- 01
Frame
Define the outcome, constraints and decision criteria.
- 02
Test
Evaluate realistic scenarios, not rehearsed demonstrations.
- 03
Decide
Compare evidence, cost, risk and operating implications.
- 04
Assure
Protect the intended outcome through implementation.
04 / Principles
Buyer-side
The client pays us. Vendors do not.
Senior-led
The person in the room does the work.
Evidence-based
Decisions are documented, comparable and defensible.
Outcome-first
Technology is a means, never the strategy.
05 / Contact
Facing a customer-technology decision?
Start with the decision, not the demo.