New Relic’s Instant Observability platform attracted roughly 100,000 monthly visitors and converted at 15%. It served two purposes: a product feature for deploying monitoring quickly, and a top-of-funnel marketing asset.
The problem was architectural. Engineering had built IO on a static site generator optimized for their own workflow. Marketing couldn’t run A/B tests, optimize content, or experiment with messaging. A valuable acquisition channel was locked behind an engineering bottleneck, and two teams that both had stake in the outcome had never worked together.
I led the Developer Enablement team to re-architect the IO workflow. Instead of generating static pages, the system would output content to Marketing’s CMS, enabling dynamic content management while Engineering continued shipping integrations through an API.
The technical migration was straightforward. The harder work was building a working relationship between Engineering and Marketing Engineering — two teams that had never shared ownership of anything. I created shared KPIs around both content velocity and conversion metrics, giving both teams skin in the same outcome.
Once on the CMS, Marketing could run systematic A/B testing on layout, CTAs, and content presentation. That established a conversion optimization practice that hadn’t previously existed.