AI GTM Transformation
Conversational UTM governance that enforces taxonomy org-wide
Replaced a brittle UTM spreadsheet/form with a conversational, LLM-powered builder that makes correct links the easy path and enforces campaign taxonomy across the whole org.
B2B SaaS · distributed go-to-market team
~10 hrs/wk
Time saved
~15 min → instant
Per-link effort
Org-wide
Taxonomy enforced
Context
Campaign reporting is only as clean as the links feeding it. This team’s UTM process was a spreadsheet and a brittle form that assumed everyone knew — and followed — the campaign taxonomy.
The problem
People are not a reliable enforcement layer. UTMs drifted, channels got misspelled, conventions were ignored under deadline, and the downstream reporting and attribution inherited every inconsistency. Cleaning it up after the fact was a recurring tax.
What I built
A conversational, LLM-powered link builder that replaced the form. You describe the campaign in plain language; it produces a correctly structured, taxonomy-compliant URL — making the right thing the easy thing. Governance is enforced at the point of creation rather than audited later, across the entire distributed team.
The result
Roughly 10 hours a week saved on link creation and cleanup, per-link effort cut from about fifteen minutes to near-instant, and — more valuable than either — campaign taxonomy now holds org-wide, so reporting and attribution start from clean inputs.
What this means for you
When data quality depends on humans remembering rules, it will degrade. The durable fix is to build the rules into the tool so the compliant path is also the fastest one.
Stack