Do-it-yourself game plans · No. 03 / 22
Should your team do this itself?
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Proceed if you can both investigate and implement. Before starting, name someone who can change the website, someone who can approve product facts, and someone who owns the eventual spending decision.
Who should you contact internally?
The following is a proposed responsibility map. One person may cover several roles.
| Person to contact | What to ask for | What they should own |
|---|---|---|
| CMO or VP Marketing | The decision this pilot must inform; maximum spend; review date | Charter and final decision |
| SEO or organic-growth lead | Search access, existing audits, priority pages and competitor list | Methodology and technical diagnosis |
| Sales and customer success | Anonymised buying questions, objections and win/loss themes | Prompt validation |
| Product marketing or product manager | Approved pricing, capabilities, limitations and integration facts | Factual reference register |
| Web engineering and CDN/security owner | A route to investigate crawler access and deploy fixes | Technical changes and rollback |
| Marketing operations or analytics | GA4, CRM and conversion definitions | Commercial measurement |
| Communications or PR | Existing publisher relationships and correction processes | External factual corrections and earned coverage |
| Legal, privacy or procurement | Review of collection methods, supplier terms and sensitive claims | Risk approval where required |
This breadth is not merely a reason to invent a new job title. For example, Runway’s published SEO/AEO role combines buying-journey content work with indexing, sitemaps, structured data and site architecture. That is one employer’s specification, not evidence of a universal staffing model. (jobs.ashbyhq.com)
What access should you arrange?
Request the minimum permissions needed for:
- Search Console and Bing Webmaster Tools.
- GA4 and relevant CRM reports.
- Your CMS, or an agreed publishing contact.
- Server/CDN logs and crawler-policy settings through the responsible technical owner.
- Approved assistant accounts or a reviewed monitoring supplier.
- A shared evidence folder and spreadsheet.
Do not circulate passwords or grant a monitoring supplier production write access simply to collect a baseline. Treat these as project safeguards, and adapt them to your organisation’s security policy.
Pause before starting if nobody can implement findings. A growing archive of screenshots is not a substitute for delivery capacity.
Sources cited on this page
- jobs.ashbyhq.com jobs.ashbyhq.com/runway-ml/f003ebc6-923d-44cc-b299-01a0d93c6859?utm_source=opena