This is Stefan, and I have been working in marketing and product for almost 20 years now in Germany in some bigger companies. Some of them already made an IPO. Originally, I studied informatics, so I am not a tech guy. One of my bigger challenges in the last 20 years leading teams was that whenever a KPI in a company was changing, I needed to trace where it came from. In growing companies, a lot of external tools were used, so the cause could have come from everywhere. When for example the conversion rate dropped, it could be part of:
tracking
maybe IT shipped something
someone changed something in marketing (more budget, added a low converting marketing channel, etc.)
there are external factors like weather or seasonality
A KPI in your company drops and nobody knows why.
So the hunt begins: dig through old Slack, check who paused which campaign, ask engineering what shipped.
Google Analytics tells you a KPI moved, never what caused it. And the shared spreadsheet everyone promised to fill in died months ago.
CoNote is your company logbook. Connect your tools and every deploy, campaign change, tag edit and price update lands on one shared timeline.
A KPI moves, you open that date, you see what changed.
