Sales, offers, content and the website did not speak the same language.
Sales lived in Salesforce. Investor offers came through Homeward. Content lived in a CMS. The website ran on Next.js. Around them sat internal services and third-party APIs.
Every gap between those systems became either a manual step for the operations team or a place where data could quietly diverge. The work was not one standalone app. It was ownership of the seams.


