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MarTech Advisory
Bridge the gap between boardroom and backend.
Make confident technical marketing decisions.



























A technical partner who speaks your language.
This capacity building involves Marketing Technologies (MarTech) advice and support. In this way, you develop the skills necessary to ask the right questions, evaluate technical trade-offs and compromises and lead confidently without becoming a technician yourself.
This is for you
✓ You're a non-technical founder/CEO
✓ You need a second opinion you can trust
✓ You want to lead technical decisions, not just delegate them
✓ Your board asks technical questions you struggle to answer with confidence
✓ You're evaluating build vs. buy decisions, vendor selections, or technical roadmaps
Technical fluency without the jargon
Decisions explained in business outcomes, not architecture diagrams or acronimic metrics.
On-demand clarity
Second opinion you can trust when your team proposes a "quick refactor" that'll take 6 months.
Risk detection & assessment
Evaluate pitches, roadmaps and technical claims thanks to a dual experience in management and technology.
"Florian's contribution was invaluable. He brought his marketing and digital expertise to build a solid, structured marketing function from the ground up. Thanks to Florian, our entire team now understands the strategic importance of marketing. " « La contribution de Florian a été décisive. Il a apporté son expertise marketing et digitale pour bâtir une fonction marketing solide et structurée, là où il n'en existait pas. Grâce à lui, toute notre équipe comprend aujourd'hui le rôle stratégique du marketing. »
"Florian's expertise in automated B2B prospecting campaigns not only streamlined our efforts but also delivered outstanding results. His strategic knowledge and personalized approach are invaluable assets for any SME looking to thrive in the market." « L'expertise de Florian en prospection B2B automatisée a simplifié nos processus et livré des résultats au-delà de nos attentes. Sa vision stratégique et son approche personnalisée sont un vrai atout pour toute PME qui veut accélérer.»
"Our results have soared thanks to a well-crafted methodology. By leveraging a strategic approach, combining precision targeting with effective execution, our email campaigns for digital products achieved remarkable performance. Mylène Akbaraly, Managing Director at TheTribe Mylène Akbaraly" « Nos résultats ont décollé grâce à une méthodologie bien conçue. En combinant ciblage précis et exécution rigoureuse, nos campagnes email pour les produits digitaux ont atteint des niveaux de performance inattendus.»
What you get each month
2-hour strategic session
Deep dive on your current technical challenges: roadmap reviews, vendor evaluations, architecture decisions, AI strategy.
Pre-meeting technical checks
Technical inspections and quick checks before critical meetings. eg. "Is this timeline realistic?", "Should we really migrate now?".
Monthly analysis memo
Written assessment of key technical decisions, risks flagged, and recommended actions. Keep your board and leadership aligned.
What this looks like in practice
Three advisory engagements, three non-technical leaders navigating complex MarTech decisions. Each built around translating technical complexity into business clarity.
A CEO faced competing vendor pitches (Salesforce, HubSpot, Microsoft Dynamics) with conflicting technical recommendations from their team. The engagement provided independent technical evaluation, total cost of ownership analysis, compliance assessment (GDPR, ESMA audit trails), and board-ready recommendation with implementation roadmap.
EthiFinance · ESG & Credit Ratings · Europe
"Having someone who could translate vendor promises into actual business outcomes was invaluable. Florian helped us cut through the sales pitch and understand what we were really buying, and more importantly, what we weren't."
Executive Leadership Team · EthiFinance
Deliverables
A newly spun-off payment platform CEO inherited fragmented systems with no clear technical direction. The team proposed conflicting priorities (new CRM vs marketing automation vs data warehouse). The engagement delivered an 18-month phased roadmap prioritizing quick wins, sequencing dependencies, and aligning technical investments with revenue milestones.
Shopper (GoNet spin-off) · Payment Platform · Mexico
"The roadmap gave us the clarity we needed to stop arguing about priorities and start executing systematically. Having someone who understood both the technical constraints and business urgency made all the difference."
Executive Team · Shopper
Deliverables
A banking technology CEO faced pressure from engineering to build custom marketing automation (claiming "our needs are unique"). The engagement delivered independent technical assessment comparing build costs (development, maintenance, opportunity cost) vs commercial solutions, with risk analysis and board-ready recommendation.
GoNet Technology Services · Banking IT · Mexico
"The build vs buy analysis saved us from a costly multi-year engineering distraction. Florian showed us the real numbers, not just the optimistic estimates, and helped us make a decision that kept us focused on our actual business."
CEO · GoNet Technology Services
Deliverables
A simple process.
Technical fluency without becoming technical. You build the judgment to evaluate decisions, not execute them.
What to expect
✓ No prep needed. Come with your current challenges.
✓ Delivered within first week. Sets foundation for ongoing coaching.
✓ Flexible engagement. Adjust and expand scope as priorities shift.
1. Discovery call (30 min)
Share your current technical challenges. I'll assess if I can help and how.
2. Onboarding (Week 1)
Quick audit: tech stack, team structure, pending decisions. Set priorities for first month.
3. Ongoing advisory
Monthly sessions + direct communication + written memos. Adjust focus as your challenges evolve.
Stop guessing. Start leading.
Book a 30-minute discovery call to to see if Technical CEO Advisory fits your needs.
Browse practical examples
Lost in translation
Your Marketer speaks acronymic metrics. Your CTO speaks code. Your board speaks ROI. You're stuck translating and second-guessing every call.
Build vs. Buy paralysis
Every vendor promises the world. Your marketing team wants to build everything in-house. Or the opposite. Who's actually right? And what's the real cost of getting it wrong?
AI hype overload
Everyone says you need AI. But which AI? For what? How do you evaluate if it's working? How do you know if it's delivering value or just burning budget?
👋 Hi, I'm Florian. Struggling with revenue plateau? Let's fix that.