Marketing Got an On-Call Rotation
A broken campaign used to be a Monday problem. Someone spotted the dead landing page on the way into standup, a producer paged the agency, and the fix landed by lunch. The team that caused it wrote a note to themselves and moved on. That worked when a campaign was something you shipped and then watched. It falls apart when the campaign is a live system: a retargeting pool refreshing every fifteen minutes, a generative answer that reads your product pages overnight, a chatbot quoting last quarter's pricing because nobody updated the source doc.