I answered this thread myself, which is unusual. Someone asked how hard it is to get a normal website change live and I said Webflow, team makes the changes, moving to Sanity and Next.

Then the thread explained why platform was not the interesting part of my answer.

Sergey Diniovskiy posted in #chat-gtm with a question and a disclosure: he is building in this space, so part of it was research.

The question was deliberately unglamorous. A landing page for a campaign, a pricing update, a copy change, a section for a promo, something small that somehow takes longer than it should.

Then four questions. What is the site built on, who actually makes the change, how long from decision to live, and where does it get stuck.

Four people answered with four different setups, and the speeds ran opposite to what you would expect.

The fastest answer came from someone who wrote his own site in Python. The slowest came from someone on a mainstream page builder. If tooling predicted velocity, that table would look very different.

Something other than the CMS was doing the work.

Real diagnosis, and where most of these conversations stop. Tooling stopped being the constraint, so the remaining constraint must be organisational.

Two days later someone told him it was half right.

Two buckets, and every website change sits in one of them.

No marketing tool fixes the second list, because those are product, not marketing.

Then the correction. Ownership only works once the two buckets are physically separated. If your marketing site and your app share a repo, even a fully empowered owner lands back in the engineering queue.

The organisational fix and the technical fix are not alternatives. One is conditional on the other.

The next reply is why this thread was worth writing up.

What they built, in three parts:

Jonatan's verdict on teams that skip the split: they keep paying for it on every launch.

This pattern has a name outside the thread. Decoupled marketing separates the marketing site from the core product so growth teams can launch pages and test messaging without risking app stability, and the practical model runs on four separations: separate codebases, separate deployment pipelines so marketing releases do not wait for product releases, separate content ownership, and a clean boundary rather than a full replatform.

Ozan and Jonatan arrived at the first and third of those from experience. The middle one is worth adding, because a shared deploy pipeline reintroduces the queue even after the repos are split.

The candidates for decoupling are the high-change surfaces: landing pages, microsites, campaign pages. Anything with direct product dependencies stays close to product engineering. Same line Jonatan drew, from a different direction.

Take the last three website changes that stalled and sort them.

Marketing side, still stalled? Ownership problem. Ozan's original answer applies: give one person the page and the authority to publish.

Product side? No amount of ownership helps. The person you empowered still has to file a ticket. That is a repo boundary problem and it stays one until someone draws the line.

Both problems show up in the same backlog, which is why solving one never clears the list.

Threads like this run in the RevGenius Slack every week. Join the RevGenius community.

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