The PPS (Problem-People-System) Diagnostic
by Austin Hay • Head of Marketing Technology at Ramp
VP of Business Operations at Runway, VP of Growth at mParticle, early employee at Branch Metrics, Reforge Creator
🎙️ Episode Context
Austin Hay demystifies the complex world of Marketing Technology (MarTech), explaining how to scale systems from startup to enterprise. He discusses the critical distinction between marketing ops and martech, offers a future-proof data schema for attribution in a post-cookie world, and shares mental models for decision-making and build/buy strategies.
Problem It Solves
Prevents 'shiny object syndrome' and technical debt caused by buying tools to solve undefined problems or bypassing necessary human workflows.
Framework Overview
A sequential diagnostic framework to prevent premature tooling decisions. It forces leaders to define the core issue and the stakeholders involved before ever touching software permissions or procurement.
⚡ Step-by-Step Framework
Tools are meant to solve problems; do not start with the tool.
Identify the root friction (Problem) first.
Identify the stakeholders and workflow owners (People) second.
Only design or modify the technology (System) after the first two are clear.
Tools are meant to solve problems; do not start with the tool.
Identify the root friction (Problem) first.
Identify the stakeholders and workflow owners (People) second.
Only design or modify the technology (System) after the first two are clear.
When to Use
When a team member requests a new tool, asks for admin permissions to 'fix' something, or when diagnosing a broken process.
Common Mistakes
Jumping straight to the 'System' (e.g., granting permissions or buying software) without understanding the context.
Real World Example
A sales manager wants to automate onboarding (Problem). Instead of just building the automation (System), you first check if the CRO needs to approve hires or if training is required (People).
I like to first say what's the problem? Who are the people involved and what system does it impact? Usually people just jump straight to the system.
— Austin Hay