Shift Paradigm

Create human-centered, connected digital experiences that scale across channels and support customer engagement and business growth.

Align teams, processes, data, and technology to improve operational efficiency and support predictable, sustainable revenue growth.

Engage customers with relevant, timely email experiences that support conversions, loyalty, and lasting relationships.

Connect data and workflows with AI to improve marketing and sales operations, support measurable business outcomes, and scale from pilot projects to enterprise programs.

Turn fragmented, messy customer data into a trusted, activation-ready foundation for analytics, personalization, and AI workflows.

Uncover customer journey friction and conversion leaks, then get a prioritized roadmap of actionable improvements.

Find a CMS or DXP that fits your business, architecture, and team with tailored recommendations and clear next steps.

Find marketing automation platforms that fit your organization’s customer journey, architecture, team, and business needs.

Helps brands stay discoverable in AI-driven channels and strengthen direct audience relationships as AI mediates customer discovery and decisions.

Services that align sales, marketing, and customer success through process design, governance, and operating model implementation to improve forecasting, lead handling, and revenue management.

Products: Revenue operations, AI Integration Services

Services that centralize, cleanse, deduplicate, integrate, and govern customer data to support reliable analytics, personalization, and revenue operations.

Products: Customer Data Accelerator, Revenue operations

Audience segmentation, automated customer journeys, drip campaigns, and conversion-focused messaging to nurture leads, improve retention, and increase lifetime value.

Products: Customer relationship marketing and email marketing, AI Integration Services

Services for designing and building websites, web applications, e-commerce experiences, and user interfaces, including user research, accessibility, integrations, and ongoing optimization.

Products: Digital product design and engineering

Services that develop content authority to improve a business's visibility in AI-driven search and discovery.

Products: Curation Effect™ framework, AI Integration Services

Digital product design and engineering

SH/FT provides end-to-end digital product strategy, design, and engineering for web, mobile, commerce, and enterprise platforms. The service combines user research, human-centered design, and scalable technology to create connected digital experiences. Capabilities include responsive and accessible interfaces, CMS and DXP implementation, headless architectures, personalization, custom application development, cloud deployment, legacy system modernization, and CMS migration. Its CMS Migration Accelerator automates content mapping and structural translation to support faster transitions with zero data loss or downtime while protecting content and search rankings.

• Design Consistent Web And Mobile Experiences
  Human-centered interfaces and governed design systems support responsive experiences across web and mobile products.
• Align Experiences With User Needs
  Research, journey mapping, and prototyping help teams understand users and plan coherent digital experiences across touchpoints.
• Build Scalable Content Platforms
  CMS and DXP implementation, headless architecture, and multi-channel content distribution support digital experiences across touchpoints.
• Modernize And Extend Digital Applications
  Custom development supports web applications, integrations, optimized databases, cloud-native deployment, and modernization of legacy systems.
• Migrate Platforms Faster Without Downtime
  Automated content mapping and structural translation shorten migrations from months to weeks while preserving data, maintaining availability, and protecting search rankings.
• Make Digital Experiences More Accessible
  Accessibility-first design principles help teams incorporate accessibility into digital product interfaces.
• Adapt Content To Each User
  Personalization engines help deliver content and features tailored to users across digital experiences.
• Improve Performance And Protect Platforms
  Performance monitoring and optimization support platform performance, while security implementation and compliance address platform security requirements.
• Deploy Changes Continuously
  Cloud infrastructure optimization and continuous deployment are included in product and platform engineering capabilities.

Revenue operations

Shift’s revenue operations service aligns sales, marketing, and customer success around a unified strategy. It combines go-to-market planning, process optimization, technology strategy and implementation, sales enablement, data governance, analytics, automation, and transformation management. The service helps organizations improve data transparency and collaboration while building an efficient, customer-centric revenue engine designed to support predictable, sustainable growth. Marketing Digital Employee Mary supports these operations by automating data preparation, lead routing, campaign building, and reply management. A complimentary RevOps Diagnostic is also offered through Shift Paradigm’s RevOps capability to inspect current tooling and processes.

Category: Revenue operations

• Align Teams Around Shared Growth Goals
  Connects go-to-market planning, audience strategy, organizational roles, and performance measures to help teams work toward shared business and revenue objectives.
• Improve Cross-Functional Revenue Processes
  Refines processes across marketing, sales, and customer success, including lead conversion and team handoffs, to support a more efficient and collaborative revenue engine.
• Identify Revenue Operations Improvement Areas
  Review current revenue operations tooling and processes to help identify where improvements may be needed.
• Connect Revenue Technology Systems
  Helps organizations plan their technology stack and connect marketing automation, CRM, and customer data platforms through implementation, integration, and custom development.
• Build A Trusted Customer Data Foundation
  Improves the quality and organization of customer data by addressing duplicates, connecting systems, and establishing data architecture and governance for current operations and future workflows.
• Track Performance And Forecast Pipeline
  Uses performance analytics, forecasting, and pipeline intelligence to help organizations monitor revenue operations and assess results against business measures.
• Automate Revenue Operations Workflows
  Uses automation and AI capabilities to support lead scoring and routing, pipeline analysis, forecasting, territory planning, and churn-related workflows.
• Equip Teams To Adopt New Processes
  Provides role-based enablement and change planning to help stakeholders align around technology adoption and operational changes.
• Scale Marketing Operations Execution
  Automates data preparation, lead routing, campaign creation from Asana tickets, reply management, and record updates. Mary works around the clock and can help marketing organizations launch up to three times more programs without adding headcount.
• Support Compliant Revenue Operations
  Addresses compliance management and marketing automation platform deliverability as part of the technology and operational foundation for revenue programs.
• Guide Revenue Operations Transformation
  Helps organizations plan operational and technology transformation through advisory, change planning, and stakeholder alignment.

Customer relationship marketing and email marketing

SH/FT provides customer relationship marketing and email services spanning strategy, implementation, content, campaign activation, and optimization. Capabilities include audience segmentation, customer journey mapping, automated workflows, dynamic personalization, email design and development, testing, performance analytics, and deliverability monitoring. Campaigns can support onboarding, lead nurturing, re-engagement, post-purchase follow-up, loyalty, and retention. Its AI-powered Email Build Accelerator uses contextual AI generation and intelligent templates to build, format, and render-test campaigns at scale, reducing repetitive production work and supporting faster personalization.

• Guide Customers Through Key Journeys
  Use mapped journeys and automated email sequences to communicate with prospects and customers at different lifecycle stages, from onboarding and evaluation through retention.
• Target Audiences With Greater Relevance
  Segment and target audiences so campaigns can deliver communications suited to different customer groups and behaviors.
• Personalize Messages At Scale
  Tailor email content to customer data, behavior, and account history to make communications more relevant to individual recipients.
• Refine Campaigns Through Testing
  Apply iterative testing and optimization, including automated email render testing, to refine campaign content and production.
• Build And Test Campaigns Faster
  Automated campaign creation, formatting, and render testing reduce manual production work and help teams prepare personalized campaigns faster.
• Create On-Brand, Accessible Emails
  Develop email content and templates that support consistent brand messaging, mobile-responsive presentation, localization, and accessibility.
• Measure Engagement And Campaign Results
  Use performance tracking and reporting to assess email engagement, conversions, attribution, and return on investment.
• Strengthen Loyalty And Customer Growth
  Use relationship marketing programs to re-engage customers, support retention, encourage advocacy, and promote feature adoption and account growth.
• Monitor Email Delivery Health
  Check deliverability and email health to help assess whether campaigns are reaching recipients’ inboxes.

AI Integration Services

Shift Paradigm builds marketing and revenue AI solutions that connect data, technology, and operations to business outcomes. Its operational AI framework unifies cross-platform signals, ties initiatives to KPIs, embeds intelligence in workflows, and scales from pilots to enterprise programs. Services include revenue operations intelligence, customer journey orchestration, marketing operations automation, and compliance support. The offering also helps organizations prepare for AI-mediated channels through answer and generative engine optimization, zero-click mitigation, and LLM integration. Compliance support includes the Compliance Accelerator, which audits marketing copy and disclaimers and automates parts of privacy and governance compliance.

• Tie AI Initiatives To Business Outcomes
  Connect AI work to defined business metrics, including churn, acquisition costs, lifetime value, and pipeline performance.
• Embed AI In Core Workflows
  Apply AI within operational processes to support marketing and sales work, rather than using it only to produce content.
• Unify Cross-Platform Signals
  Bring signals together across platforms and turn them into actionable intelligence for marketing and sales operations.
• Improve Revenue Operations Decisions
  Use AI for lead scoring and routing, pipeline analysis, forecasting, territory planning, and churn prediction and intervention.
• Orchestrate Personalized Customer Journeys
  Coordinate customer journey activities with attribution, recommendations, dynamic segmentation, personalization, and lifecycle automation.
• Scale From Pilots To Enterprise Programs
  Develop AI initiatives incrementally, moving from pilot projects through integration toward enterprise programs.
• Optimize Marketing Operations
  Apply AI to campaign performance, budget allocation, content intelligence, and coordination across channels.
• Support Compliant Marketing Operations
  Automated copy and disclaimer checks, together with privacy and governance support, help teams address regulatory requirements and reduce campaign review delays.
• Improve Visibility In AI-Mediated Channels
  Structure owned content for AI consumption, optimize for direct answers, and develop authoritative resources intended to earn citations and encourage audience engagement.
• Monitor LLMs And Credible Sources
  Track large language models and credible sources, and support brand authority through third-party content referencing.

Customer Data Accelerator

Shift Paradigm’s AI-driven Customer Data Accelerator centralizes, cleanses, and unifies customer data streams in weeks, rather than months or years. It fixes duplicate records and connects tools to create a pristine, activation-ready data layer that supports advanced analytics, personalization, and AI workflows, including autonomous AI agents.

• Unify Customer Data Streams
  Bring fragmented customer data streams together into a trusted foundation that provides a more accurate view of customers.
• Clean And Deduplicate Customer Records
  Address messy customer data and duplicates to build a cleaner, more reliable customer database.
• Prepare Data For AI Workflows
  Establish a clean, trusted data foundation ready to fuel future workflows, including autonomous AI agents.
• Connect Customer Data Tools
  Connect customer data tools so information can be brought together into a clean, trusted foundation for workflows.
• Prepare Customer Data In Weeks
  Reduce the time needed to centralize, cleanse, and unify customer data streams from months or years to weeks.
• Enable Advanced Analytics
  Provide advanced analytics with a clean, activation-ready customer data layer.
• Support Customer Personalization
  Use a clean, activation-ready customer data layer to support personalization.

CX SpotCheck

CX SpotCheck is a complimentary, no-cost, no-obligation digital experience assessment by SH/FT. A senior CX expert reviews a public-facing customer journey, including the website, ecommerce flow, app experience, and outbound communications across devices and channels. The assessment examines journey continuity, usability, site speed, accessibility, mobile responsiveness, brand consistency, content findability, search performance, and checkout abandonment risks. Customers receive a diagnostics report outlining what is working, what is not, and where they may be losing customers, followed by an expert readout with prioritized, actionable next steps.

• Reveal Journey Friction
  Get an expert review of the customer experience across key public-facing digital touchpoints.
• Prioritize Actionable Improvements
  Use expert recommendations to identify which CX improvements to address first and what next steps to take.
• Find Journey Breakdowns
  See where transitions between platforms interrupt the customer journey.
• Uncover Checkout Risks
  Surface checkout abandonment risks within the ecommerce flow.
• Clarify What Needs Attention
  Receive an account of strengths, issues, and potential customer losses identified in the assessment.
• Assess App Usability
  Understand how app usability and adoption feature in the customer experience.
• Identify Speed Issues
  Surface site speed concerns for inclusion in the CX diagnostics.
• Review Accessibility
  Identify accessibility concerns within the experience being assessed.
• Check Mobile Responsiveness
  Understand how well the reviewed experience responds on mobile devices.
• Spot Brand Inconsistencies
  See where brand presentation differs across the channels included in the review.
• Improve Content Findability
  Identify content findability issues highlighted by the expert assessment.
• Align On CX Priorities
  Set the assessment in context by discussing goals, pain points, and the current CX strategy.
• Evaluate Search Performance
  Understand how search performance factors into the experience being assessed.

CMS/DXP Platform Fit Finder

A complimentary, vendor-neutral assessment from SH/FT’s enterprise platform experts. Through an executive discovery session and evaluation of infrastructure, integrations, performance, security, compliance, scalability, team capabilities, and operational constraints, the service identifies platform needs and delivers one to three tailored CMS or DXP recommendations. The assessment considers business model, architecture, team, requirements, and transformation goals, with rationale, trade-offs, implementation realities, cost models, and deployment options. Customers receive a fit report, evaluation guide, and decision framework to support further evaluation or RFP preparation.

• Choose The Right Platform Scope
  Determine whether your needs call for a CMS or DXP and clarify the capabilities required, helping avoid overbuying or underinvesting in technology.
• Get Tailored Platform Recommendations
  Receive a shortlist of platforms selected for your specific context, with rationale and practical considerations to inform your decision.
• Assess Your Enterprise Readiness
  Understand how your technical foundation, operational constraints, and organizational capabilities relate to platform requirements.
• Align Leaders On Platform Priorities
  Bring IT, Marketing, and Digital leaders together to clarify priorities, success measures, current platform challenges, and transformation goals.
• Guide Your Platform Evaluation
  Use clear next steps, evaluation criteria, and questions to continue reviewing shortlisted platforms or prepare an RFP.

MAP Fit Finder

A complimentary, vendor-neutral assessment that identifies marketing automation platforms suited to an organization’s customer journey, data architecture, team, business model, and technical needs. SH/FT brings IT, Marketing, and Digital stakeholders together for an executive discovery session, reviews the current architecture and capabilities, and provides one to three tailored platform recommendations with trade-offs, implementation considerations, and cost model insights. The assessment is enterprise-focused and does not rely on analyst quadrant charts.

• Find Platforms That Fit
  Receive platform recommendations based on your organization’s specific context rather than analyst favorites or generic industry rankings.
• Compare Tailored Platform Options
  Review a focused shortlist with fit rationale, trade-offs, implementation considerations, and cost model insights to support platform evaluation.
• Evaluate Architecture And Capabilities
  Understand how existing infrastructure, integrations, strategy, security, compliance, performance requirements, and internal capabilities affect platform fit.
• Align Teams On Priorities
  Bring key stakeholders together to clarify priorities, surface current ecosystem challenges, and align on goals and the roadmap.

Curation Effect™ framework

The Curation Effect™ framework helps brands prepare for AI-mediated discovery, where AI systems filter, rank, summarize, and recommend content between brands and audiences. It provides a strategy for this changing channel environment through answer and generative engine optimization, zero-click mitigation, and large language model integration. The approach focuses on making owned content accessible and useful to AI systems while helping brands build direct audience relationships and preserve visibility across AI-driven experiences.

• Improve Visibility In AI-Generated Answers
  Organize and optimize owned content so AI systems can use it in direct answers, featured snippets, and generated responses, while reinforcing topical authority and credible brand signals.
• Build Direct Audience Relationships
  Develop direct connections with audiences and give them meaningful reasons to engage with a brand, even as AI summaries and answers reduce visits to owned websites.
• Monitor Brand Presence Across AI Sources
  Track how large language models and credible sources represent or reference a brand, while supporting third-party content presence across sites that can contribute to brand authority.