Capabilities
Two halves, one practice.
Every capability below is one practice seen from two sides. Ask for the systems half, the design half, or the whole mirror.
MONOM builds and operates sales and marketing systems for clients: CRM, quoting, campaign and messaging platforms, including ongoing operation rather than delivery alone.
Systems →
Tailor-cut software
Department apps, internal platforms, and the unglamorous glue that makes an operation coherent. Built to fit how the company already works: offline-tolerant where the shop floor demands it, permissioned where the org chart does.
Systems engineering & architecture
Hub-and-spoke architectures where exactly one component talks to the fragile legacy system. Safe writes: idempotent commands, atomic claiming, full audit trails, row-level security as a default, not an upgrade.
Process digitalization & automation
Quote engines with real pricing logic, pipelines that mirror commercial reality, campaign and messaging automation with delivery truth per recipient, and AI applied where it earns its keep: parsing, matching, reconciling. Not chatbots for their own sake.
Document automation
Manuals, spare-part catalogues, certificates and serialized nameplates, generated in every language from a single machine-spec source of truth. Onboard a product family once; the marginal cost per unit approaches zero.
Commerce platforms
Made-to-order and catalogue commerce built as one system: a multilingual storefront and checkout, 3D Secure payment through a local processor, then the part nobody demos: every order landing on a production board, stock deducted from recipes, box cards printed with serial numbers. The running cost does not grow with revenue, because there is no percentage on top of it.
Engagement shape: integration audit → pilot → platform.
← Design & multimedia
3D product visualization
Product renders, exploded views, and configurable visuals for machines that are hard to photograph and harder to explain. Built from CAD or from scratch.
Interactive technical visualization
Interactive machine configurators, guided demos and training experiences: real-time 3D in the browser or on the showroom floor, backed by a game-engine background.
Web design
Websites with an engineer's performance budget and a designer's typography. Static-first, multilingual by construction, measured in milliseconds and Lighthouse scores.
Technical documents as design
The same document automation, seen from the design side: catalogues, manuals and certificates that hold up aesthetically: grid, type and consistency at production scale.
Storefront & campaign design
The design half of the same commerce work: product pages that carry material and weight rather than adjectives, size and care guides that answer the questions returns are made of, and campaign assets scheduled to the client's own channels. Image budget is treated as a design constraint, not a post-launch fix.
Engagement shape: concept → prototype → production assets.
Why the mirror matters
Most companies buy these two columns from two suppliers and spend the project translating between them. Here they are one practice, so the system and the way it looks, reads and prints are decided together.
Systems we operate
We build the sales system, then we run it.
Our clients manufacture capital equipment. A single sale is a machine or a complete plant, and the sales cycle runs for months. The platform we build and operate for each client holds their customers, their technical quotations and their outbound communication in one place.
Because we operate that system, we can connect it to the advertising that feeds it, and report what actually happened back to the ad platform.
Marketing operations
Advertising is one channel among several the platform already runs. The same customer records drive the rest, which is why a lead can be followed from the click that produced it to the conversation that closed it.
Campaigns across e-mail, SMS and WhatsApp
Audience groups built from the client's own customer records, with per-recipient delivery truth rather than a single 'sent' flag: delivered, opened, bounced, failed, each recorded against the contact. Consent and suppression are enforced at send time, and campaigns pace themselves against provider quotas instead of failing when one is hit.
Two-way WhatsApp
Business messaging through the WhatsApp Cloud API, with inbound replies landing in a shared inbox beside the customer record. Opt-outs are honoured automatically and the 24-hour service window is respected by the sender itself, not by the operator remembering.
Scheduled social publishing
Posts queued once and published on a schedule to the client's own Facebook, Instagram and LinkedIn pages, from the same media library the catalogues and technical documents draw on. Each destination reports back independently: the live post's link is recorded per platform, so a partial failure is visible rather than silent. Tokens are encrypted at rest and used only server-side; a client can revoke access at any time.
Google Ads integration
Ads can see a form. The business runs on quotations.
Google Ads can observe that a website form was submitted. It cannot observe what our clients care about: whether that enquiry was qualified, whether it became a formal quotation, what that quotation was worth, and whether it ended in an equipment sale five months later. Because the platform holds every one of those facts, we close the loop.
Attribution
A visitor arriving from an ad carries a Google Click Identifier (GCLID). The client's website stores it in a first-party cookie on first touch, honouring the visitor's cookie-consent choice, and attaches it to the enquiry when a form is submitted.
First touch rather than last: an industrial buyer researches for weeks and rarely converts in the session that found them. Crediting the final branded visit would systematically misattribute every sale.
Reporting
The dashboard reads campaign, keyword and conversion metrics through the Google Ads API and shows them beside the client's own sales records: cost per enquiry, cost per quotation, and which keywords produced work rather than clicks.
Campaign management
Search campaigns are created from the client's own product catalogue and sales territories: keywords and ad copy are drafted from the machine being advertised, and a curated negative-keyword list (second-hand, rental, recruitment, homework) is applied to every campaign so a small budget is not spent on the wrong intent.
Campaigns are created paused. Enabling one is a separate, explicit action.
Offline conversions
A nightly job uploads the milestones that matter, quotation issued and sale won, against the original click, with the value in the currency the quotation was written in. Bidding then optimises toward the keywords that generate quotations and orders rather than form submissions. This is the reason the integration exists.
Uploads are idempotent: each milestone is reported once and recorded as sent, so a repeated run cannot double-count an order.
Safeguards
- Nothing is published as a side effect of browsing. Campaign changes are reviewed before they are sent.
- A spend ceiling is enforced in our own application in addition to Google's daily budget.
- Every change that can move money is recorded with the user, timestamp and account.
- A single control pauses every campaign on the connected account.
- Ad and campaign approval status is shown in the dashboard, so a disapproval is seen rather than discovered weeks later.
Data handling
- Each client authorises us through Google's OAuth consent flow, for their own advertising account only. Refresh tokens are encrypted at rest and used only in server-side calls.
- Advertising data is used solely to serve the client whose account it came from. It is never sold, and never shared between clients.
- GCLID values are stored against that client's own enquiry records and used only for conversion attribution to that client's account.
- Access is revocable at any time, from the client's Google account or from a disconnect control in our interface. Revoking deletes the stored token.
The Google Ads module is a section of the platform we already operate for each client. It is not a standalone product and is not sold separately.
Selected work
Two systems, running.
GELEN Makina
Crushing and screening equipment, sold over months. We built and now operate the sales platform behind it: customer records, technical quotations, campaigns across e-mail, SMS and WhatsApp, and the advertising loop described above: the click that produced an enquiry stays attached to it through qualification, quotation and order.
Ethos Shoes
Made-to-order footwear, moving off a hosted store onto one of its own: 54 products and 1,296 size variations in two languages, checkout through a local payment processor, and a production panel where every pair is a card: materials deducted from recipes, box cards printed with serial numbers.