David Baum

Building Relato to help B2B SaaS scale content operations. Co-founder & CEO @ Relato • 3 x Co-Founder and CEO in Fintech, Martech, B2B SaaS • Pre-seed investor and BoD • Father & cyclist.

Every team has a platform—except content marketers.

- Sales teams rely on a CRM. 
- Finance has accounting software. 
- HR has HRIS systems to manage payroll and benefits.

Content marketers? We’re left cobbling together a Frankenstack.

You didn’t choose this monster—it’s what you were handed. 

A scattered workflow of Trello boards, Slack threads, Google Docs, and shared drives, none of it built for the way your team actually works. 

Tools designed for generic tasks forced onto a job as nuanced and creative as content marketing.

You wouldn’t expect HR to run payroll in Trello, so why are content teams managing strategy, production, and collaboration in tools that weren’t built for the job?

The Frankenstack isn’t about outgrowing tools. It’s about making do with tools that were never right for you in the first place. Instead of supporting your team, this monster makes everything harder:

- Hours spent chasing feedback, files, and permissions
- Tasks duplicated across three tools just to keep everyone “aligned”
- Deadlines scattered in five places—and still missed

Your writers are frustrated. Deadlines slip. Content quality suffers. And somehow, you’re left holding the pieces.

This isn’t “just how it is.” It’s the monster you didn’t ask for.

It’s time to name the problem—and break free from the Frankenstack.

At Relato, we've built a content operations platform that helps content teams work more effectively together to create great content, manage it all and drive revenue growth with content.

About me

I'm a 3 x Co-Founder and CEO in Fintech, Martech, B2B SaaS. Pre-seed investor and BoD. Father & cyclist. 

As Founder & CEO at Stonehaven Ventures, I invest in and support early-stage technology startups. I serve on the board of a number of businesses and advise portfolio companies on technology strategy, growth tactics, e-commerce, and growth.

As Co-founder of Beaufort Solutions, Monio, Kantega, and Signicat I have a deep understanding of technology startups, financial technology (fintech), and electronic identity.

As Head of Strategy at Making Waves, part of The North Alliance, I worked with some of the largest Nordic brands in developing digital strategies, platforms, and solutions.

I split my time between Oslo and Barcelona where I enjoy life with my wife and two children.

CEO and Co-Founder

At Relato, we're building our platform to help B2B SaaS scale content operations.

Our ambition is to be the content operations platform that’s trusted by the best B2B marketing teams in the world. We will support the needs of modern content teams: content leaders, freelance writers, and agency operators.

We are on a mission to drive business growth through content, with AI as an amplifier of human storytelling.

What a mess some content teams are in.


Frustrated content manager at a B2B SaaS on Reddit today:

«I manage content for a B2B SaaS company, and we're drowning in tools. Here's our current stack:

•	⁠Notion for content calendar
•	⁠Google Docs for drafting
•	⁠Slack for reviews
•	⁠Trello for tracking progress
•	⁠Airtable for freelancer assignments
•	⁠Buffer for social scheduling
•	⁠Bitly for link tracking
•	⁠Email for literally everything else

I spend more time copying content between tools than actually creating it. Every handoff creates friction. Writers can't see the calendar, designers don't know what's in review, and nobody knows where the final version lives.

Has anyone successfully consolidated this mess? What worked? I've looked at Asana and Monday but they feel built for project management, not content workflows specifically.

Would love to hear what other content teams are using, especially if you've managed to get everything into 2-3 tools max.»

My reply - without plugging product too hard:

This is a typical Frankenstack. Classic content ops problem, and the array of replies is indicative of the state of content marketing. Most people in the field suffer from an inferiority complex that results in making do with generic task management tools and 17 tabs open just to get started.

Every team in modern business has a platform, except content. 

You wouldn’t expect HR to run payroll on Trello, but how come content teams somehow expect to manage multiple workflows across business areas, publishing to many channels several times a day, on a Frankenstack?

The problem description indicates that they aren’t an Enterprise buyer — there are enterprise content operations platforms. For SME and mid-market there aren’t many choices that solve the 3 main problems of modern content ops:

1.	⁠System of record - campaigns, projects and task management, discussions, reminders, approvals, deadlines and reporting. Content calendars, dashboards and teams.

2.	⁠Single source of truth - all your assets in one place, connected to your system of record, ready for repurposing, distribution and localization.

3.	⁠AI agents built into your workflow, with access to both the system of record and single source of truth. Automate the grunt work, use AI for research, repurposing, ops and optimization.

Relato solves this exact problem. We’re used by teams to close all the tabs, and move all of the work scattered across 5-7 tools into a single platform custom built for content ops.

PS: I’ve added a link to a deep-dive by Stephanie Trovato into the Frankenstack and how to escape it.

CEO & Co-founder @ Relato • The Content Operations Platform • 3 x Founder and CEO in Fintech, Martech, B2B SaaS • Pre-seed investor and BoD • Father & cyclist.

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