Ticketmaster — Power Map

Executive & Signature Authority

CPO / Exec Sponsor

Sawmill

Chief Product Officer (formerly Block)

Gated behind POC progress. Deeplaxmi won't raise intro until positive news. Former Block exec — Optimizely ran 550 experiments/year under his leadership. CEO-to-CPO connection requested but on hold.

Economic Buyer

Deeplaxmi

Strategic Decision Maker

Controls pricing, scope, and exec engagement approvals. Budget ~$500K vs. $882K proposed. Committed to weekly POC cadence calls. Only channel to Aisha and Sawmill. Interested in Warehouse Native Audience Sync.

Product Leadership (Evaluation Stakeholders)

VP Product — On-Sale

Justin Mantec

VP Product (Queue, Seat Map, Ticket Selection)

Goal: 10-12 tests/year → 10-12/month. "Pretty technical." Works with Nicolo (engineering). Attended 1/16 demo. Not seen in recent POC sessions.

VP Product — Discovery

Jose

VP (Homepage, Artist Pages)

Owns discovery pages — primary web experimentation target. Not seen in recent calls.

Mobile App Lead

Kirk Banks

Mobile App Lead

Skeptical on timing — "not now." Team focused on Sawmill's mobile-first homepage build. Peacock case study sent, no response. Mobile scope TBD but leadership will ask "are we testing in the app?" soon.

Champions (Actively Driving Evaluation)

Primary Champion

Krista Lowry

Experimentation Strategist (hired Nov 2025)

Driving POC coordination, legal follow-up, internal alignment. Previously Alaska Airlines (~150 tests/year). Rebuilding experimentation culture from zero. Risk: limited authority over legal/procurement timelines. Hedging on POC end date.

Technical Champion

Brad Bensen

Engineering / Architecture Lead

Built working server-side bucketing prototype. Pushing for contract clarity: "can't just have this code hanging around." Chose Node.js bucketing service over Fastly Compute Edge. His patience is the deal's internal clock.

Experimentation Lead

Jordan Stone

Product Analytics / Experimentation

Defined success criteria: zero-flicker EDP tests. Experiments never run >2 weeks on EDP given traffic volume. Requested pre-purchase training on UI, events, targeting.

Technical Implementation

Implementation Lead

Chester Militante

Technical Implementation

Confirmed implementation is "small effort, not complicated" — 3-5 days. Just added to Slack/accounts as of 3/18. Late onboarding of technical evaluator.

Implementation

Iqbal Sandhu

Technical Implementation

Just added to Slack/accounts as of 3/18. Late entry to evaluation alongside Chester. No direct signal on disposition yet.

Blockers & Unknowns

Blocker — Legal

Aisha

Legal / Procurement

MSA redlines sent weeks ago — no response. Deprioritized MSA while focused on POC terms (now dropped). Best internal resource for procurement process given tenure. Only channel is through Deeplaxmi.

Blocker — Corporate

Live Nation InfoSec

Corporate Security (No Named Contact)

Live Nation requires InfoSec sign-off for third-party vendors. GDPR/CCPA privacy review also required. No named contacts. Brad's strategy: emulate Monetate's cleared pattern.

Unknown — Signatory

Unknown

Contract Signatory

Live Nation corporate procurement layer confirmed. Who literally signs the contract is unknown. Could be Ticketmaster-level or Live Nation-level depending on deal size/scope.

Signature Path

Budget

Deeplaxmi

$500K budget vs. $882K proposed. Scope/pricing conversation needed. Mobile in/out is key variable.

Legal / MSA

Aisha (unresponsive)

MSA redlines stuck for weeks. POC terms dropped. SSA to be refreshed. AI provisions recommended for MSA.

Security Review

Krista (coordinating)

Risk/compliance submitted. Third-party code review initiated. Additional security review required before onboarding.

InfoSec

Live Nation (no contact)

Corporate InfoSec sign-off required. No named reviewer. Emulate Monetate pattern.

Exec Sign-off

Sawmill (CPO) GATED

Gated on positive POC progress. CEO-to-CPO intro on hold.

Signature

Unknown

Signatory not identified. Live Nation corporate layer adds uncertainty.

Informal Influence Network

Deeplaxmi → controls access to → Sawmill (CPO). Won't raise CEO-to-CPO connection until POC shows positive progress. The Sawmill intro is the executive unlock — but Deeplaxmi is the gatekeeper.

Krista Lowry → coordinates with → Deeplaxmi on strategic decisions. Krista drives tactical execution but defers commercial authority upward. Krista can't move Aisha — only Deeplaxmi can.

Brad Bensen has urgency the commercial side lacks — prototype has a shelf life. Brad's "can't just have this code hanging around" is the only internal forcing function. If Brad walks away, engineering momentum dies.

Kirk Banks → reports to → Sawmill (CPO). Mobile team direction comes from Sawmill. Kirk's "not now" may flip if Sawmill engages — but Sawmill is gated behind POC.

Aisha is the legal/procurement gatekeeper. Tenure gives her institutional knowledge of procurement process. Direct Optimizely outreach has not worked. Only proven channel is Deeplaxmi.

Sawmill (formerly Block) led a team running 550 experiments/year on Optimizely. Natural product champion if engaged. Could override budget constraints and accelerate timeline. The highest-leverage contact in the deal.

Optimizely Team

AE (Account Owner)

Ted Charles

Account Executive

Owns commercial relationship and deal. Pricing/scope meeting with Deeplaxmi needed.

Overlay SE

Conor Leary

Solutions Engineer

POC coordination, technical strategy, commercial process, weekly cadence setup.

VP, Regulated

Richard Cockshott

VP, Regulated Industries

Exec presence on pricing conversations. Flagged POC execution risk pattern. Recommended AI provisions in MSA.

POC Lead

Zach Coulter

POC Lead

Platform access, hands-on support. Committed to proactive Slack outreach if engagement drops.

Technical Architect

Simone

Fastly Specialist

SWAT team committed. Cookie reconciliation code. Architecture diagrams. Pre-purchase training sessions.

Compliance

Mike Dillon

Compliance

Third-party compliance review response — expected imminently (as of 3/18).

Map Gaps

Who signs the contract?

Live Nation corporate procurement layer confirmed. Signatory unknown — could be TM-level or LN-level.

Ask Deeplaxmi directly: "When we get to contract, who at Live Nation/Ticketmaster signs?"

Dollar thresholds?

$882K proposed vs. ~$500K budget. If threshold exists, deal structure must stay under it.

Surface during pricing conversation: "At this amount, does this stay within your team's authority?"

Aisha's actual MSA status?

Weeks of silence. Unknown if redlines have started, are stuck, or entirely deprioritized.

Deeplaxmi to follow up directly. If no response by early April, escalate through Ted/Rich.

Live Nation InfoSec reviewer?

No named contact for corporate InfoSec. Could delay by months without visibility.

Ask Krista: "Who on the Live Nation InfoSec team handles vendor approvals?"

Mobile scope decision?

Largest pricing variable. Web-only vs. web+mobile MAU count changes deal value significantly.

Get definitive in/out from Deeplaxmi during pricing meeting. Prepare both scope models.

POC end date?

Soft target April 3rd but Krista hedging. Open-ended POC = deal drift.

Weekly cadence calls as guardrail. Zach proactive outreach if engagement drops.

Additional security gates?

"There's always another step" beyond initial submission. Exact steps and timeline unknown.

Krista and Aisha to map full procurement/security steps. Need this documented.