Marketing Automation Setup

What's included

Foundation

• Lifecycle stages defined so marketing and sales mean the same thing by the same words
• Data model check on the fields your automation depends on
• Deliverability setup covering SPF, DKIM, DMARC, and sending domain
• Consent capture and preference handling
• Suppression and sunset rules for unengaged contacts

Flows

• Coverage mapped against the lifecycle so you can see which stages have nothing running
• Welcome, nurture, abandonment, winback, and post-purchase sequences built where they're missing
• Trigger, delay, and exit conditions set so flows stop when someone converts
• Overlap resolved between flows and campaigns hitting the same person the same day
• Branching by segment or behavior rather than one message for everyone

Sales handoff

• Lead scoring built from what actually closes rather than from arbitrary points
• Routing and assignment rules with a fallback owner
• Notification design that reaches a human, not a shared inbox nobody opens
• Task and reminder automation for follow-up
• Meeting booking integration

Tracking and reporting

• Attribution preserved through the automation, so source survives to the deal record
• Engagement and revenue reporting per flow
• ESP-reported revenue reconciled against GA4 and your CRM
• Failure alerting, since broken workflows fail quietly and nobody notices for months

Handover

• Documentation of every flow, trigger, and exit condition
• Training so your team can change a delay without breaking a sequence
• Thirty day review after launch

Why it matters

Automation platforms accumulate mess faster than anything else in the stack. A workflow built for a campaign that ended in 2023 still runs, two sequences enroll the same person, and a scoring model nobody has revisited assigns forty points for opening an email.

The part with the most money in it is the handoff. Plenty of setups nurture beautifully and then drop the lead into a queue where it sits for two days. Fixing what happens in the ten minutes after someone raises their hand usually beats any amount of additional nurture content.