Revenue · 8 stages
GTM automation system
Target accounts to closed-won hand-off: research, outbound, routing, follow-up and CRM upkeep.
An AI marketing automation system from brief to pipeline report
Briefs arrive complete, drafts start from your own sources, campaigns launch from a checklist that runs itself, and sales gets MQLs with the context to act on them. Your team spends its time on ideas, editing and decisions.
Replaces: Brief chasing in Slack, copy-paste publishing, manual campaign builds and QA, spreadsheet lead lists and attribution rebuilt from exports
Marketing operations system
8 stages
What is AI marketing automation?
AI marketing automation uses agents for the operational work around your marketing platform: completing briefs, drafting from your own sources, building and checking campaigns, scoring leads, routing MQLs to sales and assembling attribution reports. Campaigns keep running in HubSpot or Marketo. Writers edit every piece, and leaders decide strategy and budget.
The system, stage by stage
8 stages from briefs and planning to attribution and reporting, each with what runs on its own and the decision that stays with your team.
- 1
Briefs and planning
Requests from sales, product and leadership arrive as structured briefs with audience, goal, keyword and deadline, and land on the content calendar.
- Asana
- Notion
- Semrush
- Slack
Automated
- Intake form or Slack request turned into a brief, with missing fields chased
- Keyword and search-results research attached for search content
- Brief added to the content calendar with an owner and due date
Built with workflow automationYour team decides
The marketing lead decides what gets made and in what order, and approves each brief.
- 2
Drafting
First drafts are written from the brief, your style guide and approved source material such as product docs, call transcripts and customer interviews.
- Google Docs
- Notion
- Gong
- Semrush
Automated
- Draft written from the brief, with the source material it used cited inline
- Style guide and banned-claims checks run on every draft
- Internal links, titles and meta descriptions suggested
Built with AI agentsYour team decides
A writer or subject expert edits the draft and adds the experience and opinions only your team has.
- 3
Review and approval
Drafts move through editorial, subject-matter and, where needed, legal or brand review, with each reviewer seeing only what they need to check.
- Google Docs
- Asana
- Slack
Automated
- Reviewers assigned by content type and the kinds of claims in the draft
- Claim checks that flag statistics, competitor comparisons and customer references needing proof
- Reminders and escalation when a review sits past its due date
Built with workflow automationYour team decides
The editor signs off on quality, and product marketing or legal approves claims about pricing, competitors and customers.
- 4
Publishing
Approved content is formatted and loaded into the CMS with metadata, images and tracking in place.
- WordPress
- Webflow
- Contentful
- HubSpot
Automated
- CMS entry created with title, meta description, schema markup and UTM-tagged links
- Pre-publish checks for broken links, missing alt text and oversized images
- Internal links from related pages suggested after publishing
Built with workflow automationYour team decides
The content owner publishes the piece or approves the scheduled publish time.
- 5
Repurposing and distribution
Each published piece is cut into channel versions: social posts, newsletter sections and snippets for sales.
- HubSpot
- Buffer
- Slack
Automated
- LinkedIn and X drafts, newsletter blurbs and nurture email copy written from the published piece
- Sales enablement snippet posted to the team channel with the link
- Scheduling across channels following your calendar
Built with founder contentYour team decides
The channel owner approves each version before it is scheduled.
- 6
Campaign operations
Campaigns are built from a request: CRM campaign record, lists, emails, landing pages and tracking.
- HubSpot
- Marketo
- Salesforce
- Google Ads
Automated
- Campaign record, UTM set and naming convention created from the request
- Emails and landing pages built from approved templates
- List pulls with suppression and consent checks, and a QA checklist run before launch
Built with workflow automationYour team decides
The campaign manager reviews test sends and approves the final audience before launch.
- 7
Lead scoring and MQL routing
Leads are scored on fit and behavior, and those that cross your threshold go to sales with their history attached.
- HubSpot
- Marketo
- Salesforce
- 6sense
Automated
- Fit and engagement scoring, with the reasons written on the lead record
- MQL routing by territory and segment, with recent activity summarized for the rep
- Recycling rules for leads sales rejects, with the rejection reason captured
Built with lead generationYour team decides
Marketing and sales leaders agree the MQL definition together and review it each quarter, and reps accept or reject each MQL.
- 8
Attribution and reporting
Spend, touches and pipeline are joined into a weekly and monthly view of which programs produce opportunities and revenue.
- Google Analytics
- HubSpot
- Salesforce
- Looker Studio
Automated
- Ad spend, web analytics and CRM opportunities joined on campaign and UTM
- First-touch, last-touch and multi-touch views built from the same data
- Written summary of changes since the last period, with anomalies flagged before it is sent
Built with reporting and dataYour team decides
The head of marketing approves the report before it goes to leadership and decides any budget changes.
What we measure
Agreed before the build, measured against your baseline, reported every month.
- Brief-to-publish time
- Days from an approved brief to a published piece, by content type.
- Review wait time
- Time drafts spend waiting at each review step, to show where approvals stall.
- Editor change rate
- How much of each draft editors rewrite, tracked by content type to show where drafts need better sources.
- MQL acceptance
- Share of MQLs that sales accepts, with rejection reasons grouped so the definition can be tuned.
- Attribution coverage
- Share of new opportunities with a known source campaign, so gaps in tracking are visible.
Safeguards built in
Controls specific to this function, on top of the audit trail and approval gates in every system.
- Claims about customers, pricing, competitors and results routed to a named approver before publishing
- Consent, suppression and unsubscribe checks run before every send
- Brand and style checks on every draft, with failures shown to the editor
- Drafts cite the source material they used, so reviewers can check facts quickly
Who it fits
- B2B marketing teams of 3–20 publishing every week
- Marketing ops teams running HubSpot or Marketo with Salesforce
- Content teams working with freelance writers and subject experts
- Agencies producing content and campaigns for several clients
How it rolls out
One workflow first, live in six to ten weeks. Then the rest of the function, on the same foundation.
- 1Weeks 1–10
First workflow
One content type, such as blog posts or case studies, run end to end from brief through review and publishing to repurposed channel versions.
- 2Months 3–4
Extend
Campaign builds and QA, plus lead scoring and MQL routing into the CRM.
- 3Month 5 onward
Full function
Attribution reporting across channels, and the remaining content types and channels.
Questions about the marketing operations system
Are you a marketing automation agency?
For the operations side, yes. We build and run the automation around your marketing platform: briefs, builds, QA, scoring, routing and reporting. Strategy, creative and channel decisions stay with your team or your creative agency, and we work alongside both.
Will the content read like AI wrote it?
Drafts start from your own sources: product docs, call transcripts, interviews and your style guide. A writer or subject expert edits every piece before review, and the editor change rate shows where drafts need more work.
What is a marketing automation workflow?
A marketing automation workflow is a set of steps that runs when something happens: a form fill, a content download, a score crossing a threshold. Typical marketing automation workflows route new leads, enroll contacts in nurture sequences and alert sales. We build those in your platform, and add the checks around them: duplicate detection, consent flags and a review before any send.
Does this replace our marketing automation platform?
No. Campaigns, emails and scoring keep running in HubSpot, Marketo or whatever you use today. The system does the builds, checks and hand-offs around it.
Who decides the MQL definition?
Marketing and sales leaders, together. We write down the current rules, test them against past leads and won deals, and report acceptance rates so the definition can be adjusted with evidence.
Can attribution be accurate?
Attribution is a model with known gaps, such as dark social and offline conversations. We show first-touch, last-touch and multi-touch side by side from the same data, report how much pipeline has a known source, and leave budget calls to your team.
Other blueprints
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Quotes, discount approvals, contracts, e-signature, order booking, invoicing and collections.
Customer · 7 stages
Customer onboarding system
Closed-won hand-off, kickoff, document collection, provisioning, training and health checks.
Plan your marketing operations system with an engineer.
A 30-minute call with an engineer. You will leave knowing what a system could do for that workflow and what it would take to build.
What happens next
- 1
Strategy call
We learn how the workflow runs today and what a good outcome would be.
- 2
Workflow audit
We map the process and measure where a system would save the most time.
- 3
Proposal
A written scope, timeline and fixed price for your first system. No obligation to build.