Marketing Automation Design
Design journeys, scenarios, data requirements and rules for timely, measurable and manageable customer communication.
Automation should not begin with a tool purchase. Each scenario first needs a clear journey, trigger, message, data requirement, owner and measure of success. The work begins with existing evidence and stakeholder input. Scope, deliverables and the decision method remain explicit so the team can use the result in practice.
Core deliverables
What the team can use at handover
- Journey map
- Automation scenarios
- Tool requirements
- Measurement plan
Expected outcomes
The change that should become visible
- A shared definition of the problem
- An executable action plan
- Clear monitoring criteria
Working process
A staged path through the engagement
- 01Discovery
- 02Evidence review
- 03Solution design
- 04Team review
- 05Handover and execution plan
Decision logic
Every output should connect to a specific decision or action; collecting evidence and producing documents are not sufficient measures of success.
- Key hypotheses and questions are explicit from the start
- Evidence and constraints are recorded for each decision
- Priorities and out-of-scope work remain visible
Execution readiness
The final handover is organised so leadership and delivery teams can see ownership, sequence and review criteria.
- Each action has an owner and handoff point
- Quality and monitoring criteria are agreed with the team
- Knowledge transfer and the review path are part of handover
Preparing to begin
You do not need every answer before starting. A clear challenge, the people involved and available evidence help shape scope faster and more precisely.
- A short description of the challenge and its business effect
- Relevant examples of earlier decisions or activity
- The key stakeholders and decision owner
- A clear expectation for the output and how it will be used
What should we know before starting?
Next step