Technical Documentation for Marketing Systems and Workflows

Process Documentation

Title: Technical Documentation for Marketing Systems and Workflows

Department: Marketing Operations / IT
Audience: Marketing Teams, CRM Admins, Technical Integrators
Document Owner: Marketing Systems Analyst
Last Reviewed: [Date]

1. Purpose

This document provides a structured overview of core marketing workflows and system integrations across platforms, supporting alignment between marketing, CRM, and technical teams.

2. Scope

Covers email campaign automation, lead scoring logic, CRM workflows, and analytics tracking across tools such as Salesforce, HubSpot, and Google Tag Manager.

3. Marketing Tech Stack Overview

CRM: Salesforce
Marketing Automation: HubSpot
Web Analytics: Google Analytics, GTM
Email Campaigns: Mailchimp (legacy), HubSpot (current)
Lead Data Sync: Zapier (temporary workflows), Native APIs

4. Workflow 1 – Lead Capture to CRM

Trigger: Website form submission
Steps:

The visitor completes the form on the landing page.
GTM tracks form event > pushes to HubSpot.
HubSpot workflow sends a welcome email.
Lead is scored and tagged by criteria.
Synced to Salesforce via native integration.
Sales team notified via task assignment.

5. Workflow 2 – Email Campaign Automation

Trigger: Monthly newsletter send (manual)
Steps:

Marketing creates a campaign in HubSpot.
The email template is approved by content and legal.
A/B test group defined (subject line or CTA).
Campaign scheduled for 10:00 UTC.
Results pushed to the campaign dashboard.
Report exported to CRM for revenue attribution.

6. Common System Dependencies

HubSpot ↔ Salesforce: Lead sync and custom fields
GTM ↔ GA: Event tracking and goal conversion
API rate limits: Salesforce bulk imports

7. Maintenance and Documentation Tasks

Update workflow diagrams quarterly
Archive legacy workflows every 6 months
Review and document API token usage
Maintain a change log for each system config

8. Troubleshooting References

CRM Sync Errors: Check API key and field mapping
Email Bounce Spikes: Review list hygiene and domain health
UTM Tracking Missing: Verify GTM triggers and URL structure

End of Document