Marketing Automation Platform Implementation - Project Details / Task List
Tag: marketing-automation
Total Hours: 150h
Structure: Multi-Milestone (>50h)
Milestone 1: Marketing Automation Platform Implementation - 1. Discovery, Planning & Data Migration
Tag: marketing-automation
Description: Discovery sessions, platform evaluation, implementation planning, and complete data migration with cleanup
Hours: 50h
Task List: (Marketing Automation) 1. Discovery & Planning
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Conduct Stakeholder Discovery Sessions | 3h | Meet with marketing, sales, and RevOps stakeholders to understand current state, pain points, and requirements for the new platform. End state: Documented requirements from all key stakeholders. • Schedule and facilitate discovery sessions with VP Marketing, Marketing Ops, Sales Ops, and demand gen leads • Document current marketing processes (lead capture, nurturing, scoring, handoff to sales) • Identify must-have integrations (CRM, webinar platform, advertising, analytics) • Capture reporting requirements and KPIs that must be tracked • Understand team skill levels and training requirements • Document pain points with current platform (if migration) |
| 2. Audit Current State (Migration Only) | 4h | Conduct comprehensive audit of existing platform to understand what needs to be migrated and what should be deprecated. End state: Complete inventory of assets, workflows, and data to migrate. • Export list of all active campaigns, workflows, and automations • Document all custom fields and their mapping to CRM fields • Inventory email templates, landing pages, and forms • Identify active nurture programs and their logic • Pull lead scoring model configuration and rules • Document all integrations and API connections • Assess data quality—identify duplicates, incomplete records, and outdated data |
| 3. Define Success Criteria and Project Scope | 2h | Establish clear success criteria and boundaries for the project. End state: Signed-off scope document with success metrics. • Define what "done" looks like for this implementation • Establish go-live criteria and acceptance tests • Document what is in-scope vs. out-of-scope • Set timeline milestones and dependencies • Identify risks and mitigation strategies • Get stakeholder sign-off on scope document |
| 4. Evaluate Platform Options | 3h | Compare marketing automation platforms against client requirements and tech stack compatibility. End state: Platform recommendation with clear rationale. • Map requirements against platform capabilities (HubSpot, Marketo, Pardot, Eloqua) • Evaluate CRM integration depth (native vs. connector) • Assess pricing models (per contact vs. feature-based) • Review ease of use and team skill requirements • Compare reporting and attribution capabilities • Document integration options with existing tech stack • Create recommendation matrix with pros/cons |
| 5. Build Implementation Roadmap | 3h | Create detailed implementation plan with phases, milestones, and resource requirements. End state: Approved project plan with timeline and responsibilities. • Break project into phases with clear milestones • Identify resource requirements (client team, LeanScale team, vendor support) • Map dependencies between workstreams • Establish communication cadence and status reporting • Create risk register with contingency plans • Build training timeline integrated with implementation • Get stakeholder approval on roadmap |
Task List: (Marketing Automation) 2. Data Migration & Cleanup
Contains: Part 3
| Task | Est | Description |
|---|---|---|
| 6. Design Data Migration Strategy | 4h | Create mapping document for how data will transfer from legacy system to new platform. End state: Approved data mapping document and migration plan. • Map all custom fields from legacy system to new platform • Identify fields that need transformation or consolidation • Design approach for historical engagement data (what migrates, what doesn't) • Plan for lead scoring history preservation • Document how subscription and consent data will transfer • Create data validation checkpoints • Define rollback plan if migration fails |
| 7. Clean and Prepare Data | 6h | Clean legacy data before migration to ensure new platform starts with high-quality data. End state: Clean data set ready for migration. • Remove duplicate records using deduplication rules • Clean up incomplete records (missing required fields) • Standardize field values (country names, job titles, etc.) • Archive or delete outdated records (no engagement in 24+ months) • Verify email validity using email verification tool • Document records removed and cleanup decisions made • Export clean data set for migration |
| 8. Execute Data Migration | 5h | Migrate cleaned data to new platform with validation at each step. End state: All data successfully migrated and verified. • Import contact/lead records in batches (start with test batch of 1,000) • Validate field mapping on test batch before full import • Migrate account/company records • Import historical activity data where applicable • Preserve lead scoring history and lifecycle stages • Run data validation scripts to verify record counts and field population • Document any records that failed migration for manual review |
Milestone 2: Marketing Automation Platform Implementation - 2. Platform Configuration
Tag: marketing-automation
Description: Core platform configuration including settings, lead scoring, lifecycle stages, and CRM integration
Hours: 50h
Task List: (Marketing Automation) 3. Core Configuration & Integration
Contains: Part 4
| Task | Est | Description |
|---|---|---|
| 9. Configure Core Platform Settings | 4h | Set up foundational platform settings including domain, authentication, and permissions. End state: Platform core settings configured and ready for building. • Configure email sending domain with SPF, DKIM, and DMARC • Set up tracking domain for link tracking • Configure user roles and permissions • Set up teams and business units if applicable • Configure default timezone and locale settings • Enable GDPR/privacy compliance settings • Set up IP warming schedule if new sending domain |
| 10. Build Lead Scoring Model | 5h | Implement lead scoring model based on client's qualification criteria and buying signals. End state: Lead scoring model active and scoring leads. • Define demographic/firmographic scoring criteria (title, company size, industry) • Map behavioral scoring actions (email opens, form fills, page visits, content downloads) • Implement negative scoring for disqualifying factors (competitor, student, invalid email) • Configure score thresholds for MQL and sales readiness • Set up score degradation for aging leads • Build scoring dashboard for visibility • Test scoring with sample records to validate logic |
| 11. Configure Lead Lifecycle Stages | 4h | Set up lifecycle stages that track lead progression from first touch to customer. End state: Lifecycle stages configured and syncing with CRM. • Define lifecycle stages (Subscriber, Lead, MQL, SQL, Opportunity, Customer) • Configure stage transition rules (manual vs. automated) • Map lifecycle stages to CRM fields and sync settings • Set up lifecycle stage reporting • Configure SLA alerts for stage transitions (e.g., MQL not contacted in 24 hours) • Test stage progressions with sample records |
| 12. Set Up CRM Integration | 5h | Configure bidirectional sync between marketing automation platform and CRM. End state: Real-time data sync operational between platforms. • Enable CRM integration (Salesforce, HubSpot CRM, etc.) • Map fields between platforms (lead fields, account fields, opportunity fields) • Configure sync direction for each field (MA→CRM, CRM→MA, bidirectional) • Set up selective sync rules (which records sync, which don't) • Configure campaign/list sync for attribution • Test sync with sample records both directions • Document field mapping and sync rules |
Task List: (Marketing Automation) 4. Assets, Automation & Reporting
Contains: Parts 5-6
| Task | Est | Description |
|---|---|---|
| 13. Create Email Templates | 5h | Build brand-compliant email templates for campaigns, nurtures, and transactional sends. End state: Template library ready for campaign use. • Build master template with brand styling (header, footer, colors, fonts) • Create nurture email template with dynamic content blocks • Build promotional/campaign template • Create transactional template (confirmations, notifications) • Configure personalization tokens and fallback values • Test templates across email clients (Gmail, Outlook, Apple Mail, mobile) • Document template usage guidelines for marketing team |
| 14. Build Landing Pages and Forms | 5h | Create landing page templates and forms for lead capture. End state: Form and landing page library ready for campaigns. • Build landing page template with brand styling • Create forms for key conversion points (demo request, content download, newsletter) • Configure progressive profiling to gather data over time • Set up form prefill settings for known visitors • Implement hidden fields for UTM capture and attribution • Configure thank-you pages and redirect logic • Test form submissions end-to-end including CRM sync |
| 15. Build Core Nurture Programs | 6h | Recreate or build new nurture workflows based on client's buyer journey. End state: Key nurture programs active and enrolling leads. • Map client's buyer journey stages to nurture tracks • Build awareness-stage nurture (educational content) • Build consideration-stage nurture (product/solution focused) • Configure enrollment triggers and exit criteria • Set up branch logic for personalized paths • Implement goal-based exits (demo booked, opportunity created) • Test nurture flows with sample records through all branches |
| 16. Configure Lead Routing & Handoff | 4h | Set up automated lead routing to sales based on territory, round-robin, or account ownership. End state: Leads routing correctly to sales with notifications. • Configure lead assignment rules (territory, round-robin, named accounts) • Set up MQL notification workflow to alert sales • Configure lead handoff SLA monitoring • Build lead-to-account matching logic • Set up alerts for high-intent behaviors (pricing page, demo request) • Integrate with sales engagement platform if applicable (Outreach, Salesloft) • Test routing scenarios end-to-end |
| 17. Build Core Dashboards | 4h | Create dashboards for marketing and sales visibility into funnel performance. End state: Dashboards live with key metrics visible. • Build marketing performance dashboard (leads, MQLs, conversion rates) • Create campaign attribution dashboard • Build email performance dashboard (opens, clicks, unsubscribes) • Create lead funnel dashboard (volume by stage, conversion rates) • Set up SLA monitoring dashboard (response times, aging leads) • Configure dashboard access and sharing settings |
| 18. Configure Attribution Reporting | 4h | Set up multi-touch attribution to track marketing's impact on pipeline and revenue. End state: Attribution reporting operational. • Select attribution model (first-touch, last-touch, multi-touch, W-shaped) • Configure campaign tracking and UTM parameter capture • Set up attribution reports by channel, campaign, and content • Integrate with CRM opportunity data for pipeline attribution • Build revenue attribution dashboard • Document attribution methodology for stakeholder alignment |
Milestone 3: Marketing Automation Platform Implementation - 3. Testing, Training & Launch
Tag: marketing-automation
Description: Quality assurance testing, team training and enablement, and production go-live with hypercare support
Hours: 50h
Task List: (Marketing Automation) 5. Testing & Quality Assurance
Contains: Part 7
| Task | Est | Description |
|---|---|---|
| 19. Conduct System Testing | 4h | Test all platform components individually to verify functionality. End state: All components validated and working correctly. • Test email deliverability using seed list • Validate form submissions create leads correctly • Test lead scoring calculations with sample scenarios • Verify lifecycle stage progressions • Test CRM sync in both directions • Validate nurture enrollment and email sends • Test lead routing to correct owners • Document any issues found and track to resolution |
| 20. Conduct End-to-End Testing | 4h | Test complete lead journey from first touch through MQL handoff to sales. End state: Full lead journey validated. • Create test leads that simulate real buyer behavior • Track leads through nurture programs • Verify scoring accumulates correctly • Test MQL threshold and sales notification • Validate lead appears correctly in CRM with all data • Test sales follow-up workflow triggers • Get sign-off from marketing and sales stakeholders |
| 21. User Acceptance Testing (UAT) | 4h | Have marketing team test the platform and validate it meets their requirements. End state: Marketing team sign-off on platform readiness. • Create UAT test script covering key use cases • Have marketing team execute test scenarios • Document feedback and required changes • Implement fixes for critical issues • Conduct regression testing on changes • Get formal sign-off from marketing stakeholder |
Task List: (Marketing Automation) 6. Training, Go-Live & Handoff
Contains: Parts 8-9
| Task | Est | Description |
|---|---|---|
| 22. Create Training Materials | 4h | Develop training documentation and resources for marketing team. End state: Complete training package ready for delivery. • Create platform overview guide (navigation, key features) • Document SOPs for common tasks (create email, build list, send campaign) • Build video walkthroughs for complex workflows • Create quick-reference cards for daily use • Document troubleshooting guide for common issues • Prepare hands-on exercises for training sessions |
| 23. Conduct Marketing Team Training | 5h | Train marketing team on platform usage and best practices. End state: Marketing team confident in using the platform. • Schedule training sessions (recommend 2-3 sessions, 90 min each) • Cover platform navigation and core features • Walk through campaign creation workflow • Train on reporting and dashboard usage • Practice hands-on exercises with real scenarios • Address questions and document for FAQ • Record sessions for future reference |
| 24. Train Sales on Lead Handling | 2h | Train sales team on how leads appear in CRM and how to action them. End state: Sales team understands lead context and follow-up process. • Schedule sales training session (30-45 min) • Explain what information is captured on leads • Demonstrate how to see lead engagement history • Train on SLA expectations for MQL follow-up • Show how to provide feedback on lead quality • Document sales playbook for lead handling |
| 25. Execute Go-Live Checklist | 3h | Complete final pre-launch checks and activate the platform for production use. End state: Platform live in production. • Run final data validation checks • Verify all integrations are active • Confirm email deliverability is healthy • Activate lead scoring and routing • Turn on live nurture programs • Enable tracking and analytics • Communicate go-live to stakeholders • Document go-live timestamp and state |
| 26. Provide Hypercare Support | 8h | Provide intensive support during first 2 weeks post-launch to catch and resolve issues quickly. End state: Platform stable with issues resolved. • Monitor email deliverability daily • Check lead flow and routing daily • Review error logs and failed syncs • Address user questions within 4 hours • Hold daily standup for first week • Document issues and resolutions • Escalate critical issues immediately |
| 27. Handoff to Client | 2h | Transfer ownership of platform operations to client team with full documentation. End state: Client team self-sufficient. • Deliver complete documentation package • Transfer admin credentials and access • Provide vendor support contact information • Schedule 30-day check-in call • Document open items and future recommendations • Get formal project sign-off • Close out project |
Summary
- Total Milestones: 3 (50h + 50h + 50h)
- Total Task Lists: 6 (consolidated from 9 Parts)
- Total Tasks: 27 (one per Step)
- Total Hours: 150h
- Generated from: playbook_marketing-automation-platform-implementation.md
- Generated on: 2025-12-31