Marketing Systems Architecture
I fix the connective tissue between your marketing stack.
Erich Eisenhart
The Problem
Your marketing stack has become a collection of islands.
What Analytics Says
"Direct is our top channel"
What CRM Shows
"Source: Unknown" for 40% of leads"
What Ad Platforms Claim
100% credit for each conversion
Every quarter you're asked "which campaigns drove revenue?" and you can't quite answer.
Different Symptoms. Same Root Cause.
Entry Point A:
"Our HubSpot is a mess"
Entry Point B:
"We can't prove ROI"
Entry Point C:
"Are our pixels even firing?"
Root Cause:
Fragmented marketing infrastructure with no unified data layer
The Fix:
One engagement that diagnoses and fixes all three layers
Three Layers of Marketing Infrastructure
1
Layer 1: CRM & Database
- Data completeness & accuracy
- Lead scoring & routing
- Workflow automation
- Segment architecture
Symptoms: "Email deliverability tanked" / "Sales doesn't trust the leads"
2
Layer 2: Tracking & Attribution
- GA4 configuration
- GTM tag architecture
- UTM standardization
- Analytics-to-CRM integration
Symptoms: "Can't tell which campaigns work" / "Direct is our top channel (?)"
3
Layer 3: Paid Media Infrastructure
- Pixel implementation
- CAPI configuration
- Audience sync
- Conversion event mapping
Symptoms: "Are pixels even firing?" / "Retargeting converted users"
The fix is never just one layer.
Problems in one layer almost always indicate—and cause—problems in the others.
CRM → Attribution:
If contacts lack source data, you can't attribute. If leads aren't scored, you can't measure quality by channel.
Attribution → CRM:
If tracking doesn't flow to CRM, contact records are incomplete. If UTMs aren't standardized, source fields are garbage.
Paid Media → Both:
If pixels don't fire, conversions don't reach platforms OR CRM. If audiences don't sync, you retarget converted leads.
Why This Matters Now
Every AI tool your team adopts — lead scoring, predictive analytics, automated nurture, conversation intelligence — runs on one thing: your data.
AI doesn't fix bad data. AI multiplies it.
The gap between companies with solid data foundations and those without isn't linear. It's exponential.
Marketing Systems Architecture = AI Readiness
The same infrastructure that lets you prove ROI today positions you to leverage AI tomorrow:
Clean, complete contact records
Better lead scoring models
Accurate source attribution
Smarter budget allocation
Behavioral event tracking
Predictive intent signals
Unified data layer
AI tools that actually work
Fix the foundation now, or fall further behind every quarter. The companies investing in data infrastructure today will outpace competitors who wait by multiples.
The Solution: A Unified Approach
01
Systems Audit
Diagnose all three layers simultaneously. Map the connections and gaps.
02
Prioritized Roadmap
Identify which fixes unlock the others. Sequence for maximum impact.
03
Systematic Build
Fix the foundation, then automation, then attribution. In that order.
04
Documentation & Handoff
Build systems you own and operate independently. No forced retainer.
Three Tiers. Pick Your Depth.
Tier 1: Foundation — $8.5K–$12K
4-5 weeks
- Database cleanup & hygiene
- Lead scoring model
- GA4 audit & UTM taxonomy
- Pixel/tag audit
Best for: Teams with internal ops capacity who need the foundation fixed
Tier 2: Complete — $15K–$22K
7-8 weeks
- Everything in Tier 1
- 6-8 automated workflows
- Full event tracking & behavioral triggers
- Campaign-to-pipeline reporting
- Audience sync automation
Best for: Companies scaling paid media who need the full system working
Tier 3: Managed — $18K–$25K + $2.5K–$4K/mo
8 weeks + ongoing
- Everything in Tier 2
- Executive dashboard
- Custom attribution model
- Monthly optimization
- Proactive monitoring
Best for: Hands-off management with continuous improvement
Entry Point: Systems Audit
$3,000 | 1-2 weeks
A comprehensive diagnostic across all three layers. You walk away with:
Current state assessment of CRM health, tracking setup, and paid media infrastructure
Gap analysis showing where the connections are broken
Prioritized remediation roadmap with clear scope and timeline
ROI case for each recommended tier
60-70% of audits convert to implementation work — because once you see what's broken, you want it fixed.
Symptom → Root Cause Translation
Case Study: FireRover
The Situation
- 281K contacts with 2.95% email open rate (industry: 15-25%)
- 256K contacts (91%) unengaged for 365+ days
- Zero lead scoring, 97% contacts unassigned
- $15K/month paid media budget at risk
- No attribution infrastructure
What We Built
Phase 1 (CRM): Isolated 25-30K viable contacts, built suppression lists for all ad platforms
Phase 2 (Scoring): Implemented lead scoring with MQL/SQL thresholds, automatic routing
Phase 3 (Attribution): Built nurture workflows, retargeting sync, UTM tracking for full-funnel visibility
The Results
91%
dead contacts removed
from all campaigns
25-30K
qualified leads
identified and scored
$15K
monthly ad budget
now trackable with attribution
Payback in 2-3 months from prevented ad waste alone
Timeline: 8 weeks | Investment: $16,000
Why Me
Most marketing ops consultants understand either the tech side or the marketing side.
I see the whole system.
My background combines:
Data Architecture
GA4, BigQuery, SQL, cross-platform attribution
Marketing Operations
HubSpot, Salesforce, workflow automation, campaign orchestration
That's why I can diagnose that your 2.95% open rate isn't a "content problem"—it's a data layer problem.
Fix the foundation first, then automation actually works.
Recent Work
DTE Energy
(via agency)
- Cross-channel analytics across 6 advertising platforms
- GA4 conversion tracking for 12+ programs
- Unified attribution replacing siloed reporting
Motor City Dental Partners
- CRM infrastructure for 38+ locations
- Automated opportunity creation with SMS compliance
- Network-level marketing visibility
FireRover
- Enterprise HubSpot cleanup and optimization
- Full attribution framework for paid media
- $15K/month budget protected
Let's Talk
Erich Eisenhart
Marketing Systems Architect
Next Step: Schedule a 30-minute call. If there's a fit, we'll scope a Systems Audit.
Current availability: Taking projects for Q2 2026 onward