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 repairs all three layers
Three Layers of Marketing Infrastructure
1
Layer 1: CRM & Database
- Data completeness
- Lead scoring
- Workflow automation
- Segment architecture
Symptoms: "Email deliverability tanked" / "Sales doesn't trust the leads"
2
Layer 2: Tracking & Attribution
- GA4 configuration
- GTM architecture
- UTM standardization
- Analytics-to-CRM integration
Symptoms: "Can't tell which campaigns work" / "(not set) 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.
How I Work
A clear progression from diagnosis to resolution to ongoing architectural support.
1
1
Step 1: Systems Audit
Diagnose all three layers. Map the connections and gaps. Deliver a prioritized roadmap.
2
2
Step 2: Infrastructure Build
Fix the foundation based on what the audit reveals. One scope, one deliverable: a working system with documentation.
3
3
Step 3: Architecture Retainer (Optional)
Retained access to the person who built your system—for new channels, platform changes, and strategic guidance.
Step 1: 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
Investment estimate for the infrastructure build
60-70% of audits convert to implementation work—because once you see what's broken, you want it fixed.
Step 2: Infrastructure Build
$18K–$25K | 6-10 weeks
One engagement. One deliverable. A working system.
Based on audit findings, the build typically includes:
- Database cleanup and hygiene protocols
- Lead scoring model with MQL/SQL thresholds
- Automated workflows for routing and nurture
- GA4 configuration and UTM taxonomy
- Pixel/tag implementation and CAPI setup
- Campaign-to-pipeline reporting
- Audience sync automation
- Full documentation for your team
No tiers to choose between. I scope the work based on what your systems actually need.
Step 3: Architecture Retainer
$3K–$4.5K/month | 5-10 hours
Most clients don't need ongoing work every month. But when you're adding a new ad platform, migrating CRMs, or scaling into a new market, you want someone who already knows your system.
What the retainer includes:
- First call for new initiatives (new channels, new products, platform migrations)
- Quarterly system health reviews
- Priority response when something breaks
- The institutional knowledge of someone who knows where the bodies are buried
This isn't managed services. It's retained access to the architect who built your infrastructure.
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 with no attribution
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.
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
Beyond Juice
- Point-of-sale and ad platforms integrations
- Full attribution framework for paid media
- Executive reporting for 30+ franchise locations
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