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Systems and Organization Checklist

This checklist guides you through establishing the foundational systems, tools, and operational processes needed for effective marketing operations. Follow these steps in order to build a complete marketing infrastructure.

Systems Philosophy: Systematize repeatable processes to free up time for high-value relationship building. Automate lead nurturing, follow-ups, and content distribution while keeping trust-critical touchpoints (discovery calls, proposals, client check-ins) human. The goal is efficiency without losing the personal connection that wins builder business.

Phase 1: Foundation Setup​

Initial Infrastructure​

  • Set Up Tools and Software - Install and configure essential marketing platforms:

    • Google Analytics
    • Google Tag Manager
    • Google Search Console
    • CallRail (if applicable)
    • Drift chat

    Google Account Setup: Rather than having various marketing-related software registered under the owner's email, consolidate it into one core email address. Ideally use marketing@yourdomain.com if you use GSuite, otherwise go to accounts.google.com and sign up for a Gmail or attach an existing account as a Google account.

  • Create Shared Working Documents - Set up collaboration infrastructure with client:

    CLIENT: Create a Google Drive folder and share access with your marketing lead

    Agency / Marketing Lead:

  • Customize KPI Dashboard - Tailor the standard KPI template to include specific metrics most important to the business owner. Customize to suit your needs.

  • Develop Initial Marketing Budget - Create an initial marketing budget based on business goals and channel priorities.

Phase 2: Operational Systems​

CRM and Lead Management​

  • Set Up CRM Usage - Configure CRM to track leads, client goals, and improve client experience. Store details including:

    • Where they heard about you first
    • What their goals are
    • Why they chose you
    • What you can do to make the experience exceptional

  • Establish Lead Qualification Process - Set up lead scoring system in CRM to prioritize best-fit, ready-to-buy opportunities. Score leads based on project fit (budget, timeline, scope), engagement level (content consumed, responses), and qualification criteria. Focus sales time on highest-potential leads.

  • Define Handoff and Follow-up Process - Create clear handoff process from marketing to sales, including lead qualification criteria, notification triggers, and follow-up timelines. Ensure no leads fall through cracks between marketing nurture and sales outreach.

Communication and Documentation​

  • Explain Key Documents to Client - Walk client through the purpose and usage of essential project documents:

    • Login Credentials
    • KPI Document
    • Strategy Document
    • Project Management Dashboard (includes Call Notes)
    • Channel Summary

  • Establish KPI Document Usage - Set up consistent usage and update process for the primary KPI tracking document. Update regularly with current metrics.

  • Establish Call Notes Process - Document all meetings, decisions, and project updates in the Project Management Dashboard. Use the dashboard as the central hub for all project communication and decisions.

Ongoing Operations​

  • Plan Recurring Tasks - Establish daily, weekly, and monthly marketing activities. Define ongoing tasks like:

    • Website updates
    • Blog posts
    • Social posts
    • Email campaigns
    • Ad campaigns or experiments

  • Choose Email Marketing Software - Select appropriate email marketing platform based on business type and needs. Options include:

    • ConvertKit
    • ActiveCampaign
    • Hubspot
    • Mailchimp
    • Klaviyo (ecommerce)
    • Drip (ecommerce)

Marketing Automation​

  • Set Up Trigger-Based Workflows - Configure event-driven automations for form fills, page visits, and quote requests to keep buyers moving without manual lag. Examples: welcome sequence after form fill, follow-up after pricing page visit, reminder after abandoned quote.

  • Create Email Sequences - Build welcome, nurture, and re-engagement email sequences that stay in touch without sounding automated. Use conversational tone and provide value in each message.

  • Establish Lead Nurturing Program - Set up long-term nurture campaigns for leads not ready to buy. Provide helpful, non-pushy follow-up content that keeps you top-of-mind during their 3-18 month research period.

Phase 3: Advanced Systems​

Documentation and Organization​

  • Document Systems and Processes - Actively document all repeatable marketing systems and operational processes for future reference and team onboarding.

  • Set Up Project Management Dashboard - Create central hub for managing marketing projects, tracking tasks, and recording meeting notes. See Project Management Dashboard Template for structure.

Phase 4: Specialized Tools​

AI and Prompt Engineering​

  • Create Context Documents - Build usable context pack for the business using the specialized workflow. See Prompt: Creating Context Documents for complete workflow and prompt templates.

  • Review Prompt Writing Guidelines - Understand principles and specialized guidelines for writing effective AI prompts for research, copywriting, and analysis. See Prompt Writing Guidelines for comprehensive guide.

Phase 5: Offboarding (When Needed)​

End of Engagement​

  • Execute Offboarding Process - When engagement ends, follow the internal Offboarding SOP (maintained outside the client playbook) for clean asset handoff and access removal.

Reference Documents​