Systems & AI

MarTech Systems & Automation Architecture

Most companies use about 20% of the software they pay for. I act as your technical architect to fix that. Whether it is HubSpot, Salesforce, or a custom stack, I clean up the mess. I integrate the tools and automate the manual work that slows your team down.

See it in practiceMajor Property Development Group case study

Challenges this solves

I help organisations design, implement, and optimise MarTech ecosystems that actually work together. This includes platform selection, integration architecture, workflow automation, and data modelling. My approach combines strategic system design with hands-on technical implementation. I work directly with platforms, APIs, and data to ensure things function as intended.

The "Franken-stack10 different tools patched together that break constantly.
ShelfwarePaying thousands a month for Enterprise features nobody knows how to use.
Dirty DataDuplicate contacts and missing fields making your CRM useless.
Broken AttributionYou have no idea which marketing channel is actually driving revenue.

Methodology

01
Discovery & AuditDetailed assessment of current MarTech stack, data flows, and integration points
02
Strategy FormulationArchitecture design, platform recommendations, and integration roadmap
03
Implementation SupportHands-on configuration, workflow building, and data migration
04
Optimisation & HandoverTesting, training, and documentation for sustainable operation

What I Deliver

System architecture diagrams
Integration specifications
Configured platforms and workflows
Data models and mapping
Process documentation
Training materials and handover

Capabilities

MarTech stack architecture and designCRM implementation and optimisationMarketing automation platform setupCustomer data platforms and integrationAnalytics and tag managementAPI integration and data flowsWorkflow automation and process designPlatform migration and consolidation

Outcomes. Unified customer data and better insights. Automated marketing workflows. Improved campaign efficiency. Better lead management and scoring. Reduced manual work and errors. Stronger ROI from technology investment.

Stack Consolidation & Waste Audit

I help you audit your monthly SaaS spend to reclaim budget and increase operational velocity without losing functionality. The MarTech stack audit worksheet is the inventory I start with.

  • Identify software overlaps and redundant functionality across your stack
  • Eliminate "ghost" subscriptions that nobody uses but everyone pays for
  • Simplify architectures to reduce technical debt and maintenance burden
  • Audit contract terms and usage to find immediate cost savings
  • Build a consolidation roadmap that maintains business continuity

Email authentication and deliverability

When HubSpot or Salesforce mail lands in spam, the cause is usually the sending domain, not the template. I set up SPF, DKIM and DMARC on the domains those platforms actually send from, and work with your IT team when the DNS lives with them. Start with the email authentication guide if you want to check the records yourself first.

  • SPF, DKIM and DMARC on the domains that send, not only the website domain
  • HubSpot, Salesforce and other platforms added to the correct sending domains
  • DMARC in monitoring mode first, so existing mail is not blocked while gaps are found
  • A diagnosis that separates missing records from a damaged domain reputation

Related Projects

All Projects
01
Real Estate · MarTech Systems & AutomationMajor Property Development GroupBuilt a measurement and dashboard system across a multi-development property portfolio. The technical approach involved auditing existing data sources across Google Analytics, Meta Ads, CRM platforms, and third-party listing portals, then designing a data architecture that connected these siloed systems. Marketing, sales, and CRM data came together in one Enterprise CRM reporting structure with portfolio, campaign, and channel-level visibility. Each stakeholder level got its own dashboard view, from campaign managers needing daily metrics through to board members reading quarterly summaries, and the KPI framework gave the board numbers it could make decisions on.
MarTech Systems & AutomationMarketing Problem Solving & AuditsDigital Strategy & Leadership
View Project
04
Agency · Technology & ConsultingRegional Digital AgencyDigital Director role leading digital marketing, analytics, and technology initiatives across teams in the Middle East and Australia. This involved managing cross-cultural teams, adapting strategies for different market conditions, and building standardised frameworks that could be localised for each region. Guided clients through major marketing transformation projects, digital adoption programs, and performance measurement frameworks. Developed team capabilities through structured upskilling programs, mentoring junior staff, and creating internal knowledge bases for MarTech systems and processes.
Digital Strategy & LeadershipMarTech Systems & AutomationAI Integration & Adoption
View Project
02
Manufacturing · Digital Strategy & LeadershipPerth Manufacturing BusinessProvided digital strategy and website development for a Perth-based manufacturing business, focused on improving local search visibility for trade-specific queries in the Perth metropolitan area.
Digital Strategy & LeadershipMarTech Systems & AutomationWebsite Strategy & Performance
View Project

Questions

Straight answers. If yours is not here, ask it directly.

Why is our HubSpot or Salesforce bill so high?

Usually it is because you are paying for contact tiers full of junk data. Or you might be paying for seats for people who never log in. I audit your contract and usage to find savings.

Can you migrate us from one CRM to another?

Yes but I will challenge you first. Migrations are painful and expensive. Often it is better to fix what you have than to start over. If we do move, I manage the data mapping so you do not lose history.

Do you do the technical setup yourself?

Yes. I roll up my sleeves. I build the workflows, map the API fields, and set up the dashboards. I do not just tell you what to do. I configure it.

Our automation emails go to spam. Can you fix that?

This is usually a technical DNS issue like DKIM or SPF. It could also be a domain reputation issue. I can diagnose this and work with your IT team to improve deliverability.

We are a small business. Is this relevant for us?

If you are manually copying and pasting data between emails and spreadsheets then yes. Automation is the only way small teams can compete with larger ones.

ResourceFind the software nobody uses. Get the stack audit worksheet.ResourceSPF, DKIM and DMARC in plain English. Check your own domain in ten minutes.

Ready to talk?

Whether the work has stalled or you are starting from scratch, the first conversation is always free and informal.

Response within 24 hours
Get in Touchinfo@paulparsons.com.au0403 127 478
Perth, Western Australia
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