The Marketing Automation Map Template
Plan your triggers, conditions, and actions before you build, so every automation connects instead of conflicts.
Most automation problems do not start in your software. They start when you build without a map. This template gives you a single place to plan every trigger, condition, and action across your tools before you write a single rule, so you can see conflicts, gaps, and overlaps before they become expensive messes. Fill it in once per automation flow, share it with your team or agency, and use it as your source of truth when something breaks.
Section 1: Flow Identity
Every automation needs a clear owner and a single stated purpose. Without this, nobody knows who is responsible when it breaks or whether it is doing its job.
Flow Identity Block
Flow name: [SHORT DESCRIPTIVE NAME, e.g. New Lead Nurture, Post-Purchase Follow-Up] Owner: [NAME OR ROLE, e.g. Lilach / VA / Marketing Manager] Date created: [DD/MM/YYYY] Last reviewed: [DD/MM/YYYY] Purpose (one sentence): [WHAT THIS AUTOMATION IS SUPPOSED TO DO AND FOR WHOM, e.g. Automatically follow up with every new lead who downloads the free guide, so no lead falls through the gap] Business goal this supports: [e.g. Lead conversion / Client onboarding / Re-engagement / Revenue retention] Success metric: [HOW YOU WILL KNOW IF THIS IS WORKING, e.g. 30% of leads in this flow book a call within 14 days] Status: [ ] Draft [ ] Live [ ] Paused [ ] Archived
Section 2: Trigger Map
The trigger is the single event that starts the automation. Defining it precisely stops your flows from firing at the wrong moment or firing twice for the same contact.
Trigger Definition Block
Primary trigger event: [WHAT HAPPENS TO START THIS FLOW, e.g. Contact submits form, Tag is applied, Purchase is completed, Link is clicked] Trigger source tool: [TOOL WHERE THIS EVENT HAPPENS, e.g. HubSpot / Kit / Shopify / Typeform / Calendly] Exact trigger location: [SPECIFIC FORM NAME, TAG NAME, PRODUCT NAME, OR URL, e.g. "Book a Call" form on /work-with-me page] Trigger filter (if any): [ANY CONDITION THAT MUST ALSO BE TRUE FOR THE TRIGGER TO FIRE, e.g. Contact is not already a client / Tag "existing-customer" is NOT present] Can this trigger fire more than once for the same contact? [ ] Yes [ ] No [ ] Only after [X DAYS/ACTIONS] What should happen if the same contact triggers this twice? [e.g. Restart flow / Skip / Send to different flow / Do nothing] Trigger test completed: [ ] Yes [ ] No [ ] Pending
Section 3: Condition and Branch Map
Conditions are the decision points inside your flow. Map each branch before you build so your contacts always end up in the right place, not the wrong sequence.
Condition Block (copy one block per decision point in your flow)
Decision point number: [1 / 2 / 3 / etc.] Condition being checked: [WHAT THE AUTOMATION IS EVALUATING AT THIS POINT, e.g. Has the contact opened the previous email? / Does the contact have the tag "SMB"? / Did the contact click the link in email 2?] Tool that evaluates this condition: [e.g. HubSpot / Kit / Zapier / Make] If YES: [WHAT HAPPENS NEXT, e.g. Send Email 3 / Apply tag "hot-lead" / Move to Sales sequence] If NO: [WHAT HAPPENS NEXT, e.g. Wait 2 days then send Email 3B / Remove from flow / Move to Re-engagement sequence] If UNKNOWN or data missing: [WHAT HAPPENS BY DEFAULT, e.g. Treat as NO / Pause for manual review / Send generic version] Does this branch create a new parallel flow? [ ] Yes [ ] No If yes, name that flow: [FLOW NAME]
Section 4: Action Map
Actions are what the automation does. Every action must have a named tool, a named output, and a timing rule. Vague actions are where automations break quietly.
Action Block (copy one block per action step in your flow)
Action step number: [1 / 2 / 3 / etc.] Action type: [ ] Send email [ ] Send SMS [ ] Apply tag [ ] Remove tag [ ] Update contact property [ ] Create task [ ] Notify team member [ ] Add to list [ ] Remove from list [ ] Trigger another flow [ ] Other: [SPECIFY] Tool that performs this action: [e.g. Kit / HubSpot / Slack / Asana / Twilio] Exact action detail: [WHAT SPECIFICALLY HAPPENS, e.g. Send email: "Your free guide is on the way" / Apply tag: "lead-magnet-downloaded" / Create task in HubSpot assigned to Lilach: "Follow up with [contact name]"] Delay before this action fires: [IMMEDIATELY / WAIT X HOURS / WAIT X DAYS / WAIT UNTIL [DAY AND TIME]] Does this action depend on any previous action completing? [ ] No [ ] Yes, depends on step [NUMBER] What tool receives or logs the result of this action? [e.g. HubSpot CRM / Kit subscriber data / Google Sheet / Slack #leads channel] Action tested: [ ] Yes [ ] No [ ] Pending
Section 5: Tool and Integration Map
Every automation that spans more than one tool has a connection point that can break. Map every tool and every hand-off in one place so you know exactly where to look when something stops working.
Tool Connection Register
List every tool involved in this flow: Tool 1: [TOOL NAME] Role in this flow: [e.g. Receives the trigger / Sends the email / Updates the CRM] Connected to: [NEXT TOOL IN THE CHAIN] Connection method: [e.g. Native integration / Zapier / Make / Webhook / API] Connection last verified: [DATE] Tool 2: [TOOL NAME] Role in this flow: [e.g. Receives the trigger / Sends the email / Updates the CRM] Connected to: [NEXT TOOL IN THE CHAIN] Connection method: [e.g. Native integration / Zapier / Make / Webhook / API] Connection last verified: [DATE] Tool 3: [TOOL NAME] Role in this flow: [e.g. Receives the trigger / Sends the email / Updates the CRM] Connected to: [NEXT TOOL IN THE CHAIN] Connection method: [e.g. Native integration / Zapier / Make / Webhook / API] Connection last verified: [DATE] [ADD MORE ROWS AS NEEDED] Single point of failure in this chain: [THE TOOL OR CONNECTION MOST LIKELY TO BREAK, e.g. Zapier step between Typeform and HubSpot] Backup plan if that connection breaks: [e.g. Manual CSV import weekly / Alert fires to Slack / VA checks daily]
Section 6: Conflict Check and Go-Live Approval
Before you activate any automation, check it against everything else that is already running. One contact landing in two conflicting sequences is one of the most common, and most damaging, automation mistakes.
Conflict Check and Approval Block
Other active flows that could touch the same contacts: [LIST FLOW NAMES, e.g. Monthly Newsletter / Client Onboarding Sequence / Re-engagement Campaign] Conflict risk per flow: [FLOW NAME]: [ ] No conflict [ ] Possible conflict [ ] Confirmed conflict Conflict detail if applicable: [WHAT OVERLAPS AND HOW YOU HAVE RESOLVED IT] [REPEAT FOR EACH FLOW LISTED ABOVE] Can a contact be in this flow AND another flow at the same time? [ ] Yes [ ] No [ ] Only if [CONDITION] Exclusion rule applied: [HOW YOU PREVENT CONTACTS FROM LANDING IN THE WRONG PLACE, e.g. Tag "in-active-sequence" applied on entry and removed on exit / Suppression list added to all other flows] Test contact used for QA: [EMAIL ADDRESS USED TO TEST] Test completed: [ ] Yes [ ] No Test results: [WHAT HAPPENED WHEN YOU TESTED] Final approval before go-live: Approved by: [NAME] Date: [DD/MM/YYYY] Notes: [ANY CONDITIONS OR CAVEATS ON THIS APPROVAL]
You do not have to do this yourself.
This resource hands you the volume. The strategy, the judgement, and the bit where it all connects is the work I do for clients: lead generation, ads, SEO, workflow automation, HubSpot, and the systems that make them compound. Done for you, consulting, coaching, or training.
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