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INTERNAL OPERATING NOTE

Everything required to run the agency.

This is the software and technology plan for Armstrong V Marketing Enterprise. It is the full list. The agency does not need dozens of subscriptions to start. Free tiers first. Paid plans only when a client or a real bottleneck pays for them.

The 15 categories

CRM and sales

HubSpot or HighLevel

Contacts, leads, pipelines, follow-ups

Business email

Google Workspace

Company email, files, calendars

Project management

ClickUp

Tasks, client projects, assignments

Automation

Make or n8n

Connect apps and run workflows

AI workforce

Grok

Research, drafts, analysis, coordination

Website building

WordPress, Webflow, or Framer

Build client websites

Website hosting

Cloudways, Webflow, or Vercel

Host sites and applications

Graphic design

Canva Pro, Adobe Creative Cloud

Logos, graphics, campaign assets

Social media

Buffer, Metricool, or Sprout Social

Schedule and analyze content

SEO

Search Console, Semrush, Ahrefs

Rankings, audits, competitors

Advertising

Google Ads, Meta Ads Manager

Manage paid campaigns

Analytics

GA4, Looker Studio, Tag Manager

Tracking, dashboards, reporting

Accounting

QuickBooks or Wave

Invoicing, books, expenses

Contracts and proposals

PandaDoc or DocuSign

Proposals, agreements, signatures

Passwords and security

1Password or Bitwarden

Secure access to business systems

What to turn on first

One CRM. HubSpot now. HighLevel only if it replaces HubSpot later.

HubSpot CRM

Start here

Free for up to two users. Pipeline, contacts, and deal tracking. Do not also pay for HighLevel yet.

Make

Start here

Free plan includes 1,000 credits a month. Core is $12/month for 10,000 credits.

Metricool

Start here

Free for one brand. Paid plans add brands and agency features. API access is Advanced or Custom.

HighLevel

Later

Starter is $97/month with three sub-accounts. Unlimited is $297/month. Extra usage may apply. Pick this or HubSpot, not both, at the start.

Google Workspace

Start here

Business Starter is $8.40/month per user on flexible billing, before tax.

Other tools, by job

These are choices inside a category. They are not a list to buy all at once.

  • ProspectingApollo, LinkedIn Sales Navigator, Google Maps
  • Email outreachInstantly, Smartlead, Mailchimp
  • Competitive intelligenceSimilarweb, Semrush, Google Trends
  • SEO researchAhrefs, Screaming Frog, Google Keyword Planner
  • Local SEOBrightLocal, Whitespark
  • Ad researchMeta Ad Library, Google Ads Transparency Center
  • Design and brandingCanva, Adobe Illustrator, Figma
  • VideoCapCut, Adobe Premiere Pro, Runway
  • Web developmentWordPress, Webflow, Shopify, GitHub
  • Hosting and domainsCloudflare, Vercel, Cloudways
  • ReportsLooker Studio, Google Analytics 4
  • Client communicationGoogle Meet, Slack, Zoom
  • DocumentationNotion, Google Drive
  • PaymentsStripe, Square
  • BooksWave, QuickBooks
  • SupportHelp Scout, Intercom, Zendesk
  • PRMuck Rack, Cision
  • ProposalsPandaDoc, DocuSign
  • DataAirtable, Supabase
  • SecurityBitwarden, 1Password, Cloudflare

How the Grok workforce connects

Grok handles research, drafts, analysis, intake, and internal coordination. It does not get open access to every outside account. Connections go through an approved API or an automation, and the founder approves anything a client would see or pay for.

  1. 01

    Grok workforce

    Research, planning, drafting, analysis.

  2. 02

    Make or n8n

    The connection layer. Workflow rules and approval gates.

  3. 03

    The systems

    CRM for leads. Sites for delivery. SEO and ads for campaign data. ClickUp and the books for operations.

  4. 04

    Founder approval

    Client messages, campaign launches, spending, contracts, and sensitive account changes.

A consultation request can create a CRM record, assign research, and prepare a brief. The proposal does not go out until it is approved. Bots do not spend ad budgets, send mass outreach, or change client accounts on their own.

LEAN START

$8.40

Illustrative monthly cost if the only paid seat is one Google Workspace Business Starter user. HubSpot, Make, and Metricool can start on free plans. Excludes tax, domains, Grok, hosting, usage fees, and client ad spend.

PLANNING RANGE

$50–$150

The monthly software budget to aim for once design and project tools are added. Optional allowances in the plan: about $15 for design and $10 for project management. Metricool Starter is about $25. This is a target, not a quote.

The rollout

  1. First 30 days

    Establish operations

    Google Workspace, CRM, ClickUp, Canva, Make, Stripe, and Google Analytics. Build the lead list and the client onboarding process.

  2. Days 31–60

    Deliver services

    Add the website builder, SEO tools, social scheduler, and client reporting. Connect only the Grok workflows that have been approved.

  3. Days 61–90

    Win clients

    Add prospecting, a repeatable outreach process, proposal templates, client approvals, and tighter automation.

  4. After recurring revenue

    Expand

    Consider HighLevel, a deeper SEO subscription, PR tools, premium creative software, and Armstrong Marketing OS connections.

The working decision

Armstrong Marketing OS stays the internal command center. It does not replace every platform. It connects the CRM, campaign results, client records, tasks, financial summaries, and approvals. The open choice is whether that OS later becomes the CRM itself, or remains the dashboard in front of HubSpot or HighLevel. Until that is decided, buy HubSpot, and build the command center around it.