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The Marketing system flow describes how raw data from your marketing automation, advertising, analytics, and content tools becomes the unified context you see in SpineWorkspace. It runs continuously, but understanding the path helps you diagnose reporting gaps and trust the projections.
1

Intake

Spine polls or receives webhooks from HubSpot, Marketo, Salesforce, Google Analytics, LinkedIn Ads, Segment, and Notion.
2

Load

Raw records are ingested into Spine staging with source metadata and ingestion timestamp.
3

Normalize

Records are mapped to the Spine entity schema: Campaign, Audience, Content, Lead, Attribution, Channel, Program, and Event.
4

Schema Mapping

Cross-system matching links UTM parameters to campaigns, emails to leads, and page paths to content assets.
5

Context Assembly

Spine builds campaign graphs by joining performance metrics, lead flow, content assets, and revenue data.
6

Projection

The assembled graph is filtered and shaped into domain views: Campaign Performance, Attribution Funnel, Content Pipeline.
7

OODA

Twin observes projected state, orients to campaign health models, and decides whether to surface an alert.
8

Governance

Every projected view respects source-system permissions and domain guardrails before rendering.
9

Execution

When you invoke a capability, Spine routes the call to the correct connector with scoped authorization.
10

State Update

Writeback responses update the local projection, trigger events, and refresh dependent views.