Who should own and maintain our marketing automations?

One named person inside the company, even when an agency builds and runs them. Usually that is the office manager or service coordinator, because they see the messages customers actually reply to and they know when a job status is being used wrong in the field.

Give that person a monthly review: confirm every sequence still fires, read the last twenty replies, check that nobody is getting duplicate texts, and kill anything with a dead link or an outdated offer. Automations quietly break when you change phone numbers, form fields, or job statuses, and nobody notices for months unless someone owns the check.

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