Google Apps Script
Internal workflow automation inside Google Workspace - connecting Sheets, Docs, Gmail, and Calendar to the operational processes that run alongside your marketing stack.
Marketing operations runs on Google Workspace as much as it runs on any dedicated platform.
Spreadsheets that aggregate data from multiple sources. Docs that serve as the living record of campaign specifications. Gmail threads that should be triggering follow-up tasks in the CRM but aren't. Google Apps Script bridges those gaps - automating the manual steps that happen between systems without a native integration, and building the internal tools that make operations more consistent without requiring another platform license.
Our Approach
We build Apps Script automations around defined operational requirements: the data that needs to move, the trigger that should initiate it, and the error handling that catches failures before they create problems downstream.
All scripts are documented with inline comments, a functional specification, and deployment notes. We don't build automations that depend on undocumented logic or tribal knowledge - the goal is a script that a new team member can understand, maintain, and modify.
Discuss Google Apps Script
Connect with Phil to discuss your operational environment, what's not behaving correctly, and how Tactical Marketing approaches the repair and governance work.
Contact Us"I have had the pleasure of working with Phil for 3 years and found him to be a leading-edge thinker that challenges the status quo. He helps organizations think in new ways and assists in implementing those strategies. There is a saying we often used when he was at Act-On - 'In Phil We Trust.' His dedication and passion for client success are invaluable."
What We Do in Google Apps Script
Related deep dive
API Integration →Custom integration where Zapier and native connectors run out of room.
Or browse the full operations library.
Frequently Asked Questions
What kinds of tasks are actually worth automating with Apps Script?
The repetitive work happening between systems that don't have a native connection: pulling campaign data into a Sheet on a schedule, routing form submissions to the CRM with the right field values, generating reports that someone currently assembles by hand every Monday, turning Gmail threads into follow-up tasks. The economics are strongest when the task is frequent, rule-based, and error-prone when done manually. If the task is occasional or the logic requires judgment, we'll say automation isn't the right spend.
The person who wrote our current scripts left. Can you take them over?
Yes - inherited, undocumented Apps Script is one of the most common ways this work arrives. We review the existing scripts for what they actually do, which is frequently different from what the team believes, then document them, fix what's fragile, and move them off personal accounts so they don't silently die with the next departure. Every script we deliver or take over ships with a functional specification and inline documentation, precisely so this situation doesn't recur.
Can Apps Script handle our volume, or will we hit Google's limits?
That's a scoping question we answer before building, not after something breaks. Google enforces daily quotas on execution time, email sends, and API calls that vary by Workspace plan - most internal operational automations fit comfortably within them, but batch-heavy jobs need to be architected around the limits: chunked processing, scheduled triggers, and checkpointing so a run that hits a ceiling resumes instead of failing. When a requirement genuinely exceeds what Apps Script does well, we'll recommend the right alternative rather than forcing the tool.
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Start the conversation.
If something isn't behaving the way it should, that's where we start. Phil reads every inbound personally and responds within one business day.