Framework Partners — Your technology is embedded in your organization.

01 — Method

The Seam — what we find

observe → map

Before you disturb the system in any way, watch how it behaves. Donella Meadows · Thinking in Systems

01 the technical move

We map the stack, the data, and every integration.

Observe

the human move

And we watch how your team actually works the system, before we change anything.

02 the technical move

We locate where the system has come loose from the org.

Map

the human move

Where technology stopped fitting how people operate — the disembedded seams.

The Framework — what we build

re-embed → automate → optimize

A bad system will beat a good person every time. W. Edwards Deming

03 the technical move

We rebuild architecture, segmentation, and journeys.

Re-embed

the human move

To fit your organization from the inside out. Your framework, not a competitor's.

04 the technical move

We automate what needs no judgment, augment what does.

Automate

the human move

And retire what no longer serves the people doing the work.

05 the technical move

With proper attribution established, we accelerate A-to-Z testing via AI — optimizing timing, content, segmentation, and channel more than ever before.

Optimize

the human move

We draft runbooks that turn one person into a whole team, and orchestrate across departments for clean communication and optimal workflow.

02 — Work

Every result on the left began as a lesson on the right.

SFMC · preference-led segmentation · loyalty

34% churn reduction

01

International Footwear — US Launch

What churn really looks like in a market that has never met you.

Shopify + Klaviyo from scratch · 18 months

+17% repeat · $1.25M automated

02

Heritage Italian Eyewear — US DTC Entry

How you build retention from absolute zero, before there's anyone to retain.

Listrak → Klaviyo · 13 integrations rebuilt

Zero minutes of downtime

03

Performance Activewear — Multi-Million Migration

That migration risk is mostly a people problem wearing a technical costume.

4-brand portfolio · 3+ yrs · DEG / Dentsu Aegis

50% less production time

04

Fortune 500 Apparel — CRM Redesign

How operational change actually moves through four teams that each do it differently.

SFMC · data architecture · replenishment journeys

30% churn reduction — no discounts

05

Pet Nutrition — Subscription Architecture

That lifecycle, not promotion, is what keeps people coming back.

03 — Who

A researcher of social and technical systems.

Bryan Crawford, principal of Framework Partners, on a festive street in Dublin — **Bryan Crawford** · Principal

15 yrs · marketing ops
Dentsu Aegis
Fortune 500 portfolios
MSc · Trinity College Dublin

Bryan Crawford spent his graduate work studying how humans realize change across systems. A master's in Comparative Social Change is, underneath, a degree in exactly the thing most martech projects fail at: moving an organization from one way of working, to another.

Bryan has lived around the world and consulted for many of the top brands in the U.S. Deep technical and socio-cultural knowledge, and invaluable experience from dozens of organizations, is what powers Framework Partners.

04 — Services

Three ways we typically engage with partners.

ESP Migration Readiness Plan

commitment

$3,500 · 10 business days

entry

Before you migrate, understand what you're actually moving.

We audit your current ESP, map every integration, flag the top failure points, and hand you a go/no-go document with a phased roadmap. Most clients discover 3–5 things they didn't know about their own instance.

Lifecycle Program Audit

commitment

$5,000 · 15 business days

diagnostic

Before you optimize, know what's actually broken.

We diagnose through six lenses — performance, deliverability, lifecycle gaps, segmentation, attribution, and KPIs — plus the one most audits skip: where the program has drifted from how your team actually works. You get 12–15 ranked recommendations, and we'll either hand them to you or help you implement. Either way, you stop focusing on the wrong things.

Fractional Lifecycle Leadership

commitment

$5K–12K / mo · ongoing

ongoing

For when you need a senior operator, not another consultant.

Ongoing senior ownership of your email, SMS, and CRM programs. Strategy + engineering under one roof. We decide and execute, with a team that adapts as your programs evolve.

The Seam — what we find

The Framework — what we build

Every result on the left began as a lesson on the right.

A researcher of social and technical systems.

Three ways we typically engage with partners.

Let's nerd out on your organization.