Leveraging a Sales Cloud and Marketing Cloud integration to maximize revenue impact

Posted on January 5, 2024January 24, 2024Categories Marketing Cloud, Sales Cloud

Leveraging a Sales Cloud and Marketing Cloud integration helps maximize revenue simply by keeping data relevant for the customer

Connecting Marketing Cloud to Sales Cloud helps build loyalty by personalizing content to your customers’ interests and by communicating with them at optimal times. It keeps communication relevant. Yet, the implementation can be complex due to differences in data structures, customization needs, and synchronization requirements. If you are just beginning an implementation or would like some guidance on an existing one, CMLS has helped over 180 companies significantly increase customer conversion and brand loyalty with the features of Marketing Cloud Studios and Marketing Cloud Account Engagement (formerly Pardot).

We will review more below our approach, but regarding the complexity, let us review some of the considerations that will be covered during Discovery:

1. Data Mapping Complexity: Aligning data structures, including Business Units, between Salesforce and Marketing Cloud requires careful mapping to maintain consistency and accuracy for the data flows. The data flows are key as they maintain company structure and drive company email and journey personalization. Through discovery, CMLS will help you identify what the data flows need to be and if separate business units will be required, for example, to keep brands separate.

2. Customization Hurdles: Custom fields, objects, or processes will likely be different between the two platforms, leading to intricate customization. A big part of the discovery will be Identifying fields, objects and flows that are most relevant to campaigns in Marketing Cloud for its data extensions (tables of contact data) and customer journeys. We will work with you to build up to three (3) journeys unique to your requirements. This screenshot is a simple example.

3. Synchronization Challenges: Real-time synchronization demands robust mechanisms (automations) to handle data updates, deletions, and additions between Salesforce and Marketing Cloud without compromising data integrity. Salesforce is typically primary in the sync of customer data but not always, as discovery will show. Delivering optimal filters and automations for the synchronization will significantly help governance, keeping data clean and secure.

4. Security and Access Control: Managing access permissions across both platforms while maintaining data security can be intricate, especially as there are typically different user roles and access requirements.

5. Workflow Alignment: Ensuring that workflows in Salesforce align seamlessly with Marketing Cloud processes can be challenging, particularly when dealing with automated actions and triggers. Salesforce workflows may or may not be required in the initial launch, but we will review to identify requirements and possible efficiencies.

6. Integration Testing: Rigorous testing is essential to identify and address any discrepancies or errors that may arise during the integration process, including scenarios involving large datasets. We will identify an internal team that will be a part of the testing and training process. All journeys, emails and other deliverables will be tested with this team to aid in sign-off.

7. User Adoption and Training: Introducing a unified system may require comprehensive user training to ensure that teams can effectively leverage the integrated features without disruptions. CMLS is proactive with training. In fact while we are configuring, we prefer to train so that team members begin building Marketing Cloud knowledge (capacity) while we work on deliverables. CMLS will provide a user guide of your completed solution with screenshots and directions as we enter UAT, so that exploring emails, automations, journeys in the system is simplified and aids in user adoption.

8. Scalability Concerns: As the business grows, ensuring that the integration solution can scale to accommodate increased data volumes and user activity is essential for long-term success. CMLS will aid the client through discovery to identify scalability requirements at launch and on the horizon. Note as a Salesforce/Marketing Cloud integration naturally scales, we do have that advantage at the start. Another advantage we leverage is the dynamic automation studio with its relevant and powerful queries and filters. As we close the project, scalability concerns such as big increases in contacts, are allayed.

Addressing these complexities methodically and having a well-defined integration strategy can contribute to a measurably successful and efficient integration between Sales Cloud and Marketing Cloud. The CMLS approach has been successful due to our clear communication, well-defined data mapping and automations, a well documented implementation plan, proactive training, and a custom User Guide.

Though projects can vary, our approximate timelines for our standard packages are 12 to 18 weeks and include 3 released journey templates. Reach out to learn more.