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10 Key Questions to Ask When Selecting a Systems Integrator for Salesforce Marketing Cloud

Dec 28 · 6 min read

Salesforce Marketing Cloud is a Marketing Automation tool. Marketing automation has been around for decades, but over that time period, it has evolved into something that doesn’t just serve marketing; it serves the entire business. Marketing automation is critical to understanding the initial touchpoints and customer experience. It tracks campaign spending against ROI. It helps ensure a smooth handoff to sales. Marketing Automation is the engine that keeps your marketing running, and marketing analytics is the dashboard that informs you about issues and tells you where to go. The most significant benefit of Salesforce Marketing Cloud as a marketing automation tool is that it integrates into all of your other Salesforce tools, so the handoff between marketing, sales, and customer service is seamless.


According to Salesforce, Marketing Cloud enables organizations to:

  1. Know your customers

  2. Personalize their experience

  3. Engage across the entire journey

  4. Analyze your impact


Salesforce Marketing Cloud enables organizations to build long-term customer relationships with data-driven digital marketing. When you use Salesforce Marketing Cloud, you have the insights you need to adapt quickly. You have deep insights to know your customer and optimize your impact from anywhere. With Salesforce Marketing Cloud’s advanced personalization and segmentation, you can also humanize every interaction.


Key Features of Salesforce Marketing Cloud

  • Email Marketing

  • Demand Generation

  • Digital Marketing

  • Digital Advertising

  • Marketing Analytics


To get the most out of Salesforce Marketing Cloud, your implementation needs to be configured correctly for your business needs, needs to be optimized for your industry best practices, and needs to be set up correctly to meet your objectives. With this in mind, what do you need to consider when selecting a systems integrator for Salesforce Marketing Cloud?


We have managed dozens of successful Salesforce Marketing Cloud implementations and integrations. Here are our top considerations for selecting a systems integrator for Salesforce Marketing Cloud.


10 Key Questions to Ask When Selecting a Systems Integrator for Salesforce Marketing Cloud:

  1. Marketing and marketing automation knowledge. Will they understand what you are talking about when you discuss leads, engagement, and conversion metrics?

  2. Salesforce ecosystem expertise. Do they know enough about the Salesforce ecosystem and process to anticipate challenges and minimize risks?

  3. Experience with Salesforce Marketing Cloud. Will they understand workflows, streamlining click-throughs, and needs specific to Salesforce Marketing Cloud?

  4. Partner vs. Job Shop. Are they just a job shop where you have to do all the work upfront, and they just implement it? Or do you need more involvement and expertise from a boutique firm?

  5. 360 Degree View of the Customer. Do they prioritize customer experience? Do they understand why every interaction with the customer is essential and needs to be tracked accordingly?

  6. Personalization expertise.  Do they have marketing personalization expertise? Personalization makes marketing so much more effective, but it needs to be appropriately implemented.

  7. Engagement across channels and throughout the buyer’s journey. Can they give you examples of how they have implemented and optimized Salesforce Marketing Cloud across channels? Do they understand the buyer’s journey?

  8. Email marketing. Does the implementer of the system understand CAN-SPAM and email best practices? Can they help you navigate email and privacy laws?

  9. Analytics and insights. Do they understand your marketing metrics well enough to help set up your dashboards and reporting? Do they have experience in building analytics for your industry?

  10. Digital marketing & demand gen.  Do they understand digital marketing and demand gen- ads, email, social, mobile, etc. Do they have digital marketing best practice expertise by industry?


How theCodery can help you with Salesforce Marketing Cloud: 

  • Improve Engagement with Personalized Marketing: Create meaningful and personalized engagement with deep customer insights and targeted segmentation.

  • Increase Efficiency through Marketing Automation: Pardot and Marketing Cloud tooling can make your marketing scale.

  • Enhance Target Audience Segmentation: Data-driven prospect and customer segmentation to send the right message to the right person at the right time.

  • Optimize Marketing ROI: Leverage analytics to accurately measure marketing results and quickly make data-driven decisions to optimize your return on investment.

  • Drive Engagement through Cross-Channel Marketing: Interact with prospects and customers across channels- email, SMS, social, or web.


You can build highly-personalized customer experiences and increase engagement with Salesforce Marketing Cloud. But you need a partner that can help you get the complete value out of Marketing Cloud. theCodery is a Salesforce partner that has delivered hundreds of successful implementations and has 5-star reviews across the board. If you have any questions for theCodery about our team, our process, or our happy Salesforce Marketing Cloud clients, please get in touch with us at



theCodery understands the challenges in modern tech stacks and takes a personalized approach for each implementation while leveraging our deep been-there-done-that and best-practice expertise to ensure you get the most value out of your Salesforce deployment. We take an agile approach with all development, optimization, and integration projects. If you need help, we are here. Whether you are trying to broaden your engineering and development capabilities, reduce technical debt, integrate tools you are unfamiliar with, or create new applications, theCodery has a proven track record of solving problems and streamlining complexity.

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