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7 Deadly Sins of Salesforce Marketing Cloud Implementations

Jan 18 · 6 min read

Salesforce is the #1 CRM platform in the world. Organizations use it to manage relationships with customers, prospects, partners, and employees. It is relatively easy to use, but just because it is easy to use doesn’t necessarily mean that it is easy to implement. Salesforce Marketing Cloud is no exception.

Many of the critical features in Salesforce Marketing Cloud can add value to your martech stack. Still, if they are not implemented according to your business needs, you may see low adoption and usage. If not executed with a specific purpose, your project could be exposed to various risks that can cause delays and not get you the ROI you need from Marketing Cloud. Ensuring users have adequate Salesforce Marketing Cloud training can help adoption, but some of the most significant issues arise before implementing the product. You may need a systems implementation partner with experience with email marketing, demand generation, digital marketing, digital advertising, and marketing analytics. Planning and strategy upfront is critical for a successful implementation.

So what are some of the risks in implementing Salesforce Marketing Cloud? These are the ones we typically see for Salesforce Marketing Cloud, and they are more common than you may realize.

Here are the top 7 risks in implementing Salesforce Marketing Cloud & what to do about those risks

  1. Lack of change management and planning: Change is hard in any organization. Introducing new tooling that is unfamiliar can be daunting for users. Internal politics can also add significant challenges to the rollout of new tools. Some of our clients have learned the hard way that just implementing the tool is not enough. There needs to be a process for dealing with the humans involved in the tool’s implementation and ongoing usage.

  2. Not having enough process automation to help marketing ops: Manual processes or triggers slow down the function of marketing operations. Adequately designed and configured process automation can streamline tasks and workflows so marketing operations can track the data better and help marketers focus on performance rather than process.

  3. Inefficient prospecting setup: You have to ensure you reach out to the right prospects at the right time, with the right message. Prospecting workflows should be aligned to the buyer’s journey. We often see companies sending early-stage prospects late-stage content. Knowing where prospects are in the buyer’s journey is essential, and with Salesforce Marketing Cloud, you can see where they are and help them flow down the sales funnel.

  4. Poor handoff process from marketing to sales: Marketing as a function, and marketing automation as a tool, should assist your organization in advancing deals through the sales funnel. But we frequently see a terrible handoff process between marketing and sales result in hard-won leads just sitting in the system, untouched. The proper handoff can ensure leads get followed up and act as a feedback loop to marketing on the quality of the leads.

  5. Lack of insight into the sales funnel and close rate: Some of our clients are challenged with alignment between sales and marketing. Marketing metrics are all looking good, but sales numbers look bad. Marketing needs insight into sales velocity, the close rate, and other sales data. Marketing should be partnering with sales to determine where leads get stuck or abandoned. They need to see data on how many marketing leads are closing. With good insight into sales data, sales and marketing alignment can improve your lead-to-close rate.

  6. Poor data quality: Salesforce Marketing Cloud can be a game-changing tool for an organization, but its success is heavily dependent on data quality. Poor data quality won’t do you a lot of good. If bad data is migrated or uploaded into the system, the tool itself can be rendered useless. The information must be in the correct format for the system to read, such as validation rules and record types. You must understand the Salesforce architecture and audit your data at the beginning of the project, then apply data cleansing, if needed, before the data is imported.

  7. Not tracking marketing objectives and ROI: How can you determine that your marketing spend is effective and that you are getting the most out of Salesforce Marketing Cloud if it is not aligned to your metrics? Salesforce Marketing Cloud can do all of this for you, but you must set up the dashboards and reporting correctly to get the insights you need to run your business. It is not just about implementing the tool but also using the reporting capabilities to gain insights into what you can change to better drive results.

With Salesforce Marketing Cloud, you can enable personalized experiences and drive more engagement with prospects. To optimize your success with Marketing Cloud, you should consider bringing in a partner that has delivered dozens of successful Salesforce Marketing Cloud implementations and knows marketing best practices.

TheCodery can help you get the most out of Salesforce Marketing Cloud:   

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

  • Improve Efficiency of Your Marketing Automation: Marketing Cloud can make your limited marketing resources scale and automate functions to drive efficiency.

  • Optimized Segmentation of Your Target Audience: Sophisticated prospect and customer segmentation to share the right message with the right person at the right time.

  • Driving Marketing ROI: Set up analytics to measure marketing metrics and make data-driven decisions to improve your ROI.

  • Increase Engagement Across Marketing Channels: Drive interaction with your prospects and customers across multiple channels- web, email, SMS, or social media.

That is where theCodery can help you. We have decades of experience with Marketing Cloud, and we have implemented Salesforce Marketing Cloud at dozens of companies. We help our clients define the objectives they want to meet with the implementation and then help them achieve those objectives after launch. We help organizations get faster time-to-value and avoid mistakes. We help scope out the use cases and develop the cleanest way to address those use cases.

If you have any questions for theCodery about our team, our process for Salesforce Marketing Cloud, please get in touch with us at https://success.thecodery.io/learn-more/

theCodery: Accelerate your time-to-value on Salesforce Marketing Cloud with a trusted partner that delivers scalable architectures that are tailored to delight your customers.

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