Salesforce Marketing Cloud Transformation

Marketing communications had been spread across Mailchimp, Textlocal, Zapier and other processes. That made it harder to manage consistent customer journeys and connect messaging activity with Salesforce data.

The opportunity was to reduce fragmentation and create more reliable, stage-appropriate communications across different parts of the business.

Unlike the wider Salesforce CRM transformation, this was an area where I both led the work and personally completed the hands-on implementation. The core setup took approximately two to three months alongside the broader Salesforce project. I continue to manage regular weekly email activity myself.

The implementation created a more integrated approach to lifecycle communications, with journeys linked more closely to CRM records and business processes. It reduced complexity and supported a more consistent experience across multiple customer touchpoints. I would not publish unverified savings or private performance figures.

Marketing automation is most valuable when it reflects how the business actually works. Building journeys is only part of the challenge; reliable data, sensible segmentation, clear triggers and ongoing maintenance determine whether those journeys remain useful.