A CRM audit for Salesforce Marketing Cloud

Where Marketing Cloud programmes drift

Common Marketing Cloud problems the audit finds

• Journeys in Journey Builder that nobody owns, still running for a launch that's long gone.
• Data extensions copied, renamed and copied again, until nobody's sure which one a send uses.
• Automation Studio jobs that run every night, feeding segments nobody sends to.
• Email, SMS and push planned by different teams, so customers hear the same thing from each.
• Engagement scored on opens, which haven't meant much since Apple's Mail Privacy Protection.
• Einstein recommendations and send-time optimisation available, and not changing who gets what.

What the audit looks at in Marketing Cloud

Journeys and automations

Every live journey in Journey Builder and every Automation Studio job behind it: what starts it, who enters, and what happens when people don't do the thing you wanted.

Data model

Data extensions, Contact Builder and how data arrives from Sales Cloud, Service Cloud, your shop or your warehouse. What you use, and what's missing that would change what you send.

Channels

Email, SMS and push through MobileConnect and MobilePush. Whether each one has a job, and how they work together.

Personalisation

AMPscript, dynamic content and default values. What a customer sees when the data is there, and when it isn't.

Deliverability

Sender authentication, your sending domains and IPs, and your spam complaint rate against Gmail and Yahoo's sender rules.

Measurement

Control groups, tracking and reporting. Whether you can tell what the programme adds, or only what was sent. The Holdout Calculator works out how big a fair holdout test needs to be.

How a Salesforce Marketing Cloud audit works

I've worked hands-on in Marketing Cloud, so the audit comes from someone who knows where things hide in an account. We usually work inside your account, with access agreed up front, or alongside your team if they'd rather make the changes. You get a plan in order of impact: what's going on, why it matters and what to do first.

A real creative thinker, Ash always had the time to help and consistently delivered work to a very high standard.

Andrew Marshall, Innovator, Gladstone Sports Software

Questions about a Marketing Cloud audit

Is this a Salesforce Marketing Cloud account audit?

Yes, and a bit more. It covers how your Marketing Cloud account is set up, and also what customers actually receive across every channel, because most problems sit between the settings and the inbox.

Do you need access to our account?

Usually, yes: a user with limited permissions is enough for the audit, agreed up front. If you'd rather not share access, we can work from exports and screen shares with your team.

Can you fix what you find, or only point at it?

Both. You can run with the plan yourselves, or have us build it with your team, agency or platform partner. If you need a Salesforce Marketing Cloud consultant for longer, see interim and fractional CRM leadership.

The full CRM audit: what you get, and how it works · The CRM audit checklist