Choosing Wisely: Aligning Perspectives on Marketing Cloud Solutions

Mahogany Beckford
4 min readOct 31, 2023

Navigating a Collaborative Journey to Select the Right Platform

Photo by Alexander Schimmeck on Unsplash

I’m biased. Of course I feel that Marketing Cloud is a great solution for enterprises who are needing powerful marketing automation tools.

Despite that bias though, it’s possible to look at Salesforce Marketing Cloud’s value-add very objectively too.

I have been in conversations on the customer side as the team was seeking to take on a new platform. In cases like this, a number of different stakeholders across functions are in the room (i.e. — Procurement, Marketing, I.T. folks, et cetera).

Pulling from the experience of having been sensitive to the different needs of different roles, there is also a consideration of different thinking types as well. So I have crafted an illustrative scene to help others out who are leaning towards Marketing Cloud and are anticipating similar scenarios at their workplace. It will help you anticipate what the discussion may feel like while arming you with great perspectives to help everyone in the room see benefits broadly. Here it goes:

A group of colleagues gather in a cozy meeting room, all from different functions and with different ways of thinking. Having gone back and forth for a bit after attending pitches from different vendors, today they are meeting to finalize a decision on which marketing automation platform best suits the needs of their organization.

The warm ambiance of the room encourages a very open discussion, making it easy for everyone to speak up and share their ideas. So, with that vibe being there, each member brings their unique perspectives to the table.

Sarah, the super detail-oriented Linear Thinker, kicks things off. She dives deep into the organization’s current marketing setup and goals. Sarah really cares about making sure everything runs smoothly and aligns perfectly with what the company wants. As long as there is an alignment to the plans that are currently in place, Sarah’s happy. It would be a bonus if there are a few extra capabilities unlocked with whichever tool the team chooses. Primarily though, she likes the idea of not having a disruption to people’s ways-of-working.

Then Tanya, the Design Thinker, comes in. She’s all about putting customers first. Tanya tells stories from her chats with customers and folks on the sales team. She stresses how important it is to have an automation platform that personalizes marketing and creates meaningful interactions. She makes her view more customer-centric by sharing cool stories about successful customer journeys. She makes her points so well that, when she’s done, folks in the room have a good sense of tailored messages do make a big impact.

Photo by FORTYTWO on Unsplash

Mark, the Systems Thinker, then takes the floor. He zooms out to look at the big picture. Mark says the marketing automation platform should fit seamlessly into the organization’s broader tech setup. He sees it as more than just a tool, but as something that connects departments and makes communication smoother. Sarah nods a lot while Mark is sharing his perspective. As he continues, he compares marketing efforts to threads in a tapestry — with the platform as the loom weaving them together.

Marisol, the Critical Thinker, adds in a reality check. She points out potential problems and worries about data privacy, compliance, and detailed analytics. Marisol shares stories of marketing campaigns that went wrong due to mishandled data, highlighting the need to protect both the organization and the people who trust the company with their info. For her, she needs that their choice be from a vendor that takes trust seriously.

Finally, there’s Pat, the Creative Thinker. She brings in the excitement and new ideas. Pat pictures a marketing automation platform that empowers the team not only by automating tasks, but one that also supports them in wowing customers with imaginative campaigns. She shares examples of companies that are currently using marketing automation creatively to build customer loyalty and create awesome brand experiences. She challenges the team to think of the platform as a tool for crafting fun and emotionally-engaging customer journeys.

Together, these five thinkers make choosing a marketing automation platform more than just a tech decision. The conversation centers around both the people who will be using the tool to get their work done and also people who will be on the receiving end of the marketing efforts. And whether those recipients are customers or potential buyers, it is about aiming to forge emotional connections that will define relationships and businesses. Overall, the decision was all about empathy, innovation, feeling a strong sense of responsibility, and making processes better for awesome results.

In that room, the choice of a marketing automation platform wasn’t just about automating tasks; it was about people, connections, and the shared journey to make marketing efforts more effective and personal. That’s why, before they left the room, they decided to go ahead and sign up for a Salesforce Marketing Cloud license.



Mahogany Beckford

‘20-'23 Salesforce Marketing Champion. I like sharing marketing perspectives to help folks trying to get into the space and teams who are already using martech.