The core platform under everything else: Data 360, Agentforce, Flow, and the governance that keeps a marketing estate out of trouble.
Governance is what stops a marketing platform becoming a liability. Four areas — consent, access, environments and change — decide whether your team can move fast without an incident.
The gap between an agent demo and an agent in production is not model quality. It is grounding, topic boundaries, action permissions and an escalation path. Here is the checklist that gets one live.
Flow is now the automation engine under Marketing Cloud Next, which means marketing operations people need a working mental model of it. Not to build everything — to know what to ask for, and what to refuse.
“Sales does not follow up on our leads” is almost never a discipline problem. It is a design problem in the handoff — and it is fixable in Salesforce without buying anything.
Every personalisation project that disappoints has the same root cause, and it is never the email builder. It is the identity graph underneath. A marketer’s guide to unification, match rules and reconciliation in Data 360.