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.
Most marketing teams are not slow because they lack talent. They are slow because every email is a small bespoke project. Here is the content architecture, QA routine and approval model that turns production into a system.
Most nurture programs are a queue of emails with waits between them. The ones that convert are built around triggers, exits and a single decision. Five patterns that work, four that reliably do not.
“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.
There is no forced deadline and no automated content migration. That combination means the decision is yours to make well — or to postpone badly. A five-part inventory and a decision tree that survives a steering committee.
The default Account Engagement scoring model is a starting point that most orgs never leave. Here is how to rebuild it so the number means something — and so sales stops ignoring it.
The difference between a fast marketing team and a slow one is rarely talent — it is how much they rebuild from scratch every time. A practical look at reusable content, logic and audiences in MC Next.