How Does Marketing Cloud Next Enable Unified Customer Journeys?
Orchestrate real-time, personalized journeys across marketing, sales, and service with Data Cloud unification, Einstein AI decisioning, and channel orchestration—all governed by consent and measurable to revenue.
Marketing Cloud Next unifies people, data, and channels so you can design one journey that adapts in real time. Data Cloud builds a consented profile from web, CRM, and service signals; Einstein selects the next best message and time; and Journey orchestration activates email, mobile, ads, and onsite in sync with Sales Cloud and Service Cloud. The result is one coordinated experience from awareness to purchase to loyalty—measured to pipeline and revenue.
What Makes Unified Journeys Possible?
Unified Journey Playbook with Marketing Cloud Next
Move from channel campaigns to one adaptive, revenue-linked customer experience.
Connect → Unify → Segment → Orchestrate → Personalize → Measure → Govern
- Connect data: Ingest web/app, CRM, commerce, and service events into Data Cloud with governed identity.
- Unify profiles: Resolve IDs, enforce consent, and publish a golden profile for activation.
- Segment in real time: Build audiences on behaviors (viewed, abandoned, purchased) and lifecycle stages.
- Orchestrate journeys: Trigger step changes when sales stages, cases, or product usage updates.
- Personalize with Einstein: Select offers, content, and send times using eligibility + propensity.
- Measure outcomes: Tie journeys to pipeline/revenue, run holdouts, and optimize frequency.
- Govern & scale: Standardize taxonomy, SLA rules, and cross-cloud suppression policies.
Marketing Cloud Next Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Data Unification | Channel silos | Golden profile in Data Cloud with near real-time updates | RevOps/IT | Match Rate, Profile Freshness |
| Consent & Suppression | List-level opt-outs | Purpose-based consent, global frequency & case suppressions | Compliance/Marketing Ops | Send Compliance, Complaint Rate |
| Triggering | Calendar sends | Event-driven steps from product, sales stage, or service events | Lifecycle Marketing | Time-to-Message, Conversion Rate |
| Orchestration | Channel-level flows | Cross-channel journeys with step-level decisioning | Marketing Ops | Journey Completion, Multichannel Lift |
| Personalization | Static content | Einstein-ranked offers, send-time optimization | Growth/Content | CTR/CTO, AOV/ARPU |
| Measurement | Clicks & opens | Pipeline, revenue, churn/expansion with holdouts | Analytics | ROMI, Incremental Revenue |
Client Snapshot: One Journey Across Marketing, Sales, and Service
By unifying profiles in Data Cloud and triggering cross-cloud journeys, a B2B provider cut handoff delays, lifted demo-to-close, and reduced churn with service-aware suppressions. Explore results: Comcast Business · Broadridge
Map journeys to The Loop™ and govern the operating model with RM6™ to connect journeys to revenue outcomes.
Frequently Asked Questions about Marketing Cloud Next
Make Unified Journeys Real with Salesforce
We’ll connect Data Cloud, Einstein decisioning, and cross-cloud orchestration—governed by consent and tied to revenue.
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