Installing Marketing Cloud Connect in Salesforce

November 17, 2017 Appirio

By Diane Enriquez

We’ve identified some important considerations to prepare for when installing Marketing Cloud Connect in Salesforce. In this blog, we dissect processes within Salesforce and Marketing Cloud that have boosted implementation methodology for real organizations.

Before we talk about what to prepare before installing the Marketing Cloud Connector, let’s review what features are available upon installing:

  • Feature 1: Having Salesforce objects and their respective records (also Salesforce reports) available in Marketing Cloud. These records may be used for creating targeted audiences and also used to personalize emails — data driven marketing.
  • Feature 2: The ability to send Marketing Cloud emails from Salesforce. This eliminates the need to log into Marketing Cloud, especially if pre-defined templates and/or emails are available for Salesforce end users. This is particularly beneficial for organizations who want to enable sales to utilize pre-defined assets, all the while, being able to track email activity (opens, clicks, unsubscribe, etc).

Now that we’ve reviewed features enabled, let’s go through key considerations to prepare for:

  • What objects and fields do I want available in Marketing Cloud?
    • While the easiest route is to select all objects and respective fields, it is important to align on which objects and fields will be used by Marketing Cloud.
    • Since the data model is typically configured by the IT Team, it is also important to understand what the objects and fields are, why they are used, and how they are populated. It is not unlikely that you run into instances where multiple fields exist for the same purpose, therefore understanding and aligning on what the data is will be imperative.
  • Which records should be available in Marketing Cloud?
    • If not all, then Salesforce Sharing Rules will need to be configured to Private for the desired objects. Salesforce Sharing Rules provide functionality to allow specific record access to the Profile used by the Marketing Cloud Integration User. To note, turning on Sharing Settings will impact all Salesforce CRM users and therefore must be thoroughly discussed.
    • Another security consideration is, should Marketing Cloud users be able to send to private Salesforce reports (stored in the ‘My Reports’ folder)?
  • Importance of data quality
    • Are there any duplicates? Will this be an issue for marketing?
    • Are there any integrations that marketing/sales are depending on?
  • License considerations
    • One Salesforce CRM User License, specifically used for the Salesforce CRM to Marketing Cloud Integration. Profile will be dependant on the Sharing Model — If Private, it will be a designated Profile, otherwise if all records are accessible, then use System Administrator.
    • One Marketing Cloud User License, specifically used for the Salesforce CRM to Marketing Cloud Integration. Administrator roles should be applied alongside API setting.
  • Other considerations
    • Which business units will Salesforce CRM have access to? Consider access to things like Marketing Cloud emails within Business Units.
  • Who will perform the install?
    • Since the application will need to be installed in Salesforce CRM Production Environment, it is not unlikely that someone from IT performs the install, or oversees install while you perform it.

On top of considerations prior to installing Marketing Cloud, here are some gotchas/potential hiccups during or after installing the Marketing Cloud Connector:

  • Installing can take from an hour to extended time depending on test results (it is essential to test the Connector). Since you will likely be installing with a Salesforce System Administrator, plan the installation process to take a couple hours. It never hurts to have that time blocked.
  • Possible hiccups along the way can range from:
    • Errors while applying the Salesforce Integration User (i.e., Unable to Connect).
    • Intended Recipient(s) do not receive email from Email Send via Salesforce CRM.
    • Tracking information (e.g., opens, clicks, unsubscribes) does not push back to Salesforce CRM.
    • Unable to access Salesforce Objects or Reports in Import Definitions.

Note: For any of the above possible hiccups, if you are not successful after three attempts, reach out to Marketing Cloud Support for assistance, as they will be able to review the error logs for/with you.
Best wishes on installing Marketing Cloud Connector! If you need more guidance, feel free to contact us.

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