GDPR Compliance

We use cookies to ensure you get the best experience on our website. By continuing to use our site, you accept our use of cookies, privacy policy and terms of service.

Salesforce Marketing Cloud Consulting

SFMC Consulting That
Unlocks the Platform You're Paying For.

Salesforce Marketing Cloud is one of the most powerful — and most underused — marketing platforms on the market. Most implementations use Email Studio and basic journeys, leaving Automation Studio, Einstein, CDP, and Intelligence Builder untouched. We change that, delivering the full SFMC capability your licence cost should be producing.

Book a Free SFMC Audit Chat on WhatsApp
Journey Builder AMPscript & SSJS Einstein AI Intelligence Builder
Salesforce Marketing Cloud Consulting — Rackwave Technologies
70+
SFMC Implementations
300+
Journeys Built
98.2%
Avg Deliverability Rate
41%
Avg Email Revenue Uplift
4.9★
Client Rating
Book Free SFMC Audit
Common SFMC Problems

What Most SFMC Implementations Fail to Use

SFMC licences are expensive. Most organisations use 30-40% of the platform they are paying for. These are the gaps we find most frequently — and the licence cost they represent.

Journey Builder

Journey Builder — The Gap

Journeys built as linear drip sequences with no decision splits, no re-entry logic, and no event-triggered branching. Every customer follows the same path regardless of what they do — making "personalised journeys" indistinguishable from scheduled broadcast campaigns.

Licence Waste Journey Builder licence fully paid. Capability used: less than 20% of what it can deliver when properly configured.
Automation Studio

Automation Studio — The Gap

Automation Studio used only for triggered sends. Data imports run manually. SQL queries not used to create derived data extensions. Scheduled automations absent for list hygiene, suppression refresh, and data sync from CRM.

Licence Waste Manual processes consuming 15-20 hours of marketing ops time per week that Automation Studio would eliminate.
AMPscript & SSJS

AMPscript & SSJS — The Gap

Personalisation limited to %%FirstName%% substitution. No AMPscript conditional logic, no dynamic content blocks, no SSJS functions for complex lookups. Content blocks static. No use of data extension lookups for personalised content.

Licence Waste Dynamic content capability paid for but unused. Every send identical regardless of recipient attributes.
Einstein AI

Einstein AI — The Gap

Einstein Send Time Optimisation not configured. Einstein Content Tagging not used for content management. Einstein Engagement Scoring not feeding suppression or frequency management logic. AI features paid for, disabled or misconfigured.

Licence Waste Einstein licence typically adds 20-30% to SFMC cost. When unused, every renewal is pure waste.
Intelligence Builder

Intelligence Builder — The Gap

Campaign performance measured in built-in SFMC reports that show send volume, open rate, and click rate — but no revenue attribution, no journey funnel analytics, no A/B test significance testing, and no cross-channel performance view.

Licence Waste Decision-making on incomplete data leading to budget allocation errors that persist year over year.
Data Architecture

Data Architecture — The Gap

Data extensions created ad hoc. No master subscriber data model. Contact builder relationships unmapped. CRM sync unreliable or partial. Suppression lists manually maintained. Data quality issues causing personalisation errors and compliance risks.

Licence Waste Compliance exposure from incorrect suppression, plus segmentation limited to what is visible in a single data extension.
Our SFMC Services

What We Deliver Across Salesforce Marketing Cloud

We work across every SFMC Studio and Builder — configuring, integrating, and optimising each one to produce measurable business outcomes rather than platform activity metrics.

Email Studio

Email Studio Optimisation & Deliverability

We audit, rebuild, and optimise Email Studio implementations — from template architecture and dynamic content configuration through sender authentication (SPF, DKIM, DMARC), dedicated IP setup, IP warming, and the deliverability programme that maintains inbox placement as you scale. We also implement AMPscript and SSJS to make every email genuinely personalised rather than name-substituted.

Responsive email template rebuildAMPscript dynamic content configurationDedicated IP setup and IP warmingSPF/DKIM/DMARC authenticationDeliverability monitoring and reporting
Journey Builder

Journey Builder Design & Implementation

We design and build customer journeys that actually branch on behaviour — welcome journeys with feature adoption gates, abandoned cart journeys with multi-step recovery, re-engagement journeys with diminishing frequency, post-purchase cross-sell journeys, and the loyalty tier journeys that reward your best customers. Every journey is built with proper decision splits, wait activities, and engagement evaluation.

Multi-step journey design and buildDecision split and branching configurationEvent-triggered journey entryJourney goal and exit criteria setupA/B test within Journey Builder
Automation Studio

Automation Studio & Data Operations

We build the Automation Studio programmes that run your marketing data operations — scheduled CRM syncs, data extension imports, SQL query activities that derive segments and attributes, list hygiene automations, suppression refresh, and the scheduled journey re-evaluation that keeps your audience data current without manual intervention.

SQL query activity design and schedulingCRM data sync automation (Salesforce CRM connector)List hygiene and suppression automationData import and transformation workflowsAutomated deliverability health monitoring
Einstein AI

Einstein AI Configuration & Engagement

We configure and activate SFMC's Einstein AI features — Send Time Optimisation (STO) to deliver each email at each recipient's peak engagement time, Einstein Engagement Scoring to suppress disengaged contacts before they hurt your deliverability, Einstein Content Selection to dynamically serve the most relevant content block, and Einstein Copy Insights for subject line optimisation.

Einstein Send Time Optimisation setupEinstein Engagement Scoring configurationEinstein Content Selection implementationEinstein Copy Insights for subject linesPredictive audience modelling integration
Data Architecture

SFMC Data Model & CRM Integration

We design and implement the data architecture that makes SFMC segmentation, personalisation, and automation possible at scale — master subscriber data model, data extension schema, Contact Builder relationship mapping, Salesforce CRM bidirectional integration, and the data quality controls that prevent the personalisation errors and compliance failures that follow from bad data.

Master data extension schema designContact Builder relationship configurationSalesforce CRM ↔ SFMC bidirectional syncData quality monitoring and alertingGDPR suppression and preference management
Intelligence

Intelligence Builder & Revenue Analytics

We configure SFMC Intelligence Builder (formerly Datorama) to produce revenue-attributed marketing reporting — connecting journey data, email engagement, web analytics, and transaction data into a unified dashboard that shows which programmes drive revenue rather than which programmes drive open rates. We also build the A/B test measurement framework that produces statistically valid results.

Intelligence Builder (Datorama) setupRevenue attribution data modelCross-channel performance dashboardsJourney funnel analytics configurationA/B test significance reporting
SFMC Product Expertise

The Four SFMC Products We Go Deepest On

Salesforce Marketing Cloud is a suite of products, not a single platform. Understanding which product delivers which capability — and how they integrate — determines whether your SFMC investment delivers ROI.

Salesforce
Marketing Cloud Engagement
Email, Mobile & Journey Orchestration

The core SFMC product — Email Studio, Journey Builder, Mobile Studio, Social Studio, and Advertising Studio. The engine of multi-channel customer lifecycle management. We implement, migrate, and optimise MC Engagement programmes, building the data model and journey architecture that makes every customer interaction contextually relevant.

Journey Builder multi-step design
Email Studio deliverability and templates
Mobile Studio (SMS and push notification)
AMPscript and SSJS personalisation
Cross-channel suppression and preference management
API-triggered journey entry from CRM events
Einstein STO and engagement scoring
Journey analytics and revenue attribution
Salesforce
Marketing Cloud Intelligence
Unified Marketing Analytics & Attribution

Marketing Cloud Intelligence (formerly Datorama) is SFMC's analytics layer — connecting marketing channel data into unified reporting with revenue attribution. We implement Intelligence to replace the fragmented reporting that makes SFMC performance invisible — building dashboards that show which programmes drive revenue, not just which ones drive clicks.

Cross-channel data connector configuration
Marketing data model and harmonisation
Revenue attribution and conversion reporting
Journey funnel and engagement dashboards
Media mix and spend optimisation views
Automated anomaly detection alerts
Executive and operational reporting layers
Self-service analytics for marketing team
Salesforce
Marketing Cloud CDP
Customer Data Platform & Profile Unification

Salesforce Data Cloud (formerly Marketing Cloud CDP) creates a unified customer profile from every data source — CRM, web, email engagement, transactional, and third-party — enabling the real-time segmentation and personalisation that Email Studio alone cannot achieve. We implement Data Cloud as the intelligence layer that makes SFMC personalisation genuinely individualised.

Data source connection and ingestion
Identity resolution and profile unification
Unified data model configuration
Real-time segment creation and sync to MC
Calculated insights and propensity scores
Activation to email, ads, and personalisation
Data Cloud to Salesforce CRM alignment
Consent and preference management
Salesforce
Marketing Cloud Account Engagement
B2B Marketing Automation (Pardot)

Marketing Cloud Account Engagement (Pardot) is SFMC's B2B marketing automation product — lead scoring, nurture programmes, landing pages, and the Salesforce CRM integration that connects marketing activity to sales pipeline. We implement and optimise Pardot for B2B marketing teams who need to demonstrate pipeline influence and closed revenue from their programmes.

Lead scoring model design and configuration
Nurture programme design and build
Landing page and form implementation
Salesforce CRM bidirectional sync
Engagement Studio programme design
B2B journey design (MQL to SQL)
Pardot reporting and pipeline influence
Account-based marketing configuration
Journey Builder Process

How We Design & Build SFMC Journeys

A properly designed SFMC journey starts with the business outcome, not the platform. Our four-step process ensures every Journey Builder programme we build delivers measurable results before it goes live.

1
Define Outcomes

We begin with the business outcome — not the platform. What behaviour change does this journey need to produce? What is the goal event? How will success be measured? This determines journey structure, entry criteria, and exit conditions before any build begins.

  • Goal event and revenue attribution setup
  • Conversion window configuration
  • Success metric definition
  • Holdout group design for lift measurement
2
Design the Data Model

We map the data extensions, relationship structures, and entry source queries that the journey needs to run on. Poor data design is the most common cause of Journey Builder failures — we fix it before build, not after go-live.

  • Entry audience data extension design
  • Decision split data source configuration
  • AMPscript lookup table structure
  • CRM sync timing and field mapping
3
Build & QA the Journey

We build the journey in a sandbox Business Unit, test every path with real subscriber profiles, validate every AMPscript block against missing-data scenarios, and run suppression lists against the entry population before any message goes live.

  • Multi-path journey build
  • AMPscript testing against edge cases
  • Suppression list validation
  • End-to-end journey QA with test profiles
4
Launch & Optimise

We launch with monitoring in place — deliverability alerts, engagement drop triggers, and weekly performance review. After each journey reaches statistical significance, we identify the highest-impact optimisation and implement it — treating every Journey Builder programme as a continuously improving asset.

  • Deliverability monitoring from send 1
  • Weekly engagement and conversion review
  • A/B test variant analysis and rollout
  • Quarterly journey architecture review
Why Rackwave

Why Choose Rackwave Over the Alternatives

You have three options for SFMC expertise: in-house, a generalist digital agency, or a specialist SFMC consultancy. Here is an honest comparison.

Capability
Rackwave
In-House Team
Generalist Agency
SFMC Certification
Multiple Salesforce MCs — Email, Marketing Cloud Developer, Admin
Varies — often 1 certified, others self-taught
May have 1 certified, often outsourced
Journey Builder Depth
Complex multi-path journeys with full AMPscript personalisation
Basic drip sequences, limited branching
Basic journeys — AMPscript not standard
Revenue Attribution
Intelligence Builder + custom attribution models
Rarely configured — open rate reporting only
Standard SFMC reports only
Speed to Value
Productive from week one — no onboarding ramp
3-6 month ramp before independent delivery
Platform familiarisation adds 4-8 weeks
Deliverability Expertise
IP warming, authentication, monitoring, inbox placement management
Often inherited deliverability problems
Email experience — not SFMC-specific deliverability
Data Architecture
Full data model design — CDPs, data extensions, Contact Builder
Often ad hoc — scaling becomes expensive
Front-end email focus — data rarely addressed
Compliance (GDPR/CAN-SPAM)
Built into data model and suppression design from day one
Depends on individual knowledge
Legal guidance separate — not integrated
Cost at Scale
Fixed project or retainer — no headcount overhead
Full salary + benefits + tools cost
Agency margin on every hour — costs compound
Knowledge Retention
Documented implementations — no single point of failure
Attrition risk — leaves take platform knowledge
Leaves take knowledge when contract ends
70+
SFMC Implementations
41%
Avg Email Revenue Uplift
98.2%
Avg Deliverability Rate
4.9★
Average Client Rating

Ready to Get Full Value from Salesforce Marketing Cloud?

Book a free SFMC audit. We will review your current Studio configuration, data architecture, journey design, and analytics setup — and give you a clear picture of what your licence cost should be producing and exactly what it would take to get there.

Book Free SFMC Audit WhatsApp Us
Client Testimonials

What SFMC Clients Say

Feedback from Marketing Directors, CRM Managers, and Digital VPs who trusted us to transform their Salesforce Marketing Cloud programmes.

Email Studio
Financial Services
★★★★★
“

Our SFMC deliverability was at 78% inbox placement — one in five emails never reached the inbox. Rackwave diagnosed the IP reputation issue, ran a 6-week re-warming programme, implemented DMARC, and rebuilt our suppression logic. Deliverability went to 97.3% in 3 months. The revenue impact of that improvement — from campaigns that were previously unseen — was immediate.

Nadia Osei
Nadia Osei
Head of Digital Marketing, UK Financial Institution
Einstein AI
Retail
★★★★★
“

We were paying for Einstein for 2 years without using it. Rackwave configured Einstein STO and Engagement Scoring in 3 weeks. Email clicks increased 28% purely from sending at the right time per recipient. Engagement scoring reduced our active file size by 22% — which also improved deliverability and reduced spam complaints.

Tom Eriksson
Tom Eriksson
CRM Manager, Nordic Retail Group
Journey Builder + Intelligence
Telecoms
★★★★★
“

We had invested £680,000 in SFMC over three years and had no clear picture of what it was generating in revenue. We had Email Studio configured and one journey that had been live since 2021 without modification. Rackwave ran a comprehensive audit, rebuilt our data architecture, redesigned our journey library with eight new lifecycle journeys, configured Intelligence Builder for revenue attribution, and implemented Einstein STO. In the first 12 months after the rebuild, SFMC-attributed revenue was £2.4 million — up from £380,000 in the previous year. The Intelligence Builder reporting finally let us show the board exactly what the platform was worth. We now think of SFMC as our highest-ROI marketing investment, not a sunk cost.

Rachael Hughes
Rachael Hughes
Marketing Director, Telecoms Group (1.8M subscribers)
star-1
star-2
Hero image

“Rackwave Technologies has significantly improved our marketing performance while providing reliable cloud services. We’ve been using their solutions for a while now, and the experience has been seamless, scalable, and results-driven.”

David Larry

Founder & CEO

Have a question or feedback? Fill out the form below, and we'll get back to you as soon as possible.

Sending your message…

Trusted for overall simplicity

Based on 400+ reviews with customer satisfaction on
Trustpilot Trustpilot Trustpilot Trustpilot Trustpilot Trustpilot Trustpilot Trustpilot Trustpilot Trustpilot Trustpilot Trustpilot
FAQ

Frequently Asked Questions

Common questions about Salesforce Marketing Cloud consulting with Rackwave Technologies.

  • What is the difference between Marketing Cloud Engagement and Marketing Cloud Account Engagement (Pardot)?

    Marketing Cloud Engagement (the core SFMC product, formerly known as ExactTarget) is designed for B2C marketing at volume — email, SMS, push, journey orchestration, and personalisation across millions of contacts. It excels at high-frequency, data-rich customer lifecycle marketing. Marketing Cloud Account Engagement (Pardot) is designed for B2B marketing — managing a smaller number of prospects through longer, more complex buying cycles with tighter Salesforce CRM integration for pipeline attribution. The two products have different pricing, different data models, and different use cases. We help organisations determine which is right for their specific marketing model, and we implement both.

  • What is AMPscript and do we need it?

    AMPscript is Salesforce Marketing Cloud's proprietary scripting language for dynamic content — it runs on the SFMC server when an email is rendered, allowing you to look up data from data extensions, apply conditional logic (show this block if the subscriber has X attribute), format variables, and produce truly individual content rather than bulk content with variable substitution. Most organisations need AMPscript to go beyond first-name personalisation. Without it, your emails cannot adapt their content structure based on subscriber data — every recipient sees the same email layout with different variable values. We write production-grade AMPscript that handles missing-data edge cases, making your personalisation reliable rather than a source of broken sends.

  • How long does an SFMC implementation take?

    A focused implementation — Email Studio setup with deliverability foundation, one or two Journey Builder programmes, and basic reporting — typically takes 8-12 weeks. A full SFMC programme covering Journey Builder, Automation Studio data operations, AMPscript personalisation, Einstein AI configuration, and Intelligence Builder analytics takes 4-6 months. Migrations from other platforms (Mailchimp, HubSpot, Eloqua) add complexity depending on campaign library size and data migration requirements. We scope the timeline against your specific deliverables rather than selling a template implementation package.

  • Can you audit our existing SFMC setup?

    Yes — an SFMC audit is often the fastest way to find revenue improvement opportunities. We audit six areas: Email Studio configuration (template quality, authentication, deliverability), Journey Builder (journey architecture, entry criteria, decision splits, goal events), Automation Studio (data operations, SQL queries, scheduling), data architecture (data extension schema, Contact Builder, CRM sync), personalisation (AMPscript usage, dynamic content blocks), and analytics (conversion tracking, Intelligence Builder, A/B test methodology). The audit produces a prioritised list of improvements with estimated impact and implementation cost. Most audit clients find 3-5 high-impact improvements that collectively pay for the audit in the first campaign after implementation.

  • Do you integrate SFMC with Salesforce CRM?

    Yes — Salesforce CRM to SFMC integration (via Marketing Cloud Connect) is standard in most of our SFMC implementations. MC Connect synchronises Lead, Contact, Campaign, and CampaignMember objects between Salesforce CRM and Marketing Cloud, enabling Salesforce journey entry from CRM record changes, campaign attribution back to Salesforce Campaigns, and suppression based on CRM field values. The integration requires careful configuration — particularly around the Contact Key and subscriber key alignment — to avoid the duplicate subscriber records and broken sync that are the most common MC Connect problems we are called in to fix.

  • What certifications do your SFMC consultants hold?

    Our SFMC team holds Salesforce Marketing Cloud Email Specialist, Marketing Cloud Consultant, Marketing Cloud Developer, and Marketing Cloud Administrator certifications. We maintain current certification status — not historical passes — because SFMC releases significant new features multiple times per year and certification requirements track those changes. We also hold Salesforce Marketing Cloud Intelligence (Datorama) accreditation for clients who need Intelligence Builder implementation.