How to Set up a Scratch Marketing Cloud Org – A Check List

​​​​​​Salesforce Marketing Cloud is one of the most used CRMs when it comes to marketing. That’s because Marketing Cloud not only provides a one-stop shop for all marketing needs, but also easy-to-use and customizable single-click functions. 

SFMC has the capability to support and enable multifaceted and cross-channel campaigns which may include the configuration of dynamic multi-step journeys, segmentation of audiences, engagement through different social media platforms, pushing advertisements, and subsequent post-campaign analysis. 

In this blog, we’ll take a look at the basic configuration steps that an SFMC admin should undertake when setting up a scratch org. 

1. Set-up Users

Each marketing cloud org needs to be set up with users that have been granted different sets of roles and permissions. These permission sets and roles are defined out of the box and can be assigned to the team members depending on their responsibilities in the team and the extent to which they will be using the SFMC org. 

Some examples of roles and permissions that we at Genetrix Technology advise being configured in our client’s orgs include:

Engineering/ Technical Team 
Marketing Cloud Channel Manager: This role can Create/Edit/Public/Delete content from the major section and channels
Analyst: Can access report sections

Senior leadership
Marketing Cloud Viewer: Have read-only access. It’s low risk and provides visibility into all key areas of Marketing Cloud.
Analyst: Can access report sections

Marketing team 
Marketing Cloud Administrator: Widely granted or combined with many other roles.
Administrator: Can create new users and manage company account settings.
Content Creator: Edit, view or create content in Content Builder

2. Create Business Units (BUs)

Since marketers work as teams, it's beneficial to keep these teams segregated for efficiency. A company may have teams divided on the basis of region, function, product, etc. This categorization can be achieved by creating different business units to manage information better and make the organization efficient. Currently, all SFMC orgs have the ability to have multiple BUs. Each BU has an Account name and a MID number that is used to identify it. 

A company may choose to opt for multiple child BUs which define the hierarchy of the company within the Marketing Cloud. It is also advised to create a Sandbox BU where all the journeys, automations, and emails can be tested before being deployed through the production BUs.

3. Create Audiences

Audience segments are created on the basis of the customer base of the company. In Marketing Cloud these audiences are created with the goal of better targeting customers through emails, SMS, and social media engagement. A data model is designed keeping in mind the relationship of subscribers with different data objects which can then be used consequently to create data segments for sending emails and mobile communications. 

Audiences are created generally on the basis of attributes of the subscribers like demographics, interests, etc. Data filters and SQL queries are used to create these data extensions which are used as audiences and specialized segments.

4. Upload and/or Create Content for Emails

Each email sent to subscribers through Marketing Cloud requires a team of content creators and marketers to collaborate. Images, text blocks, HTML code snippets, and more required for creating email templates are uploaded and curated in the content builder to be used cross-channel. 

5. Create Email Templates

Email templates are created so that specialized and personalized emails can be sent to subscribers through the campaigns that are run in Marketing Cloud. Templates also lead to an increase in productivity and ensure the messages are sent to the subscribers are uniform and representative of the brand. Email templates are built-in content builder using the existing templates or can be created from scratch. 

Once email templates are ready, they can be previewed and test sent to ensure the deliverability and quality of the emails. 

6. Create Automations and Journeys

In a scratch org, two basic automations are required to be set up. The first automation ensures the audience we have created is refreshed on an hourly basis. The other automation is to automate the reports a marketing team may require to analyze the emails sent through the campaigns. 

7. Create Reports

Tracking reports are defined and automated for the email sends carried out by the marketing team. These reports can be automated to be delivered to the external FTP configured with the org or to the emails of concerned team members. 

Here’s a checklist to follow while setting up an SFMC account.

Admin:
- Configuration of account with BU structure (if Enterprise Account)
- Check Users in MC BUs
- Check Access of Users
- Check Roles of Users
- Check the number and type of sender profiles created in the account 
- Send Classification Set Up
- RMM Configuration 
- SAP Configuration (if purchased)

Email Studio: 
- Determine a folder structure for Data 
- Determine whether Lists or Data Extensions will be used 
- Determine a naming convention for the data
- Determine the attributes (for lists) and fields (for data extensions)
- Create test lists and data extensions
- Import records to the test lists and Data Extensions
- Import records to the live lists and Data Extensions
- Decide the data retention policy for Data Extensions
- Create a Primary Key for Data Extensions that need to be updated
- Create and Profile and Preference center for subscribers 

Content Builder:
- Determine a folder structure
- Upload sample data 
- Create test content blocks and email templates
- Test Emails
- Test email personalization 

Ready to get started? Check out apps on AppExchange today! 

About the author: Kriti is a 3X certified Salesforce Marketing Cloud Consultant working as the Functional Lead at Genetrix Technolgy. When not working on Marketing Cloud solutions, she writes blogs on interesting experiences in the industry.