The MarTech landscape is evolving rapidly, reshaped by changing customer behaviors and technological advancements. Swiss businesses face increasing pressure to deliver personalized, real-time engagement while navigating data-related challenges, particularly around data residency.
Marketing Cloud Next integrates marketing automation intelligence with Data Cloud, offering a breakthrough solution - one that is built on the Salesforce core platform.
It transforms marketing from manual, journey-driven operations into an AI-powered, insights-driven growth engine. In this article, you will learn more about strategic imperatives for this solution, what it enables, and how Deloitte’s Next Gen Marketing Value Pack can help drive your business transformation and scale your MarTech capabilities.
Marketing and AI Tools on Salesforce Core as the Game Changer: Unlocking New Levels of Efficiency and Growth
What makes Marketing Cloud Next truly transformative is its embedded AI capabilities - something Salesforce customers have been waiting for years and we will talk more about later. But more than that, this marks the long-anticipated integration of Marketing Cloud into Salesforce’s core platform. For years, Marketing Cloud has operated as a separate module, a “box” next to Sales and Service Cloud, requiring complex integrations to align marketing with the rest of the business. That era is over. With Data Cloud at its core and AI driving every interaction, Next Gen Marketing is now fully embedded into Salesforce’s ecosystem. This means that you will get:
01
A Unified Customer Engagement Platform
Sales, Service, and Marketing can now operate on the same foundation, powered by real-time customer data in Data Cloud. The premise is a common data model and automated flow orchestration for better cross-functional coordination in the customer journey. Unifying these capabilities for Sales and Marketing on one platform allows for closer collaboration in the MQL to SQL process and will allow Marketing impact to become visible across the organization. This integration offers speed and transparency in Marketing to Sales operations, driving measurable growth and efficiency.
01
A Unified Customer Engagement Platform
Sales, Service, and Marketing can now operate on the same foundation, powered by real-time customer data in Data Cloud. The premise is a common data model and automated flow orchestration for better cross-functional coordination in the customer journey. Unifying these capabilities for Sales and Marketing on one platform allows for closer collaboration in the MQL to SQL process and will allow Marketing impact to become visible across the organization. This integration offers speed and transparency in Marketing to Sales operations, driving measurable growth and efficiency.
02
AI at Every Touchpoint
Generative AI empowers marketing team members by automating content, campaigns, and customer journeys, while also providing translations of emails, forms, or landing page content in many languages. Predictive AI optimizes segmentation, personalization, and engagement strategies.
02
AI at Every Touchpoint
Generative AI empowers marketing team members by automating content, campaigns, and customer journeys, while also providing translations of emails, forms, or landing page content in many languages. Predictive AI optimizes segmentation, personalization, and engagement strategies.
03
Data-Driven Precision
With Data Cloud as the backbone, every interaction is fueled by real-time insights, enabling seamless, cross-cloud engagement that drives measurable growth. By integrating data from both Salesforce and external sources, Data Cloud allows for the creation of more personalized and dynamic customer segments and journeys, enhancing the precision and impact of marketing strategies.
03
Data-Driven Precision
With Data Cloud as the backbone, every interaction is fueled by real-time insights, enabling seamless, cross-cloud engagement that drives measurable growth. By integrating data from both Salesforce and external sources, Data Cloud allows for the creation of more personalized and dynamic customer segments and journeys, enhancing the precision and impact of marketing strategies.
This is the future Salesforce customers have been waiting for - a truly unified, AI-powered, and data-driven platform that makes marketing a core growth driver rather than a standalone function.
Two Key Imperatives: AI-Driven Personalization & Data Residency
Customers expect highly relevant experiences across all touchpoints. Traditional marketing, reliant on fragmented data and execution, is no longer enough. Winning organizations use AI and predictive insights to shift from reactive to proactive customer engagement.
1. AI-Powered Marketing Personalization with Salesforce
Marketing Cloud Next, built on Salesforce’s trusted ecosystem, enables businesses to:
- Unify customer data across marketing, sales, and service in real time.
- Optimize dynamic segmentation and targeting using data from different sources.
- Activate AI-driven insights for tailored experiences at scale.
- Leverage generative AI to create dynamic campaigns and content.
- Enhance cross-channel orchestration for efficiency and ROI.
2. Data Residency and Data Privacy Compliance: A Critical Priority
With evolving data privacy laws, such as Switzerland’s revised Federal Act on Data Protection (revFADP), businesses must prioritize compliance while maintaining personalization. With Marketing Cloud Next, you will not have to worry about data residency anymore, as your customer data will be safely stored in Switzerland.
Marketing Cloud Next, powered by Data Cloud, ensures responsible data management - enabling insight-driven decisions while meeting regulatory standards. Companies that get this right, gain a competitive edge in customer trust and compliance.
The Business Impact: Speed, Efficiency, and Measurable ROI
Beyond compliance, the real value of Marketing Cloud Next with Data Cloud lies in its ability to drive faster, more efficient, and cost-effective marketing operations:
- Accelerated Time-to-Value: AI-driven automation and real-time data ingestion reduce time-to-market for campaigns.
- Cost Optimization: AI-driven efficiency eliminates redundant processes and optimizes marketing spend.
- Revenue Growth: AI-powered personalization, cross-channel orchestration and dynamic segmentation help businesses drive higher customer lifetime value through precise, data-driven engagement.
Deloitte's Value Pack: A Lean, Rigorous, and Efficient Approach
At Deloitte, we don’t just implement technology - we drive business transformation. Our series of Value Packs are designed to help businesses accelerate their MarTech capabilities at every stage, from initial assessments to complex, multi-cloud implementations. Our latest Marketing Cloud Next Value Pack is built specifically for organizations navigating the transition to a future-ready MarTech ecosystem. We help businesses:
- Assess their current marketing technology stack, define clear requirements and a roadmap to implement Marketing Cloud Next further after the MVP.
- Enable AI-driven customer engagement with scalable, data-powered marketing strategies.
- Ensure seamless integration with existing Salesforce environments, minimizing disruption.
- Drive quick wins while setting the foundation for long-term success.
- Provide training sessions to empower marketing team members to maximize the usage of the solution. Ensure they are fully benefiting from new capabilities, such as the new Email and Form Builders.
Robert Santner
Robert started his career in Consulting about 30 years ago and spent the last 15 years helping customers to manage digital customer experience transformations powered by Salesforce. He has been leading the Digital Customer team in Switzerland since 2020.
Josselain Prost
Josselain has been working in digital customer transformation for more than 20 years. With a strong focus on Manufacturing and Generative AI, he helps his clients to define, deliver and sustain integrated, connected, and intelligent digital solutions, primary with Salesforce technology.
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