The first question everyone asks about Marketing Cloud Next is some version of: when do we have to move?

Wrong question.

You don't have to move. Marketing Cloud Engagement and Marketing Cloud Next are not a before and an after. They can run alongside each other, they're designed to, and the interesting part is what happens when they do.

Your journeys keep running. Your data extensions stay where they are. Your AMPscript still works. Your domains, your consent records, your accumulated sending reputation, all of it stays. And on top of that you get Data 360 as a built-in fabric and Agentforce over the whole thing.

That's the session. Not a migration plan. A coexistence model.

We'll go through:

• The "Next" icon already sitting in your nav bar, and what's behind it

• How the two products stack, and what each one gives the other

• Two adoption paths, and why neither requires you to rebuild anything

• The decisions worth getting right on day one, business unit strategy first among them

• Journey Builder and Flow for Marketing as two tools, not a replacement

• What's on the roadmap that protects the work you've already done

Who this is for:

MCE admins, marketing ops leads and architects looking at Marketing Cloud Next and trying to work out what it means for a platform they already run in production. Anyone who has been asked "so, are we moving?" and wants a better answer than a shrug. No Data 360 experience needed.

"Do we migrate?" is the easy question, and the answer is no. "What do we stop doing in MCE because it's genuinely better done elsewhere?" is the hard one, and it has one answer per organisation.

Bring the awkward questions. Some of this is roadmap, and roadmap moves. I'd rather we argue about it in the session than find out separately six months from now.

Lukas Lunow. Salesforce MVP and Marketing Champion, Lead Consultant & Program Architect at NoA Ignite, and leader of the Salesforce Marketer Group Copenhagen.