Is your marketing data helping or hurting your customer experience?
In this session, we’ll explore the essentials of data quality and hygiene in Salesforce from a marketing architecture perspective. You’ll learn how to design cleaner data models, prevent downstream issues in Marketing Cloud and Account Engagement, and put scalable governance practices in place that keep your org healthy as it grows.

What you’ll learn:

• Why data quality is critical for segmentation, personalization, and marketing automation success

• Common data hygiene challenges in marketing-driven Salesforce orgs, and how to fix them

• Practical frameworks for standardization, deduplication, and ongoing data governance

• How to future‑proof your architecture to support growth and cross‑cloud integrations

• Tools, features, and processes that help maintain reliable, high‑trust data

Who should attend:
Marketing architects, admins, consultants, and anyone responsible for designing or maintaining Salesforce data foundations for marketing teams.

Key takeaways:

• Understand the core principles of clean, trustworthy Salesforce marketing data

• Learn actionable ways to diagnose and improve data quality

• Gain confidence in building sustainable data hygiene processes that scale with your org