Designed Customer Marketing Data Architecture and Roadmap for a Salesforce Data 360 Evaluation

The Setup

A $55B healthcare brand needed a coherent customer marketing data foundation to support evaluation of Salesforce Data 360 versus alternatives within its existing MarTech stack. Requirements, source systems, and measurement needs were fragmented across teams, creating ambiguity about what data was needed, how it should flow, and what work had to happen before implementation.

Work Completed

Led the architecture design process by conducting 18 stakeholder discovery sessions and translating needs into user stories, use cases, and functional/tactical requirements. Used those requirements to evaluate options including investment in a customer data platform versus improved integrations with the current technology stack. Assessed costs, benefits, and change-management considerations, then produced a recommended two-year roadmap covering foundational people/process/data work and implementation-focused technology activities.

Results

Delivered a future-state architecture and implementation roadmap that clarified requirements, dependencies, and sequencing for the Salesforce Data 360 decision—accelerating cross-team alignment on the activities and investments needed, how data should flow, and what decisions had to be resolved prior to implementation.

Skills Exercised