Where to begin?
I specialized in technical, technological, and data marketing for over a decade. I have hands-on experience of over a hundred tools, and have been pitched a thousand. I have led DMP business cases, RFP, implementation, operationalization, et al. Salesforce DMP (previously known as Krux) is my 3rd hands-on DMP.
Salesforce has to be the worst bunch of clowns I have ever worked with.
From the get go, the signs were there:
- Legal seemed to have no understanding of a what a DMP was (Salesforce is mainly a CRM company after all), and seemed to have not been briefed by Sales team whatsoever. We lost months redlining.
- Kick-off with Project team was completely off. Clearly none of our conversation with Sales/Legal were transmitted to them.
- Project team was clearly coming from Salesforce CRM. 'We'll get back to you' was the answer to every single question. Most of the time, I'd either get no feedback, or wrong answers. We'd often have to redo parts of the implementation because of the wrong answers. We wasted a lot of time.
Then the real fun began. A few weeks after implementation:
- Serious security flaws were found.
- Brown-outs were found. They didn't notice, they never do.
- And then obviously you have to escalate everything to be taken seriously. They then try convincing you that the issues are very minor and "only on your account".
- I could go on an on. TL;DR: Wasted time, lost data.
And then when you think things are getting back in order, two wonderful things happen:
- GDPR and the need to adapt Salesforce architecture
- Let's also, around that time, migrate from the already clunky Krux technologies to the Salesforce stack.
What could possibly go wrong?
- WWWTL;DR: I spent about 1/3 of my work weeks trying to get bugs fixed, since the month of June 2018. And I'm not talking minor ones, I'm talking feature breaking ones.
I had written a better review before, a more nuanced one, but experience with Salesforce has taught me I was very, very wrong.
Now, Krux DMP is still very powerful and can prove to be very useful, but if you want anything more than a "set & forget" tool, be prepared to spend a LOT of time, energy and drinking on getting this technology to do what is it supposed to do.
I do not recommend Salesforce.
This applies to any DMP really.
Have a clear vision.
Make sure to validate all business requirements.
Have a clear go-to market plan
Meet suppliers, more than once, before the RFP; ask them questions you got from being exposed to other platforms.
Make sure your data-in is standardized
Make sure your stack is compatible
Make sure that the project is led by multiple tech-business-marketing savvy people
And test manual data management first. See what works, what doesn't, what the tech will do for you. Don't buy a DMP because of the Shiny Object Syndrome (SOS)