Business Units mirror your organisational structure
Posted: Sun Dec 22, 2024 5:27 am
This is a fun but crucial exercise. You need to be crystal clear on how you will structure your Business Units because if you get this wrong it’s exceptionally fiddly to undo.
Some typical use cases include:
Work with your teams to define the most appropriate PBU structure and make sure you run through scenarios to test whether the approach actually works in practice.
At the end of this exercise, you should know how phone number cambodia many BU’s you’ll need and how many you might need in the future. This is key to know now because there’s a significant cost applied.
Getting this wrong won’t make you popular!
Exercise 2 - plan your users
Now you know how you want to structure your Business Units, you can start to think about who needs access to what.
Managing users in Salesforce is highly recommended to get the most out of this setup because you can choose exactly who you want to add into a PBU in the settings.
Do you use Custom User Roles and need to allocate custom permissions? PBU’s can accommodate this. The really cool thing is you can be a Marketing User in one PBU and an Administrator in another. This is because each Pardot Business Unit has its own configuration and the User Sync mapping will be different in each. For example, Salesforce Profile 123 links to Marketing in PBU1 but is mapped to Administrator in PBU2.
Graphic showing differences between Pardot only users and managing in Salesforce
Exercise 3 - audience segmentation: map your data
Mapping how your data will be stored in each Pardot Business Unit is awesome because you have full control over what goes where. Think about:
Fields
Custom objects
Campaigns (record types)
Leads/Contacts (via Marketing Data Sharing settings)
You need to think about how best to optimise your setup so users are empowered to do the best marketing possible!
Exercise 4 - Marketing Data Sharing (MDS) settings
In my opinion, this is the smartest part of the PBU architecture. It’s a really nice and easy way to manage exactly what prospect data needs to sync into a specific PBU. Previously, this was called Selective Sync but is now much more user-friendly and easy to manage.
If you’ve followed the tips above, this will be a much easier exercise. If you don’t plan, you can almost guarantee that this part will go wrong.
You need to be absolutely confident of the sync behaviour and understand why certain things are happening at any given time.
Think about how you’ve structured your PBU’s and you can align your Marketing Data Sharing settings to pull in the correct data.
For example, MarCloud offers Pardot and Marketing Cloud services. We might have a Product_Interest field and use Marketing Data Sharing settings to pull in the correct prospects. For example, if the field shows Pardot’ then pull into the Pardot Business Unit, and vice versa.
It’s a good idea to use a single field to manage this to keep things simple. The last thing you want is to overcomplicate a setup like this.
If a Lead/Contact value changes and it no longer meets the MDS settings, the prospect will be pushed into the recycle bin. The prospect will then appear in a different Business Unit if they meet new MDS criteria.
Some typical use cases include:
Work with your teams to define the most appropriate PBU structure and make sure you run through scenarios to test whether the approach actually works in practice.
At the end of this exercise, you should know how phone number cambodia many BU’s you’ll need and how many you might need in the future. This is key to know now because there’s a significant cost applied.
Getting this wrong won’t make you popular!
Exercise 2 - plan your users
Now you know how you want to structure your Business Units, you can start to think about who needs access to what.
Managing users in Salesforce is highly recommended to get the most out of this setup because you can choose exactly who you want to add into a PBU in the settings.
Do you use Custom User Roles and need to allocate custom permissions? PBU’s can accommodate this. The really cool thing is you can be a Marketing User in one PBU and an Administrator in another. This is because each Pardot Business Unit has its own configuration and the User Sync mapping will be different in each. For example, Salesforce Profile 123 links to Marketing in PBU1 but is mapped to Administrator in PBU2.
Graphic showing differences between Pardot only users and managing in Salesforce
Exercise 3 - audience segmentation: map your data
Mapping how your data will be stored in each Pardot Business Unit is awesome because you have full control over what goes where. Think about:
Fields
Custom objects
Campaigns (record types)
Leads/Contacts (via Marketing Data Sharing settings)
You need to think about how best to optimise your setup so users are empowered to do the best marketing possible!
Exercise 4 - Marketing Data Sharing (MDS) settings
In my opinion, this is the smartest part of the PBU architecture. It’s a really nice and easy way to manage exactly what prospect data needs to sync into a specific PBU. Previously, this was called Selective Sync but is now much more user-friendly and easy to manage.
If you’ve followed the tips above, this will be a much easier exercise. If you don’t plan, you can almost guarantee that this part will go wrong.
You need to be absolutely confident of the sync behaviour and understand why certain things are happening at any given time.
Think about how you’ve structured your PBU’s and you can align your Marketing Data Sharing settings to pull in the correct data.
For example, MarCloud offers Pardot and Marketing Cloud services. We might have a Product_Interest field and use Marketing Data Sharing settings to pull in the correct prospects. For example, if the field shows Pardot’ then pull into the Pardot Business Unit, and vice versa.
It’s a good idea to use a single field to manage this to keep things simple. The last thing you want is to overcomplicate a setup like this.
If a Lead/Contact value changes and it no longer meets the MDS settings, the prospect will be pushed into the recycle bin. The prospect will then appear in a different Business Unit if they meet new MDS criteria.