Raise the Bar: How to Assess and Advance Your Marketing Operations Maturity Level
Agenda for Today
- Introduction to DESelect (for those who are new)
- Marketing Maturity Model: What it is, why we developed it, and how it helps marketing teams level up
- Key lessons from customers who have used the model
- How DESelect Customer Success supports this process
- Live assessment opportunity
Eduardo Ruiz de Pascual: For those of you who don’t know me, I’m the Head of Customer Success at DESelect. Before this, I worked as a consultant at Deloitte, and I’ve now been with DESelect for three years, leading the Customer Success team.
What is DESelect?
Eduardo Ruiz de Pascual: DESelect is a Marketing Optimization Platform designed to enhance Salesforce Marketing Cloud (SFMC). We help marketers streamline segmentation, automate tasks, and optimize engagement.
We offer three products:
1️⃣ DESelect Segment – A no-code segmentation tool that eliminates the need for SQL.
2️⃣ DESelect Engage – A saturation control & prioritization solution ensuring customers receive the right messages.
3️⃣ DESelect Search – A free tool that helps you quickly find data extensions inside SFMC without endless folder searches.
Founded in Belgium, we’ve expanded to Austin, Texas, and have a global team working remotely—including myself in Spain! We work with customers like Volvo, Morgan Stanley, and Cornell University.
Why We Created the Marketing Maturity Model
Eduardo Ruiz de Pascual: A couple of years ago, we noticed a common pattern among customers:
👉 Am I applying best practices?
👉 What am I missing?
👉 What are other companies doing?
Since DESelect’s success is tied to Salesforce Marketing Cloud’s success, we created this Marketing Maturity Model to help customers assess their automation and personalization capabilities.
We categorize efforts into two axes:
🔹 Automation → Internal efficiencies, removing repetitive tasks, optimizing workflows
🔹 Personalization → Customer-facing improvements, tailoring content, tracking behaviors
With this model, we can group customers into four maturity stages:
1️⃣ Salesforce Marketing Cloud Explorers – Just getting started, setting up foundational processes.
2️⃣ Marketing Factories – Strong automation but limited personalization.
3️⃣ Marketing Boutiques – Highly personalized experiences but manual processes.
4️⃣ SFMC & DESelect Experts – Advanced in both automation and personalization.
Live Poll: Where Do You Think You Are?
Eduardo Ruiz de Pascual: Based on what I’ve shared, take a moment to vote in the poll: Where does your company sit today?
💬 Also, feel free to share in the chat why you chose that quadrant!
Poll Results:
✅ 4 participants identify as Marketing Cloud Explorers
✅ 1 as a Marketing Boutique
✅ 2 as Marketing Cloud Experts
Great! If you’re new to SFMC, it means lots of exciting opportunities ahead. If you’re an expert, there are still ways to level up.
Industry Trends & Growth Paths
Eduardo Ruiz de Pascual: Let’s now look at aggregated data across industries.
📊 Key trends we’ve observed:
- Banking customers often struggle with automation due to complex data models.
- Retail companies tend to prioritize personalization first.
- Hospitality brands are often slower in both automation & personalization.
🚀 Typical growth paths:
1️⃣ Most customers improve automation first (moving upward)
2️⃣ Once automation is strong, they focus on personalization (moving right)
Where does your company want to grow? Automation? Personalization? Both?
What Happens After You Take the Assessment?
📌 Step 1: You receive a benchmark report comparing your company to:
- Your industry peers
- Companies with similar Salesforce seniority
- Others using the same DESelect edition
📌 Step 2: We discuss your growth opportunities
- Should you focus on automation or personalization first?
- What best practices have helped others in your quadrant?
📌 Step 3: We re-evaluate every 6-12 months to track progress.
- Some companies realize their perception of automation changes over time.
- We continuously adjust recommendations based on real data.
Case Study: A Real Customer’s Journey
One of our customers initially scored high in automation but low in personalization.
🎯 Their goal: Improve personalization without losing automation efficiency.
🛠 How? We introduced:
- Predefined relationships – connecting data extensions automatically
- Data sets – grouping related data for easier segmentation
- Templates – giving marketers ready-to-use starting points
🔄 One year later: Their personalization score improved significantly while maintaining automation strength!
Final Steps: Take the Free Assessment!
Eduardo Ruiz de Pascual: Ready to see where you stand?
📌 Scan the QR code or click the link in the chat to take the free assessment.
📌 You’ll receive your results within 7 business days.
📌 Even if you’re not a DESelect customer, you’ll get actionable insights!
Q&A & Closing Remarks
Eduardo Ruiz de Pascual: Thank you, everyone, for joining! If you have any final questions, feel free to drop them in the chat.
If anything comes up later, email us, and we’ll be happy to help.
We’ll follow up soon with your assessment results. Thanks again, and have a great day!
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