Salesforce Marketing Cloud March 2022 User Group: Documentation Best Practices

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If you won the lottery tonight, could a coworker step into your shoes and carry on business as usual? Documenting your processes and saving them in a place your team members can easily access allows teammates to cover for one another (and you!) and expand your team without losing a beat. Come for insights on what to document, how to upkeep your files, and real-life examples.

Software

Joint B2B / B2C User Group:
Documentation Best
Practices
Marah Studniski
@MarahStudniski
1

Marah Studniski
Salesforce Marketing Consultant
at Invado Solutions
2

3
About Invado Solutions
● We support Marketers on their journey with Salesforce
● Demand Generation strategy development:
○ Account Based Marketing (ABM)
○ Buyer’s journey
○ Persona development
○ Content Strategy
○ Customer acquisition
● Core technology focus:
○ Pardot
○ Sales Cloud
○ Complimentary MarTech
invadosolutions.com

4
Documentation Best Practices
1. Why is documentation important?
2. What is documentation?
3. Examples
4. Tips for getting started

Why is Documentation Important?
Beneﬁts
● Consistency & quality control
● Eﬃciency
● Risk mitigation
Risks
● Loss of time and money
● Appear uninformed
● Incomplete processes
6

Who Needs It?
Everyone.
● End-users (Admins / Teammates)
● Consultants / Agencies
● Management / Leadership
7

9
Types of Documentation
● Executive Summary
● Strategic Brief
● Solution Design
● System Conﬁguration
● Job Aid
● Regulations

Components of Documentation
● Business Objectives
● Solution Design Plan
● High level ﬂows / relationships
● Dependencies
● Impact
● Conﬁguration basics:
what / how / when
10

What Should I Document?
11
Examples
Leadership: executive summary that includes risk assessment, strategic brief
with objectives, product road map, document decisions/approvals
Consultants/Agencies: new Marketing Cloud platform implementation plan,
meeting notes, software architecture diagram
End User: job aid for how to add users to a system, a process for adding new
campaigns to Salesforce, or data ﬂow from LinkedIn to Zapier to Pardot

12
Version Control
Consider document format
● May be built in
Include high-level revision history
● Add at beginning

13
Naming Conventions
● Be consistent
● Short but descriptive
● Avoid special characters
● Include the date
● Include version number (if needed)
● Consider compliance requirements
○ Section 508

14
Storing Documentation
Examples
● Folder on your server
● Sharepoint
● Salesforce Libraries
● Dropbox
● OneNote
● Google Drive
● MasterControl
● Asana/Monday/Trello
● Jira/Conﬂuence
Store in a central location
Create a repository
Consider:
● Identify stakeholders and make
sure they have access
● Who shouldn’t have access
● Document format

16
Example: Process for New Pardot Prospects

17
Example: How to Create Custom Redirects

18
Example: Trello Board
Image courtesy of Trello. Learn more here.

19
Example: Web Application Architecture Diagram
Image courtesy of LITSLINK. Learn more here.

20
Example: Implementation Plan Template
Image courtesy of Smartsheet. Learn more here.

Getting Started
Health Check
● Identify any gaps in current processes
● Is there knowledge you may only know?
● New initiatives coming
● Update existing documentation
22

Plan Ahead
● Leadership/stakeholder support
● Implement a timeline
● Establish roles and responsibilities
○ RACI
● Create templates to streamline
● Prioritize
23

What Do You Only Know?
Take a minute to write down something you do that
no one else on your team may know.
24

Worksheet
Current Processes
● List all
● Get input
Identiﬁed Needs
● Focus on one
department
25
Edit to ﬁt your needs!
Download worksheet

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