MIKHAIL DADOV
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Mikhail Dadov

Salesforce Marketing Cloud Strategy

Salesforce Marketing Cloud Strategy: segmentation, customer journeys, measurement, and accountable delivery. Senior CRM strategy and leadership.

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When I am the best fit

I connect segmentation, customer journeys, measurement, and accountable delivery with customer economics, clear decision rights, and cross-functional leadership.

  • Teams already running Salesforce Marketing Cloud but not getting enough commercial value from it
  • Companies preparing a rebuild, migration, governance reset, or agency handover
  • Leaders who need platform usage to map to LTV, churn, retention revenue, and ownership
What clients get
  • A cleaner Salesforce Marketing Cloud operating model around data, segments, journeys, and ownership
  • A roadmap that connects platform work to customer economics instead of broadcast activity
  • Sharper execution quality across vendor setup, internal team cadence, and measurement
Typical scope
  • Data model and event logic review
  • Segmentation, lifecycle journeys, and trigger priorities
  • Ownership model, KPIs, experimentation rhythm, and vendor roles
Experience and results

Relevant leadership experience: M.Video–Eldorado: a 20-person function and 40M customers

I led CRM, loyalty, partnerships, and analytics, unified two loyalty programs for 40M customers, and coordinated a 48-hour migration. CRM contribution to revenue rose from 5% to 10% and annual churn fell from 42% to 34%. Finance-approved budgets, control groups, and quarterly ROI reviews made commercial ownership explicit.

When to bring me in
  • Salesforce Marketing Cloud is installed, but commercial impact still feels weak or unclear
  • The platform is busy, yet journeys, segments, and reports still do not support decisions
  • You need a senior operator who can bridge platform capability and business reality
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Salesforce Marketing Cloud Strategy: segmentation, customer journeys, measurement, and accountable delivery. Senior CRM strategy and leadership.

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Questions teams usually ask

I connect segmentation, customer journeys, measurement, and accountable delivery with customer economics, clear decision rights, and cross-functional leadership.

Questions teams usually ask

FAQ

Do you only work on Salesforce Marketing Cloud configuration?

No. The platform is only one part of the system. The mandate usually includes segmentation logic, journey design, KPIs, ownership, and commercial priorities around the stack.

Can you work with an agency or in-house CRM team already in place?

Yes. That is the most common setup. The work is usually to make the platform easier to govern and more commercially useful across the current team and vendor structure.

How do we start?

Start with a 1-hour consultation to review the goals, constraints, and data available. We then scope an audit, roadmap, or leadership engagement separately.