Marketing Automation Without IT Support Now Possible

The conventional wisdom that marketing automation requires technical help is no longer valid, according to Salesforce. The company's Marketing Cloud operates differently and allows marketers to take ownership of various tasks without requiring developer support.

According to Matthew Schultz, Senior Director, Product Marketing at Salesforce, the boundaries of what a marketer can own have shifted with the current platform. Marketers can now use natural language segmentation, AI-guided campaign creation, and Flow-based journeys to build, launch, and optimize their marketing efforts without needing technical help.

The company's State of Marketing report found that 88% of marketers using AI say it helps them do their job better. To understand where the marketer-led boundary sits, Salesforce recommends that marketing teams evaluate any platform based on what tasks can be owned by marketers versus those that still require administrative support.

Marketing Cloud is designed to put AI tools directly in the hands of marketers, allowing them to focus on creative work rather than relying on technical support. While some tasks may still require administrator involvement, such as data integration and schema setup, many others can be handled by marketers alone.