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Dedicated Team

B2B travel platform unified on Salesforce

Project Overview

Organization

Enterprise B2B Travel Marketplace

Industry

B2B Travel Technology

Location

Performance-driven distribution, outcome-based partner engagement

Operates across

International markets

Serves

Accommodation partners and advertisers

Products / Services Used

  • Dedicated Team
  • Salesforce Marketing Cloud
  • Salesforce CRM Integration
  • Marketing Automation
  • GA4 Reporting Pipeline

The client runs a massive B2B travel marketplace, connecting hotels and advertisers worldwide. It’s a business where everything hinges on performance.
‍

But distribution, data transparency, and outcome-based partner engagement only function if your CRM, marketing tech, and sales reports aren't aligned with each other. Theirs weren't.

They had Salesforce CRM and Marketing Cloud plugged in, but the two systems were running in completely different directions. The business was growing fast, but the infrastructure holding it up was about to snap.

Performance Insights

Key results for the client

6

Integration pillars built end-to-end

3-stage

Reporting pipeline: SFMC → Google Cloud → GA4

2

Embedded SFMC specialists

0

Data silos remaining

Client Objectives

The challenges the client faced

1.
Salesforce CRM and SFMC running as silos

Salesforce CRM and SFMC were running as completely separate silos. Sales teams couldn’t see marketing engagement, and marketing had no live customer data to act on. With partner data locked away, expensive blind spots were piling up.

2.
 CRM complexity making integration genuinely risky

With multiple custom objects and complex marketplace hierarchies, this Salesforce setup was risky to integrate. One wrong move into SFMC meant duplicate records, syncing errors, and broken data reporting. Precision was absolutely critical.

3.
Journeys running without lifecycle intelligence

Without live partner lifecycle data, marketing had to guess. They couldn't segment properly, so the system just blasted partners with generic, rigid email sequences.

4.
Sales teams blind to marketing engagement

Engagement data sat locked inside SFMC. Sales reps had little visibility into which partners were engaging. They couldn't identify high-intent prospects, or use marketing signals to prioritize outreach. In a competitive B2B distribution environment, that's missed timing on every cycle.

5.
Reporting trapped inside platform dashboards

Without integration into broader analytics, the team couldn't assess partner intent, prioritize follow-ups, or measure marketing's actual influence on pipeline. Reporting answered the wrong questions.

Mavlers Strategy

How we delivered an enterprise CRM–SFMC integration

1.
CRM discovery and integration blueprint

We audited the CRM’s objects and hierarchies to build a precise integration plan. Better yet, the same architect who designed the system actually built it, bypassing messy handoffs and allowing us to adjust things instantly.

2.
SFMC contact model realignment

The SFMC contact model was re-architected to align with the CRM structure. Which CRM objects to sync, how to handle relational data, and what sequencing preserved hierarchy integrity. The Campaign Manager & Developer made sure architectural decisions translated cleanly into actual journey execution, not just documentation.

3.
CRM data activated inside B2B journeys

We rebuilt every email journey around real-time partner actions and sales updates. Out went generic, automated blasts; in came sharp, targeted messaging. Instead of forcing partners through a rigid, pre-set sequence, the system started responding to where they stood in the relationship.

4.
Closed marketing–sales feedback loop

Engagement data from Marketing Cloud was synced back into Salesforce CRM at the contact and lead level. Sales reps could now see individual email engagement, read prospect intent from marketing interactions, and prioritise outreach based on real signals.

5.
Custom reporting pipeline: SFMC → Google Cloud → GA4

A custom pipeline was built to pipe SFMC data straight into Google Cloud Storage and out to GA4. This finally put marketing, digital analytics, and revenue metrics in one room. It gave the team a level of cross-channel visibility. Far beyond what a standard connector-based setup would have delivered.

6.
Enterprise-grade testing and validation

End-to-end validation, data accuracy testing, load reliability checks, and future-scale readiness - all run before anything went live.

Results

What the client achieved

‍

‍

CRM data activated

In real time inside SFMC journeys.

Lifecycle-driven B2B communications

Treat partners based on reality, not a predetermined workflow map.

Full sales visibility into marketing engagement

Individual email engagement, intent signals, and follow-up prioritization inside the CRM.

Closed loop between marketing activity and pipeline performance

Campaigns can finally be measured against revenue rather than just opens and clicks.

Cross-channel reporting across SFMC, Google Cloud, and GA4

Marketing impact analyzed alongside revenue and digital performance in one view.

An architecture built to scale

Without compromising data integrity as the business grows.

Continuous optimization

Through the embedded SFMC team.

Sandra Field

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