Chapter 2: SFMC Automation Tools
Every good SaaS worth its salt has automation capabilities. They have moved from being a cool feature to being necessary for success. Any good system will offer a variety of options to help optimize or create efficiencies in workflows. Whether they are baked-in and user-friendly or more developer-based and require technical skills and knowledge, there are almost always some automation capabilities. This could be a ton of different things, such as the following:
- A drag-and-drop scheduling tool
- A canvas-based pathing and logic tool
- Server scripting capabilities
- Widget functionality
- API capabilities
Each one of these gives you the ability to interact with the platform outside of general UI capabilities, allowing for efficiencies and automation. This statement is pretty much true regardless of whether those platforms focus on data, messaging, or one of the million other services that can be offered.
For this book though...