Communication Preference Center Salesforce & Pardot
If you are a business that uses Salesforce and Pardot then it makes perfect sense to have one centralized communication preference center. This will ensure that you are not sending out emails to opted out individuals neither from Salesforce nor Pardot.
Respecting consent is a key requirement of GDPR and CCPA
The question comes, where should this Preference Center live- Salesforce or Pardot or somewhere else?
Over the past few releases, Salesforce has released a bunch of new Consent Management Objects. These objects lay a solid foundation, a very robust data structure for customers to build an enterprise-grade Consent Management Platform(CMP) 100% on Salesforce.
In Salesforce’s Data Privacy architecture, the most important object is Individual, which represents a natural person and links together Leads, Contacts, Users, Person Accounts etc. This ensures that even if you have business reasons to have the same person as multiple contacts, leads, users, etc, there is only one Individual record.
All consent management objects directly or indirectly link to the Individual object.
You can use this Data model to capture a variety of consents:
- Form Consents (Example: T&C consents)
- Contact Consents (Example: Email me Marketing material, Email me Survey)
- Subscription Consent (Example: Email me about Appointments before 5 days, SMS me about the appointment before 1 day)
As you can see, this data model is very rich and can handle a variety of industry-specific requirements. Salesforce uses this Data model internally and Customer 360 leverages this as well. This is the future.
If you are sold on this idea, here is what you need to do
- Identify your Communication Preferences requirement
- Map out what all consent management objects are relevant to you
- Expose your consent management data model as self-service (Salesforce Communities)
- Build a propagation mechanism so that all the consents from these consent objects are summarized on Contacts and Leads
- Build filters in Pardot to based on the Salesforce summary consent fields
It is a lot of work but is foundational for implementing robust data privacy in your organization and avoid the heavy GDPR/CCPA fines.
If you want a quick implementation or want to avoid all the custom development, consider Cloud Compliance (The most comprehensive GDPR/CCPA App available on Salesforce AppExchange)
