{"id":28659,"date":"2026-09-28T08:08:00","date_gmt":"2026-09-28T06:08:00","guid":{"rendered":"https:\/\/cloudengagepro.com\/?p=28659"},"modified":"2026-10-20T02:28:26","modified_gmt":"2026-10-20T00:28:26","slug":"marketing-cloud-engagement-vs-marketing-cloud-next-fr","status":"publish","type":"post","link":"https:\/\/cloudengagepro.com\/fr\/marketing-cloud-engagement-vs-marketing-cloud-next-fr\/","title":{"rendered":"Marketing Cloud Engagement vs. Marketing Cloud Next: qu\u2019est-ce qui change pour votre architecture Salesforce?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"28659\" class=\"elementor elementor-28659 elementor-28600\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-479e1d5 e-flex e-con-boxed e-con e-parent\" data-id=\"479e1d5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element 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'Menu sluiten' : 'Menu openen'\n        );\n    });\n})();\n<\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9adb5c3 e-flex e-con-boxed e-con e-parent\" data-id=\"9adb5c3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1d45216 elementor-widget elementor-widget-image\" data-id=\"1d45216\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1536\" height=\"1024\" src=\"https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/09\/salesforce-marketing-cloud-engagement-vs-marketing-cloud-next-architecture-fr.png\" class=\"attachment-full size-full wp-image-28623\" alt=\"\u00c9quipe d\u2019entreprise analysant l\u2019architecture de Salesforce Marketing Cloud Engagement et Marketing Cloud Next\" srcset=\"https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/09\/salesforce-marketing-cloud-engagement-vs-marketing-cloud-next-architecture-fr.png 1536w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/09\/salesforce-marketing-cloud-engagement-vs-marketing-cloud-next-architecture-fr-300x200.png 300w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/09\/salesforce-marketing-cloud-engagement-vs-marketing-cloud-next-architecture-fr-1024x683.png 1024w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/09\/salesforce-marketing-cloud-engagement-vs-marketing-cloud-next-architecture-fr-768x512.png 768w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f83d0e1 elementor-widget elementor-widget-text-editor\" data-id=\"f83d0e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h1>Marketing Cloud Engagement vs. Marketing Cloud Next: qu\u2019est-ce qui change pour votre architecture Salesforce?<\/h1><p>Salesforce Marketing Cloud traverse une transformation fondamentale. Les organisations qui ont construit leur environnement pendant des ann\u00e9es autour de Marketing Cloud Engagement disposent souvent de journeys \u00e9tendues, de Data Extensions, de processus Automation Studio, de templates, d\u2019int\u00e9grations et de routines op\u00e9rationnelles qui contribuent directement au chiffre d\u2019affaires et \u00e0 la communication client. Parall\u00e8lement, Salesforce positionne Marketing Cloud Next comme une nouvelle g\u00e9n\u00e9ration de technologie marketing, beaucoup plus \u00e9troitement int\u00e9gr\u00e9e \u00e0 la plateforme Salesforce, \u00e0 Data 360, \u00e0 Flow Builder et \u00e0 Agentforce.<\/p><p>Cela soul\u00e8ve une question bien plus importante que la comparaison de deux listes de fonctionnalit\u00e9s. Faut-il remplacer un environnement Marketing Cloud Engagement existant? Les nouveaux processus doivent-ils d\u00e9sormais \u00eatre construits dans Marketing Cloud Next? Et qu\u2019advient-il des ann\u00e9es d\u2019investissement dans Journey Builder, Automation Studio et les Data Extensions lorsque de plus en plus de fonctionnalit\u00e9s marketing sont d\u00e9plac\u00e9es directement vers la plateforme Salesforce?<\/p><p><strong>Marketing Cloud Next n\u2019est pas simplement une nouvelle version de Marketing Cloud Engagement. L\u2019architecture, le mod\u00e8le de donn\u00e9es et la mani\u00e8re dont les processus marketing sont orchestr\u00e9s \u00e9voluent. Cela ne signifie toutefois pas que les environnements Marketing Cloud Engagement existants deviennent soudainement obsol\u00e8tes ou perdent leur valeur.<\/strong><\/p><p>Pour les organisations enterprise, les prochaines ann\u00e9es seront donc avant tout marqu\u00e9es par des choix d\u2019architecture. Quels processus doivent rester l\u00e0 o\u00f9 ils fonctionnent aujourd\u2019hui? Quels nouveaux cas d\u2019usage doivent \u00eatre construits nativement dans Salesforce? Quelles donn\u00e9es doivent \u00eatre partag\u00e9es? Et comment \u00e9viter que l\u2019innovation n\u2019aboutisse finalement \u00e0 deux environnements marketing parall\u00e8les, chacun avec sa propre logique, sa propre gouvernance et sa propre dette technique?<\/p><h2>Marketing Cloud Engagement et Marketing Cloud Next sont diff\u00e9rents sur le plan architectural<\/h2><p>Marketing Cloud Engagement occupe une position particuli\u00e8re dans l\u2019\u00e9cosyst\u00e8me Salesforce. La plateforme trouve son origine dans ExactTarget, qui a rejoint Salesforce en 2013. Marketing Cloud Engagement s\u2019est donc d\u00e9velopp\u00e9 pendant de nombreuses ann\u00e9es comme un environnement marketing puissant mais relativement autonome, avec ses propres utilisateurs, objets, mod\u00e8les de donn\u00e9es et m\u00e9canismes d\u2019automatisation. Les connexions avec Sales Cloud, Service Cloud et les syst\u00e8mes externes ont ensuite \u00e9t\u00e9 mises en place au moyen de connecteurs, de synchronisations et d\u2019int\u00e9grations.<\/p><p>Ce mod\u00e8le a permis de grandes impl\u00e9mentations enterprise. Journey Builder peut ex\u00e9cuter des Customer Journeys complexes, Automation Studio traite de grands volumes de donn\u00e9es et des processus r\u00e9currents, les Data Extensions offrent une grande flexibilit\u00e9 pour la mod\u00e9lisation des donn\u00e9es et Content Builder permet une production de contenu centralis\u00e9e. Pour les organisations qui traitent de grands volumes d\u2019e-mails, de SMS et d\u2019autres messages, Marketing Cloud Engagement reste ainsi une execution engine mature.<\/p><p>Marketing Cloud Next repose sur une architecture diff\u00e9rente. Les fonctionnalit\u00e9s marketing deviennent beaucoup plus directement int\u00e9gr\u00e9es \u00e0 la plateforme Salesforce. Les Customer Journeys peuvent \u00eatre orchestr\u00e9es avec Flow Builder, la segmentation peut utiliser Data 360 et le support bas\u00e9 sur l\u2019IA devient partie int\u00e9grante des processus marketing gr\u00e2ce \u00e0 Agentforce. Le marketing, les ventes, le service et d\u2019autres fonctions Salesforce peuvent ainsi travailler plus \u00e9troitement sur les m\u00eames donn\u00e9es et dans le m\u00eame contexte op\u00e9rationnel.<\/p><p>Cette diff\u00e9rence peut sembler technique, mais elle a des cons\u00e9quences organisationnelles importantes. Dans Marketing Cloud Engagement, le marketing peut fonctionner de mani\u00e8re relativement autonome au sein d\u2019un environnement sp\u00e9cialis\u00e9. Marketing Cloud Next rend au contraire le marketing davantage d\u00e9pendant de l\u2019architecture Salesforce globale, de la gouvernance des donn\u00e9es, de la gouvernance Flow, des structures d\u2019autorisation et de la collaboration entre diff\u00e9rents clouds et \u00e9quipes.<\/p><h2>Que fait encore particuli\u00e8rement bien Marketing Cloud Engagement?<\/h2><p>L\u2019arriv\u00e9e de Marketing Cloud Next ne signifie pas que Journey Builder, Automation Studio ou les processus Marketing Cloud Engagement existants perdent soudainement leur fonction. Salesforce continue de positionner Marketing Cloud Engagement comme une plateforme de messaging \u00e0 grande \u00e9chelle bas\u00e9 sur les journeys, et les campagnes existantes peuvent continuer \u00e0 fonctionner parall\u00e8lement aux nouvelles capacit\u00e9s de Marketing Cloud Next.<\/p><p>C\u2019est important pour les organisations qui font passer des milliers ou des millions de contacts par des processus \u00e9prouv\u00e9s. Une welcome journey complexe, une communication transactionnelle ou une campagne lifecycle qui fonctionne de mani\u00e8re stable ne doit pas automatiquement \u00eatre reconstruite simplement parce qu\u2019une plateforme plus r\u00e9cente est disponible. Toute migration introduit en effet des risques: logique m\u00e9tier modifi\u00e9e, nouvelles connexions de donn\u00e9es, tests de r\u00e9gression, probl\u00e9matiques de consentement, Deliverability et d\u00e9pendances avec d\u2019autres syst\u00e8mes.<\/p><p>Marketing Cloud Engagement conserve surtout sa valeur lorsque les processus existants fonctionnent de mani\u00e8re d\u00e9montrable:<\/p><ul><li>processus Journey Builder \u00e0 grande \u00e9chelle et \u00e9prouv\u00e9s avec une logique op\u00e9rationnelle stable;<\/li><li>workflows Automation Studio pour les imports, requ\u00eates, exports et traitements de donn\u00e9es r\u00e9currents;<\/li><li>mod\u00e8les Data Extension existants dont d\u00e9pendent de nombreuses campagnes et int\u00e9grations;<\/li><li>messaging op\u00e9rationnel pour lequel la continuit\u00e9 est plus importante qu\u2019une modernisation imm\u00e9diate de l\u2019architecture.<\/li><\/ul><p>L\u2019erreur serait donc d\u2019assimiler modernisation et remplacement complet. Une architecture n\u2019est pas moderne simplement parce que chacun de ses composants est nouveau. Elle est moderne lorsque la bonne technologie est utilis\u00e9e pour le bon processus, avec des d\u00e9pendances ma\u00eetrisables et une trajectoire d\u2019\u00e9volution claire.<\/p><h2>Ce que Marketing Cloud Next change r\u00e9ellement<\/h2><p>Marketing Cloud Next modifie avant tout la position du marketing au sein de la plateforme Salesforce globale. Au lieu d\u2019organiser les donn\u00e9es marketing et la Marketing Automation principalement dans un environnement s\u00e9par\u00e9, les processus peuvent utiliser plus directement les donn\u00e9es et les \u00e9v\u00e9nements provenant, par exemple, de Sales Cloud et de Service Cloud. Il devient ainsi plus facile de relier les actions marketing aux \u00e9v\u00e9nements commerciaux ou de service actuels.<\/p><p>Un exemple simple illustre la diff\u00e9rence. Supposons qu\u2019un client signale un probl\u00e8me de service s\u00e9rieux peu avant une campagne commerciale planifi\u00e9e. Dans une architecture traditionnellement s\u00e9par\u00e9e, la journey marketing peut continuer ind\u00e9pendamment, parce que le statut du service n\u2019est pas disponible assez rapidement ou sous la bonne forme dans la logique marketing. Lorsque les donn\u00e9es et l\u2019orchestration sont davantage r\u00e9unies sur la m\u00eame plateforme Salesforce, cet \u00e9v\u00e9nement de service peut devenir un \u00e9l\u00e9ment de d\u00e9cision permettant d\u2019interrompre la communication, de l\u2019adapter ou de d\u00e9clencher un autre processus.<\/p><p>Marketing Cloud Next r\u00e9unit ainsi trois \u00e9volutions architecturales. Data 360 rend disponible un contexte client plus large, Flow Builder rapproche l\u2019orchestration de Salesforce Core et Agentforce ajoute une prise de d\u00e9cision et une ex\u00e9cution bas\u00e9es sur l\u2019IA. La discussion se d\u00e9place ainsi des campagnes individuelles vers des processus capables de r\u00e9agir \u00e0 des \u00e9v\u00e9nements provenant de plusieurs dimensions de la relation client.<\/p><blockquote><p>Le changement le plus important n\u2019est pas que Salesforce introduise un nouvel outil de journey, mais que le marketing ait de moins en moins besoin de fonctionner comme un syst\u00e8me s\u00e9par\u00e9 au sein de l\u2019architecture Salesforce.<\/p><\/blockquote><p>C\u2019est \u00e9galement l\u00e0 que se situe le risque. Si chaque nouveau composant Salesforce est ajout\u00e9 sans cadre architectural, cette m\u00eame int\u00e9gration peut en r\u00e9alit\u00e9 cr\u00e9er davantage de complexit\u00e9. Data 360, Flow, Agentforce et les processus Marketing Cloud Engagement existants ne doivent donc pas \u00eatre impl\u00e9ment\u00e9s comme des fonctionnalit\u00e9s isol\u00e9es, mais comme les composants d\u2019un mod\u00e8le op\u00e9rationnel coh\u00e9rent.<\/p><h2>Journey Builder versus Flow Builder n\u2019est pas un remplacement un pour un<\/h2><p>La comparaison entre Journey Builder et Flow Builder devient rapidement trop simpliste. Les deux peuvent orchestrer des processus, mais ils proviennent de contextes diff\u00e9rents. Journey Builder a \u00e9t\u00e9 con\u00e7u autour de la communication marketing et des Customer Journeys. Flow Builder est une plateforme d\u2019automatisation Salesforce plus large, capable de relier des processus entre diff\u00e9rents objets Salesforce, utilisateurs et clouds.<\/p><p>Cela ne cr\u00e9e pas automatiquement une r\u00e8gle selon laquelle chaque journey Journey Builder devrait finalement \u00eatre reconstruite dans Flow. Une journey stable destin\u00e9e \u00e0 de grands volumes de contacts peut continuer \u00e0 fonctionner parfaitement sur le plan op\u00e9rationnel. Flow devient plus int\u00e9ressant lorsque la journey d\u00e9pend fortement d\u2019\u00e9v\u00e9nements Salesforce en temps r\u00e9el, de donn\u00e9es partag\u00e9es ou de processus reliant directement le marketing, le service et les ventes.<\/p><p>Pour les architectes et les \u00e9quipes marketing, la question de conception change donc. Il ne s\u2019agit plus de demander: quel outil marketing utilisons-nous pour cette campagne? Mais plut\u00f4t: o\u00f9 l\u2019\u00e9v\u00e9nement se produit-il, quelles donn\u00e9es font r\u00e9f\u00e9rence, quel syst\u00e8me doit prendre la d\u00e9cision et o\u00f9 la communication finale doit-elle \u00eatre ex\u00e9cut\u00e9e? Lorsque ces questions deviennent centrales, il devient possible de d\u00e9terminer rationnellement, pour chaque cas d\u2019usage, si Journey Builder, Flow Builder ou une combinaison des deux constitue la bonne solution.<\/p><h2>Data Extensions versus Data 360: le mod\u00e8le de donn\u00e9es devient plus strat\u00e9gique<\/h2><p>Une deuxi\u00e8me diff\u00e9rence fondamentale concerne les donn\u00e9es. Marketing Cloud Engagement utilise les Data Extensions comme m\u00e9canisme flexible permettant de structurer les donn\u00e9es pour la segmentation, l\u2019Automation et le messaging. Cela offre une grande libert\u00e9, mais dans les grandes impl\u00e9mentations, cela peut facilement cr\u00e9er un environnement compos\u00e9 d\u2019un grand nombre de tables, de requ\u00eates SQL, de synchronisations et de d\u00e9finitions locales qui ne sont pleinement comprises qu\u2019au sein de Marketing Cloud.<\/p><p>Marketing Cloud Next utilise Data 360 notamment pour la segmentation et les profils clients unifi\u00e9s. Data 360 peut connecter, harmoniser et activer des donn\u00e9es provenant de Salesforce et de sources externes. Le marketing peut ainsi utiliser un contexte client plus large sans devoir construire pour chaque cas d\u2019usage un nouveau dataset marketing isol\u00e9. Salesforce a officiellement renomm\u00e9 Data Cloud en Data 360 en octobre 2025; les documentations et impl\u00e9mentations plus anciennes peuvent encore utiliser l\u2019ancien nom.<\/p><p>Cette diff\u00e9rence ne signifie toutefois pas que Data 360 remplace simplement toutes les Data Extensions. Les processus Marketing Cloud Engagement existants restent souvent d\u00e9pendants de leurs structures de donn\u00e9es actuelles. La question d\u2019architecture consiste donc \u00e0 d\u00e9terminer quelles donn\u00e9es doivent \u00eatre harmonis\u00e9es \u00e0 l\u2019\u00e9chelle de l\u2019entreprise et quels datasets op\u00e9rationnels peuvent rester localis\u00e9s dans Marketing Cloud Engagement.<\/p><p>Une distinction pratique permet de clarifier cette question:<\/p><table><thead><tr><th>Question d\u2019architecture<\/th><th>Marketing Cloud Engagement<\/th><th>Marketing Cloud Next<\/th><\/tr><\/thead><tbody><tr><td>Orchestration des journeys<\/td><td>Journey Builder<\/td><td>Flow Builder et orchestration native Salesforce<\/td><\/tr><tr><td>Automation op\u00e9rationnelle<\/td><td>Automation Studio<\/td><td>Flow et automatisation de la plateforme<\/td><\/tr><tr><td>Donn\u00e9es d\u2019audience<\/td><td>Data Extensions et Subscribers<\/td><td>Segments Data 360 et contexte client unifi\u00e9<\/td><\/tr><tr><td>Force principale<\/td><td>Messaging \u00e0 grand volume \u00e9prouv\u00e9 et ex\u00e9cution marketing<\/td><td>Processus cross-cloud et contexte Salesforce partag\u00e9<\/td><\/tr><tr><td>IA et Decisioning<\/td><td>Ajout aux processus marketing existants<\/td><td>Agentforce int\u00e9gr\u00e9 au mod\u00e8le de plateforme<\/td><\/tr><tr><td>Orientation architecturale<\/td><td>Environnement marketing sp\u00e9cialis\u00e9<\/td><td>Marketing int\u00e9gr\u00e9 \u00e0 Salesforce Core<\/td><\/tr><\/tbody><\/table><p>Pour les grandes entreprises, cela signifie que l\u2019architecture des donn\u00e9es doit pr\u00e9c\u00e9der la conception des campagnes. Sans identifiants clairs, r\u00e8gles de consentement, ownership et d\u00e9finitions du statut client, une plateforme de donn\u00e9es plus \u00e9tendue peut au contraire diffuser plus rapidement les incoh\u00e9rences existantes. Davantage de donn\u00e9es en temps r\u00e9el n\u2019apportent un avantage que lorsqu\u2019il est clair quelles donn\u00e9es sont suffisamment fiables pour servir de base \u00e0 des d\u00e9cisions automatis\u00e9es.<\/p><h2>Agentforce rend la gouvernance plus importante, pas moins importante<\/h2><p>Agentforce ajoute une dimension suppl\u00e9mentaire \u00e0 cette \u00e9volution. Salesforce positionne l\u2019IA au sein de Marketing Cloud Next notamment pour la cr\u00e9ation de campagnes, le contenu, les insights et le Decisioning. Les marketeurs peuvent ainsi concevoir des processus plus rapidement et l\u2019automatisation peut r\u00e9agir de mani\u00e8re plus dynamique au comportement et au contexte. Cela peut cr\u00e9er de la valeur, mais l\u2019IA ne modifie pas les conditions fondamentales n\u00e9cessaires \u00e0 un marketing fiable.<\/p><p>Si la segmentation est incorrecte, si le consentement est trait\u00e9 de mani\u00e8re incoh\u00e9rente ou si les donn\u00e9es clients sont contradictoires, l\u2019IA peut ex\u00e9cuter les m\u00eames erreurs plus rapidement et \u00e0 plus grande \u00e9chelle. Il en va de m\u00eame pour le Decisioning. Une Next Best Action s\u00e9lectionn\u00e9e automatiquement n\u2019a de valeur que lorsque les donn\u00e9es, les r\u00e8gles m\u00e9tier et les restrictions sous-jacentes sont correctes. Marketing Cloud Next ne r\u00e9duit donc pas le besoin de gouvernance; il renforce au contraire l\u2019importance de donn\u00e9es fiables et d\u2019une logique d\u00e9cisionnelle contr\u00f4lable.<\/p><p>Cela correspond directement \u00e0 des principes enterprise plus larges au sein de Salesforce. L\u2019IA, l\u2019Automation et les Customer Journeys ne peuvent \u00eatre d\u00e9ploy\u00e9es \u00e0 grande \u00e9chelle que lorsque les organisations d\u00e9finissent explicitement quels syst\u00e8mes font r\u00e9f\u00e9rence, qui est responsable de la qualit\u00e9 des donn\u00e9es et quels processus peuvent \u00eatre automatis\u00e9s. La technologie peut ex\u00e9cuter ces r\u00e8gles, mais elle ne peut pas les remplacer de mani\u00e8re autonome.<\/p><h2>Une architecture hybride est logique, mais peut aussi cr\u00e9er une nouvelle dette technique<\/h2><p>Pour de nombreux clients existants de Marketing Cloud Engagement, une architecture hybride sera probablement la situation la plus r\u00e9aliste dans un avenir proche. Salesforce prend lui-m\u00eame en charge aussi bien une adoption progressive qu\u2019une approche acc\u00e9l\u00e9r\u00e9e dans laquelle les nouveaux cas d\u2019usage sont construits plus t\u00f4t dans Marketing Cloud Next tandis que les processus Marketing Cloud Engagement existants continuent de fonctionner. L\u2019innovation n\u2019a ainsi pas besoin d\u2019attendre un projet de migration global.<\/p><p>Cette approche pr\u00e9sente des avantages \u00e9vidents. Les journeys g\u00e9n\u00e9ratrices de chiffre d\u2019affaires n\u2019ont pas besoin d\u2019\u00eatre perturb\u00e9es inutilement, les \u00e9quipes peuvent apprendre \u00e0 utiliser les nouvelles capacit\u00e9s de mani\u00e8re contr\u00f4l\u00e9e et le business case de Flow, Data 360 ou Agentforce peut d\u2019abord \u00eatre d\u00e9montr\u00e9 sur un nombre limit\u00e9 de processus. Mais une nouvelle question de gouvernance appara\u00eet simultan\u00e9ment: quand faut-il encore construire quelque chose dans Marketing Cloud Engagement et quand faut-il le construire dans Marketing Cloud Next?<\/p><p>Sans r\u00e8gles explicites, deux mod\u00e8les de d\u00e9veloppement parall\u00e8les peuvent appara\u00eetre. Une \u00e9quipe construit une segmentation dans des Data Extensions tandis qu\u2019une autre d\u00e9finit des audiences comparables dans Data 360. Journey Builder et Flow peuvent traiter les m\u00eames \u00e9v\u00e9nements. Le reporting peut utiliser des d\u00e9finitions diff\u00e9rentes et les responsabilit\u00e9s peuvent se fragmenter entre le marketing, les administrateurs Salesforce, les \u00e9quipes data et les sp\u00e9cialistes de l\u2019int\u00e9gration.<\/p><p><strong>Un environnement hybride n\u2019est donc pas une phase technique temporaire qui finira par se r\u00e9soudre d\u2019elle-m\u00eame. Il s\u2019agit d\u2019un mod\u00e8le d\u2019architecture qui doit \u00eatre g\u00e9r\u00e9 d\u00e9lib\u00e9r\u00e9ment.<\/strong> Cela signifie qu\u2019il faut d\u00e9terminer, pour chaque capacit\u00e9, quelle plateforme fait r\u00e9f\u00e9rence, quand les fonctionnalit\u00e9s existantes doivent \u00eatre conserv\u00e9es et sous quelles conditions les nouveaux processus doivent \u00e9voluer vers Marketing Cloud Next.<\/p><h2>Toutes les organisations n\u2019ont pas besoin de la m\u00eame strat\u00e9gie de migration<\/h2><p>Salesforce ne d\u00e9crit pas de trajectoire universelle dans laquelle chaque client Marketing Cloud Engagement devrait remplacer les m\u00eames composants au m\u00eame moment. Les organisations peuvent introduire progressivement les nouvelles capacit\u00e9s de Marketing Cloud Next ou choisir de construire plus rapidement les nouveaux processus de mani\u00e8re native dans Salesforce, tandis que les campagnes existantes continuent provisoirement \u00e0 fonctionner dans Marketing Cloud Engagement.<\/p><p>La trajectoire la plus logique d\u00e9pend de l\u2019architecture existante. Une organisation disposant de dizaines de journeys stables et de relativement peu de d\u00e9pendances cross-cloud a d\u2019autres priorit\u00e9s qu\u2019une entreprise dans laquelle le marketing doit constamment combiner des donn\u00e9es Sales Cloud, Service Cloud, commerce et externes. La dette technique joue \u00e9galement un r\u00f4le. Un environnement fortement imbriqu\u00e9 de Data Extensions, de scripts et d\u2019int\u00e9grations batch peut pr\u00e9cis\u00e9ment constituer une raison de concevoir diff\u00e9remment les nouveaux processus plut\u00f4t que de reproduire \u00e0 l\u2019identique les sch\u00e9mas existants.<\/p><p>Une roadmap doit donc commencer par r\u00e9pondre \u00e0 des questions concr\u00e8tes: quelles journeys g\u00e9n\u00e8rent une valeur d\u00e9montrable, quels processus sont vuln\u00e9rables, o\u00f9 apparaissent les silos de donn\u00e9es, quelles d\u00e9cisions n\u00e9cessitent un contexte en temps r\u00e9el et quels composants g\u00e9n\u00e8rent structurellement une charge de maintenance \u00e9lev\u00e9e? Ce n\u2019est qu\u2019ensuite qu\u2019il devient possible de d\u00e9terminer o\u00f9 Marketing Cloud Next apporte r\u00e9ellement une valeur suppl\u00e9mentaire.<\/p><h2>L\u2019expertise n\u00e9cessaire devient plus large<\/h2><p>L\u2019\u00e9volution de l\u2019architecture modifie \u00e9galement le profil du sp\u00e9cialiste Salesforce Marketing Cloud. Cette expertise ne dispara\u00eet pas, mais elle s\u2019accompagne de disciplines suppl\u00e9mentaires. La connaissance de Journey Builder, Automation Studio, SQL, des Data Extensions et du messaging reste pertinente pour les environnements Marketing Cloud Engagement existants. Les nouvelles impl\u00e9mentations n\u00e9cessitent de plus en plus \u00e9galement des connaissances de Salesforce Core, Flow, Data 360, Identity Resolution, des structures d\u2019autorisation, des int\u00e9grations et d\u2019Agentforce.<\/p><p>Pour les organisations, cela signifie qu\u2019une offre d\u2019emploi g\u00e9n\u00e9rique pour un sp\u00e9cialiste Salesforce Marketing Cloud devient de moins en moins pr\u00e9cise. Le besoin r\u00e9el peut concerner l\u2019ex\u00e9cution marketing, l\u2019architecture des donn\u00e9es, l\u2019orchestration cross-cloud ou la gouvernance de l\u2019IA. Une organisation qui se concentre uniquement sur le nom du produit risque une nouvelle fois de recruter une expertise qui ne correspond pas \u00e0 la v\u00e9ritable probl\u00e9matique architecturale.<\/p><p>La collaboration entre les \u00e9quipes \u00e9volue \u00e9galement. Le marketing ne peut pas fonctionner totalement s\u00e9par\u00e9ment de l\u2019administration CRM et de l\u2019architecture des donn\u00e9es lorsque les journeys r\u00e9agissent directement aux \u00e9v\u00e9nements provenant des ventes et du service. \u00c0 l\u2019inverse, les administrateurs Salesforce ne peuvent pas r\u00e9duire les besoins marketing \u00e0 une simple configuration technique de Flow. Le mod\u00e8le op\u00e9rationnel doit donc \u00e9voluer en m\u00eame temps que la technologie.<\/p><blockquote><p>La transition vers Marketing Cloud Next n\u2019est pas un projet de migration classique avec une seule date de fin. Il s\u2019agit d\u2019une transition architecturale dans laquelle les organisations d\u00e9terminent, processus par processus, ce qui doit rester, ce qui doit changer et o\u00f9 les nouvelles capacit\u00e9s Salesforce apportent une valeur d\u00e9montrable.<\/p><\/blockquote><h2>Modernisez \u00e0 partir des processus, pas de la roadmap produit<\/h2><p>Marketing Cloud Next montre clairement la direction dans laquelle Salesforce fait \u00e9voluer le marketing: plus proche de Salesforce Core, davantage connect\u00e9 \u00e0 Data 360 et avec Flow et Agentforce comme composants importants de l\u2019Automation et du Decisioning. Pour les organisations enterprise, cela est strat\u00e9giquement pertinent. Cela ne signifie toutefois pas que chaque investissement existant dans Marketing Cloud Engagement doit \u00eatre repens\u00e9 d\u00e8s qu\u2019une nouvelle fonctionnalit\u00e9 devient disponible.<\/p><p>La bonne architecture commence par l\u2019identification des processus qui doivent continuer \u00e0 fonctionner de mani\u00e8re fiable et de ceux qui b\u00e9n\u00e9ficient de mani\u00e8re d\u00e9montrable d\u2019une approche technique diff\u00e9rente. Une journey stable \u00e0 grand volume peut continuer \u00e0 fonctionner dans Marketing Cloud Engagement, tandis qu\u2019une nouvelle Customer Journey qui doit r\u00e9agir directement aux donn\u00e9es du service et des ventes peut constituer un bon candidat pour Marketing Cloud Next. La modernisation repose ainsi sur la valeur m\u00e9tier plut\u00f4t que sur l\u2019actualit\u00e9 produit.<\/p><p>Pour CloudEngagePro, la question centrale n\u2019est donc pas de savoir quelle plateforme finira par \u00ab gagner \u00bb. La question pertinente est de savoir comment Marketing Cloud Engagement, Marketing Cloud Next, Data 360, Flow et Agentforce peuvent ensemble former une architecture Salesforce ma\u00eetrisable. Lorsque ces choix sont faits explicitement, une organisation peut ajouter de nouvelles capacit\u00e9s sans sacrifier la stabilit\u00e9 de ses processus marketing existants. C\u2019est finalement ce qui distingue la simple activation de nouvelles fonctionnalit\u00e9s Salesforce de la construction r\u00e9elle d\u2019une architecture marketing p\u00e9renne.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-646942a elementor-widget elementor-widget-spacer\" data-id=\"646942a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cda823b e-flex e-con-boxed e-con e-parent\" data-id=\"cda823b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-98c9b02 elementor-widget elementor-widget-heading\" data-id=\"98c9b02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Th\u00e9matiques approfondies au sein de Salesforce Marketing Cloud:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-edd62a7 e-grid e-con-boxed e-con e-parent\" data-id=\"edd62a7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<a class=\"elementor-element elementor-element-eb71ab0 e-con-full tegel-link e-flex e-con e-child\" data-id=\"eb71ab0\" data-element_type=\"container\" data-e-type=\"container\" href=\"https:\/\/cloudengagepro.com\/fr\/salesforce-account-engagement-trop-limite\/\">\n\t\t\t\t<div class=\"elementor-element elementor-element-405f9a5 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"405f9a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4>Quand Account Engagement devient trop limit\u00e9 pour la croissance B2B<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d58322a elementor-widget elementor-widget-image\" data-id=\"d58322a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/salesforce-account-engagement-trop-limite-300x200.png\" class=\"attachment-medium size-medium wp-image-23021\" alt=\"Salesforce Account Engagement int\u00e9gr\u00e9 dans une architecture marketing B2B plus large\" srcset=\"https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/salesforce-account-engagement-trop-limite-300x200.png 300w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/salesforce-account-engagement-trop-limite-1024x683.png 1024w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/salesforce-account-engagement-trop-limite-768x512.png 768w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/salesforce-account-engagement-trop-limite.png 1536w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c044dda elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"c044dda\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"PDq2pG_selectionAnchorContainer\" dir=\"auto\" data-start=\"345\" data-end=\"475\">Quand des journeys plus complexes, davantage de donn\u00e9es et plusieurs canaux exigent une architecture marketing Salesforce plus large qu\u2019Account Engagement seul.<\/p><p dir=\"auto\" data-start=\"477\" data-end=\"545\"><code data-start=\"477\" data-end=\"545\"><\/code><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a class=\"elementor-element elementor-element-18ee267 e-con-full tegel-link e-flex e-con e-child\" data-id=\"18ee267\" data-element_type=\"container\" data-e-type=\"container\" href=\"https:\/\/cloudengagepro.com\/fr\/journey-builder-architecture-cycle-vie\/\">\n\t\t\t\t<div class=\"elementor-element elementor-element-87d522c elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"87d522c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4 style=\"text-align: left;\">L\u2019architecture lifecycle facilite la gestion de Journey Builder<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2975b0d elementor-widget elementor-widget-image\" data-id=\"2975b0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/journey-builder-architecture-cycle-vie-performance-300x200.png\" class=\"attachment-medium size-medium wp-image-23290\" alt=\"\u00c9quipe marketing analysant une architecture du cycle de vie dans Journey Builder\" srcset=\"https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/journey-builder-architecture-cycle-vie-performance-300x200.png 300w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/journey-builder-architecture-cycle-vie-performance-1024x683.png 1024w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/journey-builder-architecture-cycle-vie-performance-768x512.png 768w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/06\/journey-builder-architecture-cycle-vie-performance.png 1536w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c0cf57 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"3c0cf57\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Comment une logique lifecycle claire pour l\u2019entr\u00e9e, l\u2019exclusion et la priorisation \u00e9vite que les journeys Marketing Cloud deviennent inutilement complexes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a class=\"elementor-element elementor-element-aa506ff e-con-full tegel-link e-flex e-con e-child\" data-id=\"aa506ff\" data-element_type=\"container\" data-e-type=\"container\" href=\"https:\/\/cloudengagepro.com\/fr\/personnalisation-b2b-salesforce-qualite-donnees\/\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ab6b684 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"ab6b684\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4 style=\"text-align: left;\">La personnalisation B2B commence par des donn\u00e9es fiables<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd9f241 elementor-widget elementor-widget-image\" data-id=\"fd9f241\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/07\/b2b-personalisatie-automatiseren-datakwaliteit-300x200.png\" class=\"attachment-medium size-medium wp-image-22759\" alt=\"B2B-personalisatie automatiseren na datakwaliteit en segmentlogica\" srcset=\"https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/07\/b2b-personalisatie-automatiseren-datakwaliteit-300x200.png 300w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/07\/b2b-personalisatie-automatiseren-datakwaliteit-1024x683.png 1024w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/07\/b2b-personalisatie-automatiseren-datakwaliteit-768x512.png 768w, https:\/\/cloudengagepro.com\/wp-content\/uploads\/2026\/07\/b2b-personalisatie-automatiseren-datakwaliteit.png 1536w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-313b1d4 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"313b1d4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">Pourquoi des donn\u00e9es fiables et une gouvernance solide sont indispensables avant de faire \u00e9voluer l\u2019Automation, la personnalisation et l\u2019IA dans Salesforce.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6c927c2 e-flex e-con-boxed e-con e-parent\" data-id=\"6c927c2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3efd7fe elementor-widget 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Cet article compare Marketing Cloud Engagement et Marketing Cloud Next autour de Journey Builder et Flow, Data Extensions et Data 360, Agentforce, gouvernance et strat\u00e9gie de migration.<\/p>\n","protected":false},"author":1,"featured_media":28623,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_canvas","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[315,312],"tags":[1375,2009,820,1980,1309,1984,2007,165,746,1982,2005,2010,1905],"class_list":["post-28659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-integration-technologie","category-marketing-automatisierung","tag-agentforce","tag-architecture-salesforce","tag-automation-studio","tag-customer-journeys","tag-data-360","tag-data-extensions","tag-flow-builder","tag-journey-builder","tag-marketing-automation","tag-marketing-cloud-engagement","tag-marketing-cloud-next","tag-salesforce-core","tag-salesforce-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Cloud Engagement vs. Marketing Cloud Next<\/title>\n<meta name=\"description\" content=\"Marketing Cloud Engagement ou Marketing Cloud Next? 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