The Challenge

Data Centre Dynamics (DCD), a global B2B media and intelligence business, was operating multiple marketing automation platforms across its core and acquired entities – Marketo, Mailchimp, HubSpot, and Grip. This fragmented setup led to data silos, duplicate records, and a limited view of customers. Campaign execution was inconsistent and inefficient, reporting lacked alignment, and licensing costs were unnecessarily high.

With five businesses under the DCD Group (DCD, DCD Academy, SDX, DCN, and Yotta), the company needed a unified way to manage communications, personalize customer engagement, and gain visibility across all marketing activities. The consolidation was also key to supporting DCD’s private equity growth plan for 2027.

What JTF did

Following a referral from Adobe, JTF worked closely with DCD to design a single, scalable MarTech ecosystem integrating Salesforce and Marketo Engage. The engagement began with discovery workshops and data audits to assess existing systems, campaign workflows, and governance structures. Based on these insights, JTF designed a unified Salesforce-Marketo architecture to consolidate data, maintain brand autonomy, and ensure consistent campaign execution.


Foundational assessment and data model design for a unified CRM

Consolidation of legacy data from Mailchimp and HubSpot with deduplication logic

Structured configuration of per-business communication limits and preference centers in Marketo Engage

Alignment of over 50 new preference and subscription fields in Salesforce to enable synchronized data governance

Rebuild of campaign governance and updates to existing programs to ensure seamless transition

Full technical enablement including branded domains, SPF/DKIM records, and Munchkin web tracking for behavioral data capture

And more:

  • Supported initial campaign execution on the new consolidated infrastructure to meet the commercial timeline for activating newly acquired SDX
  • Provided hands-on guidance from JTF’s Marketo Champions and solution architects to advise on multi-brand configuration and execution within Marketo Engage
  • Ensured business continuity during the transition by assisting with early campaign deployments and validating platform readiness
  • Delivered enablement and knowledge transfer sessions for DCD’s marketing and BI teams

The Results:

The consolidated MarTech ecosystem delivered immediate benefits across cost, efficiency, and governance. By replacing four legacy systems with one unified Salesforce-Marketo environment, DCD achieved significant cost savings through license and operational consolidation. The new setup enabled faster campaign delivery, improved compliance with GDPR, and provided clear visibility of marketing performance across all business units.

Financial: £70k annual cost reduction.

Efficiency: Faster campaign delivery and unified reporting.

Governance: Sub-1% unsubscribe rate and full GDPR compliance.

3 Systems

Legacy platforms (Marketo, Mailchimp, HubSpot) consolidated into one unified ecosystem.

5 Business Units

DCD, DCD Academy, SDX, DCN, and Yotta integrated into a single governed environment.

£70,000

Annual savings achieved through license reduction and operational consolidation.

Key early outcomes include:

  • £70K annual cost reduction through license consolidation and process efficiency.
  • Significant reduction in time to launch new campaigns.
  • Total improvement in marketing data accuracy and reporting consistency.
  • Enhanced compliance with GDPR and international opt-in standards.

“The JTF team brought clarity and control to a complex consolidation project, enabling us to manage multiple brands efficiently within a single platform.” — Data & BI Director, Data Center Dynamics Ltd

Data & Analytics

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