Practical thinking from my work with Salesforce, platform migrations, CRM operations and AI-assisted delivery.
Rebuilding exactly what exists imports every workaround the old platform forced on you, and promotes them to requirements.
A preview tells you the template rendered. It says nothing about whether the journey fires or the right person receives it.
Schema choices made in week three determine which campaigns are possible in year two. Strategy decisions wearing technical clothes.
Subscriber status migrates easily. The evidence behind it — timestamps, source, wording, suppression — is what gets left behind.
Changing email platform resets the sending reputation a programme depends on. Authentication, warm-up, and the signals worth watching.
A migration is less about moving templates and data than protecting marketing continuity while people learn a new operating model.
The safest migration plan treats business-as-usual work as a first-class workstream, not an interruption.
AI is most useful when it speeds up framing, documentation and iteration while people still own judgement, risk and accountability.