Salesforce Marketing Cloud Engineer Skills

I’ve spent a fair amount of time thinking about the skill progression/path for someone who’s doing engineering work in the Salesforce Marketing Cloud platform.

This obviously doesn’t apply to everyone working in the platform, but for those of you doing this kind of work in agencies, I think it can be a helpful guide for taking the next step. Certification tests have their place for sure, but these are what I’ve found to be the practical benchmarks.

Recruiters, hiring managers: this is what people like me do in Marketing Cloud.

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LevelCategorySubcategorySkillDescription
BeginnerEmail StudioAMPscriptBasic Syntaxdemonstrates a working knowledge of AMPscript syntax
BeginnerEmail StudioAMPscriptBasic Functionsdemonstrates a working knowledge of AMPscript functions, what they are and generally what they are used for
IntermediateEmail StudioAMPscriptPersonalization and conditionalsunderstands fault-tolerant methods for personalization and can build conditionals with multiple criteria
IntermediateEmail StudioAMPScriptDebuggingknows how to use the process of elimination and debugging output to troubleshoot AMPscript runtime errors
IntermediateEmail StudioAMPscriptLoopingcan retrieve data from a data extension outside of the send/view context and iterate through and output the results
IntermediateEmail StudioAMPscriptPayload parsingcan demonstrate how to parse a JSON or XML payload and output HTML in a loop
AdvancedEmail StudioAMPscriptAPI functionsis familiar with the SOAP Objects and Methods and how to interact with them using AMPscript
AdvancedEmail StudioAMPscriptSalesforce CRM functionscan demonstrate how to interact with SF CRM using AMPscript API functions
BeginnerEmail StudioSQLBasicsunderstands basic SQL syntax, select statements, datatypes and where clauses
BeginnerEmail StudioSQLJoins/unionsunderstands SQL data relationships and how to produce a single result from multiple data extensions
IntermediateEmail StudioSQLMarketing Cloud data modelis familiar with the system data views and their relationships and can build queries to retrieve and/or summarize subscriber and activity data
IntermediateEmail StudioSQLConversionsknows how the datatypes in SFMC match to T-SQL data types and can convert between them using cast and convert functions.
IntermediateEmail StudioSQLDate mathcan demonstrate how to efficiently select rows between two dates and can calculate past and future dates
IntermediateEmail StudioSQLConditional field valuescan demonstrate the use of case, coalesce, isnull, isnumeric, isdate to conditionally set column values
AdvancedEmail StudioSQLDeduplicating and aggregatingknows how to deduplicate rows in a data extension and the various methods for aggregating data within the constraints of SFMC
AdvancedEmail StudioSQLOptimization & Data Normalizationknows all reasons why queries can fail and can articulate how to address each one, familiar with normalized relational database models
BeginnerEmail StudioHTMLBasicsunderstands the basic anatomy of an HTML document (DOM), also containers, links and other email related elements, can manually re-indent code
IntermediateEmail StudioHTMLContainerscan build a table with multiple columns and rows and understands inline vs block-level elements
IntermediateEmail StudioEmail HTMLPlatform targetingfamiliar with how to target code for specific email platforms
IntermediateEmail StudioCSSBasicsknows how styles cascade and can code external and inline CSS to alter the appearance of HTML elements
IntermediateEmail StudioCSSMedia queriescan translate CSS media query syntax to alter HTML elements for various sized display sizes
IntermediateEmail StudioJavaScriptBasicsunderstands the general JS syntax and data structures and can implement basic HTML5 field validation
IntermediateEmail StudioJavaScriptForms and librariescan craft a basic AJAX form submission and is familiar with common JS libraries
IntermediateEmail StudioServer-side JavaScriptBasicsunderstands when to use Server-side JavaScript and what libraries are available for interacting with SFMC
AdvancedEmail StudioServer-side JavaScriptHelper functionscan retrieve Subscriber and Data Extension data using the Server-side JavaScript helper functions in the context of a CloudPage
AdvancedEmail StudioServer-side JavaScriptContent Syndicationknows how to retrieve content from outside of SFMC and store it for use in SFMC
IntermediateContact BuilderBasicsunderstands how to configure data extensions for use in Journey Builder and MobileConnect
IntermediateJourney BuilderBasicsfamiliar with the methods for starting someone on a journey and how to configure data source for decision splits
IntermediateCloudPagesHTML/CSS Basicsunderstands responsive design and coding
IntermediateCloudPagesOne-Click Unsubscribe pagescan configure a page that accepts the send context and successfully logs an unsub event and displays a confirmation message
IntermediateCloudPagesCode Resource pagescan build a code resource page that returns a JSON object to a referring page
AdvancedCloudPagesData Capture Formsknows how form posts and AJAX work in CloudPages and use the API functions to capture data in SFMC data extensions
AdvancedCloudPagesCustom Preference Centerscan build API calls with AMPscript or Server-side JavaScript to implement a custom preference center
IntermediateMobileConnectBasicsknows how to create dynamic content in MobileConnect messages
AdvancedMobileConnectScriptingcan script MobileConnect messages to read data from a data extension or write data to a data extension
IntermediateSocial StudioBasicsunderstands the basics of Social Studio and knows how to create audiences in Email Studios
IntermediateIntegrationsSales/Service CloudMarketing Cloud Connectfamiliar with how the data models are different between SFMC and SF CRM, what is created when they are integrated
IntermediateIntegrationsAPIREST/SOAP APIcan make a test API call using SOAP or REST from outside of the SFMC platform
AdvancedIntegrationsAPIConsultationhas a level of familiarity with the SFMC web services to consult with a client who is designing an API integration with SFMC
AdvancedIntegrationsAPITransactional Messaging APIcan create a transactional messaging send definition for Email and SMS and can demonstrate how to register webhooks for reporting
AdvancedIntegrationsAPIContent Block SDKknows how to configure a custom content block in an external host and integrate it into Content Builder
AdvancedIntegrationsAPICustom Journey Builder Activitycan build a custom Journey Builder activity that integrates with a third-party system
AdvancedIntegrationsGeneralEinstein Recommendationsunderstands how to configure foundational Einstein recommendations data in SFMC and can advise client teams with tracking integrations

I’d love to hear from you about this. What would you add or remove? Leave a comment below.

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