Salesforce CRT-550 - Salesforce Certified Marketing Cloud Consultant Exam (SP25)

The _Click data view in Marketing Cloud stores information about link clicks for up to six months. By writing and executing a SQL query against this data view in Automation Studio, the customer can accurately identify subscribers who have clicked on any links within the specified timeframe.​

The correct answers are A, C, and D, because:

When planning the number of Business Units (BUs) for a Marketing Cloud Enterprise 2.0 account, Salesforce recommends evaluating organizational structure and data/content needs carefully. Business Units help segment marketing assets, contacts, and campaigns, often aligned to brands, regions, or departments.

According to Salesforce official documentation:

"When considering the number of Business Units needed, important factors include:

Number of brands, products, or regions that require separate marketing efforts.

Requirements to separate data and content between business units (for security, branding, or operational independence).

The need for dedicated development or test environments within Marketing Cloud."

(Source: Salesforce Marketing Cloud Implementation Guide – Business Unit Planning)

Let's break it down:

✅ A. Number of brands/geographies which NTO operates

Different brands or regions often need separate BUs to manage independent marketing strategies, content, and contacts.

✅ C. If testing/development business unit(s) are required

It’s a best practice to have separate BUs for development and testing purposes to avoid interfering with live sends.

✅ D. If data/content needs to be segregated between brands/geographies

When different teams or brands should not have access to each other's customer data or assets, separate BUs ensure proper data governance and security.

Why the other options are incorrect:

❌ B. Number of Sales Cloud sandboxes:

The number of Sales Cloud sandboxes is irrelevant to how many BUs you need. BUs are for organizational segmentation, not related to sandbox environments.

❌ E. Number of Marketing Cloud users:

User count affects licensing and access management but does not drive the number of BUs needed.

Additional official note from Salesforce:

"Use Business Units to separate marketing activities by division, brand, or region. Business Units are not determined by the number of users or CRM sandboxes."

(Source: Salesforce Help - Enterprise Account Structure Overview)

Thus, the correct choices are A, C, and D.

A Scheduled Automation using a Send Activity is ideal for sending emails to a data extension that is regularly updated. This approach allows for efficient and timely sends without the overhead of journey management, making it suitable for periodic newsletters with dynamic subscriber lists.​

In Marketing Cloud, if multiple BUs need access to the same data (like Product Information), the best practice is to store and manage the data extension in the top-level (Parent) BU and share it with the Child BUs using Shared Data Extensions.

This avoids duplication, ensures consistency, and simplifies data management.

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Exact Extracts from Salesforce Documentation:

Source: Salesforce Help – Shared Data Extensions

→ "Shared Data Extensions enable parent business units to share data extensions with one or more child business units for consistent access and management."

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When a new user registers through the mobile app, and the ContactKey isn't immediately set, the MobilePush SDK assigns a temporary identifier (a GUID) to the device. This results in the creation of a new Contact in Marketing Cloud. Once the user's information is synced from Sales Cloud and the ContactKey is established, the device can be correctly associated. However, until this association occurs, the system treats the device as belonging to a separate, anonymous contact.​

Comprehensive and Detailed Explanation:

The correct answer is A — Implement two separate Marketing Cloud instances.

To fully segregate test data (sandbox) from production data with zero risk of mixing, separate instances are necessary.

Business Units (BU) would still share the same All Subscribers list — so using BUs alone is not sufficient for strict separation.

❌ Why others are wrong:

B and D: Filtering doesn’t prevent accidental cross-contamination.

C: Business Units are logical partitions, but not physical — they still share the same SubscriberKey space at the instance level.

Exact Extract from Salesforce Official Documentation:

Salesforce Help — Sandbox vs Production in Marketing Cloud:

"For true separation of test and production data in Marketing Cloud, separate instances are required. Business Units do not guarantee complete data segregation."

(Source: https://help.salesforce.com/s/articleView?id=sf.mc_es_sandbox_testing.htm )

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When configuring a sending domain for SAP (Sender Authentication Package), you need to know:

If the company allows delegation of subdomains to a third party (Marketing Cloud).

Whether they can modify the DNS entries (important for setting up SPF, DKIM, and CNAME records).

Options A and C incorrectly imply that Salesforce/Marketing Cloud will update or post files directly, but typically, DNS configuration must be done by the customer’s IT team.

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Exact Extracts from Salesforce Documentation:

Source: Salesforce Help – Domain Delegation for Marketing Cloud

→ "Delegation of subdomains to Salesforce is often required if Marketing Cloud is to manage the domain authentication setup."

Source: Salesforce Help – Sender Authentication Package DNS Requirements

→ "Customers must be able to add and manage DNS records, including TXT, CNAME, and MX records, to complete the domain branding process."

Einstein Engagement Frequency analyzes subscriber engagement and determines optimal send frequencies. By querying the Einstein Engagement Frequency data extension, you can identify subscribers who have received emails within the past 14 days and exclude them from the current send, ensuring compliance with the desired frequency cap.​CloudKettle

The best solution is to use a Triggered Send linked to a Triggered Send Data Extension. The developer can configure the API to insert data into the TSDE, and Marketing Cloud automatically sends the appropriate email without further developer involvement. Creative changes can be managed easily through Content Builder by marketers.

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Exact Extracts from Salesforce Documentation:

Source: Salesforce Help – Triggered Sends

→ "Triggered Sends enable near real-time email sending when an action occurs, using Triggered Send Data Extensions to personalize emails dynamically."

Source: Salesforce Developer Documentation – TriggeredSendDefinition

→ "Triggered Sends can be managed independently of API calls, allowing marketing teams to control email creative updates."

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To resolve the issue of new contacts not receiving SMS messages due to missing country codes in the mobile number field, the best solution is to select 'Normalize Phone Number' in Journey settings.

Normalize Phone Number: In Journey Builder’s SMS activity settings, enabling the "Normalize Phone Number" option automatically formats phone numbers to the E.164 standard (e.g., +1 for US numbers) by appending the appropriate country code based on a specified default country (in this case, the United States). This ensures that phone numbers missing a country code are correctly formatted for SMS delivery.

Why it works:

SMS providers require phone numbers in E.164 format (e.g., +12025550123 for a US number).

If the mobile number in the Salesforce Entry Data Extension lacks the country code (e.g., 2025550123), the SMS will fail to send.

Normalizing phone numbers at the journey level corrects this issue without requiring manual updates to Salesforce records.

Why the other options are incorrect:

A. Select 'US' as the sending country in SMS activity: The sending country setting in MobileConnect determines the short code or long code used for sending, not the formatting of recipient phone numbers. It does not address missing country codes in the data.

B. Format the phone field in Salesforce as +1[phonenumber]: While manually formatting phone numbers in Salesforce to include the +1 country code would work, it requires updating all existing records and implementing validation rules for new records, which is inefficient and prone to errors compared to normalization.

D. Configure the phone field in Salesforce as US locale: Setting the phone field’s locale in Salesforce affects display formatting (e.g., (202) 555-0123) but does not automatically add the +1 country code in the E.164 format required for SMS.

Exact Extract from Salesforce Documentation:

Normalize Phone Number: "When you enable Normalize Phone Number in an SMS activity, Marketing Cloud automatically formats phone numbers to include the country code based on the selected country, ensuring compliance with E.164 standards for SMS delivery."(Source: Salesforce Help - MobileConnect SMS Activity Configuration)

E.164 Format: "SMS messages require phone numbers in E.164 format, which includes the country code (e.g., +1 for the United States). Use normalization to correct improperly formatted numbers."(Source: Salesforce Help - MobileConnect Best Practices)