Unifying the Un-unifiable: Exploring Custom Unification Strategies in Data Cloud

Managing complex customer relationships is one of the most challenging aspects of Salesforce architecture, particularly when a single customer can be associated with multiple accounts and hold multiple roles—each critical for marketing segmentation. This collaborative roundtable explores how to design Data Cloud models that unify these relationships without losing flexibility or performance.

The session begins with a short framing scenario illustrating a Salesforce org with multi-account, multi-role customer relationships. Participants will then engage in an open discussion with group whiteboarding to explore architectural strategies for custom unification, identity resolution, and Data Model Object (DMO) design. Attendees will collaboratively develop a modeling solution in Data Cloud, considering implications for segmentation, activation, and cross-system alignment.

By the end of the session, participants will walk away with two visual modeling diagrams: one representing the source Salesforce org and one depicting the proposed Data Cloud solution including identity resolution. This hands-on, exploratory format is designed to surface practical patterns and shared insights that architects can apply in their own environments.