×
Salesforce Marketing Cloud

How Mavlers helped DodgeMiami scale 600+ journeys with Salesforce Marketing Cloud

Project Overview

Organisation

DodgeMiami (Atlantic Coast Automotive)

Industry

Automotive / Dealership Group

Location

Florida, Maryland, Virginia, Pennsylvania

Founded

2006

Scale

55 business units · Multiple franchise brands

Products / Services Used

  • Salesforce Marketing Cloud
  • Journey Builder
  • Automation Studio
  • Audience Builder
  • Einstein STO
  • CDP Integration

Atlantic Coast Automotive runs franchises across Chevrolet, Ford, Nissan, and Toyota, across five states, through multiple acquisitions, under dozens of business units. When you're that massive, your marketing issue isn't a lack of creativity, it's a breakdown in infrastructure. And infrastructure problems don't get solved with better copy.

Performance Insights

Key results for the client

600+

Customer journeys activated

55

Business units running live, personalized communications

10

Journey types deployed across the full customer lifecycle

3

Phase approach: Data → Build → Optimize

Client objectives

The obstacles blocking the progress

1.
The data couldn't be trusted

Customer records were pouring in from many sources - messy, mismatched, and totally unverified. You can't personalize marketing on dirty data. If you try, every customer journey you build will hit the wrong person, with the wrong message, at the exact wrong time.

2.
No journey architecture existed

There was zero strategy for how customer messages should flow.  No lifecycle logic, no trigger framework, nothing standardised across the group. Every business unit was doing its own rogue thing. Trying to grow in that environment requires rebuilding the foundation from scratch.

3.
The scope was enormous and the timeline wasn't flexible

The brief was to activate 10 journey types across all 55 business units simultaneously, a scope that would stress-test any team. The margin for a slow start was zero.

4.
Platform capability sitting unused

Salesforce Marketing Cloud is an absolute powerhouse. But it’s also famously underutilized because syncing Journey Builder, Automation Studio, and Audience Builder takes serious dev expertise. DodgeMiami owned the tech; they just didn't have the chops to drive it.

Mavlers Strategy

How 600+ journeys got built, launched, and kept running

Phase 1

Data hygiene & preparation

CDP audit Treasure Data SyncSFMC Pipeline

Phase 2

Journey build & automation

Journey Builder Automation Studio Audience Builder

Phase 3

Monitoring & optimization

Analytics Builder Einstein STO Iterative Tuning

‍

‍

1.
Audit first, build second

Before mapping a single customer journey, we did a massive autopsy on their existing systems, tech, and creative. It's where you find the gaps that derail a rollout three months in. The audit gave us a clean starting point and showed us exactly what to fix before turning automation on.

2.
Data cleaned at the source

Data hygiene practices were established and connected to ACA's CDP (Treasure Data), creating a structured pipeline for staging and incremental syncs into SFMC.

3.
Lifecycle journeys built for real customer moments

Ten journey types were constructed in Journey Builder. They were mapped to actual moments in the customer relationship, not generic email sequences. A first-time buyer sits in a different place than someone due for a service visit or approaching the end of a lease. Each journey was built to reflect that reality.

4.
Automation Studio took the manual work off the table

Scheduling and messaging triggers were configured across all 55 business units. The right message now fires at the right time without anyone managing it manually. For a group this size, that operational shift is noticeable. It's the difference between a marketing team running campaigns and a marketing team building strategy.

5.
Audience segmentation made the messaging relevant

With Audience Builder, we built precise segments so campaigns only reached the right buyers. Relevance is everything in automotive. Sending a tire discount to a customer with a fresh lease isn't just a waste of money, it signals that your brand doesn't know who its customers are.

6.
Einstein STO improved timing without touching the copy

Einstein Send-Time Optimisation was applied across journeys to send each message when that specific customer was most likely to engage. Based on their own behaviour, not a fixed broadcast time. Open rates improve. It's one of the highest-ROI adjustments available in SFMC and one of the most overlooked.

7.
Launch wasn't the finish line

We used Analytics Builder to track performance and optimize the customer journeys in real time. Launching the campaigns was just step one. The real growth happens during the weekly optimization work where results start compounding.

Results

What DodgeMiami achieved

600+ journeys live across 55 business units

Deployed on time, across the full group, with no critical failures. The scale of the rollout, 10 journey types, 55 locations, multiple franchise brands, made this a genuinely complex activation. Getting it done without deadline slippage is itself a meaningful result.

Engagement that moved because timing and relevance moved

Open and click-through rates improved across the board because the right person was receiving the right message at the moment they were actually receptive to it. That's what proper segmentation and STO deliver.

Conversions driven by precision, not volume

Higher-quality audience targeting meant campaigns were reaching people with relevant offers rather than broadcasting widely and hoping. The conversion lift came from doing less to more people and more to the right people.

An infrastructure that compounds

The most durable outcome isn't the 600 journeys, it's the framework underneath them. Adding a new journey, onboarding a new business unit, or adapting to a new franchise no longer means starting from scratch. The architecture is built to grow.

‍

BEFORE AFTER
0 standardised journeys 600+ live journeys 
Manual campaign management 55 units, one framework 
Broad unfiltered audiences Fully automated triggers
Siloed business units  Precise lifecycle segments 
Dirty, mismatched, unverified data  Clean CDP-synced pipeline 
SFMC owned but underused SFMC running at full capacity 

Mavlers has successfully deployed the customer journey emails and offered outstanding response times. They're talented, responsive, and a great team that always strives to achieve the end goal.

Sandra Field
Sambit Pal

Customer Retention & Martech VP

Related Case Studies

Results that speak
for them selves.

Migrating 9,000+ pages across 12 languages

Successful migration of 9,000+ pages across 12+ languages, with no critical downtime.

80% CPR reduction and 3x ROI over 6 years

Multi-channel strategy driving 50%+ monthly registration growth.

35% cost reduction while scaling SEO delivery globally

Ogilvy needed to scale SEO delivery across multiple markets without expanding headcount. Mavlers stepped in as their invisible production partner.

Mavlers Agency
contact@mavlers.agency
© Copyright 2026 Mavlers Agency. All rights reserved.
Privacy Policy