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How Mavlers Scaled Atlantic Coast Automotive's Salesforce Marketing Cloud to 600+ Customer Journeys across 55+ Business Units
Mavlers helped Atlantic Coast Automotive build a scalable SFMC framework for deploying, managing, and optimizing personalized customer journeys across a complex, multi-location dealership network—supporting 600+ journeys across 55+ business units.
Executive summary
Atlantic Coast Automotive (ACA), the automotive group behind DodgeMiami and a growing network of dealerships, wanted to expand its use of Salesforce Marketing Cloud (SFMC) by deploying customer journey programs across more than 55 business units.
The scale of the rollout introduced challenges across customer data quality, audience management, journey deployment, internal resources, and execution timelines. ACA needed a repeatable approach that could support multiple business units without rebuilding the underlying process for each deployment.
Mavlers established a scalable SFMC framework spanning Automation Studio, Journey Builder, Audience Builder, Analytics Builder, and Einstein Send Time Optimization. The team also worked closely with ACA's data team to improve data hygiene and establish staging and incremental data synchronization from Treasure Data CDP into SFMC.
The result was the successful deployment of 600+ customer journeys across 55+ business units, creating a structured foundation for lifecycle marketing across ACA's growing dealership network.
At a Glance
600+
Customer journeysdeployed
55+
Business unitssupported
10
Customer journeyprograms
5
SFMC capabilitiesleveraged
About Atlantic Coast automotive
Automotive Dealerships | United States
Atlantic Coast Automotive (ACA) is a growing automotive dealership group established in 2006, with dealerships across Florida, Maryland, Virginia, Pennsylvania, and other markets. The group operates a multi-location dealership network representing a broad portfolio of automotive brands and has expanded through acquisitions of dealership organizations and individual stores.
ACA partnered with Mavlers to strengthen its Salesforce Marketing Cloud capabilities and establish a scalable approach to customer journey deployment across its business units.
The challenge: scaling lifecycle marketing across a complex dealership network
ACA wanted to activate multiple customer journey programs across more than 55 business units within a demanding deployment timeframe. The challenge was not simply the number of journeys. Each deployment depended on reliable customer data, appropriate audience segmentation, consistent journey design, and the operational capacity to build, launch, monitor, and optimize campaigns.
Customer data was not always consistent, while journey frameworks were not yet standardized across the organization. Limited internal resources and SFMC expertise also made it difficult to manage the complete process from data preparation through deployment and ongoing optimization.
The initiative needed to:
Establish a repeatable framework for journey deployment
Improve the quality and reliability of customer data entering SFMC
Build more precise audiences across customer segments
Automate customer communications using relevant data and behavior
Improve email timing and consistency
Establish ongoing monitoring and optimization processes
ACA needed a way to scale personalized customer journeys across its dealership network without allowing data and resource constraints to slow deployment.
Building the data foundation for scalable journeys
Mavlers began by assessing ACA's existing SFMC environment, data flows, processes, and creative assets to identify gaps and define the rollout approach. A major focus was data readiness. Mavlers worked closely with ACA's data team to improve data hygiene and synchronization, establishing staging processes and incremental data transfers from Treasure Data CDP into SFMC.
Within SFMC, Automation Studio was used to automate recurring data preparation and marketing processes. This reduced manual intervention and helped ensure that the data used by audiences and journeys could be refreshed consistently. Mavlers then used Audience Builder to create more granular customer segments, giving ACA greater control over audience selection and enabling communications to be aligned more closely with customer attributes and behaviors.
Standardizing journey deployment across 55+ business units
With the data processes established, Mavlers used Journey Builderto structure and deploy ACA's customer journey programs. Rather than treating every deployment as an isolated campaign, Mavlers established repeatable processes for building and managing journeys across the dealership network. This made it easier to adapt the framework to individual business units while maintaining consistency in how journeys were built and deployed.
Einstein Send Time Optimization added another layer of personalization to email delivery, allowing send timing to be optimized based on individual customer engagement patterns. For ACA, this meant customer data could inform not only who receives a communication, but also when it should be delivered.
The result was a repeatable journey deployment model that could be applied across a distributed dealership network without treating every business unit as a separate implementation.
Managing performance beyond deployment
At this scale, launching journeys was only one part of the engagement.
Mavlers maintained oversight of Journey Builder journeys, Automation Studio workflows, data processes, and campaign activity, helping identify operational issues and opportunities for optimization. Analytics Builder provided reporting and performance visibility across deployed campaigns, allowing the team to evaluate engagement and monitor campaign performance as the programme evolved. This ongoing operating model helped ACA move beyond deployment to continuous journey management and optimization.
For ACA, the emphasis was on creating an SFMC operating model that could be maintained and optimized as the number of business units and customer journeys grew.
The business impact
The engagement gave ACA a more structured way to operate lifecycle marketing across a large and operationally complex dealership network.
Lifecycle marketing scaled across the network
ACA successfully deployed 600+ customer journeys across 55+ business units, extending automated customer communications across its dealership network.
More consistent journey execution
Repeatable processes for data preparation, audience creation, journey deployment, and monitoring created greater consistency across individual business units.
More precise customer targeting
Improved data quality and more granular audience segmentation gave ACA greater control over which customer groups entered specific communications.
More relevant email timing
Einstein Send Time Optimization enabled email delivery to be informed by individual customer engagement patterns rather than relying solely on fixed send times.
A scalable SFMC operating model
The combination of data processes, audience management, journey orchestration, reporting, and ongoing optimization gave ACA a framework that could support additional business units and lifecycle use cases as the dealership network grows.
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.
What's next for ACA's SFMC program
The journey rollout established a stronger operating foundation for ACA's Salesforce Marketing Cloud environment. With more structured data flows, audience management, and repeatable journey processes in place, the framework can support additional business units, customer segments, and lifecycle use cases as ACA's dealership network continues to expand.
The next opportunity is to build on this foundation with more personalized customer journeys, deeper use of customer data, and continued optimization of lifecycle communications.