Data Streams in Marketing Cloud Next: Building a Consistent Flow of CRM Data

As Marketing Cloud evolves into the Marketing Cloud Next era, one of the foundational capabilities supporting this transition is the concept of Data Streams. While the platform introduces new interfaces and experiences for marketers, the core challenge remains the same—bringing CRM data into the system in a structured and reliable way. Data Streams address that challenge by establishing a managed path for transferring Salesforce CRM data into the Marketing Cloud Next environment.

Leveraging data streams for powerful insights in a marketing cloud environment

What Are Data Streams?

A Data Stream is a connection that brings selected Salesforce CRM data(Or any other source, part of this blog I'm considering CRM) into Marketing Cloud Next. Instead of depending on manual file imports or external loading processes, Data Streams provide a controlled mechanism to ingest CRM records so they can be used inside the platform for segmentation and activation activities.

In simple terms, Data Streams serve as the ingestion layer that moves CRM data into the marketing environment.

Why Data Streams Matter

1. Consistency of Data

CRM information changes frequently—new leads, updated contact details, or status updates. Data Streams help ensure that the data available in Marketing Cloud Next reflects the latest CRM records that have been enabled for ingestion.

2. Structured Transfer

Rather than importing files field by field, Data Streams pull data based on predefined object structures. This helps maintain consistency between the CRM schema and the data available in the marketing environment.

3. Enablement for Marketing Use Cases

Once CRM data is available through Data Streams, it can be used for audience building, segmentation, and orchestration activities supported within Marketing Cloud Next.

What Data Streams Typically Bring In

Data Streams focus on Salesforce CRM objects. Commonly supported object types include:

• Leads

• Contacts

• Accounts

• Campaign Members

The availability of objects depends on what is provided within the platform’s configuration. Only selected CRM objects can be enabled, and Data Streams work within that defined scope.

How Data Streams Fit into the Data Flow

Data Streams are positioned at the earlier stage of the data lifecycle. The flow can be viewed as:

Salesforce CRM → Data Streams → Data Available in Marketing Cloud Next

Once data is ingested, it becomes available for marketing workflows that rely on CRM-driven information.

Managing Updates

When CRM data models change—for example, when new fields are added—administrators may need to update or redeploy the associated stream so the data structure remains aligned. This keeps the platform synchronized with the CRM source and avoids mismatches between fields and objects.

A Shift from Manual Handling

In earlier approaches, marketers often relied on exports, imports, or scheduled file transfers to bring CRM data into marketing tools. Data Streams reduce that dependency by providing a platform-managed method to move CRM information into Marketing Cloud Next without manual intervention.

Monitoring Data Streams

Once a Data Stream is active, monitoring becomes an important ongoing task. Administrators can review the status of each stream to confirm whether it is running as expected. Typical monitoring activities include:

• Checking stream status to verify that the connection is active

• Reviewing last update timestamps to confirm recent data intake

• Identifying any errors or interruptions that may require attention

Monitoring ensures that data availability remains consistent, particularly when marketing initiatives rely on recently updated CRM records.

How Updates Are Deployed?

When CRM data structures change—for example, when new fields are added or existing fields are modified—updates may be required so the associated Data Stream reflects the latest schema.

In such cases:

• The Data Stream may need to be updated or redeployed to align with the revised object structure

• Only the objects and fields that have been enabled remain part of the stream

• Administrators can manage updates through the platform’s interface to ensure continued compatibility

This process helps avoid mismatches between CRM data and what is accessible inside Marketing Cloud Next.

Admin Considerations

To manage Data Streams effectively, administrators should keep several practical points in mind:

1. Enable Only What Is Needed

Streams should be configured for the CRM objects that are required for marketing. This helps maintain clarity and reduces unnecessary data intake.

2. Review Status Regularly

Monitoring helps catch issues early, especially when campaign timelines depend on current CRM data.

3. Stay Aligned with CRM Changes

Any updates to CRM structures should prompt a review of the related Data Streams to determine if redeployment is necessary.

4. Maintain Governance and Access Control

Only authorized users should have access to stream configuration and updates, ensuring that data ingestion remains controlled and compliant.

A Practical Step Forward

Data Streams represent a shift from manual data handling to a more consistent and managed approach. By providing a structured path for bringing Salesforce CRM data into Marketing Cloud Next, they support marketing teams with reliable information that drives segmentation and engagement.

Best Practices

To use Data Streams effectively:

• Enable only the CRM objects that are required for marketing

• Review stream status periodically

• Align ingested fields with the segmentation needs of the business

• Update streams when CRM structures change

These steps help ensure that the data foundation supporting marketing activities remains accurate and usable.

Conclusion

Data Streams are a practical and foundational component of Marketing Cloud Next. By providing a structured path for bringing Salesforce CRM data into the platform, they support marketers with consistent, ready-to-use information. As organizations continue to build customer engagement strategies on top of CRM insights, Data Streams help ensure that the data powering those strategies is accessible and up to date.