Overview: Users, Roles, and Permissions in Salesforce Marketing Cloud (SFMC)

Managing users and access control in Salesforce Marketing Cloud (SFMC) is essential for security, compliance, and operational efficiency.

With multiple teams collaborating within SFMC—marketers, developers, admins, and analysts defining proper roles and permissions ensures smooth operations while protecting sensitive data.

In this guide, we'll explore what users, roles, and permissions are in SFMC, how to implement them, and best practices to follow.

Understanding Users, Roles, and Permissions in SFMC

Users

Users in SFMC represent individual that have access to the platform. Each user is assigned specific roles and permissions that determine their level of access.

Roles

Roles define a set of permissions that govern what a user can do in SFMC. SFMC provides both system-defined and custom roles.

System-Defined Roles: Predefined roles such as Admin, Marketing Cloud Viewer, Content Editor/Publisher, and Data Manager.
Custom Roles: Created to tailor permissions to specific business needs.

Permissions

Permissions control user access to various features, including email, automation, data management, and API interactions. Permissions can be granted at different levels, such as account-wide or Business Unit (BU)-specific access.

User navigation in SFMC: Under setup

How to Implement Users & Roles in SFMC

Step 1: Define User Groups

Before assigning roles, categorize users based on their function:

Admins – Full access to SFMC, including setup, configuration, and security.
Marketers – Create and manage campaigns, content, and automation workflows.
Developers – API access, custom scripting, and integration management.
Analysts – Data access for reporting and insights.

Step 2: Assign Predefined or Custom Roles

Use predefined roles if they align with your organization's requirements.
Create custom roles if specific access levels are needed.

Step 3: Enforce Business Unit (BU) Permissions

If using multiple BUs, assign access to users at the appropriate BU level.
Ensure data and content segregation based on organizational structure.

Step 4: Apply the Principle of Least Privilege (PoLP)

Grant users only the access they need.
Avoid giving admin-level access unless required.

Step 5: Enable Multi-Factor Authentication (MFA)

Enforce MFA to add an extra layer of security to user logins.
Multi-Factor Authentication (MFA) in SFMC adds an extra layer of security by requiring users to verify their identity using multiple authentication methods, such as a password and a one-time code.

Step 6: Conduct Regular Access Reviews

Periodically audit user roles and permissions.
Remove inactive or unnecessary user accounts.

Step 7: Monitor User Activities with Audit Logs

Track changes and logins using Audit Trail to detect unauthorized actions.

Best Practices for Managing Users, Roles & Permissions in SFMC

✅ Maintain a Role Assignment Document – Keep records of user roles and updates.

✅ Use API-Specific Users – Assign API permissions only to designated service accounts.

✅ Disable Unused Accounts – Remove or deactivate users who no longer require access.

✅ Limit Admin Access – Only necessary users should have admin privileges.

✅ Provide Training – Educate users on role-based access and security policies.

By implementing these strategies, organizations can enhance security, operational efficiency, and compliance in SFMC.

Conclusion

Effective management of users, roles, and permissions in Salesforce Marketing Cloud is crucial for maintaining security, ensuring compliance, and optimizing marketing operations. By following best practices such as least privilege access, regular audits, and business unit segmentation, organizations can protect sensitive data while enabling seamless collaboration across teams.

Investing in proper role management today will help prevent security risks and operational inefficiencies in the future. Take control of your SFMC access strategy now!