Migrations
Upgrading your marketing stack can be daunting.
It needn't be.
Moving to a new marketing platform? Celerity's consultants and engineers run end-to-end migrations across the MarTech landscape — from legacy or in-house systems to whichever modern platform fits your business, and between enterprise platforms where the fit has changed.
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We use a proven methodology to protect data integrity, minimize business disruption and accelerate your time-to-value. We handle the technical complexity so your team can get real value from the new platform from day one. Let's make your migration seamless and successful.
MOVE METHODOLOGY
Turning a MarTech migration into measurable value
Most migrations quietly rebuild yesterday's marketing in a newer platform. MOVE is how we make sure yours doesn't.
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Before anyone rebuilds a campaign, journey or integration, we agree what to keep, what to improve, what to introduce, and what measurable value the change should deliver. The output is a client-approved Statement of Direction that keeps business objectives, technology decisions and delivery priorities aligned from kick-off to go-live.
M
Map
Understand where you are, and where you need to go.
O
Optimize
Don't migrate the limitations of the old world.
V
Value
Define what better is actually worth.
E
Enable
Turn the strategy into an executable migration.
What do we have today, what isn't working, and where does the business want to go?
We map campaigns, journeys, channels, data, integrations, operating processes and pain points as they stand — then set them against your wider marketing strategy and business objectives.
If we're rebuilding it anyway, how should we make it better?
We actively challenge lift-and-shift. Every campaign and process is reviewed against what the new platform makes possible: additional channels, richer segmentation, deeper personalization, better testing, automation, AI and cleaner integrations.
If we make this change, what measurable difference should it make?
Every significant optimization is tied to an outcome with a baseline and a target measure.
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Revenue, conversion, engagement, campaign velocity, personalization, CLTV
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Manual effort, production time, support load, opt-outs, errors, risk, technical debt
How do we turn the agreed future state into a successful implementation?
Priorities, requirements, dependencies, governance and value objectives become direct inputs to the implementation plan — so architecture, build and execution start at pace, without reopening fundamental strategic questions.
What you hold at the end of MOVE
A single client-approved Statement of Direction, signed off by your stakeholders before build begins. It is the reference point the whole migration is measured against.
Direction
Findings
Value
Delivery
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Migration mission and Statement of Direction
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Business and marketing objectives
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Migration principles
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Current-state findings
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Capabilities to retain, retire, redesign or introduce
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Campaign and journey optimization opportunities
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Value hypotheses and KPIs
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Baseline to target measurements
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Process and operating-model improvements
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Prioritized migration roadmap
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Technology and integration implications
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Implementation guardrails and governance
MOVE changes the question from "How do we migrate what we have?"
to "What should we build for where we're going?"
The result isn't simply a new MarTech environment. It's a more connected, efficient and effective marketing operation that keeps delivering value long after go-live.
Get Ready for AJO
Email remains a cornerstone of customer engagement, yet legacy email service providers (ESPs) often limit an organization’s ability to innovate and scale that engagement. Adobe Journey Optimizer offers a modern solution.
Read Celerity and Adobe's expert guide to organizational readiness for AJO.
Get to V8 faster with a free Instance Overview
Contemplating migrating to Adobe Campaign V8 from V7? Celerity's Instance Overview tool gives you a birds eye view of what your existing V7 environment looks like, providing you with valuable data to make your migration experience as seamless as possible.