What is a Marketing Cloud journey and how does the Sinch Omnichannel Connector for Salesforce Marketing Cloud fit in?

Sam_Williams — Mon, 12 Oct 2026 22:06:58 GMT

There are many aspects of a Marketing Cloud journey, and we encourage you to review the Journey Builder documentation. When using the Omnichannel Connector app, the most relevant components of a Marketing Cloud journey are:

The entry source of the journey
The flow control and messaging activities included in the journey.

The entry source establishes the customer information and circumstances that trigger the journey. Messaging activities can automatically send messages to those customers, and flow controls direct the customer along the paths of your communication plan based on the information provided throughout the journey.

The Omnichannel Connector app provides you with an entry source type (and corresponding data extension), messaging activity, and flow control activity that allow you to make use of the Conversation APIs functionality in your journey:

The Omni Entry entry source collects inbound messages from Conversation API callbacks. Including this entry source in your journey allows you to dynamically respond to Mobile Originated (MO) messages. Use this entry source with the Omni Flow flow control.
The Omni Flow flow control collects Conversation API-specific data from the data sources that precede it on the journey, including the Omni Entry entry source.
The Omni Channel message activity allows you to send both omni-channel and channel-specific template messages on your journey. In addition to selecting which message template to use under which circumstances, you can also configure this activity to populate template parameters dynamically using any data collected throughout the journey. Alternatively, you can use the Omni Channel message activity begin two-way conversations by using an existing data extension as your source of information.

While this article provides a high-level overview, you can visit our developer documentation for the Sinch Omnichannel Connector for Salesforce Marketing Cloud for more in-depth information and reference material.

article What is a Marketing Cloud journey and how does the Sinch Omnichannel Connector for Salesforce Marketing Cloud fit in? in Conversation API

What is a Marketing Cloud journey and how does the Sinch Omnichannel Connector for Salesforce Marketing Cloud fit in?