Aligning Marketing With Sales Through Pardot & Salesforce

By November 29, 2018 No Comments

Due to Salesforce’s close marriage with Pardot, we’re dedicating an entire section into explaining how these systems speak with each other. However, please note, even if you don’t use Salesforce Sales Cloud as a CRM, our guide has a host of valuable information and best practices that will explain how you should use the tool productively. You may want to skip past this section to Custom and Default Fields in Pardot.

Why should I set up Salesforce with Pardot?

There are many reasons why you should link Salesforce with Pardot

  • Aligning your marketing and sales efforts
  • Automatically creating prospects in Salesforce who originate through Pardot
  • Mapping custom and default fields for data alignment
  • Standardizing lead qualification across the board
  • Creating persona segments within Pardot based on salesforce criteria
  • Reporting on marketing ROI through salesforce reports and dashboards
Sales & Marketing

Setting up the Salesforce Connector in Pardot

One of the first things that you will need to do to connect Salesforce to Pardot is to download and install the Salesforce-Pardot Connector in Salesforce. Please note that you only can have one connected Salesforce instance per Pardot account.

We highly recommend that you involve your development team and any of your senior salesforce admins in this process, as it can be quite difficult to connect these two systems. You should follow these steps:

  1. Install the Pardot AppExchange Package
  2. Create Salesforce Connector in Pardot
  3. Configure Salesforce layouts and views
  4. Configure Pardot
    1. Map fields
    2. Map users

Aligning your sales and marketing efforts with Pardot:

Once you have the Salesforce Pardot connector setup, you can begin to integrate your Pardot and Salesforce workflow. Having a seamless integration between Salesforce and Pardot will ensure that your Marketing and Sales teams are working in sync. Remember, the goal of aligning your sales and marketing is to enable your teams to complement each other’s efforts.

Leveraging users in Pardot:

Assigning prospects in Pardot can be a bit overwhelming for new users, we recommend that you consult Pardot’s article on Assigning Prospects as it does a fantastic job of breaking down the process.

Choosing user roles in Pardot:

There are four roles you can select for your sales and marketing teams in Pardot: Administrators, Marketing, Sales Manager and Sales. We recommend that you understand the difference between these user roles, so you choose the right role.

Mapping your Salesforce Users to your Pardot Users will ensure ownership consistency and will also allow you to send emails on behalf of the assigned User or Account Owner that is from the Salesforce database.

Also, many companies will not feel comfortable creating their Salesforce Users as Pardot User since they don’t want sales reps to have access to Pardot. The alternative to this is to create a Pardot user for that sales rep and not send them the activation email. This way, the person would be created as a Pardot user, and you would sync them to their Salesforce Username. The person would still not have access to login to Pardot, yet we are still able to assign records to them in Pardot, and they would receive those assignments in Salesforce where they live.

You can also create Salesforce Tasks within Pardot and choose the respective Pardot Users (that have been synced to their Salesforce Username) to receive that assignment on the Salesforce side.

Aligning Marketing with Sales through Pardot and Salesforce


Now that we’ve gotten through setting up your Pardot with your Salesforce, where we’ll discuss default and custom fields, and how to map them to your Salesforce.

Download the B2B Marketer’s Guide to Pardot

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