Pardot Integration with Salesforce CRM for Streamlining Sales
One of Salesforce’s catchphrases is, “Clicks — not code.” It emphasizes that you can accomplish a lot with Salesforce to provide sophisticated functionality without bespoke programming for custom apps. However, many individuals are still confused about when to employ custom development and use Salesforce clicks.
The problems faced by the two critical aspects of the business can now be dealt with via Pardot Here is how:
Problem 1: One of the key problems that exist between sales and marketing is that of misaligned cross-team communication. It is common to find the sales leads being meddled with by the marketing team. This problem arises due to a lack of communication between the two teams. While both the teams are doing the same thing – trying to increase the customer base, the team that brings the deal to a close is the sales team. If the sales “hot leads” are ignored by the marketing team, the sales team is bound to feel frustrated.
Solution: Pardot integration with Salesforce CRM can sort this out by aligning the communication between the two teams. The sales team can create their own “suppression lists” to keep their data untouched. This can be done by creating such lists in Pardot and giving them specific names like “Suppression list: Hot leads”.
When the marketing team generates customer-centric data, that data gets automatically filled into the Salesforce CRM and the sales teams can utilize the same for better targeting. Similarly, the sales team can use the specially created suppression lists which can be integrated with Pardot. When the marketing team uses the data now, the “hot leads” that were added to the suppression list remain untouched. It is a win-win for both teams.
Problem 2: Another problem faced by the sales team is the usability of the leads. Getting the wrong lead can waste precious time and cause frustration for the sales teams.
Solution: This problem can be solved by answering “what is a useful lead?” The sales team can define that in the best way. Putting them in charge of defining the kind of leads they need can make the process efficient. Once the type of leads needed is defined, the parameters can be uploaded on Pardot and the leads can be segregated by the automation software through “Grading”.
Grading is the standardization process that gives a higher grade, eg. A+, to a lead that matches all parameters listed by the sales team. A lead qualified as A+ would be the most useful. Thus, Pardot integration can speed up that trail.
Specific fields can be created in Pardot and synced by mapping with custom fields in Salesforce. This bi-directional syncing can get the sales and marketing systems talking! Pardot can also help with targeted marketing through profiling. Customers can be profiled as per their buying patterns.
By creating the same custom fields in Salesforce CRM, the data can be mapped. An exchange of data can then take place between Pardot and Salesforce CRM. In this integration, Salesforce will be the dominant system. This will enable a two-way automated communication leading to sales and marketing alignment and limited crossovers. So, go ahead with Pardot Integration with Salesforce CRM at the earliest for maximum benefit.
