Salesforce Pardot comes in where standard structures reach their limits in the face of the new challenges of the digital era. The distinction between marketing and sales is a classic case in point. It is not always easy to neatly separate them. Because in fact, both departments in the company have to work closely with each other. So marketers and salespeople have to collaborate – each with their own goals in mind. Salesforce Pardot automates this dovetailing on a campaign basis.
Salesforce Pardot is a tool that helps companies live up to today’s challenges. At its core, Salesforce Pardot comes with lead management, marketing automation, and sales support in the B2B business environment – all integrated into a comprehensively developed CRM system. Due to the digitalization of the customer experience, it is more important than ever for salespeople to directly process leads from a marketing campaign in an end-to-end process. Salesforce Pardot can do more than just automate this process. Thanks to an integrated analysis function, Pardot also calculates a sales readiness score for each lead.
To ensure optimal dovetailing of the marketing and sales departments, Salesforce Pardot makes use of the sales funnel. To stop wildly throwing buzzwords around, let’s keep it simple.
After all, that’s what Salesforce Pardot does. Essentially, in Pardot, as in the rest of the Salesforce universe, every sales opportunity and marketing contact is located in a cycle, a funnel. The goal of the common funnel, in which leads, visitors and prospective customers are allocated, is the evaluation of each individual lead: the so-called lead qualification. Based on this, marketing can provide high-quality service to sales and initiate the entire process more successfully from the outset.
Knowing this, it should be obvious that implementing Pardot is well worthwhile!
We’ve already briefly touched on the “Sales Readiness Score”, but it deserves a special mention here. Salesforce Pardot uses two metrics for lead qualification: point value and score.
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