How Do You Configure Lead Grading in Pardot?
Use Pardot lead grading to qualify fit—not just activity—so Sales focuses on the right people. Align grading to your ideal customer profile, automate grade changes, and connect grades to MQL and routing rules in Salesforce.
To configure lead grading in Pardot, you first define your ideal customer profile (ICP), then create one or more grading profiles that capture the firmographic, demographic, and BANT-style traits that matter most. Each criterion (such as industry, company size, job title, or region) adjusts a prospect’s grade up or down using automation rules, completion actions, and dynamic lists. Over time, you refine grades based on conversion rates and Sales feedback so that a grade like A or B consistently signals “worth Sales time,” while C/D grades stay in nurture.
What You Need Before Turning on Pardot Lead Grading
Step-by-Step: Configuring Lead Grading in Pardot
Use this practical sequence to move from “everyone looks the same” to a governed grading model where A/B prospects become your default Sales priority—and C/D prospects stay in nurture until they’re ready.
Define Your ICP → Design Grading Profile → Configure Automation → Test → Launch → Optimize
- Document your ICP and segments. Meet with Sales and RevOps to define the traits that predict closed-won: industries, regions, company size bands, tech stack, buyer personas, and negative segments.
- Create a grading profile in Pardot. In Pardot, create a new profile (for example, “Global ICP – Core Product”) and define the starting grade (often D) for all new prospects aligned to that profile.
- List grading criteria and weightings. For each ICP attribute (industry = target, job title includes “Director/VP,” company size 200–2,000, region in target markets), decide whether it should raise or lower the grade by +/–0.25, 0.5, or 1 letter.
- Configure automation rules and completion actions. Use Pardot automation rules, dynamic lists, and form completion actions to adjust grades when a prospect matches profile criteria (for example, “If Industry = Software → Change profile criteria to ‘Matches’ → Grade +0.5”).
- Align grading with scoring and MQL rules. In collaboration with Sales Ops, set MQL thresholds like “Score ≥ X and Grade ≥ B–” and update Salesforce assignment rules, queues, and alerts to respect those thresholds.
- Test with a pilot segment. Simulate grade changes on a sample of historic prospects to validate that A/B prospects reflect your real best deals. Review exceptions and adjust criteria before full rollout.
- Monitor conversion and refine. Track A/B/C conversion rates, time-to-first-touch, and pipeline sourced. Refine grading rules quarterly as your ICP evolves or you move up/down market.
Pardot Lead Grading Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| ICP Definition | Loose persona docs; no agreement on “good fit” | Explicit ICP criteria (industry, size, roles, regions, tech) | Marketing + Sales Leadership | Win Rate by Segment |
| Field & Data Quality | Critical fields empty or inconsistent | Mapped and normalized fields with validation and enrichment | RevOps | % Prospects with Full Profile |
| Grading Model Design | One-size-fits-all grade; manual tweaks | Profiles by segment with documented criteria and weights | Marketing Ops | A/B Share of MQLs |
| Automation & Routing | Basic scoring; everyone routed the same | MQL rules use score + grade; Salesforce routing respects grade | Sales Ops | Speed-to-Lead, Contact Rate |
| Reporting & Feedback | No visibility into grade performance | Dashboards showing conversion by grade with Sales feedback loop | RevOps / Analytics | SQL & Opportunity Rate by Grade |
| Optimization Cadence | Set-and-forget grading rules | Quarterly grading reviews and A/B tests by channel and segment | Marketing Ops | Pipeline & Revenue from A/B Grades |
Client Snapshot: From “Noisy” MQLs to Grade-Driven Focus
A B2B SaaS client using Pardot saw Sales overwhelmed by MQL volume, with many leads outside their ICP. By implementing a grading profile tied to industry, company size, and title seniority—and aligning MQL rules to score + grade—they cut MQL volume by 30% while increasing opportunity creation from A/B prospects. Sales spent less time sifting and more time engaging with the right accounts.
When you treat Pardot lead grading as a governed revenue capability—not just a feature—you get cleaner handoffs, clearer expectations with Sales, and pipeline you can reliably scale.
Frequently Asked Questions about Pardot Lead Grading
Make Pardot Lead Grading Work for Revenue
We’ll help you clarify your ICP, build grading profiles, and connect grades to MQL rules, routing, and reporting—so Sales always knows which prospects to work first.
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