How Do Pardot Campaigns Align with Salesforce Campaigns?
Pardot campaigns align with Salesforce campaigns through Connected Campaigns, creating a single campaign object in Salesforce that tracks both marketing engagement and sales outcomes. This gives teams one place to plan, execute, and measure every touch.
Pardot campaigns align with Salesforce campaigns by using Salesforce campaigns as the single source of truth for all marketing efforts. With Connected Campaigns turned on, every Pardot campaign is linked to a Salesforce campaign record. Marketers build and tag emails, forms, and landing pages in Pardot, but pipeline, members, and influence are all reported from Salesforce. In simple terms, Pardot campaigns become Salesforce campaigns, so marketing and sales share the same campaign structure, members, and performance metrics.
What Changes When You Align Pardot Campaigns with Salesforce Campaigns?
A Practical Model for Aligning Pardot and Salesforce Campaigns
Use this sequence to move from legacy Pardot-only campaigns to a connected, Salesforce-led campaign model that supports clean attribution and scalable revenue marketing.
Design → Enable → Map → Tag → Train → Measure → Govern
- Design your campaign hierarchy: Define parent/child campaigns, channels, regions, and product lines in Salesforce so every initiative has a clear home.
- Enable Connected Campaigns: Turn on Connected Campaigns between Pardot and Salesforce so new campaigns are created and managed from Salesforce first.
- Map legacy Pardot campaigns: Review existing Pardot campaigns, merge or retire duplicates, and align them to the correct Salesforce campaigns.
- Tag assets consistently: Ensure emails, forms, landing pages, and Engagement Studio programs in Pardot are associated to the right connected Salesforce campaign.
- Train users on the new flow: Teach marketers to create campaigns in Salesforce, then select them in Pardot; teach sales to use campaign member status and reports.
- Measure across the funnel: Use Salesforce campaigns and B2B Marketing Analytics to track responses, MQLs, opportunities, and revenue influence from each campaign.
- Govern and optimize: Establish an owner for campaign structure, naming, and deprecation so your aligned Pardot and Salesforce campaigns stay clean as you scale.
Pardot–Salesforce Campaign Alignment Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Campaign Structure | Separate Pardot and Salesforce campaigns with inconsistent names. | Single Salesforce-led hierarchy with Connected Campaigns for all Pardot efforts. | Marketing Operations | Active Campaigns per Tier, Duplicate Rate |
| Asset Tagging | Assets linked to default or miscellaneous campaigns in Pardot. | All emails, forms, and landing pages mapped to specific connected Salesforce campaigns. | Marketing Automation | Assets with Valid Campaign, Response Volume |
| Member Management | List membership only inside Pardot. | Campaign members managed in Salesforce with statuses for invited, responded, and influenced. | RevOps | Campaign Member Data Completeness |
| Attribution & Influence | Email-level metrics without pipeline or revenue context. | Campaign Influence and B2B Marketing Analytics dashboards tied to opportunities and revenue. | Analytics / RevOps | Pipeline Influenced, Revenue Influenced |
| User Experience | Marketers create campaigns in both Pardot and Salesforce. | Campaigns created once in Salesforce and reused everywhere via Connected Campaigns. | Salesforce Admin / Marketing Ops | Campaign Creation Time, Error Rate |
| Governance & Lifecycle | Old campaigns never closed or archived. | Documented lifecycle for opening, closing, and archiving campaigns across Pardot and Salesforce. | Marketing Operations / Finance | Closed/Archived Campaign %, Report Accuracy |
Client Snapshot: Cleaning Up Campaigns for Clear Attribution
A global B2B organization ran Pardot and Salesforce campaigns separately, creating inconsistent reporting and confusion over which programs worked. After enabling Connected Campaigns, standardizing the hierarchy, and retagging key assets, they consolidated to a single campaign model and finally trusted their pipeline and revenue influence numbers. Explore how aligned campaign operations support growth: Comcast Business · Broadridge
When Pardot campaigns align with Salesforce campaigns and are governed by RM6™ revenue marketing transformation and The Loop™ customer journey, you get a clean, scalable foundation for planning, executing, and measuring every program in one place.
Frequently Asked Questions about Pardot and Salesforce Campaign Alignment
Align Pardot and Salesforce Campaigns for Clear ROI
We’ll help you design a connected campaign hierarchy, clean up legacy data, and use Pardot and Salesforce together to tell a single, trusted story about marketing’s impact on revenue.
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