How Does Pardot Integrate with Salesforce CRM?
Connect marketing automation and Salesforce CRM so leads, campaigns, and opportunities stay in sync. Use Pardot to capture, nurture, and score demand—and let Salesforce route, convert, and close with full visibility for marketing, sales, and RevOps.
Pardot integrates with Salesforce CRM through a native, bi-directional connector. Prospects in Pardot map to Leads and Contacts in Salesforce; email, form, and page activity is written back as Engagement History; and campaign membership is unified through Salesforce Campaigns. When configured correctly, marketing can capture and qualify demand in Pardot using scoring, grading, and nurture programs, then hand off to sales with real-time sync, routing, and SLAs in Salesforce—measured all the way to pipeline and revenue.
What Actually Connects Between Pardot and Salesforce?
The Pardot + Salesforce Integration Playbook
Use this sequence to connect Pardot and Salesforce CRM, align data and processes, and turn engagement signals into measurable pipeline and revenue.
Connect → Align → Sync → Orchestrate → Enable → Measure → Govern
- Connect your orgs: Configure the Pardot–Salesforce connector, set the connector user, and validate that licenses and permissions are in place for marketing and RevOps.
- Align the data model: Map fields between Prospects, Leads, Contacts, Accounts, and Opportunities; standardize picklists, lead source, campaign member statuses, and lifecycle stages.
- Define sync rules: Decide which system wins on field conflicts, set up assignment logic, and configure business units or record types to keep regions and segments clean.
- Orchestrate lead management: Use Pardot forms, landing pages, and imports to capture demand; apply grading and scoring; then pass qualified prospects into Salesforce via automation rules and completion actions.
- Enable sales with visibility: Surface Engagement History, scoring, and nurture status on Lead, Contact, and Opportunity layouts; add alerts, tasks, and list views that highlight “hot” accounts and contacts.
- Measure campaigns and pipeline: Align Pardot assets to Salesforce Campaigns; use Campaign Influence and B2BMA to track sourced and influenced pipeline, velocity, and revenue by program.
- Govern and optimize: Establish an integration council to review sync errors, data quality, lifecycle conversion rates, campaign performance, and attributions—and feed learnings back into programs and processes.
Pardot + Salesforce Integration Maturity Matrix
| Capability | From (Disconnected) | To (Integrated & Governed) | Owner | Primary KPI |
|---|---|---|---|---|
| Data & Field Mapping | Ad hoc fields; inconsistent values | Standardized field mappings and picklists across Pardot and Salesforce | RevOps/Admin | Sync Errors, Data Completeness |
| Lead Lifecycle | No shared definition of MQL/SQL | Documented lifecycle with scoring, grading, and agreed handoff rules | Marketing & Sales Leadership | MQL→SQL→Opp Conversion |
| Campaign Alignment | Email-only metrics in Pardot | Unified Salesforce Campaigns with member statuses and influence models | Marketing Ops | Sourced/Influenced Pipeline |
| Sales Visibility | Reps can’t see engagement | Engagement History, score, and nurture status on CRM records and work queues | Sales Ops | Speed-to-Lead, Follow-up Rate |
| Automation & Journeys | One-off email blasts | Always-on nurtures aligned to stages, personas, and product interests | Demand Gen | Engagement, Progression Rate |
| Analytics & Attribution | Channel clicks only | B2BMA and CRM reports aligned to opportunities, revenue, and retention | Analytics/RevOps | ROMI, Revenue Influence |
Client Snapshot: From Pardot Emails to Full-Funnel Revenue Insight
A B2B services company connected Pardot and Salesforce, standardized lifecycle stages, and rolled out Engagement History to sales. Within months, they increased MQL-to-opportunity conversion, shortened response time on hot leads, and could attribute email nurtures and webinars directly to won revenue. Explore outcomes from similar revenue marketing transformations: Comcast Business · Broadridge
When Pardot and Salesforce work as one system, marketing can design repeatable plays across the customer journey and prove impact beyond clicks—tying nurture, campaigns, and sales activity directly to pipeline, revenue, and retention.
Frequently Asked Questions about Pardot and Salesforce CRM Integration
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