How Does Pardot Support Grading Models?
Use Salesforce Pardot (Account Engagement) grading to qualify leads by fit—not just clicks. Align sales and marketing around an ideal customer profile (ICP), regional nuances, and product lines so reps see the right accounts at the right time.
Pardot supports grading models by letting you define an ideal customer profile (ICP) and then grade prospects based on profile fit—company size, industry, role, region, or tech stack—independent of behavioral score. With custom profiles, grading rules, and automation, you can: standardize “marketing qualified” fit criteria, surface A- and B-grade prospects to sales, and tune rules over time as your market and offerings evolve.
What Does Pardot Grading Actually Do?
The Pardot Grading Model Playbook
Use this sequence to move from gut-feel qualification to a governed grading model that sales trusts—and that you can optimize with data.
Define → Configure → Automate → Align → Optimize → Govern
- Define your ICP and segments: Agree with sales on what “good fit” looks like by segment—industry, company size, buying center, tech stack, and territories.
- Design the grading framework: Decide on letter grades (A–F) or fractional grades (e.g., B+) and map each to clear, documented criteria.
- Configure profiles and rules in Pardot: Create profiles, assign prospects, and build grading rules that add or subtract grade modifiers based on field values.
- Connect grading with scoring and routing: Combine grade + score in automation rules to set MQL status, assign owners, and enroll high-fit leads into sales sequences.
- Test and iterate with sales feedback: Review A/B/C grade performance, refine criteria, and tune thresholds based on opportunity creation and win rates.
- Govern and document the model: Maintain a living playbook that documents rules, edge cases, change history, and who approves updates to grading logic.
Pardot Grading Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| ICP Definition | Unwritten assumptions about “good leads” | Documented ICP by segment with firmographic and role criteria | Marketing + Sales Leadership | A/B-grade to SQL conversion |
| Data Hygiene & Enrichment | Sparse fields; inconsistent titles and industries | Standardized picklists, normalized titles, and enrichment for key grading fields | RevOps | Gradeable prospect % |
| Grading Configuration | Single, outdated profile for all prospects | Multiple profiles by segment with well-tuned grade rules | Marketing Operations | A/B-grade share of pipeline |
| Sales Alignment & Alerts | Sales ignores grade field | SLAs and alerts based on grade + score; views and queues filtered by fit | Sales Operations | Speed-to-lead for A/B-grade |
| Reporting & Optimization | Basic MQL counts | Funnel and win-rate analysis by grade, segment, and campaign | Analytics/RevOps | Win rate by grade |
| Governance | Ad hoc rule changes in the UI | Change control with documentation, testing, and scheduled reviews | Marketing Operations | Model change success (no sales disruption) |
Client Snapshot: From “Any Lead” to Accountable Grading
A B2B tech company moved from a single score-only model to combined grading and scoring in Pardot. After defining ICP segments and configuring grading rules, they: increased A/B-grade share of opportunities, cut sales time spent on low-fit leads, and improved MQL→SQL conversion. Want similar results? Explore how structured revenue marketing models drive performance: Pardot (Account Engagement) Services · Revenue Marketing Transformation
Pair Pardot grading with a broader revenue marketing operating model so ICP fit, engagement, and pipeline targets stay aligned across marketing, sales, and RevOps.
Frequently Asked Questions about Pardot Grading Models
Turn Pardot Grading into Revenue Impact
We’ll help you design, configure, and govern grading models that your sales team trusts—so more of your pipeline comes from the right accounts.
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