How Do You Use Pardot Dashboards to Run Revenue Marketing?
Turn Engagement Studio activity, email performance, and campaign influence into one source of truth. Use Pardot dashboards to see what’s working, fix what’s not, and keep marketing, sales, and leadership aligned on pipeline and revenue.
Pardot dashboards help you move from siloed email and form reports to live views of your entire revenue engine. You use them to track key journeys (visitor → prospect → MQL → SQL → opportunity → revenue), monitor channel performance, and spot issues early—like low MQL quality, slow follow-up, or stalled opportunities. Start by defining the questions you need to answer (for example, “Which campaigns create pipeline?” or “Where do MQLs stall?”), then configure Pardot and Salesforce campaigns, connect data, and build dashboards that marketing, sales, and executives can review on a weekly and monthly rhythm.
What Can Pardot Dashboards Do for You?
A Practical Playbook for Using Pardot Dashboards
You don’t need dozens of reports. You need a small set of dashboards that answer the same questions every week: Where is demand coming from? Are MQLs converting? Which campaigns are driving pipeline and revenue?
Define → Configure → Connect → Build → Review → Optimize
- Define the questions first: Agree on the decisions you want to make from dashboards—budget allocation, campaign prioritization, sales coverage, and SLA enforcement.
- Configure campaigns and tracking: Standardize campaign naming, member statuses, UTMs, and forms so Pardot and Salesforce can roll data up consistently.
- Connect Pardot to Salesforce: Ensure leads, contacts, and opportunities sync correctly; validate that key lifecycle fields and campaign IDs are available for dashboard filters.
- Build a core dashboard set: Start with an Executive Revenue dashboard, a Demand Generation dashboard, and a Sales Follow-Up dashboard before you add anything else.
- Schedule reviews: Use a weekly 30-minute huddle to review leading indicators (engagement, new MQLs, follow-up speed) and a monthly review for pipeline and revenue.
- Optimize and iterate: When a tile looks “off,” drill down to specific campaigns and assets. Test new offers, refresh underperforming nurtures, and retire low-value activities.
Pardot Dashboard Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Data Quality | Inconsistent fields, duplicates, missing campaign data | Standardized fields, clean lists, reliable campaign member statuses | Marketing Ops / RevOps | Match Rate, Duplicate Rate |
| Lifecycle Reporting | Email and form reports only | Visitor→Prospect→MQL→SQL→Opportunity→Revenue view with conversion rates | Marketing Ops | Stage Conversion %, Velocity |
| Campaign Performance | One-off campaign snapshots | Unified dashboards with filters by segment, region, industry, and product | Demand Gen | Pipeline & Revenue per Campaign |
| Sales Alignment | No visibility into follow-up | Dashboards for speed-to-lead, task completion, and meeting creation | Sales Leadership | Speed-to-Contact, Meeting Rate |
| Attribution | Last-click or email opens | Multi-touch views with sourced and influenced pipeline and revenue | Analytics / RevOps | Sourced & Influenced Pipeline |
| Executive Visibility | Manual slide decks each quarter | Always-on executive dashboard for demand, pipeline, and revenue | CMO / CRO | ROMI, Revenue from Marketing |
Client Snapshot: From Disconnected Reports to a Single Pardot View
A B2B technology company had Pardot in place but relied on exports and spreadsheets to explain marketing’s impact. By standardizing campaigns, cleaning data, and rolling Pardot metrics into Salesforce dashboards, they created a single view of MQLs, pipeline, and revenue. Dashboards now drive monthly budget decisions and weekly sales huddles.
When your Pardot dashboards are built around lifecycle stages, campaigns, and revenue, they stop being “reports” and become the operating system for your revenue team.
Frequently Asked Questions About Pardot Dashboards
Turn Pardot Dashboards Into a Revenue Command Center
Connect your Pardot and Salesforce data, standardize campaigns, and build dashboards that clearly show how marketing creates pipeline and revenue.
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