Breaking down the barriers between sales and marketing department keeps every business busy. Even though using the CRM and marketing automation platform share the same purpose – increase in profits – the steps to get there can vary quite a bit. But, if the two departments don’t find a way to collaborate effectively, the repercussions can include anything from corrupt data to lost revenue.
To ensure that sales and marketing connection brings overall business benefits, we must get the CRM and marketing automation talking, freely and clearly.
Ideally, Pardot will follow the prospects through their journey with your company, picking up any signals of buyer’s behaviour and triggering its sales counterpart (CRM) to act when the prospect exhibits this behaviour.
Similarly, the CRM users will return the favour to the marketing department by sharing their insight into customers behaviour as they continue nurturing the relationship after purchase. To better understand how a free data flow between Pardot and Salesforce CRM can benefit your organisation and the ways of achieving it — read on.
How Salesforce CRM and Pardot connect
When Salesforce and Pardot unite, the data can securely move between the platforms every two minutes, via the Salesforce Connector. In essence, this means that when you update a relevant record in Salesforce, Pardot will pick it up and sync automatically. The same rule will work the other way, as the connection is bidirectional.
We have previously talked about how Pardot supports the sales reps, so now we want to address how the CRM data can help the marketing department boost their efforts.