From Scattered Engagement Data to Sales-Ready Intelligence — Pardot on Salesforce

We treated this as a business alignment initiative rather than a standard Pardot setup project. We defined three priorities up front — making buying intent visible, closing the marketing-sales gap, and building a framework that could scale with the company's growing Data Center line.

We replaced instinct-based prioritization with a consistent scoring and grading model that translates prospect behavior into a clear readiness signal. We added a dedicated RFQ scoring path so request-for-quote activity is never confused with routine inquiries.

We implemented territory-based routing that assigns every lead to the right owner automatically, removing the delay and inconsistency of manual assignment. We layered in automated notifications so reps are alerted the instant a prospect's engagement crosses a meaningful threshold.

We implemented Pardot Page Actions to capture which specific pages and content were driving real interest, and built a return-visitor identification framework so repeat engagement counts as a qualification signal. We also defined a clear, shared standard for what "fully engaged" actually means.

We built Salesforce dashboards that consolidate engagement history across campaigns, accounts, leads, contacts, and opportunities in one place. We also enhanced campaign tracking and attribution so marketing leadership can see which campaigns are genuinely driving engagement.