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Upgrade the Business with smart Lead Assignment in Pardot

A sales lead is a person or any organization that has a high possibility of turning into a customer. A lead is first identified through trade shows, emailing and various other marketing efforts. Every lead’s interest is then examined and determined to spot a potential client among the many leads.

So boiling it down, every stage in a lead’s life cycle is important for a sales and marketing executive. From the very first touchpoint of a lead till the step of conversion into a customer, every step should be given proper care and attention to ensure that business remains upgraded.


The process of Lead Assignment

The lead assignment can be understood as the system controlling traffic. The traffic(leads) are routed towards the sales representatives. The marketing team passes a marketing qualified lead to the sales team for further nurturing. Lead assignment can get little convoluted based on the organization size, number of incoming leads and number of sales reps or other factors.

How Leads are handled in a CRM

In CRM’s such as Salesforce, there are pre-defined default systems to assign the leads. A lead owner is decided for all the incoming leads. This system works well for the smaller sized companies as the size of the company grows, we can use lead assignment rules in Salesforce.

Huge brands and companies require a more complex and advanced system to tackle the incoming leads.

The Precarious Part

There is a plethora of leads which come in wide range. Some leads might not be useful for sales reps and they might require more nurturing before being sent to sales reps.

The scenario becomes even more complicated when a company is active in various locations or regions and has different sales reps for each region. In the absence of a proper lead assignment process, there can be a case when a sales rep is handling many leads at a time and some other sales rep has no leads to handle at all. Some important facts to ponder on about lead assignments:
  • Only 25% leads are legitimate and should advance to sales – Gleanster Research.
  • Sales reps make 1.3 (average) call attempts before giving up on a lead.
  • Companies with poor sales and marketing alignment have a 4% revenue decline over a year.

Thus, we see the absence of a streamlined lead assignment process can have a disastrous impact on any organization if left unnoticed. To address such a situation, we need an automated system which assigns lead based on a pre-decided criteria or set of rules.

How Pardot Comes in Picture?

Pardot is a marketing automation tool which comes loaded with many unique tools and features. It provides various marketing solutions and it also has a feature to streamline the lead assignment process.

The Pardot concept of ‘Group’ allows leads to be assigned in Round Robin fashion. Below are the steps to achieve this in Pardot:

  1. A group of various sales representatives can be made in Pardot.
  2. Now using any automation in Pardot we can assign a lead to any group based on some condition or set of rules.
  3. The lead will be automatically assigned to any sales rep present in that particular group in a Round Robin way.

Thus leveraging the Group feature of Pardot will allow even assignment of leads to the sales representatives and a definite upgrade to any business.

What’s New in Pardot?

If you have an assignment logic set up in Salesforce and don’t want to redo it in Pardot, you have a new feature that assigns prospects through the active assignment rule of You can recreate this via a landing page completion action, manual assignment and a Pardot automation rule. Pardot is pushing the record up without an assignee. It’s a nice option for customers or clients who would like to push all the prospects over to Salesforce. It lets CRM simply sort out ownership.


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