Engagement History Dashboards are intuitive reporting tools so that marketers and sales reps can explore and develop the data that is being collected.

Sales and marketing are two distinct areas of a company that need to work together. If they don’t work together, it can be, at best, a disorganised mess that causes problems further on down the line. At worst, a lack of synergy can mean an immediate impact on your bottom line. So let’s get into these tactics YOU can implement using Pardot sales dashboard.

An example of Pardot’s Engagement History Dashboard. You can see the engagement history and the account detail with the statistics that can be shown.

Thankfully, there are ways around this problem. With Pardot, there is one particular aspect that works ridiculously hard to ensure that the perfect synergy between sales and marketing is always present.

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The Sales And History Dashboard

Talk to any sales department for long enough. Unless they’ve been on top of things, pretty soon the grumbling will begin. A sales team can be as proactive as they want to be, but if they aren’t talking to marketing, opportunities will be missed.

The same goes for the marketing team. Unless they are building up qualified leads for sales, they look bad. And this could mean a lack of confidence in that team.

The Pardot dashboard allows the two teams to communicate and act upon information each group generates. And it does this seamlessly, which means there is no lag time between interactions and engagements customers make due to marketing and the subsequent actions that sales can make.

Follow Up

Sales need to follow upon nurtured leads created by marketing. However, this is not always as easy as it sounds. If a marketing team spends months nurturing and preparing a highly engaged point, it needs reliable follow up.

With the Pardot dashboard, this is easy. A sales team simply looks at campaigns generated and maintained by marketing, the details of which are on the panel. Sales can look at engagement. Simply identify the prospects that have engaged actively with campaigns delivered by marketing. The dashboard brings a wealth of information, too, so sales know the nature of the engagement. This has a clear idea of the potential the participation can bring. Because the dashboard chronicles all meetings and highlights the interactions and the stage of the buyer’s journey a prospect is on. It’s easy for sales to pick up an opportunity and move towards finalising a purchase—a brilliant tactic you can implement using Pardot sales dashboard.

Easier Collation

While ‘easier collation’ may not immediately sound like the most thrilling part of a sales team’s work, when you drill down into what it means on Pardot, it’s obvious why it’s a big deal.

The Pardot dashboard allows sales teams to identify a date or time window, and then pull up all prospects that have engaged with marketing campaigns during that period. Not only that, but it also allows sales to see what kind of interactions have been taking place.

When that is carried out over several time windows and campaigns, it’s clear how it’s much easier to furnish sales work with incredibly valuable data that helps to prioritise and inform secure and focused follow up.

Not Just Sales Either

Marketing teams are well-placed with the dashboard because it allows them to guide campaigns over time, as well as at the right time.

With the Engagement History Dashboard, it is not difficult for marketers to see trends in engagement history. To ensure that further campaigns are pitched in the same period. A simple example would be the holidays when marketing teams see engagement spike at certain times of the year. They will be able to use the same campaign approaches and therefore gain more ROI.

The Long Game

Marketing and sales cannot exist without each other. One of the best things to come out of focused dashboard use is the ability to see, at a glance, how marketing is impacting upon sales.

That big marketing push that was a bit of a gamble a few weeks ago? Sales (and leadership, for that matter) can see at a glance whether or not it had the impact that was required.

It Just Works

Sales and marketing should be tight, should be best friends. This can happen with a focused use of analytics. The Pardot dashboard is all about making everything as seamless and hassle-free as possible. The synergy between the two departments that have the most significant impact on bottom lines is the best thing that can happen to a company. Both teams have more tools at their disposal with the dashboard. These are just some of the tactics YOU can implement using Pardot sales dashboard.

Want to read more on Salesforce? Take a look at a couple of our instalments on Salesforce ‘The Best Journey Builder Best Practises’ or What Is Email Studio In Salesforce Marketing Cloud