Most fields in Pardot sync with the CRM you are using. The following looks at various elements of Pardot and their relationship when integrating with salesforce.com, SugarCRM, NetSuite CRM, or Microsoft Dynamics CRM.

Default Pardot Prospect Fields

Default prospect fields automatically map into the CRM once the connector is successfully established. See below for more information on how default Pardot fields map to fields in your CRM.

Custom Pardot Prospect Fields

Though you may not need all your fields to pass in to your CRM system, you can set up syncing between custom fields in your CRM and custom fields in Pardot. It is recommended that you only set up this information sharing for fields that will benefit your sales representatives, and not necessarily for fields that only apply to marketing initiatives.

In Pardot you can select the CRM Field ID when creating or editing a custom field. The field values you intend to sync with your CRM must match the available values in your CRM exactly. This includes matching up predefined values for checkbox or drop down fields.

Prospect Assignment

Once a prospect is assigned, a new lead record is created in the CRM. If the assigned record already exists in the CRM and is owned by a different user, the lead information will sync and the owner in Pardot will be changed to reflect the owner in the CRM. The CRM always wins this data syncing relationship.

If a prospect is assigned to a user in Pardot that is not a user in the CRM, the email address associated with the CRM connector will be assigned the new lead upon creation.

For Pardot accounts with a verified Salesforce connector, please visit “Integrating Assignments with Salesforce” for more information on assignment options in Salesforce as well as assignment syncing scenarios when a user does not exist in Salesforce or Pardot.

Creating Prospects

If a new prospect is created in Pardot, a record is only created in the CRM once the prospect is assigned to a user (i.e. a sales rep) in Pardot.  We will not create a new record in the CRM if there is already an existing lead or contact with the same email address.

If a new record is created in salesforce.com, SugarCRM, or Microsoft Dynamics CRM and the option to “Automatically create prospects in Pardot if they are created as a Lead or Contact” is enabled in your connector settings in Pardot, a new prospect will then be created in Pardot (assuming there was not already a prospect in Pardot with that email address).   Note: This option is not currently available for NetSuite. Additionally, it is not retroactive for salesforce.com and Microsoft Dynamics CRM (will only apply to new leads and contacts moving forward). The SugarCRM connector option is a bit more complicated and is retroactive by default (will automatically create all existing SugarCRM leads and contacts as records in Pardot. You can prevent this, which we explain here).

Opportunities

Opportunities sync from salesforce.com and SugarCRM to three types of opportunity statuses including: New Opportunity, Opportunity Won, and Opportunity Lost. Opportunities are not currently synced from Netsuite or Microsoft Dynamics CRM. You can also manually set an opportunity in Pardot by clicking “Opportunities” in the left side navigation of a prospect’s record. However, once you have set up your salesforce.com or SugarCRM connector, you cannot manually create an opportunity in Pardot. As previously stated, if there is a conflict between the two systems the CRM will always win.

Note: If you do not use opportunities in salesforce.com, opportunity syncing can be disabled by our Solutions team (it will not allow for manual opportunity creation in Pardot though). Create a ticket to request this change by navigating to pardot.com/help and clicking the Support tab on the left or the Contact Support button on the right.

Campaigns

CRM campaign syncing is currently only available for salesforce.com and SugarCRM. Pardot is able to pull SugarCRM campaigns and campaign members into our application for review and reporting. At this time there is not a way to add a prospect to a SugarCRM campaign from inside the Pardot application. Prospects can be imported into Pardot from a salesforce.com campaign and can be associated with a salesforce.com campaign and assigned a particular status within Pardot.

There is also a Pardot campaign field that can be added to your leads and contacts to pull in the Pardot campaign values on those records.  Note: Pardot campaigns are different from CRM campaigns.  More details are available in Campaigns.

Email Activity

For salesforce.com and SugarCRM, Pardot will log an email in the activity section of the CRM record when sending out a list email or a one-to-one email using the Pardot plugin. Email syncing (for list emails or plug-in emails) can be turned off or on by editing your CRM connector settings.  Note: Disabling these options will not retroactively remove emails that have already been pushed to the activity section in the CRM.

Accounts

Pardot syncs with the account object (default and custom fields) for salesforce.com, SugarCRM, and Microsoft Dynamics CRM.