Opportunities in Pardot


Opportunities allow a company to determine the revenue or pending revenue from sales of a product. In Pardot, there are three ways opportunities (listed below) can be synced with a prospect in the system. Pardot uses won opportunities to determine Return on Investment (ROI) for the campaign the prospect is associated with. There are three stages of a prospect’s opportunity: Open, Closed-Won or Closed-Lost.

A couple items occur with opportunities in Pardot:

  • A created or lost opportunity will result in a change in the prospects score.
  • We will make a note in the prospect’s activity record

Opportunity Syncing with salesforce.com and SugarCRM

Currently we can only sync opportunities with salesforce.com and SugarCRM via the CRM connector. In salesforce.com and SugarCRM, if there is a contact(s) associated with an opportunity and that prospect(s) is in Pardot as well, we will create the opportunity in Pardot and link it to that prospect(s).  An opportunity’s campaign will be set by the campaign of the first prospect associated with that opportunity.

We cannot sync CRM opportunities that are exclusively associated with an account to Pardot. CRM opportunities must be tied to an email address in order for it to be created in Pardot.

We will not create a new opportunity for each prospect in Pardot that correlates to each contact associated with the opportunity in the CRM. Setting a Primary Contact for the opportunity in salesforce.com or SugarCRM is not required.

If any of the information or state of the opportunity changes, Pardot will capture the change. If the opportunity becomes a Won or Lost Opportunity, we will at that point make the necessary changes in the prospects record.

We currently do not have the ability to sync opportunities via the connector with NetSuite or Microsoft Dynamics CRM.

Note: Once the connector is established between Pardot and salesforce.com, we will retroactively bring in all old opportunities. You may see numerous prospects with higher/lower scores soon after creating the connector.

Opportunity Field Name in Pardot Opportunity Field Id in salesforce.com Opportunity Field Id in SugarCRM
Opportunity Name Name name
Created CreatedDate date_entered
Value amount amount_usdollar
Probability probability probability
Stage StageName sales_stage
Type type opportunity_type
Updated At LastModifiedDate date_modified
Deleted IsDeleted deleted

Stage and Status fields


  • The Stage and Status fields in Pardot are both controlled by the Stage field in salesforce.com. When a salesforce.com opportunity stage is set to “Closed-won” the Stage in Pardot will be “Closed-won” and the Status will be “Won.” When a salesforce.com opportunity stage is set to “closed-lost” the Stage in Pardot will be “Closed-lost” and the Status will be “Lost.” For any other salesforce.com stage, Pardot will match the Stage and Status will be set to “Open.”


  • The Stage and Status fields in Pardot are controlled by the respective Sales stage and probability fields in SugarCRM. Pardot will match its Stage to whichever value is set for Sales stage in SugarCRM. When Probability is set to 0 in SugarCRM, Pardot Status will be set to “Lost.” When Probability is set to a value between 1-99 in SugarCRM, Pardot Status will be set to “Open.” When Probability is set to 100 in Sugar CRM, Pardot Status will be set to “Won.”

Import Opportunities

Importing opportunities allows you to easily import a CSV file of new opportunities or perform a mass update of existing opportunities in Pardot. This feature is available to accounts without the SugarCRM connector or the salesforce.com connector. For more information, see the Import Opportunities article.

Manually Creating Opportunities in Pardot

Opportunities can also be created directly in the Pardot system if you do not have a connector with salesforce.com or SugarCRM. This will allow you to have the same functionality as the other options, but the ability to stay in the Pardot interface.

  1. Find the prospect you wish to create the opportunity for. Open this prospect’s profile in Pardot.
  2. Once viewing the prospect record, mouse over “Prospects” and select “Opportunities” from the main navigation.
  3. In the Opportunity screen, click on the option to ‘+Add Opportunity’.


  • Name is an internal reference to the opportunity. A common entry here is the company’s name.
  • Value is the monetary amount for the opportunity if it becomes a sale.
  • Probability is the percentage of probability the deal will become closed. Your sales team may have pre-defined percentages for different stages of the deal.
  • Campaign is the marketing initiative you would like to contribute the ROI to for the deal becoming won.
  • Status can be either Opportunity Created, Opportunity Won, or Opportunity Lost.
  • Type is a public view with information about the deal. A common entry here is information about the deal and what they are purchasing.
  • Stage is used to note the last activity that occured with the opportunity. For example, “Proposal Sent” could be used.
  • Created Date allows you to back-date opportunities that were created prior to importing them into Pardot.
  • Closed Date allows you to specify a closed date for opportunities.

Using the API

If you are familiar with APIs and API documentation, we have the ability to sync opportunities with Pardot via our API. More information on this is available in our developer section.

This may be the best and easiest option for clients that are not using salesforce.com as their CRM.

Note: You may need help from your IT or technical team to achieve this option.

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