The document discusses three methods to measure marketing pipeline health using Pardot, Salesforce, and Wave reports. It highlights limitations in how prospects can be associated with campaigns, the non-customizability of certain reports, and challenges in reporting on activities not stored in Salesforce. It emphasizes the importance of understanding campaign performance and pipeline health through available reporting tools.

1. Three ways to measure your marketing
pipeline health

2. Who Am I
Certified Pardot and Salesforce
Consultant with experience in
implementing Pardot for small and
global companies.
Wave master class trained and
have build complex dashboards for
varieties of companies.

3. Problem Statement
Prospects can only be associated to
one Pardot campaign, but multiple
Salesforce campaigns.
Pardot activities are not stored in
Salesforce.
So how do we get insight the
marketing pipeline?
Answer: Pardot, Salesforce, Wave

4. Pardot Reports

5. Pipeline in Pardot
Pardot Life Cycle Report
Gives a quick overview of the marketing to
sales funnel.
- Is not customizable, what you see is what you get
- If Salesforce campaigns are used you might
make a direct assignment to Salesforce, hence
MQL is incorrect.

6. Pipeline in Pardot
Pardot Campaign Performance
Report
Gives a quick overview of the Pardot
campaign’s performance
- Is not customizable, what you see is what you get
- Only shows the first touch point campaign
performance
- If Salesforce campaigns are used you might
make a direct assignment to Salesforce, hence
Prospect vs. Assigned is incorrect.

7. Salesforce Reports

8. Pipeline in Salesforce
Salesforce Pipeline Health
Dashboard
Create your own reports and add them to a
Dashboard. Report details is accessible
through a single click.
- Lead Conversion reports with campaign
- Campaign report with opportunities
- Only 3 objects can be combined, so sometimes
you hit limitations –oppty, contact roles, contact,
scoring category
- Activities are not stored in Salesforce and cannot
be reported on; how well does a specific landing
page perform?

9. Pipeline in Salesforce
Salesforce Pipeline Health
Dashboard
Create your own reports and add them to a
Dashboard. Report details is accessible
through a single click.
- Lead Conversion reports with campaign
- Campaign report with opportunities
- Only 3 objects can be combined, so sometimes
you hit limitations –oppty, contact roles, contact,
scoring category
- Activities are not stored in Salesforce and cannot
be reported on; how well does a specific landing
page perform?

10. Wave Reports

11. Pipeline in Wave

12. Pipeline in Wave
Drill down
on the fly…

13. Pipeline in Wave

14. Pipeline in Wave

15. rikke.hovgaard@makepositive.com
+44 (0) 20 7960 4197
www.makepositive.com