Carol Springer is a certified Salesforce Admin and Pardot Specialist, with twelve years of experience in Pardot, twenty years in Sales. She is the creator of the Best Selling Pardot course on Udemy, and is a senior consultant helping Marketers and Admins with Marketing Ops and Sales Ops reports. She will be discussing some of her favorite reports around Campaigns and Pardot activity, and dive into how to track your Marketing efforts to demonstrate lead source influence and ROI.

With proper data set up, Salesforce can help marketers demonstrate their contributions to the organization's bottom line and impact on sales and revenue generation, which is essential for justifying budgets and securing resources for future campaigns. By closely monitoring ROI, marketers can make data-driven decisions, optimizing their efforts by focusing on the most successful lead sources, channels, and campaigns. This simple easy to set up approach not only enhances overall marketing performance but also fosters better collaboration between marketing and sales teams, ultimately leading to more efficient lead generation and conversion processes.