Salesforce Engage: Ideal Link Between Marketing and Sales

The cohesion between the marketing and sales teams is vital in the business world as it allows concerted efforts, speeding up sales cycles, and optimizing the rate of return on investment. This is not always achieved efficiently, potentially causing lost opportunities, useless efforts in unproductive prospects, and tension between both departments.

To avoid these negative effects, Salesforce introduced a valuable tool in 2015 that is used by more than 1,500 companies. This tool is called Salesforce Engage, a collaborative link between the Pardot and Salesforce platforms, which enables a fully integrated and satisfying experience for both external and internal customers.

What is Salesforce Engage?

Salesforce Engage is a relatively simple add-on to simultaneously manage the technological capabilities of Pardot and Salesforce. Using this, the marketing team can create content in Pardot for the sales team. The sales executives can then access this content from Salesforce Engage. It is an easily understandable concept; however, there is more to it.

Salesforce Engage is part of the marketing philosophy focused on creating holistic, omnichannel, and integrated customer experiences. In this scenario, Salesforce Engage bridges the gap between the marketing and sales teams, while coordinating their efforts to make sales and build smarter relationships.

The Marketing department uses Salesforce Engage to create content in Pardot that can be shared with sales representatives, such as email templates, reports, etc. Sales can then leverage this information to directly target the highest marketing-qualified prospects, contact them at the best time, track messaging effectiveness, make sound data-driven decisions, and close deals faster. All from the Salesforce platform.

How to Get the Sales Team to Use Salesforce

Salesforce is a strategic tool for the growth and evolution of companies, but if it is not used to its maximum capability, it may lose its value. How to get the sales team to use Salesforce can become a real headache if you don’t know how to manage it well.


Salesforce Engage Components and Features

At this point, you have to wonder how Salesforce Engage achieves this alignment between the marketing and sales teams. Well, it is achieved through an efficient set of components and features that we detail below:


Salesforce Engage - Components

Engage Campaigns: Takes email marketing to the next level. Through this functionality, the sales team will be able to use email templates and personalized content from the Salesforce platform itself, both from Gmail and from Outlook. Relevant, marketing-approved emails will be sent to single leads (1:1) and multiple contacts (1:many).

It is also possible to specify regions within the emails, which makes it easier to comply with legal requirements and that the message is delivered at the right time. With the “Send on behalf of” option, sales reps can even send on behalf of another user who can be the owner, contact, or owner of the account.

Salesforce Engage Campaigns
Source: Trailhead.

Engage Reports: Tracks loyalty campaigns and determines their effectiveness. Loyalty reports show full delivery details, clicks/unique clicks, and opens/unique opens. This makes it easy for both sales and marketing teams to have performance charts and visualize campaign metrics to represent which emails, templates, and content produce the most engagement in a given period. In this way, sales and marketing teams can make more accurate decisions for future campaigns.

Salesforce Engage Reports
Source: Trailhead.

Engage Alerts: Enables the ability to view lead activity in real time and get data on both prospects and lead activity over the last four days. It will also reveal the content that has the most motivated prospects and the most ideal times to communicate with them, making it easy to reach the prospect with the right message at the right time. In this way, the Sales team can configure Engage Alerts to notify when a prospect has a key interaction or action with the company in real time; thus streamlining the sales processes.

Salesforce Engage Alerts
Source: Trailhead.

Engage for Gmail and Outlook: Offers an extension operable from Gmail and Outlook to send trackable emails without leaving these platforms. Sales reps can also track both opens and clicks while also being able to insert spreadsheets directly. Additionally, the add-on automatically records all email interactions in Pardot and Salesforce, eliminating the risk of missing key information. Since the content is pre-approved by marketing, the emails become a trackable, correctly formatted, and effective form of communication.

Salesforce Engage for Gmail and Outlook
Source: Trailhead.


Easy Prospect Filtering: Enables sales agents to group and filter prospects based on data collected and stored in Pardot that they would otherwise not be able to access. Grouping and filtering is done through three levels:

  • Assignment: ​​Assigned leads or visitors who do not have a Salesforce Lead/Contact record.
  • Activity: It is a filter based on any of the nine activities available in Pardot, such as form submissions and event registration.
  • Geographic: Filter according to the location of the contact, either by one or several countries or even at the regional level. This way, the sales rep will have separate lists which they can use to send relevant and timely messages to the target audience. This will help the sales rep fulfill their role more efficiently and with a higher success rate.
Salesforce Engage - Filtering
Source: Trailhead.

Consistent Branding: Makes it easy to brand consistently across all email communications. Marketing and sales teams have access to the same marketing-approved templates and content for campaigns. This way, sales agents do not have to resort to designing these communications themselves and the collaboration of efforts between both teams is enhanced.

Deeper Insights into Prospect Activity: Salesforce Engage gives sales agents a view into Pardot data. This provides insight into potential customers’ activities, preferences, interactions, and behaviors (page views, downloads, clicks); giving Sales an additional layer of insight.

Organized user interface: The user interface is designed to capture the essentials at a glance. Lead information is reflected in a card-based column view through an intuitive layout using Engage Alerts. These columns can be filtered according to specific criteria in order to display activity data for each client and analyze them to optimize their loyalty. Alert cards are organized by lead and based on added filters, showing the most recent at the top. The icons are simple, making it easy to label different types of interactions and easily recognize them.

Mobile Access for On-The-Go: Salesforce Engage is available for mobile devices through the Salesforce mobile app. This allows sales representatives to access information from any location on their smartphone or tablet. They will be able to see up to 100 activities of their prospects in the last 4 days. Additionally, they can apply different filters, add prospects to mailing lists to nurture campaigns, and respond right at the time of the engagement alert.

Requires little training: The tool is easy and intuitive, so it requires very little training for sales users to handle it. Even so, quick tutorials on its main functionalities can be used. It is recommended that a Salesforce Administrator and Pardot Specialist work together to implement this tool.

How to access Salesforce Engage?

Salesforce Engage is a paid add-on for Pardot; therefore, it is necessary to purchase Pardot prior to implementing Salesforce Engage. Pardot includes some specific functionalities that are only relevant to Engage, so it requires an additional license to use them. These licenses are issued as one per person and priced at 50 USD/user/month (paid annually).

Ultimately, Salesforce Engage acts as a bridge between the marketers in Pardot and the sales reps in Salesforce. For this reason, it is an extremely useful tool that is used to achieve well-coordinated teamwork that optimizes customer commitment and satisfaction throughout the purchase process. Want to learn more about using Salesforce and Pardot for marketing and sales alignment? At SkyPlanner, we can build this bridge with you, quickly and effectively. Write to us at

Trusted by great companies.

From start-ups to Fortune 500s, we help businesses of all sizes get the most out of their Salesforce experience.

Green Building Initiative
Banco Sabadell
Norwegian Cruise Line
Larkin Community Hospital
Discovery Channel

What people are saying

Five starts

Five stars on customer satisfaction and Salesforce appexchange ratings.

"Excellent Consultants. During the training I received by the SkyPlanner team, I was lucky to better understand the powerful capabilities of They were very effective, straight-to-the-point, and with a solid knowledge of the CRM and the platform. Definitively they showed us how to streamline the business process within our company. Great group of people spreading valuable knowledge to make businesses grow. I highly recommend them."

Ramiro Allen — Chief Software Engineer @ TurboPay Limited

"Excellent partner! We have been working with SkyPlanner for almost one year now. It has been a pleasure working with their team. If it wasn't for them we would have not been able to go-live with our platform when we did. They understood our needs and were not only able to execute but guide us in our decisions. We continue using them for our on-going projects. They have a deep understanding of the overall platform. Their team is always ready, willing and able to help."

Ivan de Moya — VP Innovation Technology @ SunStreet

"SkyPlanner was professional, creative, reliable and extremely accommodating. From the onset of the project, it was clear that we had found the right partner. Our project was complex and every time we hit a roadblock, SkyPlanner was helpful in identifying and implementing a solution. Jorge Fernandez [SkyPlanner's Co-Founder & Managing Director] was our primary contact and we cannot say enough about what an asset he was in bringing our project to resolution."

Ryan Borcherds — Marketing @ Deliver Lean

"On time, on budget, great quality on every project. Whenever I get asked to recommend a partner, I do not hesitate on my reply: Go with SkyPlanner. I had the privilege to have worked with many teams over the years, none have brought to the table the enthusiasm the SkyPlanner team has. This combined with their professionalism and expertise are the reasons I ONLY recommend one partner: SkyPlanner. In every project (and we have done many) they have consistently delivered on time and on budget with significantly superior quality."

Juan Meza — Strategic Business Development Director @ Sony Electronics Inc.

"Outstanding Service! Happy to have them as our partner! SkyPlanner is by far the most experienced and reliable Salesforce partner. We almost gave up on Salesforce thanks to our previous partner, fortunately we found SkyPlanner and they came to the rescue! They took their time to understand our needs and complexity of our organization. Highly talented, professional and dedicated team. I cannot stress enough how happy we are to have them as our partner and we look forward to continue building our relationship."

Nolan Pereira — Project Manager @ BLU Products

Go to top