You have Salesforce and you’re getting ready to adopt Pardot. Or, maybe you just need to keep your data organized in Salesforce alone. Either way, data cleansing is crucial to your sales success.
After all, Salesforce associates data cleaning with a 29% increase in sales opportunities!
What does bad/messy data look like? You may have duplicates that need to be merged, missing field data, and/or unverified (and potentially incorrect) data. Any of these issues can prove extremely damaging to your sales process, especially when you start syncing with marketing automation like Pardot, Marketo, or Hubspot.
Our resident Salesforce experts (we offer personalized data cleansing!) recommend completing a Salesforce audit before integrating marketing automation as well as once a year as a maintenance best practice. This ensures that your Salesforce instance is running smoothly, efficiently, and accurately for your sales team.
When cleaning your data, here are qualities to strive for*:
- The data was recorded correctly
- All relevant data was recorded
- Entities are recorded once
- The data is kept up to date
- The data agrees with itself
Some common data problems to look out for*:
Changes in data layout / data types
- Integer becomes string, fields swap positions, etc
Changes in scale / format
Temporary reversion to defaults
- Failure of a processing step
Missing and default values
- Application programs do not handle null values well
Gaps in time series
- Especially when records represent incremental changes
With all of the available services out there, choosing the appropriate one for your instance can be tricky, especially if you aren’t familiar with the services available.
That’s why we made a whitepaper of recommended services that we and our clients have used.
Get the free whitepaper today! Just fill out the form below.
*Exploratory Data Mining and Data Cleaning by Theodore Johnson
In September of 2015, I was tasked with earning a Pardot certification.
I had been working in Pardot for a few months, but still felt anxious about the Pardot certification exam itself — after all, I had heard that the exam is very challenging. With a $200 price tag for the first attempt and another $100 for each retake, a mistake can be costly.
Keep in mind that Pardot doesn’t tell you a whole lot if you fail — you don’t get to know what percentage you got correct and you don’t get to see which specific questions you answered incorrectly. You have to get 67% or more correct on the specialist exam and 70% or more correct on the consultant exam to pass. Both exams include 60 multiple-choice questions and allow you 90 minutes to complete the exam.
If you are taking the Pardot certification exam online, make sure you register to do so beforehand and read the test-taking requirements — you must have an external webcam, for example. I would also make sure you take time to set yourself up early, so you don’t feel rushed. The test-taking software made my default camera reset to my internal laptop camera — if this happens, make sure you just set it back to your webcam. There is a live support chat in the test software itself if you run into any other issues.
I took my studying very seriously, combing through any resources that the internet had to offer. Yes, the study guides that Pardot offers (specialist study guide here, consultant here) are useful, but not quite enough to cover everything, in my opinion.
As DJ Khaled, a viral inspirational speaker, would say, MAJOR ???? (key) — make sure that you go to this page (specialist/consultant) and review every section. Click on the Knowledge Base links and ensure that you are familiar with every detail, from top to bottom. Very in-depth questions from the Knowledge Base articles WILL appear on the exam. Don’t let them surprise you — don’t play yourself!
In summary, here are my major keys:
Study the designated Pardot exam study guide, but don’t limit yourself to it.
Make sure you read and study the Knowledge Base articles referenced in the study guide from TOP to BOTTOM.
Familiarize yourself with what you can see on each type of Report.
Make sure you have an external webcam if you are planning on taking the exam online.
There are many sets of flashcards that others have made — take advantage of any credible resources you can find on Google!
Lastly, don’t forget:
You can do this! Feel free to tweet us when you pass the exam using @cloudontap and we will be happy to celebrate your success with you! ????
Sara McNamara is a Salesforce Pardot Project Implementation Coordinator at Cloud on Tap. She has a special place in her heart for marketing automation, cats, and people who don’t call her about something that could have been a text.