Marketing Cloud Account Engagement (FKA Pardot) does not automatically sync prospects to Salesforce. Leads are only synced to Salesforce once they have been assigned to a user, so you'll need to create an automation to send leads to sales once they are warm enough. If you have multiple sales development reps assigned to a single location, persona or industry you may want to implement round robin lead assignment rules. Setting up a round robin rule allows you to assign prospects evenly across your sales reps without manual intervention from your operations team.

Set up a Round Robin Lead Assignment Rule in Pardot

1. Create a group for your sales reps by going to Pardot Settings > User Management > Groups > +Add User Group. In this example, we're going to create a group for our EMEA sales development team:

2. Add users to your group by going to Pardot Settings > User Management > Users. Select your users and use the page action below to add them to your group:

3. Create an automation rule by going to Automations > Automation Rules > +Add Automation Rule. In this example, we have a field that identifies which region a prospect is in and we'll use that as our rule. For our action, we're assigning the prospect to the EMEA sales development group created in step 1.

4. Automation rules are paused after they are created. Don't forget to click Resume on the Automation Rules page once you're ready!

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Need help with lead assignment automations for your business use case? Feel free to contact us.