PDS Consulting / Bundles / Demand Generation
Demand Generation Bundle
Marketing automation amplifies whatever's true about your sales-marketing handoff — it doesn't fix it. This bundle packages the Sales Cloud foundation, Salesforce Marketing Cloud (Pardot / MCAE), and the data architecture for attribution into one coordinated program, so the MQL definition is signed before any configuration begins and the attribution model is built on real journey data, not assumptions.
At a glance
- Includes
- CRM (Sales Cloud) + Salesforce Marketing Cloud (Pardot / MCAE) + Data Architecture for attribution — as one program
- Best for
- B2B sales-led companies with an active demand-gen function running on, or moving to, Salesforce
- Two flavors
- Foundation (simpler motion, decided alignment) · Enterprise (ABM, multi-region, complex attribution)
- Sponsors
- CMO + CRO co-sponsorship required — both, before kickoff, no exceptions
- Pricing
- Quote, on scope — with a transparent multi-engagement discount
Demand-gen modernization is a sales-marketing alignment problem disguised as a technology project.
The unbundled pattern is predictable. Marketing buys a Pardot implementation, configures it against a marketing-only MQL definition. Sales has a different definition — in their heads or in a separate scoring model. The handoff produces leads sales doesn't accept. Marketing complains sales isn't following up; sales complains the leads are garbage. The CMO can't defend the marketing-sourced pipeline number. The CFO loses faith in the data. The bundle exists because procuring these three things separately almost guarantees the alignment work gets skipped — and it's the alignment work that determines whether the technology does anything useful.
Does any of this sound familiar?
- You bought Pardot two years ago and mostly use it for batch email — the other 80% of the platform sits idle.
- Marketing-sourced pipeline is supposed to hit a target. You can't tell what it actually is, and you can't defend the number to the CFO.
- Sales says the leads are garbage. Marketing says sales doesn't follow up. The data doesn't tell you who's right.
- Your scoring model was set up by a contractor who left. Nobody can explain how it works or why it fires when it does.
- You have journeys running in Marketing Cloud. You don't know which ones are active, which ones are working, or which ones should be retired.
- Compliance is asking about CASL consent records. You don't have a clean answer across your CRM and your marketing platform.
Three engagements, one sales-marketing design.
Each component produces what the next one consumes — MQL definition locked before configuration, attribution model built on real journey data rather than assumptions.
Foundation
CRM Implementation
The Sales Cloud foundation — lead-to-account mapping, opportunity tracking, marketing-sourced attribution fields, sales process and stages, role-based dashboards. The data model that Marketing Cloud and attribution both depend on.
Marketing automation
Salesforce Marketing Cloud (Pardot / Account Engagement)
Scoring model, nurture journeys, forms and landing pages, sales-marketing handoff workflow, deliverability infrastructure, and compliance configuration across your jurisdictional footprint (CASL, CAN-SPAM, GDPR, CCPA). Built against a signed MQL definition — the handoff is designed before configuration begins.
Attribution
Data Architecture & Analytics
Multi-touch attribution model built on real Marketing Cloud journey data, channel-mix and pipeline-source dashboards, cohort engagement analysis. Produces a marketing-sourced pipeline metric the CMO can defend in front of the CFO — and that finance trusts.
This bundle is built on Salesforce. PDS is independent — not a reseller, with no platform partner tier — so the recommendation always serves the pipeline, not a licensing margin.
How it runs — alignment first, then configuration.
The MQL agreement is a Phase 1 deliverable signed by both sales and marketing leadership before any Marketing Cloud configuration begins. Attribution work runs after Marketing Cloud journeys are producing real data, not assumptions.
01 · Joint kickoff
Single SOW. CMO + CRO co-sponsorship locked. Marketing Cloud Readiness Sprint runs in parallel — MQL diagnostic and content audit are load-bearing outputs before any build begins.
02 · Sales Cloud live
Lead-to-account mapping, opportunity model, marketing-sourced attribution fields, and sales process design stabilize first. MQL agreement signed by CRO + CMO during this phase — the non-negotiable gate before Marketing Cloud configuration advances.
03 · Marketing Cloud live
Scoring model, nurture journeys, and sales handoff workflow go live after a soft launch through one audience segment. Deliverability validated. Attribution assessment begins as real journey data flows.
04 · Attribution live
Multi-touch attribution model finalizes against real Marketing Cloud data. Channel-mix and pipeline-source dashboards go live. Transition to Managed Operations Retainers across Sales Cloud, Marketing Cloud, and Data Governance.
Non-negotiable disciplines that apply to every engagement, regardless of flavor: MQL agreement signed by sales AND marketing leadership before Marketing Cloud configuration begins · 90-day content runway in hand before configuration finalizes · soft launch through one audience segment or journey for four to six weeks before broad launch · email deliverability validation (DKIM / SPF / DMARC, IP warming where applicable) · CASL / CAN-SPAM compliance addressed as a real workstream, not a checkbox. Two flavors, same disciplines. The Foundation flavor (simpler motion, decided sales-marketing alignment) runs Quick Start variants across all three components. The Enterprise flavor (ABM, multi-region, multi-jurisdictional compliance, advanced attribution) runs Full Implementation variants with a deeper Data Architecture program.
What the bundle delivers that separate projects don't.
- A signed MQL definition owned by both sales and marketing leadership — the single most consequential demand-gen artefact that almost never happens in unbundled procurement.
- A coherent sales-marketing handoff — workflow, SLA, disposition coding, and recycled-lead flow designed once and applied consistently across Marketing Cloud, Sales Cloud, and the reporting layer.
- Multi-touch attribution built on real journey data — not theoretical models designed before the platform is running.
- Compliance handled coherently — CASL / GDPR / CCPA configurations applied consistently across CRM consent records, Marketing Cloud opt-in tracking, and reporting suppression rules. Not three separate guesses.
- One CMO + CRO executive narrative covering demand-gen modernization end to end — one steering committee, one set of decision rights, decision latency on cross-functional questions drops.
What you're aiming at.
- A working lead scoring model with documented logic, auditable rules, and a quarterly review cadence.
- Nurture journeys with measurable performance per stage and per audience segment.
- Sales-marketing handoff with documented SLAs — response time, disposition coding, recycled-lead flow — tracked in-CRM and surfaced in joint reporting.
- A marketing-sourced pipeline metric that finance trusts.
- Reduced manual marketing-operations effort — segments self-refresh, journeys self-manage, reports don't need export-to-Excel.
Outcomes are what this bundle is built to deliver, grounded in the constituent services and the alignment discipline that ties them together. PDS has no closed bundle engagements yet — this section will be populated with measured numbers as case studies land.
Who it's for.
- B2B sales-led companies with an active demand-gen function — already running campaigns, producing content, and generating enough MQL volume for the platform to do meaningful work.
- On Salesforce already, or committed to building the Sales Cloud foundation as part of this program. The bundle is Salesforce family throughout.
- With CMO and CRO co-sponsorship confirmed before kickoff — not just CMO. Marketing Cloud non-negotiable: if CRO isn't at the table, the bundle isn't ready.
- With named champions in marketing operations and sales operations — the people who will own the handoff workflow and scoring model once the program closes.
- Often triggered by: a new CMO mandate on demand-gen modernization, a failed prior marketing automation rollout being recovered, a CFO asking for attribution the team can't produce, or compliance flagging consent management gaps.
When it's not the bundle.
- No Salesforce commitment — route to Vendor Evaluation first. This bundle doesn't work across Salesforce and HubSpot or Marketo; the handoff architecture requires one platform family.
- Pure outbound / cold-call motion without inbound marketing — marketing automation is over-tooling for a pure outbound motion.
- No content capacity — empty nurture journeys are worse than no platform. The bundle requires a 90-day content runway before Marketing Cloud configuration finalizes. No contractor relationship in place means the bundle pauses or downscopes.
- CRO not engaged — CMO sponsorship alone doesn't survive contact with the MQL handoff. Without the CRO, the bundle isn't ready to start.
- Pre-revenue or very early stage — the platform is premature at this scale. Revisit when the demand-gen motion is established.
Already running Salesforce CRM and Pardot but the handoff and attribution aren't working? A short diagnostic call often surfaces whether the issue is an operating-model problem (sales-marketing alignment work first) or a configuration problem the bundle addresses directly.
No pitch, no pressure
One demand-gen program, not three projects at the handoff.
A 30-minute call is enough to tell whether your motion is bundle-shaped — and whether the sales-marketing alignment work is ready to start, or needs a diagnostic pass first.
Book a call →Or explore the other bundles or individual services.