“What’s in a name?” That’s what people say, right? Well, a lot is in a name, actually. If you’re paying attention to what’s been going on with Salesforce recently, you’ll know that our beloved Pardot is no longer going to be called Pardot going forward. A series of sweeping changes to the Salesforce naming conventions has seen Pardot rebranded to “Marketing Cloud Account Engagement”... Quite the mouthful, but as we know, you can’t bring innovation without change, and Salesforce is looking to the future.
What’s the reason for the change?
Salesforce just wants to make their next-gen Marketing Cloud experience consistent and easy to understand to anyone at-a-glance. Per Salesforce, the new language is
more aligned with the language that marketers already use, so the capabilities of these tools should be easier to understand. Pardot is a quick, snappy name, but it doesn’t necessarily convey what the tool is able to do.
Salesforce also wanted to make their marketing cloud a more unified platform. Pardot isn’t the only name changing! Salesforce CDP, the Interaction Studio, and Datorama are all getting new names consistent with one another to create that cohesive experience.
Finally, Salesforce wants there to be flexibility in all these different areas that will allow for growth and innovation going forward. Some of the names weren’t conveying all the capabilities of the tools, even though the functionality was there. Now they can’t be pigeon-holed.
Salesforce sees all the potential of these things in the future, and when it comes to naming, they wanted to rip that band-aid off sooner rather than later. It’s sounding like something they knew needed to be done awhile ago, and even though it can be confusing, it’s that kind of forward-thinking that has made Salesforce the powerhouse they are.
When Is This Going To Take Effect?
It’s already happening! The first updates are already happening throughout Salesforce’s website, marketing, and
sales communications. Later this year, the updates will start changing in the products themselves, the Salesforce official training and help materials, Customer Success, their Support pages, and their external certifications. Buckle up! You’re already on the ride!