Education Technology · Salesforce Sales Cloud + Marketing Automation

EduSmart

EduSmart Connects Its EdTech Sales and Marketing Operations on Salesforce in Six Weeks

An Austin-based EdTech company needed a structured sales CRM for their district-level renewal and new account pipeline, connected to marketing automation — with automated lead nurture for the first time. Cloud Nerd delivered in six weeks.

Engagement at a glance

Industry: Education
Duration: 6 weeks
Services: Architecture & Design · Build & Implement · Integrations
Stack: Salesforce Sales CloudPardot

6 weeks

Research through production deployment

Dual pipeline

New and renewal district opportunity tracking

4 drip programs

Automated prospect nurture sequences live in Pardot

6 playbooks

Sales and renewal workflow automation deployed

The challenge

EduSmart sold into K-12 school districts through both a direct sales motion and a reseller channel, with separate processes for new account acquisition and contract renewals. Their CRM had no concept of a reseller process, no renewal pipeline tracking, and no marketing automation — every prospect was manually followed up by the sales team.

The approach

Cloud Nerd built a Sales Cloud org designed for EduSmart's district-level sales model: a reseller sales process with record types for new and renewal opportunities, structured lead capture from web forms with campaign attribution, account team assignment rules, and Pardot connected with four email templates, drip programs, landing pages, automation rules, and prospect lists for lead nurture.

The outcome

EduSmart launched with a single platform driving both their direct and reseller pipelines — structured renewal tracking alongside new business, automated prospect nurture replacing manual follow-up, and marketing attribution connecting campaigns directly to closed deals.

The problem

What was actually broken

No renewal pipeline visibility

District contract renewals were tracked by spreadsheet with no structured pipeline in Salesforce. There was no visibility into upcoming renewals, no automated prep tasks, and no way to forecast renewal revenue alongside new business.

Marketing completely disconnected from CRM

Marketing campaigns ran in a separate system with no connection to Salesforce. There was no lead attribution, no way to tie campaign spend to closed deals, and no automated nurture for inbound leads.

How we did it

The work, phase by phase

Weeks 1–2

Research & Sales Cloud Configuration

Cloud Nerd mapped EduSmart's full sales process, configured the Sales Cloud data model with reseller and renewal record types, and built the automation framework.

Reseller Sales Process defined with new and renewal opportunity record types
Lead, Account, Contact, and Opportunity objects configured with custom fields
Lead assignment rules and account team assignment configured
6 sales playbooks (workflow automations up to 8 steps each) deployed
10 reports and 2 dashboards built

Weeks 2–6

Pardot Integration, Forms & Deployment

Cloud Nerd connected Pardot, built out the full marketing automation stack, deployed lead capture forms, and launched production.

Pardot connected to Salesforce with field mapping for lead and contact objects
4 email templates, 2 web forms, and 2 landing pages created
4 prospect lists, 4 automation rules, and 4 drip programs deployed
Website tracking and email authentication configured
2 web-to-lead forms live for inbound prospect capture
Campaign influence reporting connecting marketing to closed deals
One-time data import of existing records completed

The results

What changed for EduSmart

Connected

Marketing campaigns tied directly to pipeline and closed deal reporting

Automated

4 lead nurture programs running for new district prospects

Dual pipeline

New and renewal district opportunities tracked in one Salesforce org

6 weeks

Research to full production deployment

What's next

EduSmart is evaluating Account Engagement Advanced to enable AI-driven engagement scoring, prioritizing outreach to the highest-intent district buyers.

Technologies in this engagement

Salesforce Sales Cloud

Pardot

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