Salesforce Marketing Cloud Account Engagement Implementation to Unify Marketing Automation and Sales Execution

Founded in 2001 in Silicon Valley, Astreya is an AI-first global IT solutions and managed services provider supporting some of the world’s most innovative and fast-growing organizations. Over the past two decades, the company has expanded its presence to more than 30 countries, with a global team of 2,400+ IT professionals delivering services at scale.

Astreya helps businesses operate smarter by combining deep technical expertise, clear strategic vision, and innovative technologies. Its offerings span digital workplace services, infrastructure and cloud solutions, AI and automation, and digital engineering — all designed to improve operational efficiency, enable better decision-making, and strengthen competitive advantage.

Innovation is in Astreya’s DNA. Dedicated software and service innovation teams continuously develop and apply best-in-class tools, automation, and AI-enabled solutions. With a wide global footprint and a customer-first mindset, Astreya partners with organizations to turn technology into a true business enabler.

As Astreya scaled its global operations, its sales and marketing technology stack became increasingly fragmented. The sales team operated in Salesforce Sales Cloud, while marketing activities were managed separately in HubSpot. This disconnect created data silos, limited end-to-end funnel visibility, and made it difficult for leadership to get consistent, accurate reporting across teams.

Managing multiple platforms and vendors added operational overhead and introduced inconsistencies in data, processes, and reporting. Sales and marketing teams struggled with inefficient handoffs, duplicated effort, and delayed insights, slowing collaboration and decision-making. Leadership lacked a true single source of truth, making it harder to measure campaign impact, pipeline contribution, and ROI.

While teams were aligned on the need to simplify the ecosystem, Astreya also recognized the risks involved. Any change would require careful handling of existing data, marketing assets, and automation to avoid business disruption. The company needed a scalable solution that would support tighter sales and marketing alignment, reduce reliance on third-party integrations, and enable more advanced reporting directly within Salesforce.

Astreya partnered with Twistellar to migrate from HubSpot to Salesforce Marketing Cloud Account Engagement (Pardot) and consolidate sales and marketing operations on a single Salesforce platform.

We connected Pardot to Astreya’s existing Salesforce Sales Cloud org and led the full migration of marketing assets, including forms, form handlers, and email templates. To ensure brand consistency and faster execution post-migration, we created initial branded templates and optimized core marketing processes within Salesforce.

We enhanced marketing attribution and lead intelligence by configuring UTM tracking, ZoomInfo FormComplete, and Google Ads conversion tracking for forms. We also integrated Sales Cloud with LinkedIn Ads, enabling tighter alignment between paid media efforts and sales follow-up.

Beyond the initial migration, Twistellar provided ongoing Sales Cloud managed services and delivered a custom Opportunity Renewals automation, helping Astreya streamline revenue operations and improve lifecycle management.

Objectives: consolidate sales and marketing on Salesforce, migrate from HubSpot to Salesforce Marketing Cloud Account Engagement (Pardot), establish a single source of truth, improve attribution and reporting, enable scalable sales and marketing alignment.

Deliverables: HubSpot to Pardot migration, Sales Cloud and Pardot connection;  migration of forms, form handlers, and email templates; branded templates, UTM tracking implementation, ZoomInfo FormComplete setup, Google Ads form conversion tracking, LinkedIn Ads and Sales Cloud integration, Sales Cloud managed services, custom Opportunity Renewals automation.

By consolidating sales and marketing onto a single Salesforce platform, Astreya achieved the operational clarity and alignment it set out to accomplish. With marketing and sales data unified, leadership gained a reliable single source of truth, enabling more accurate reporting, clearer funnel visibility, and greater confidence in data-driven decision-making.

Eliminating platform silos reduced operational complexity and dependency on third-party integrations, supporting smoother collaboration between teams and more efficient handoffs across the revenue lifecycle. Native Salesforce reporting and automation improved scalability, allowing Astreya to support ongoing growth without increasing system overhead.

As a result, Astreya now operates with a more connected, transparent, and future-ready sales and marketing ecosystem — one that supports long-term efficiency, stronger alignment between teams, and a solid foundation for continued expansion.