Miami Salesforce User Group 2023 Kickoff Event Recap

#SalesforceMiami
User Group Event
2023 KickOﬀ Event
March 29th, 2023

Jorge L. Fernandez
Miami Salesforce Admin Group Leader
Rene Raul Garcia
Miami Salesforce Developer Group Leader

Agenda
● 5:40 PM Salesforce Spring ‘23 Release Highlights, by Katherine Rodriguez
● 5:55 PM Writing Eﬀective and Maintainable Validation Rules, by Lourdes Montero
● 6:15 PM RealZips Ver 15. See it here ﬁrst!, by Fred Widarsson
● 6:35 PM Straightforward Email Integration: Match My Email vs. Einstein, by Samuel Broda
● 6:55 PM Streamlining Marketing and Sales with Salesforce Account Engagement, by
Franchella Ales
● 7:15 PM Be a Trailblazer!, by Andres F Garcia
● 7:35 PM Greeting and refreshments

Salesforce Spring 23’
Release Highlight
Katherine Rodriguez

Salesforce Overall/Release Updates
Be Ready for MFA:
Auto-Enablement Starts with
Spring ’23
The requirement to use multi-factor
authentication (MFA) when accessing
Salesforce products went into effect on
February 1, 2022.
All users must now use MFA when logging in
to Salesforce with Salesforce credentials or
single sign-on (SSO).
To meet this requirement, Salesforce is
automatically enabling MFA for direct logins.
This will occur in phases throughout 2023,
starting with Spring ’23.
Enable Stronger Protection for
Your Users’ Personal
Information
Enable Enhanced Personal Information
Management to prevent external users,
such as portal or community users,
from accessing other users’ personal
information.
Administrators can decide which
custom and standard user fields are
considered PII(Personal Identifiable
Information).
This feature replaces the Hide Personal
Information setting
Deploy Enhanced Domains
To comply with the latest browser and security
standards, enable and deploy enhanced
domains.
Consistent domain formats improve the user
experience and standardize URLs for use in
custom code and API calls.
Users can access Salesforce from browsers
that block third-party cookies.
This update affects application and login URLs,
including Experience Cloud sites, Salesforce
Sites, and Visualforce pages.
Enhanced domains can still be disabled until
the release of Winter ’24.

Performance Improvements
Limit the Maximum Number of Loaded
Lightning Console Tabs in a Session
By default, content is loaded in all console
tabs opened during a Lightning console
session.
If you exceed the limit during a console
session, this feature unloads your least
recently used tabs until your tab limit is met.
Unloaded tabs are still visible in your tab
navigation, but they only reload their content
when you click them.
Improve memory usage and the scalability of
console sessions in Lightning Experience.
Get Improved Report Performance with On-Demand Inline
Field Editing
Reports now load quicker because fields aren’t automatically editable.
When you want to edit record details, turn on inline field editing with
the click of a button. Inline field editing is turned off when you refresh
the tab.
Recalculate Account Sharing Rules Faster
Salesforce is changing the way that automatic sharing calculation works
behind the scenes for case and contact objects.
No longer stores child implicit share records between accounts and their
child case and contact records.
Speeds up account sharing recalculation and account owner changes.

Reports and Dashboard
Create Personalized Report Filters
Set up a dynamic report filter that displays
personalized results for each user.
For example, create a cases report with a single
Case Owner filter that personalizes the results
for each member of the team.
Subscribe to More Reports and Dashboards
Get more reports and dashboards delivered to your
inbox on schedule with the latest data.
Each user in an Unlimited Edition org can now
subscribe to up to 15 reports and 15 dashboards.

Customization/App Building
Enhance Case and Lead Record Pages with
Dynamic Forms
Make your case and lead record pages more robust by
configuring them with Dynamic Forms.
With Spring ‘23, you can now upgrade your Case and
Lead record pages to use Dynamic Forms in Lightning
App Builder. These two objects join the list of
standard objects that have this capability: account,
person account, contact, and opportunity record
pages.
See More Records in Dynamic Related Lists
With the Dynamic Related List – Single component, admins
define and filter related lists directly from the Lightning App
Builder.
Like other related lists, dynamic related lists now include a
View All link so that users can see a full list of related
records.
Previously, users saw only up to 30 records in a dynamic
related list on the record detail page.

Customization/App Building
Track Field History for Activities
See a list of changes to events and tasks after
you turn on field history tracking in the Object
Manager.
Track up to six fields so that your team can see
what’s changed.
The Activity Record History component is
automatically added to default event and task
Lightning pages.

Customization/Sharing
Learn Who Can Access Records and Why
Understanding who can access a record is critical
to securing record access in your organization.
Check out a record’s sharing hierarchy to view
who it’s shared with.
View the user’s reason for access and find out if
a user’s access is blocked by a restriction rule.

Customization/Permissions
Choose the Permission Sets Display When Setting Field-Level Security (Beta)
Now when you set or change field-level security for a field on permission sets, you can view by permission sets with
object permissions, or by all permission sets. The view is enhanced so the permission set API name and description
displays and columns are sortable.
Why is this feature important to admins? Salesforce will announce EOL (end of life) for permissions on profiles soon.
Admins should start applying permissions to users using permission sets and permission set groups as a best
practice for user management in place of assigning them at the profile level.
To enable this feature, go to
User Management Settings in Setup
and enable Field-Level Security for
Permission Sets During Field Creation

Flow Enhancements
Add Lookup Fields to Your Flow Screens with Ease
Easily add Lookup fields to flow screens and create a
record directly from the Lookup field with Dynamic
Forms for Flow. On the Records tab, hover over a
Lookup field from your record resource, and then drag
in your desired Lookup field.
Convert Processes to Flows with the Migrate to
Flow Tool
The updated Migrate to Flow tool can help your
transition to Flow Builder. In addition to workflow
rules, you can now use the Migrate to Flow tool to
convert Process Builder processes into flows. Flows
can do everything that processes can do and more.

Flow Enhancements
Select Multiple Records from a Table in a Flow Screen (Generally Available)
Add the Data Table flow screen component to display a table of records on a flow screen. You
can set the table to read-only or allow for single or multiple record selections, and then use their
selections later in the flow.
Preview the table in the New Screen window as you are configure it.
Additionally, the configuration panel
for the table is reorganized to make
it more intuitive and accessible.

Flow Builder UI Enhancements
See Element Descriptions on the Flow Canvas
Now you can easily see what each element is doing
within a flow in Auto-Layout. Previously, to see the
user-provided description, you opened the element.
Get a Streamlined Flow Element Menu
Now it’s easier to find what you’re looking for in the
flow element menu in Auto-Layout with element
descriptions in tooltips.
Previously, element descriptions were listed under
each element and often truncated due to lack of
space.

Writing Eﬀective
And Maintainable
Validation Rules
Lourdes Montero, SMTS Trailhead Content Engineering
@dev_lulymontero |lmontero@salesforce.com

Lourdes Montero
Senior Member Technical Staﬀ,
Trailhead Content Engineering
@dev_lulymontero
lmontero@salesforce.com

Forward Looking Statements
This presentation contains forward-looking statements about, among other things, trend analyses and future events, future financial performance, anticipated growth, industry prospects,
environmental, social and governance goals, and the anticipated benefits of acquired companies. The achievement or success of the matters covered by such forward-looking statements involves
risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, Salesforce’s results could differ materially from the results expressed
or implied by these forward-looking statements. The risks and uncertainties referred to above include those factors discussed in Salesforce’s reports filed from time to time with the Securities and
Exchange Commission, including, but not limited to: the impact of, and actions we may take in response to, the COVID-19 pandemic, related public health measures and resulting economic
downturn and market volatility; our ability to maintain security levels and service performance meeting the expectations of our customers, and the resources and costs required to avoid
unanticipated downtime and prevent, detect and remediate performance degradation and security breaches; the expenses associated with our data centers and third-party infrastructure
providers; our ability to secure additional data center capacity; our reliance on third-party hardware, software and platform providers; the effect of evolving domestic and foreign government
regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import
and export controls; current and potential litigation involving us or our industry, including litigation involving acquired entities such as Tableau Software, Inc. and Slack Technologies, Inc., and the
resolution or settlement thereof; regulatory developments and regulatory investigations involving us or affecting our industry; our ability to successfully introduce new services and product
features, including any efforts to expand our services; the success of our strategy of acquiring or making investments in complementary businesses, joint ventures, services, technologies and
intellectual property rights; our ability to complete, on a timely basis or at all, announced transactions; our ability to realize the benefits from acquisitions, strategic partnerships, joint ventures and
investments, including our July 2021 acquisition of Slack Technologies, Inc., and successfully integrate acquired businesses and technologies; our ability to compete in the markets in which we
participate; the success of our business strategy and our plan to build our business, including our strategy to be a leading provider of enterprise cloud computing applications and platforms; our
ability to execute our business plans; our ability to continue to grow unearned revenue and remaining performance obligation; the pace of change and innovation in enterprise cloud computing
services; the seasonal nature of our sales cycles; our ability to limit customer attrition and costs related to those efforts; the success of our international expansion strategy; the demands on our
personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of acquisitions; our ability to preserve our workplace culture, including as a
result of our decisions regarding our current and future office environments or work-from-home policies; our dependency on the development and maintenance of the infrastructure of the
Internet; our real estate and office facilities strategy and related costs and uncertainties; fluctuations in, and our ability to predict, our operating results and cash flows; the variability in our results
arising from the accounting for term license revenue products; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; the
impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies within our strategic
investment portfolio; our ability to protect our intellectual property rights; our ability to develop our brands; the impact of foreign currency exchange rate and interest rate fluctuations on our
results; the valuation of our deferred tax assets and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting
pronouncements and tax laws; uncertainties affecting our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of
intellectual property, including the tax rate, the timing of the transfer and the value of such transferred intellectual property; uncertainties regarding the effect of general economic and market
conditions; the impact of geopolitical events; uncertainties regarding the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; our ability to comply
with our debt covenants and lease obligations; and the impact of climate change, natural disasters and actual or threatened public health emergencies, including the ongoing COVID-19
pandemic.

Alternatives
There might be a
better option
Mechanics
How do validation
rules work?
Design
How to build
validation rules
Today’s Journey With Validation Rules

Pros Of Validation Rules
● Prevent user error
● Lock fields or records
● Limit editing to specific users / roles / profiles
● Validate against reference data

What Can We Do Before Jumping In?
● Process design and optimization
● Required & read-only ﬁelds
● Dependent picklists
● Dynamic Forms/Page layouts
● Path
● Screen Flows
● Lookup Filters
● Documentation and Training

Mechanics Of A Validation Rule
The how’s and why of validation rules

How Do They Work?
● Validation rules evaluate to a Boolean. (TRUE/FALSE)
● If TRUE rule is triggered and error message is displayed.
● If FALSE record is committed to database.

When Do Custom Validation Rules Fire?
● Validation rules run after
○ Before save record-triggered ﬂows
○ Before triggers
● There are exceptions
○ Multi-line items created

Traversing Object Relationships With Validation Rules
● Validation rules can traverse as many levels as deﬁned in your relationship model
● As an example: Master-Detail Relationship(Child to Parent)
○ Sub Work Order>Work Order>Sub Opportunity>Opportunity>Account

Validation Rule Bonus Features!

● Vlookups
○ Allow you to compare data across objects.
○ Use Case: Vlookup to Custom Territory Assignment Object that
allows control in a tiered territory model.

● Custom Settings
○ Allows dynamic rules based on proﬁle or even at the user level.
○ Use Case: Custom Setting to determine discount thresholds on
Opportunity Line Items
Discount exceeded price limit.

● Custom Metadata
○ Allows dynamic rules based on custom metadata ﬁeld information
at the organization level.

● Regex
○ Validation rules can use regular expressions to validate text ﬁelds.
○ DO NOT FEAR! There are a lot of examples online.

Design Guidelines
Best Practices from the Pros

Friendly Validation Rules
Make error
messages clear
Be very specific and
tell the user what
caused the rule to be
triggered
Include a
unique error
code
Put the error code at
the end of the error
message and at the
beginning of your
validation rule name.
This aids in
troubleshooting,
especially on
cross-object updates.
Choose error
location
carefully
Whenever possible,
show the error
message on a field to
allow the user to
quickly jump to the
field in question to
correct it.
Cover one
scenario at a
time
It might be tempting
to combine
validation rules to
cover all fields
needed when a stage
changes, but this
leads to frustration.
“When stage is Qualification or higher, you must enter an amount.
[OPP003]”

Use Formula Fields
Use formula ﬁelds to allow reusable logic
● Reuse within and across validation rules
● Display on page layouts
● Use in reports

Rollup Summary Fields
Rollup Summary Fields can be used to check child objects

Bypassing Validation Rules
The “Off Switch”
Use Custom Permissions to give users the
ability to bypass a validation rule.
Assign Custom Permissions to a Permission
Set.
Assign Permission Set to Users permanently
or in Session Activation

Use ISCHANGED and ISNEW
Use ISCHANGED and ISNEW so the rule only fires on records edited to meet the
criteria.
AND(
ISPICKVAL(LeadSource,"Other"),
ISBLANK(Source_Other__c),
OR(
ISNEW(),
ISCHANGED(LeadSource),
ISCHANGED(Source_Other__c)))

Consider all of your options before you implement a
Validation Rule
Design validation rules that align with your business process
Provide detailed error messages that include unique codes
for all of your validation rules so you don’t confuse your
users (or yourself)
Include a bypass switch
Use functions like ISNEW and ISCHANGED
Key Takeaways

Resources
Formulas and Validations
Advanced Formulas
Session-Based Permission Sets and Security
Sample Validation Rules
REGEX Examples
Order of Operations
https://sfdc.co/x9AZJ

INTRODUCING
RealZips Ver 15
Jason Orovio
jorovio@realzips.com
Fred Widarsson
fwidarsson@realzips.com

GeoData Platform: RealZips records & RealZips Territories
Salesforce Data: Enriched Salesforce records
RealDatasets.com: Deep market data
What is RealZips?

RealZips Architecture
RealZips
Admin Access
Salesforce
Leads Cases
Opportunities
Contacts
Accounts
RealCountry
RealZips Territories
RealZips
RealCountry Name
RealObject
RealZips Closest
Custom

Let’s tinker with:
● Zip code ranges
● Workflow Rules
● Process Builder
● Account Sharing Rules
● Until….
● … And then…
We got a territory problem

Let’s demo RealZips Ver 15
● Support and Map All Objects
● RealZips Maps improvements
● Introducing RealZips Lists
● RealZips Territory Teams
RealZips Ver 15 Release notes:
https://realzips.my.site.com/s/article/Version-15-
RealZips-GeoData-Platform-Summer-2023

GeoData Platform: RealZips Territories & RealZips records
Salesforce Data: Enriched Salesforce records
RealDatasets: Deep market data
REALZIPS GEODATA PLATFORM

The Clue Is In Our Name
Straightforward Email Integration:
Match My Email vs. Einstein Activity Capture
Sam Broda

Email and Calendar Integration
The Salesforce Suite
Mailbox
Integration
Outlook/Gmail
Integrations1
• Connect Salesforce to email or
calendar on desktop
• Manually Log every
communication into
Salesforce
Inbox2
• Connect Salesforce to email or
calendar on desktop
• Manually log emails
• Premium email and AI
features
Sync &
Stream/Capture
1
Included
2
Additional license required
3
100 licenses or EAC Standard
included. Additional licenses
required for EAC
Lightning Sync1
• Sync calendar events and
contacts with Salesforce
Einstein Activity
Capture (Standard)3
• Sync calendar events and
contacts with Salesforce
• Stream/Capture calendar
events, contacts, and emails
to the Salesforce AWS
environment.

Lightning Sync - Mailbox Integration
Why Focus on EAC?
► Lightning Sync is being terminated
► Plug-in approach requires manual syncing
► Server to Server

The Technical - EAC
EAC
Source: Salesforce. (2021, January). Einstein Activity Capture Security Guide (Spring ’21).
https://resources.docs.salesforce.com/latest/latest/en-us/sfdc/pdf/sales_activity_capture_security.pdf
► Processed on separate AWS
Servers and stored on
separate AWS Databases
► Virtual records in Salesforce
► Six months of data storage
for Standard license
► Revoke license, emails lost

EAC
1. Charts are organized by tabs
2. Use filters
3. to view information about specific activity owners, activity types,
and dates. Quickly view which of the selected users are most active
4. The Details tab includes charts that break down activities by
accounts and opportunities
Source: Brent Downey. “Lightning Sync vs Einstein Activity Capture: Battle of the Salesforce Calendar Integration Tools.”
Admin Hero, 8 May 2020, adminhero.com/2019/08/19/lightning-sync-vs-einstein-activity-capture-battle-of-the-
salesforce-calendar-integration-tools/.
Reporting - EAC
Key Points
► Standard - 90 days of data stored, licensed – 180
► Activities Analytics Dashboard cannot be
customized past filtering
► Unable to export reports

EAC
User Interface – EAC… and MME
► Logged as Email Message object and Task
► In Lightning - Activity Timeline
► Classic - unavailable
► No Attachments
► Reply and Forward using Salesforce’s
email composer
► Match to multiple WHO records and a
single WHAT record
► Not compatible with iOS nor Android

The Setup
EAC
Einstein Ac.vity
Capture
• User-Level, Org-Level, or Service Account
• User-Level authentication via wizard
• Org-Level and Service Account only
available for Microsoft 365 hosted email
• Uses OAuth 2.0 to authenticate
• User-Level or Org-Level
• Org-Level for Google Workspace and
Microsoft 365 hosted emails
• Uses OAuth 2.0 to authenticate
• MME Control Panel

Centralize User Activation
Simplify Administration
Central Administration Control Panel

An Alternative Way
Benefits of Uploading Emails as a Custom Object or
Enhanced Email
► Permanently store emails
► Break out emails in chronological
order on a separate timeline
► Attachments are accessible
► Add more complex ignore filters
and privacy controls

When Data is Stored in SF, Unlock Reporting
An Alternative Way
Popular Reports ► Granular acKvity by any user/object
► Compliance reports on emails
sent/received from speciﬁc
Accounts/Contacts (Easy Excel Conversion)
► Last InteracKon with
Lead/Contact/Account/ Opportunity

Look Behind the Automation Curtain
EAC Automation Doesn’t Need to Be Anonymous
An Alternative Way

For More Advanced Developers
Customization
Einstein Activity
Capture
• To my knowledge, EAC only works with
standard Salesforce objects
• “*Custom object support is available with
Salesforce Inbox for $25/u/m standalone or
$50/u/m as part of Sales Cloud Einstein”
• Ability to write custom matching script
allows to match emails to custom objects
and fields (ie. tag matching, domain
matching)
• Auto-create contacts, leads
• Match emails based on relations between
objects
• Leverage Process Builder in relationship to
emails

An Alternative Way
Introducing the Email Sync Assistant
► Recommends leads/contacts from email
addresses not yet in Salesforce.
► Two-clicks to add a new Lead/Contact
► Improve Salesforce data

Contact Us
Samuel Broda
VP of Sales and Marketing
+1 (914) 712-6172
broda@matchmyemail.com

Streamlining Marketing and Sales
with Salesforce Account Engagement
Franchella Ales

Franchella Ales
Senior Digital Marketing Specialist
Alliance Laundry Systems

Streamlining Marketing and Sales with
Pardot
also known as
Salesforce Marketing Cloud
Account Engagement
Account Engagement

Alliance Laundry Systems est. 1908
World leader in commercial laundry.
We invent, design, produce and market premium
solutions available under ﬁve respected brands, sold and
supported by a global network of select distributors.
Promote digital innovation
and integration to optimize
business processes
❖ ~170 countries
❖ ~650 distributors
❖ 4,000+ employees
❖ 3 million+ installed
base of machines
High-Level
Company Stats

What is Pardot?
Marketing automation and lead generation platform.
2018 - Pardot Platform Adoption
2020 - Salesforce CRM Implementation
Before Salesforce Process Builder, Flows, and RealZips
Custom lead routing processes via Automation Rules, Engagement
Studio programs, and Dynamic Distributor Territory Lists
(Brand, Segment, and Zip Code)
Before Salesforce Experience Cloud
Prospects assigned to Distributors + Sales Managers
Custom Prospect Proﬁle values to track Lead Status
Notes to log sales-related notes on Prospects
Before Salesforce Opportunities Prospect Opportunities created and updated by lead owners

Early Adoption Impact
Tracked marketing generated leads for the ﬁrst time.
❖ $42 Million in Opportunities
❖ $5.2 Million in Closed Opportunities
❖ 6,590 Leads
Develop Sales Processes
Strengthened Relationship w/ Distributors
Business Case for Salesforce CRM
Results after ﬁrst year of implementation:

Pardot Capabilities
❖ Data Uniﬁcation
❖ Prospect Tracking
❖ Segmentation
❖ Email Management and Automation
❖ Lead Generation and Routing
❖ Attribution

Data Uniﬁcation
❖ Prospect CSV Imports
❖ Salesforce CRM + Contact Syncing
❖ Zapier (Middleware) Automations
❖ Pardot Forms
❖ Connectors
Email Address is used as unique identiﬁer. Platform will
work to unify Prospect data to a single Prospect record.
Unify data across silos.
Prospects created via:
Leads
Customers
Employees
Distributor
Contacts

Prospect Tracking
Tracking Codes
Track website visitors before
they have identiﬁed
themselves
Track activity via browser
cookie
Source Tracking +
Custom Redirects
Source automatically
populated via referred URL
Custom Redirect Links for
tracking Campaign link
Clicks, set Google Analytics
Parameters, and set
Completion Actions
Impact
Lead Source
Activity before/after
submission
Identify products of interest
White Papers downloaded
Paid Search and Social
Campaigns served

Segmentation
Segment data via Dynamic Lists,
Segmentation Lists, and Automation
Rules.
Pardot fields and field values can be synced with
Salesforce Lead, Account, Contact, and Opportunity
fields.
Source
Reason for
Contact
Address
Segment
Prospect
Activity

Email Management and Automation

Email Management and Automation
❖ Create HTML Email Templates (GDPR Compliant and Brand Guidelines Compliant)
for List Emails, Auto-Responses, and 1-to-1 Emails
❖ Dynamic Content for Personalization of communications
❖ Schedule List Emails
❖ Narrow or Broaden Audience with Recipient and Suppression Lists
❖ Actionalize Insights from Email Reports
❖ Dynamic Nurturing Campaigns
Pardot makes email management and automation a breeze.

Lead Generation and Routing
❖ Pardot Forms with marketing lead
qualifying questions across our websites
❖ Pardot Landing pages with Pardot Forms
across our campaigns to segment and
track performance
❖ Intuitive, trigger-based Email Nurturing
Campaigns
Scalable solution to increase volume and quality of leads.
❖ Standard and Conditional
Completion Actions on Forms that
segment submissions
❖ Spam Filters via Automation Rules
❖ Complex Lead Routing
Automation Rules that trigger
Salesforce Lead Assignment Rules
❖ Data cleansing Engagement
Studio Programs

Attribution
Quantify Marketing eﬀorts and develop
campaign attribution reports + dashboards.
Advertise brands and products across channels. Tracking
performance of campaigns crucial to optimize and grow.
Prospects added to Salesforce Campaigns via Form
Completion Actions and Custom Redirect Completion
Actions.
Parent/Child structure with roll-up metrics to Parent facilitate
tracking performance across channels.

Be a Trailblazer!
andres.garcia@salesforce.com
Andres F Garcia, Principal Enterprise
Architect

Forward Looking Statements
This presentation contains forward-looking statements about, among other things, trend analyses and future events, future financial performance, anticipated growth, industry prospects,
environmental, social and governance goals, and the anticipated benefits of acquired companies. The achievement or success of the matters covered by such forward-looking statements involves
risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, Salesforce’s results could differ materially from the results expressed
or implied by these forward-looking statements. The risks and uncertainties referred to above include those factors discussed in Salesforce’s reports filed from time to time with the Securities and
Exchange Commission, including, but not limited to: impact of, and actions we may take in response to, the COVID-19 pandemic, related public health measures and resulting economic
downturn and market volatility; our ability to maintain security levels and service performance meeting the expectations of our customers, and the resources and costs required to avoid
unanticipated downtime and prevent, detect and remediate performance degradation and security breaches; the expenses associated with our data centers and third-party infrastructure
providers; our ability to secure additional data center capacity; our reliance on third-party hardware, software and platform providers; the effect of evolving domestic and foreign government
regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import
and export controls; current and potential litigation involving us or our industry, including litigation involving acquired entities such as Tableau Software, Inc. and Slack Technologies, Inc., and the
resolution or settlement thereof; regulatory developments and regulatory investigations involving us or affecting our industry; our ability to successfully introduce new services and product
features, including any efforts to expand our services; the success of our strategy of acquiring or making investments in complementary businesses, joint ventures, services, technologies and
intellectual property rights; our ability to complete, on a timely basis or at all, announced transactions; our ability to realize the benefits from acquisitions, strategic partnerships, joint ventures and
investments, including our July 2021 acquisition of Slack Technologies, Inc., and successfully integrate acquired businesses and technologies; our ability to compete in the markets in which we
participate; the success of our business strategy and our plan to build our business, including our strategy to be a leading provider of enterprise cloud computing applications and platforms; our
ability to execute our business plans; our ability to continue to grow unearned revenue and remaining performance obligation; the pace of change and innovation in enterprise cloud computing
services; the seasonal nature of our sales cycles; our ability to limit customer attrition and costs related to those efforts; the success of our international expansion strategy; the demands on our
personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of acquisitions; our ability to preserve our workplace culture, including as a
result of our decisions regarding our current and future office environments or work-from-home policies; our dependency on the development and maintenance of the infrastructure of the
Internet; our real estate and office facilities strategy and related costs and uncertainties; fluctuations in, and our ability to predict, our operating results and cash flows; the variability in our results
arising from the accounting for term license revenue products; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; the
impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies within our strategic
investment portfolio; our ability to protect our intellectual property rights; our ability to develop our brands; the impact of foreign currency exchange rate and interest rate fluctuations on our
results; the valuation of our deferred tax assets and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting
pronouncements and tax laws; uncertainties affecting our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of
intellectual property, including the tax rate, the timing of the transfer and the value of such transferred intellectual property; uncertainties regarding the effect of general economic and market
conditions; the impact of geopolitical events; uncertainties regarding the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; the ability to execute
our Share Repurchase Program; our ability to comply with our debt covenants and lease obligations; the impact of climate change, natural disasters and actual or threatened public health
emergencies; and our ability to achieve our aspirations, goals and projections related to our environmental, social and governance initiatives.
Updated: September 28, 2022

Trailblazers, Together
(1) a pioneer; an innovator; a lifelong
learner; a mover and shaker.
(2) a leader who leaves a path for others to
follow.
(3) most importantly, a person who builds
a better world for others.
/treyl-bley-zer/ noun
Ali Duncan
Cigna
Aldo Fernandez
Holston
Rochelle Hinds
OneUnited Bank

Trailblazers Are Fueling the Salesforce Economy
Global Jobs
new Salesforce
economy jobs by 2026
9.3M*
Marquita Sidibe
Business Analyst
Global Economic Impact
new business
revenue by 2026
$1.6T*
Ashley Allen
Administrator
Jenh Vo
Administrator
Jaypee Soliman
Customer Success Manager
*Source: IDC White Paper, sponsored by Salesforce, “The Salesforce Economic Impact,” doc #US48214821, September 20, 2021.
18M
Trailblazers

Be a Trailblazer in the Salesforce Ecosystem
Earn
Learn Connect

The Way We
Learn and
Connect Has
Changed
Trailblazer-First
Focused on experience
Personalized
For roles and levels
Online & Mobile
Optimized to learn anywhere
Gamiﬁed
Interactive design
Community-Driven
Learning together

Trailhead GO
Skill up and connect from anywhere
Connect to the Trailblazer Community
Ask questions and share knowledge on important
topics, collaborate with global Trailblazers, and
build out your network
Learn In-demand Skills
1500+ public Trailhead modules
Access Bite-size Content
Quick Look badges designed for mobile
Skill up in 10 languages and counting
Available for both
iOS & Android

Trailblazers Are Growing Their Careers With Trailhead
1/3
received a
promotion or raise
2/3
found a new
job or made a
career change
50%
more
productive
because of
Trailhead
Skill up for the future
Zac Otero
Analytics Admin
Valoir: New Perspectives on Salesforce Trailhead Aug. 2020

Trailhead Skills Span the Salesforce
Ecosystem
People Salesforce
Technologie
s
Virtual Collaboration
Public Speaking Skills
Emotional Intelligence
Equality Ally Strategies
Storytelling & Communication
Salesforce Platform
Salesforce Customer
360
CRM
Sales Cloud
Service Cloud
Flow Builder
Einstein Bots
Process Automation
Digital Transformation
Artiﬁcial Intelligence

Superbadges
Skills-based credentials
Apply your Salesforce skills to hands-on,
real-world business problems.
Prove your expertise in specific roles and take
the next step towards getting certified.
Certifications
Role-based credentials
Prove your hands-on experience with
Salesforce to get a competitive edge that
leads to new opportunities.
Earn Globally-Recognized Salesforce
Credentials
Validate your skills and grow your resume

Climb the ranks and learn new skills
*NEW* Trailhead Ranks

Certifications Build Expertise & Impact
Source: IDC, April 2021
Certified professionals have greater skills and influence at their organizations
5.5x
more
influential
90%
more
productive
35%
more
impactful

Unified Profile
Single view of your expertise and
experience across Trailhead, Trailblazer
Community, AppExchange, and more.
Ranger Ranks
Climb the ranks from Ranger all the way
up to All Star Ranger to showcase your
commitment to lifelong learning.
Hire Me Button
Connect to job opportunities by showing
employers and fellow Trailblazers you're
available for work.
Trailblazer.me Profile
Showcase your experience on the trusted resume

The Trailblazer Community
A Global Network of Trailblazers
Online Community | Groups | Experts

Global Trailblazer Community Groups
Attend meetups with local groups in every corner of the world
300+
Meetings
per month
100+
Countries
https://trailblazercommunitygroups.com/
2,100+
Community
Group Leaders

4,000 Questions Answered
Questions posted monthly to the community, 90%
peer-driven responses.
1,000+ Active Groups
Join or start discussions with peers and Salesforce
employees
20+ Customer Success Groups
Salesforce-led groups help customers get support
and drive adoption
Diverse Topics
From getting started, to writing complex code, to
connecting at Salesforce events
The Trailblazer Community Today
Carlos Umana
Salesforce Admin, BMC

Salesforce MVPs
Exceptional leaders that are
recognized for their commitment to
giving back
Salesforce Experts
Maintain and share strong, current
understanding of Salesforce products
Community Leaders
Consistently seek opportunities to innovate
and create a path for others to follow
Give Back to the Community
Contribute openly and actively to help others
succeed in the Salesforce ecosystem
250+
passionate
product experts

Dreamin’ Events
Conferences that feature presentations, hands-on
learning and fun networking
Salesforce Saturdays
Friendly weekend meetups where Trailblazers work
together on Trailhead Challenges and learn from peers
Twitter Spaces
Online gatherings to discuss progress, complete
Trailhead challenges, and product knowledge.
Community-Led
Events

Miami Salesforce User Group 2023 Kickoff Event Recap

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