The document discusses implementing a two-pronged approach to connecting applications and data sources across an enterprise using a middleware platform and APIs. The approach aims to provide loose coupling between systems for flexibility and plug-and-play connectivity through self-service APIs to enable faster delivery. A canonical data model is proposed to allow decoupling from different data formats and an enterprise API portal is suggested to expose data and functionality through a centralized access point for various consumer applications.

1. Connecting the Customer Success
Platform
​ Chris Tiernan
​ Director, Software Engineering
​ ctiernan@salesforce.com
​ Twitter: @chris_tiernan
​ LinkedIn: /in/ctiernan
​ Blog: www.christiernan.com
​
Creating Business Agility and Connectivity using Open Technologies

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3. Salesforce - #1 in Cloud Computing and CRM
• Worldwide company, HQ in San Francisco
• Started in 1999
• $5B in Revenue, NYSE: CRM
• Most Innovative Company 4 years in a row!
• 15,000+ employees worldwide
• Dreamforce – 172,000 attendees in 2015; 11M online viewers
Quick Facts
#1
Sales, Service,
Marketing
Cloud
Computing
Innovation
2011, 2012, 2013, 2014
Learn more at: http://www.salesforce.com/company/awards/

4. What Are IT Decision Makers Thinking?
A recent MuleSoft Connectivity Benchmark Report which surveyed 300 IT Decision Makers in organizations of
all sizes to assess the adoption and business impact of integration and APIs found that:
5x
Mobile app development
services will grow faster than
internal IT organizations'
capacities to deliver them.
are integrating 20
or more applications within
their organization.
73%
of IT decision makers
say microservices is “important”
or “very important” to their
business strategy.
66%
of IT respondents say
they’re under “moderate” to
“extreme” pressure to deliver
services faster than last year.
86%
of IT decision makers
say they are investing the same
or more into their mobile
platform initiatives.
95%
of IT respondents said
they value APIs as enablers for
revenue, innovation and agility.
89%
Connectivity Benchmark Report Highlights
Source: 2015 MuleSoft Connectivity Benchmark Report

5. Our Traditional IT Delivery Model for Integration Delivery
Information
Technology
1 $$
2
3
$$$$
$
PROJECT 1
Research &
Development
1 $$$$
2
3
$$
$$$
PROJECT 2
Sales &
Marketing
1 $$$
2
3
$$$$
$$$
PROJECT 3
Finance
1 $
2
3
$$$
$$
PROJECT 4
Mergers &
Acquisitions
1 $$$
2
3
$$
$$$$
PROJECT 5
Program Management Office (PMO)
PROJECT 1 PROJECT 2 PROJECT 3
PROJECT 4 PROJECT 5 PROJECT ∞
Line of Business (LOB)
PROJECT 1 PROJECT 2 PROJECT 3
PROJECT 4 PROJECT 5 PROJECT ∞
KLO
P1 P2 P3
P4 P5 ∞
Enterprise Integration Team
PROJECT 1 PROJECT 2 PROJECT 3 PROJECT 1 PROJECT 2 P1
Budgets & Priorities
Departments within the business prioritize
dollars for various initiatives. Some
initiatives may be in partnership with IT
projects, while others might be managed
by the business itself. In either case, data is
needed for these initiatives to be
successful.
Traditional IT Delivery Model
Integration projects come from 3 main
business funnels: 1) traditional PMO intake
2) direct requests from the business 3)
enhancement requests to augment
existing functionality. This work is
prioritized and staffed for delivery to the
business. The scalability of the model is
limited and has many points of failures
that can slow down an organization.

6. Point-to-Point Leads To Headaches Overtime Acquisitions
Customer
Applications
Mobile
Development
Application
Development
SUPPORT
FORCE
DREAM
FORCE
PEOPLE
FORCE
FINANCIALS
HYPERION
SECURITY

7. There’s Hidden Gotchas Too
Support
• 24x7 Monitoring
• Troubleshooting
• Vendor Management
Environments
• OS & Security Upgrades
• Hardware Scalability
• Endpoint Management
15%
Maintenance
• Software Upgrades
• Endpoint API Updates
• Security Updates
15%
Performance
• Data Throughput
• System Load
• Network Latency
10%
10%
Automated Testing
• Unit (White Box)
• Component (Black Box)
• End-to-End
20%
Training 5%
Documentation 5%
Feature Coding 15%
Planning 5%
70%of IT application integration and data
delivery is hidden. Many of these services are missed
by teams during the planning, budgeting, and delivery
phases, but are important to the overall success.
Just the Tip of the Iceberg
Providing reliable and quality data as an IT service in a distributed
and heterogeneous business application environment is more
complicated and time intensive than it might appear to be. Many of
the services needed to support and scale the business for long-term
success are hidden.
30%of IT application integration
and data delivery is visible to the
line of business and project teams.

8. How Do We Close The Divide?
Salesforce Workday Google Concur
Business Data & Process
SILOED DATA & PROCESSES
COMPLEX ENVIRONMENT
LOWER TCO
HETEROGENEOUS ENVIRONMENT
Business Partners
Accelerating pace with new technology to meet
market opportunities and conditions.
Concur
Oracle Hyperion
Coupa
INDEPENDENT APPLICATIONS
CLEAN DATAREAL-TIME
SPEED TO
MARKET
VALUE
ENGINEERING
SECURITYMOBILE
FRIENDLY
Information Technology
Adopting new technology while managing legacy
technology, increasing complexity and slowing delivery.

9. How Do We Address These Challenges?
SLOW
FAST
Point-to-Point Integration Platform & Custom Code
Tightly Coupled Ÿ Monolithic Ÿ Fragile
Point-to-Point
Tools
Mobile
Code ?Is there a better way?
- or - - or -
DESKTOP
APPLICATIONS
MOBILE
APPLICATIONS
BUSINESS
DEVELOPMENT
MERGERS &
ACQUISITIONS
DATA
SYNCHRONIZATION

10. Knew We Wanted A Plug & Play Platform…
OTHER
VENDORS
SAAS APPLICATIONS
62-ORG SUPPORT
FORCE
DREAM
FORCE
PEOPLE
FORCE
OTHER
ORGS
SALESFORCE ORGS
EXTERNAL
SERVICES
DATA ENRICHMENT &
DATA QUALITY SERVICES
CUSTOMER FACING
PORTALS
MOBILE
APPLICATIONS
INTERNAL WEB
APPS & PORTALS
MERGERS &
ACQUISITIONS
ON-PREMISE APPLICATIONS
ETL
ORACLE
FINANCIALS DW/BI
ETL
MDM
SALESFORCE INFORMATION SUPER HIGHWAY
PERFORMANT Ÿ RELIABLE Ÿ SCALABLE Ÿ REAL-TIME

11. To Be Loosely Coupled…
LOOSE COUPLING
− Less Interdependency
− Less Coordination
− Less Information Flow
autonomy
TIGHT COUPLING
− More Interdependency
− More Coordination
− More Information Flow
dependency
How do we get there?

12. …And That We Wanted Faster Delivery
2 Week
Sprint
Daily
Scrum
Executable
Release
Sprint Review &
Demos
Sprint
Retrospective
Product
Backlog
Sprint
Backlog
Sprint Planning
Daily Meeting to Communicate
Progress/Blockers
Potentially
Releasable Code
Incremental
Release
Timeframe
Agile Accelerator
Use the Salesforce Platform to
manage backlogs, sprints, user
stories, dependencies, defects
and more.
Available on the AppExchange
Move Even Faster
Decrease time-to-market Ÿ Capture Opportunities
Salesforce Knows Agile!
3 releases a year Ÿ Hundreds of scrum teams
Increase Business Value
Deliver more features Ÿ Reduce overall defects
Lower Development Costs
Measure repeatable activities Ÿ Saving to business
But, my IT Business
Partners are asking to:
How can we optimize?

13. We Looked At Where Is The Industry Heading?
“APIs are how we are going to build software in the future, we
are just going to glue it together.”
- John Musser, Founder of ProgrammableWeb
1960s
Mainframe
Computing
1980s
Client/Server
Computing1970s
Mini
Computing
1990s
Desktop
Computing
2010s
API
Computing
2020s
Contextual
Computing
2000s
Web & Mobile
Computing
Process
Automation
Apps
Web
Apps
Mobile
Apps
API
Enabled
Apps
API
Enabled
Living

14. We Noticed Explosive Growth With APIs
Source: ProgrammableWeb
NumberofAPIs
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
11,000
Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-14
Year
10,000
+
APIs Hosted
8 Years
18 Months
6 Months
3 Months
9 Months
4 Months
2 Months
1 Month
3 Weeks

15. An Increase In API Programs
43%
Currently Have An API Program
27%
Within Next 1 Year
12%
Within Next 2 – 3 Years
4%
Within Next 4 – 5 Years
14%
No Plans to Implement
72%
Mobility Programs
69%
Partner Connectivity
68%
Cloud Integration
67%
Business Operations
55%
Developer Ecosystem
DRIVING FACTORS
Source: CA Technologies (Layer 7)

16. And The Rise Of REST APIs
69% REST
Representational State
Transfer
REST is a simple way of
sending and receiving
data between client
and server and it
doesn’t have very many
standards defined. You
can send and receive
data as JSON, XML or
even plain text. It’s light
weight compared to
SOAP.
23% SOAP
Simple Object Access
Protocol
SOAP is a method of
transferring messages, or
small amounts of
information, over the
Internet. SOAP messages
are formatted in XML
and are typically sent
using HTTP (hypertext
transfer protocol).
8% JavaScript/
XML-RCP
Source: ProgrammableWeb

17. Then We Did Extensive Vendor Evaluations
General Evaluation Categories
Best Practices – Does the solution support and follow industry best practices?
Connectivity – Ability to connect to various protocols and applications (natively & custom SDK).
Architecture – Does the solution support traditional ESB features and functionality?
Productivity – Does the solution support developer productivity? E.g. IDE, tools, consoles, etc.
Monitoring – Ability to monitor integration traffic in real-time and/or plug into other products.
Security – Ability to support message level security and handle platform security safely.
Performance – Ability to handle and scale large volumes of data and throughput.
Admin Support – Easy-to-use tools for system administration and production support teams.
Environments – Does the solution support multi environment for varying purposes?
Product Support – Do they invest in product support and make their customers successful?
Product Vision – Where is the company going to be in the next 5-10 years?
Business Viability – Is the company financially viable? Are there skilled workers in the marketplace?
By The Numbers
12 Categories
68 Total Evaluation Criteria
3 Proof-of-Concepts

18. In The End We Choose A 2-Pronged Approach
SLOW
FAST
Middleware Platform
SOA Ÿ Plug & Play Ÿ Loosely Coupled
API CREATION AND PUBLISHING
API-Led Connectivity
ENTERPRISE-GRADE CONNECTIVITY
DESKTOP
APPLICATIONS
MOBILE
APPLICATIONS
BUSINESS
DEVELOPMENT
MERGERS &
ACQUISITIONS
DATA
SYNCHRONIZATION
RAPID
DELIVERY
SELF-SERVE
ACCESS
SECURITY
DATA QUALITY
IDENTITY
CONSISTENCY

19. Here’s The 2-Pronged Approach Illustrated
SOA API
Publish & Subscribe Delivery Approach
A collection of services that allows any number of publishers to
communicate with any number of subscribers in near real-time
asynchronously and anonymously via an event channel.
API Delivery Approach
An Application Programming Interface specifies a software
component in terms of its operations, their inputs and
outputs and underlying types.
Real-Time Data Synchronization Layer
Data Synchronization, Low Touch, Minimal Business Logic
Innovation & Agility Layer
Custom Applications, Rapid Delivery, Unique User Experience

20. Our Answer To Loose Coupling: Canonical Data Model
Active Directory
Data Model
<displayName>
<givenName>
<sn>
<title>
<telephoneNumber>
<mobile>
<facsimileTelephoneNumber>
Workday Data Model
<Legal_First_Name>
<Legal_Middle_Name>
<Legal_Last_Name>
<Preferred_First_Name>
<Preferred_Middle_Name>
<Preferred_Last_Name>
<Preferred_Bus_Tile>
<Preferred_Tel>
<Preferred_Mobile>
<Preferred_Facsimile>
PUBLISHERS
Salesforce Data Model
<FirstName>
<LastName>
<Title>
<Phone>
<MobilePhone>
<Fax>
SUBSCRIBERS
Canonical Data Model
<Worker_Legal_First_Name>
<Worker_Legal_Middle_Name>
<Worker_Legal_Last_Name>
<Worker_Preferred_First_Name>
<Worker_Preferred_Middle_Name>
<Worker_Preferred_Last_Name>
<Worker_Business_Title>
<Worker_Telephone>
<Worker_Mobile>
<Worker_Fax>
…
SOA/API
A common internal data
format across the enterprise
to allow decoupling from
endpoints.

21. Our Answer To Plug & Play: The Programmable Enterprise
APIMGMT
Recruiting APIs
• Retrieve Candidate
• Query Candidate
• Hire Candidate
Project Team Benefits
• Real-time access to source data
• Reduces project team dependencies
• Decrease overall time-to-market
• Decreases setup & configuration time
• Community help & support
Business Benefits
• Increases overall business agility
• Greater budget control for projects
• Higher data governance controls
• Increases decision making confidence
• Minimizes overall maintenance costs
Worker APIs
• Retrieve Worker
• Query Worker
• Update Worker
Customer APIs
• Retrieve Customer
• Query Customer
• Update Customer
Order APIs
• Retrieve Order
• Query Order
• Update Order
Product APIs
• Retrieve Product
• Query Product
• Update Product
Web Apps
(Apex, Java, Ruby, PHP, etc.)
Mobile Apps
(iOS, Android, etc.)
Analytics Apps
(Wave, Tableau, Oracle BI, etc.)
Packaged Software Apps
(Oracle, PlanView, Lenel, etc.)
Data
Consumer
Data
Publisher
Enterprise API Portal

22. Realized We Needed Reusable Building Blocks
We had this…
State of the Art
Bike
but the business wants this…
State of the Art
Bike
Cruiser Bike
Commuter
Bike
so our answer was this!
SOME ASSEMBLY REQUIRED

23. Introducing The Worker APIs
• Access (near) real-time employee information & updates
• Easy-to-use REST APIs that deliver standard JSON documents
• Standardized data model with 110+ data attributes
• Robust OAuth 2.0 security and data compliance model
Highlights
• Flexible query language for retrieving data you need
• Guaranteed delivery for Worker updates
• Large volume, bulk processing for Worker updates
• Real-time API usage metrics for your applications
APIMGMT
Worker Retrieve
Responsible for delivering a single
Worker record using a unique ID
URL: https://api.corp.salsforce.com/worker/100047
Worker Query
Responsible for delivering one or more
Worker records via a custom query you define
URL: https://api.corp.salsforce.com/worker?q=jobTitle:API%20Developer
Worker Update
Asynchronously updates Worker information
for one or more records to the source system
URL: https://api.corp.salsforce.com/worker?action=promote
Custom Queries
Define your own custom filters
to access the data you want
Super Fast Retrieves
Quickly access specific Worker
records by their employee ID
Special Employee Actions
Promote, Transfer, Employment Change,
Compensation Change or an Organization Change
Your Enterprise Apps
Large Volume Support
Supports bulk updates
asynchronously

24. The Worker APIs In Action
Easy to use REST API for fast enterprise data retrieval
OAuth2 for secure authorization
Simple, 2-level JSON document
for easy end user consumption
Aggregated data from
multiple sources in
canonical data format

25. Our Answer To Faster Delivery: Continuous Delivery!
Lower Delivery Costs
Eliminate redundant roles. Streamline to higher value roles.
Lower staffing costs.
Confidence Through Consistency
Execution is efficient and consistent thereby increasing
delivery confidence.
Instant Feedback
Improvements to delivery pipeline can be measured. Better
regulatory SLA’s.
Increased Business Value
Team free to work on more business value and less time
in the trenches.
Shorter Delivery Time
Automated processes result in shorter processing time.
Quality Built-In
Automated functional and regression testing decreases
time-to-market.
C O N T I N U O U S F E E D B A C K L O O P
Version
Control
Build
Code
Unit
Tests
End-to-End
Tests
Stage
Deployment
Production
Deployment
Business CustomerInformation Technology
Enterprise Benefits
IDEA FEATURE
AUTOMATED DELIVERY PIPLELINE

26. Now Our Delivery Model Is Streamlined…
Information
Technology
1 $$
2
3
$$$$
$
PROJECT A
Research &
Development
1 $$$$
2
3
$$
$$$
PROJECT B
Sales &
Marketing
1 $$$
2
3
$$$$
$$$
PROJECT C
Finance
1 $
2
3
$$$
$$
PROJECT D
Mergers &
Acquisitions
1 $$$
2
3
$$
$$$$
PROJECT E
Budgets & Priorities
Departments within the business
prioritize dollars for various initiatives.
Some initiatives may be in partnership
with IT projects, while others might be
managed by the business itself. In
either case, data is needed for these
initiatives to be successful. Data
Consumer
API
MGMT
Recruiting APIs Worker APIs Customer APIs Order APIs Product APIs
API
PORTAL
ENTERPRISE SERVICE BUS
Data Delivery Platform
Certified enterprise data is
delivered in real-time via simple,
ease-to-use REST-based APIs. The
platform handles data aggregation,
authentication, authorization,
event notifications, error handling,
and transaction monitoring from
source systems and/or from master
data repositories.
Data
Publisher
Access Certified Data via Any Programming Language or IT Supported Tool
Self-Service Innovation Zone
IT managed tools and services for use
throughout salesforce.com for
project teams to consume and work
with enterprise data.
ETL & BPM Tools

27. Worker API Case Study
Challenge
Executive and location-based email distribution lists are manually
created by IT Global Service Desk (GSD) through tickets logged by end
users. For employee changes, such as a new hire, org change, or
termination, a new ticket is often created. In FY14, ~600 tickets were
logged for GSD, and executive admins spent 175 man days to manage
and/or reconcile email distribution lists for 377 Executives.
Solution
Leverage reusable Worker Query API developed by EI API team to
access real-time employee data in order to automate creation of email
distribution lists as well as manage the members who are part of these
lists. At time of launch: 1,131 email lists for 377 executives, 770 global
location based email distribution lists were created, and ~15k employees
benefited from the creation of these email lists.
Result
A total savings of $75k annually to the company. Increase in productivity
for employees on higher value tasks as a result of offloading manual
processes. Increase in end user satisfaction due to guaranteed inclusion
in critical communications.
$75k
Total Annual
Savings
175
Annual
Man Days
Higher Value
Activities
Customer
Satisfaction
EGGS
Automation
Query if VPs listed have groups, if not create
them & set posting/viewing permissions
Get members of existing groups
Update each group with members based on
diffed lists
Query for Worker data
List out all Workers Job
Level >= 11
Sort Workers by their orgs, if they
are manager in said org, who they
report to, and their work locations
Diff the list from Google and list
made above to find adds &
deletes
Google
Groups API
Worker
APIs
On-demand access to
(near) real-time employee
information & updates
With Google Groups, you can create online and
email-based groups.

28. Application-to-Application Case Study
Workday
Worker
Source
Adapter
MuleSoft
Org62
Target
Adapter
MuleSoft
Responsible for guaranteeing the
delivery of employee changes to
subscribing systems and/or APIs.
Includes a retry mechanism.
Responsible for retrieving and
managing employee changes
from Workday.
Peopleforce
Target
Adapter
MuleSoft
GUS
Target
Adapter
MuleSoft
Supportforce
Target
Adapter
MuleSoft
Worker
Message
Exchange
RabbitMQ
Responsible for subscribing to
employee events and handling the
changes for the target system.
135
Annual
Man Day
Customer
Satisfaction
$163k
Total Annual
Savings
Challenge
Salesforce User and Contact record updates from the source system of
record, in this case Workday, is a manual effort by our IT Global Service
Desk (GSD), as well as other Salesforce org owners. IT tickets are logged
for any changes to create, update or de-provision a User or Contact
record. In 2014, there were ~13k tickets logged for these type of events
with an average response time of 5 minutes close rate.
Solution
Target adapters were created to automate the creation, updates and de-
provisioning of User and Contact records leveraging the real-time
integration platform. Changes published from the Workday to the
subscribing target adapters process the data accordingly to their business
requirements. At the end of 2014 a total 2.3M updates were handled by
the integration platform
Result
A total savings of $163k annually to the company. Increase in productivity
for employees on higher value tasks as a result of offloading manual
tasks. Increase in end user satisfaction due to guaranteed system
synchronizations.
Higher Value
Activities

29. Thank you
@chris_tiernan | in/ctiernan | www.christiernan.com