This document provides an overview and agenda for an expert hour webinar on integration. It introduces the presenters and their backgrounds in Salesforce and integration. The agenda covers who the webinar is for, its format, defining what integration is and why it's important. It discusses use cases and tools for integration, providing examples of how other Salesforce customers use integration. This includes integrating apps like Pardot and Cirrus Insight with Salesforce, using platforms like Mulesoft to connect ERP data to Salesforce, and utilizing the Salesforce API. It demos building an integration between Salesforce and QuickBooks without code using Workato.

1. Expert Hour
Integration: Why, What & How?
Tuesday November 10th 2015

2. TEAM
Geraldine GRAY
Worked with CRMs since 1998 and
Salesforce since 2000. Now runs Endiem -
a Salesforce practice based in Houston;
we believe that Salesforce should work for
your company and your unique processes
- work should be easier, information
should be available and it shouldn’t be
a chore.
“We do good work for nice
customers”
Salesforce MVP &
Principal at Endiem
Geraldine GRAY
A member of the Customers for Life
organization at Salesforce for almost 5yrs.
Before becoming a Community & Webinar
Delivery Manager, I worked with customers
as a Success Manager for 4 years,
providing guidance and strategic advice to
help customers maximize the value of their
investment in Salesforce.
Becky WEBSTER
I’ve worked with Salesforce for over 9
years as an admin and a consultant.
Currently I consult independently with
Allenium based out of Salt Lake City. I
believe in the power of Salesforce Admins
to influence major aspects of their
organizations, and I love nothing more
than empowering and working with fellow
admins!
Salesforce MVP &
Managing Partner, Allenium
Martina CURRAN
Community & Webinar
Delivery Manager

3. AGENDA
WHO this
WEBINAR Is for?
WHAT is the format
of the SESSION
WHAT is integration
and WHY is it important
What can integration
do for you?
Use cases & tools

4. Integration is all about bringing data from disparate
sources into one view so that your team can stop
working in silos and either see what’s important on one
screen or through a single set of reports or so that they
can use different types of technology within one view or
interface
Everyday example:
Your Outlook contacts on
your iPhone
What is integration ?
​ One view of many data sources
Think about ‘cooking with friends’, some
bring the ingredients, some the recipes, others
get their hands on…ALL FOR ONE
DELICIOUS MEAL.

5. Why is integration important?
​ 6 reasons
e.g accessing files stored in Box from related
Salesforce records
Integration
streamlines the
user experience
e.g. when a customer who always pays on time
asks for a discount the salesperson can view
payment history and make an informed decision
Allows data from one
source e.g. an accounting
system to flow into another
source e.g. Salesforce CRM
to enable users to make
data-driven decisions
e.g. when an opportunity is closed in
Salesforce automatically create an account
in the ERP and notify the Finance team
Keeps your data
in sync
e.g. when an opportunity is closed-won in
Salesforce begin the software deployment process
to the new customer
e.g. when a case is managed in Salesforce and a
worker’s schedule is changed send a text message
to the technician alerting them of the change
Keeps teams in sync
and alert to changing
workloads
e.g. when a customer raves or complains
about your company on Facebook/Twitter
create an integrated workflow to thank
them or to solve their issue
Combining
disparate tools
and data drive a
better customer
experience
Creates cost
efficiencies for
staff and removes
manual/duplicate
work

6. How do other Salesforce customers use integration in real life?
​ a. Apps that have connectors between two technologies (PARDOT)
PROS CONS
Admin-installed and controlled but you need
to follow instructions and ensure mapping is
correct and security controlled
Allows users to add campaign members on
the fly
Creates a trail of prospect interactions so you
can drop the right info at the right moment
Integration features can change with
each release so the admin needs to
stay on their toes
Currently there are two systems to
maintain
Using PARDOT AND SALESFORCE
to manage customer interactions and
marketing activities
Important because ANYONE
with patience and some
Salesforce skill can set it up
USE CASE:
An investment firm
specializing in
identifying and
accessing venture
capital and growth
equity partnerships

7. How do other Salesforce customers use integration in real life?
​ a. Apps that have connectors between two technologies (CIRRUS INSIGHT)
“Using Cirrus Insight has increased
Salesforce adoption for every user because
the whole company is now logging activities
and working with their opportunity records
every day.
Plus they can use company email templates
so our messages are standardized”
Paid app requires some internal selling vs.
the free Salesforce connector
Using CIRRUS INSIGHT to Cirrus
Insight to put Salesforce inside
Outlook/Gmail
Important because it allows
users to work in their email but
view and manage Salesforce
records in the SAME SCREEN
USE CASE:
An investment firm
specializing in
identifying and
accessing venture
capital and growth
equity partnerships
PROS CONS

8. How do other Salesforce customers use integration in real life?
​ b. Ready-made integration tools like Mulesoft, Jitterbit, Infomatica or others
A ready-made integration platform that is
future-proof
Provides self-monitoring, one and done
setup
Lives behind the customer’s existing firewall
and meets required security policies
Needs a developer and IT to setup
Admin needs to understand how data
integrates with other tools and workflows
Team must determine which record will win
on a conflict and how to design data ETL
Using MULESOFT to connect their
ERP data (JD Edwards) and their
salespeople's information to
Salesforce
Important to this company
because clients often order via
customer service and bypass the
sales team for services which can
mean a LOST UPSELL
USE CASE:
Leading oil and
gas equipment
manufacturer in
Houston
PROS CONS

9. How do other Salesforce customers use integration in real life?
​ c. Utilizing the SFDC API
Solution is very robust and scalable
One and done solution for many years
Sits behind their firewall
Very cost effective when processes will not
change
Lots of documentation and support to help
implement
Needs a developer and IT interaction
You must have your process and
requirements well-defined
Can be time-consuming to set up
Need to understand and determine which
API solution is the best fit for your company
Using subscription-based
industry data to plot activities on a
Google-like map inside Salesforce that
illustrates rig movement
Important because when a rig
moves it should motivate the
salesperson into action
USE CASE:
A Houston-based
organization that
operates in oil
fields across every
major shale play in
the U.S. to deliver
water solutions to
customers
PROS CONS

10. How do other Salesforce customers use integration in real life?
​ d. Plug and play integration connectors e.g. Zapier, Workato
Almost risk-free, expert solutions
Ready to go out of the box or Zapier will
build it for them
Low cost entry to AppExchange integration
Fixed fee
Controlled by third party
Might not scale if their AppExchange
product becomes hugely successful
Build an INSTANT CONNECTOR between an external app and Salesforce
USE CASE:
A Portland-based
software product
company have many
customers who want
to connect their new
marketing tool with
existing Salesforce
data
PROS CONS

11. Demo: Building an Integration Independently
…Without Code!
SCENARIO:
A small business who uses Salesforce for CRM and Quickbooks (“QBO”) for
accounting would like to create an automatic integration of their customers
and invoices between the two applications
Challenge: integration with the QBO connector
Solution: use Workato to build recipes that trigger synchronization updates

12. What is WORKATO?
INTEGRATION TOOL that does not require
Code or integrations experience
Engine that allows you to create “RECIPES”
That can create or update records in one system
based on a specific trigger in another system
Browse and clone recipes created by other
members of a Workato COMMUNITY
At the intro level the SERVICE IS FREE, making it
a fantastic resource for admins

13. What apps can WORKATO connect?

14. Demo: Salesforce & Quickbooks Integration
Used to manage client
accounts and opportunities
Used to create and send invoices,
as well as accept payment from clients

15. Demo: Salesforce & Quickbooks Integration
ACCOUNT
OPPORTUNITY
CUSTOMER
INVOICES
W

16. Demo goal: sync customers and
invoices between Salesforce and QBO
Scenario 2
When customer
Opportunity closes
in Salesforce,
generate new
invoice in QBO
Scenario 3
When customer
pays QBO invoice,
update Opportunity
record in Salesforce
Scenario 1
New customer
Account in
Salesforce triggers
new customer
record in QBO

17. Review: why is integration important?
Integration
streamlines the
user experience
Allows data from one
source e.g. an accounting
system to flow into another
source e.g. Salesforce CRM
to enable users to make
data-driven decisions
Keeps your data
in sync
Creates cost
efficiencies for
staff and removes
manual/duplicate
work
Keeps teams in sync
and alert to changing
workloads
Combining
disparate tools
and data drive a
better customer
experience

18. Questions

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