We design, build, and run Salesforce automation for companies past $1M in revenue who have outgrown what their admin can do alone. Most of the work isn’t in the CRM - it’s at the edges, where Salesforce has to talk to billing, delivery, marketing, and ops without losing data. That’s the layer we own.
If you’re shopping for an SI to roll out a fresh Lightning org, we’re not the right call. If you have a working Salesforce instance and a backlog of automation work that keeps getting punted because it crosses system boundaries, that’s exactly what we do.
What we automate with Salesforce
These are the patterns we install most often. Each one ships as a production system with monitoring, not a sandbox demo.
- Lead routing logic that respects territory, product line, and capacity. Most orgs route on a single field. We build router Flows (or Apex when the rule tree is too deep for declarative) that read industry, ARR band, geo, current rep load, and round-robin fairness all at once - and log every routing decision so disputes resolve in 30 seconds instead of three meetings.
- Quote-to-cash flow from Opportunity to invoice. Closed-Won fires a chain: contract generation in your CLM, customer creation in QuickBooks or NetSuite, project record in your PM tool, kickoff email to the customer, internal Slack handoff. No rep re-entering data. No “I thought you sent the invoice” thread.
- Pipeline hygiene automation. Stale-deal alerts based on stage-specific aging rules, missing-field nudges that prompt reps in the right Lightning section instead of generic emails, duplicate detection that runs on create AND on update, and merge automation for the obvious cases your admin doesn’t have time to clean manually.
- Custom-object workflows for ops-specific records. When standard Lead/Contact/Account/Opportunity doesn’t fit (renewals, units, locations, equipment, claims), we model the custom object set, build the Flow/trigger logic on it, and wire it into reporting so dashboards reflect reality.
- Activity capture and sales intelligence. Email and calendar logging via Einstein Activity Capture or a Gmail/Outlook add-in, call recording sync from Gong or Chorus, conversation tags written back to the Opportunity, and rep activity scoring that managers can actually use in 1:1s.
- Bi-directional sync with marketing, support, and finance systems. Salesforce ↔ HubSpot for marketing, ↔ Zendesk or Intercom for support, ↔ QuickBooks/NetSuite for finance, ↔ Stripe for billing events. Either via Connected Apps + native connectors, or n8n/Make/custom code when the native option drops too many fields.
- Approval workflows that don’t stall. Discount approval, contract approval, custom pricing approval - with escalation paths when an approver doesn’t act in N business hours, mobile-friendly approval surfaces, and a written audit log on the Opportunity record.
- Renewal and churn automation. Auto-created renewal Opportunities at the right point in the contract, owner assignment based on the original deal and current account health, usage-signal flags from your product analytics fed into the renewal record, and a 90/60/30-day cadence that triggers without a CSM remembering.
How we work with Salesforce
We work in three layers, and we’re explicit about which layer each problem belongs in.
Layer 1: native Salesforce. When the work belongs in the platform, we build it in the platform. Flow Builder for the declarative cases, Apex triggers and classes when Flow can’t express the logic cleanly (or when bulkification matters), Lightning Web Components when the UX needs work, and Connected Apps for outbound auth. Everything goes through sandboxes - we don’t push directly to production. Every change has a deployable manifest, every Flow has a documented purpose, and we never leave orphaned automations behind.
Layer 2: cross-system orchestration. When the workflow crosses Salesforce and at least one other tool, we usually move the orchestration layer to n8n, Make, or custom code. The reasoning: Flow is great inside the org, but it’s a bad place to manage retry logic, third-party API rate limits, and observability for multi-system processes. We use the Bulk API for batch loads, the Streaming API or Platform Events for push notifications out, and webhooks back in via Apex REST endpoints when needed. See our n8n automation guide for how we structure these.
Layer 3: custom builds. When a system requires logic that doesn’t fit native or iPaaS - complex rep-assignment algorithms, AI-scored lead routing, internal portals that surface Salesforce data in a non-Salesforce UI for ops teams - we build it as a service against the REST and Bulk APIs, with proper retry, observability, and a deployment story.
Discovery is one to two weeks of mapping your current org, your real automation pain, and the priority list. Build is scoped per system, not as one giant project - each system goes live and earns its keep before the next one starts. Then we hand off documented, or stay on retainer to operate it.
Common integrations
These are the systems we connect Salesforce to most often. Where we’ve written it up in detail, the link goes to the post.
- HubSpot - most common request, especially when marketing lives in HubSpot and sales lives in Salesforce. Walkthrough: Salesforce and HubSpot integration.
- Slack - pipeline notifications, deal-room channels, approvals via Slack actions, and Slack Connect for shared customer channels. Walkthrough: Slack and Salesforce integration.
- Google Sheets - ad-hoc reporting, finance-team extracts, and ops dashboards your CFO will actually open. Walkthrough: Google Sheets and Salesforce integration.
- QuickBooks / NetSuite / Xero - Closed-Won to invoice, payment status back to Opportunity, and customer/contact sync.
- Zendesk, Intercom, Front - case ↔ Account/Contact sync and CSAT signal back to Salesforce for renewal risk.
- Stripe - subscription events written to a Salesforce custom object, MRR rollups on the Account, and dunning signals routed to the right CSM.
- DocuSign, PandaDoc, Ironclad - contract generation from the Opportunity, signed-document storage on the record, and Closed-Won automation gated on signature.
- Outreach, Salesloft, Apollo - task and activity sync, sequence enrollment from Salesforce, and reply data written back to the Lead/Contact.
- Gong, Chorus, Clari - call transcripts and AI-extracted commitments written to the Opportunity, and forecast roll-ups grounded in real activity.
What makes a 2V engagement different from a Salesforce partner
Most Salesforce partners are implementation shops - they’re great at standing up an org or rolling out a new cloud. We’re operations engineers who happen to be excellent in Salesforce. A few practical differences:
- We’re operations-first, not implementation-first. We don’t bill by certified-resource-hour. We scope by system and deliver against ROI metrics agreed up front.
- We own automations end-to-end after delivery. Most partners hand you a build and bill you for change requests. We run a retainer model where the automations we ship are ours to keep working - see our operations automation and sales automation pillars.
- We work with your existing admin, not over them. Your admin keeps owning the org. We own the heavier engineering and cross-system work that doesn’t fit a single admin’s plate. We document everything in a form your admin can read.
- We don’t push you to switch tools. If you’re on Salesforce, we make Salesforce work. We’re not paid to move you to another platform. If you’re already wondering whether HubSpot would fit better, we’ll tell you straight - but the default is to make what you have work.
- We’re cross-stack. We don’t get stuck the moment the workflow leaves Salesforce. The integration with QuickBooks, Slack, your data warehouse - that’s the same engagement, not a referral to another vendor.
When to hire us vs hire in-house
Hire a full-time Salesforce admin or developer when you have predictable, repeated configuration work (page layouts, permission sets, simple Flow changes, ongoing user support) and at least 30 hours a week of it. Most $1M-$20M companies hit that bar.
Hire us when:
- The automation work crosses Salesforce and 2+ other systems, and your admin can’t own all of them.
- You have a backlog of “we should automate that” items that keep getting deprioritized because they’re too engineering-heavy for an admin and too small for a full-time hire.
- You need Apex or LWC work and don’t want to keep a developer on payroll for it.
- Your last automation push left you with brittle Flows that nobody documented, and you need someone to clean it up and own it going forward.
- You’re past $1M in revenue and the ops gap is costing more than the engagement.
Run both in parallel for most teams: your admin owns day-to-day in the org, we own the engineering and cross-system layer.
Pricing & engagement
We have a $5k project minimum. A typical single-system install in Salesforce - say, the full quote-to-cash flow from Opportunity to invoice including all the cross-system wiring - runs $15-50k depending on how many external systems are in scope and how clean your data is going in. Retainers for ongoing operation, optimization, and incident response start at $1k/mo and scale with the surface area we’re responsible for.
We don’t quote off a phone call. The Efficiency Scorecard is how we get to a real number - 10 minutes of inputs, and you’ll see where the highest-ROI Salesforce work lives in your stack and what it should cost. Use the ROI calculator if you want a rougher estimate first.
FAQ
Do we need to be on Enterprise edition to work with you?
No. We work across Professional, Enterprise, and Unlimited. Some specific things - Apex, more API call headroom, Platform Events - require Enterprise or higher, and we’ll flag that during scoping if it applies. If you’re on Essentials or Professional and an automation needs Enterprise to ship, we’ll tell you the cost trade-off rather than assume.
Can you work with our existing Salesforce admin?
Yes - and we prefer it. Your admin keeps ownership of the org. We take on the engineering work that doesn’t fit an admin’s day. We document every change in a way your admin can read and maintain, and we share the deployment manifest so nothing we do is a black box.
How long does a typical Salesforce automation project take?
The first system goes live in 4-6 weeks for most engagements. A full automation backbone - quote-to-cash, lead routing, pipeline hygiene, renewal automation, cross-system sync - takes 4-8 months installed in priority order, with each system live and earning ROI before the next one starts. We don’t do big-bang launches.
Do you work with Salesforce Industry Cloud (Health Cloud, Financial Services Cloud, Nonprofit Cloud)?
Yes, with the caveat that we’ll need a discovery call to confirm we have the relevant domain knowledge. Industry Clouds have a lot of pre-built data models we don’t want to fight, so the scoping is more conservative than a vanilla Sales Cloud project. We’ve worked in Financial Services Cloud and Nonprofit Cloud; for others we’ll bring an industry partner in if needed.
Can you migrate us off Salesforce?
We can, but we usually argue against it. Salesforce migrations are 6-12 month projects that burn the org’s automation appetite for a year. Unless there’s a hard reason (acquisition, cost, a platform mismatch the business has outgrown), we’d rather fix the parts that frustrate you in the org you have. If you’re determined to move, we’ll plan the migration and run it.
What if our data is a mess?
Most of it is, when we start. We scope a data clean-up phase before automation goes live when it matters - duplicate consolidation, picklist standardization, owner reassignment, missing-field backfill from external sources. The clean-up is usually a one-time cost, and the automation we install afterward keeps the org from sliding back.
Do you cover Salesforce CPQ?
We do, but CPQ is its own discipline. If your engagement is mostly CPQ-centric (product catalog, quote templates, complex pricing rules), we’ll either bring in a CPQ specialist or recommend one. Where CPQ touches the rest of your automation (Opportunity, contract, invoice, fulfilment), that’s our lane.
Will the automations break when Salesforce releases a new version?
Salesforce ships three major releases a year. Native Flows and properly bulkified Apex generally survive them without issue, and we monitor the release notes. The risk lives in deprecated APIs, removed retired-feature behavior, and third-party connectors. Retainer clients get a release review before every Salesforce release; project-only clients get a one-page summary of risks.
If your Salesforce org is the system your business runs on but the automation layer keeps falling short of what you actually need, the Efficiency Scorecard is the right next step. Ten minutes in, you’ll see where the highest-leverage Salesforce work lives in your operation and what an engagement would look like. If your stack also leans on HubSpot, Slack, or QuickBooks, the scorecard maps those too.