The Ultimate

Guide to
Salesforce
Integration
Quickly Connect Salesforce to
Drive Efficiencies and Insights
The Ultimate
Guide to
Salesforce
Integration
Quickly Connect Salesforce to
Drive Efficiencies and Insights
 Table of Contents
Integration
3  for Salesforce:
More Data, Better Data for Faster Insights
4 PART 1
10 Tips for Salesforce Integration
15 PART 2
Salesforce Integration Checklist
21 PART 3
Salesforce Integration for Healthcare,
Financial Services and Retail
28 PART 4
Use Case | Publish/Subscribe Hybrid
Architecture with Azure Service Bus and Boomi
32 PART 5
Use Case | API Management and
Integration for On-Demand Data
35 Boomi for Salesforce Integration

e-book | The Ultimate Guide to Salesforce Integration 3

Integration for Salesforce:
More Data, Better Data
for Faster Insights
Salesforce is a revolutionary information
platform. It is even better with integration.
On its own, Salesforce can dramatically
improve how companies run their sales
operations, support their customers, and
provide products and services to a market.
With integration, organizations make
Salesforce more valuable through data.
By tapping into a native-cloud, low-
code integration platform like Boomi,
businesses can automate manual
data management tasks, ensure far
more accurate data, quicken business
workflows, and provide much greater
operational visibility to an organization.
Through integration, you can connect
Salesforce to other critical business
applications for enterprise management,
finance, human resources, operations
and logistics.
Ready to get started?
e-book | The Ultimate Guide to Salesforce Integration
Integration enables workflow automation,
building on Salesforce data and linking it to
other data sources and operational areas.
Integration speeds Salesforce adoption
within your organization by seamlessly
delivering essential data into the
platform, eliminating many manual data
management tasks, automating workflows
and ensuring data quality.
By integrating Salesforce with other
applications, APIs and resources, you make
Salesforce even more valuable to your
employees and your organization.
The following guide offers a wealth of
ideas and insights for planning your
Salesforces integration projects.
4
 PART 1

10 Tips
for Salesforce
Integration
Starting a new Salesforce integration
project? No worries!
Check out our tips for planning your next
Salesforce integration project.

e-book | The Ultimate Guide to Salesforce Integration 5

 Think
Beyond
1 If you’re switching to Salesforce from another CRM, the first thing
you’re going to do is migrate your data. You’ll export data from your old
CRM and import it into Salesforce.
Transfer only what you need. If there is data that is no longer relevant in
your old system, there’s no point in transferring it to Salesforce, where it
will take up storage space and make relevant data harder to find.
The most important thing to know about data migration is that it’s

Data
simply a first step. It prepares you for using Salesforce, but it doesn’t
set up your organization to get the most from Salesforce. That requires
integrating with other applications.
Migrating data is like putting gas in a car. It enables the motor to start.

Migration
But the data is still idling. The car remains in park.
Integration is how you put that data in motion, delivering it to other users
and business systems for better insights and faster processes.

Integration How-To
Data migration is typically done with a bulk data transfer. The transfer
copies data from your old CRM system and loads it all at once into
Salesforce.
To support long-term growth and business improvements, you’ll need a
data integration platform that does more than just bulk data transfers.
An integration platform should support application integration, workflow
optimization, API management, data management and other key features
described in this eGuide.
Inevitably, you’ll want to bring more data into Salesforce. And you’ll want
an integration environment that can easily support your data needs as
your Salesforce integration evolves.

e-book | The Ultimate Guide to Salesforce Integration 6

You’ve got your CRM and sales data loaded into Salesforce. Now you’re
ready to begin integrating Salesforce with your other business systems.
That’s how you’re going to extend the value of Salesforce across
your organization, making the most of all the wealth of features in the
industry standard for CRM.
Our advice? Start small.
Don’t rush into any integration project that is too complex.
We recommend starting with a simple point-to-point integration,
connecting Salesforce to just one other application. Many Salesforce
customers start with a quote-to-cash integration.
2
Start Small
A quote-to-cash integration exports a sales quote from Salesforce
into an ERP system such as SAP or an accounting platform such as
NetSuite or QuickBooks. Using data from this integration, your ERP
or accounting platform can generate an invoice and record payments
based on a quote issued in Salesforce.
A quote-to-cash integration is a practical first step to expanding your
organization’s use of Salesforce. It begins to automate the most basic
workflow at the heart of Salesforce: closing a sale.

Integration How-To
Look for an integration technology that makes it easy to connect
Salesforce to your other key business applications.
An integration platform that includes ready-to-use connectors for popular
applications such as NetSuite, Oracle, QuickBooks and SAP saves you the
trouble of hiring programmers to develop these connectors from scratch.
While focusing on a single project, you should also assess the
integration tool on its ability to scale and provide an array of
integration capabilities. That way, you can easily grow the scope of
your projects as you gain experience.
And with a true cloud-native, multi-tenant integration service, your pricing
can easily scale with your usage.

e-book | The Ultimate Guide to Salesforce Integration 7

Build on the
Strengths
3 When developing a roadmap for Salesforce integration, it’s important to
recognize the unique strengths of each of your business applications.
Salesforce is a best-in-breed platform for CRM and sales
management. Your organization probably has other specialized
applications for accounting, inventory management, human resources
management and logistics.
You might be using Salesforce for CRM, QuickBooks for accounting,
and Workday for HR. Or Salesforce for CRM, Oracle for accounting,

of Your
and SuccessFactors for HR. Or some other combination of applications,
each selected to serve a certain purpose.
In planning your integration, recognize that each of your applications
has its own strengths and weaknesses.

Applications
You’ll want to continue to use each application for what it does best. By
taking a best-of-breed approach, integration can build on the strengths
of all your applications — speeding businesses processes, ensuring data
consistency and automating workflows.

Integration How-To
Look for a flexible integration platform that works with all the applications
you have. It should let you select the best features of each.
Your integration platform should also be to quickly connect any cloud
applications or services, while being equally adept at working behind
firewalls and support legacy, on-premise systems.
Critically, it should support your strategy to adopt best-of-breed
applications, using integration tools to orchestrate the flow of data among
these systems.
Adopting a best-of-breed philosophy increases the return on your IT
investments and reduces user frustrations.

e-book | The Ultimate Guide to Salesforce Integration 8

Your Salesforce users know what they need.
They know what they’re missing, and they have ideas for how
connecting applications and accessing data can improve productivity
and efficiency. And they know how your business processes work.
Talk to your Salesforce users and get them involved.
Ultimately, Salesforce needs to work for your teams. If not, your
employees will not readily adopt Salesforce.
Integration gives business users the opportunity to fill in the blanks for
their everyday work. Through integration, data from one application can
4
Talk to Your
Business
Users
automatically populate data fields in Salesforce.
Integration eliminates the need for copy and paste. With integration,
organizations can consolidate data, streamline procedures, and reduce
busywork. The actual users of these processes will be able to tell you
exactly what works and what slows down their productivity.
Let business users guide your integration strategy, so they can eliminate
their repetitive, manual data tasks.

Integration How-To
Because business users know what they’re looking for, it makes sense
to give them a development tool that lets them design integrations and
customizations themselves.
A low-code approach with a drag-and-drop interface helps business
users to serve themselves, while ensuring that data integrations and data
access remain under the control of the greater organization.
Low-code development — favored by most business users and made
popular by companies like Salesforce and Boomi — eliminates the
extensive time required to create and manage legacy and hand-coded
integrations.
With a modern integration platform, developers are freed to focus on
more complex and strategic design and development projects, while
businesses gain oversight, efficiency and productivity.

e-book | The Ultimate Guide to Salesforce Integration 9

 Lay the
Groundwork
5 Once you’ve identified the best application for each business function,
note which application should serve as the “system of record” — the
definitive source for each type of data.
For example, Salesforce will serve as the system of record for customer
data. Your accounting application will likely serve as the system of
record for invoices, receipts and financial statements.
As your Salesforce usage matures, you will want to implement a master
data management (MDM) system. With MDM you will be able to
consistently define and govern your critical data to create a single point

for Master
of reference, a “golden record.” MDM is the way you can ensure your
systems of record are populated with clean, non-redundant and up-to-
date data.
But even before you implement an MDM system, it’s good to note

Data
which application or system will be the official source for a given type
of data. Once that is in place, you can then use MDM to ensure all
applications defer to the data in your golden records, guaranteeing all
employees have the same accurate view.

Management
Integration How-To
Integration involves moving data from one system to another. Often that
data is transformed or combined with other data.
To ensure that all your systems and users are always working with
the most current and authoritative data, it’s important to design your
integration processes so they do not undermine any system of record.
If your integration platform supports MDM, then you can implement
MDM practices along with mapping integrations and automating
workflows.
A comprehensive integration platform with MDM spares you the trouble
of learning and managing a separate application dedicated to MDM.
You will also have a clear, one-stop view of all your integrations and how
they interrelate, making MDM development even easier.

e-book | The Ultimate Guide to Salesforce Integration 10

Now that you have identified the best applications for each part of a
business process, you can begin designing workflow automation.
Ask yourself how data moves through your organization. What data is
needed by which people in order to take a specific action or make a
specific decision? Then ask how that data and those actions involve
Salesforce.
For example, if Salesforce is going to be the system of record for
customer information (including customer addresses and phone
numbers), ask how that information should be distributed to other
systems and departments.
Ask also how information from other departments could be
6
Map
Out Your
Business
used in Salesforce.
For example, should salespeople be notified right away when a product
is shipped to a customer? Can that information automatically appear in
Salesforce through data integration, rather than requiring a salesperson

Processes
to log into a different system with shipping records?
How can information about orders, customer support tickets and other
data move from one system to another, reaching decision-makers
quickly and keeping the right people informed?

Integration How-To
As you map workflows, you will probably discover that data is needed in
multiple places. For example, the accounting department needs customer
and
Workflows
address information to issue invoices. Your shipping department likely
would also need that same information.
In some cases, data can be transferred or updated on a regular schedule,
such as a batch process that runs every night.
In other cases, data will need to be transferred real-time or near real-
time. For example, a customer service agent opens a service ticket
for a customer. That ticket should be added to the customer record in
Salesforce so the whole organization has an up-to-date, complete view of
the customer.
For each workflow, note which data integrations require batch operations
and which require real-time or on-demand operations.

e-book | The Ultimate Guide to Salesforce Integration 11

 Use Batch
Integrations
7 Batch integrations are data transfers that occur on a cadence. The
cadence could be hourly, daily, weekly, monthly or at some other time
interval.
At some predefined interval, the integration service checks to see if
something has changed. If it has changed, the integration service takes
action, such as copying data into or out of Salesforce.
A batch integration might check to see if new qualified leads have been
created in a marketing system. If so, the batch services will copy those
leads into Salesforce, creating new records.

to Get Your
Or a batch integration might check to see if something changed in
Salesforce. If it has, then the integration service will update some other
system, such as an ERP system or marketing platform.
In most companies, batch integrations make up about 70 percent of

Organization
the integrations involving Salesforce. It’s likely your organization could
benefit from batch integrations that streamline operations and improve
data consistency across applications.

Integration How-To

in Sync
Think about how data changes in your organization and how that data
affects Salesforce.
What data outside of Salesforce should trigger updates within
Salesforce? And when data in Salesforce changes, what other
applications and services should be updated?
For each of these relationships, note the interval at which these updates
should occur.
Updates should be timely, but scheduling should be practical. Unless data
is mission-critical, there’s no need to check for changes every hour if the
data is liable to change only once or twice a week.
Be sure to look for an integration technology that supports any type of
batch integration. It should also offer performance capabilities to easily
manage large batch data updates or complex schedules.

e-book | The Ultimate Guide to Salesforce Integration 12

In addition to batch integration, Salesforce supports real-time integration
and on-demand integration.
A user clicks a button in Salesforce, and that triggers a real-time
integration workflow to retrieve data from another system. For example,
an account representative wants real-time information about a product
shipment to a customer. She clicks a button, and an integration retrieves
the latest data from an ERP system.
Outbound messaging can provide an immediate view of the customer in
Salesforce, even if the data doesn’t reside in Salesforce.
A full-featured integration platform can help teams quickly build and
manage outbound messaging routines. Instant updates bring far more
8
Add
Outbound
Messaging
agility to a distributed workforce.
This makes it possible for your employees and partners to always have
the latest information in one place.

or Platform
Real-time integration spares users the need to get information through
other, more time-consuming ways, such as sending email and waiting for
a response or manually logging into multiple systems.

Integration How-To
Salesforce has its own development platform and programming language
for real-time or on-demand integration, know as Apex. Salesforce Apex
integrations require writing custom code. Events for
Instant
For multiple integrations, many Salesforce customers find it preferable to
adopt a low-code approach that does not involve writing code in Apex.
A low-code approach helps business users quickly configure on-demand
integrations without the help of software developers, the IT department

Updates
or expensive consultants.
In addition to Apex, Salesforce also offers integration APIs for bulk data
transfers and event-based transfers. Recently, Salesforce also added
Platform Events for event-based integration.
A robust integration platform should support all these options while also
providing built-in connectors, API management, MDM support, and other
features for streamlining integrations and improving data quality.

e-book | The Ultimate Guide to Salesforce Integration 13

 Don’t
Forget Your
9 If your organization has adopted other SaaS applications besides
Salesforce, you’ll need an integration technology that works well with
cloud-based software.
Of course, most organizations have many applications, databases,
and other IT resources on-premise, too. It’s also vital to be able to
seamlessly connect to those legacy data sources.
While Salesforce is a leader in cloud-based computing, critical data for
Salesforce can just as likely come from legacy, on-premise applications.

Legacy Data So an integration plan for Salesforce should also consider the best
mechanisms for managing both on-premise and cloud integrations
across a hybrid IT infrastructure.
Cloud adoption should not hamper your integration strategy, and your
integration strategy should not hamper your cloud adoption. In all cases,
you should assume you’ll need to access data from the cloud (from within
your data center) and possibly from your partner’s legacy systems.

Integration How-To
You want to avoid having to deploy two separate integration platforms:
one for the cloud and one for on-premise. Doubling platforms increases
costs and complexity.
Most importantly, the integration environment should be seamless
between cloud or on-premise. Same interface, same tool. This provides
“economies of skills” and greatly streamlines integration tasks while
lowering costs.
A comprehensive integration platform should meet all your integration
needs, whether in the cloud, on-premise or in hybrid configurations. If
Salesforce can’t easily integrate with a data source, your organization
won’t be able to use it to its full potential.

e-book | The Ultimate Guide to Salesforce Integration 14

Getting data into Salesforce is only half the value of integration. Once
consolidated and organized in Salesforce, you are then free to explore all
kinds of reporting and analytics options.
A “single pane of glass” dashboard makes assessment and analysis a one-
step process.
By integrating other business systems with Salesforce, you make it easier
to generate operational snapshots using Salesforce Analytics or custom
reporting within Salesforce.
10
Think
About Your
Insights
Figure out which data from which sources you need, then use your
integration platform to connect those sources to Salesforce. This way,
you will be able to build the exact report you need for a comprehensive
view of a given part of the business.
Also, determine the frequency for reports. Does the data need to be
fed real-time for up-to-the-minute views? Or only periodically updated
through a batch transfer?

Integration How-To
An integration platform can help expand on Salesforce reporting
capabilities by allowing you to create more complex, customized reports
or to build a local, on-premise repository for different types of reports to
feed other applications.
Modern, low-code integration makes it easy to grab the data you need to
drive Salesforce Analytics and other Salesforce-related dashboards.
Whether the data you are collecting is in the cloud, on-premise or
accessed via mobile devices or social apps, an integration platform can
sync Salesforce data in real time to provide the kind of insights and
visibility needed by your organization.

e-book | The Ultimate Guide to Salesforce Integration 15

 PART 2

Salesforce
Integration
Checklist
To help you plan and manage your
Salesforce integration, we have put
together this checklist of important issues
for you to consider with any Salesforce
integration project.

e-book | The Ultimate Guide to Salesforce Integration 16

The People
As with planning any project, your Salesforce project starts with the people
involved. Be sure to account for the owners and users of the applications and
data. Find out how their insights and perspectives shape the business needs
and technical requirements for the project.

Identify who owns and uses the
applications and the data involved in your
integration project
ȪȪ How might their usage of the
applications and data have implications
for how you plan the integrations?
Understand how you need to control
access to the relevant applications and
their data
ȪȪ Who can change the data?
ȪȪ Who can only view the data?

ȪȪ What limitations are they running into Talk to all stakeholders to understand
with their applications? their business goals

ȪȪ How might your project change the ȪȪ What are all the use cases relevant to
way they use their applications and your Salesforce integration project?
data? How do they relate?

Identify who is responsible for ȪȪ Do all stakeholders agree about how

managing the data you should design and manage your
Salesforce integrations? If there are
ȪȪ Are they different than the owners? differing opinions, what are they?
If so, why?
Understand your organization’s
integration standards and best practices
ȪȪ Who manages these programs?

e-book | The Ultimate Guide to Salesforce Integration 17

The Processes
Processes are about how the data flows from one endpoint to another.
The endpoints can be applications but could also be various stops along the
way for staging, vetting or modifying the data before it moves on to other
applications. Map out how your data flows across the organization.

Identify the endpoints Determine the volume, frequency and

ȪȪ Where does the data live?
ȪȪ Where does the data need to go?
Map what needs to happen to the data as
it travels from one endpoint to another
ȪȪ What are the key touchpoints or stops
it will need to make?
ȪȪ Does the data travel point-to-point or is
it shared?
ȪȪ In which direction is the flow of data?
ȪȪ Will it need some sort of validation,
access approval, etc.?
ȪȪ Will the data need to be enriched with
data from other sources to make the
data more useful?
ȪȪ When and how is the data reconciled?
performance of the delivery of the data
required by the various applications
ȪȪ Will you be moving a lot of data? If so,
when will this need to happen?
ȪȪ Do you have seasonal or periodic spikes
in data volumes?
ȪȪ What performance requirements will
there be for the data?
ȪȪ How frequently does the data need to
be updated? Real-time/near real-time
or batch updates?
Establish what should happen if there are
errors or problems during the integration
ȪȪ Who should be notified for different
types of errors (data quality, network
performance, etc.)
Account for the security, risk and
compliance needs for the data as
it travels inside and outside the
organization
ȪȪ Does the data need to be PCI-
compliant, HIPAA-compliant or meet
other standards?

e-book | The Ultimate Guide to Salesforce Integration 18

The Apps
Applications are at the heart of any integration project.
This is where work gets done. And a Salesforce integration project is no
different. Take your time to understand the applications being integrated, their
needs, and how they interact with each other.

Identify the applications involved Define the access controls you will need
for each application and its data
ȪȪ Where do your applications live?
Determine what rules you will need to
ȪȪ How do they need to be connected? guide how updates happen among all the
Understand how each application might applications
be dependent on the functions of other ȪȪ Are there any non-permitted actions?
applications
ȪȪ Who is in charge of the updates?
ȪȪ When and how does one application
need updates from other applications?
ȪȪ Which application is the process driver?
ȪȪ Are the applications on-premise or
cloud-based? How will these different
kinds of applications need to interact?
Identify which applications are
centralized or which are distributed
ȪȪ Do you have different sets of
applications performing the same
functions across the organization
(varying by regions or departments)?
ȪȪ Will you need to deal with variables
among the same types of data, such as
different currencies or regional pricing?

e-book | The Ultimate Guide to Salesforce Integration 19

The Data
Ultimately, it’s all about the data.
This is the information that people need. Applications exist to provide data in
the most useful way. To do their job, applications need the right data at the right
place and at the right time.
Determine all the data that is associated
with each application
ȪȪ Is this data shared or similar to the data
for other applications? If so, how?
ȪȪ For each type of data set, which
application is the system of record?
ȪȪ How is the data currently reconciled?
ȪȪ Who owns the maintenance of these
data sets?
ȪȪ Where do you run risks of duplicate or
conflicting data?
e-book | The Ultimate Guide to Salesforce Integration
Determine the structure of the data for
each application
ȪȪ Is there a hierarchy or other structure to
how the data interrelates?
ȪȪ What are the fields, primary keys, data
types and validation rules?
ȪȪ Is there a hierarchy or dependencies
between different records?
ȪȪ How does the structure and
identification of the data vary among
the applications that will share the same
data?
ȪȪ Are the data fields and data labels
consistent and appropriate for all
application interactions?
Assess data quality
ȪȪ How clean and consistent is the data?
ȪȪ Will you need to consolidate or reconcile
data before integrating?
ȪȪ Will some data require a one-time
migration or ongoing synchronization?
20
Your Situation
While Salesforce integrations share common issues with other data and application integrations projects,
they also have plenty of specific requirements and support needs, particular for cloud integration. Assess these
requirements upfront to understand how you should prepare and if you have the in-house expertise or might
benefit from the help of an experienced systems integrator.

Determine if your company has a
cloud strategy
ȪȪ If so, what is it?
ȪȪ How will your project need to fit into
that strategy?
ȪȪ Who is responsible for ensuring
cloud management best practices?
ȪȪ How does your organization monitor
cloud functions?
Determine your Salesforce expertise
ȪȪ What staff, tools, systems and
processes are already in place for
structuring your Salesforce project?
ȪȪ Do you have the in-house staff
to make best use of Salesforce
Connect and other Salesforce
technologies?
ȪȪ What external resources or
consultants might you need to carry
out your project?
Understand the specifics of your
Salesforce edition
ȪȪ What optional features or fields
have you enabled in your Salesforce
account?
ȪȪ Have you added custom fields to
objects to help maintain “state”
information and help identify
external applications accessing
Salesforce?
Understand the customizations your
organization has implemented in
Salesforce
ȪȪ Are you using custom fields and
record types, validations and
required fields, or scripting and
workflows?
ȪȪ How might these need to be
accounted for in the integration plan
and design?
ȪȪ Do you need to view external data
without replicating it in Salesforce?
ȪȪ Do you have very large amounts of
data to import or export with the
Salesforce Bulk API?
ȪȪ Do you have specific, quick
integration tasks (such as near
real-time order status updates)
that could benefit from custom
Salesforce Apex call invoking
published APIs?
ȪȪ Do you have event-based use cases
that could benefit from Salesforce
Outbound Events or Platform
Events?
Understand the integration project’s
licensing implications for your
Salesforce account
ȪȪ Will you use a separate, dedicated
Salesforce user for the integrations?
ȪȪ Will you need additional Salesforce
licenses to support concurrent
connections for high volume
throughput and parallel processing

e-book | The Ultimate Guide to Salesforce Integration 21

 PART 3

Salesforce
Integration for
Healthcare,
Financial
Services
and Retail
Explore integration considerations and examine
use cases for key Salesforce markets.

e-book | The Ultimate Guide to Salesforce Integration 22

Salesforce Integration
for Healthcare
Transform healthcare by bringing data
together in Salesforce Health Cloud to
improve patient engagement and data
management
Through a modern, cloud-based integration platform,
organizations across the healthcare ecosystem can connect
Salesforce Health Cloud to electronic health records (EHRs),
billing systems, clinical systems and payer systems to create a
unified view of patient interactions.
With comprehensive insight into each patient, providers can
deliver more timely and effective care, payers can process
claims more efficiently, and life sciences companies can
ensure that clinical trials are focused on the right patients,
whose histories and conditions are fully understood.
A modern, low-code integration platform makes it quick and
easy for healthcare organizations to integrate Salesforce with
applications for enrollment, billing, electronic health records,
and EDI partner networks.
Integration coupled with master data management provides
the necessary control of data quality. MDM ensures that
aggregate views of patients, providers and clinical trial
participants are accurate and up-to-date.
Integrating your key data and systems of record into
Salesforce Health Cloud ensures healthcare organizations
are ready for the next generation of advances in medicine —
advances that include broader use of use of smart devices,
mobile apps, telemedicine, precision medicine and patient-
centered care.
e-book | The Ultimate Guide to Salesforce Integration
Salesforce Integration Benefits
Give providers a single view of patients with up-to-date
comprehensive histories
Through integration with EHRs and other clinical systems,
Salesforce Health Cloud can serve as a master record of all
patient data, ensuring that providers have a comprehensive
view of each patient being treated. Gaining a unified view of
the patient helps providers deliver more effective care and
eliminates time-consuming tasks, such as logging into multiple
systems to find patient records.
Give payers a comprehensive view of patients
and their claims data
Integrate Salesforce Health Cloud with payer and payer
partner data for claims, post-service engagement
surveys, medication data, and even clinical data. Provide
a superior customer experience for payers. And combined
with MDM, you can crosslink all claims data against
capitated payment goals.
Improve patient engagement
By integrating Salesforce Health Cloud with mobile apps,
web apps, and smart, Internet of Things devices, providers
can improve patient engagement while collecting and sharing
healthcare status, recommendations, and results in real time.
Gain a complete view of patients in clinical trials
By integrating Salesforce Health Cloud with key data, life
sciences companies and other research organizations
can better collect and manage data from tracking
applications, including information related to quality control,
pharmacovigilance and IoT devices. With integration in place,
Salesforce can provide a complete view of the trial process,
aiding in the development of precision medicine.
Healthcare
23
Case Study: Salesforce Integration
for a U.S. Healthcare Provider
Anticipating a dramatic increase in patient referrals
due to new state legislation, a behavioral healthcare
provider needed a scalable way to manage patients,
staffing and billing.
It also needed to ensure all its data and applications
would be secure and HIPAA-compliant.
The real benefit of having
Using Boomi iPaaS, the company integrated
Salesforce with AthenaHealth EHR, NetSuite ERP,
Dell Boomi as part of this architecture
and NetSuite OpenAir, NetSuite’s professional services is we have the flexibility to take best-
automation platform.
of-breed components for the use
Through these integrations, the healthcare services
provider achieved compelling results for patient care, cases we have — we don’t have to
revenue and compliance. rely on one single solution.
Salesforce integration delivered: We have the flexibility to use
ȪȪ Reduced paperwork, more time with patients AthenaHealth for electronic medical
ȪȪ Improved data quality, improving insights into record management, the claims billing
patient data
revenue cycle management and the
ȪȪ Increased revenue, providing more resources for
services patient portal.
ȪȪ Improved customer/patient experience And for customer relationship
ȪȪ Greater operational efficiency management, we use best-of-breed
ȪȪ Compliance with HIPAA Salesforce.
– IT Executive at U.S. Behavioral Healthcare Provider

Healthcare

e-book | The Ultimate Guide to Salesforce Integration 24

Salesforce Integration
for Financial Services
Gain a holistic view of customers and tailor your
services across channels
The financial services industry is undergoing a dramatic transformation.
Both consumers and business customers are switching from in-branch and
call center interactions to mobile and online channels. Branch offices are
being reimagined with an emphasis on efficiency and customer experience.
Consumers and business customers expect a seamless hand-off across all
channels, old and new.
At the same time, fintech start-ups are inventing new product
categories and services, bringing further pressure on incumbents to
drive digital transformation.
Salesforce integration makes it possible for financial services organizations
to support omnichannel strategies and achieve the comprehensive,
up-to-date view of customers required for success in this increasingly
competitive market.
Integration connects Salesforce to core platforms, payment systems,
branch applications, customer service systems, web portals and
published APIs. Integration with Salesforce provides the critical
360-degree view of the customer required today in banking, financial
services, and insurance.
Using a total view of the customer, financial services organizations
can drive sales and marketing campaigns that support omnichannel
strategies and optimize customer journeys.
Through Salesforce integration, organizations can collect customer data
that had been isolated in application silos while improving data quality and
operational efficiency.
Using low-code integration tools, business units can quickly connect
applications and build workflows without lengthy development
projects. Even non-technical business analysts can create integrations
without help from IT.
e-book | The Ultimate Guide to Salesforce Integration
Low-code integration features include a drag-and-drop interface,
ready-to-use connectors for a vast range of applications, intuitive
crowd-sourced AI for configuring connections between popular
applications, and workflow automation to guide data through the
entire integration workflow.
Salesforce Integration Benefits
Give bankers, agents and certified financial planners
comprehensive customer insights
By integrating all customer applications and centralizing customer records
in Salesforce, organizations can ensure that any employee, agent or
automated application interacting has full access to all the interactions
the customer experienced with your company.
Access to complete customer data helps employees, agents, and
applications deliver the best possible service. Better customer data also
helps with carefully targeted cross-selling.
Publish APIs securely for business partners and
financial aggregators
Financial services organizations need to securely publish and manage
APIs to support innovations provided by third parties (such as personal
financial management (PFM) offered through aggregators) and to
comply with industry regulations such as PSD2. With API management,
organizations can merge outside information and analysis with the
core sales and customer information consolidated in Salesforce. Such a
centralized, dashboard view offers broader insights and faster decisions,
reducing the need to search for relevant information.
Improve retail operations
Integrating Salesforce with branch applications helps organizations
monitor brand operations and ensure that customer interactions provide a
centralized 360-degree view. Leverage your investments in mission-critical
systems of record with connectivity to new cloud, fintech, mobile and
social applications. Using Salesforce as the hub, you can integrate new and
old systems at a fraction of the time and cost of traditional integration.
Financial Services
25
Case Study: Salesforce
Integration for Australian Bank
Teachers Mutual Bank (TMB) is using Boomi as part of its multi-year,
multi-million-dollar digital transformation strategy.
Founded in 1966, TMB is now one of Australia’s largest mutual banks, When we kicked off our long-term digital
with over 186,000 members and more than $6 billion in assets.
project, it was clear that mobile platforms were
By using Boomi to integrate Salesforce and other key applications, going to be the prominent platform of choice
the bank is better able to compete against Tier 1 banks and grow its
accounts in highly competitive markets. for our members’ interactions with the Bank.
TMB has used Boomi to create a flexible, enterprise-wide data In particular, we correctly anticipated that
environment that links its core customer management system and integrating best-of-breed apps from third-
extensible services layer with its internal processes. This integration,
which includes centralizing customer records in Salesforce is helping party developers would provide the best
the bank quickly and easily capitalize on new technologies, including platform to deliver omnichannel experiences
innovations in fintech. on customers’ terms.
For example, using Boomi, TMB has engaged with Spriggy (a
prepaid Visa card for children controlled through a mobile app) and Once we modernized our environment
is considering integrating with financial manage applications that will through the introduction of these best-
deliver additional secure, customer service capabilities to its members.
of-breed apps, we needed the critical
The automation capabilities of the Boomi platform have reduced the component to tie all that data together.
bank’s operating costs. And the bank expects cost savings to increase
significantly as TMB further harnesses Boomi to integrate Salesforce We selected Boomi for its powerful cloud-
into its core banking systems and processes, including planned
integration of business process management toolsets to streamline
based and user-friendly integration software,
banking operations. so that we can ensure all data is accurate
Salesforce integration delivered: and up-to-date no matter where
it is accessed.
ȪȪ Support for providing an omnichannel, mobile-first customer
experience – David Chapman, Chief Information Officer,
Teachers Mutual Bank
ȪȪ Far greater speed and agility to merger and expansion activities
ȪȪ Reduced time-to-market to launch new services with fintech
partners
ȪȪ Projected ROI of more than 400 percent in three years

Financial Services

e-book | The Ultimate Guide to Salesforce Integration 26

Salesforce Integration
for Retail
Gain a 360-degree view of the customer to
grow sales and improve loyalty
Integrating Salesforce with key applications and data across a
retail organization can deliver the all-important 360-degree view
of the customer.
With comprehensive insight into each customer, retailers can
market and sell more effectively across all channels, discover
trends and opportunities, and deliver the best possible experience
at every customer touchpoint.
Retailers achieve this 360-degree view by integrating Salesforce
with inventory systems, billing systems, shipping centers,
customer support and call center systems, ecommerce platforms,
point-of-sale systems, and other applications and APIs across the
enterprise.
Low-code integration enables retailers to quickly and cost-
effectively connect Salesforce to applications on-premise or in
the cloud. Low-code features, such as ready-to-use connectors
and a drag-and-drop interface, make it possible for business
analysts and other non-technical users to build Salesforce
integrations so they can get the data they need.
Through integration, retailers can make the most of Salesforce,
creating a comprehensive system of record for customer data
and bringing a 360-degree view of the customer to employees.
e-book | The Ultimate Guide to Salesforce Integration
Salesforce Integration Benefits
Quote-to-cash made easy
A low-code approach to integration makes it easy to build point-
to-point integrations, such as integrating Salesforce with ERP
systems like Salesforce or accounting packages like QuickBooks.
Retailers can quickly connect Salesforce quotes to financials, so
that orders are reflected accurately in both systems and payment
data is process promptly.
Fine-tune marketing automation
Retailers using third-party marketing automation applications
can prime those systems with the latest customer data from
Salesforce, ensuring that workflows and product offers are
tailored to individual customers and their progress in a sales cycle.
Deliver in-store updates
Integrating Salesforce with marketing automation systems
and in-store Wi-Fi systems helps retailers deliver real-time
promotions based on customers’ purchase histories, preferences
and geolocation. Retailers can also integrate location-specific
technologies and IoT services.
Keep sales and customer service in sync
Ensure that customer service agents have the latest customer
purchase records, so that when customers call or chat, agents
have the data they need at their fingertips. When tickets are
opened or closed, notify account managers automatically so they
always know the status of their accounts.
Turn salesforce into the master record for customer data
Apply master data management policies to Salesforce data,
consolidating and standardizing customer records in Salesforce
and synchronizing customer data across other applications and
services. Turn Salesforce records into the “golden records” for
customer data across the enterprise.
Retail
27
Case Study: Salesforce Integration
for a U.S. Wine Retailer
Blackbird Vineyards uses Salesforce for its CRM, Salesforce integration delivered:
Microsoft RMS as a point-of-sale system at its
Ma(i)sonry’s tasting gallery, and Ewinery Solutions’ ȪȪ Ecommerce, brick-and-mortar and wholesale
WebLink as an ecommerce system on the vineyard’s sales unified on one system
website. ȪȪ Better reporting consolidated in Salesforce,
With its business growing, Blackbird Vineyards with differentiation across brands and time
management had to track sales through all three stamping to track workflows
systems, making it difficult to get a unified picture of ȪȪ Improved marketing effectiveness from
product sales. comprehensive, consolidated order histories
In addition, Blackbird wanted to differentiate sales ȪȪ True 360-degree view of the customer
across its brands — Blackbird wine sales via the
website and point-of-sale (POS) purchases at its
tasting gallery, as well as collective winery partner
sales and on-site art and design sales in its gallery
store.
Without an integration tool, Blackbird was spending
hours of manual work to combine the data from these
disparate systems.
Echo Lane, a San Francisco-based professional
services firm, recommend that Blackbird integrate
its systems using Boomi. By relying on the Boomi
integration platform rather than embarking on a
complex custom-coding integration, Echo Lane was
able to complete Blackbird’s Salesforce integration in
just four weeks.
The integrations are now helping Blackbird more fully
leverage its Salesforce platform to gain better insights
into customers and better differentiation across brands.

Retail

e-book | The Ultimate Guide to Salesforce Integration 28

 PART 4

Use Case
Publish/
Subscribe Hybrid
Architecture
With Azure
Service Bus and
Boomi

e-book | The Ultimate Guide to Salesforce Integration 29

Use Case
Building a Publish/Subscribe Hybrid
Architecture With Azure Service Bus and Boomi
Maximizing your Salesforce investment using a classic integration pattern with a modern twist
by Rajeev Singh, Practice Area Director, Slalom Consulting and Shane Fisher, Enterprise Integrations Architect, Slalom Consulting

Publish/subscribe architectures are nothing new. In fact, this messaging exchange pattern was codified in
the 2003 book, Enterprise Integration Patterns by Martin Fowler, Gregor Hohpe, and Bobby Woolf four
years before Apple unveiled the first iPhone.

The Modern Enterprise Integration Problem Classic Publish/Subscribe

More than ever, businesses are turning themselves inside out
from both a business and, increasingly, from an IT standpoint.
They are putting more and more core functions in the cloud,
well outside of the corporate firewall.
But they still need access to their data. This has given way
to the modern integration challenge of how to safely, reliably
and securely integrate information from the cloud to many
endpoints: whether they be multi-tenant hosted solutions (like
Salesforce), single-tenant or private-cloud solutions, mobile
devices, and, of course (still), on-premise systems.
Luckily, we can still leverage some of these tried-and-true
patterns, with some modern twists and some help from —
you guessed it — the cloud. More specifically, the venerable
publish/subscribe pattern. What makes the publish/subscribe
pattern successful hasn’t changed and is just as relevant
today as it was in 2003.
1. It allows us to build an accessible endpoint for our data
once and leverage that same endpoint with minimal
additional effort for each new data subscriber.
(How frequently do we add new cloud services?)
2. It helps us encapsulate system-specific data and behavior
using APIs and a canonical data model that hides system
details (Useful when we decide to switch cloud providers,
legacy app modernization and migrate on-premise apps to
the cloud.)
3. It physically decouples the publisher from outages and
connectivity problems with subscribers. (Cloud services
never go down, right?)

Use Case: Publish/Subscribe Hybrid Architecture With Azure Service Bus and Boomi

e-book | The Ultimate Guide to Salesforce Integration 30

Challenges These are just some of the challenges in modern enterprise
integration landscapes. And this is also where a hybrid solution
Now that we know what’s great about publish/subscribe,
involving cloud services can help bridge the gap.
what are some of its weaknesses when faced with the modern
enterprise integration landscape? Let’s start with protocols.
The Publish/Subscribe Hybrid Solution
When was the last time your IT security team allowed an
A hybrid solution leveraging cloud services from from
inbound JMS (Java message service) connection through
Microsoft Azure or Amazon Web Services (AWS) can provide
your firewall? Putting protocols aside for a moment, how
us the best of both worlds: cloud nimbleness with the rigor of
often does IT security allow ANY inbound connections? With
established patterns. Those inbound push connections that
the ubiquity of APIs, this dated security policy is starting to
kept your IT Security team awake at night can be translated
change, but unless you’re Netflix, it likely still takes some
to benign pull connections using Azure Service Bus (ASB) as a
justification to expose an API to the Net.
bridge to your Dell Boomi cloud iPaaS solution.
Finally, what about hops? No, not the good hops, like in
From that point on it’s business as usual with the message
your favorite IPA. We mean, how many hops between
flowing on-premise to your local Boomi Atom (Boomi’s
systems and intermediaries is too many to facilitate a
integration run-time engine). Messages can be tracked using
robust integration? How do you keep track of how many
document tracking in the Boomi integration platform and
of these hops were successful for each message? How
message monitoring in ASB.
are you tracking lost messages?

The flow looks something like this (greatly simplified, of course):

1 Publish New
Customer ID 4 Boomi Publishes Full
Record to Each Subscriber

ERP
NEW
CUSTOMER
ID
2 Boomi Receives
New Customer
Message
FULL
CUSTOMER
RECORD
SOAP
SYSTEM

Push Rest Queue

API
Service Bus

SQL ODS
CUSTOMER
DETAILS

Figure 1: Publish/Subscribe Flow

with Azure Service Bus and Boomi 3 Boomi Queries Salesforce
for Record Details

Use Case: Publish/Subscribe Hybrid Architecture With Azure Service Bus and Boomi

e-book | The Ultimate Guide to Salesforce Integration 31

In this example, we’re creating a new customer record in
Salesforce; we’re publishing this new customer message to
ASB; Boomi subscribes to the new message, also enriching
it with other relevant details about the customer; and finally
propagates the complete record to an ERP system and
an operational data store (ODS), both on-premise. And all
without raising a security eyebrow.
Dell Boomi brings some great native features to the table
for this solution, such as: document tracking so you can
monitor individual documents by their business IDs through
the integration; built-in try catches to provide robust error
handling; and out-of-box support for the JMS protocol using
standard and portable AMQP libraries.
What are some key advantages of this hybrid architecture?
The most obvious one is that multiple subscribers can take
advantage of the same message, meaning less integration
work and quicker time to market.
Second, the built-in guaranteed delivery capabilities of both
ASB and Boomi give us confidence that even if our subscriber
endpoints are down, our message will be delivered when those
subscribers become available again.
We can also protect against running duplicated processes
and, as a result, creating duplicate data (ever process a large
payment twice?). And we can even reschedule messages
for later delivery if we know how long a potential outage
condition could last, such as that pesky app that always goes
down on Friday at 5 p.m. And because every system gets the
same message, the potential for out-of-sync conditions and
inconsistent data is greatly reduced. (Side note: This is a great
pattern to pair with Boomi’s MDM capability to ensure high
quality, reliable data to multiple enterprise applications).
So how do we get here? Let’s recap…
Use Case: Publish/Subscribe Hybrid Architecture With Azure Service Bus and Boomi
e-book | The Ultimate Guide to Salesforce Integration
1. Clean House: Organize Your
Data With a Canonical Data Model
We’ve seen this approach dramatically accelerate business
processes. When applications can subscribe to the data
they need — and that data is finely tailored to a business
use case, operations become dramatically more efficient.
For example, we’ve seen a customer’s onboarding process
reduced from a couple of days to 15 minutes.
2. Use a Publish/Subscribe
Architecture to Distribute Data
When organizations adopt Salesforce, they want to make
the most of its data. For many enterprises, Salesforce
becomes the master record for customer data and possibly
contract data. It’s an efficient and economical way of
delivering the right data to the right subscriber. Instead
of building 20 or 30 point-to-point integrations between
Salesforce and different applications, we simply publish
from Salesforce and let the integration platform handle
transformations based on business rules.
3. Don’t Be Afraid to Augment Your
Solution With Cloud Services
Most modern enterprise integration problems will require a
hybrid solution. Gartner calls this the “Hybrid Information
Bus.” Simply stated, plug gaps and blind spots with easy-to-
use service offerings from Azure, AWS, Google, and the like.
Complementing Salesforce with a hybrid publish/subscribe
architecture is an an excellent way to ensure Salesforce always
has the latest data from any legacy or modern cloud system.
Most importantly, by using proven techniques in new ways,
you can easily combine the wealth of your Salesforce data with
other parts of your business.
If you would like to know more about how to get the most from your
investment in Salesforce, please contact us at Slalom Consulting:
• Rajeev Singh: rajeevs@slalom.com
• Shane Fisher: shane.fisher@slalom.com
32
 PART 5

Use Case
API
Management
and Integration
for On-Demand
Data

e-book | The Ultimate Guide to Salesforce Integration 33

Use Case
API Management and Integration
for On-Demand Data
Harness APIs to expand the data available within Salesforce
while gaining greater insights and operational visibility
by Sudhir Kulkarni, President of Digital, Persistent Systems
Data is the new capital for businesses looking to invest in
digital transformation.
In every industry, companies are becoming software-driven.
The way software delivers business value is through data.
Data is what creates customer experiences, whether via an
ecommerce application that knows your shopping history or
a a car ride service that uses GPS and mobile apps to quickly
connect drivers with passengers.
Like any currency, data doesn’t have any real value if it’s
locked away, sitting on a shelf. Currencies become valuable
when they’re in circulation. This is where APIs and API
management comes in.
Through APIs, data becomes a unit of exchange and the
standard of interactions as well. It’s through APIs that
enterprises can monetize their data.
Use Case: API Management and Integration for On-Demand Data
e-book | The Ultimate Guide to Salesforce Integration
Learn More About Your APIs to
Get More From Your Data
Of course, it’s easy to say that APIs are the channel for data
monetization, but there are a lot of complexities to think
through and resolve. In any enterprise, various systems of
record exist — the “data catchment” areas for different
business processes.
Today, enterprises have the ability to provide highly-regulated
APIs to their data that have stringent access controls. The
key to these is in building the API data pathway — from data
sources through APIs and business logic to experiences.
Regardless of whether the user is a customer, partner or
employee, all these groups need the right data delivered at the
right time in the right way.
As enterprises work more with APIs, they are discovering that
each API layer offers value. Each layer is distinct. Layers might
need different mechanisms for monitoring, access controls
and data governance.
By monitoring APIs, enterprises can learn about what’s
valuable to their user community. Which APIs functions
are called most? Which combinations are called? Which
interfaces are never called at all?
34
Enterprises can fine-tune their APIs through this sort of
monitoring. In doing so, they’re engaging in a continuous cycle
of market research and product development. They’re refining
what they offer based on what their user communities are
telling them is most valuable.
Enterprises can ask, “Can I make your life easier by providing
this to you as a different service? Maybe I can price it differently
or provide it in a different way.”
When enterprises reach this point of maturity, they’re no
longer looking at API management simply as a stepping stone.
Instead they’re looking to derive the next order of benefits
from their data.
Salesforce and API Management in Healthcare
With Salesforce, API management and integration, it’s possible
to bridge the data silos that prevent organizations from
effectively sharing their data with employees and partners.
Certainly, data silos have been a major challenge for the
United States healthcare industry. Solving this problem offers
enormous benefits for operational efficiency and patient care.
To comply with mandates in the Affordable Healthcare Act,
healthcare organizations are adopting electronic health
records (EHRs) and new protocols, but interdepartmental
communication and coordination remains fragmented. Different
departments might have adopted different EHR platforms, or
they might have adopted the same platform but are running
incompatible releases or protocols. Mergers and combinations
of practices have compounded this problem.
This fragmentation has made patient care more difficult. When
a hospital or clinic admits a patient, they would like to be
able to collect all that patient’s data and also coordinate the
activities of all the caregivers responsible for that patient.
But if data systems can’t communicate, coordination
breaks down. It’s difficult to automate hand-offs between
departments when data in radiology, for example, cannot easily
share information with pulmonary care.
Use Case: API Management and Integration for On-Demand Data
e-book | The Ultimate Guide to Salesforce Integration
It is common in these situations to exchange data through
batch data transfers to intermediate data farms. This kind
of process might be okay for billing, but many patient care
activities need real-time or near real-time information.
As a result, we’re working with healthcare organizations that
are solving this problem by using Salesforce Health Cloud as a
hub for viewing key patient information.
Implementing Salesforce is the first step. The second step,
which is equally important, is to build integrations with all those
different EHRs and data systems throughout the organization
or at partner organizations.
By using APIs, our customers are replacing overnight batch
processes with a real-time data exchange or an event-
triggered data exchange.
When different parts of the organization can communicate
and when Salesforce can easily access key patient data via
APIs, these kinds of improvements become possible. They
create efficiency for the providers and payers, and the result is
better care and a more satisfactory healthcare experience for
patients.
The lessons from our work in healthcare applies to most any
industry: APIs are providing a great way to get critical data
into Salesforce in real-time, helping build a holistic view of your
customers and their interactions with your organization.
If you want to learn more about APIs for your Saleforce data
hub, please contact Persistent Systems:
@Persistentsys
Sudhir Kulkarni
dellboomi-partnership@persistent.com
35
Dell Boomi for
Salesforce Integration
Dell Boomi makes integration easy.
The Boomi integration platform as a service
(iPaaS) dramatically transforms the way an
organization connects, creates, manages,
and governs its applications and data. By
tapping the power of a true native-cloud
iPaaS, companies can significantly shorten
project times, reduce costs and streamline
resource demands.
With Salesforce and Boomi, integration is
far faster and much less complicated than
legacy approaches. No hardware or software
to install or maintain. No coding required. No
time wasted.
With everything you need on a unified
environment, companies can quickly build
integrations, manage APIs, control master
data, run EDI communications and automate
processes.
The Boomi iPaaS makes it quick and easy
to connect any combination of cloud-based
applications and on-premise applications
with Salesforce.
e-book | The Ultimate Guide to Salesforce Integration
The platform also includes robust support
for MDM, API, EDI, and workflow
automation, all based on a unified, low-code
development environment. Like Salesforce,
Boomi lives in the cloud, delivering high-
availability, seamless updates, and industry-
leading price/performance.
Boomi is a Salesforce Gold ISV partner
and a four-time Leader in the Gartner
Magic Quadrant. Today more than 2,000
companies around the world rely on Boomi
for their Salesforce integration.
Dell Boomi and Salesforce together help
businesses do more with their data.
To learn more about how Boomi can
help you get more from your Salesforce
investment and drive adoption across your
organization, please contact our integration
experts.
36