Salesforce & CRM Automation

The Problem

A professional services firm's sales and operations teams were spending significant time each week on manual Salesforce data entry, duplicating records from external billing and project management tools, and building reports by hand. Inconsistent data meant pipeline forecasts were unreliable and management decisions were made on numbers that were days or weeks out of date.

What I Built

Implemented custom Salesforce Flows and Apex triggers to automate record creation and field updates across the most time-consuming record types. Built bidirectional REST API integrations connecting Salesforce to their billing platform and project management tool. Added a reporting layer that generated accurate pipeline and activity snapshots automatically rather than requiring someone to compile them.

Technical Challenge

The client's external systems used non-standard identifiers and had inconsistent data models that didn't map cleanly to Salesforce objects. Syncing records without creating duplicates required a reconciliation layer that matched records across systems before writing — and handling partial failures gracefully so a sync error in one direction didn't leave either system in a corrupted state. Apex governor limits also constrained how bulk sync operations could be structured.

What Was Delivered

• Custom Salesforce Flows for automated record creation and updates
• Apex triggers enforcing business rules and data integrity
• Bidirectional REST API sync with billing and project management systems
• Duplicate detection and cross-system record reconciliation
• Automated pipeline and activity reporting
• Data migration and cleanup from legacy CRM records

Outcome

Manual data entry was eliminated for the highest-volume record types. Reports that previously took hours to compile ran automatically on a schedule. Pipeline forecast accuracy improved because the underlying data stayed current without anyone having to manually sync it.

Technologies