Decoding Salesforce Jargon: A Guide to Key Terminologies

Navigating Salesforce requires familiarity with its unique terminology. Whether you’re a seasoned user or just starting out, understanding these terms is essential for leveraging the platform effectively. This guide breaks down key Salesforce concepts and tools to help you maximize their value.

GENERAL INFORMATIONSALESFORCE

12/31/20244 min read

Objects: Core Data Structures

In Salesforce, objects are containers for data records. In other words, these are the data tables that formulate your relational database in Salesforce. There are two main types of objects:

  • Standard Objects: Predefined by Salesforce, such as Accounts, Contacts, Cases and Opportunities.

  • Custom Objects: Created by users to address unique business needs. For example, if we build a custom project management app in Salesforce, we could create an object for Project, and another object for Project Team Members (1:many relationship)

Objects serve as the foundation for organizing, managing, and analyzing your data.

Fields: Specific Data Points

Fields store individual pieces of information within an object, such as a customer’s phone number or a deal’s value. They can be standard (predefined) or custom (user-defined) to meet your data requirements.

So in the project management app example, you would have a Project object made up of custom fields such as Project Start Date, Project End Date, Project Status etc.

Record Types: Tailored Data Views

Record Types enable different layouts and picklist values based on user roles or business processes. They provide flexibility by presenting only the most relevant information to each team.

Apps: Focused Work Environments

Apps group related objects, tabs, and features into tailored workspaces for specific tasks, such as Sales or Service. They simplify navigation and ensure users have access to the tools they need.

Sales Cloud: Driving Revenue Growth

Sales Cloud focuses on streamlining sales processes and managing leads, opportunities, and customer relationships. It empowers sales teams to close deals faster and make data-driven decisions. The primary objects that support Sales Cloud are Leads, Accounts, Contacts, Activities, Opportunities, Products, and Contracts. In most implementations, companies will create additional custom objects to support their unique business needs. For example, a real estate company might create a Property object and link the property to an opportunity or contract record.

Service Cloud: Customer Support Excellence

Service Cloud is Salesforce’s solution for customer support and case management. It offers tools for case tracking, customer engagement, and integrated service delivery, helping businesses provide exceptional service. The primary objects that support Service Cloud are Accounts, Contacts, Cases, Knowledge Articles, SLAs & Milestones, Activities and Assets.

SLAs and Milestones: Managing Service Agreements

SLAs (Service Level Agreements) define performance standards for customer service. Milestones track specific service goals, such as response times or case resolution, ensuring compliance with SLA commitments.

Omni-Channel: Intelligent Workload Distribution

Omni-Channel is an embedded utility bar based application that runs within Service Cloud. Omni-channel directs incoming customer inquiries to the most suitable agent based on availability, skills, or predefined rules. It ensures efficient distribution of tasks across various channels, including phone, chat, and email. Note: Omni-channel is not required to use. Depending on your communications platform, you might manage agent skills and routing all within that platform instead. There are some pros/cons of each approach that will need to be weighed out during discovery and implementation.

Service Cloud Voice: Integrated Telephony Solution

Service Cloud Voice combines telephony with Salesforce data to enhance call handling. It offers real-time transcription, AI-powered recommendations, and seamless agent workflows, enabling efficient customer support. This feature is a part of Salesforce Omni-Channel and requires additional licensing. This is not the same as Open CTI.

Open CTI: Telephony Integration Framework

Open CTI (Computer Telephony Integration) connects Salesforce to telephony systems, allowing users to manage calls directly within the platform. Features like click-to-dial and automated call logging streamline agent workflows. Many existing Cloud Communication platforms such as Zoom, RingCentral, NICE Incontact, etc have developed their own Open CTI connector specifically for Salesforce.

Knowledge Base: Centralized Information Hub

A Knowledge Base stores articles, FAQs, and resources to support both customers and agents. It reduces response times and ensures consistent, accurate information delivery. The knowledge base can be stood up as a public site for customers, as well as agent-only access within Salesforce.

Flows: Automation Tools

Flows automate processes and come in two main types:

  • Screen Flows: Interactive, user-facing workflows for guided data entry or task completion. Screen flows can be used for call scripting and many other use cases that streamline data capture.

  • Automation Flows: Background processes triggered by specific events, such as record updates or new submissions. These processes can be anything ranging from sending emails and notifications to external web service call outs.

Ultimately, Flows improve efficiency by reducing manual tasks and streamlining data input by agents.

Lightning Pages: Customized Interfaces

Lightning Pages are customizable layouts that display relevant information for specific user roles. These pages enhance productivity by organizing data and tools in an accessible format.

Lightning Web Components: Modern UI Development

Lightning Web Components (LWCs) are reusable building blocks for Salesforce applications. Built using modern web standards, LWCs enable developers to create fast, efficient, and scalable user interfaces.

Reports & Dashboards: Data Analysis Tools

Reports provide detailed insights into specific datasets, while dashboards offer visual summaries of key metrics. Together, they help track performance, identify trends, and support data-driven decision-making.

Einstein: Salesforce AI

Einstein is Salesforce’s AI tool that enhances productivity and decision-making. It delivers predictive insights, automates repetitive tasks, and helps users focus on high-value activities.

Agentforce: Comprehensive Agent Workspace

Agentforce is Salesforce's latest paradigm shift in technology. It leverages LLM and Data Cloud to embed AI Agents in the CRM to handle tasks such as data automation, as well as general customer service in an enhanced chat bot experience. Ultimately, Agentforce improves efficiency and empowers teams to deliver exceptional customer service.

Additional Key Terms

  • Queues: Organize tasks or records awaiting action.

  • Validation Rules: Ensure data accuracy by enforcing specific conditions.

  • Chatter: A collaboration tool for team communication within Salesforce.

  • Apex (Triggers, Classes etc): Salesforce’s programming language for custom development.

The Importance of Understanding Salesforce Terminology

Familiarity with these terms enables you to navigate Salesforce confidently and use its tools effectively. With a clear understanding of the platform, you can optimize workflows, improve customer interactions, and achieve your business goals.

At CommCorrect Technologies, we help businesses unlock the full potential of Salesforce. Whether you’re implementing a new solution or enhancing an existing one, our expertise ensures your success. Contact us today to learn more!