Considerations when integrating with Salesforce +

How Cloud Elements reduces the pain for developers

What You Should Know About Salesforce’s APIs, ranked as one of the most innovative companies by Forbes since 2011, offers a powerful, cloud-based CRM solution with a similarly powerful API. With its platform for third-party extensions or standalone applications and the AppExchange for monetization, Salesforce credibly claims to be a solution for all things customer data. For other software applications that touch customer data (marketing, sales, support, etc.), prospects large and small expect integration to Salesforce.

Salesforce allows admins to customize many parts of the platform and with add-ons via AppExchange, the permutations of data objects are nearly endless. Before you begin building an integration, here are a few things you should know:

Discovery APIs

Because customers can add custom objects and fields and third-party applications can create custom resources, API calls to Salesforce often require two calls that need to be managed dynamically along with query parameters: i) one call to retrieve the data objects available from an endpoint and ii) a second call to retrieve the data you care about.

Hundreds of Endpoints

Even though Salesforce’s Lightning platform offers a REST API that sets (nearly) the gold standard for big companies (in addition to its SOAP API), it’s impossible to ignore the complexity that an enterprise-grade CRM must manage. In the case of Salesforce, that means hundreds of endpoints to keep track of, each with different data resources available.


Salesforce REST API offers OAuth token-based authentication and the SOAP API also offers Basic (username and password) authentication; many enterprise users will want to manage users and roles via SAML SSO solutions.

REST Conversion

Optionally, if you standardize to REST, when integrating to your customer’s SAP services, you’ll likely be required to learn and use the BAPI Java Connector or to hire/contract with a Java developer.

Bulk & Webhooks

Salesforce offers a bulk API for bulk data operations like mass data migrations, though it has its own methods, error codes, and limits developers must learn. The SOAP API can send outbound messages when events have taken place, but working with the REST API requires building a polling framework to check for data updates/events.

API Limits

For Salesforce Professional and Enterprise, each organization receives a total of 1,000 API calls per user in a 24-hour period, up to a maximum of 1,000,000 API calls (for organizations with 15,000+ Salesforce licenses). Salesforce Unlimited has a 5,000 API calls per user limit, up to a maximum of unlimited API calls.

Why Using Cloud Elements Beats Coding Directly to Salesforce’s APIs

You can spend months learning the Salesforce API’s limitations, error codes, etc. and creating necessary functionality on top of that, like polling for the REST API. Instead, Cloud Elements removes much of the complexity for you, such as:

  • Normalized REST methods—we’ve done the conversion from SOAP/XML for you
  • Standardized auth experience for developers—more secure integrations with less work
  • 100% API-accessible & one-to-many—for app developers integrating to multiple ERPs
  • Eventing and Bulk frameworks out-of-the-box—why reinvent the wheel?
  • Discovery APIs & standardized query—write one query, use many times
  • Targeted resources—different Elements for Sales Cloud, Marketing Cloud, etc. help you cut through the clutter

Cloud Elements Salesforce Applications

Cloud Elements’ platform lets your teams develop and deploy Salesforce integrations faster, bringing new functionality to market sooner and dedicating more resources to your core product. Here’s how other Cloud Elements’ customers leverage integration to streamline processes for users and surface valuable insights.

See Our API Docs


Seamlessly integrate closed-won opportunity data from CRM or ecommerce orders to streamline fulfillment and avoid duplicate data-entry tasks. Empower sellers with up-to-date product catalog data and drive greater productivity for the accounts receivable team.

Popular Endpoints

  • Docusign
  • Oracle NetSuite
  • Microsoft Dynamics NAV
  • Microsoft Dynamics GP
  • Oracle JD Edwards
  • Magento
  • Square
  • SugarCRM
  • Recurly
  • Zuora
  • SAP Ariba
  • See the full catalog

Use Cases

  • Reduce clicks and busywork for sellers and avoid human errors
  • Ensure more accurate quoting by syncing product catalogs to CRM systems
  • Surface customer invoice and ticket status for sellers to generate upsell opportunities
  • Enhance inventory, materials, and vendor status insights with real-time data


Stand out among the competition from awareness to purchase by delivering a cohesive customer experience. Activity integration powers dynamic content customization and triggers action by sellers on new leads from any channel. Cross-channel data aggregation deepens insight for marketers and sellers alike.

Popular Endpoints

  • Infusionsoft
  • Oracle NetSuite
  • Microsoft Dynamics
  • Marketo, HubSpot
  • Oracle Eloqua
  • SendGrid
  • Act-On
  • SalesLoft
  • Terminus
  • SAP Analytics Cloud
  • See the full catalog

Use Cases

  • Reduce CRM clicks and populate reliable data for dashboards and reporting
  • Enrich marketing leads with data from CRM/third-party services
  • More granularly segment and nurture leads with insight engagement and content downloads
  • Generate ROI reporting in marketing platforms by syncing deal opportunities in your CRM

Real-Time Business Analytics

Quickly generate robust reporting by aggregating data across dozens of applications and NetSuite modules. Move beyond static, dated reports by automatically exporting the abstraction layer on a defined or event-driven schedule.

Popular Endpoints

  • SAP Analytics Cloud
  • Snowflake
  • Marketo
  • Oracle Eloqua
  • Google Drive
  • Sharepoint
  • Jira
  • Oracle NetSuite
  • See the full catalog

Use Cases

  • Bring together sales, service, and marketing data into a single data warehouse
  • Synchronize analytics services and replicate data to take pressure off back-end systems
  • Create an event-driven data lake to serve real-time analytics


Customers expect to deal with organizations and brands as a whole, not as isolated groups. Integrate customer data, orders, and support tickets across your entire customer footprint to quickly resolve issues and avoid embarrassing interactions.

Popular Endpoints

  • ServiceNow
  • Zendesk
  • Freshdesk
  • SAP Cloud for Customer
  • Jira
  • Oracle Service Cloud
  • See the full catalog

Use Cases

  • Sync tickets across multiple applications, creating cross-departmental customer support
  • Notify sales teams in real time for issues affecting their accounts
  • Create enhanced views for support agents and gain a 360-degree view of the customer
  • Automate capturing Net Promoter Scores (NPS) and customer feedback cycles

Salesforce to Salesforce Integration

Some organizations manage their Salesforce instance like a transactional database. Unfortunately, there are no out-of-the-box tools to accomplish this. By leveraging an API integration platform, you break down silos between functions and aggregate actionable data from seemingly unrelated fields into summary reports and dashboards or BI tools.

Popular Endpoints

  • Salesforce Sales Cloud
  • Salesforce Service Cloud
  • Salesforce Marketing Cloud
  • Salesforce Pardot
  • See the full catalog

Use Cases

  • Create roll-ups on multi-level relationships across Salesforce applications
  • Generate simple, time-based, or event-based workflows using outbound messaging
  • Bring multiple record types together using custom objects
  • Refresh sandbox instances automatically