Lane Four

Author: Lyza-Jane DeVera

  • When OOTB Falls Short: Lane Four’s Approach to Custom Stripe Integrations

    When OOTB Falls Short: Lane Four’s Approach to Custom Stripe Integrations

    Stripe has established itself as a go-to platform for payment processing; we’ve used it, we’ve implemented it, and we’ve recommended it countless times. Its ability to handle many type of transactions and integrate with various systems makes it an excellent and widely popular choice for many businesses across different industries. However, as with many other solutions and  “out-of-the-box” (OOTB) features, the standard Stripe connectors can sometimes fall short of meeting the unique needs of specific organizations.

    We’ve encountered these limitations firsthand and have developed custom solutions to fill the gaps. Let’s explore why we’ve chosen to go beyond the standard and how our approach empowers our clients.

    The ‘Why’ Behind Custom Stripe Integrations

    The standard Stripe connector offers many robust features, but in certain scenarios, its limitations necessitate a custom approach. For example:

    • Guest User Access Challenges: Many organizations require seamless payment options for guest users. Stripe’s OOTB connector mandates authenticated user access, making it impossible for guest users to pay via a simple Stripe Checkout link. While third-party tools like Chargent offer workarounds, they often come with additional costs and complexities.
    • Community User Payments: We’ve seen similar limitations with community user payments. Stripe’s current connector lacks support for these transactions, though they’re working on future capabilities that we (as well as many of our clients) are looking forward to and hopefully in the near future.
    • Specialized Payment Needs: Unique business requirements, such as enabling offline mass payments or generating payment links directly from invoices, often require functionality that the standard Stripe connector doesn’t support.


    These limitations are not failures of Stripe but rather reflections of the fact that no one-size-fits-all solution can address the diverse and evolving needs of every business.

    Lane Four’s Custom Integration: Thinking (even more) Outside the Box

    When we encounter gaps or limitations during client engagements, we don’t see them as roadblocks but as opportunities to innovate and think creatively. Our custom integration with Stripe is a prime example—carefully designed to tackle specific challenges our clients have faced while enhancing functionality and user experience. This approach ensures our clients maintain operational efficiency while providing a seamless and intuitive payment experience for their customers—a critical advantage in the world of B2B.

    Key Features of Lane Four’s Custom Integration

    Streamlined Payment Setup:

    • Create Stripe customer records directly from Salesforce.
    • Generate payment methods and manage defaults with ease.
    Button on Account to Create Stripe Customer Record
    Button Create Multiple Payment Methods, refresh change Default

    Flexible Payment Options for Client-Centric Simplicity:

    • Send Stripe payment links to customers for card detail entry. Embed payment links in correspondence and invoice documents, simplifying the payment process for customers.
    • Enable partial payments on invoices and schedule automatic payment jobs.
    Button on Account to Generate a Stripe link to send to customers to fill in payment info
    *To comply with security procedures, we do not store the full card info in Salesforce

    Enhanced Visibility and Control:

    • Offline mass payment functionality with error tracking and retry logs.
    • Detailed Stripe logs attached to invoices, providing transparency into payment status and error messages.
    Offline Mass Payment Page to make payments manually using the default payment method
    *The Lane Four custom connector can schedule this job to automatically take payments using the existing methods
    This table shows payments which has failed, the error message, and the number of retries

    What the Stripe Connector Offers That This Custom Integration Doesn’t

    While we’re proud of our custom solution, we also acknowledge the strengths of Stripe’s OOTB connector. It excels in areas such as:

    • Billing and Subscription Management: Previewing invoices and managing subscription orders.
    • Revenue Recovery: Smart retry rules for declined payments, customized for different regions.
    • Billing Period Insights: At-a-glance visibility into upcoming billing periods.

    These features are valuable for many businesses, demonstrating that the OOTB connector can be a solid choice in the right context.

    When standard tools fall short, we step up with creativity, technical know-how, and a commitment to putting our clients first. Our custom Stripe integration is proof of that. By combining deep Salesforce expertise with fresh, out-of-the-box thinking, we help our clients discover new possibilities so that they can continue to meet (and potentially exceed) all of their business goals. Curious about our custom Stripe integration? Let’s chat!

    Co-Author: Conor Gollogly
    Junior Solutions Architect at Lane Four

    Let’s chat!

  • Behind the Booth: Meet the Lane Four Team at Agentforce World Tour Toronto

    Behind the Booth: Meet the Lane Four Team at Agentforce World Tour Toronto

    Alright, folks…the countdown continues, and the excitement is real. Agentforce World Tour Toronto is just two weeks away! With this event sure to bring many Trailblazers from across the city (and potentially, country) under one roof, we’re thrilled to be Groundbreaker Sponsors with a booth, showcasing how Lane Four’s been talking all things revenue operations and our approach to these ‘talk-of-the-town’ AI-driven solutions. But we know conferences can sometimes feel a little impersonal, so we’re putting our best (and most fun!) foot forward to connect with you before the big day because behind every strategy, are the people behind it.

    Why It Matters

    At Lane Four, sure, we’re BIG on delivering results. But first and foremost, we’re about building relationships. Meeting our team at the booth isn’t just an opportunity to learn about AI or what’s in your tech stack; it’s your chance to connect with the people who are just as passionate about driving real growth for your company as you are. That’s why we want you to meet the faces behind the booth!

    Where we’ll be

    Catch us at Groundbreaker Sponsor Booth #104

    We’re also taking to the stage!

    Key Lessons for a Successful Agentforce Implementation
    Lane Four’s experts share valuable real-world experiences, actionable lessons, and reveal the key considerations that drive a winning and impactful Agentforce implementation for Salesforce Service Cloud.
    Where: Theater 3
    When: 2:30-2:50PM

    So come say hello, ask us anything, or even tell us about your life changing Era’s tour experience from the last couple weeks. We promise to bring the knowledge, energy, and maybe even a few surprises!

    Here are some faces you can expect to see when you visit the Lane Four booth at Agentforce World Tour Toronto 2024…

    Anthony | VP of Sales

    Anthony is a standout sales leader known for driving multimillion-dollar growth with his hands-on, collaborative approach. With expertise spanning new business development, account management, and building strategic relationships with private equity and venture capital firms, he works alongside his team to deliver results. Anthony’s also passionate about mentorship and leadership, and empowers his reps to exceed their potential to consistently deliver exceptional outcomes.

    “Other than networking, what’s your favourite thing to do at a conference?”
    Always drinking coffee. I also love attending sessions that challenge my thinking and provide actionable ideas. Building relationships is the highlight, though—those connections often lead to the best insights.

    “What are you most excited to learn about when it comes to AI/Agentforce?”
    Enhancing pipeline visibility and simplifying deal management. Helping sales teams prioritize effectively and stay focused on high-impact opportunities. A tool that shifts the focus from repetitive tasks to more strategic, results-driven work.

    Quinten | Director of Partnerships & Accounts

    Quinten brings 4 years of sales success at Lane Four and nearly a decade of experience in tech sales, combining industry expertise with a proven track record of results and many happy customers.

    “What’s your favourite way to unwind after a big event?”
    Fancy bar with the sweetest cocktail on the menu.

    “What’s your go-to networking tip for conferences?”
    It is one thing to have a great conversation at a conference but the real value of networking is the lifelong connection. You never know how a connection from 10 years ago might change your life!

    Meg | Director of Partnerships & Accounts

    Meg has been with Lane Four for 3.5 years, across both Consulting and Sales roles. She specializes in providing RevOps strategies to both our existing and new customers.

    “What’s your favourite way to unwind after a big event?”
    A delicious meal, curling up with a good book, and going to bed early!

    “What excites you most when it comes to AI/Agentforce?”
    I’m excited to continue learning more about how Agentforce will continue to change and enhance the RevOps landscape

    Jamie | Director of Partnerships & Accounts

    The most recent addition to Lane Four’s revenue team, Jamie comes 10 years of tech sales experience, most recently at Salesforce, supporting customers through major digital transformations. He focuses on helping his customers better understand how technology can change the landscape of their business by driving revenue, reducing costs, mitigating risk and is very passionate about building business cases and understanding the “why” behind every project & objective.

    “Fun Fact About Jamie…
    I’ve travelled to 40+ countries around the world including some epic adventures around Europe, Southeast Asia & South America.

    “How do you see AI shaping organizations of the future?”
    I look at AI as a way for organizations to do more with less, and to scale revenue while holding headcount firm. In particular, I’m very excited to see how these advancements will shape the future of sales and service teams across a variety of different industries.

    Pete | Director of Architecture

    Pete began his journey in the Salesforce ecosystem as a developer and now leads a talented team of solution architects. While his expertise lies in complex custom development and integrations (and he’ll admit, he loves the challenge), he’s equally passionate about finding efficient solutions that actually minimize the need for custom work, delivering smarter, more effective outcomes.

    Fun Fact About Pete…
    I’ve spent >2000 hours underwater as a scuba instructor.

    “What are you looking forward to at Agentforce World Tour?”
    I’m looking forward to sharing and learning from others about the newly emerging challenges (and hopefully their solutions) that are unique to Agentic AI.

    Lyza-Jane | Content Marketing Manager

    LJ leads Lane Four’s content marketing strategy with a creative, dynamic, and forward-thinking approach. She’s always looking for ways to combine compelling written and visual storytelling to elevate the brand, enhance audience engagement, and foster clear, impactful internal and external communications.

    “What’s something you’ve already checked off your bucket list but would do again?”
    Jump out of a plane (needless to say; preferrably with a parachute…)!

    “What’s your favourite thing to do at a conference?”
    I love finding those unexpected moments—like chatting with someone in line for coffee or attending a session I wasn’t originally planning on. Those surprises often lead to making some of the best connections and sometimes, the most memorable learning experiences.

    Chad | Enterprise Business Development Lead

    Chad is responsible for developing impactful outbound strategies that forge strong connections with Venture Capital and Private Equity firms, driving Lane Four’s growth while building lasting partnerships.

    “What’s your favourite way to unwind after a big event?”
    Ordering a Taco Bell Cheesy Gordita Crunch…(if you know, you know).

    “What’s your go-to networking tip for conferences?”
    Try connecting with people beyond just business. Avoid making every conversation about work—it can be draining. Instead, ask about hobbies, travel, or their favourite foods. It’s a great way to create authentic, memorable connections!

    Preston | Business Development Representative

    Preston is passionate about truly understanding his customers’ challenges, diving deep into the issues to align the right resources and remove any barriers to success.

    Fun Fact About Preston…
    I’m a huge fan of stand-up comedy and Andrew Schultz is my favourite comedian!

    “What are you most excited about for Agentforce World Tour?”
    I’m excited to explore which AI functions are fully market-ready and which ones are on the horizon for future development.

    Thomas | Business Development Representative

    Thomas has a deep background in Sales and Business development, Specializes in forging foundational relationships and identifying process and operational inefficiencies.

    “If you could teleport anywhere after a big event where would it be”
    The closest Mexican restaurant for dinner and drinks with the team…and then to bed!

    “What excites are you most excited to learn when it comes to AI/Agentforce?”
    What excites Thomas most is the opportunity to partake in pushing the envelope of efficiency for large-scale business AI solutions—AI is surely at the forefront of tech innovation!

    And if you happen to spot Andrew at the conference, be sure to stop and say, “What’s up?!”

    Andrew will also be on the Theatre 3 stage at 2:30 p.m., sharing some important lessons learned when it comes to implementing Agentforce!

    Andrew | CEO

    Ready to meet the team IRL? Stop by Booth #104 and/or reach out to schedule some dedicated time to chat!

    Let’s chat!

  • Service Cloud Voice: Unifying Voice, Digital Channels, and CRM Data in Real-Time

    Service Cloud Voice: Unifying Voice, Digital Channels, and CRM Data in Real-Time

    With the digital capabilities of today, customers expect seamless, reliable support more than ever—whether they have a question, need help resolving an issue, or are following up on a previous case. To meet these expectations, businesses need more than just great service; they need the right tools to empower their sales and support teams to connect with customers quickly and effectively.

    Time is everything in customer service. When most interactions happen in real time, customers expect quick resolutions and zero repetition—no one likes having to re-explain their issue every time they reach out.

    We’ve all been there: waiting patiently in a chat queue or on hold, only to have the call drop or the Wi-Fi cut out. The frustration is real—but so is the relief when you reconnect seamlessly and don’t have to start over. Imagine if every agent had all the context they needed to make these moments frictionless and even a little delightful.

    Salesforce Service Cloud Voice delivers just that. By integrating directly into the Salesforce platform and Omni-Channel, it transforms customer interactions. Whether you’re managing a support team or navigating high volumes of sales inquiries, Salesforce Voice ensures a consistent, personalized experience for agents, supervisors, and customers alike. With features like a 360-degree view of every caller, real-time monitoring, and advanced analytics, it’s never been easier to deliver the kind of service that keeps customers coming back.

    Us working with our clients has shown us firsthand what truly makes a difference in optimizing service operations. Over time, we’ve identified the key functionalities of Salesforce Voice that consistently deliver the biggest impact. Here’s what we’ve found stood out and a little bit of advice when it comes to setup.

    • Agents can handle phone calls directly within Omni-Channel, with built-in controls to transfer, mute, or hold calls—all without leaving the console. Salesforce Voice streamlines operations by automatically logging calls and linking them to relevant records, such as contacts, cases, or leads. Agents also benefit from screen pop-ups displaying key customer information as calls come in, enabling more personalized and seamless service. If no contact exists, Voice can even create one automatically.
    • Salesforce also provides out-of-the-box Omni-Channel Flows, speeding up implementation and making it easier to layer new automation, such as updating case or contact information, as needed.
    • Powered by Einstein, delivers AI-driven assistance that can improve how agents handle customer interactions. It offers real-time suggestions for responses or next steps, helping agents resolve issues faster and with more confidence. By pulling valuable information from sources like previous calls in real time, Salesforce Voice ensures agents have the context they need to provide seamless, informed support.
    • Call recording takes things a step further by supporting quality assurance, training, and even advanced analytics through Einstein Conversation Insights, which can flag calls that might need assistance or coaching.
    • For supervisors, tools like Real-Time Metrics offer a clear view of team workload and capacity, making it easier to manage resources effectively. Supervisors can also utilize Voice to get oversight on the team and support them if necessary. With features like call barging, supervisors can step into a call when an agent needs to escalate a case. They can also listen in on their agents calls and set up any call recording. This would help monitor performance and provide guidance for future analysis. 
    • Additionally, Salesforce Voice can trigger background processes during calls, saving time and streamlining reporting. With AI pulling insights from previous calls in real time, agents always have the context they need at their fingertips. Want to check out more on KPIs for Voice? Take a look at these Winter ‘25 release notes!

    Learning from some of our own Voice implementations with clients, we’ve seen firsthand how bringing Voice directly into Salesforce enabled agents to manage calls more efficiently, leading to faster response times and leaving their customers satisfied. The integration, automatic case creation, and powerful analytics like Einstein Conversation Insights have provided better data for tracking and improving call performance. 

    An important note on setup: Before using Voice, we need to mention the setup process. One of the biggest considerations during setup is porting existing phone numbers that your company is using, which can take up to a month, depending on the telephony provider. It’s important to start this process early to avoid delaying the integration of Salesforce Voice, as issues such as incorrect documentation can cause setbacks. If your organization uses several different numbers from different countries that they wish to port over, be aware that each country may have its own porting process and approval timelines. However, for clients opting for new numbers, the setup is generally quicker and more straightforward. Want to learn more about setting up Salesforce Voice? Read more about it here.

    Once Salesforce Voice is live, it’s flexible and scalable, allowing your organization to tailor the process to your needs and requirements and enhance your team’s overall efficiency in customer service! Ready to learn more about how Voice can help you and your sales and customer service teams? Let’s chat.

    Let’s chat!

  • Lane Four has been recognized on the 2024 Best Workplaces in Ontario! 

    Lane Four has been recognized on the 2024 Best Workplaces in Ontario! 

    Lane Four is proud to announce that our organization has been named on the 2024 Best Workplaces in Ontario List! Lane Four received this honour after a thorough and independent analysis conducted by Great Place to Work®.  

    The list is based on direct feedback from employees of the hundreds of organizations that were surveyed by Great Place to Work®. To be eligible for this list, organizations must be Great Place to Work- Certified™ and have exceptionally high scores from employees on the Trust Index survey.

    “A strong company culture isn’t built overnight; it’s nurtured through continuous effort, deep listening, and a commitment to learning and growing together. This recognition by Great Place to Work Canada as a top workplace is a testament to our people and the passion they bring every day.”

    Carrie Wilks, Chief People Officer at Lane Four

    At the heart of our company, we cherish the values that define us: being real, being human, staying curious, and holding a steadfast commitment to doing good work. These core beliefs—alongside our guiding principles of empowerment, mentorship, accountability, and authenticity—are more than just words; they’re the foundation upon which we build everything we do. From internal culture to the way we engage with our clients, partners, and communities, our principles guide us to ensure our actions always reflect who we truly are.

    So, what drives our success? It’s simple: we do what we do and stay true to who we are while doing it. Our diverse team of consultants, administrators, architects, developers, project managers, and operations experts shares a single purpose—to help our clients become “Revenue Heroes” and set them up for future success at their organizations. Whether it is rearchitecting an organization’s revenue strategy or optimizing their tech stack, every member of our team is committed, collaborative, and guided by a strong sense of purpose, ensuring we grow and thrive in a way that aligns with our values as well as our partners’ every step of the way.

    About Great Place to Work®: 

    Great Place to Work is the global authority on high-trust, high-performance workplace cultures. A global research and consulting firm, Great Place to Work® provides the benchmarks and expertise needed to create, sustain, and recognize outstanding workplace cultures. In Canada, Great Place to Work® produces both industry and demographic specific Best Workplace™ lists, and represents the voices of 500,000 employees across industry. This is part of the world’s largest annual workplace study, recognizing the world’s Best Workplaces in a series of national lists including those published by The Globe & Mail (Canada) and Fortune magazine (USA). Visit us at www.greatplacetowork.ca 

    Media contacts: 

    For any PR inquiries, contact: marketing@lanefour.com 

    Let’s chat!

  • Countdown to Agentforce World Tour 2024: Why Lane Four’s Booth is a Must-Visit!

    Countdown to Agentforce World Tour 2024: Why Lane Four’s Booth is a Must-Visit!

    The excitement is building as we prepare for Agentforce World Tour 2024 to hit Toronto—Salesforce’s newest world tour event that’s already making waves across the industry. The worldwide event kicked off in Europe just over a month ago, with professionals and Trailblazers from across the ecosystem coming together for the first international Agentforce event series, hosted by Salesforce. This came on the heels of Agentforce’s headline-making debut at the annual Dreamforce event in San Francisco, where it was hailed as Salesforce’s next wave of AI solutions.

    Not long after our team attended #DF24 with high expectations that this product would be the talk of the town, we rolled up our sleeves and decided we had to be part of this momentum. Now, we’re not just ready to be part of it—we’re also positioned to lead the charge for those exploring Agentforce and its potential with projects underway with clients who were eager to learn about how GenAI solutions can help their organizations. That’s why you can catch us at our booth when Agentforce World Tour hits Toronto on December 12th at the Enercare Centre!

    Why Agentforce World Tour is Worth the Buzz

    From in-depth sessions to hands-on training, the event will give attendees an exclusive look at how Agentforce, powered by cutting-edge AI, can transform their go-to-market (GTM) strategies. Ahem, transforming GTM is also our bread and butter here at Lane Four—hence, why we believe our attendance is a no-brainer.

    Whether you’re new to Agentforce or already exploring its benefits, this event will help you understand AI’s potential impact on everything from sales automation to customer lifecycle management. And with Lane Four gearing up with our sponsored booth, we’re excited to help visitors take their first steps—or next big leap—into the world of Agentforce and AI.

    What to Expect at the Lane Four Booth

    We’ve always taken pride in being at the forefront of new and powerful solutions introduced by our partners (and friends) at Salesforce. Whether you know who we are and want to stop by to say “hello”, or are curious and want to connect directly with our experts to learn more about implementing these new AI solutions, we got you.

    Here’s what you’ll find at our booth:
    • Agentforce Implementation Insights
      As early adopters, we’ve already begun planning Agentforce implementations for our clients, which means we’re ready to share insights on real-world applications. Visitors can learn how Agentforce can streamline processes, improve revenue efficiency, and boost client satisfaction—with strategies that we’re confident will make an impact.
    • One-on-One Consultations
      Agentforce is still in its early stages, and navigating the potential benefits of AI may feel overwhelming. At our booth, you’ll have the opportunity to schedule some dedicated time with our experts, who can answer your questions and discuss personalized strategies to accelerate your revenue operations using Agentforce, other Salesforce Cloud solutions, as well as additional tools.
    • Did someone say Raffle Contest?
      Okay, this event may be at the Enercare Centre, and we know it’s a little late in the year for the carnival games at The CNE. But if you know anything about Lane Four, you know that while we’re ready for the serious work, we also know how to keep things fun and interesting. Swing by our booth—not only to connect with a consulting partner you can rely on, but also for a chance to win something you’ll be glad you stopped by for.

    Why Lane Four?

    When you partner with Lane Four, you’re not just hiring consultants—you’re engaging a team of certified Salesforce professionals with deep expertise in go-to-market operations, ready to work alongside you as an extension of your team. Our team of administrators, consultants, architects, developers, and RevOps strategists bring technical precision, hands-on experience, and a people-first approach to every project.

    From refining your long-term revenue architecture to optimizing your tech stack, we turn our knowledge and expertise into results tailored for your business. We’re here to understand your goals, build a strong partnership, and ensure that every part of your revenue engine is ready for top-tier performance to support your growth. At Lane Four, we help make you a Revenue Hero, tackling challenges today so you’re positioned for tomorrow’s success.

    Agentforce World Tour Toronto is your chance to experience the future of AI, and to connect with the consulting experts who are already implementing and unleashing future success for their clients. Whether you’re curious about Agentforce, ready to start planning, or eager to see how Lane Four’s proactive approach can benefit your organization, we’d love to meet you there! Mark your calendar and make sure to stop by. We’re excited to help you unlock new opportunities with Agentforce!

    If you haven’t already, register now. And we know it might be a bit of a hectic day—one-day conferences usually are. Have something you want to discuss directly? Book some time and let’s chat.

    …We’ll see you there!

    Let’s chat!

  • Salesforce Data Cloud Architecture: How It All Works

    Salesforce Data Cloud Architecture: How It All Works

    Data is flowing faster than ever before, and it’s only accelerating. With so much data at our fingertips, companies face a critical challenge: how to unify and leverage this information effectively. Yet, it’s not just about collecting data; it’s about building something meaningful with it, like seamless, personalized customer experiences. That’s where Salesforce Data Cloud steps in, offering a solution designed to harness this massive data landscape and transform it into actionable insights. This “unification” process, as it’s known, organizes data based on the individual or company it relates to, bringing valuable insights and richer segmentation capabilities. 

    While most Salesforce Clouds—think Sales Cloud, Service Cloud, Health Cloud, and other Salesforce industry clouds—share a common core platform and Oracle-based database, Data Cloud takes a different route. Leveraging many integration options and an Apache Parquet based storage layer powered by services like Amazon DynamoDB for real-time data, Amazon S3 for cold storage, and a SQL-based metadata store, Data Cloud achieves this architecture, which allows Data Cloud to deliver petabyte-scale data storage, overcoming the scalability and performance limits typically seen with relational databases.

    What Data Cloud is NOT

    It is not a middleware tool…

    If the ONLY goal is to get data into Salesforce Core, Data Cloud is not the solution.

    It is not intended to be the System of Record (or “Source of Truth”). It is a System of Reference.

    It should support decision making and strategy, not to track billing records.

    At its core, Data Cloud relies on three primary data model objects, which lay the groundwork for everything from data ingestion and harmonization to activation. These core objects form the bedrock of Data Cloud’s unique data handling capabilities, making it a powerhouse for companies looking to unlock the full potential of customer data across the board. But just before we get into more details about these three objects, let’s talk more about how Data Cloud stores data differently.

    A Different Take on How Data Is Being Stored

    As we noted earlier, Data Cloud isn’t playing by the same rules as the “core” products like Sales Cloud and Service Cloud and uses a very different architecture and tech stack from other Salesforce ‘Clouds’. Instead, it operates on a cutting-edge “Data Lakehouse” architecture. With all data being stored in a data lakehouse using the Parquet file format within S3 buckets, unlike the row-oriented CSV format, Apache Parquet uses a columnar storage model that is specifically optimized and designed for managing vast and complex datasets. 

    To add another layer of sophistication, Data Cloud uses Apache Iceberg as an abstraction layer, bridging the physical data files and their organization into coherent tables. This setup allows for seamless integration with powerful data processing frameworks like Apache Spark and Apache Presto, as well as high-performance querying through services like Amazon Athena and Amazon EMR. Together, these technologies enable efficient record-level updates and SQL queries, making Data Cloud a robust solution for modern data management. Before we come back to the key object models, let’s talk use cases.

    Practical Applications: Data Cloud Use Cases

    Curious about how you can leverage Data Cloud for your specific needs? Here are some practical use cases:

    • View-Only Insights from External Systems: Provide Salesforce users with insight into data from an external system while restricting edit access. For instance, if a customer has signed up for all your webinars, this information can be displayed in their profile without allowing modifications.
    • Customer Segmentation for Marketing: Facilitate precise customer segmentation to enhance marketing strategies. By utilizing Data Cloud, businesses can better understand their customer base and tailor campaigns accordingly.
    • Storage of Legacy Records: Store “legacy” records that are related to accounts and contacts but aren’t actively being managed. This approach optimizes query performance and storage limits while maintaining the ability to easily reactivate these records if needed.
    • Partial Sync Between Salesforce Orgs: Enable a partial sync between two Salesforce orgs where data cannot be written to the opposite org. This allows for effective data sharing without compromising data integrity or security.

    The 3 Key Data Model Objects in Data Cloud

    Model 1: Data Source Object (DSO) → The Original Format

    Data Source Object (DSO) is where your data streams are first ingested. Think of the DSO as a temporary staging area—it holds your data in its raw, native file format (like a CSV) until it’s ready for the next steps. 

    Model 2: Data Lake Object (DLO) → The Transformed Data

    Next up is the Data Lake Object (DLO which serves as the first point of inspection in your data flow. Here, users can prepare their data by mapping fields and applying more in-depth transformations. Just like the DSO, the DLO provides a physical storage solution, but it’s specifically designed for the output of a DSO and any transformations applied.

    DLOs are typed, schema-based, materialized views stored in Amazon S3 as Apache Parquet files—a column-oriented file format optimized for efficient data storage and retrieval as we mentioned earlier. Remember that abstraction layer? This is also where Apache Iceberg sits—between the physical data files and their table representation, enhancing usability. Using industry-standard formats that are widely compatible with other cloud platforms enables architects to build features like live query functionality, allowing other data lakes, such as Snowflake, to query data within DMOs without needing to move or duplicate it.

    Model 3: Data Model Object (DMO) → The Virtual Representation

    Finally, we have the Data Model Object (DMO), which offers a virtual, non-materialized view into the data lake. Unlike DSOs and DLOs that use a physical data store, DMOs provide dynamic access to the most current data snapshot in the DLOs without actually storing it.

    Attributes within a DMO can be derived from various Data Streams, Calculated Insights, and other sources, creating a flexible and comprehensive view.

    While DMOs don’t classify data streams by category directly, they inherit categories from the first DLO mapped to them. Once a DMO has adopted a category, only DLOs of that same category can connect with it.

    The shape of DMOs is very similar to Salesforce objects that you are likely familiar with (ie Accounts, Contacts, etc.). Following the same {namespace}__{fieldname}__c pattern that anyone who’s worked with Salesforce data previously is used to. 

    Much like other Salesforce objects, DMOs establish a canonical data model with predefined attributes presented as standard objects. But they also allow for customization, as you can create custom DMOs—you can think of them as custom objects. DMOs can have standard or custom relationships with other DMOs, structured as one-to-one or many-to-one relationships. Currently, there are 89 standard DMOs in Data Cloud, with more on the way to support diverse entity use cases.

    These DMOs are organized into various subject areas, including:

    • Case: For service and support interactions.
    • Engagement: To track individual engagement activities, like email sends, opens, and clicks.
    • Loyalty: For managing reward and recognition programs.
    • Party: To represent individual attributes such as contact or account information.
    • Privacy: For monitoring data privacy preferences and consent.
    • Product: To define attributes related to products and services.
    • Sales Order: For detailing past and forecast sales by product.

    A few other important things to note: You can leverage Flows and SOQL with Data Cloud Objects, giving you control over what data gets returned to your “Core” database and what stays in the Data Cloud. This flexibility allows you to optimize your data flow and storage efficiently. Additionally, we also want to point out that Data Cloud operates on a usage-based pricing model, making it especially important to design processes with efficiency in mind to manage costs effectively.

    We’re in an era where data flows at an unprecedented rate, and Salesforce estimates that by 2025, there will be 100ZB of data in the cloud. Yes, that’s zattabytes. That’s 100 trillion gigabytes, just sitting across various systems, waiting to be put to use. To transform this data into something meaningful—like exceptional customer experiences—companies need a way to harness and unify it effectively.

    Salesforce Data Cloud offers a solution that can finally keep pace with today’s massive, diverse data requirements. By organizing, unifying, and storing customer data at scale, Data Cloud empowers businesses to capture a true 360-degree view of every interaction. This capability isn’t just about better data storage; it’s about enabling smarter, more personalized engagement across channels. Until now, Data Cloud’s been largely seen as a way to unify data—a bridge for connecting information from multiple sources. Will this role evolve within the Salesforce context? Perhaps, though we think it may be too early to say for certain. What’s clear is that Data Cloud opens up new possibilities, and the best way forward is to keep learning, stay curious, and continue to share what we discover. We hope this article offers some clarity on what Data Cloud can achieve today.

    As Salesforce continues to innovate, Data Cloud stands ready to support businesses in harnessing data more effectively and strategically for years to come. Ready to learn how Data Cloud can transform your data approach? Let’s chat.

    Let’s chat!

  • Don’t Get Left Behind: Why You Should Transition from Workflow Rules and Process Builder to Salesforce Flow…and Soon!

    Don’t Get Left Behind: Why You Should Transition from Workflow Rules and Process Builder to Salesforce Flow…and Soon!

    Alright folks, it’s time to shake things up and make the change.

    For years, Workflow Rules and Process Builder were the foundation of task automation in Salesforce—and for good reason. They simplified our work, and we proudly championed them to our clients as essential tools, but as with anything in tech, progress is inevitable. And within the rapidly changing Salesforce ecosystem especially, features and functionality evolve quickly, leaving us to decide whether to adapt or risk falling behind. We trust you agree that adapting is the way forward. That’s why it’s crucial to keep the conversation about Salesforce Flows at the forefront—and maybe start pressing that urgent button a bit harder.

    What button do you ask? We understand that many companies, including some that we partner with, are still relying on Workflow Rules and Process Builder. Even though we’re a team of tech experts who thrive on diving deep into the details, we know that when it comes to this transition, we’re keeping it as simple as saying that you just want to “go with the Flow” with this one. We’ve been sitting at the head of the table on this conversation for a while now, and we’re here to show why switching to Flow should be a top priority—and how Lane Four can support you at every step.

    Why Switch? The Clock Is Ticking.

    Here’s the bottom line: Salesforce will no longer support Workflow Rules or Process Builder after December 31, 2025. If you’re still using them by then, you’re going to find yourself in a tough spot. Besides, Flows offer a multitude of benefits that the older automation tools just can’t match.

    One major benefit is speed. Users like systems that move fast. Salesforce did the research, ran a detailed set of experiments, and the results are clear—Flows run significantly faster than Process Builder or Workflow Rules. Faster orgs mean happier users, higher adoption rates, and fewer headaches overall. So, if you like efficiency (and who doesn’t?), you need to scrap those old workflows and make the switch—SOON.

    The Benefits of Using Flows

    Flows aren’t just a replacement for the old tools; they’re a proven upgrade in many cases. Here are more benefits of migrating and why you should be excited about switching:

    • Scalability: Flows can use custom metadata to reduce duplicate logic in processes and bulkify processes as your business grows
    • Performance: Before-save Flows are 10x faster and after-save flows 4x faster than Workflow Rules or Process Builder. Like we said, the speed improvement alone makes the transition worth it.
    • Manageability: Maintaining and updating processes with Flow is much quicker and easier than with the former tools.
    • Flexibility: Flows can be triggered by more events and conditions, offering far more flexibility for automation.
    • Integration: You can seamlessly integrate Flows with other Salesforce tools using MuleSoft and also utilize generative AI assistance if needed, unlocking even more functionality.
    • Improved Debugging: Unlike Workflow Rules and Process Builders, Flows offer robust debugging options, making updates and testing much simpler.
    • Future-proof: With the discontinuation of support for Workflow Rules and Process Builders, Flows are the automation tool built for today and the foreseeable future.

    The Consequences of Not Migrating: How Lane Four Can Help?

    If you choose to stick with Workflow Rules or Process Builder long term, you’re going to face some real challenges and risks. Here’s what that could look like:

    • Limitations on Automation: Staying with the old tools will severely restrict your ability to scale your business processes.
    • Increased Maintenance Efforts: As technology evolves, sticking with unsupported features will lead to more manual adjustments and growing technical debt.
    • Missed Opportunities for Optimization: Companies that don’t migrate will miss out on the enhanced user experiences and insights that Flow offers.
    • Loss of Support: After December 2025, there will be no Salesforce support for these tools. If bugs arise, we’ll try to help, but there’s no guarantee that they can be fixed.
    • New Features Won’t Work: Relying on outdated tools means Salesforce updates could disrupt your processes, leaving you scrambling for fixes. Plus, most new features won’t be compatible with Workflow Rules or Process Builder, limiting your system’s potential.

     

    We know what you might be thinking—”December 31, 2025 is ages away…we’ll deal with this closer to the deadline.” But waiting until the last minute could be a mistake. If you have a complex Salesforce org, migrating all of your current automations to Flows isn’t an overnight job—for you, or us as experts. Depending on how many automations we’re talking about, it could take anywhere from weeks to months to properly scope, execute, test, and deploy a complete transition.

    At Lane Four, we definitely take pride on efficiency, but when approaching these migration exercises, we take the quality over quantity approach. We’re not here to rush a job just to check a box—automating areas of your operations is a very impactful part of your revenue engine and is a make or break to most companies. Good things take time, and we’ll make sure your migration is handled thoughtfully and efficiently, while ensuring the process is tailored to meet your exact needs and business goals.

    Remember: Delaying a necessary migration only adds to your tech debt

    This migration is also the perfect opportunity to reassess your current automations. Are they all still necessary? Are there new automations you’ve been considering setting up but haven’t gotten to? This isn’t just about flipping a switch; it’s about streamlining and optimizing for the future. Remember: delaying a necessary migration only adds to your tech debt. Out of sight might feel like peace of mind now, but it can lead to a greater cost later.

    Consider the next 6-8 months as critical for preparing your org for future changes. Migrating to Salesforce Flows brings clear benefits, and so does acting early. By transitioning now, you’re not just avoiding a deadline—you’re future-proofing your business, optimizing processes, and setting your team up for long-term success.

    We genuinely understand that change can be challenging, but we’re here to help you every step of the way. Whether you’re already part of the Lane Four family or not, reach out to us today. Curious to learn more about how we can make this transition smooth and set you up for success in 2025? Let’s chat.

    Let’s chat!

  • Salesforce Flow Tests: What Are The Limitations?

    Salesforce Flow Tests: What Are The Limitations?

    Optimized automations don’t happen, well, automatically. If not set up correctly, your automations definitely won’t be firing on all cylinders—fact. Have you been following our Salesforce Flow Test content? Here’s a quick recap of our series:


    Now, let’s talk about the limitations. When it comes to Salesforce automation, to ensure functionality, conducting Flow tests is important. But let’s be real: we wouldn’t be trusted Salesforce experts if we didn’t point out that, like most tech, Flow tests have their limitations—and if misunderstood, implementing them can lead to extra work. By recognizing these boundaries, you can actually strengthen your testing strategy. Here’s a breakdown of the key limitations to help you maximize the effectiveness of your Flow Tests while avoiding common pitfalls.

    Key Limitations of Salesforce Flow Tests

    Here’s a breakdown of the limitations you should keep in mind to maximize the effectiveness of your Salesforce Flow Tests while avoiding common pitfalls:

    • Flow tests are available only for record-triggered and data cloud-triggered flows.
    • Flow tests do not support scenarios where a flow is triggered by the deletion of a record.
    • If your test scenario requires a record to have a date set to today, you must manually adjust the date to today before running the test. Failure to do so will result in the test failing, as it will use the date that was set when the test was initially created. 
    • Each Flow can have up to a maximum of 200 tests.
    • Flow tests do not support testing of flow paths that execute asynchronously.
    • Tests can only be created for the current object associated with the flow; you cannot create tests that involve child or parent objects of that flow.
    • The creation of Flow tests does not support the use of formulas, variables, or resources.

    Need more testing tips? Dive in and discover more expert resources!

    Mastering Salesforce Flow Tests means knowing their strengths and understanding their limitations—because optimized automations require both. Have more questions about how to strengthen your Flows or get the most out of your testing practices? Let’s chat.

    Author: Nupur Patel
    Automation Specialist & Junior Salesforce Developer at Lane Four

    Let’s chat!

  • Agentforce Has Landed—Let’s Go!

    Agentforce Has Landed—Let’s Go!

    It’s been just over a month since the coveted Dreamforce’24 conference hosted by our friends at Salesforce. That being said, by now we’re sure this isn’t the first blog or article you might have stumbled across buzzing about the long awaited Agentforce. 

    The wait is over, folks! As of today, Agentforce is officially generally available, and we couldn’t be more excited. In fact, we’re already hitting the ground running here at Lane Four—getting our team certified, enabling new capabilities, and gearing up for exciting projects ahead. We’re moving with the momentum of all things Agentforce, and we can’t wait to see what’s next.

    While in San Francisco, our team rolled up their sleeves, dove right in, earning new Agentforce badges and sparking meaningful conversations with both existing clients and businesses eager to learn more. But before we get ahead of ourselves, let’s break down what Agentforce really is, and why it’s poised to make waves in the world of AI-powered customer service and automation.

    So, what exactly is Agentforce?

    Salesforce’s Agentforce is an AI-powered tool built to simplify business processes and deliver tailored, scalable solutions across industries. It enables companies to go even further in automating routine tasks while still maintaining a personal touch—an invaluable advantage for staying ahead in today’s hyperconnected, digital-first environment.

    If you’re thinking, “Hasn’t Salesforce already rolled out an AI tool… so what’s the hype around Agentforce?” you’re not far off. However, with Agentforce being the star of this year’s Dreamforce ‘24 and World Tour events, it marks a significant leap forward in Salesforce’s generative AI (genAI) capabilities.

    While Agentforce is technically the ‘newest’ AI platform, it would be more helpful to note that it is not a brand new singular product introduced by Salesforce. It can moreso be seen as an AI-driven assembly of previously launched features designed to help build on the well-known Einstein (Co-Pilot) functionality. It essentially combines the power of Prompt Builder, ChatBots, and Einstein to elevate automation, enabling companies to create and customize AI agents that perform tasks more efficiently while maintaining a personal touch. However, Agentforce now marks the shift from last year’s “Human in the Loop AI” theme, with AI agents now being capable of completing tasks autonomously. These agents are tailor-made for common tasks across the Customer 360 platform, including pipeline building, case deflection, and sales team coaching, with Data Cloud being what Salesforce is referring to as “the heartbeat of the Salesforce Platform and foundation of Agentforce”. 

    While discussions about AI have been ubiquitous—more than ever in 2024—we truly believe that at this point, if you or your team has not found a way to accept and integrate AI into your operations yet, you’re probably falling behind. By embracing AI, businesses can deliver faster, more personalized service, ultimately elevating customer experience overall. And whether it’s supporting customer service teams or boosting sales, Agentforce is set to be a key player in the future of intelligent automation.

    Use Cases and Impact Across Multiple Functions

    Agentforce’s versatility extends across a variety of use cases, similar to Einstein Bots but with far more advanced capabilities. For instance, Agentforce can be trained using company documents, access Salesforce objects and data, and generate dynamic, real-time responses. Its AI agents can take on roles like customer support agents, Sales Development Representatives (SDRs), personal assistants, or even sales coaches—roles traditionally solely managed by human teams but now optimized through automation.

    Even industries like retail, healthcare, and financial services can now greatly benefit from Agentforce. Today’s customers expect quick, efficient, and tailored interactions, and this AI solution makes it possible. By automating key processes and integrating into various digital platforms such as web chat, social media, and messaging platforms, Agentforce aims to help companies reduce costs while improving response times, allowing them to stay competitive in an increasingly fast-paced market. 

    Agentforce significantly influences a wide range of stakeholders within an organization; here’s a few examples.

    Sales

    Dynamically generate sales tasks like composing personalized emails, scheduling meetings, and preparing for the next interaction.

    Service

    Auto-generate personalized agent responses grounded in trusted CRM data (Service Replies). Auto-generate case wrap-up summaries (Work Summaries). Summarize support interactions to save agent time and create knowledge articles from past case notes (Knowledge Articles).

    Marketing

    Efficiently generate personalized content to engage customers and prospects across email, mobile, web, and advertising.

    Commerce

    Generate new or updated editable recommended product descriptions through tonal and demographic-targeted prompts

    Slack

    Deliver AI-powered customer insights in Slack like smart summaries of sales opportunities and surface end users actions like updating knowledge articles.

    Tableau

    Interact with data in a conversational interface. Generate conversational insights and visualizations from a natural language question. (check out to learn more)

    Source: Salesforce, Edited by Lane Four

    With AI projected to drive over $15 trillion in global economic growth and enhance GDP by 26% by 2030, the potential impact of adopting AI practices within your operations is enormous. 

    No need to ‘imagine’ AI as the engine that fuels every aspect of your organization—it’s going to be the standard going forward, be it in Salesforce or elsewhere. But Salesforce has integrated trusted genAI across its entire suite of products—including Sales, Service, Marketing, Commerce, Slack, Tableau, Flow, and Apex—making AI capabilities readily accessible and tailored to meet your specific needs. You can learn more about Salesforce’s comprehensive, trustworthy, and business-ready generative AI applications here.

    Not all AI-generated content, however, is created equal. The prompts you use play a crucial role in shaping the quality and relevance of the output. Recognizing this, Salesforce is developing optimized AI prompts designed to leverage harmonized data, ensuring that the generated content is grounded in your organization’s unique context. These context-rich prompts will enable different teams to extract instant value from genAI while minimizing  without encountering common pitfalls like hallucinations. This approach not only saves time and reduces costs but also enhances the overall effectiveness of your team’s efforts.

    The Difference isn’t What, but How

    Agentforce Agents can all be customized within the Agent Studio, a hub where you can build, manage, deploy, and evaluate the effectiveness of your AI agents. This platform allows you to leverage existing workflows, prompts, and Apex, making it easier to integrate AI into your operations.

    Agentforce offers two main types of agents to fit your needs: Autonomous Agents and Assistive Agents.

    Autonomous Agents take on tasks independently, freeing up your team to focus on higher-level strategies. For example, the Agentforce Sales Development Rep is designed to enhance your pipeline by autonomously generating leads, while the Agentforce Service Agent focuses on increasing case deflection through automated service support.

    Assistive Agents are like having an extra set of hands. The Agentforce Sales Coach is there to onboard and train your sales team more effectively, providing real-time guidance. Meanwhile, the Agentforce CRM Assistant answers questions in the flow of work, helping your team take action seamlessly across the Customer 360 platform.

    Another key element that sets Agentforce apart is Salesforce’s commitment to ethical and responsible AI use. We understand the hesitation many people have had about trusting artificial intelligence—it’s a big leap. However, the integration of secure customer data from the Customer 360 platform means that the generated content is relevant and grounded in your unique business context and data.

    Like we mentioned earlier, Data Cloud plays a very important role in powering Agentforce by providing the customer data needed to make AI agents smarter, more context-aware, and responsive to customer needs. This rich data foundation allows Agentforce to adapt in real time to customer interactions, offering personalized support. 

    For instance, when a frustrated customer reaches out to an Agentforce Service Agent, the built-in Retrieval-Augmented Generation (RAG) capabilities within Data Cloud pull real-time insights from various sources like previous emails, support tickets, product images, and voicemails. By tapping into this wealth of contextual information, Agentforce can deliver more informed responses that truly align with the customer’s history and current situation. 

    This effective use of customer data, guided by governance policies, ensures that AI agents provide not just automated assistance but relevant, empathetic support that feels human—helping businesses maintain meaningful, personalized interactions even as they scale.

    Dreamforce 2024: A snapshot captured by one of our team members as we joined fellow Salesforce pros, all ready to earn our new Agentforce badges.

    Data quality remains a high priority in this context. Ensuring that your data—especially on key objects like Cases and Opportunities—is accurate and secure allows you to leverage the full potential of generative AI. As organizations embrace these advancements, features like PII masking are enabled by default, providing an additional layer of protection for sensitive information.

    Salesforce is committed to building trust in AI technology, which is reflected in its ongoing investment in data security and ethical practices. This focus on safe and responsible AI ensures that businesses can confidently explore the benefits of generative AI while delivering exceptional customer experiences. 

    As Salesforce evolves its roadmap for generative AI, they are keenly focused on delivering value to customers while fostering an open ecosystem. This means businesses can utilize a variety of generative models without being tied to a single model provider. With initiatives like the Salesforce Ventures Generative AI investment fund, Salesforce is committed to paving the way for future innovations in AI solutions.

    As a company, we’ve always taken pride in offering the very best solutions to our clients—ones we trust and are confident with ourselves. To give you a glimpse of how we’re applying some of our AI knowledge so far, Lane Four’s currently focusing on how to best enhance customer service by solving Knowledge Base-related queries, as well as using Agentforce to resolve cases and update knowledge articles dynamically, as an example. 

    In the coming months, we plan to release a use case library demonstrating how these genAI tools can be applied across different business functions, providing real-world examples to help businesses leverage this tool effectively. By learning and applying them first hand in our own practices, we’re ensuring that we can empower other teams with AI-driven solutions—supported by real success stories that demonstrate their true impact.

    In summary, with Agentforce, it’s not just about what AI can do—it’s about how it can seamlessly integrate into your business to drive efficiency, foster trust, and ultimately enhance customer engagement.

    By approaching AI with an open mind, there’s no question that adopting Salesforce’s AI capabilities can be transformative for your business. It’s the smart choice if your goal is to move forward with more efficient workflows that truly resonate with your customers, even if you’ve had reservations in the past. As AI continues to evolve, those who leverage its power will undoubtedly stay ahead in today’s competitive markets. Curious about how we can support your AI journey? Let’s chat.

    Let’s chat!