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Exam Code: Platform-App-Builder Salesforce Certified Platform App Builder information source November 2023 by team

Platform-App-Builder Salesforce Certified Platform App Builder

The Salesforce Certified Platform App Builder test has the following characteristics:

 Content: 60 multiple-choice/multiple-select questions

 Time allotted to complete the exam: 105

 Passing Score: 63%

 Registration fee: USD 200, plus applicable taxes as required per local law

 Retake fee: USD 100, plus applicable taxes as required per local law

 Delivery options: Proctored test delivered onsite at a testing center or in an online proctored environment. Click here for information on scheduling an exam.

 References: No hard-copy or online materials may be referenced during the exam.

 Prerequisites: None required; course attendance highly recommended.


The Salesforce Certified Platform App Builder credential is designed for individuals who
would like to demonstrate their skills and knowledge in designing, building, and deploying
custom applications using the declarative customization capabilities of the Lightning
Platform. The candidate can create, manage, and update data models, application security,
business logic, and process automation.

Here are some examples of the concepts you should understand to pass the exam:

 Design the data model, user interface, business logic, and security for custom applications

 Customize applications for mobile use

 Design reports and dashboards

 Deploy custom applications

The Salesforce Certified Platform App Builder credential is intended for an individual who
has experience developing custom applications on the Lightning Platform, including
practical application of the skills and concepts noted in the test objectives below.

The Salesforce Certified Platform App Builder generally has six months to one year of
experience building applications on the Lightning Platform and/or on a similar technology

The Salesforce Certified Platform App Builder candidate has the experience, skills, and
knowledge outlined below:

 Familiarity with the capabilities of the Lightning Platform.

 Awareness of Salesforce license types and the related considerations.

 Ability to design applications to support business processes and reporting requirements.

 Familiarity with the social and mobile capabilities of the platform; accustomed to
using and optimizing business applications on a mobile device.

 Familiarity with the Salesforce development environments and the options available
to deploy applications and manage changes on the Lightning Platform.

 Study of the resources listed in this test Guide and the additional required study
materials provided by Salesforce.

A candidate for this test is not expected to be able to administer Sales Cloud or Service
Cloud, have programmatic development experience (Apex, Visualforce, etc.), design custom
interfaces using Visualforce, or design custom Lightning components using Apex or

The Salesforce Certified Platform App Builder test measures a candidates knowledge and
skills related to the following objectives. A candidate should have hands-on experience
developing custom applications on the Lightning Platform and have demonstrated the
application of each of the features/functions below.


 Describe the capabilities of the core CRM objects in the Salesforce schema.

 Given a scenario, identify the boundaries of declarative customization and the use cases for programmatic customization.

 Identify common scenarios for extending an org using the AppExchange.


 Given a scenario, determine the appropriate data model.

 Describe the capabilities of the various relationship types and the implications of each on record access, user interface, and reporting.

 Identify the considerations when changing a field's type.

 Given a set of requirements, identify the considerations and select the appropriate field type.

 Describe the capabilities and considerations of the schema builder.

 Describe the options and considerations when importing and exporting data.

 Describe the capabilities of and use cases for external objects.


 Describe the features and capabilities available to restrict and extend object, record, and field access.

 Given a set of business requirements, determine the appropriate sharing solution.

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 Describe the capabilities of and use cases for record types.

 Describe the capabilities of and use cases for formula fields.

 Describe the capabilities of, use cases for, and implications of roll-up summary fields.

 Describe the capabilities of and use cases for validation rules.

 Describe the capabilities of and use cases for approval processes.

 Describe the capabilities of and use cases for workflow, visual workflow, and Process Builder.

 Given a set of business requirements, recommend a solution to automate
business processes.

 Describe the ramifications of field updates and the potential for recursion.


 Describe the capabilities of and use cases for social features.


 Describe the user interface customization options.

 Describe the capabilities of and use cases for custom buttons, links, and

 Describe the declarative options available for incorporating Lightning
Components in an application.

 Given a scenario, determine the appropriate user interface design.


 Describe the features and capabilities available when creating reports,
report types, and dashboards.


 Describe the declarative customization options available for the Salesforce
mobile application user interface.

 Given a set of requirements, determine the appropriate global and objectspecific actions and action layouts to optimize the Salesforce mobile

application user experience.

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 Describe the key milestones and considerations when managing the application lifecycle.

 Describe the differences between and considerations when using the various types of sandboxes.

 Describe the capabilities of and considerations when using change sets.

 Describe the use cases of and considerations when using unmanaged packages.

 Given a scenario, determine the appropriate deployment plan.
Salesforce Certified Platform App Builder
Salesforce Salesforce information source

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Salesforce Certified Platform App Builder (SU18)
Question #361
Universal Containers wants to ensure that they are accepting clean data from their users and verify that important
fields are entered.
What should an app builder recommend to meet this requirement?
A. Make a formula field to check the format of the important fields
B. Update the important fields to be required on the page layout
C. Create a workflow rule to check the fields are formatted correctly
D. Configure a validation to require a field for a specific record type
Answer: D
Question #362
What are two reasons to create an unmanaged package? (Choose two.)
A. Distributing upgradeable components to other Salesforce orgs
B. Deploying from a Developer Edition environment
C. Publishing an application for sale on the AppExchange
D. Distributing open-source projects on the AppExchange
Answer: CD
Question #363
An app builder has created a custom Lightning App and wants to make it available to the internal users at
Universal Containers.
Which two steps are necessary to accomplish this task? (Choose two.)
A. Build a Custom Tab for the app
B. Create a subdomain using My Domain
C. Upload the app to Static Resources
D. Create a Visualforce page
Answer: AD
Question #364
Universal Containers uses a private sharing model on Accounts. User A and User B both own Accounts of their
own and have both been sent a new Account record in an email owned by User C to take a look at. User A is able
to open and view the record but User B receives an insufficient privileges error. User A and
User B have the same role in the Role Hierarchy as User C.
What are the three reasons User A has access but User B is unable to access the record? (Choose three.)
A. User A is in a Public Group that has access via a Sharing Rule
B. User A and User B have different profiles
C. User A is on the same Account Team as User C
D. User C has manually shared the record with User A
E. User A was granted an additional permission set
Answer: ABD
Question #365
Universal Containers uses a custom object called Reviews to capture information generated by interviewers during
the candidate process. The Review records are visible to any user that has access to the related custom Candidate
record. The VP of Human Resources wants the comment field on the Review to be private to anyone outside of the
HR department.
How should the app builder meet this requirement?
A. Create a page layout with the field for HR users and another page layout without the field for all other
B. Create an Apex sharing rule to share the field with users that have "HR" in their role
C. Create a sharing rule to share the field with the VP of HR with Role and Subordinates
D. Create a page layout with the field and use field-level security to hide the field from all other users
Answer: A
Question #366
Which feature should an app builder use to ensure that new Leads are automatically sent to the appropriate Sales
A. Workflow Rules
B. Visual Flow
C. Lead Assignment Rules
D. Lead Convert
Answer: C
Question #367
Accounts at Universal Containers are currently readable by all users but editable only by their owners. Management
wants to designate some Accounts as VIP
Accounts. Only Account owners should have read access to these VIP accounts.
What two actions should an app builder take to meet the requirements? (Choose two.)
A. Implement a sharing rule
B. Change Organization-wide Defaults
C. Set up an Account Team
D. Configure a permission set
Answer: AC
Question #368
An app builder has been asked to display an Overdue Date that is two months after a Task's Due Date.
Which approach should the app builder take?
A. Create a formula field using the ADDMONTHS() function
B. Use Process Builder and set Overdue Date equal to DueDate + 60
C. Create a formula field using DueDate + 60
D. Use Process Builder and set Overdue Date equal to DueDate + ((365/12) * 2)
Answer: B
Question #369
The VP of Sales wants a Chatter post to the All Sales private group when an Opportunity goes to the closed won
What two tools should the app builder use to automate this process? (Choose two.)
A. Process Builder
B. Big Deal Alert
C. Workflow
D. Flow
Answer: AD
Question #370
Universal Containers implemented an application process that uses custom objects Internships and Applications.
The organization-wide default for Internships has been set to private and is the master in the master-detail
relationship with Applications. The VP of HR wants to allow edit access to Applications to recruiters.
How should an app builder configure the proper access?
A. Create a sharing rule that grants the users Read/Write access to the Application records
B. Create a queue for the web applications and assign access to the users who will be editing the records
C. Add a sharing rule that grants the users Read/Write access to the Internship records
D. Set the organization-wide default on the Applications object to Read/Write
Answer: A
Question #371
Managers at Universal Containers want a quick way to create additional accounts to form a hierarchy from a parent
account record. They want to auto-populate five fields based on the parent to make it easier for users to create the
child accounts quickly.
What should the app builder recommend?
A. Custom Global Quick Action
B. Custom Button on Account
C. Custom Action on Account
D. Custom Link on Account
Answer: C
Question #372
Universal Containers allows users to create standard reports on demand.
What are two considerations users should be aware of when creating a new report? (Choose two.)
A. Users can require that child objects exist for parent records using a cross filter
B. Records will be available in the report regardless of security permissions
C. Reports created from standard report types are available to all users
D. The report type determines the types of records and fields that will be available
Answer: AC
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Salesforce Salesforce information source - BingNews Search results Salesforce Salesforce information source - BingNews What is Salesforce and What Does It Do? No result found, try new keyword!Salesforce is a cloud-based customer relationship management (CRM) software that helps businesses connect with and get more information about their customer base. Salesforce is a cloud-based ... Mon, 13 Nov 2023 10:00:00 -0600 text/html Salesforce vs. HubSpot: Which CRM Is Right for Your Business?
  • Salesforce and HubSpot are industry-leading CRM platforms with advanced sales and marketing features. 
  • Salesforce is highly customizable, with a wide range of features and service plans for businesses of all sizes.
  • HubSpot is often praised for its ease of use and extensive integration library.
  • This comparison is for business owners deciding between Salesforce and HubSpot for their CRM needs.

Customer relationship management (CRM) platforms can save businesses time and boost sales by tracking and automating client interactions. The best CRM software helps businesses organize customer information and engage with leads and customers via multiple channels, creating a consistent and effective communication strategy. 

Salesforce and HubSpot are top-tier CRM solutions that can help many businesses. We’ve evaluated key elements of our Salesforce CRM review and our HubSpot CRM review to help businesses weigh their similarities and differences and choose the right CRM software for their needs. 

Salesforce vs. HubSpot




Starting price

$25 per user per month

Free plan available; paid plans start at $20 per user per month

Free trial

Yes (30 days)

Yes (14 days)

Third-party integrations

Salesforce supports API and third-party integrations with a wide range of apps and software services.

An expansive App Marketplace hosts over 1,000 integrations.

Customer support

Customer support is available 24/7 via email, live chat or phone.

Support options vary by plan. Phone support is available only to Professional and Enterprise customers. Starter plan customers can access chat and email support. Free-tier users must consult community resources. 

Sales features

Salesforce CRM comes with robust sales tools, including:

  • Account, contact and deal management
  • Sales analytics
  • Einstein automated activity capture
  • Customized sales paths
  • Customized sales forecasting
  • Lead opportunity scoring

HubSpot offers a wide range of sales features, including:

  • Call tracking
  • Sales management playbooks
  • Pipeline management
  • Automated sales quotes
  • Chatbots
  • Sales automation
  • Conversation intelligence 

Marketing features

Upgrade your marketing with Salesforce’s marketing functionality, including:

  • Email templates
  • Content personalization
  • Customer segmentation
  • Marketing analytics
  • Customer journey builder
  • Mobile marketing messaging

Streamline and automate marketing efforts through HubSpot’s marketing tools, including: 

  • Live chatbots
  • Customer contact management
  • Email templates and tracking
  • Marketing analytics
  • Marketing automation

Who Do We Recommend Salesforce For? 

While Salesforce is an excellent option for any business, we recommend the platform particularly for businesses with advanced customization or automation needs. 

Salesforce is a well-known and highly respected CRM vendor used by thousands of companies worldwide, including big names like IBM, Mercedes-Benz, NBCUniversal, Herman Miller, Morgan Stanley, PayPal, AT&T, 3M, ADP, Adidas and Asana. Its high-level sales and marketing features can help businesses of all sizes generate leads, close sales, and Excellerate and streamline operations. We especially like its AI-powered Einstein tool, which automates sales tasks and provides rich deal insights, call coaching and sentiment analysis to help your sales team perform more effectively.

We appreciate that Salesforce offers an expansive range of plans to accommodate the needs of various businesses. In this evaluation, we focused primarily on its impressive small business offerings. Salesforce’s lowest tier starts at an affordable $25 per user per month; as businesses scale and their needs grow, they can upgrade to more feature-full plans. 

The following features make Salesforce a top CRM choice:

  • Salesforce’s real-time sales forecasting can help businesses project future sales revenue.
  • The CRM’s Einstein AI tool can provide personalized insights and recommendations to sales reps.
  • Salesforce CRM plans start at $25 per user per month; businesses can take advantage of a free trial to test the platform.

Salesforce dashboard

Salesforce offers easy-to-read dashboards and AI-powered personalized insights. Source: Salesforce

Who Do We Recommend HubSpot For?

We recommend HubSpot for small businesses implementing a CRM for the first time or companies with teams new to using CRM software. Its user-friendly interface promises a short learning curve that can help quickly get your staff up and running. 

HubSpot boasts well-rounded sales and marketing features. Its intuitive setup and navigation will make it easy to manage customer relationships, track customer and lead communications, build a sales pipeline, monitor in-progress deals, and much more. Additionally, its expansive integration options can help businesses connect their CRM to their existing business software, creating a customized solution. 

We were impressed by HubSpot’s free offering, which provides essential sales, marketing, commerce and operations tools to help small businesses on a tight budget manage leads and customers. As they grow, they can opt for the affordable Starter tier for $20 per user per month and gain more extensive sales and marketing features.   

We think the following features help HubSpot stand out among the competition: 

  • HubSpot features a robust App Marketplace that can help businesses connect the CRM with their existing tech stack.
  • The platform offers a convenient deal pipeline that tracks in-progress deals throughout the sales cycle.
  • HubSpot’s free version and affordable Starter tier are ideal for small businesses on a tight budget.

HubSpot’s education platform, HubSpot Academy, offers training courses in multiple areas, including sales training and digital marketing skills development.

Hubspot sales and marketing tools

HubSpot offers a wide range of sales and marketing tools, including email templates and tracking. Source: HubSpot

Salesforce vs. HubSpot

Price and Plans


  • Four plans range from $25 to $330 per user per month.
  • All plans require an annual contract.
  • All plans allow a 30-day free trial. 

Salesforce offers various plans with features to Excellerate lead management, sales, marketing and more. Various add-ons are available for enhanced CRM analytics capabilities, marketing features, commerce options and more. We like that it offers a reasonably priced Starter plan; however, it’s missing notable features like automations and detailed CRM reporting. We were also disappointed that you must opt for the Unlimited plan to access lead scoring. 

The following prices reflect monthly charges with annual billing. You’ll pay more for monthly billing. 





$25 per user per month

Lead management, offline functionality, duplicate blocking, Einstein activity capture, email integration, mass emails, custom sales processes, mobile apps, custom dashboards and reporting, file sharing, and up to five automation workflows


$80 per user per month

Everything in Starter, plus sales forecast management (desktop and mobile), Sales Cloud Everywhere functionality, offline mobile functionality, order and quote creation and tracking, additional collaboration tools, and five flows per organization


$160 per user per month

Everything in Professional, plus workflow and process automation, advanced pipeline management, opportunity scoring, deal insights, sales console apps, sales team tools, advanced reporting and forecasting, opportunity splits, territory management, opportunity scoring, deal insights, a waterfall chart, and web service APIs


$330 per user per month

Everything in Professional, plus lead scoring, advanced Einstein tools and insights, built-in AI, premium support, advanced automation, sales engagement tools, and more


  • HubSpot’s generous free plan includes marketing, sales and service tools. 
  • The Starter tier is only $20 per user per month for new HubSpot customers and adds crucial features. 
  • There’s a significant jump between the Starter tier and the Professional plan – from $20 to $1,600 per user per month. And the Professional plan incurs a $3,000 onboarding fee.

HubSpot has various iterations related to marketing, sales, customer service, operations and content management. For our evaluation purposes, we’re looking at HubSpot’s CRM Suite and its pricing. 

We love that HubSpot CRM Suite has a free tier – few competitors offer this perk. While the free tier lacks some crucial features, including marketing campaign management, it’s still a great deal to help businesses get started with using a CRM. 

The following plans and prices reflect an annual billing discount. (You’ll pay more for monthly billing.) 




Free tools


Up to 2,000 emails monthly (with HubSpot branding), App Marketplace integrations, marketing tools, service tools, CMS tools, email scheduling, one inbox and live chat (with HubSpot branding)


$20 per user per month for two users 

($25 for each additional user)

Includes everything in the free tier (removes HubSpot branding from emails and live chat), plus access for two users to HubSpot Sales Hub Starter, Marketing Hub Starter, Service Hub Starter and CMS Hub Starter


$1,600 per user per month (for five users)

$100 for each additional user

One-time $3,000 onboarding fee 

Everything in Starter, plus access for five users to Sales Hub Professional, Marketing Hub Professional, Service Hub Professional, CMS Hub Professional and Operations Hub Professional


From $5,000 monthly for 10 users

Enterprise-level tools, including 10,000 marketing contacts

Winner: Tie

We’re calling a tie in this round; your business’s needs and budget will dictate the most affordable package for you. HubSpot’s free plan is unmatched; however, it may not be enough for your business’s sales and marketing goals. The Starter plan adds essential features, but there’s an enormous price jump to its Professional plan if you need more extensive functionality. Salesforce may end up being a better value if you need a higher-level plan. Its Professional Plan is $80 per user per month, offering businesses a way to upgrade beyond essential features without incurring exorbitant expenses.

Check out our review of monday Sales CRM to learn about another popular CRM platform with a generous free tier.

Free Trial


Salesforce offers a 30-day free trial, allowing businesses to thoroughly test its CRM platform. No credit card is required to sign up for the free trial. To sign up, you’ll complete an online form with essential information like your name, contact information, company size and company name.


HubSpot offers a 14-day free trial for its paid service plans. Additionally, businesses can sign up for a free account to access a more limited range of CRM tools.

Winner: HubSpot

While both vendors allow you to test their software for free, HubSpot wins this category. Businesses can use its free offering as long as necessary before upgrading to a paid version.

Third-Party Integrations


Salesforce can integrate with various software packages and productivity applications, including Slack, Google Cloud, Dropbox, Mailchimp, QuickBooks and DocuSign. Salesforce integrations can be managed through Zapier, AppExchange plug-ins or API integrations.


HubSpot offers robust integration options within its App Marketplace, including popular business software like Gmail, Asana, Zapier, Microsoft Outlook and Calendly. It even offers integrations with competing CRM tools like Salesforce, Zendesk, Pipedrive, Freshsales and Zoho CRM

Winner: HubSpot

HubSpot offers an expansive range of integrations in its user-friendly App Marketplace – over 1,000. Additionally, setting up integrations with HubSpot is exceptionally quick and easy. 

CRM integrations are crucial for many businesses, allowing them to utilize existing software, including productivity and communication apps.

Customer Support


Salesforce’s customer service team is available 24/7 by phone, email and chat. However, the support line frequently experiences a high call volume that may lead to long wait times. Salesforce encourages customers to take advantage of the available online self-help tools or request a support call via an online form. 


HubSpot’s customer support options vary depending on your plan:

  • Free plan subscribers can’t access customer support. HubSpot recommends they use the HubSpot community forums to get assistance with CRM questions or issues.
  • Starter plan subscribers can obtain chat and email support.
  • Professional and Enterprise plan subscribers can access 24/7 phone support in addition to chat, email and community resources.

HubSpot also offers many self-service features and training options online. 

Winner: Salesforce

While Salesforce’s customer support options aren’t perfect, we appreciate that the company offers 24/7 support through multiple communication channels. We think it’s crucial for small businesses to have access to phone support, as even the most user-friendly CRMs have a learning curve.

You don’t need to be a HubSpot customer to access the company’s training library. HubSpot Academy courses and certifications are free, providing a great resource for training on skills like sending marketing emails and improving SEO.

Sales Features


  • Account and contact management: Get an easy-to-read overview of customer information, including key contacts, past activity, communications and internal account discussions.
  • Deal management: Track deals throughout the sales cycle with an easy-to-understand dashboard and deals tracker.
  • Sales analytics: Sales managers and staff can customize dashboards and reporting to easily review key sales data and analytics.
  • Einstein activity capture: Automatically capture activities like calls, emails and meetings by syncing your email and calendar with Salesforce.
  • Customized sales paths: Customize sales processes and milestones to fit your team’s unique needs.
  • Customized sales forecasting: Adjust the key information and metrics used for sales forecasts to get the most accurate picture of your business’s upcoming sales and revenue.
  • Opportunity scoring: Predict which leads are most likely to convert to sales.


  • Call tracking: Track sales calls and record call notes in customer profiles.
  • Sales management playbooks: Provide call scripts, competitive battle cards and other sales training resources to help sales teams close deals.
  • Deal pipeline management: Use the deals pipeline dashboard to monitor deal progress and assign sales tasks.
  • Sales quotes: Quickly generate professional, branded sales quotes for clients within the platform.
  • Sales automation: Enhance lead nurturing by setting up automated sales emails and follow-ups to maintain frequent communication with prospects.
  • Conversation intelligence: Capture call details and access AI-powered recommendations.
  • Live chat: Capture leads when visitors are on your website and connect them with the right salesperson.

Hubspot features

HubSpot offers a wide range of sales features, including deal tracking. Source: HubSpot

Winner: Salesforce

Salesforce offers comprehensive and user-friendly sales features, even in budget plans. The Salesforce CRM is one of the most popular tools for sales teams because the platform offers strong sales tracking functionality along with robust analytics, forecasting capabilities and AI-powered insights to help boost sales teams’ productivity and performance. We also like how well Salesforce organizes lead data and routes leads to the correct sales team member.

Marketing Features


  • Email templates: Create targeted, automated email campaigns with prebuilt email templates.
  • Content personalization: Build email and content flows to deliver the right content to the right customers.
  • Customer segmentation: Segment customers and leads into different lists for more targeted and personalized outreach.
  • Marketing data: Review dashboards and reporting to analyze the effectiveness of marketing efforts.
  • Journey builder: Build customized and automated content journeys for customers.
  • Mobile messaging: Create targeted mobile marketing with app push messaging and text messaging.

Salesforce analytics

Track the performance of specific marketing assets or campaigns with Salesforce’s helpful marketing data dashboards. Source: Salesforce.


The HubSpot Marketing Hub includes the following features:

  • Chatbots: Interact with visitors on your website using chatbots that provide targeted welcome messages and automated chat messaging.
  • Contact management: HubSpot has excellent contact management features that help you organize customer contacts and distribute targeted email marketing messages.
  • Email templates: Quickly build branded, professional emails with customizable email templates.
  • Email tracking: Track which customers open your emails, and send follow-ups or receive tracking notifications as desired.
  • Marketing analytics: Explore HubSpot’s built-in data dashboards, reports and analytics to evaluate the effectiveness of marketing efforts.
  • Marketing automation: Access lead scoring, automate email campaigns and more with HubSpot’s marketing automation tools.

Hubspot reporting tools

Access advanced marketing reporting with visual charts and graphs with HubSpot’s marketing features. Source: HubSpot

Winner: HubSpot

HubSpot’s marketing features shine, with multiple options and ease of use. We also like that the vendor offers marketing skill-building courses to train marketing teams.

Salesforce vs. HubSpot Recap

Both Salesforce and HubSpot provide essential CRM features; however, one may be better than the other for your specific business needs. 

Choose Salesforce if:

  • You want enhanced customization options.
  • You need advanced sales forecasting capabilities.
  • You’re looking for a vendor with 24/7 phone support.

Choose HubSpot if: 

  • You want free or lower-cost CRM software.
  • You need extensive integrations.
  • You’re looking for a user-friendly CRM solution.


Salesforce does not have a free plan but does offer a free trial. If you are looking for a free CRM option, consider HubSpot’s free CRM plan.

HubSpot has different plans and features targeted toward different functions, including sales and marketing. A stand-alone Sales Hub can be purchased by companies that just need sales-focused features.

Both vendors offer comprehensive CRM tools that can meet the needs of a wide range of businesses. HubSpot offers more affordable pricing and a shallower learning curve, making it a great option for many small businesses. Salesforce’s enhanced customization options make it well suited for larger businesses.

Yes. QuickBooks offers a Salesforce Connector that can integrate data between Salesforce and QuickBooks.

According to HubSpot, over 184,000 businesses globally are using its service.

Thu, 26 Oct 2023 11:59:00 -0500 en text/html
Google Analytics 4 can now be integrated with Salesforce Marketing Cloud

Google Analytics 4 properties can now be connected to Salesforce Marketing Cloud using the Sales Marketing Cloud interface.

Integration is available to both GA4 standard and 360 properties for the first time to anyone who was previously using the same setup with Universal Analytics 360.

Why we care. GA4 integrated with Salesforce Marketing Cloud allows you to sync audiences from Analytics to Marketing Cloud. You can then use these audiences in your Salesforce email and SMS direct-marketing campaigns, offering a smooth and targeted method to reach your audience more effectively.

Synchronize audiences with Marketing Cloud. Once you’ve linked Analytics to Marketing Cloud, you can sync audiences within Marketing Cloud itself. These audiences will be visible in the Audiences list in Analytics under Admin > Audiences. It may take up to 24 hours for the audiences to be visible in Salesforce Marketing Cloud and ready for targeting.

How it works. When a user clicks through to your site from a Marketing Cloud campaign, and the link sends the Marketing Cloud Subscriber ID (SFMC ID), Analytics automatically detects and stores the SFMC ID with your other Analytics first-party data.

Once you complete setup within Salesforce Marketing Cloud, any audiences that you create in Analytics and synchronize with Marketing Cloud are populated in Marketing Cloud as a list of SFMC IDs.

Get the daily newsletter search marketers rely on.

Requirements. Google has stated that there are some criteria in place to enable integration between Salesforce Marketing Cloud and GA4 properties:

  • Create audiences in your Google Analytics property that you want to use in Salesforce.
  • Ensure your URLs are tagged with the Marketing Cloud Subscriber ID.
  • Configure the Google Analytics Integration for Marketing Cloud in Marketing Cloud
  • Marketing Cloud's Journey Builder

Deep dive. Read our guide on how to set up an offline conversion import from Salesforce into Google Ads for more information.

Mon, 13 Nov 2023 21:45:00 -0600 Nicola Agius en text/html
Salesforce Report Highlights Importance of Data in the AI Revolution

via Shutterstock

Data has long been vital to the success of business initiatives. However, with the meteoric rise of artificial intelligence (AI) data has become even more important. Salesforce, a leading cloud-based CRM platform, in collaboration with Tableau, released its inaugural State of Data and Analytic report.

One of the roadblocks in realizing the full potential of AI is to manage and leverage data for business needs. According to Salesforce Chief Data Officer Wendy Batchelder, “The AI revolution is actually a data revolution, and a company’s AI strategy is only as strong as its data strategy, with trust at its core.” 

The Salesforce report was compiled by surveying over 11,000 information technology, analytics, and line-of-business leaders across 18 countries to discover how businesses are navigating the rapidly evolving AI landscape. 

A Strong Data Foundation Fuels AI

Advances in AI are moving fast, and data management teams are feeling the pressure to supply algorithms and high-quality data. Almost 9 in 10 (87 percent) of IT and analytics leaders believe that the rise of AI makes data management a higher priority.

Over nine in 10 (91 percent) business leaders say generative AI would benefit their organization, however, they are concerned about their organization’s ability to capture generative AI value. Early adopters of generative AI are already seeing positive results such as improvement in customer satisfaction. It’s not surprising that the early success of some organizations has resulted in over three-quarters of business leaders (77 percent) fearing their company is missing out on generative AI’s benefits. 

According to the report, a major roadblock to deriving maximum value for generative AI is the lack of a united data strategy that integrates generative AI into the existing tech stack. Eighty-six percent of respondents believed the AI outputs are only as good as the data inputs. There are also some ethical concerns about the use of AI and uncertainty about generative AI bias that can potentially lead to inaccurate results. 

The report highlights the importance of data maturity as a sign of AI preparedness. Organizations that have higher data maturity have a more positive assessment of their organization’s data quality, technology infrastructure, and AI strategy. 

(Kostyantyn Skuridin/Shutterstock)

Data’s Full Potential Remains Elusive

While business leaders realize that data is the key to getting AI benefits, there is significant misalignment between data strategy and business goals. According to the report, many line-of-business leaders (41 percent) believe that their data strategy has either partial or no alignment with business objectives. Similarly, 37 percent of analytics and IT leaders also see room for improvement. 

The core reasons for this disconnect include the lack of shared KPIs across teams, dealing with overwhelming volumes of data, and security threats. Technical and line-of-business leaders are concerned that integrating new data sources could increase security vulnerabilities. 

The lack of data visibility could be a reason why business leaders are concerned about security threats. Nearly half (45 percent) of analytics and IT leaders say that they have partial or no visibility on how data is used within their organization. 

The teams closest to data, including the analytics and IT teams, have the highest confidence (57 percent) in data quality. This shows an opportunity to instill data confidence across other teams including marketing, sales, and service teams.

The Road to Data and AI Success is Winding

Building confidence in data accuracy is more than just a technical fix – it requires a shift in mindset. There needs to be a collective change in behaviors and beliefs about the importance of data. The good news is that analytics and IT leaders are taking action. Nearly eight in ten analytics and IT leaders plan to increase the budget for data training and development. 

The findings of the report show that data governance can play a key role in buying data trustworthiness with 85 percent of analytics and IT leaders using data governance to quantify and Excellerate data quality.

“Managing data is the most important action a business can take to successfully implement generative AI,” said Batchelder. “To effectively manage data, leaders must use data governance strategically and invest in a strong culture now more than ever.” 

The report indicates that analytics and IT leaders lean on cloud solutions to mitigate data gravity, which refers to the concept that data has mass as the mass grows larger it pulls additional resources making it more challenging and expensive to manage that data. 

Analytics and IT leaders are relying on better infrastructure (44 percent), using multiple cloud providers (41 percent), and employing decentralized or distributed data storage solutions (40 percent) to mitigate the threats of data gravity. 

Looking ahead, companies need to overcome several hurdles to unlock the full potential of AI. The Salesforce report indicates that business leaders are aware of the key challenges and understand what tools can help them succeed in leveraging the power of AI technology. 

Related Items 

Salesforce Reveals New IDC Study: Generative AI to Boost Revenues by Over $2T and Create 11.6M Jobs by 2028

New AI Usage Data Shows Who’s Using AI — and Uncovers a Population of ‘Super-Users’

AI is Making BI Obsolete, and Machine Learning is Leading the Way

Fri, 03 Nov 2023 03:01:00 -0500 text/html
Salesforce CRM Review and Pricing

Editors Score:9.5/10

The Salesforce CRM offers an impressive selection of features, customization options and tailored workflows within a single ecosystem, making it our pick for the best CRM for growing businesses.

  • The Salesforce CRM is highly customizable; with time, you can modify almost every element to fit your specific business needs.
  • The lowest-priced plan includes advanced features such as mass emails, marketing campaign management, a drag-and-drop app builder, and lead auto-assignment.
  • Salesforce has an immense selection of support materials, videos and tutorials, as well as a helpful online community.
  • Due to the sheer volume of customization and automation options, setting up the Salesforce CRM to match your business's specific processes and needs can be time-consuming. It may require training for your in-house marketing team and administrators.
  • You must know CSS, HTML and other coding languages to customize specific elements within Salesforce.
  • Salesforce's pricing model can be confusing; there's a lack of clarity around add-ons, which can drive up costs.

Businesses must successfully convert leads and manage and grow customer relationships to succeed. Salesforce CRM features myriad customization options to achieve these goals, empowering businesses of all sizes – and across various industries – to better understand and support prospects and customers. You can adapt nearly every aspect of the software’s interface and performance to help sales, marketing, customer service and technical support teams succeed. Salesforce CRM features thousands of fully integrated apps, plug-in scripts, and a superior API interface to help businesses create a flexible, customized solution. Once implemented, you’ll enjoy a beautifully designed product that’s speedy, powerful, and perfectly tailored to your company’s specific needs and processes.

Salesforce CRM Editor's Rating:

9.5 / 10

Customization, add-ons and integrations

Why We Chose Salesforce as the Best CRM for Customization

Salesforce is arguably the best-known CRM provider on the market. It has an established community and a well-earned reputation for being a leader in the customer relationship management field. While it was created to meet the needs of enterprises and large businesses, Salesforce has expanded its scope and now actively targets businesses of all sizes.

Unlike more rigid competitors, Salesforce CRM provides countless personalization and customization options, giving businesses a high level of control over how the system looks and acts. We were particularly impressed by how Salesforce handles workflow automation and by its pioneering integration of AI in CRM customization.

Notably, Salesforce was one of the first CRM platforms to open itself up to third-party developers, giving it more apps and customization options than any other provider. If Salesforce doesn’t have a built-in function you need, there’s almost certainly an app to compensate. If not, a developer can create and deploy a specific solution. 

Salesforce CRM’s initial setup requires time and IT skills. Its learning curve is far steeper than those of many other CRM providers we reviewed. However, you’ll enjoy flexible CRM software guaranteed to accommodate all custom processes and meet the changing needs of your business. For all these reasons and more, Salesforce is our top CRM choice for customization.

Salesforce CRM’s pipeline management feature gives an overview of your sales opportunities. Source: Salesforce

Salesforce may not be the best choice for businesses with less complex operational needs. If your SMB’s CRM needs are straightforward, check out our review of CRM and comparison to learn about a well-executed system designed for SMBs.

Ease of Use

Despite its complexities, Salesforce is surprisingly easy to implement and use. Here are some notable ease-of-use factors we discovered. 

  • Salesforce’s navigation process is straightforward. We like that Salesforce keeps the navigation process simple. The upper tab-style layout is typical across business and personal software, making it easy to grasp; categories like “Home,” “Contacts,” “Accounts,” “Leads,” “Tasks,” “Reports” and “Opportunities” need no explanation. You can get instant help from the question mark icon in one of the corners of the screen – a handy feature we’ve seen on many other CRM packages.
  • You can use Salesforce at a limited level out of the box. Because of its numerous features and customizations, setting up the Salesforce CRM takes more time and expertise than other solutions we reviewed. However, we appreciate that Salesforce’s smart default setup options help businesses use the CRM out of the box. You can gradually modify contact, opportunity, account, task and workflow elements as you explore the software’s full scope over time.
  • Salesforce doesn’t provide practice data. Note that you’ll need data to practice on during onboarding; Salesforce doesn’t supply this. To get practice data, you can duplicate and isolate existing data or use a service like Mockaroo to create dummy data.
  • Salesforce’s onboarding and support resources are robust. We were pleased to see that Salesforce offers a wealth of support materials, webinars and guides to facilitate the CRM implementation process and resolve usability issues. Its global Trailblazer community is also an excellent resource. Additionally, the vendor promises a two-day query response time.
  • Onboarding users and updating permissions is straightforward. While in-house administrators may need specific training, we appreciate that Salesforce provides excellent admin controls. Setting up various permissions based on groups or individual users is simple. This is notable because some CRMs allow only admin settings by group. Creating different displays and workflows for various departments and employees is also straightforward. If you have even moderate technical expertise and admin experience, you should have no trouble onboarding users, updating permissions or managing this CRM daily.

Salesforce visual dashboard

Salesforce’s visual dashboards help your team pinpoint problems and work on solutions. Source: Salesforce

Salesforce’s upper-tier plans deliver business owners access to live support, coaching sessions and adoption guidance for an additional fee. This may be useful if you’re considering switching CRM systems to Salesforce.

Salesforce Features

The Salesforce product boasts an impressive array of CRM features that make it one of the best on the market. Here are some of the most notable features that provide excellent CRM software benefits.

Comprehensive Business Ecosystem

We like that Salesforce’s business products seamlessly integrate. Businesses can grow with the Salesforce CRM and gradually adopt new features as needed. Additional Salesforce product categories include:

  • Sales Cloud
  • Service Cloud
  • Marketing Cloud
  • Commerce Cloud
  • Safety Cloud
  • Heroku (Heroku is an app development platform.)
  • Quip (a collaboration tool)
  • Salesforce Platform (with high-level development, customization, analytics and built-in AI)

You can use Salesforce’s impressive range of third-party apps to run many aspects of your company, from marketing to fulfillment. HR, data analytics, workforce collaboration and finance apps plug directly into Salesforce CRM. You can even add ERP apps to Salesforce to build a system close in function to the ERP platform described in our review of Oracle NetSuite CRM

We also like how Salesforce’s AppExchange breaks down apps by industry. There are 12 sector-specific areas on AppExchange, including communications, financial services, manufacturing and professional services.

Salesforce is a capable solution for companies that want to Excellerate customer service performance. Read our review of Salesforce Service Cloud to discover how it helps supervisors and teams manage ongoing customer relationships.


We were impressed by Salesforce CRM’s vast customization capabilities – an area where it truly stands out among the competition. While many CRMs we reviewed offer options for customizing deal and contact fields, email templates, and dashboards, Salesforce lets you do much more. 

Here are some of our favorite customization options: 

  • Change how pages look and function. You can change how pages look and function to suit your specific needs. Use the CSS settings to adjust the spacing between page elements, colors and fonts. You can modify customer records to show just the lists, sections and fields you want particular co-workers to see, improving employee collaboration
  • Use object control to customize the system. The Salesforce CRM’s object control is superior to that of other CRMs we tested. Objects are “fields” within databases (like name, address, email, etc.). Salesforce makes it easy to add objects so you can record exactly the information you want on accounts, contacts and leads. You can set permissions on records and fields to determine who else can view and edit fields. You can even make objects actionable by adding buttons, actions, triggers and links to create processes for adding a new customer, provider or co-worker to the database.
  • Use the developer console to create custom apps. We really liked Salesforce’s developer console. Many businesses, particularly SMBs, won’t have in-house programmers but may use freelance developers to develop specific functions within Salesforce. Salesforce gives these developers a dev console where they can write, test and debug code for your custom applications. We found the inclusion of Apex triggers within the dev environment particularly helpful because it will shorten the development cycle in most instances. A developer sandbox and an app builder are included with every plan. 

Salesforce custom dashboard

Sales managers can customize their dashboards with specific objects. Source: Salesforce

Integrations and Add-ons

We like that CRM users can build customizable systems and integrate their favorite business apps via the Salesforce AppExchange store. Other CRM software companies we reviewed have similar online stores for add-ons, but Salesforce’s is far more comprehensive, with thousands of available integrations. 

The company makes it easy to search for add-ons based on the product name and view industry-specific product bundles. Because Salesforce is such a huge company, its industry-specific add-ons are expansive. There’s even a separate section for small business-specific add-ons, many of which are free.

On the AppExchange, you’ll find five different solution categories:

  • Apps: Similar to mobile apps on Apple’s App Store or Google Play, AppExchange apps are direct, preprogrammed plug-ins that interact with Salesforce. You can customize most apps via their settings. Apps add new functions or Excellerate and augment existing functions on your platform.
  • Lightning Bolts: Lightning Bolts are prebuilt templates providing extra features to employees, partners, suppliers and anyone accessing your Salesforce CRM. Hundreds of Lightning Bolts have various use cases. For example, there are supply chain management bolts for suppliers, project management tools for employees and tools to access client account information. 
  • Flow solutions: Salesforce incorporates Flow Builder, a tool that simplifies workflow automation via a simple drag-and-drop approach. Flow solutions are prebuilt workflows or processes you can import directly into the Salesforce Flow development tool. 
  • Lightning data: These are customer tracking tools that can enrich customer and prospect data and keep them updated regularly. We saw four such tools during our review process.
  • Components: Components are reusable features you can deploy to build your own apps within Salesforce. There are nearly 300 free components and around 30 paid ones.

Salesforce is embracing the “low code” and “no code” trends with its Lightning App Builder and Salesforce Flow drag-and-drop tools. Read our HubSpot review to learn about another CRM with drag-and-drop functionality.

Salesforce CRM AppExchange

New apps are added to the AppExchange daily, further enhancing its appeal. Source: Salesforce

Intuitive Productivity Tools

We were pleased to see Salesforce’s intuitive productivity-boosting tools, particularly its built-in project management features. (Freshworks has similar tools; read our Freshworks CRM review to learn more.) Once implemented, sales and marketing departments – as well as managers – will find it easy to manage and build workflows, assign and follow tasks, and check off permissions. 

Salesforce’s visual dashboards allow sales reps to check KPIs and track their progress toward quotas, facilitating productivity and accountability. We like that you can add meetings straight from the calendar tab and see an instant overview of your schedule. 

Additional add-on productivity tools are available through the AppExchange.

Artificial Intelligence

Salesforce’s artificial intelligence (AI) strides impressed us with capabilities beyond those of the competitors we reviewed. Salesforce was a CRM-AI pioneer, launching its high-profile AI tool, Einstein, in 2016. Today, the company has picked up the pace amid breakthroughs in the generative large language model AIs (like ChatGPT and Bard) that power tools like Einstein. Einstein is available on Salesforce’s upper-tier plans or as a paid add-on.

Einstein can do the following after gathering data from system use and user input: 

  • Help salespeople with call prompts
  • Handle web chats via the Service Bot chatbot
  • Recommend products to clients to facilitate upselling and cross-selling
  • Create excellent product presentations
  • Generate workflows to make companies more efficient 
  • Predict with a high degree of accuracy which deals will close
  • Deep dive into social media and present you with sentiment analysis about your brand
  • Help CEO decision-making with decision support systems that deliver advice based on live analytics 

Einstein, in its current form, is amazing, and we look forward to seeing its next iterations. We expect AI (and the solutions other CRM providers develop) to be integral to corporate life and CRM adoption in the coming years. We’re not awarding best use of AI in this round of CRM reviews; however, if we were, Salesforce would win.

Einstein can flag emails in which leads express critical concerns that could prevent a deal from moving forward, allowing a sales rep to prioritize those messages and act fast to grow and sustain customer relationships.

Salesforce Einstein tool

Salesforce’s Einstein tool can help with sentiment analysis so you understand how your brand is perceived. Source: Salesforce

Trailblazer Community

Nearly every CRM vendor we reviewed has some form of an online community. However, Salesforce’s Trailblazer community is particularly impressive, replete with documentation invaluable for admins. You can find step-by-step guides on everything from creating custom CRM reports to turning on user notifications. 

There’s also an extensive user-only forum for direct communication with other admins and CRM users and a comprehensive Trailhead learning platform with various product-related courses, upskilling opportunities and official certifications. 

Salesforce Pricing

You can purchase Salesforce’s Sales Cloud CRM via one of four subscription tiers:

  • Essentials
  • Professional
  • Enterprise
  • Unlimited

Unlike Salesforce competitors monday and HubSpot, there’s no free plan.

Only Essentials is available on a month-to-month basis; all other plans require an annual contract. Bear in mind that annual contracts often require you to pay for the whole year upfront, which may not be ideal for some businesses.

All costs below are applied when billed annually. All plans allow you to send 5,000 email marketing messages daily from the platform, which is much more generous than many other providers we reviewed. 


Price: $25 per user per month; available for up to 10 users

Features: Account, contact, lead, task and opportunity management; lead auto-assignment; prevention of duplicates; automatic capture of a  lead’s available web information; mass email; marketing campaigns; customizable reports and dashboards; email integration with Gmail and Outlook; and Salesforce mobile app


Price: $75 per user per month

Features: Everything in the Essentials plan, plus pipeline management, lead registration, rules-based lead scoring, collaborative forecasting, a forecasting mobile app, quote and order management, roles and permissions, and a developer sandbox


Price: $150 per user per month

Features: Everything in the Professional plan, plus workflow and approval automation, sales teams and territories, opportunity scoring, and advanced reporting


Price: $300 per user per month

Features: Everything in the Enterprise plan, plus a sales engagement hub, AI-powered sales insights with Einstein, sales cadences and 24/7 support

Other Charges

Salesforce is pricey compared to other CRM solutions we reviewed. It’s a massive product with many add-ons and customizations; the subscription costs listed here should be considered jumping-off points. 

You can spend considerably more on Salesforce. For example, CPQ & Billing, which allows you to quickly configure, price and quote complex solutions, costs $75 per user per month. Other add-ons include Pardot, Quip, Einstein AI and Sales Dialer – all sold separately. There are additional costs if you opt for training or help with implementation.

Many other SaaS products offer free versions and low-cost, entry-level subscriptions that can be used indefinitely. While $25 per user per month isn’t exorbitant, it’s not a realistic long-term option for most small businesses because only 10 users are supported at that level. The next plan jumps to $75 per user per month – significantly more expensive than the competition. 

We recommend taking advantage of Salesforce’s 14-day free trial to ensure this CRM is worth the investment.

Onboarding and Implementation

Implementing CRM software always takes care and patience. But due to its breadth of customization options, Salesforce CRM’s implementation process can vary drastically, taking anywhere from a few days to several weeks. While that may seem alarming, users will quickly see that this CRM is worth the effort once it is set up.

Salesforce and third-party agencies can manage your initial implementation and launch for you. Still, this help comes at a cost, depending on your company size, number of employees, data volume and complexity, third-party integrations, and customization level.

Fortunately, you don’t necessarily have to create a complex solution immediately. You can use the software out of the box and modify it as your business needs evolve. Thanks to the Salesforce CRM’s intuitive design and overall sophistication, the learning curve isn’t steep for non-admin users after implementation.

In addition to a vast library of training materials, Salesforce offers adoption guidance and coaching services for an extra cost. That may be worth it for business owners concerned about setting up the CRM and onboarding users.

Use the Data Import Wizard from the Setup menu to import up to 50,000 standard objects – like contact, lead and account information – from a CSV file.

Customer Service

While Salesforce is a market leader in CRM technology, integrations and capabilities, we found that it falls short in the customer service department. When we reached out for information about the company’s services, the response was delayed.

When we did communicate with customer support reps, they were very helpful and used real-life situations to explain the product’s features and answer questions about the program. They were very clear and offered several solutions to help further our understanding. However, compared to other providers we called, their answers could have been more detailed.

Unfortunately, Salesforce has a C-minus rating with the Better Business Bureau (BBB) and isn’t an accredited BBB business. It earned 1 out of 5 stars and closed 55 complaints within the last three years. That’s disappointing and surprising for a company that’s so well regarded in the industry. 

On the plus side, Salesforce provides an extensive selection of self-guided resources, access to the Trailblazer community and basic technical support. Additionally, its Unlimited package comes with 24/7 assistance. 

For an additional fee of 30 percent of your total monthly service fees, users can access 24/7 phone support, expert coaching and a dedicated account manager.


Salesforce CRM is an excellent solution; however, we did identify some limitations: 

  • Customizations can be complex. Salesforce’s biggest strength – its customization capabilities – is also a potential downside. Setting up a fully customized CRM tailored to your business’s specific sales funnel, structure and workflows requires time and, ideally, a dedicated IT team. Entrepreneurs and smaller companies might be better off with an easy-to-use yet still customizable solution like Zoho. (Learn more in our detailed Zoho CRM review and Zoho comparison.)
  • Salesforce requires technical knowledge. Most of the Salesforce CRM’s customizable elements require some basic technical knowledge of CSS and HTML. This is slowly improving since the introduction of the Lightning App Builder and Salesforce Flow tools. For example, the Lightning Email Templates use a more interactive drag-and-drop functionality, similar to some rival CRMs we reviewed. Salesforce is getting simpler and more intuitive over time. However, it’s not there yet. 
  • Pricing can be challenging to understand. Due to the number of available add-ons and platforms, it can be difficult to estimate the final price of your desired CRM solution. However, Salesforce’s sales and support teams are happy to provide a unique quote for your business.


When evaluating the best CRM software, we conducted extensive comparative research of dozens of software solutions in the category. Our product review process was designed to help you find the right CRM for your business. It included customer support team communication, trials to evaluate product functionality, and an evaluation of each provider’s tutorials, webinars and support materials. We also took pricing into consideration. When looking for the best CRM for customizability specifically, we examined customization options, available integrations, reporting and analytics, and sales automation.

Salesforce FAQ

Though the Salesforce system has an extensive collection of CRM features and add-ons, its intuitive design and standard CRM lingo make it easy to learn. The vendor also provides various training materials and courses on Trailhead, the company’s free online learning platform, to get you started.

Salesforce doesn’t have a free plan; its pricing starts at $25 per user per month. However, the company offers a 14-day free trial so you can assess whether it’s a good fit for your business. 

Bottom Line

We recommend Salesforce CRM for …

  • Businesses that need a flexible and highly customizable CRM solution.
  • Companies that want access to a large collection of integrations and add-ons to suit their processes and industries.
  • Businesses looking for a CRM that can expand with their evolving needs.

We don’t recommend Salesforce CRM for …

  • Businesses that want a free CRM solution or advanced CRM functionality at an affordable price.
  • Entrepreneurs and small businesses with limited IT resources.
  • Companies that need a straightforward CRM system that works right out of the box and is easy to customize with no technical skills required.

Nadia Reckmann contributed to this article. 

Tue, 07 Nov 2023 10:00:00 -0600 en text/html
Salesforce vs. Zoho: Which Modern CRM Software Can Take Your Business to the Next Level?

Customer relationship management (CRM) software combines everything you need in a unified platform to connect with leads, focus communications and bring home sales. The best CRM software harnesses the power of AI, along with automations and advanced tools, to optimize how your teams work.

We’ve compared our Salesforce review with our Zoho review so you can see which modern CRM platform can propel your business to success. 

Price and Plans


  • Salesforce offers an assortment of solutions.
  • You have to commit annually after a 30-day free trial.
  • The best features come with expensive premium plans only.

Salesforce has multiple solutions for different needs, but most are designed for large enterprises and expensive. We’ve focused on the Sales CRM plans. You can also opt for a service-oriented CRM at the same price points or the Marketing Cloud Account Engagement solution with monthly prices ranging from $1,250 to $15,000. All four Sales CRM plans offer a 30-day free trial, but we don’t like that subscriptions require an annual commitment. 

We appreciate that the Starter plan contains the essential tools to work effectively, but we were disappointed by the 10-seat limit. As your needs grow, changing plans comes with a steep price increase. Unfortunately, the best features are restricted to the most expensive plans, and add-ons are costly.


Price (per user per month)



$25 (billed annually)

30-day free trial

10-seat user limit

Lead management, automatic lead routing, web-to-lead capture, mass email, contact management, customizable reports and dashboards, mobile app, and email integrations 

Sales Professional

$80 (billed annually)

30-day free trial

Starter features, plus forecasting, quotes and orders tracking, developer sandbox, and 5 workflows

Sales Enterprise

$165 (billed annually)

30-day free trial

Professional features, plus AI opportunity scoring and deal insights, advanced reporting, advanced pipeline management, and unlimited automated workflows



$330 (billed annually)

30-day free trial

Enterprise features, plus advanced AI functions and insights, lead scoring, full sandbox, advanced automations, and premium support


  • You can choose from stand-alone plans or bundled options.
  • All plans offer free-trials, and there are no contracts or commitments. 
  • Essential features come standard, and scaling is affordable.

Zoho offers five stand-alone CRM plans, including a free option, plus two bundled packages. We like that you can pay monthly or discounted yearly, with no contracts or commitments. There’s a 14-day free trial for stand-alone plans and a 30-day trial for bundles.

We love that price jumps between plans are small so you can scale affordably. CRM Flex includes the standard CRM platform and a choice of paid apps, so you can customize a plan to meet your needs. CRM Plus includes all eight fully featured Zoho apps.  


Starting price




3 users, essential leads, contacts and deal tools, standard reports, 10 email templates, 1 GB storage, 30 personal fields, 1 sales pipeline, 2,000 active workflow rules, 1 webform/module, and limited integrations


$14 per user per month (annual billing)

$20 per user per month (monthly billing)

15-day free trial

Free features, plus sales forecasting, multiple currencies, social media integrations, 100 custom reports, 10 custom dashboards, 250 mass emails/day, 100 email templates, 1 GB plus 512MB per user storage, 5 sales pipelines, 1 Canvas page view, additional automation tools, 5 webforms/module, 10 email addresses, and more integrations, including Google


$23 per user per month (annual billing)

$35 per user per month (monthly billing)

15-day free trial

Standard features, plus SalesSignals, Motivator, unlimited custom reports and dashboards, 500 mass emails per day, 10 sales pipelines, unlimited email templates, inventory management, customer support tools, 3 Canvas views, basic process management, webhooks, and 10 webforms/module


$40 per user per month (annual billing)

$50 per user per month (monthly billing)

15-day free trial

Professional features, plus Zia AI, territory forecasts, advanced analytics, 1,000 mass emails per day, 1 GB plus 1 GB per user storage, 25+ custom modules, 5 Canvas views, advanced process management, more automation functions, 20 webforms plus analytics and A/B testing, advanced integrations, sandbox, and translations


$52 per user per month (annual billing)

$65 per user per month (monthly billing)

15-day free trial

Everything in Enterprise, plus 2,000 mass emails per day, additional Zia predictions and recommendations, 5 GB plus 1 GB per user storage, additional customizations, and 100 webforms/module

CRM Flex

Starts at $14 per month (annual billing)

30-day free trial

2 users and a choice from Zoho’s 8 sales, marketing and service apps

CRM Plus

$57 per user per month (annual billing)

$69 per user per month (monthly billing)

30-day free trial

Full access to Zoho’s sales, customer service, email marketing, business intelligence and analytics, social media marketing, website visitor tracking, project management, and customer survey management apps 

Winner: Zoho

We think Zoho is the best choice for small businesses looking for a flexible CRM that can affordably scale as your company grows. We love that prices are straightforward and you don’t have to pay a lot to upgrade. In fact, the top plan is cheaper than Salesforce’s mid-range option. 

Sales Features


  • Lead management tools come standard.
  • You get clear, accurate forecasts.
  • Advanced selling tools come with high-tier plans only.

It’s right in the name: Salesforce excels when it comes to capturing leads, managing pipelines and making sales. We especially love the potent lead management tools. Salesforce automatically routes contacts to the appropriate rep, who has access to a customized contact information page with tools to follow up and close the deal.  

We also found the forecasting feature to be a highlight, although we wish it came standard. You get a complete, accurate view of sales forecasts from the dashboard or the Forecasting mobile app. 

We were disappointed that many advanced features, like AI powered insights, advanced customizations and workflow automations, are restricted to expensive plans.


  • You get essential sales tools for free.
  • SalesSignals tracks multichannel lead interactions. 
  • Motivator keeps your teams competitive.

Zoho makes lead generation and sales management a breeze. Everything you need to communicate with contacts and win deals, like automations and reports, comes free. The bargain-priced Standard plan expands features, adding forecasting and better analytics. 

We love that Zoho is geared toward providing excellent communications with up-to-date information so your team can close deals efficiently. We especially like the SalesSignals feature, which sends alerts when leads interact with your brand across multiple channels, including social media or third-party apps, but it doesn’t come standard.

We think the Motivator feature is especially useful. Through gamification, it creates challenges and rewards to keep your teams competitive and on task. But we were disappointed that it’s missing in basic plans. Other excellent features are restricted to top-tier plans, like AI tools, unlimited customizations and social media data enrichment. Still, advanced tools are a bargain compared to the competition. 

Winner: Tie 

Salesforce is an industry leader for a reason, boasting top-of-the-line sales features, but when it comes to value, Zoho offers many of the best tools for a steal. Larger companies with complex needs should consider Salesforce, but smaller companies will find a robust, economical platform in Zoho. 

Artificial Intelligence


  • Most features come with the Unlimited plan only.
  • Einstein tracks brand mentions and interactions online.
  • EinsteinGPT offers personalized content and recommendations.

Salesforce offers stellar AI-powered features, but apart from email and calendar data sync, none comes standard. In fact, most features, like predictions and forecasts, are restricted to the Unlimited plan or as Enterprise plan paid add-ons. 

Salesforce Einstein Conversation insights

Einstein Conversation Insights records conversations with time stamps to relevant keywords. Source: Salesforce

We found the Einstein Conversation Insights tool especially beneficial. You can see how your business is being discussed online with visual trends. Plus, Einstein records conversations and highlights keywords so that you can easily access information and share it with colleagues. The Social Intelligence add-on takes things further, providing industry insights from social media to help you find and reach leads.

Einstein GPT combines Salesforce’s AI with ChatGPT’s generative capabilities. It creates tailored automations, recommendations and alerts so you can work quicker and better. It also generates personalized customer responses and interaction summaries. We love that it learns your customers and lets you know when it’s best to reach out.


  • Zia provides accurate data while saving you time.
  • AI studies customers and makes timely recommendations.
  • Zia comes with premium plans only.

We love that Zoho’s AI-powered assistant makes everything about communicating with your contacts easier. Zia provides you with instant customer data, takes notes during an interaction, conducts sentiment analysis and even chats with customers on your website. Plus, it analyzes customer interactions and behaviors, letting you know when you should make contact and which products to sell. Zia can also build custom reports, monitor your sales, make predictions and recommend workflow automations.

Zia is available only with the Enterprise or Ultimate plan, but at a lower price than Salesforce’s plan with built-in AI.

Winner: Salesforce

Both platforms have powerful AI, but Salesforce edges out Zoho because of its generative capabilities. Not only can you save time with helpful insights and automations, but Einstein creates useful content so your team can focus on the most important communications.  However, we were disappointed that the best features don’t come standard with either software.

To send successful emails, you need to make them personal. AI data capture and personalization is the future of email marketing.

Ease of Use


  • The dashboard and mobile app are first-rate.
  • You can choose from a large number of add-ons and external integrations.
  • The most intuitive tools are in premium plans only.

We found using Salesforce painless despite how complex the platform and its expansive features seem. The foolproof dashboard gives you a full picture of your business with accessible actions to build sales. Plus, you can do everything out of office with the fully operative mobile app.

Salesforce’s seemingly endless list of customizable features makes doing everything smoother. You can purchase additional tools to expand functionality as your business evolves. Plus, thousands of CRM integrations in the App Exchange let you take things further. But we were disappointed that the Starter plan limits integrations and that many of the most valuable tools, like generative AI and advanced automations, don’t come standard. 

Setting up the Starter plan is straightforward, even for first-time CRM users, with online implementation resources. We love how customizable Salesforce’s solutions are, but larger businesses with complex needs might find setup to be challenging.  


  • The platform is highly customizable. 
  • Zoho’s tools are great for connecting remote teams.
  • Onboarding help comes with all plans.

Zoho Canvas

Canvas allows you to use a template or design your own custom dashboard. Source: Zoho

Zoho’s user-friendly platform is easy to customize, allowing you to prioritize the most relevant data and tools. We love that you can personalize your dashboard’s look with Canvas. Plus, Zoho integrates with hundreds of external apps so your teams can work with the solutions they already love. 

Zoho shines for helping teams work remotely. The fully functional mobile app allows employees to connect from anywhere. Collaboration tools and conference call service integrations connect teams directly via the platform. We found Feeds, which lets your teams communicate in real time and keep up to date on deals, especially handy.

Recent studies show that remote workers are more productive. A collaborative CRM platform like Zoho can help your teams working from home be even more efficient.

Setup is simple and every plan includes onboarding help. We think most teams will be able to implement the platform efficiently without needing to dig into Zoho’s comprehensive online training materials.

Winner: Salesforce

Salesforce is our choice for usability. Zoho’s platform is also straightforward, but Salesforce outpaces Zoho across most features. With Salesforce, you’ll get more customizable native features, thousands more external integrations and superior advanced features in high-tier plans.

Customer Service


  • There are three levels of customer service.
  • Phone support isn’t included for free.
  • Online resources help with navigating the platform.

Salesforce’s has three customer service options:

  • Standard Success comes free with all plans and provides online learning tools, a help portal, community forums and online technical support through case submission. 
  • Premier Success comes free with Unlimited Plans or for 30 percent of your license fees. You’ll get all the free resources plus 24/7 phone support, developer support, coaching and onboarding. 
  • Signature Success includes expanded service that most small businesses won’t need. You’ll have to call for custom pricing.

We don’t like that phone support isn’t included free, especially considering how much premium plans could set you back. We appreciate that filing a technical support case ensures you’re connected to the right person, but the waiting period could be problematic.


  • There are three customer service options.
  • All plans include phone support and onboarding.
  • Zoho offers abundant online help and learning resources.

Zoho’s offers three customer service plans:

  • Classic is free and includes access to many first-rate resources, like articles, e-books, videos, webinars, a community forum and a self-service portal for support requests. You get email, chat and phone support eight hours a day, five days a week, plus 45 days of onboarding. Support request responses may take up to eight hours.
  • Premium provides expanded customer service and costs 20 percent of your subscription fee. You get round-the-clock support five days a week, a dedicated onboarding specialist for 75 days and support responses within three hours.
  • Enterprise provides comprehensive, 24/7 live support for 25 percent of your subscription price, but it requires a 25-seat minimum. Support responses take less than an hour. You get a dedicated Zoho Technical Account Manager and quarterly usage reports with recommendations to help your team get the most out of the platform. 

We found Zoho’s extensive support resources to be especially useful. We also like that with Jumpstart, you can pay for additional onboarding help for $200 per hour. 

Winner: Zoho

Zoho is the clear winner for customer service. We like that all plans include phone support and excellent online resources. Expanded service can be costly, but the rate is still lower than Salesforce’s, especially when you consider Zoho’s much lower subscription rates. 

Salesforce offers top-rate features, add-ons and integrations, but plans can be pricey. Zoho provides a solid solution and helpful support for affordable prices. For more help deciding, read our guide to choosing CRM software.

Wed, 25 Oct 2023 12:00:00 -0500 en text/html
Salesforce's strong stock price wooed some investors during third quarter - filings No result found, try new keyword!Boasting a booming share price, Salesforce attracted more investor cash during the third quarter even as one of the software company's early public critics further cut its stake, according to ... Wed, 15 Nov 2023 00:16:00 -0600 en-us text/html Salesforce innovations to deliver the future of connected cars

Salesforce has launched new Automotive Cloud innovations to help automotive companies harness data and AI to provide more personalised in-car experiences, manage fleets, and simplify auto lending and leasing.  

Automotive Cloud will unify automaker’s data – from vehicle telematics to service records to customer data – to power new features that provide a real-time, contextualized view of what’s going on inside a vehicle so every driver can get a truly personalised experience.

Connected cars will make up 95% of all new vehicles sold by 2030. Today’s connected cars are already generating an estimated 25 gigabytes of data per hour — data that automotive companies must harness to provide the personalised experiences customers expect and generate new revenue streams. 

“With real-time data, trusted AI, and automation, we’re bringing the automotive industry one step closer to a future where software-defined vehicles are the norm,” said Achyut Jajoo, SVP & GM of Automotive and Manufacturing. “Automotive Cloud will provide a real-time digital view of a vehicle’s connected features, services, and telemetry data so automakers can combine it with everything they know about the driver to orchestrate personalized, connected car experiences.”

What’s coming for car makers: 

Connected Vehicle Visualization is a real-time visualization of a vehicle’s connected features and services that will help make it easy for automakers to provide better in-car experiences, like remote assistance, and surface relevant new services to consumers – like notifying them about a free park assist trial.

Actionable Telematics will help automakers monitor telematics data, like vehicle location, speed, fuel, or battery consumption, and use automation to detect and alert customers to changes in their car’s status. For example, Automotive Cloud can read the data coming off of a vehicle and see an increase in revolutions per minute (RPMs), or loss of tire pressure, and automatically send an alert to the driver in their infotainment console to warn them of the potential safety issue.

Powered by Salesforce Data Cloud, Automotive Cloud securely connects data from any source, like telematics and dealership management systems, so automotive companies have a unified, real-time data foundation to build connected vehicle and driver experiences.  

With Einstein Studio, automakers can easily build and train custom AI models with help from Salesforce ecosystem technology partners. Using connected car data with custom AI models will enable automakers to deliver predictive insights. For example, automakers can alert dealers automatically when a driver’s vehicle is about to hit 100,000 miles and surface new, available vehicles that match the driver’s preferences and even offer personalized discounts and trade-in offers. 

What’s coming for fleet owners and automotive finance teams:

Fleet Management gives fleet owners a single view of their fleet and enables them to more easily define fleet action plans — like routing and driver assignments — and surface alerts, like maintenance warnings. Additionally, Fleet Management provides insights into completed trips, driver behavior, and more, to inform future fleet planning and Excellerate performance. 

Automotive Cloud for Captive Finance will provide a complete view of a driver’s automotive finances, including all of their household auto loans and lease accounts, as well as associated vehicles. With the Automotive Loan and Lease Console, auto lenders will be able to streamline customer service with automation, and engage customers with timely, personalized information about lease renewals, payment reminders, or service appointments. 

 “Everything in the industry today is being driven by software. Our customers expect connected, personalized experiences not only in their cars, but however and wherever they are interacting with us. Automotive Cloud will make it easy to provide these exceptional experiences for our customers,” said Amanda Palmay, senior director, strategy, planning and innovation.

Connected car features like Actionable Telematics will be generally available in early 2024. Connected Vehicle Visualization will be available in pilot in early 2024. Automotive Cloud for Captive Finance and the Automotive Loan and Lease Console will be generally available in early 2024 and Data Cloud, Einstein Studio, and Fleet Management are generally available today, with additional Data Cloud capabilities to come in early 2024.

Automotive Cloud

Wed, 08 Nov 2023 02:47:00 -0600 en text/html
Check Out What Whales Are Doing With CRM

High-rolling investors have positioned themselves bullish on Salesforce CRM, and it's important for retail traders to take note. \This activity came to our attention today through Benzinga's tracking of publicly available options data. The identities of these investors are uncertain, but such a significant move in CRM often signals that someone has privileged information.

Today, Benzinga's options scanner spotted 10 options trades for Salesforce. This is not a typical pattern.

The sentiment among these major traders is split, with 60% bullish and 40% bearish. Among all the options we identified, there was one put, amounting to $30,590, and 9 calls, totaling $1,254,325.

Projected Price Targets

Based on the trading activity, it appears that the significant investors are aiming for a price territory stretching from $170.0 to $220.0 for Salesforce over the recent three months.

Volume & Open Interest Trends

Examining the volume and open interest provides crucial insights into stock research. This information is key in gauging liquidity and interest levels for Salesforce's options at certain strike prices. Below, we present a snapshot of the trends in volume and open interest for calls and puts across Salesforce's significant trades, within a strike price range of $170.0 to $220.0, over the past month.

Salesforce 30-Day Option Volume & Interest Snapshot

Largest Options Trades Observed:

Symbol PUT/CALL Trade Type Sentiment Exp. Date Strike Price Total Trade Price Open Interest Volume
CRM CALL TRADE BULLISH 01/17/25 $170.00 $649.7K 372 0
CRM CALL SWEEP BEARISH 01/16/26 $210.00 $291.7K 14 82
CRM CALL TRADE BULLISH 01/16/26 $210.00 $67.7K 14 13
CRM CALL TRADE BULLISH 01/16/26 $210.00 $67.7K 14 13
CRM CALL TRADE BULLISH 01/19/24 $210.00 $51.0K 4.8K 69

About Salesforce

Salesforce Inc provides enterprise cloud computing solutions. The company offers customer relationship management technology that brings companies and customers together. Its Customer 360 platform helps the group to deliver a single source of truth, connecting customer data across systems, apps, and devices to help companies sell, service, market, and conduct commerce. It also offers Service Cloud for customer support, Marketing Cloud for digital marketing campaigns, Commerce Cloud as an e-commerce engine, the Salesforce Platform, which allows enterprises to build applications, and other solutions, such as MuleSoft for data integration.

Following our analysis of the options activities associated with Salesforce, we pivot to a closer look at the company's own performance.

Current Position of Salesforce

  • Trading volume stands at 1,656,079, with CRM's price up by 1.35%, positioned at $212.85.
  • RSI indicators show the stock to be may be approaching overbought.
  • Earnings announcement expected in 20 days.

What Analysts Are Saying About Salesforce

In the last month, 1 experts released ratings on this stock with an average target price of $232.0.

  • An analyst from Piper Sandler downgraded its action to Neutral with a price target of $232.

Options are a riskier asset compared to just trading the stock, but they have higher profit potential. Serious options traders manage this risk by educating themselves daily, scaling in and out of trades, following more than one indicator, and following the markets closely.

If you want to stay updated on the latest options trades for Salesforce, Benzinga Pro gives you real-time options trades alerts.

© 2023 Benzinga does not provide investment advice. All rights reserved.

Fri, 10 Nov 2023 03:18:00 -0600 en text/html
Veeam Announces Updates to Backup for Salesforce on Salesforce AppExchange, the World's Leading Enterprise Cloud Marketplace No result found, try new keyword!Veeam ® Software, the leader in Data Protection and Ransomware Recovery, today announced it has launched Veeam Backup for Salesforce v2, available on Salesforce AppExchange. Veeam Backup for ... Tue, 14 Nov 2023 00:25:00 -0600 en-US text/html

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