Save Time With FormAssembly + Conga


Whenever you hear of ‘must have’ Salesforce Apps or see a ‘top 10 Apps for Salesforce’ blogs post, you can almost guarantee that FormAssembly and Conga are in there. These two powerhouse App’s have got a name for themselves by being simple to use and automating complex business processes with ease. While being completely different Apps in terms of function, together they can take automation within Salesforce a step further and create truly seamless processes. In this blog post, we present an example of how a not for profit organisation can use Salesforce in conjunction with the Form Assembly and Conga Composer apps to automate a number of  highly manual processes and unlock a huge amount of wasted time (based on a true story).

Individually, these 3rd party applications can extend the power of Salesforce without the need for custom coding. But combining them can enable incredibly powerful solutions to be created extremely cost effectively in a short period of time.

Conga Composer & Workflow

Conga Composer is a leading document generation and reporting tool for the Salesforce platform. Conga specialises in retrieving data from Salesforce whether it is held in Standard or Custom Objects, reports or queries and in turn, merging this data into various formats (Word, Excel, Powerpoint. PDF, HTML Email). Workflow is an addon for Composer that automates these processes by using Salesforce Workflows to trigger solutions.

Form Assembly

Form Assembly is an App that makes it easy to create online forms with the ability to transfer data directly into Salesforce. Some typical use cases for Form Assembly are surveys, questionnaires and application forms. Forms can also be created dynamically by using data from Salesforce

The Scenario & Challenge

customer_feedbackPicture a highly paper based not for profit organisation who run a leadership training Programme whereby a cohort of Participants progress through a year long curriculum.


Gathering Programme feedback involves sending out emails asking Participants to complete a Word document with their thoughts about the Programme. Then monitoring emails as Participants begin to send back completed forms and tracking in Excel.
The aim is to transform this highly manual and time consuming operation to collect Participant feedback into a highly automated activity that is easy to operate. This should include moving feedback forms online, automated email invitations and response tracking, highlighting chasing outstanding forms and storing responses against the Participants’ records. 

Let’s have a look at how this solution is built up..

Salesforce – The central database containing the participant details and tailor made objects to store Participants feedback

Form Assembly – Used to create the online form that allows Participants to enter their feedback for transmission directly in Salesforce

Conga Composer + Workflow –Used to instantly generate and email a PDF ‘receipt’ back to the participant containing a record of the feedback they submitted. Also used to create a consolidated feedback report for use within the not for profit organisation

How does it work?

To understand how this solution hangs together, we need to consider what the Salesforce User sees as well as the participant.

Salesforce User View

Each quarter, the Programme Manager logs into Salesforce and pulls up a list of Participants using a View. Within a few clicks, they can activate the process of automatically sending each Participant an email inviting them to complete their Quarterly Feedback form. Salesforce can schedule chaser emails if responses haven’t been received after a predefined period of time.

Pull up a list of Participants



Tick the “Send feedback request” checkbox and apply to all records to mass send email invitations


Keep track of which Participants have submitted their feedback, and who needs to be chased via a Report.


Click into a Participant’s record to see the Feedback records building up over time.


Click into an individual Feedback record to see the full details of the response submitted and any attachments

Participant View

Here’s how it looks from a Participant’s point of view.

An email arrives with the subject “Leadership Programme feedback request”. The Participant simply opens the email, clicks the link and the Feedback Form opens in their browser.
It’s a simple matter of completing the questions online, attaching a document or photo if relevant and clicking submit.



A minute or two after submitting feedback, an email acknowledgement arrives with a PDF “receipt” containing the responses submitted.


The PDF document contains a record of the responses submitted in the form.
The PDF document contains a record of the responses submitted in the form.


This type of solution can transform your organisation in a number of ways:

Saving time and money – by automating labour intensive activities such as sending emails and compiling results, this type of solution can free up huge amounts of time. One organisation was able to save a day a week of administration time within a small team.

Build up Contact profile – by logging survey responses against Contacts’ records, a comprehensive profile builds up that provides colleagues with valuable insights into the experiences and feedback from Participants that can be used to implement Programme improvements

See the wood for the trees – Salesforce can present key metrics on Dashboards and in Reports for valuable insights. Another organisation used response data to measure the effectiveness and impact of their Programme which ultimately led to Programme re-designs and greater clarity of job roles within their team.

Instant alerts – Salesforce can be setup to send instant notifications to team members should a Participant submit a low score for immediate action.

Scaleable – This type of solution can handle growth in the organisation so if Participant numbers increase, the solution continues to function in the same way and simply saves even more time!

Because these Apps are used across all verticals, there are so many uses where Salesforce + Conga + Form Assembly can make a drastic difference to the day to day operational processes within your organisation. Here are some other examples:

  • Generating completed application forms in PDF format and distributing to Assessors for evaluation
  • Customer satisfaction surveys
  • Event evaluation forms
  • Event booking forms
  • Grant applications

About Rephrase

Rephrase is a Salesforce consultancy that focuses on saving organisations time and money by streamlining and automating routine processes that drive meaningful insights, centralising information into a common database and creating systems tailored to the needs of each client.


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4 thoughts on “Save Time With FormAssembly + Conga

  1. Hello Frazer, I am curious to know how you achieve the functionality of the form to write back to salesforce with the pdf attachment? Regards, Denis

    1. Hi Denis,

      I believe I can answer this on behalf of Frazer. There is actually a couple things going on here, the first is that the user enters the information in on the Form Assembly survey. Form Assembly then updates the mapped fields from the form into Salesforce, this in turn kicks off a Salesforce workflow that triggers Conga Workflow which uses the fields which were filled in to send a merged PDF to the user.

      I hope this helps!


  2. Hello Ben,
    Thank you very much for your answer! I guess we could imagine only attaching the pdf on the record in Salesforce rather than shooting it back to the user… Therefore, if we’re not talking about delivering the data to the user but just merge it locally, do you think we could use a simple workflow or do we absolutely need to use Conga workflow?

    Best Regards,
    PS: Very useful website; congrats and keep up the excellent work !!

    1. Hi Denis,

      Thanks for your kind words!

      Conga Workflow is actually the part that automatically merges it into PDF format. You could get away with not using Conga workflow, but this would require you to manually click a button in order to merge the PDF which would obviously be more time consuming. Good luck with your solution!


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