Tutorial – Measuring Team and Process Performance in Salesforce

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With Conga Orchestrate

Having ongoing visibility into past, current, and future workload is increasingly important as the pace of change in business quickens and customer expectations evolve. Agile methodologies and iterative practices require processes to be flexible. 

Despite their benefits, analytics should not influence too heavily the way you orchestrate processes in your CRM.

Workflows are the “secret sauce” of business and the way they actually flow in real life is exactly how they should work in Salesforce. Good analytics are important, but the tail should not wag the dog. Instead, analytics should come as a side effect of having defined processes and using a tool to execute them. 

Here are some examples of questions you might ask when looking into process metrics for each period of time. 


  • What worked?
  • What can improve?
  • Trailing KPIs
  • Who should be fired immediately? (LoL)


  • How are we doing today?
  • Current KPI snapshot
  • What does that person actually do?


  • Understand future workload
  • Compare time periods
  • Find potential bottlenecks
  • Change resource allocation
  • Leading KPIs

What’s more, getting to this data shouldn’t take specialized tools if I’m already working in Salesforce. If I want to use specialized business intelligence (BI) tools, I will, but in the meantime my Salesforce reports and dashboards work just fine.

Here is an example dashboard for executive insights into organizational processes:

The metrics are great. Let’s see what it takes to get here.

First, it’s important to evaluate processes as they should be, which may or may not match up with the way they are today. Orchestrate allows process improvement and iteration, so it’s important to take advantage of that capability. Gather a solid understanding of your process(es) from all stakeholders. Determine the ideal process and use that to map out what should happen, when, and by whom.

Once you have the process mapped out, here’s how to define workflow automation with Conga Orchestrate.

  1. Create a New Definition, the template of your process, and give it a name
  2. Fill in the Object and Record Type
  3. Add any Conditions
  4. Save

Now you have a blank canvas. No steps = no process, so it’s time to begin adding steps.

Add the steps as they should happen.

Continue building.

Ultimately, your fully-built process will look something like this:

Once your process is built, ensure Virtual Steps are configured. These are an Orchestrate reporting mechanism that provide the metric visibility we touched on above.

From the Conga Orchestrate Setup, choose Virtual Steps from the left hand menu and make sure the Process Object you want to track is configured in the picklist. Select Virtual Steps: Recalculate to keep the process data in sync with each process record update.

Now the fun part, running your process. Our Definition is set to run when an MSA Contract with a 48 month term is created. Let’s create a normal record in our Salesforce org so Orchestrate can drive the next steps.

First, select the record type.

Fill in the required (and some optional) information. Then Save.

In the Activity Timeline to the right side of the screen, we see the first step in the process has been generated by Orchestrate – a task has been assigned following the instructions in our process. 

With Orchestrate running the process for this record, we can monitor the color-coded progress in the Process Visual.

Neat stuff, but that’s a single process. What happens after we’ve started to run all of our processes using Conga Orchestrate?

We can view open processes across the organization.

How long it takes each process to run on average.

How their completion times compare to those we’ve targeted in our Definitions.

How long each assignee takes to do the tasks they’ve been assigned.

And how long those completion times take versus what we’ve targeted for them.

Finally, what’s the workload look like over the next several weeks, and who has the highest number of tasks to get done? Do we need to re-allocate to other team members?

While there are additional metrics that can be tracked, Conga Orchestrate’s reporting helps you understand opportunities for improvement in process staffing or workflows by centralizing process development, tracking and reporting within your Salesforce org. All as a side effect of defining and running your processes using Conga Orchestrate.

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