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Structuring Unstructured Data in Salesforce

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Navigating the Complexity of Enterprise Data: How to Effectively Structure and Utilize Unstructured Data in Salesforce for Better Decision-Making and Operational Efficiency.

Enterprise data is the collective information that an organization gathers, processes, and utilizes throughout its business operations. It can range from operational metrics to customer communications.

Examples include:

  • Customer transactions
  • Employee performance metrics
  • Supplier contracts
  • Email communications

In the digital era, the sheer volume and variety of enterprise data has grown exponentially, leaving teams to juggle monumental volumes of data. This data often sprawls across various systems, departments, and geographic locations, making management an intricate task.

Risks and rewards

Managing this data is to walk a tightrope. On the one hand, data presents clear opportunities. With effective management, businesses can drive huge value from this asset, with enhanced decision-making, competitive advantage and innovation.

On this flip side, taking a misstep with data can be your downfall. Not only will quality be compromised, so will security, privacy and ultimately, your ability to scale.

The importance of data structure

Whether or not this data is structured is a critical factor when it comes to effective management.

Structured data is organized into a defined model or schema, like Salesforce. Examples include customer names, addresses, and product prices.

Unstructured data, by definition, lacks a predefined model or structure. This makes the data difficult to process or manage, for reporting, automation and pretty much every other activity. For organizations operating on data-driven platforms, such as Salesforce, this is a real challenge.

And when you consider that 80% of enterprise data is unstructured, herein lies the problem. A treasure trove of information is being lost, existing outside of Salesforce, not readily available for critical business functions.

Communication data: The lifeblood of Customer360

Communication plays a significant role in this data maze. Think about the myriad of interactions stored in emails, attachments, WhatsApp chats, or Slack conversations, flowing in and out of the organization every minute of the day. Much of this remains static and unprocessed.

The Salesforce transformation

Imagine if we could decode this communication data, transform it, and store it as field data against relevant records. Beyond just the initial communication, envision all subsequent replies in the same thread, also neatly organized as structured field data.

We have known for a while at Ortoo, that this was a critical challenge to solve for enterprises. There are of course existing Salesforce native and third party-solutions to ingest emails and attach to records. In addition, integration with Slack has opened the door to a huge range of business process automation.

However, enterprises need a solution that takes this to the next level and actually structures this communication data, and translates it into Salesforce field data against the relevant record.

Whether an organization wants to update Leads, Opportunities, Accounts, Work Orders, or any other Salesforce object, including custom objects, bringing this data into a relevant field is enormously powerful.

Now this is possible.

Our solution

Email-to-anything marks a transition from traditional regex-based models. It offers enhanced capabilities to absorb unstructured data from various communication channels, bypassing the limitations of hard-coded logic.

Unstructured content is translated into Salesforce field data, ensuring accuracy with a unique verification layer to counteract any AI inaccuracies. Even email attachments are scanned for relevant information.

The opportunity

Structuring this data does more than just “tidy up”; it opens doors to endless opportunities. AI capabilities can not only classify and prioritize work-items but also analyze sentiments, influencing strategic decision-making. By automating these tasks, which were once labor-intensive, enterprises can now refocus their energies on activities that add more value. This shift drives operational efficiency and enhances workforce effectiveness.

For instance:

  • Trigger a streamlined sales process from a sales inquiry, complete with accurate data.
  • Erase duplicate leads and maintain data quality
  • Schedule an appointment seamlessly for a field service agent.
  • Convert leads into opportunities with precision.
  • Augment a record with data, both from salesforce and external sources.
  • Apply nuanced sentiment analysis to better manage customer service cases

That’s just scratching the surface. By introducing structure to previously chaotic data, enterprises can harness automation, increase accuracy, and bolster overall efficiency.

Are you ready to transform your Salesforce data?

If you’d like to know more about how you can transform your communication data into a goldmine, then get in touch with the Ortoo team, and let’s set up some time to explore your use case. To schedule a demo or consultation, reach out to us at

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