Orchestrate the Salesforce workflows that do not fit a standard playbook.

Custom workflow orchestration coordinates operational processes designed around an organisation's own stages, systems, approvals and business rules. Existing Salesforce Flows, Apex, AI, integrations and human tasks become governed workflow steps rather than isolated automations. The workflow can pause, resume, escalate, handle exceptions and maintain a complete audit trail throughout execution.

Workflow automation executes predefined tasks automatically. Workflow orchestration coordinates multiple automated and human tasks across a complete business process. It governs sequence, ownership, waiting states, dependencies, approvals and exception handling so separate automations produce one measurable operational outcome.

No. Service and revenue workflows are the most recognisable shapes, but the system runs operational work regardless of shape. Customer workflows in production today include compliance triage across 16 teams and multiple languages, claims processing with attachment-driven routing, subscription operations with ERP integration, dealer support across OEM programs, document classification at intake, and multi-language case intake with custom capacity logic. The operating model is the same across all of them. The steps are configured to the specific work.

Salesforce Flow remains an important automation capability and continues to execute individual business logic. Ortoo Orchestrator coordinates Flows, Apex, approvals, integrations, AI services and human work as one long-running workflow without replacing the automation already in Salesforce.

AI tools and assignment rules each do one thing well. They do not coordinate what happens next. Orchestration is the coordination layer: AI runs as a step, its output triggers the next step, deterministic logic handles decisions, escalations fire on configured criteria, and the whole execution is visible end to end. Without that layer, AI outputs and routing decisions sit in isolation and somebody has to chase them.

External system calls happen inside the workflow definition. Ortoo Orchestrator handles the callout, processes the response, and feeds it into the next step. REST APIs and platform-native integrations are supported. There is no separate integration layer to build or maintain.

Most teams start with the workflow that breaks most often or costs the most hours, usually the one the team has been manually managing the longest. Validation on real production volume typically takes weeks, not quarters. Cars.com went live with their first phase in Q4 2024. Assent Compliance was processing cases from day one of go-live and reached 120,000+ records within three months. There is no replatforming. The workflow runs natively on the existing Salesforce instance.

AI capabilities cover content extraction, classification, document understanding, account and record matching, and missing-information handling. Each runs on categories the operations team configured; none runs as a default. All AI decisions log on the Salesforce record. Ortoo Orchestrator supports any LLM provider, using your own API key.

Workflow automation is effective for predictable tasks. Workflow orchestration becomes valuable when a process spans multiple systems, approvals, waiting periods, AI interpretation, exception handling and human decisions. Rather than replacing automation, orchestration coordinates it across the complete business process.