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    Intake orchestration

    Most operational failures happen before the workflow even starts.

    Ortoo Orchestrator is the system that handles intake before the workflow begins. Emails sit in shared inboxes. Web forms create junk records. Attachments arrive unread. Chat transcripts get pasted into case notes. Intake orchestration turns every inbound channel into structured Salesforce records on arrival. Classified, enriched, matched to the right account. Ready for the workflow to take over.

    14,000+
    Cases handled monthly, Cars.com
    16
    Teams routed at intake, Assent Compliance
    33,600 hrs
    Reclaimed annually, Cars.com
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    Every channel becomes a structured Salesforce record on arrival.

    Ortoo Orchestrator captures inbound work from every channel, email, web forms, chat, portal, and attachments, and turns each one into a structured Salesforce record on arrival, classified, enriched, and matched to the right account before anyone has to read it. Your team stops sorting shared inboxes and copying details by hand.

    Most teams already have channels and automation in place. What they lack is a single layer that standardises intake across all of them. Intake orchestration is the entry point to Ortoo Orchestrator: it hands clean, structured, correctly matched records to routing, triage, and resolution, so the rest of the workflow starts from good data instead of a shared inbox. Email-to-Anything is the email intake engine inside it; the same model handles web, chat, portal, and document intake alongside it.

    Ortoo Orchestrator case orchestration view, showing intake, routing, agent steps and outcomes

    Failures every operations team recognises.

    Intake is the first place a workflow can fail, and the place teams notice last. Email arrives in shared inboxes. Forms create junk records. Attachments go unread. Account context is buried in unstructured content. Manual triage fills every gap. Until intake is handled as a system, the workflow that follows can only work as well as the records it receives.

    • Problem

      Email arrives in shared inboxes. Someone reads it, decides what it is, and creates a case or lead by hand.

      Fix

      Inbound email becomes a structured record on arrival, with fields extracted, intent classified, and the account matched, ready for routing.

    • Problem

      Junk and spam reach live SDR or agent queues, consuming capacity before anyone realises.

      Fix

      Classification filters junk before it reaches live queues; valid work continues and junk is closed automatically.

    • Problem

      Attachments arrive but never get read. Critical content sits in PDFs, spreadsheets, and Word documents that no automation can see.

      Fix

      Document understanding reads attachments at intake. File type, language, and content category surface for the steps that follow.

    • Problem

      Account references are buried in unstructured content: URLs in signatures, names in subject lines, domains in cc lists.

      Fix

      Account matching resolves the right Salesforce record from any signal in the message, not just structured fields.

    Every channel handled by one orchestration model.

    Ortoo Orchestrator captures every channel into one intake model inside Salesforce. AI reads the unstructured content, deterministic logic standardises and matches each record, and nothing waits in a shared inbox.

    01Intake
    Inbound· email, web form
    Salesforce record· created
    Fields populated· from source

    Inbound content from any channel becomes a structured Salesforce record at intake. Fields populated from the source. No manual logging. No copy-and-paste from inbox to case.

    What changes day to day.

    • Records arrive structured, not raw.

      Every channel becomes a clean Salesforce record on arrival.

    • Junk never reaches live queues.

      Classification filters it at the door.

    • Attachments stop hiding information.

      Document understanding reads them at intake.

    • The right account is matched automatically.

      Resolved from any signal in the message.

    • Routing starts from good data.

      The downstream workflow works because intake works.

    • Cost stays predictable.

      Pricing follows work completed, not token usage.

    Salesforce-native. Every intake decision logged.

    Intake orchestration with Ortoo Orchestrator runs natively inside Salesforce on the existing data model, security model, and automation layer. No external workflow engine. No data duplication. Inbound content becomes a record on any standard or custom object, and every extraction, classification, and account match is logged on that record. Where intake reaches external systems, email servers, web form providers, document stores, or AI providers, Ortoo Orchestrator handles those callouts inside the same workflow definition.

    Coordination layer

    Ortoo Orchestrator

    Salesforce

    Objects (standard and custom), Email-to-Case, Flows, queues, security model

    External stack

    Email servers, web forms, chat and portal platforms, document stores, AI providers

    AI reads the messy part. Deterministic logic does the rest.

    Intake is where content arrives unstructured: free-text email, attachments, varied formats, multiple languages. That is where AI earns its place, reading what the content is, what it contains, and which account it belongs to. Once the record is structured, deterministic logic takes over: routing rules, deduplication, and the handoff to the workflow. AI runs only where the operations team has configured it, not as a default applied to everything, and every AI decision is logged on the Salesforce record.

    Pulls structured fields from unstructured email, form, and document content.

    Extract the structured fields from this inbound message and attach them to the record.

    Use playbookRoute to queue

    Ortoo Orchestrator supports any LLM provider.

    Intake in action: Cars.com

    Cars.com's Dealer Inspire division receives 14,000+ cases monthly from dealers and OEM partners. Account information arrived buried in email signatures. URLs varied across dealer websites. 25 senior agents were spending 60% of their time on manual triage. The failure was not in the routing logic. It was in the intake.

    The challenge

    • Account identifiers buried in URLs that varied in format from dealer to dealer
    • Email signatures contaminating extraction. Boilerplate text misread as account context
    • Multi-dealer emails arriving as single messages, requiring automatic case splitting with parent-child relationships
    • 25 senior agents spending 2,800 hours monthly on manual intake work

    The impact

    • 33,600 annual hours reclaimed. 16 FTE equivalents released from administrative intake
    • Near 100% first-touch routing accuracy across 6 production use cases. Routing only worked once intake worked
    • Subscription cancellation processing reduced from hours to minutes
    • Operations managers configure intake rules without IT involvement
    33,600 hrs
    Reclaimed annually
    14,000+
    Cases handled monthly
    ~100%
    First-touch routing accuracy

    Three operations. Three intake channels. The same orchestration model handling all of them.

    Verivox

    75% of leads addressed in the first 30 minutes

    Consumer lead intake at scale. Workflow-driven distribution replacing consultant self-selection, scaled from 3 to 60+ consultants.

    Read the case study

    ByMyCar

    85% reduction in lead processing time

    Multi-source dealer lead intake. Up to 100 Salesforce fields auto-populated in one step before assignment fires.

    Read the case study

    OppFi

    Balanced distribution, higher conversion

    Loan application intake routed through custom logic that keeps queues balanced and credit decisions moving without manual triage.

    Read the case study

    Related pages

    Service workflow orchestration

    Case workflows that run after intake.

    Read more

    Revenue workflow orchestration

    Lead and opportunity workflows that run after intake.

    Read more

    Custom workflow orchestration

    Bespoke workflows that depend on structured intake.

    Read more

    Email-to-anything

    Email intake into any Salesforce object.

    Read more

    Common questions from operations leaders.

    How is this different from native Salesforce Email-to-Case?

    Email-to-Case captures email into the Case object and stops there. Intake orchestration captures email, web forms, chat, portal submissions, and attachments, creates records on any standard or custom object, and classifies, enriches, and account-matches each one on arrival. Email-to-Anything is the email intake engine inside it; the same model covers every other channel.

    Does this work for channels other than email?

    Yes. Email, web forms, chat, portal, and attachments are all captured into one intake model, each with its own rules. Threads stay intact, and replies route back to the originating record.

    Which Salesforce objects can it create records on?

    Any standard or custom object: Case, Lead, Opportunity, Work Order, and custom objects such as Patient, Claim, or Application. Native intake tools are limited to a single object; this is not.

    How is AI governed, and can we use our own model?

    AI runs only at the intake steps the operations team configures, classification, extraction, account matching, document understanding. Deterministic logic handles routing and decisions. Every AI decision is logged on the record, and Ortoo Orchestrator supports any LLM provider through your own API key.

    How does account matching work when the content is messy?

    Account matching resolves the right Salesforce record from any signal in the message, a URL in a signature, a domain in the cc list, a name in the subject line, not just structured fields. When a match cannot be made confidently, the record is flagged for review rather than guessed.

    Does this replace our current intake setup?

    No. It runs on top of what you already have. Existing channels, Email-to-Case, Flows, and routing rules continue to operate; intake orchestration standardises what reaches them. Start with one channel, expand as the team is ready.

    How is the audit trail handled?

    Every intake decision, extraction, classification, account match, and routing handoff, is logged on the Salesforce record. The audit trail lives where compliance teams already look for it, with no separate store.

    Where is impact typically seen first?

    In the channel that creates the most rework: the shared inbox, the form that generates junk records, or the attachments nobody reads. Teams usually have one intake channel running within days.

    How is this priced?

    Pricing follows work completed, not token usage. For specifics, the commercial team can walk through it.

    Fix the intake. The rest of the workflow gets easier.

    Book a 30-minute session. Bring the channel that creates the most rework: the shared inbox, the form that generates junk, the attachments nobody reads. We will walk through how it lands today and where intake orchestration changes the picture.

    Installs natively into Salesforce. Start with one channel, expand as the team is ready. Pricing follows work completed, not token usage.