• Emily Malone

Salesforce terminology, translated


Account An account is an organisation, company, or consumer that you want to track, like a customer, partner, or competitor, for example.

Activities Activities are records stored which represent actions taken on a lead, contact, or account. For example, an event, task, call you’ve logged, or an email you’ve sent can all be stored for context.

API An API (application programming interface) is a system used by a piece of software to connect to other pieces of software. Salesforce offers an API that allows it to be connected to outside systems, like a CMS or email tool, for example.

Apex Traditionally, this word means ‘the top or highest part of something’, like a mountain peak. In Salesforce, however, it’s a programming language used by developers to build applications that interact with Salesforce.

AppExchange AppExchange is Salesforce’s app marketplace, which contains hundreds of integrations with third-party services that allow users to extend the functionality of their Salesforce. Here, you can browse and share apps and services for the Lightning platform.


Best Case Amount Revenue projection in a forecast that identifies total “possible” revenue for a specific month or quarter. For managers, equals the total amount of revenue they and their entire team can possibly generate.

Bucketing This is a tool in the report builder which lets users categorise report records by field, without having to create a formula or a custom field.


Campaign A campaign is typically an initiative such as an advertisement, direct mail, or event that marketers run to help generate prospects and build brand awareness. It’s also an object in Salesforce used to track marketing efforts. The campaign object holds several standard bits of data — a campaign name, start and end dates, expected revenue, budgeted and actual costs etc.

Case A case is a detailed description of a customer’s feedback, problem, or question and is used to track and solve your customers’ issues.

Channel Manager Channel managers are the internal users who manage your partners.

Chatter Chatter is basically like Slack for Salesforce. It’s a team messenger app which helps users collaborate on deals or cases and improves communication.

Community Communities are customised, public or private spaces for your employees, customers, and partners to help solve cases faster, collaborate on best practices and business processes, ask questions, and share knowledge with each other.

Connector This is a piece of software which connects another system (like a marketing software platform, or an email tool) to your Salesforce org.

Contact A contact is a standard object in Salesforce that represents an individual person. The contact record contains details like a name, address, email, and phone number.

Contact Role This is a standard field included on the contact record that can be used to define the role an individual plays in an account or opportunity. for example, ‘decision maker’, ‘influencer’, etc.

Custom Field A custom field is a piece of data stored in Salesforce that’s unique to the user’s business. For example, a charity might want to store info such as a person’s preferred donation amount per month.

Custom Object A custom object is a type of record in Salesforce created to allow you to store information unique to your organisation.

Custom Report This is a view of data in Salesforce that has been personalised by the creator to include only the information they want to see.


Dashboard A dashboard is a place which shows your data from reports, which can be charts, gauges, tables, metrics, or Visualforce pages. The components provide a snapshot of key metrics and performance indicators for your business, and each dashboard can have up to 20 components. They make it really easy for a team to track their progress toward a goal or metric.

Dynamic Dashboard A dynamic dashboard runs using the security settings of the specific user viewing the dashboard. Each user sees the dashboard according to his or her own access level, which helps administrators share one common set of dashboard components to users with different levels of access.


Einstein Salesforce Einstein is artificial intelligence (AI) technology that has been developed for the platform. It enhances Salesforce cloud products with machine learning and deep learning analytics, with the goal of helping sales and marketing departments get a more comprehensive and up-to-date view of their customers and sales prospects.

External Object External objects behave similarly to custom objects, except that they map to data that’s stored outside your Salesforce org.


Field This is is a piece of data stored on an object. An example of a field might be “First Name” or “Email Address”. Fields are also sometimes referred to as “properties.”

Field-Level Security These are settings which determine whether fields are hidden, visible, read only, or editable for users.

Force.com This is a cloud platform service that allows developers to build and host applications on Salesforce’s servers.

Forecasts In the context of Salesforce, a forecast is an estimate of sales based on your business’ previous year. This helps salespeople monitor their pipeline.

Formula Field A formula field in Salesforce is a kind of custom field. This field relies on an equation to populate the data it shows. That equation may take other fields or information into consideration to calculate its value. For example, you might need a field that shows the number of days since sales last followed up with a specific lead.


Junction Object Using a custom junction object, you can create a “many-to-many” relationship between two objects. For example, you create a custom object called “Bug”, as a bug could be related to multiple cases, and a case could also be related to multiple bugs.


Lead A lead is a standard object in Salesforce that represents someone at an early stage in the sales process. A lead record is “converted” when it represents a valid opportunity.

Lead Scoring Lead scoring is a process typically carried out in a marketing platform that assigns a numeric value to a lead which represents how qualified they are. For example, if a lead becomes qualified for Sales to take over, they might have a decided amount of points automatically added to them, indicating they’re ready for a chat with someone on your sales team.

Lightning Lightning is the collection of tools and technologies behind a significant upgrade to the Salesforce platform. It includes a set of modern user interfaces optimised for ‘lightning’ speed, such as Lightning Experience, Salesforce 1 mobile app, and template-based communities. With Lightning, you can customise by use drag-and-drop technologies for fast and easy app building. 

Lookup A field that references the data in another field, possibly on another object. A lookup field can be identified by the clickable magnifying glass icon that appears alongside it. An example of a standard lookup field is the “Account” field that appears on a contact — this field is set to reference the “Account Name” field on the associated account object.


Marketing Cloud Marketing Cloud is a suite of marketing tools offered as an add-on to Salesforce. This suite helps large enterprise organisations monitor their marketing efforts such as social media posts etc.


Object In the context of Salesforce, an “object” is a type of record that Salesforce uses to store data. There are some standard objects that every Salesforce comes with out-of-the-box, such as an account, a lead, an opportunity, and a contact, but it’s possible to set up custom objects for your own unique business needs.

Opportunity This is a standard object in Salesforce that represents a potential sales deal. An opportunity record usually tracks details about a potential deal such as expected deal size, expected close date, probability, and opportunity stage.

Opportunity Stage This is a standard field that is used to track the status of an opportunity. For example, the opportunity stage might be set to “Prospecting”, “Negotiation/Review”, or “Closed Won” depending on where they are in the sales process.


Picklist A picklist contains a selection of values displayed in drop-down lists for particular fields. Some values come predefined, and others can be changed or defined by an administrator.

Process Visualiser This is a tool that displays a graph of an approval process. The view-only diagram is presented as a flowchart, which can help you visualise and understand the defined steps, rule criteria, and actions that make up your approval process.


Queue A queue in Salesforce is pretty much a holding area for objects that aren’t yet assigned to an individual.

Quote In Salesforce terms, a quote is a record showing proposed prices for your products and services.


Record A record is a single instance of a Salesforce object. It’s like a single row in the whole table of information. For example, “Emily Malone” would be the name of my contact record, and ‘oe:gen’ would be listed as the company I work at etc.

Report A report is… well, a report. It’s a view in Salesforce of a specific subset of records and fields of data. Salesforce comes with several standard report types out-of-the-box such as the Campaign ROI Analysis Report, or the Lead History Report. It is also possible to create custom reports.

Running User Each dashboard has a running user. This running user’s security settings determine which data to display in a dashboard. If the running user is a specific individual, all dashboard viewers will see data based on the security settings of that individual — their own personal security settings won’t matter. However, for dynamic dashboards, you can set the running user to be the logged-in user, so that each individual user sees the dashboard according to his or her own access level.


Sales Cloud Sales Cloud is the most popular part of Salesforce’s overall CRM system, created specifically for salespeople who want to manage their processes in a more streamlined way. In a nutshell, it gives you all your customer data in one place and makes it accessible to the whole team. It’s designed to reduce the time sales reps spend on manual tasks and gives them important insights — even alerting them about the best quality leads.

Salesforce Connect Salesforce Connect provides access to data that’s stored outside the Salesforce org. For example, data in an enterprise resource planning (ERP) system, or records kept in another org.

Salesforce Console The Salesforce console is designed for users in fast-paced environments who need to find, update, and create records really quickly. It displays records and related items as tabs on one screen.

Service Cloud Service Cloud is a customer service and support application in Salesforce which has loads of tools to help your support team keep your customers happy.

Standard Object A type of record where data is stored that Salesforce uses out of the box. Examples of a standard object might be a lead object, a contact object, an account object, or an opportunity object. Also see the definition for “object.”


Tag In Salesforce, a tag is a word or short phrase that your users can associate with most records to describe and organise their data in a personalised way.

Task Tasks in Salesforce are basically an action that has been taken or will be taken against a record in Salesforce. For example, it could be a phone call to a lead. These are listed on individual records and used by salespeople to manage their day-to-day actions for each lead.

Trigger This is a piece of Apex code used to kick off actions in Salesforce when a change to or creation of a record happens in Salesforce.

Truncate “Truncating” a custom object lets you remove all of the object’s records, but keep the object and its metadata.


Visualforce Visualforce is a user interface framework for the Force.com platform. The framework includes a tag-based markup language, similar to HTML. The markup helps developers define the user interface components that should be included on the page, and the way they should appear.


Web-to-Lead This is a tool in Salesforce which allows you to create simple forms that you can place on external websites. When a user fills out the form, a lead is created in Salesforce.

Workflow Rule This is a tool in Salesforce which allows you to automate certain actions, like sending notification emails, updating fields in your database, adding tasks to a record in Salesforce, and more. A workflow action will fire when the conditions of a workflow rule are met. If you’ve not found what you’re looking for here, Salesforce have a really helpful, huge Glossary you can access here. Or, simply just drop us a comment on this blog post! We’ll be happy to answer any questions you have.