Publish date:

• 1st March, 2024

Are you struggling to migrate your CRM? Is navigating Salesforce features a challenge for you? A Salesforce consulting partner could be precisely what you need.

The network of Salesforce consulting partners has expanded over the years, encompassing a diverse range of professionals, from independent consultants to large global agencies. This extensive network provides clients with comprehensive knowledge across Salesforce products, clouds, industries, and system integration expertise.

But how can you successfully locate a registered Salesforce consulting partner? Consider the top 9 pitfalls to avoid when selecting a Salesforce consulting partner.

Whether you are currently using a Salesforce solution and want to upgrade or reimplement it, or you wish to establish the platform from scratch, you may need the help of a Salesforce consulting partner. Let’s clarify that first.

What is a Salesforce Consulting Partner?

A Salesforce consulting partner is a company that Salesforce has approved to assist clients in setting up and optimizing their Salesforce products. A Salesforce consultant creates and delivers customized solutions tailored to clients' needs.

Salesforce Consulting Partner vs. a Salesforce Consultant

At first, it may seem like "Salesforce consultants" and "Salesforce consulting partners" mean the same thing: both offer consulting services to users or potential users of the Salesforce platform. While this is partly true, not every Salesforce consultant is a Salesforce consulting partner. Here’s why.

Salesforce Consultants

A Salesforce consultant assists clients in developing a plan for utilizing Salesforce. They assist with software migration, configuration, customization, systems integration, and custom app development. Consultants show their expertise through Salesforce certifications.

• Business Analyst

• Community Cloud Consultant

• CPQ (Configure, Price, Quote) Specialist

• CRM Analytics and Einstein Discovery Consultant

• Data Cloud Consultant

• Education Cloud Consultant

• Experience Cloud Consultant

• Field Service Consultant

• Marketing Cloud Account Engagement Consultant

• Marketing Cloud Consultant

• Nonprofit Cloud Consultant

• OmniStudio Consultant

• Pardot Consultant

• Sales Cloud Consultant

• Service Cloud Consultant

• Slack Consultant

Salesforce Consulting Partners

Salesforce consulting partners are organizations authorized by Salesforce to implement projects, integrate systems, and create and provide custom solutions. To become and remain a Salesforce consulting partner, companies must have at least one employee with two or more certifications, or a minimum of two employees, each with at least one certification, and must enroll in the Salesforce Consulting Partner Program.

New partners may be granted some time to obtain their required two certifications, which means that there could be partners in a provisional status. The certifications eligible for qualifying for a Base (previously called “Registered”) partnership tier are as follows:

Salesforce Consultant Certifications:

• Salesforce Certified Business Analyst

• Salesforce Certified CRM Analytics and Einstein Discovery Consultant

• Salesforce Certified Data Cloud Consultant

• Salesforce Certified Education Cloud Consultant

• Salesforce Certified Experience Cloud Consultant

• Salesforce Certified Field Service Consultant

• Salesforce Certified Marketing Cloud Account Engagement Consultant

• Salesforce Certified Marketing Cloud Consultant

• Salesforce Certified Nonprofit Cloud Consultant

• Salesforce Certified OmniStudio Consultant

• Salesforce Certified Sales Cloud Consultant

• Salesforce Certified Service Cloud Consultant

Salesforce Architect Certifications:

• Salesforce Certified Administrator

• Salesforce Certified Advanced Administrator

• Salesforce Certified Business Analyst

• Salesforce Certified CPQ Specialist

• Salesforce Certified Marketing Cloud Administrator

• Salesforce Certified Platform App Builder

Salesforce Architect Certifications:

• Salesforce Certified Application Architect

• Salesforce Certified B2B Solution Architect

• Salesforce Certified B2C Commerce Architect

• Salesforce Certified B2C Solution Architect

• Salesforce Certified Catalyst Specialist

• Salesforce Certified Data Architect

• Salesforce Certified Development Lifecycle and Deployment Architect

• Salesforce Certified Heroku Architect

• Salesforce Certified Identity and Access Management Architect

• Salesforce Certified Integration Architect

• Salesforce Certified MuleSoft Integration Architect I

• Salesforce Certified MuleSoft Platform Architect I

• Salesforce Certified Sharing and Visibility Architect

• Salesforce Certified System Architect

• Salesforce Certified Technical Architect

Salesforce Developer Certifications: 

• Salesforce Certified B2C Commerce Developer

• Salesforce Certified Hyperautomation Specialist

• Salesforce Certified Industries CPQ Developer

• Salesforce Certified JavaScript Developer I

• Salesforce Certified Marketing Cloud Developer

• Salesforce Certified MuleSoft Developer I

• Salesforce Certified MuleSoft Developer II

• Salesforce Certified OmniStudio Developer

• Salesforce Certified Platform App Builder

• Salesforce Certified Platform Developer I

• Salesforce Certified Platform Developer II

All Salesforce consulting partners are tiered the following levels:

1. Base Partners (up to 249 points)

2. Ridge Partners (over 250 points)

3. Crest Partners (over 500 points)

4. Summit Partners (over 750 points)

To qualify for a Consulting Partner Trailblazer Score, a partner needs at least two Certified Consultants. They can earn between 0 and 1,000 points. Points are given based on three main categories.

Co-Sell ACV (Annual Contract Value) or “Engagement” — New business opportunities can come from a Salesforce partner or valuable sales interactions with a Salesforce Account Executive (AE).
Expertise or “Innovations” — a sum of earned credentials (Salesforce certifications in a particular domain):

• Expert Credentials (Expert-level certifications), such as Certified Technical Architect.

• Professional Credentials (Professional-level certifications for Salesforce implementation experts with a customer-facing role), such as Salesforce Certified Community Cloud Consultant or Salesforce Certified CPQ Specialist.

• Associate Credentials are related certifications, such as Salesforce Certified Administrator or Salesforce Certified B2C Commerce Developer.

• Emerging Product Credential Multiplier (Certifications in emerging product areas where Salesforce needs additional partner capacity to meet customer needs), like Field Service Lightning Consultant Certification or Salesforce Certified B2C Commerce Architect.

• Credentialed Individual Practice Growth (the Number of company employees holding active professional-level certificates on the last day of the previous fiscal year, compared to the number of company employees with active professional-level certifications at the end of this fiscal year).

Customer Success — the third segment of the Trailblazer score is measured by:

• Salesforce Navigator points that are based on customer-validated industry expertise, Salesforce product knowledge and certifications, and customer success score.

• AppExchange Solutions points are given for any Apps, Bolts, Flows, or Components that were released or updated in the current or previous fiscal year.

• CSAT (Customer Satisfaction Score) points assigned based on customer satisfaction surveys.

A certified Salesforce consultant is part of the Salesforce Consulting Partnership Community, but being a consulting partner goes beyond just offering consultancy services.

The Salesforce consulting partner program has become more apparent at different levels. Yet, partners can still showcase their unique skills in the market, making it hard for customers to choose the right Salesforce consultant.

So, where can you find Salesforce partners? The most reliable source for hiring experts, such as consultants or developers, is AppExchange, a marketplace for Salesforce apps and related services.

On AppExchange, there are over 1,700 registered consultancies. You can narrow down your choices based on Salesforce expertise, industry, location, the number of certified experts, and ratings on the platform.

You might not know what type of Salesforce consulting partner you are looking at on AppExchange because there isn’t a filter for that. We suggest searching for “Salesforce consulting partners gold” in Google. This will give you a list of gold and higher-tier partners.

You can find a Salesforce consultant on the Trailblazer Community. This platform lets you see consultants in action, check their answer history, Trailhead score, Salesforce skills, and the company they work for.

However, choosing a Salesforce consultant isn't as easy as it seems. 

The challenge is that, even with many skilled specialists on AppExchange and Trailblazer, it doesn’t guarantee that you will select the right partner for your project or that they will create the optimal plan for your implementation or integration.

That's why it's essential to learn how to avoid common mistakes when selecting a Salesforce consulting partner.

9 Most Common Mistakes on the Way to Choose a Salesforce Consulting Partner

When hiring a Salesforce consultant or a consulting partner, avoid these common mistakes that can cause problems during implementation:

Mistake #1: Ignoring Business Pain Points and Goals

You're making a mistake if you think a consultant will always show you the right business path.

Before implementing any product, you need to understand why you need it from a business perspective. Consider what problems it will solve and how it supports your company's goals.

If you don’t assess these factors internally, you might waste money and time on a CRM system you won't fully utilize.

To establish a strong partnership with Salesforce, you must have a clear understanding of:

• Your Business Objectives — Create a list of what you want to achieve with the Salesforce platform now and over the next 2-3 years.

• Your Optimal Project Timeline — Set realistic expectations for the project's length. Remember, no implementation for a mid-sized company can be finished in just two weeks.

• Your Budget Range — Research and decide on your budget for implementing and managing your solution.

• Your Partnership Model — Choose how to implement your project. Decide if your partner will handle all the implementations if you will share the roles, or if you will carry out everything with support from your Salesforce consulting partner.

• Your Project Stakeholders — Select key team members to work on the project. Include roles like Executive Sponsor and Product Owner.

• Your Salesforce Partners Roles—Consider the project roles that outside experts, such as Strategic Consultants or Change Management Consultants, can fill.

Creating your Request for Proposal (RFP) is a crucial step. It will simplify your discovery sessions with future Salesforce partners.

Mistake #2: Lack of Basic Salesforce Knowledge

Although it may seem obvious, people often overlook this step. To communicate effectively with your Salesforce consulting partner, it is essential to understand standard terms and the platform's technical features. Start by watching free product demos and introductory videos on Salesforce.com and Salesforce Org. This will help you learn about the features the platform offers for your business.

Don’t go into too much detail about the products. Instead, focus on 4 to 5 main points to discuss with the prospects.

Mistake #3: Choosing a low price over high quality

When selecting a Salesforce consulting partner, it's essential to choose wisely to maximize the value of your investment. You may find budget-friendly options that tempt you to opt for less expensive partners.

However, trying to save money could lead to higher costs in the long run, longer project timelines, or even project failure.

Companies focus only on hiring Salesforce developers, which may seem wise at first glance. However, this approach might not give you a complete view of your project, resulting in a well-built solution not used by your end users.

Salesforce offers a pro bono volunteer program, enabling you to receive assistance from consulting partners. The downside is that it’s limited to short-term projects for nonprofits and education, with a maximum of 20 hours of expert help.

At Codleo, we provide flexible pricing options for all types of organizations. This allows us to deliver high-quality services at affordable prices through our various engagement models.

Mistake #4: Underestimating the Power of Reviews

Many companies showcase impressive portfolios on their websites, but this often only tells one side of the story. To gain a more balanced perspective, it's helpful to consult reviews from genuine customers on independent websites. For instance, customer feedback on AppExchange can offer a more insightful view into customer satisfaction than survey responses.

Currently, the Salesforce system allows partners to select which projects and references to submit before sending surveys to their clients. This method can give a skewed view of their work. In contrast, customer reviews on AppExchange require a Salesforce login to post and cannot be changed or deleted by partners, offering a more honest picture.

Another great source of feedback is IT services review platforms, such as Clutch.co or G2.com. There you can see what clients liked and disliked the most in all the stages of interaction with the consultancy.

Mistake #5: Making a Quick Decision

Choosing a Salesforce investment is a big decision, similar to getting married. As the saying goes, “Marry in haste, repent at leisure,” which also applies to picking a Salesforce partner. Take your time to make a well-informed choice.

Start by asking your business network for recommendations. Explore platforms like AppExchange and the Trailblazer Community to find a broader range of consulting agencies. If you’re looking for freelancers, check websites like Upwork or PeoplePerHour. Ensure you review the portfolios and case studies of Salesforce consulting partners to identify projects similar to yours. Discuss all details with potential partners, weigh the pros and cons, and choose the best project consultant.

Mistake #6: Understanding the Marketing Background of a Salesforce Consulting Partner

Salesforce is mainly a digital marketing company that helps manage customer relationships. It allows marketers to report on campaigns, track leads to revenue, and measure ROI.

Not all Salesforce consultants have hands-on digital marketing experience, and this is not required. However, it’s best to find a consultant with this experience to get the most out of your CRM investment.

You need help not just with solution implementation, deployment, or customization, but also with ensuring these steps align with your marketing goals.

We support thousands of users every day on AppExchange and this experience allows us to provide exclusive AppExchange app development and Salesforce consulting services with a marketing aspect in mind.

Mistake #7: Hiring a Salesforce Consultant with No Relevant Experience

The AppExchange platform indicates that there are many skilled experts with a strong knowledge of Salesforce. But are technical skills and certifications all you need for a successful project?

Technical knowledge is essential for implementing solutions, and it is crucial to ensure that your partner possesses the proper certifications. However, industry expertise is equally important.

If your company operates in a specific field, such as Commercial Real Estate or Investment Sales, and can't find a suitable out-of-the-box Salesforce solution, you need experts who can tailor a CRM system to fit your unique needs.

This is where industry knowledge becomes crucial. Without relevant experience, important industry details may be overlooked, which can negatively impact your team's software adoption and your return on investment (ROI).

In addition to industry knowledge, look for consulting firms with the resources to work with businesses of your size and have experience with business and project management models similar to yours.

Also, more prominent firms do not always mean better service. Larger consultancies might neglect the needs of smaller projects, focusing instead on larger enterprise clients in more common industries. So, having many certifications does not ensure that you receive adequate support or that the consulting partner understands your market’s specific needs.

Researching your potential partner’s technical and industry background will benefit you in the long run, so invest the time in thorough research.

Mistake #8: Choosing a Yes-Man Instead of an Expert

You should hire a Salesforce consultant for your project because they have skills and knowledge that exceed what you have in your company. You likely don’t want a partner who simply agrees with everything you suggest. Instead, you want an expert who will deeply analyze your business and confidently recommend the best path forward, even if it’s the harder option.
Experienced Salesforce consultants have completed many projects. They can help you avoid mistakes they learned from their past experiences and guide you on the best course of action, even if it differs from what you might consider “right.”

Mistake #9: Looking for Short-Term Partnership

Many people wrongly believe that working with a Salesforce consulting partner only ends when the CRM is set up. 

After deployment, your project enters a new phase that requires ongoing expert support. This support includes helping users adopt the system, ensuring your platform is correctly set up and updated with each Salesforce release (Winter, Spring, Summer), and fixing system issues. 

As your organization grows, it’s essential to use your CRM tool effectively. When you need new features or changes, it's best to work with Salesforce partners who understand your project from the beginning.

Innovative businesses recognize that establishing long-term relationships is crucial. These relationships provide ongoing support and innovation rather than switching between different options. 

Codleo offers expert help and support for all project phases through our Salesforce support and Consulting Services. Our team respects your time and is ready to assist with tasks like data entry, loading, scheduling, and generating reports.

Final Ideas

Investing in a Salesforce consulting partner is an important decision. You need to plan carefully to maximize the benefits that come from proper implementation and long-term use. 

A Salesforce partnership works best when both you and your consultant share common goals and responsibilities. This way, your consultant can truly become a trusted advisor and create long-term value for you.