The traditional process of outbound sales revolves around a sales executive interactive with a potential customer via phone. No matter how many emails you exchange or attractive proposals and presentations you send, ultimately it is the one-on-one phone conversations which does the trick and clinches for you a deal. It is a time tested, fool-proof and an effective process. However to make the process more efficient we have invented software tools and to cut international calling costs we have taken our calling processes to internet-based systems. So technically companies have two separate systems- one to track, analyze and record the sales process called the customer relationship management(CRM) system and the other called the computer telephony integration (CTI) system, to make actual calls. Salesforce is the most used lead-tracking and analysis system that is employed by companies ranging from startups to multi-billion dollar enterprises. But now imagine a salesforce system that not only helps you track the leads but actually allows you to make telephonic calls from within the same system. It is possible and it has been catching fire, ever since the inception of this idea about two to three years ago. Integrating CTI systems with salesforce is the bane of product developers worldwide and till now there is no easy plug-and-play system to accomplish it. It requires some understanding of both CTI and Salesforce, and some coding around it. In common practice there are two ways to integrate Salesforce with CTI systems. - CTI integration using Open CTI tools - CTI integration using telephony service provider APIs CTI integration using Open CTI tools is a more wide spread method but there are still some systems which use the older second method. CTI integration Using Open CTI tools Salesforce Open CTI is a open source CTI integration tool develped by Salesforce.com themselves. The toolkit, also known as Salesforce CRM Call Center, allows you to integrate third-party CTI systems. The main attraction of the system is that you don’t have to download CTI service provider specific adapters, which were mainly desktop softwares and thus deprived the users of cloud architecture. Open CTI on the other hand is browser-based i.e. used browsers as clients for CTI interface- thus giving developers freedom to use cloud architectures. CTI integration using telephony service provider APIs This is more or less an obsolete method but before the launch of Open CTI it was the only method so there are a lot of systems out there which are based on it. This method uses - CTI telephony service provider’s integration adapters - some custom apex classes - Visualforce classes - and Salesforce.com CTI adapters. This system is setup in such a way that whenever a user calls from the softphone of Salesforce console, through the telephone service provider’s adapter, the call will first hit the telephony provider server.

1. sales@algoworks.com Toll Free : +1-877-284-1028

2. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration With Salesforce
The traditional process of outbound sales revolves around a sales executive
interactive with a potential customer via phone.
No matter how many emails you exchange or attractive proposals and presentations
you send, ultimately it is the one-on-one phone conversations which does the trick
and clinches for you a deal.

3. sales@algoworks.com Toll Free : +1-877-284-1028
Companies usually have two separate systems
➔ one to track, analyze and record the sales process called the
customer relationship management(CRM) system
➔ the other called the computer telephony integration (CTI) system,
to make actual calls.
CTI Integration With Salesforce

4. sales@algoworks.com Toll Free : +1-877-284-1028
Salesforce is the most used lead-tracking and analysis system
that is employed by companies ranging from startups to multi-
billion dollar enterprises.
CTI Integration With Salesforce

5. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration With Salesforce
But now imagine a Salesforce system
that not only helps you track the leads
but actually allows you to make
telephonic calls from within the same
system.
It is possible and it has been catching
fire, ever since the inception of this idea
about two to three years ago.

6. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration With Salesforce
In common practice there are two ways to integrate Salesforce
with CTI systems.
CTI integration
using Open CTI
tools
CTI integration
using telephony
service provider
APIs

7. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration With Salesforce
CTi integration using Open CTI tools is a more wide spread
method and the other one is obsolete but there are still some
systems which use the older method.

8. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration
Using
Open CTI Tools

9. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Open CTI Tools
Salesforce Open CTI is a open
source CTI integration tool
develped by Salesforce.com
themselves. The toolkit, also
known as Salesforce CRM Call
Center, allows you to integrate
third-party CTI systems.

10. sales@algoworks.com Toll Free : +1-877-284-1028
Open CTI is browser-
based i.e. used
browsers as clients
for CTI interface-
thus giving
developers freedom
to use cloud
architectures.
CTI Integration Using Open CTI Tools

11. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Open CTI Tools
The Salesforce CTI Tool allows salesforce developers to
1. Build and integrate CTI
systems with all versions
of Salesforce without the
use of third party
adapters

12. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Open CTI Tools
The Salesforce CTI Tool allows salesforce developers to
2. Provide a base to create
customizable softphones
integrated in the
salesforce console itself.

13. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Open CTI Tools
The Salesforce CTI Tool allows salesforce developers to
3. Provide an integrated CTI
systems which is cross-
platform compatible and
cross-browser compatible.

14. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Open CTI Tools
For the process of computer telephony calling from salesforce
itself, here are the components that we use
➔ Salesforce.com Open CTI API
➔ Custom Salesforce Softphone built using Open CTI
➔ Custom built Asynchronous Javascript Asterisk Manager
(AJAM) connector deployed on server

15. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration
Using
Desktop CTI Tools

16. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Desktop CTI Tools
This is more or less an obsolete method but before the launch of
Open CTI it was the only method so there are a lot of systems
out there which are based on it.

17. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Desktop CTI Tools
In this method every
step and every
information that goes
to Salesforce goes
through the telephone
service provider’s
adapter which is
based on desktop.

18. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Desktop CTI Tools
Since the main component i.e. telephony service's CTI
adapter is desktop based, this system can't be deployed on
Cloud.
Also whenever any new version of Salesforce is launched
the adapter became incompatible and the telephony
company took long time to upgrade their connectors.

19. sales@algoworks.com Toll Free : +1-877-284-1028
CTI Integration Using Desktop CTI Tools
Because of these problems this method was dropped by
Salesforce and developers alike.

20. sales@algoworks.com Toll Free : +1-877-284-1028
You would need to use
Coding Experts

21. sales@algoworks.com Toll Free : +1-877-284-1028
You would need to use Coding Experts
As you may have noticed, every component in the process
requires some level of coding.
The JAVA gateway connector program, Salesforce Softphone
interface, even the salesforce.com Open CTI requires lots of
custom development.

22. sales@algoworks.com Toll Free : +1-877-284-1028
You would need to use Coding Experts
Algoworks technologies has been Integrating CTI systems
with Salesforce since 2006.
In fact some of our the very first projects were around CTI
integration with Salesforce. We are the leading experts of the field.

23. sales@algoworks.com Toll Free : +1-877-284-1028
Author
Co-Founder & Director
Open-Source | Salesforce | ECM
Pratyush is Co-Founder and Director at
Algoworks. He is responsible for managing,
growing open source technologies team and
has spearheaded more than 200 projects in
Salesforce CRM alone. He provides consulting
and advisory to clients looking for services
relating to CRM(Customer Relationship
Management) and ECM(Enterprise Content
Management). In the past, Pratyush has held
consulting roles with various global technology
leaders, such as Globallogic & HCL in India.
He holds an Engineering graduate degree from
Indian Institute of Technology, Roorkee.
Pratyush Kumar

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