Business Analysis for Admins at Dreamforce


This year at Dreamforce we’re organizing a brand new area within the Admin Meadow focused completely on Business Analysis and Process Automation. It’s called the Automation Station, and we’re excited to offer this new experience!

Why Automation Station? Business analysis is a core #AwesomeAdmin skill. It’s the number 1 skill most frequently requested by employers for Salesforce Administrators. And, we continue to see huge demand from the community for business process content.

How it Will Work

Automation Station will feature a smaller but highly interactive theater setup. We will be running short 20 minute presentations throughout the four days.

We will work through four different themes, each one building on the past one. However, you can stop by at any time and jump right into the content and learn valuable new skills!

Over the course of the four days of Dreamforce, the Automation Station will work through four themes.

Tuesday: Discovery. Learn how to ask the right questions and gather info so you can begin to truly analyze your business. Presentations will rotate between know your business, be your users, connect to your stakeholders, and create a vision.

Wednesday: Process Mapping. Learn from expert process mappers who will take a real scenario and map it out LIVE using a whiteboard and a free online tool called Elements. Get basic methodologies to take home and identify where to use Salesforce features to help automate your business.

Thursday: Automation Tools. Learn how to use Salesforce features like process builder, flow, and approvals to automate your business processes. Live demos from product experts!

Friday: Use Cases. Learn how real-life Salesforce Admins have done business analysis in their companies, including demos of what they have built in Salesforce.

Content Experts

It wouldn’t be an Admin presentation if it weren’t run by our Awesome Admins! We have some amazing business process experts lined up to share their knowledge. Let us introduce you to a few of our process mapping experts who have been working hard to bring this to life for the Admin community.

Ian Gotts, @iangotts
CEO, Elements: free process mapping app for Salesforce
Ian is founder and CEO of Q9 Elements a business process and performance management software company. He was founder and CEO of Nimbus for 15 years, which was bought by TIBCO Software. Prior to that, he was at Accenture for 12 years as Associate Partner responsible for large-scale, high-risk transformation projects. Ian is a process mapping master.
Elements is a business analysis app designed to support #AwesomeAdmins. 100% cloud, it is tightly integrated into Salesforce. Use the free core capabilities to capture business processes and embed them inside objects, with single sign-on.


Ben Bolopue, @sfdcgeek
CRM Administrator,
Ben first logged into SFDC back in November of 2011 and have been his company’s Admin since. He’s spent much of his career as a Continuous Improvement (CI) Coordinator for Operations, mastering various CI methodologies in order to enhance the efficiency of various manufacturing processes. Ben is passionate about process analysis: “After all, when it comes right down to it, it doesn’t matter if you’re nurturing Leads, working an Opportunity, facilitating the closure of a Case or running a widget making machine in a factory. Everything’s a part of a process.”


Squire Kershner, @skershner__c
Salesforce Platform Lead, Baird
After fifteen years in various IT-based roles, Squire took on the role of Salesforce Administrator, and that moment has set him on a career path that he absolutely loves. He is dedicated to improving processes and solving problems with Salesforce. He says, “The best part of my day is when I am asked a question that I can’t answer, because that means I get to add more Salesforce knowledge to my brain-vault.”


Automation Station isn’t a breakout session. It’s not a theater session. It’s a place to participate, interact, and have a blast!

There will be:

  • Worksheets
  • Props
  • Role playing
  • Live process mapping, scenarios picked by YOU!


Can I enroll for this in Agenda Builder? No, you cannot sign up ahead of time.
Where will it be? In the Admin Meadow! Moscone West, 1st floor
Can I find the resources online? Yes and no. Unfortunately, we will not be recording these sessions. However, there are tools available to access online, all of which you will be able to find in the Automation Station Success Community group.

You won’t find this content or experience anywhere else on the Dreamforce Campus, so make sure you come visit us in the Admin Meadow in Moscone West. We hope to see you next week at the Automation Station!

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