Phillip at Handshake, who manages business systems for the Employer (B2B side) sales team, shares his technique for building complex Salesforce objects with SQL to streamline analytics. The company was tracking Opportunities but wanted to track the full customer journey through their sales funnel, starting from the first interaction with the sales team or qualifying as an MQL. They built a new Customer Journey custom object to log important milestones in this lifecycle, using Census to construct the records nightly with a SQL query to their data warehouse. This approach allowed them to simplify the process and avoid complex Apex scripts, while still gaining valuable insights into prospect interactions and pipeline health indicators.