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CASE STUDY · CRM DATA MIGRATION · ENTERPRISE SOFTWARE · UNITED STATES

A $1B+ US Software Company Migrates Salesforce to Oracle Fusion CX Cloud

A leading US-based software company with more than $1 billion in annual revenue selected Syntra ETL to support its strategic migration from Salesforce to Oracle Fusion CX Cloud. Syntra ETL extracted, transformed, validated and prepared critical CRM data for the move — reconciling two very different data models while keeping the relationships across interconnected customer and sales data intact.

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$1B+

Customer annual revenue

CRM

Customer & sales data migrated

Automated

Source-to-target mapping

Full

Source-to-target reconciliation

The challenge: two CRM platforms that disagree about everything

Replacing a CRM is not like replacing a ledger. The data is relational in a way that matters commercially: a customer record connects to contacts, to open pipeline, to history, to the people who own it. Break one of those links in the move and a sales team loses its context on day one of go-live.

Salesforce and Oracle Fusion CX model that information differently. They differ in data structures, in the business rules they enforce, and in the reference values they will accept. A value that is perfectly valid in the source is simply rejected by the target, and the relationships that hold the CRM together have to be re-established on the other side rather than carried across as-is.

For a software company of this scale, the migration also had to be defensible. Sales leadership needed confidence that what arrived in Oracle CX matched what left Salesforce — which means reconciliation and traceability, not a spot check.

Challenges we solved

A Salesforce-to-Oracle CX migration is mostly a data-model translation problem, and partly a data-quality one.

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Different data structures

Source structures had to be mapped onto Oracle Fusion CX objects and fields rather than transferred directly, with the mapping captured explicitly so it could be reviewed, repeated and audited.

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Relationships across connected records

Customer and sales data is interconnected. The migration had to maintain those relationships through extraction, transformation and load, so records arrived in Oracle CX connected rather than as isolated rows.

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Conflicting business rules

The two platforms enforce different business rules. Transformations resolved those differences before the load, so records met Oracle Fusion CX requirements on arrival.

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Reference-value differences

Reference and code values valid in Salesforce are not necessarily valid in Oracle CX. These were crosswalked to approved target values as part of the transformation layer.

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Catching failures before the load

Automated pre-load validation ran against the prepared data, so structural and data-quality problems surfaced as reportable exceptions rather than as failed load jobs.

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Controlled exception handling

Exceptions were managed as a defined step with its own reporting, rather than resolved informally, giving a clear record of what was corrected, excluded or accepted.

How the migration ran

An automated pipeline with traceability maintained throughout the migration lifecycle — from the Salesforce source record to the Oracle Fusion CX target.

Salesforce→Extract→Map→Transform→Validate→Generate Oracle CX load files→Load→Exception management→Reconcile

What the platform did

The engagement used the Syntra ETL platform across the full migration lifecycle rather than for extraction alone.

Extraction

Read CRM data from the Salesforce source
Preserve relationships between connected records
Repeatable extraction across migration runs

Mapping & transformation

Automated source-to-target mapping
Structural transformation to Oracle Fusion CX objects
Business-rule reconciliation between platforms
Reference-value crosswalks

Validation

Automated pre-load validation
Data-quality checks on prepared data
Exceptions reported before loading, not after

Load preparation

Oracle Fusion CX-compatible data generation
Load-ready output rather than raw extracts

Exception management

Controlled handling of migration exceptions
Categorised exception reporting
Resolution tracked between runs

Reconciliation

Auditable source-to-target reconciliation
Traceability across the migration lifecycle
Evidence for business sign-off

The problem that defines every CRM migration: identity

Moving CRM records is straightforward. Moving the relationships between them is not, because the keys that express those relationships do not survive the move.

Salesforce record Ids — 15 vs 18 charactersSalesforce exposes both a 15-character case-sensitive Id and an 18-character case-safe version of the same key. Mixing the two, or letting a tool that upper-cases text touch the 15-character form, collapses distinct records onto one another. Extracts standardise on the 18-character Id.

Target keys are generated on insertOracle Fusion CX assigns its own identifiers when a record is created. Every Salesforce Id in every lookup field is therefore meaningless in the target the moment the record lands, which is why relationships have to be rebuilt rather than transferred.

Cross-reference mappingThe migration maintains a source-key to target-key map, populated as each object loads and consumed by every object that references it. This map is the migration — without it there is a set of disconnected records.

Original System ReferenceOracle Fusion's Trading Community model can retain a source system and source system reference against a party. Populating it keeps the Salesforce Id attached to the migrated record, so "which Salesforce account is this?" stays answerable after go-live.

Lookup vs master-detailThe two Salesforce relationship types behave differently on deletion and on ownership, and they do not map onto one target construct. Each is resolved explicitly rather than treated as a generic foreign key.

RecordTypes, picklists and validation rulesRecordType drives which picklist values and page layouts apply to a record. Values valid under one RecordType are rejected under another, so RecordType is part of the mapping key, not an attribute carried along beside it.

Load order, and why it is not negotiable

Each object can only load once everything it points at already exists and has a known target key. That constraint fixes the sequence.

1Reference and setup dataTerritories, currencies, price books, product records and the picklist values behind them. Everything downstream resolves against these.
2Accounts / organisationsThe top of the customer hierarchy, loaded before anything that references a customer. Parent-child account hierarchies are resolved in a second pass, because a parent account has no target key until it has itself been created.
3Contacts / personsEach contact resolves its account through the cross-reference map rather than through the Salesforce Id it arrived with.
4LeadsLoaded with their conversion state intact, so converted leads are not re-presented to sales as open work on day one.
5Opportunities and revenue linesResolved against both the account and the owning user. Sales stage and close date drive forecasting in the target, so their mapping is validated rather than assumed.
6Activities and historyTasks, appointments and notes, each resolving to a parent that now exists.
7Ownership and accessRecord owners map to target users; where a Salesforce owner has no counterpart, the fallback is an explicit decision, because owner drives visibility.
8Relationship verificationA pass that confirms the rebuilt relationships match the source — the check that distinguishes a migrated CRM from a set of imported rows.

Record counts alone will not catch the failure mode that matters here. A migration can load every account and every contact and still be wrong if the contacts hang off the wrong accounts, which is why reconciliation covers relationships and not only volumes.

Which Syntra products did the work

One platform, three products, each doing a distinct job on the same programme.

DataMove

Salesforce extraction, mapping, transformation, validation and Oracle Fusion CX load preparation.

DataVault

Source-to-target reconciliation and migration lineage, providing the audit trail behind sign-off.

DataLens

Visibility over records processed, validation exceptions and reconciliation status through the migration.

Key outcomes

What the migration delivered for the business.

✓Successful migration from Salesforce to Oracle Fusion CX Cloud.

✓Reduced manual migration effort through automated mapping and transformation.

✓Improved data quality via automated pre-load validations.

✓Controlled handling of migration exceptions rather than ad-hoc correction.

✓Auditable source-to-target reconciliation supporting business sign-off.

✓Traceability maintained throughout the migration lifecycle.

Oracle Fusion migrationERP, HCM, SCM and CX data Cross-platform migrationBetween any two vendors Oracle data solutionsThe full Oracle estate DataMoveExtraction, transformation and load Migration reconciliationSource-to-target evidence Enterprise data integrationOngoing data movement

Frequently asked questions

Can Syntra ETL migrate Salesforce data to Oracle Fusion CX?

Yes. This engagement covered extraction from Salesforce, automated source-to-target mapping, transformation to Oracle Fusion CX structures, pre-load validation, Oracle-compatible data generation, exception management and source-to-target reconciliation.

What makes a Salesforce to Oracle CX migration difficult?

The two platforms differ in data structures, business rules and reference values, and CRM data is heavily interconnected. The work is translating one model into the other while keeping the relationships between customer and sales records intact.

How is CRM data validated before loading into Oracle Fusion CX?

Automated validations run against the prepared data before the load, so structural and data-quality issues are raised as reportable exceptions instead of surfacing as failed load jobs in the target.

How do you prove the CRM migration was complete?

Through source-to-target reconciliation and traceability maintained across the migration lifecycle, which gives an auditable basis for business sign-off rather than a sample check.

Does this approach work for other CRM migrations?

The same pipeline applies to other cross-platform CRM moves. The platform-specific work is the mapping, transformation and reference-value crosswalks between the particular source and target.

How are Salesforce relationships preserved when migrating to Oracle Fusion CX?

Through a cross-reference map from Salesforce record Id to the target key Oracle generates on insert. Objects load in dependency order and each one resolves its parents through that map. Where it is useful to keep the link visible afterwards, the Salesforce Id is retained against the migrated record as a source system reference.

Why does the 15 vs 18 character Salesforce Id matter in a migration?

The 15-character Id is case-sensitive and the 18-character Id is not. If the two forms are mixed, or a process changes the case of a 15-character Id, records that are distinct in Salesforce can collapse onto each other in the target. Extracts standardise on the 18-character form.

What order should CRM objects be migrated in?

Reference and setup data, then accounts, then contacts, then leads, then opportunities and revenue lines, then activities, then ownership. Account hierarchies and any self-referencing relationship are resolved in a second pass once the target keys exist.

How do you prove a CRM migration is correct?

Counts are necessary but not sufficient. Reconciliation also verifies that the rebuilt relationships match the source — that contacts sit under the right accounts and opportunities under the right customers — because a migration can be numerically complete and commercially useless.