Evan Ponter, Developer in Baltimore, MD, United States
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Evan Ponter

Verified Expert  in Engineering

Certified Salesforce Administrator Developer

Baltimore, MD, United States
Toptal Member Since
September 2, 2020

Evan's desire to keep an organization simple, streamlined, and maintainable by future admins has led him to be an expert on the declarative features of the platform. A deep understanding of reports, the importance of proper data modeling, and the utilization of declarative automation tools have propelled Evan to solve complex problems using clever solutions that provide the ultimate flexibility. He also contributes reporting best practices to ReportForce.blog



Preferred Environment

Salesforce Sales Cloud, Salesforce Cloud Flow, Salesforce

The most amazing...

...framework I've developed is the Deluxe Report Type paradigm that enables the most flexible custom report type configuration in Salesforce for creating reports.

Work Experience

Founder and Principal Consultant

2019 - PRESENT
Ponter Solutions (Freelance)
  • Built relationships with various clients in order to understand their Salesforce needs and built solutions to solve their most pressing pain points in a timely fashion.
  • Overhauled data architecture, automation, and reporting tools in order to streamline data analysis efforts using my Deluxe Report Type framework.
  • Developed custom Salesforce solutions to improve the user experience while providing managers with the data points they need to run the business.
Technologies: HTML, Jira, Salesforce Enterprise Edition, Data Management, Salesforce Sales Cloud, Salesforce Certified Platform App Builder, Salesforce Cloud Flow, Salesforce.com Data Loader, Salesforce Customization, JavaScript, Salesforce SOQL/SOSL, Salesforce Dataloader, Salesforce, Salesforce Lightning, Salesforce Reporting & Dashboards, Salesforce Reports


2020 - 2020
Lanvale Consulting
  • Revamped available report type options for a client and implemented a concise set of custom report types that follow the Deluxe Report Type framework.
  • Developed custom screen flow automation to streamline the input of data and the creation of dozens of detailed records in order to project revenue.
  • Crafted proposals for potential clients to address and solve their most pressing pain-points with Salesforce.
Technologies: Salesforce Enterprise Edition, Data Management, Salesforce Sales Cloud, Salesforce Certified Platform App Builder, Salesforce Cloud Flow, Data Architecture, Salesforce.com Data Loader, Salesforce Customization, JavaScript, Salesforce SOQL/SOSL, Salesforce Dataloader, Salesforce, Salesforce Lightning, Salesforce.com Administration, Salesforce Reporting & Dashboards, Salesforce Reports

CRM Product Manager

2016 - 2020
Hostelling International USA
  • Designed and implemented a consolidated technology environment on the Salesforce platform using the Non-profit Success Pack (NPSP) that allows the organization to accurately and easily identify interactions between the organization and its contacts.
  • Invested in understanding all aspects of each department's processes in order to migrate, implement, innovate, and fine-tune solutions that align with organization goals, automate rudimentary tasks, and allow for revolutionary data analysis.
  • Overhauled a Marketing Cloud implementation in order to centralize audience data, communication preferences, and messaging processes—saving the organization $20,000 in licensing costs annually.
  • Reimagined online order processing using Form Assembly and Authorize.net for multiple teams in order to deliver digital memberships instantly and deposit donations same-day—eliminating multiple hours of staff time spent on monthly reconciliations.
Technologies: HTML, Jira, Form Assembly, Salesforce Enterprise Edition, Data Management, Nonprofits, NPSP, Salesforce Certified Platform App Builder, Salesforce Cloud Flow, Data Architecture, Salesforce.com Data Loader, Salesforce Customization, SQL, JavaScript, Salesforce SOQL/SOSL, Exacttarget, Salesforce Marketing Cloud, Salesforce Dataloader, Salesforce, Salesforce Lightning, Salesforce.com Administration, Salesforce Reporting & Dashboards, Salesforce Reports, Authorize.net

Salesforce Administrator

2015 - 2016
Direct Energy Solar
  • Consulted on internal projects with business analysts, Apex developers, and business stakeholders in order to provide thorough solution design, data architecture best-practices, and recommend leading-edge declarative methods to solve critical issues.
  • Redeveloped the role hierarchy for 700+ users to closely match the hierarchy of the organization and allow for dynamic reporting based on team ownership of records as well as team-level access control for reports, approval processes, and emails.
  • Developed three dynamic dashboards that solved a massive visibility pain point for the entire 100+ user sales organization. Each user now has instant access to rich metrics relevant to them and their subordinates.
  • Empowered the sales organization to fully utilize the Salesforce1 mobile app by developing and optimizing Quick Actions for record updates that are closely tied to KPIs reflected in their dashboards.
  • Coordinated with the entire software development team to migrate a configure-price-quote (CPQ) solution from various development sandboxes into a final testing sandbox and then into production in under three hours on the night of the deployment.
  • Mastered the existing InsideSales.com call center integration in order to rebuild legacy automated call lists and bring the “time to first call” metric down from a long-standing average of 30+ minutes to just six minutes for a userbase of 40+ agents.
Technologies: Jira, Salesforce Service Cloud, Salesforce Enterprise Edition, Data Management, Salesforce Sales Cloud, Salesforce Certified Platform App Builder, Salesforce Customization, Salesforce Dataloader, Salesforce, Salesforce.com Administration, Salesforce Reporting & Dashboards, Salesforce Reports

Systems Analyst

2012 - 2015
UMBC Training Centers
  • Crafted a new position and served as the organization’s first Salesforce administrator after they had been using the platform for 6+ years.
  • Developed an exam voucher tracking process in Salesforce for the entire organization that solved numerous critical pain points for the operations team, accounting team, and executive management team.
  • Ensured the operations team has a centralized platform to store all voucher codes, their current assignments, and their previous assignments. They also have the ability to schedule exam appointments and track exam results.
  • Enabled the accounting team to accurately track voucher costs against specific course revenue and manage unassigned voucher inventory at any point in time.
  • Ensured the executive management team could track exam pass rates and show metrics for a specific course, a specific instructor, a specific version of an exam, or a combination of any of the above.
  • Implemented an integration between Salesforce and SurveyGizmo that allowed for automatic survey creation (using a hyperlink formula field) and delivery (using Email Alerts) based on Salesforce record attributes.
  • Optimized the survey questions, branching logic, and layout design of the SurveyGizmo solution alongside the company’s marketing specialist.
  • Coordinated with the marketing specialist to manage the company’s website that used a Kentico solution they had in place to automate the class schedule listing, redesign the home page, and re-categorize course data for easier navigation.
  • Exercised project management and quality assurance skills to finalize the packaging and deployment of online self-paced Blackboard courses that were being built by various instructors.
  • Coordinated all student enrollments in the company’s online self-paced Blackboard courses.
Technologies: SurveyGizmo, HTML, Salesforce Enterprise Edition, Data Management, Salesforce Customization, Salesforce, Salesforce.com Administration, Salesforce Reporting & Dashboards, Salesforce Reports

Deluxe Report Type Framework

After refining a set of best practices that I started developing in 2016, I've published a series of blog posts that detail each component of my "Deluxe Report Type" framework. I've implemented this in dozens of organizations for clients of all sizes who are all in search of the optimal configuration of Salesforce reporting tools in order to visualize and analyze the data they enter into Salesforce. Every Salesforce project has a reporting component. I am able to lean on these principals to guide decision making for data architecture, automation, and report configurations. Clients have loved how easy it is to build reports when this framework is in place because they now know where to begin and what to expect throughout the process. There's no more guess-work, no more trial-and-error. Clients are able to confidently query for conclusions in their Salesforce environment using the Deluxe Report Type framework.

Data Entry Process for A New Lease

Using Salesforce screen flows, I built a user experience for inputting basic lease details for a real estate company and utilized intricate flow logic to automate the creation of upwards of 45 records across 9 different objects in a multi-layer hierarchy based on the minimal amount of input from the user. This allows the client to track future revenue projections and transition those projections to collected revenue for each month's installment of payments related to those leases.

Automatic Task Creation Based on Record Criteria

I developed a custom object and a set of Flow automation that allows privileged end-users to control when tasks are automatically created for records in certain objects. This solution dynamically allows the user to choose from a number of objects, specify criteria that records in that object must meet, and define all aspects of the task (owner, due date, type, etc) that will be created when those records meet the criteria based on values from the record meeting the criteria. The organization has many properties that have their own needs for automatic task creation and needed a way to allow end-users to have some control over these rules while streamlining the automation logic behind the scenes. The end result achieves this goal elegantly.

Create Recurring Campaign records

Using a Salesforce screen flow, I developed a solution to allow end users to specify parameters for a recurring series of campaign records and then create those records along with any additional related records that accompany them. Robust options for monthly recurrence types included a setting for repeating on the same day of the month (e.g. the 4th of the month) or the same instance of a weekday in a month (e.g. the second Tuesday of the month, the last Thursday of the month). This solution worked in any US time zone and accounted for shifts in times due to daylight saving starting or ending (or both) throughout the course of a recurring series.

Automatic Email Drip Campaign Tracking

A non-profit company desired to automatically send emails to members who were about to expire in order to encourage them to purchase a renewal membership. I developed all aspects of the solutions used to achieve this goal: a membership data model, a digital membership delivery method, an order form, a payment gateway configuration, logic that created monthly instances of campaign records for tracking individual messages that are to be sent, logic that used report results to automatically add expiring members to the appropriate campaign record for targeting, Marketing Cloud email templates, and scheduled send configuration that targeted the members of the appropriate campaign record from Sales Cloud. The end result showed who was sent an email, who opened an email, who clicked a link in an email, and who ultimately purchased a new membership—all without any manual effort from any staff member. This solution continues to automatically send and track emails on a daily basis for this revenue stream.
2008 - 2012

Bachelor of Arts Degree in Interdisciplinary Studies

University of Maryland Baltimore County - Baltimore, MD


Salesforce Certified Data Architecture and Management Designer



Salesforce Certified Sharing and Visibility Designer



Salesforce Certified Nonprofit Cloud Consultant



Salesforce Certified Sales Cloud Consultant



Salesforce Certified Platform App Builder



Salesforce Certified Advanced Administrator



Salesforce Certified Administrator





Salesforce Sales Cloud, Salesforce Dataloader, Form Assembly, Salesforce Marketing Cloud, Jira, SurveyGizmo


Salesforce, Salesforce SOQL/SOSL




JavaScript, HTML, SQL


Salesforce Cloud Flow, Salesforce Reports, Salesforce Reporting & Dashboards, Salesforce.com Administration, Certified Salesforce Administrator, Salesforce Certified Platform App Builder, NPSP, Data Architecture, Salesforce Customization, Salesforce.com Sales Cloud Certification, Salesforce.com Data Loader, Salesforce Lightning, Salesforce Service Cloud, Nonprofits, Data Management, Salesforce Enterprise Edition, Music, Business

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