Welcome to Inside the Salesforce Ecosystem, where we dive deep with the experts, leaders, and innovators shaping the future of Salesforce. In each episode, we explore the unique journeys, challenges, and insights of those making an impact in the ecosystem.
Today, we’re joined by Jean-Se Dorais, founder & CEO of 21 Knots. With over 20 years of experience in IT and a passion for helping businesses grow, Jean-Se launched 21 Knots to empower makers and creators by leveraging the power of Salesforce. He’s a 7x Salesforce Certified consultant and a firm believer that technology should exceed customer expectations.
Jean-Se, welcome to the podcast!
Q: Can you introduce yourself and tell us about your role as founder & CEO of 21 Knots?
Jean-Se: I wear many hats, as most founders do. From strategy to hands-on consulting to solution design. My job really is to help creative and mission-driven businesses get the most out of Salesforce by making it feel less like software and more like a trusted teammate.
21 Knots is kind of my way of blending technology with empathy. Ensuring that our clients not only implement great tools but actually use them to scale, connect, and thrive.
The name 21 Knots comes from sailing. It’s a fast clip, but one that requires skill and control. And that idea of moving quickly and confidently really guides everything that we do.
Q: What led you to start 21 Knots in 2020? What gap did you see in the market that you wanted to potentially fill?
Jean-Se: As everybody is aware, 2020 was a time of tremendous upheaval. And what I saw was that small and mid-sized businesses were getting left behind in the digital transformation wave.
Large consultancies were out of reach—too rigid or expensive. I saw a need for partners who could meet these businesses where they were and move fast with heart.
21 Knots was built to fill that gap: providing enterprise-level solutions with the agility and empathy that smaller teams need.
Q: What initially drew you to Salesforce, and what made you decide to build a business around it?
Jean-Se: Salesforce was different. It wasn’t just about databases and backend plumbing. I had worked with another large platform before, but Salesforce let me build flexible, human-centered solutions with a smaller team.
The platform is endlessly flexible. And I saw the potential to build deeply customized solutions without really needing a massive development team, which I didn’t have at the time.
An early project transformed the way a nonprofit engages with donors. And that was a lightbulb moment for me. I realized I could use this platform not just to manage data but to help organizations really communicate better, work smarter, and grow. That’s why 21 Knots is really Salesforce first. And it lets us be creative problem solvers.
Q: What are some of the biggest challenges you see businesses facing when trying to connect with their customers?
Jean-Se: One major challenge is fragmentation. They’ve got information all over the place. I see teams using spreadsheets, emails, and even sticky notes. It makes it hard to see the full picture of a customer relationship.
Another issue is process inconsistencies. Without a clear flow, things fall through the cracks. And finally, teams often lack insight—they’re doing the work but can’t measure what’s working. That’s where Salesforce can really bring everything together and drive smarter decisions.
Q: How do you help clients scale while improving customer relationships?
Jean-Se: We really focus on three pillars: simplify, customize, and automate.
First, we simplify the experience so that users actually enjoy being in Salesforce. And then we tailor it to the unique way each business operates. Finally, we automate the repetitive stuff to free up time that matters, whether it’s onboarding a new client, following up on a sale, or generating a proposal, which is where PDF Butler comes in for us.
We make sure it’s easy, fast, and trackable. And Salesforce is a powerhouse, but it can also be overwhelming. Our job is really to make it work for you and not the other way around.
Q: You’re 7x Salesforce Certified—how has that journey been, and what advice do you have for those looking to get certified?
Jean-Se: For me, it was all about learning and just, you know, I love just pushing the boundaries and, and staying, staying on top of technology. So, the certification process has been both challenging and rewarding for me.
Each certification has really deepened my understanding of the platform, obviously, and expanded the kinds of problems I can solve.
My advice? Use certification as a learning tool, not just a checkbox. Pick the certification that aligns with what you’re working on and make it hands-on. I mean, Trailhead is great, but nothing beats real-life scenarios. And maybe other piece of advice is don’t do it alone. There are study groups, and mentors make a big difference. The Salesforce ecosystem is great for that.
Q: As a Salesforce Partner, how do you approach working with ISVs to bring more value to your customers?
Jean-Se: We see ISVs as an extension of our team. PDF Butler, for example, brings polish and efficiency to document generation, which we love. And that’s often kind of the final mile in a customer journey, whether it be a proposal, as I talked about a quota proposal, or a contract, or even a confirmation.
We integrated seamlessly so that the experience feels cohesive and professional. We don’t just, you know, drop the app and walk away.
We design the templates, we train the users, and we ensure it becomes a really natural part of their workflow. With partners such as yours, your partnership, we were able to deliver that last 10% that makes everything feel premium in the eyes of the customer.
Q: When you’re not working, how do you like to spend your time? Any hobbies or passions outside of work?
Jean-Se: When I’m not at my desk, I’m usually out actually on the water. I love sailing. As I’ve said, it’s, you know, actually where the name 21 Knots came from.
It’s really not just a hobby for me. It’s a mindset. I love navigating changing conditions, adjusting sails, and knowing when to push and when to pause. And I think it applies to our business too. Additionally, I’m also into hi-fi audio and jazz, and I follow Formula 1. Go, Lewis!
Rapid-fire Questions
- Admin or Developer? Admin.
- Trailhead or Hands-on Experience? Trailhead. I mean, hands-on experience is amazing, but you have to start somewhere.
- Lightning or Classic? Lightning.
- Small Business or Enterprise Clients? Small businesses! They’re great to work with.
- Work from Home or Office? Work from home. I’m going to say that’s how it’s better off. We’re slowly transitioning, but work from home for now.
