Escalation alerts allow users to build notification rules for both primary and custom entities. Escalation rules may include a few requirements that cause alerts via email or on-screen messages. Escalation rules are typically more complex than notifications, and they can be used inside or outside of a workflow. In general, escalation rules are used to generate notifications of more than five conditions or a complex trigger SQL clause. If one or more of the conditions are met, or the clause is activated, a message is displayed on screen or sent via email, values are changed, or SQL is run.