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New World of Marketing &Sales Alignment

Todd Forsythe

© 2010 Marketo, Inc. Marketo Proprietary and Confidential

Safe Harbor

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The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended April 30, 2010. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

Under Rapid Change There IsOne Constant:

Sales & Marketing:1+1=3

2009: Social Networking Surpasses Email

Email Users

Social Networking Users

Social Networking Users Surpass Email Users on 7/09

Source: Morgan Stanley Internet Mobile Report, December 2009Data is for unique, monthly users of social networking and email usage.

Broad Change in Internet Usage

Top Internet Use Cases

Search

Source: Morgan Stanley Internet Mobile Report, December 2009

6/06 9/06 12/063/07 6/07 9/07 12/07

3/08 6/08 9/08 12/083/09 6/09 9/09

Next Generation Devices Changing How We Access the Internet

2005 2006 2007 2008 2009E 2010E 2011E 2012E 2013E

Desktop

Smartphones

Notebook PCs

Source: Morgan Stanley Internet Mobile Report, December 2009

Device Shipments

1300% 1700% 400%

69%Vi

deos

Vide

os V

iew

s

Con

tact

Our Game has changed

TraditionalMarketing Social Media

33%

Lead

s

And we are delivering more to sales

Our Imperative:

Marketing & SalesAlignment

Traditional marketing model…outdated & one way

why is sales at endof the process?

Salesforce marketing: conversation centric

WebsiteEvents

Demand generationLead management

CustomersBloggers

Twitter/FacebookAnalysts

PressLaunch events

Salesforce communitiesSalesforce Ideas, Blogs & Answers

Twitter/Facebook

& Sales

Facilitate dialog between sales and marketing thru process

All marketing/sales apps on one platform

PR/ARManagement

Campaign Management,Workflow Management

BudgetingSFA

CommunityManagement

& Sales

Enables deep insight across the marketing mix

Reports Dashboards

Ad Hoc AnalysisCollaboration

Real Time Full Marketing Mix Deep Into SalesRespond to fluid online environment and budget changes, support sales in deal process

The Secret to Success: Real-Time Partnership

For Marketers…

VisibilityFor Reps...

Productivity

Real-time MarketingReal-time HistoryReal-time Access to contentReal-time CollaborationReal-time Analytics

Real-time MarketingReal-time AnalyticsReal-time OptimizationReal-time FlexibilityReal-time Collaboration

Know Your Sales & Marketing Model

Relationship Marketing Model

Transactional Marketing Model

Marketing

Sales

Marketing

Sa

les

Buy Cycle

Buy Cycle

Different TacticsFor Different Markets

TOUCHTactics

REACHTactics

Enterprise (Geo & Industries)

GB & MM(General Business& MidMarket)

SB & VSB(Very / Small Business)

1,000+ employees

56+ employees

Sales & Marketing Alignment

EventsAccount TargetingCompetitive TakedownsThought LeadershipPartners

Targeted Demand GenerationSEMDisplay adsContent syndication

Yes, marketing ISa route to market

RevenuePipeline Deal size & segment mix

4 Horseman Accountability

Sales Inside Sales

Alliances Marketing

Your dashboardsmust allow you to talk to sales?

<demo>

Marketing tactics mustengage the selling process

Segmentation/lists – Hand selected with sales

Broad BasedAwareness

Top 2000Accounts, Personalized

Top 100Hand-to-Hand Combat

DisplayTargeted Lists

Hand selected competitive accountsCustom built, cleansed lists

Migration offers

Solo emails are a dead end!

Emails intimately triggered by sales interaction thrujourney’s

Audience

Behavior

BuyingProcess

Interest

NeverEnding

DeterminesLead Flow

You need an end-to-end marketing and sales process

Marketing Manager

Tier 1 Sales: Sales Reps or Inside Sales

Tier 2 Sales: Account Executives or Field Sales

Management Reports & Dashboards

Campaigns Leads

Qualified?

yes

Lead Management

Lead Capture Mechanisms• Online Registration Forms• Import Lists From Excel• Manually Enter Business Cards

no

Sample Routing Rules• Territory Based Routing• Product Based Routing• Pick Off Queues• Manual Assignment of Leads

Win?

Opportunity ManagementLead Generation

Campaign Effectiveness

& ROI

Accounts

no

yes

Opportunities

Sales Process Map, Campaign to CustomerTwo tier sales process typically found in high volume B2B sales organizations where marketing campaigns generate leads, a tier one team qualifies leads to pass on to a tier two sales team that manages the sales cycle.

Types of Campaigns• Email Campaigns• Advertising• Direct Mail• Trade Shows

Sample Qualification Questions• Current Situation• Pains• Opportunity Size• Timeframe• Budget• Decision Maker• Main Competitor

Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest.

Common Reasons for Duplicate Leads• Bogus info• Duplicate lead• Current customer• New contact, current opportunity

Salesforce.com Tabs

Lead Source Lead Status Closed

Business

Qualify LeadLead Assignment

Archived

Leads

Check for Duplicates

Sample Lead Status• Open: Followed up on within 48 hours• Working: Day 1 through day 30• Developing: Scheduled follow up beyond 30 days• Archive: Non-responsive or No Current Interest

Work Lead & Adjust Lead Status

Opportunity Pipeline

Competitive Win/ Lose

Sample Sales Stages• Lead• Needs Analysis• Confirmed• Objection Handling• Selected • Negotiating• Closed/Won• Closed/Lost

Sales Cycle

Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest.

Archived

Opportunities

The lead is converted into an opportunity with an associated contact and account. Often the lead will be handed off to the tier 2 sales person to work it through the sales cycle.

Lead Conversion

Lead QualityLead Type

Neglected Leads

Marketing Campaign

Lead Capture

Active Customer

Account becomes an active customer.

Lead Conversion

Contacts

Back To Journey

Medium is the message

8 Role-Based Emails

Turned email into Chatter FeedsWith Real Customers

+45% Response Increase

Web optimizationIs based on sales

Homepage optimization – 4 areas of focusBased on pipeline and conversion to sales

1. Navigation

2. Banner 3. CTA

4. Product module

Internal social mediaaligns sales and marketing

Interact Globally

Share Presentations

Collaborate With Dashboards

Visibility Into Workflow

Help Sales Close Deals

Communicate With Team

Follow Campaign Performance

Marketing Collaboration With Chatter

Get ready for a customer visit!

“Sales can engage me for a customer presentation and a colleague in Europe can send me their pitch in real time!”

Turn your marketing intothe sales pitch

a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaksAssumptions

6,000 video views a day = 35 hyper-efficient reps

39%

46%

14%

Where is Video Being Consumed?

Over 1000 Videos In Our Library

And the cornerstone:Extreme Events

Single best tool to engage customers and sales

80k+ attendees and counting

Extend your events by600% with online streaming video

Map Your EventStrategy To Your Audience

CIO

VP IT

VP L.O.B.

Developers

Small Medium Large

DevCon

Cloudforce

Dreamforce

Most Demand Gen = Organic & Sales Driven

CRM Essentials

Engage Sales Across

Every Tactic

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Thank You!

© 2010 Marketo, Inc. Marketo Proprietary and Confidential