Driving Sales Success as an ISV

Michelle Paitich, Salesforce, Senior Manager, Partner Success @michellepaitich

Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, 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, the outcome of any litigation, risks associated with completed and any 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-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures 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 presentations, 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.

Who do we have in the audience?

Current Salesforce Partner

in market

-  How can Salesforce help me grow?

Current Salesforce Partner

not yet in market

-  How can Salesforce help me get to market faster?

Potential Salesforce Partner

possibly in market

- What does the Partner Program do for me? How is it different?

Scott Berg VP of Sales @scottbergmail

John Stewart Bob Smith CEO @CloudbiltApps

CEO @_Channelinsight

Meet the Speakers

Session Agenda

•  What is the Accelerator Program?

•  Pro tips from the veterans

•  Accelerator Program – how Salesforce can enable your team

•  Next Steps; Q&A

The Accelerator Program helps partners grow

•  Tools, resources, best practices, metrics, mentorship •  Scale faster

•  Exceed revenue goals •  Greater brand awareness

•  Better program alignment

Because when our partners succeed, we succeed!

Challenged

Your Goal: Improve Attractiveness

Positioned

Your Goal: Stay on Target

Aspiring Your Goal: Gain Competitive Advantage

Promising Your Goal: Improve Ability to Execute

Attractiveness of Opportunity

Abi

lity

to E

xecu

te

Our goal is to enable partners for success

Scott Berg VP of Sales, ServiceMax

@scottbergmail

Focus on your value proposition and go to market

•  AppExchange leads don’t fall from the sky

•  Define a target market and solution that benefits from the Force.com and/or CRM capability

•  Identify and address a valuable “white space” in CRM

•  Market and sell it like you built it all yourself

ServiceMax is rethinking field service and delivering on the promise of cloud and mobile software, powering a new era of field service experiences for their customers' customers.

Value Prop: Companies need to have profitable after-market service businesses.

Looking for ways to maximize long-term customer value and retention through innovative service offerings.

Target Market: Small to large OEM manufactures and service providers.

White Space: No one extending CRM beyond call center into “Field Service”.

Go To Market: Direct marketing and selling with emphasis on outbound opportunity creation.

Define your key sales drivers early and often

•  Early in Salesforce relationship •  Build things to distribute through App Exchange •  Technical Evangelists support your app development strategy

•  Mid-cycle •  Co-selling and lead referral •  ISV platform capability for sustaining larger application

•  OEM licensing for independent solutions

•  Mature •  ISV Force: Packing, License Mgt, Order Processing

•  Independent revenue share licensing

Evolution of your Salesforce partnership

•  Results •  100% annual sales growth for 5 years •  Top 10 ISV revenue contributor

•  Robust SI partner eco system (Deloitte, Accenture, Etherios, Accumen)

•  Enhancing value of Salesforce.com solutions to global customers

•  Impact of ISV Program on ServiceMax •  Enterprise grade solution for the world’s largest companies •  Global ready technology (SLA, Privacy, BCP)

•  20 certified implementation partners (US, EMEA, APAC)

•  Focus on leading business features, not infrastructure

After your value proposition is built

John Stewart CEO, Cloudbilt

@CloudbiltApps

Evolving a Services Company into a Software Company

Formed as a services company named Saber Solutions, Cloudbilt has been working on the Salesforce platform since 2009. Re-branded in May of 2013, our focus has shifted entirely to ISV App’s on the AppExchange. Cloudbilt became a Force.com Reseller in 2009 and an ISV partner in October of 2011.

2009 2010 2011 2012 2013 2014

August 28, 2009 – Founded Saber Solutions

December 1, 2011 – first App is released

September 2009 –Became a Force.com

Reseller

January 4, 2010 – Hired first employee

FY2014 – Budgeted at 45 Employees -$500K in hard Marketing $

April 2013 – Hired EVP of Sales

Sept/Oct 2013 – Hired 2nd Outside

Enterprise Rep

May 2013 –Participated in Accelerator Program

May 2012 – Hired and Built out

Marketing

July 2012- Hired VP of Inside

Sales

September 2012 – Hired/Built out Inside Sales

Evolve from a services to a software company

•  Build out Marketing: 3 months before hiring inside sales people •  Arm your Sales people

•  Identify Positioning, Messaging, Use Cases, Collateral, Lead Capture Mechanisms, First Call Deck, buy call lists, set up email marketing, etc.

•  Hire Sales Leadership: 3 months before hiring inside sales people •  The single most important hire you will make

–  Hire a rolodex: Not just potential customer but potential sales people too

•  Work with Marketing, Establish the sales approach, develop metrics, figure out the elevator pitch, refine the value proposition, etc.

How to sell like a software company

•  Hire and Train an inside Sales Team: 6 to 12 months •  Identify the perfect inside sales rep for your business model. Hire to the profile

–  Establish realistic goals for your first sales team; Do not set them up for failure

•  Test, Refine, Adapt –  Messaging, Pitch, Product Features, Price Point, Support, etc

•  Hire Enterprise Reps: 12 months after building out inside team •  Do not be cheap: Nothing is more expensive then a “Bargain” Enterprise Sales Rep.

–  Hint: The good ones have jobs.

•  Pair them inside reps

Leverage your friendly neighborhood ISV team •  Cloudbilt’s ISV Team

•  Alix Douglas, Nivi Gill, & Shannon Schupbach

•  Cloudbilt Participated in the Accelerator Program •  ISV Team helped us with our messaging for the Website Re-Launch

•  Offered feedback and guidance on our Brand Development Exercise

•  Take Advantage of the Opportunities Offered •  AppExchange Placement Program

•  Offer your software for free in conjunction with the Salesforce foundation to Non-Profits

•  If you are offered a paid sponsorship spot at a user group meeting, take it

•  Dreamforce is a must and participate as a sponsor in as many CCT’s as you can afford

Bob Smith CEO, Channelinsight

@_Channelinsight

Focus your assets to build momentum

•  We call this – All In With Salesforce •  Sales

•  Marketing •  Technology

Channelinsight delivers the only Cloud Channel Sales Management Solution for sales professionals that provides visibility into the channel for companies who want to see and manage their channel business the same way they manage their direct business through their CRM

Build brand awareness and name recognition

•  Always work with the direct Salesforce AEs •  Chatter – broadcast deal wins and information! •  Salesforce ISV team

•  Focusing sales and resources •  Leverage Salesforce resources – Accelerator, App Academy, etc.

•  Leveraging these resources has impact our your success?

•  Understanding how to work with Salesforce •  Marketing

•  AppEx

•  ISV Accelerator Program

•  Salesforce AEs & RVPs

•  Generating Revenue for Both

Closing the Gaps

•  Always reach out and work with the Direct Salesforce AE •  Have your AEs build a rapport with the Direct Salesforce AE

•  Leverage advice from Marketing & ISV Sales Teams

•  Make whatever you do important to your Salesforce ISV AE

•  Using Salesforce’s Accelerator Program forces focus! •  Your message

•  How to get to Salesforce customers and prospects

•  How to generate more business for both

Results today – All in with Salesforce!

•  Roughly $2m of ISV sales in FY2014

•  All deals worked jointly with Salesforce

•  Continued growing closeness of relationship at all levels

Future •  Continued adoption of technologies

•  Force.com

•  Analytics

•  Communities

•  Further Sales!

Accelerator Program How Salesforce enables your team

  Partner and Salesforce are executing deliverables in documented Partner Success Plan in a timely manner   COLLATERAL - eBook and/or Whitepapers   partner has a defined customer education program   Defined metrics (KPIs) to measure partnership success are compelling, documented and aligned at exec level   COLLATERAL - Product brochures, others   ISVForce PARTNER - Aware of end customers SFDC start and end dates   Milestones, action items, target dates and owners are defined and reviewed regularly   PRESENTATIONS - First Call Deck - Customer   Documented product development plan & roadmap; Architecture/marketechure diagram   Partnership has right share of mind, cadence, and engagement amongst both exec tables   PRESENTATIONS - First Call Deck - SFDC AE   Certified trained technical resources on staff or using a PDO   Salesforce AE understands how the partners leverages the Salesforce platform and its plans for future releases   PRESENTATIONS - First Call Deck - Partner AE   TE has reviewed partner solution (1)   Partner and Salesforce are jointly planning partner product roadmap using Salesforce roadmap and releases   TOOLS - ROI calculator   Product or product roadmap addresses the 6 critical elements of connected apps   How the product should/could be sold has been discussed, refined, tested and agreed upon   TOOLS - other lead generation tools   TE has monthly cadence calls with partner techincal lead   Awareness of the product and generating pipeline is continuously improving   SEO   TE has understanding of ISV roadmap   Partner is appropriately engaged without frustration or fatigue   SEM   SFDC has presented roadmap to ISV   Both sides are connected and continue to find ways to collaborate beyond the ISV sales function   Retargeting   TE has documented technical plan for adopting new SFDC technology   Both sides executing against the partner success plan on a quarterly basis   Analytics (Radian 6 and/or other web analytics engines)   Address and resolve any outstanding architecture issues identified   Salesforce continues improving its ability to enable the partner to be successful in market   YouTube/Video   ISV has formal pre-release testing process for both new releases of the ISV app and for SFDC   There are no operational roadblocks that get in the way, or the roadblocks that previously existed are waning   Social (Facebook, Twitter, others)   Security Review did not have major issues that need to be addressed   Tracking pipeline is accurate and/or improving   Lead to pipe ratio   Clear, succinct value proposition for SFDC AEs (list in discussion notes)   Forecasting ACV is accurate and/or improving   Pipe to close ratio   Clear, succinct value proposition for customers (list in discussion notes)   Documented sales plan (Target # of leads/close rates, lead mgmt for lead-2-oppty close)   Primary source of leads are successful   Solution is visionary, innovative, and/or disruptive   Dedicated/designated partner sales team   PR - Strong PR activities that drive partner and app   Solution solves a critical business challenge in their target market   De-brief on won/lost deals; understand why deals are stalled/lost   PR - Key placements in trade publications and other key media sources   Significant market opportunity with target % of market share identified   External Chatter group with active partner manager   AR - Key placement in Analyst reports and or quadrants   Documented target market and economic buyer documented (list in discussion notes)   Ongoing sales enablement (training, campaigns, badges, motivation)   AR - Regular connections with key analyst organizations   Market-competitive and clearly differentiated from others in the market   Experienced, established sales team with field and inside AEs   SFDC EVENTS - Participation in CCT events   Competitive pricing/pricing thresholds based on avg. deal size   SEs aligned with the sales team   SFDC EVENTS - Participation in Dreamforce   END CUSTOMERS: partners pricing structure is easy to understand   Lead-to-close-to-implementation rates are appropriate for the app and industry type   SFDC EVENTS - Participation in other events (SKO, ad hoc events)   Pricing is logical and related discounts are justified   Accelerating revenue   PARTNER EVENTS - user conferences that highlight partner app   Regular cadence with engaged partner exec team   Exploring additional programs within Salesforce (Chatter, Heroku, Chatter Communities) to help partner sell   PARTNER EVENTS - in-person customer events (regional, sporting, etc)   Strong SFDC exec visbility, support, engagement   Partner is obtaining and managing leads on their own   PARTNER EVENTS - webinars to new oppys and/or existing customers   Appropriate partner budget for this initiative   Partner is obtaining and managing leads from Salesforce (AppExchange and AEs)   INDUSTRY EVENTS - strong presence of partner app at Industry events   Regular SFDC cadence calls that include success plan and detailed pipeline review   Documented marketing and awareness plan aligned to the sales strategy/target market; Dedicated marketing team   PARTNER AE - Training plan for partner sales teams   Cadence call agenda; detailed mtg notes sent after each call with mgmt copied   Listed publicly on AppExchange   PARTNER AE - Internal awareness activities for partner sales teams   ISV PARTNER - partner is transacting on the channel order application   Customized, well managed trial experience; branded TrialForce w/ automated email upon registration   PARTNER SE - Technical/demo training (demo org, scripts, platform training)   ISV PARTNER - no issues with placing orders in a timely manner

  Collateral (website, datasheets, first call deck, etc.) reviewed and GTM ready   SFDC AE - Ongoing SFDC AE training   ISV PARTNER - submitting cancellations or reduction orders at the appropriately time   Clear voice that connects with Salesforce audiences   SFDC SE - Ongoing SFDC SE training (demo training, demo org)   END CUSTOMERS - solution is easy to buy from the partner   Vertical-specific messaging *optional*   Sales Tools - Getting started guides, FAQ, other tools   END CUSTOMERS - the sales cycle is simple and clear to end customers   WEBSITE - presence on company homepage   Documented customer success stories for each won deal   partner schedules no more than '5' calls a month   WEBSITE - product-specific page   Detailed, clear, impactful customer success plan; no (or few) red accounts   the partner's support issues have been resolved in a timely manner   WEBSITE - campaign landing page   partner has completed Call1 and Call 2 with their POM   the most common issues have been resolved (no ongoing issues)   VIDEOS - Demo video   partner has no red accounts   Partner works with AE on successful deal structure   VIDEOS - Company overview   a team exists to support red accounts and big customer issues   Ensuring all licensing aligns with the technical requirements of the Partner's solution   VIDEOS - Customer success stories   partner has clearly defined implementation/onboarding plan   Economics of any deal generate an equitable share of return for both parties   COLLATERAL - Data sheet   current implemenation experience is seamless and timely   Partner has defined MSA/SLAs

  Partner is communicating a need for a one-time discount in a timely manner

The Accelerator Program provides a success framework

The framework is summarized in 8 key drivers

Sales & Distribution Marketing

Management Team Customer Success Technology Price

Idea Market Opportunity

Today, we’ve focused on 4 areas to drive success

Sales & Distribution Marketing

Management Team Customer Success Technology Price

Idea Market Opportunity

We’ve covered a handful of these items today

Sales & Distribution Marketing Idea Market Opportunity

  Build clear value proposition

  Identify target market

  Fill the white space

 Create lead gen. strategy

  Arm your sales team

 Hire a closer and build sales team

 Understand sales process/cycle/cost

Gain input on value props for every customer type

 For (target customer)

 Who (statement of needs)  The (product) is a (category)

 That (state key benefits)

 Unlike (competitors)

 Our product (differentiators)

Idea

  Input on value prop and target market

Help with customer discovery and market validation

Identify Your Target Market

Customer Discovery And Validation

Differentiate Yourself Against the Competition

Convert Existing Customer Base

Market Opportunity

 Market validation  Customer

validation

Go-to-market best practices and lead gen. feedback

Integrated    Campaign  Strategy  Social  Media  

White  Papers  

Website  

Adver;sing  

Partnerships  

Digital  PR  

Events  

Marketing

 Newsletters  Collateral review  Co-marketing

Framework for incentive compensation and training Sales & Distribution

  Sales incentives  Customer Chatter

Group   Introductions

Next steps during Dreamforce

What to do when you walk out that door

Log into the Partner Portal

Meet partners at Dreamforce – head to the AppExchange Partner Zone!

Join the Accelerator Program: contact your ISV AE or mpaitich@salesforce.com

Michelle Paitich

Senior Manager, Partner Success,

@michellepaitich

Scott Berg

VP of Sales @scottbergmail

John Stewart Bob Smith

CEO @CloudbiltApps

CEO @_Channelinsight

More Information about Partner Resources at Dreamforce

  News   Alerts!   APP Academy   Topics (A-Z)   Links   FAQ

http://p.force.com/ISV

Partner Portal

Follow Us on Social Media

Twitter.com/partnerforce Slideshare.net/partnerforce

Facebook.com/Salesforcepartners

http://p.force.com/socialmedia

youtube.com/partnerforce

Check out The Business App Blog

http://p.force.com/blog

  How To’s

  Technical Best Practices

  Sales Tips

  Marketing Insights

  Thought Leadership

  Industry Trends

  Recommendations

  Program Updates

Cloud Alliance Zone

Mobile Showcase Expert Bar & Community Lounge

Photobooth

Get Inspired Get Tools Build Your Network

Visit the Partner Team in Moscone West - 3rd Floor AppExchange Partner Zone

Ready to Partner with Salesforce.com? APP Academy: Getting Started as an ISV Architect & Design Your Commercial App Design Patterns: ISV Recipes for Success Connected Apps: Design Options Interoperability: Combine Forces Mobile for ISV’s (Part 1): Strategy Avoid Growing Pains: Scale Your App

Mobile for ISV’s (Part 2): Develop Next Generation UX for Commercial App An Insider’s Guide to Security Review

Distribute & License Your App Manage Your Business. . .

AppExchange Marketing Playbook: Build Your Brand AppExchange Marketing Playbook: Generate Demand Driving Sales Success as an ISV Partner Meet the Power Brokers: VC Panel

Support Your Customers ISV Roadmap

Build Distribute Support Sell Plan

Follow sessions and join the Partner Success Group on

Emerging Technology: - Heroku - Salesforce Communities - Service Cloud -  Social & Collaboration

ISV Success Track

Get the Guide! http://p.force.com/df13sessions

Don’t Miss AppBash 2013!

**7pm-9pm is the Partner Appreciation Party Must have Partner or Sponsor Badge to get in