The enterprise app revolution is here and presents a huge opportunity for ISVs, developers and entrepreneurs. With a great idea and the right go-to-market strategy, you can build a revenue generating business in record time.
Hear from industry experts about the trends they are seeing in the market and key steps for building the next big app for the enterprise. Join us for an action packed day of content and walk away with the tools you need to transform your idea into big business in the cloud.
2. Safe Harbor
#appbootcamp
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 intellectual property and other litigation, 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 July 31, 2012. This 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.
29. Tools Aren’t the Only Driver
#appbootcamp
A long time
ago
Computers
created
Comic Sans
created
Modern
computing
Cost of Tech
Tech Capabilities
Avg User Proficiency
56. #appbootcamp
FROM GARAGE TO GLORY
MODERATOR:
Leslie Tom
VP, Partner Marketing
Kirk Krappe
CEO
Apttus
Nic Scott
CEO
Fairsail
Mark Robinson
CCO
Kimble
Stacey Epstein
VP of Marketing
ServiceMax
58. Today’s Partner Panel
MODERATOR:
Leslie Tom
VP, Partner Marketing
Kirk Krappe
CEO
Apttus
Nic Scott
CEO
Fairsail
Mark Robinson
CCO
Kimble
Stacey Epstein
VP of Marketing
ServiceMax
#appbootcamp
73. #appbootcamp
#ENTERPRISE APPS:
VC TREND REPORT
MODERATOR:
JP Rangaswami
Chief Scientist
Michiel Kotting
Principal
Accel Partners
Martn Mignot
Principal
Index Ventures
Jon Coker
Director
MMC
Chris Tottman
Partner
Notion Capital
75. Today’s VC Panel
MODERATOR:
JP Rangaswami
Chief Scientist
Michiel Kotting
Principal
Accel Partners
Martin Mignot
Principal
Index Ventures
Jon Coker
Director
MMC
ChrisTottman
Partner
Notion Capital
#appbootcamp
83. Account Executive (AE)
Technical Enablement (TE)
Know Your ISV Team
• Validate Your Planned Approach
• Layout Your Partnership Options
• Develop Your Go-to-Market Plan
• Technical Review
#appbootcamp
85. p.force.com/appacademy
Take the APP Academy
• Free training for ISV
partners
• Best practices by role
• Videos, Checklists,
FAQ’s
• Train-the-trainer
#appbootcamp
92. Who Are You Selling To?
#appbootcamp
New Users?Existing Salesforce Users?
• Beneficial to CRM users
• Typically across many industries
• No dependence on CRM
• Often targets vertical market
93. What Are You Building?
#appbootcamp
• eSignature, Email Marketing, etc.
• Extend Salesforce CRM
• Standard + Custom Objects
• Accounting, Supply Chain, etc.
• No reliance on Salesforce CRM
• Custom Objects Only
96. Why Would I Choose Native?
#appbootcamp
• Simplicity
• No infrastructureto manage
• Focus100% on your app
• Multi-tenancybakedin
• Built-in distributionservices
• Seamlessintegration with
SalesforceandAppExchangeapps
• Not suitablefor all use cases
upside downside
97. When Is Hybrid Best?
• Phased approach to re-platform on force.com
• Specialized service not a good fit for force.com
• Large, complex/long-running calculations
• Storage-intensive solution
• Specialized integration with on-premise
systems
#appbootcamp
98. Are There Tradeoffs To Hybrid?
#appbootcamp
• Flexibility
• Re-useexistingIP
• Leverageexistingdeveloperskills
and tool sets
• Complexity
• You have to maintain
infrastructure
• Multi-tenancynotguaranteed
• Distributionservicesare your
responsibility
• Trial experiencemore
challenging
upside downside
100. License Types for Internal Users
#appbootcamp
WhatObjectsdoes your app
needaccessto?
Doyou need crmfunctionality?
Example:Campaign,caseor opportunity
management?
101. License Types for External Users
#appbootcamp
Willyour customer’s
customers need
access to your app?
Whatkind of sharing is needed
internallyand externally?
Howmany external
users are expected?
102. How Do I Decide Which Salesforce
Edition to Support?
#appbootcamp
Fewer features & objects than
Enterprise & Unlimited
Which meansNO:
Workflow,RecordTypes,Custom
Layouts,Custom Profiles,API,etc.
Workflow, Page Layouts,
Record Types, API are available
Group & professional Enterprise& unlimited
103. How Do I Support Multiple Editions?
#appbootcamp
Group &
Professional Edition
Enterprise &
Unlimited Edition
Answer: Base Package + Extension Package
112. The Power of the Platform: Metadata
#appbootcamp
Objects
Metadata for
Custom Objects
Fields
Metadata for
Custom Fields
Data
Storage for Custom
Object records
113. Package: Your Solution & Metadata
#appbootcamp
Your data model (objects, fields, etc.)
Your classes, triggers, and pages
Managed Packages
• IP protection
• Licensemanagement
• Trials
• Branding
• Upgrades
• SupportTools
116. Remember Packaging Best Practices
#appbootcamp
Understand what can be packaged and upgraded
Most components are automatically added
Don’tforgetto includethose that aren’t!
Use package install scripts
Automatetheinstallation process
Complete your AppExchange listing
Thisis your brand!
117. 2 Great Ways to Distribute Your App
#appbootcamp
Your Company Website
118. Customers Love Free Trials
#appbootcamp
TrialforceT
emplate
Customer
Your CompanyWebsite
Your
Logo
119. Remember Free Trial Best Practices
#appbootcamp
Create multiple trial experiences
One for each vertical, industry, etc.
Relevant sample data
Brand the trial experience
Use trials for demos and testing
122. Marketing Drives Demand
• AppExchange
• Events
• Public Relations
• Social Media
• Customer Stories
Get Expert Advice During
Office Hours with Partner Marketing
#appbootcamp
124. Cloud Sales Strategies
#appbootcamp
New School
Internet Sales Professionals
Old School
Prospect, Sell, Close
Old School Cloud Selling
Prospect, Sell, Close Dedicated Teams (SR, EBR, AE)
Chase All Leads Lead Qualification
Cold Calling Referral Selling, Email Mktg
All or Nothing Seed & Grow
Paid Pilot Free Trials
FBS (Feature Based Selling) Million Member Sales Team
Hit and Run Customer Success
128. S
Start with Discovery
#appbootcamp
Is The Deal Real?
What business problem are we solving?
How are they thinking about the
solution?
What are the expected benefits?
And all the standard stuff: Budget,
Decision maker, need, timing, etc.
Talk Less, Listen More!
130. 1. Demo often but not early
2. Customize all the time:
… No “out of the box” demos
3. Showcase flexibility
4. Bring requirements to life
5. Show the power of the platform
DemosCanBe Your KeyDifferentiator
Create & Deliver Compelling Demos
#appbootcamp
C
131. Connect the Dots – Never Cold Call
#appbootcamp
C
salesforce.com
Executives
&
Partners
Your
Customer
ToolsYou
132. Events Drive Engagement
#appbootcamp
$
Pipeline
$
Closed ACV
5X
Avg. Deal Size
4.45
Sat. Rating
Dreamforcesignificantlyexceededour expectations.From the qualityof
leadsto the ability to connectwith a wide and qualifiedaudience,there's
no doubt that Dreamforceis time and moneywell spent.
“
”
E
133. Sell High and Through
Walk the Halls
If You’re Not Talking to C-Level Execs…
#appbootcamp
• Your Competitors Are There
• C-level’sKnow Where Your Deal Sits
• They Are Not Buying From You
S
134. Show Them the Money
#appbootcamp
• Quantify the challenges
• Build a model
• Focus on ROI and TCO
• Document the numbers
• Validate the assumptions
• Iterate
Build Your Business Case
S
135. Key Sales Resources
#appbootcamp
• Your ISV AE
• ISV Business Org (CRM)
• Behind The Cloud – Marc Benioff (2009)
• Partner Portal: Sales
• Aaron Ross on “Selling The Salesforce Way”
forentrepreneurs.com/predictable-revenue
139. Be “In the Loop” with our Release
• All release information is in the Partner Portal (login)
• Know your Release Dates
• Don’t overlap Salesforce releases
• Test, test, test!
• Listen to your customers
#appbootcamp
140. Org with Your Package
Sandbox Testing Is Essential
#appbootcamp
Vanilla Org
Current Release Partner Enterprise / Platform Edition Org
1monthbeforeSalesforceRelease
Pre-releasetest
141. Major Updates Deserve a Push
• Push major versions directly to any subscriber, not
just in patches
– Solves for subscribers being on multiple versions
• No separate patch org!
#appbootcamp
Very Powerful, Exercise Caution!
142. Support Tools & Programs
Subscriber Support Console
• Login as a Subscriber
• Real Time Visibility Tools
Apex & Visualforce Tools
• Subscriber-side debugging
• Send email on unhandled Apex errors
Partner Support Resources
• Cases via Partner Portal (@Partnerforce)
• Optional designated support analyst
• Per-incident based support option
#appbootcamp
144. If You Only Remember 3 Things…
#appbootcamp
Communicate Support Policies on
your AppExchange listing
Stay “in the loop” on our releases
Take advantage of our support
tools