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#appbootcamp
THE ENTERPRISE OPPORTUNITY
Melissa Di Donato
VP, EMEA Partners
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.
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
2:20 :40
#appbootcamp
Innovative Companies are Adopting Apps
60%of Fast Company’s
50 Most Innovative
Companies are Using the
AppExchange
#appbootcamp
Industry Leaders are Adopting Apps
70%of the Fortune 100 Have
Installed an
AppExchange App
#appbootcamp
The UK is Adopting Apps
101%
YOY Growth - Partner Revenue
#appbootcamp
Partners Large and Small are
Building Big Businesses
#appbootcamp
4 of the Top Ten
Most Popular Apps Come
From Companies with Less
than 25 Employees
#appbootcamp
The #1 Installed App
= 12 Employees
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
Top AppExchange Search Terms
#appbootcamp
Top Customer Requested Apps
#appbootcamp
Francis Pindar
Technical Consultant
#appbootcamp
What is today about?
#appbootcamp
#appbootcamp
WHY DESIGN MEANS EVERYTHING:
APPS VS. APPLICATIONS
Wes Nolte
Director of Innovation, Tquila
#appbootcamp
Wes Nolte
• Director of Innovation
• Force.com MVP
• Author and blogger
• @wesnolte
#appbootcamp
Design is a Broad Term
#appbootcamp
“Design” is not a new concept.
Why is it suddenly so important?
#appbootcamp
The Design Revolution
#appbootcamp
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
Consumerisation of IT
#appbootcamp
It Makes You More Money!
#appbootcamp
It Makes You More Money!
#appbootcamp
It Makes You More Money!
0
10
20
30
40
50
60
70
80
No. of Conversions
WithoutPuppy
With Puppy
#appbootcamp
So why does design
mean everything?
#appbootcamp
#appbootcamp
THE FASTEST PATH FROM IDEA TO APP
Sarah Whitlock
Director, Technical Evangelism
#appbootcamp
Mobility
Collaboration
Social UX
Network Effects
Interoperability
Innovation
#appbootcamp
#appbootcamp
#appbootcamp
Tablestakes
#appbootcamp
Global Data centers
60+ Billion
Transactions per qtr
True multi-tenancy
#appbootcamp
Declarative Tools or...
Write in any Language
APIs
Search
Identity
Security & Sharing
#appbootcamp
Tablestakes
Leverage
INFRASTRUCTURE application mobileSOCIAL BUSINESS
#appbootcamp
Profiles
Feeds
Status Updates
Groups
File Sharing
Approvals
#appbootcamp
Hybrid or HTML5
SDKs
Enterprise Container
Touch
#appbootcamp
Marketplace
Turn-key Trials
License Management
Billing
Upgrades
#appbootcamp
X
#appbootcamp
#appbootcamp
CRM
Extensions
ServiceMarketing
IT & Admin
Collaboration
Other
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#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
#appbootcamp
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
#appbootcamp
5 SECRETS:
BECOME AN OVERNIGHT APP SENSATION
Leyla Seka
VP, AppExchange
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
#appbootcamp
Soft Launch Free Pilots Act on Feedback
#appbootcamp
Identify Influencers Encourage Reviews Seed the Community
#appbootcamp
Clean Value Prop Crisp Demo Killer Content
#appbootcamp
Be Responsive Frictionless Trials Over -Communicate
#appbootcamp
User Groups Events DeveloperForce
#appbootcamp
#appbootcamp
#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
#appbootcamp
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
#appbootcamp
Plan forSuccess
May 2013
John Richter
Sr. Manager, ISV Success
@partnerforce
in/johnfrichter
Partner Success = Customer Success
#appbootcamp
Build Distribute SupportSellPlan
Today: Five Phases of Your App
#appbootcamp
Continue the Conversation
#appbootcamp
@partnerforce
p.force.com/blog
/salesforcepartners
/partnerforce
salesforce.com/partners/isv
#appbootcamp
Applifecycle
Pass Security
Review
Launch App
Build Distribute SupportSellPlan
Successful Testing
Renewals
Closed-Won
Opportunities
APP Partner Lifecycle Milestones
#appbootcamp
Signed Partner
Agreement
Technical Review
Planning Takes Vision & Resources
#appbootcamp
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
www.salesforce.com/partnerportal
YOURCONTENT HERE
Just change the background layer
(right-click > arrange)
Partner Portal Is Your Key to Success
#appbootcamp
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
Knowledge Is Power
#appbootcamp
Key Resources
#appbootcamp
developer.force.com www.appexchange.com
help.salesforce.com ISVforce Online Guide
p.force.com/guide
Just Remember 2 Things…
#appbootcamp
resources relationships
Build Distribute SupportSellPlan
Let’s Get Started
#appbootcamp
salesforce.com/partners/isv
#appbootcamp
Buildfor Success
May 2013
Sarah Whitlock
Director, Partner Technical Evangelism
Decision Points for Successful Design
#appbootcamp
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
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
#appbootcamp
Architecture models
Two Fundamental Architectures
#appbootcamp
native hybrid
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
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
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
#appbootcamp
Licenses& editions
License Types for Internal Users
#appbootcamp
WhatObjectsdoes your app
needaccessto?
Doyou need crmfunctionality?
Example:Campaign,caseor opportunity
management?
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?
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
How Do I Support Multiple Editions?
#appbootcamp
Group &
Professional Edition
Enterprise &
Unlimited Edition
Answer: Base Package + Extension Package
Remember Your Resources
#appbootcamp
p.force.com/architectArchitect Core
Resource Library
developer.force.com/gettin
gstarted
ISVforce Online Guide
p.force.com/guide
#appbootcamp
Securityreview
Why Is There a Security Review?
#appbootcamp
• Mandatory
• Enterprise grade
• Application focused
Trustis priority#1
What’s in Scope?
#appbootcamp
Client and
Mobile Apps
Web
Applications
developer.force.com/security
• SecureCodingGuidelines
• SecureCodingLibrary
• SecuritySelf-Assessment
• Partner securityofficehours
• Force.comSecurityCodeScanner
• ISV program partnersreceivea free
web application scanningtool
license
Secure Cloud Development Resources
#appbootcamp
Need More Help?
#appbootcamp
• Force.com discussion boards
• developer.force.com/security
• p.force.com/security
• @SecureCloudDev
• ISV Office hours (book online)
• securecloud@salesforce.com
#appbootcamp
Distributefor Success
May 2013
Reid Carlberg
Principal Developer Evangelist
@ReidCarlberg
Distribute Like Salesforce
#appbootcamp
• AppExchange
• Free trials
• Your branding
The Power of the Platform: Metadata
#appbootcamp
Objects
Metadata for
Custom Objects
Fields
Metadata for
Custom Fields
Data
Storage for Custom
Object records
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
Distribution with Packages
#appbootcamp
Objects
Fields
Data
#appbootcamp
Demo
Packaging& appexchange
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!
2 Great Ways to Distribute Your App
#appbootcamp
Your Company Website
Customers Love Free Trials
#appbootcamp
TrialforceT
emplate
Customer
Your CompanyWebsite
Your
Logo
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
#appbootcamp
Sell& Market forSuccess
May 2013
Sara Varni Bright
Sr. Director, AppExchange
#appbootcamp
Market& sell forSuccess
May 2013
Sara Varni Bright
Sr. Director, AppExchange
Marketing Drives Demand
• AppExchange
• Events
• Public Relations
• Social Media
• Customer Stories
Get Expert Advice During
Office Hours with Partner Marketing
#appbootcamp
Our Sales Playbook Is Open
#appbootcamp
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
Selling… Customer Success
#appbootcamp
EBR
(Outbound)
Sales
Qualified Leads
& Opportunities
Customer Success
New
Customers
Organic &
Marketing Leads
(Inbound)
Leads
Our Sales Coverage Model
#appbootcamp
< 100 Employees
100 - ~3,500 employees
Top2000 AccountFamilies
SMB
ESB
Desk & Do
Enterprise
Sales
Commercial – Named
Commercial – GEO
Mid-Market
#appbootcamp
Salesforce.com SUCCESS Methodology
S
UsersSell for YouU
Start with Discovery
C CompellingDemos
C Connectthe Dots
E ExperienceEvents
S
ShowThem the MoneyS
Sell High and Through
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!
Users Sell for You
#appbootcamp
U
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
Connect the Dots – Never Cold Call
#appbootcamp
C
salesforce.com
Executives
&
Partners
Your
Customer
ToolsYou
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
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
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
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
#appbootcamp
Remember
Relationshipsnot Transactions
#appbootcamp
Supportfor Success
May 2013
Sarah Whitlock
Director, Partner Technical Evangelism
#appbootcamp
Understand the Formula for Success
Release/support strategy
+ isvforce Technology
Customersuccess
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
Org with Your Package
Sandbox Testing Is Essential
#appbootcamp
Vanilla Org
Current Release Partner Enterprise / Platform Edition Org
1monthbeforeSalesforceRelease
Pre-releasetest
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!
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
#appbootcamp
Demo
Support
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
#appbootcamp
Todaywecovered the
applifecycle
Pass Security
Review
Launch App
Build Distribute SupportSellPlan
Signed Partner
Agreement
Successful Testing
Renewals
Closed-Won
Opportunities
APP Partner Lifecycle Milestones
#appbootcamp
Technical Review
Continue the Conversation
#appbootcamp
@partnerforce
p.force.com/blog
/salesforcepartners
/partnerforce
Build Distribute SupportSellPlan
Join Us: Let’s Get Started
#appbootcamp
salesforce.com/partners/isv
#appbootcamp
Thank You

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