How does Salesforce's metadata-driven, multi-tenant architecture support scalable data structures and business logic customization while delivering CRM features for the social enterprise? Join us to take a look under the covers of the Force.com platform and learn about the Salesforce multi-tenant religion: everything must be shared, including the database; one agile code base for innovation and scalability. Get a look at how we prioritize features based on customer needs and how you can influence Salesforce.

1. How Salesforce R&D
Delivers the Cloud
Steven Tamm, CTO, salesforce.com
@tammforce

2. 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 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.

3. Powering the Customer
Company

4. Salesforce1 Platform: API-first and service-oriented to help
you go faster
app
Container Apps
SDK Apps
Platform Services
Identity / Notifications / Workflow / Apex / VF / Messaging
platform
API’s
SOAP / REST / Streaming / Bulk / Meta data / Tooling / Analytics
ExactTarget Fuel
infrastructure
Force.com
Cloud Database & Multi-Tenant Infrastructure
Heroku

5. Metadata
The Foundation for the Real-time Architecture
 Fields
 Objects
 Relationships
User
Interface
Business
Logic
 Forms
 Buttons, Links
 Layouts
Reporting
 Workflow
 Approvals
 Validations
 Custom
Reports
 Dashboards
Your
Customization
s
Data
Model
Metadata
Our
Code
Multi-Tenant Application Code Base
Multi-Tenant Application Code Base

6. The Core of the Social Enterprise:
Multi-tenant Cloud Computing
Fast
Easy
No Hardware
No Software
Automatic Upgrades
Pay-as-you-go
Open
Everyone
Logic/data Portability
Any Device
Democratic
Economical

7. What Salesforce.com does for you?
We do
Infrastructure
Services
We do
Application
Services
We do
Operations
Services
YOU
get to focus on innovation
Network
Security
Authentication
Customize your CRM
Storage
Sharing
Availability
Build your data model
Operating System
Integration
Monitoring
Build your business logic
Database
Customization
Patch Mgmt
Build your user interface
App Server
Web Services
Upgrades
Web Server
API
Backup
Data Center
Multi-Language
NOC
“
Force.com allowed us to create and deliver a total of 14 applications –
all without the expense and hassles of traditional application
development.

8. Multitenancy

9. Multitenancy: One Cloud with Many Customers
Shared Elastic Services
Single Data Store per Pod
10K+ Customers per Pod
50+ Pods
All data segregated by customer
All operations include tenant ID
Disaster Recovery
Per tenant encryption keys

10. Salesforce Pod Architecture
Three Tier architecture
1) Storage (RDBMS/Hbase)
2) Data/Metadata (Core Pod)
3) Presentation (S1/UI Pod)
Our engineers usually program in
Java J2SE 1.7
SQL
Apex/Visualforce/Aura
Client Languages (ObjC)

11. What is in a Salesforce Pod
All customer data in a pod stored
one of the three Systems of
Record.
All customer metadata stored in a
database in common tables and
interpreted by virtual application
components

12. S1 Architecture Eyechart
Ops Stack (M&M)
Salesforce Mobile Classic
Sites Runtime Pod
(same as regular pod, but with half hardware)
work.
com
UI Gen
libvirt
All APIs
All APIs
Raiden runtime
LiveAgent app
Deploy
API
Chat API
10x Appserver class
(med CPU, med RAM, low
disk)
Salesforce1 API ()
Visualforce1
Raiden Ops Stack
All
APIs
SOSL
Chat Presence
Chat Channels
MediaServer
4x Appserver
class
(med CPU, med
RAM, low disk)
4x Appserver
class
(med CPU, med
RAM, low disk)
4x Appserver
class
(med CPU, med
RAM, low disk)
LiveAgent chat server
10x Appserver class
(med CPU, med RAM, low
disk)
* also Virtual
8x Appserver class
(med CPU, med RAM, low
disk)
Search API
Sobject
API
Public
Cache
API
Public
MQ API
SFDC Cache
API
MQ API
TS3
JPA
* Also Virtual
SimpleDB,
Hibernate
etc
BPO / UDD
Legacy
Code
FFX API
30-40x Appserver class
(med CPU, med RAM, low disk)
Switches and stuff
BT
Search
API
Messaging API
2x Appserver class
(med CPU, med RAM, low disk)
Raiden
Compute
SFDC
Search
Memcached
Qpid
Document store
(FFX)
RDBMS (Oracle)
Search Index (Solr)
(actually
runs on
appservers
today)
2x Appserver
class
(med CPU,
med RAM, low
disk)
8x Storage class
(high disk, med
RAM, low CPU)
8x DB class
(high CPU, high RAM, SAN connection)
RDBMS (Oracle)
2x Appserver class
(med CPU, med RAM, low disk)
High Volume Communication (UMPS)
All APIs
Store data via Sobject API
8x High IO class
(FusionIO, med CPU,
med RAM, med disk)
Key-Value High Volume Store
(Phoenix/Hbase/Hadoop)
1 “Core” Pod (10x-ish per DC)
1x SAN Array

13. What Multitenancy means for Salesforce R&D
One Version
No Legacy Teams
Bugs fixed for everyone

14. What Multitenancy means for Salesforce R&D
One Version
Automation
No Legacy Teams
Bugs fixed for everyone
250K+ of our Tests
Run your tests as well

15. What Multitenancy means for Salesforce R&D
One Version
Automation
No Legacy Teams
Bugs fixed for everyone
250K+ of our Tests
Run your tests as well
Pod Architecture
Staggered Releases
Scalability across all sizes

16. What Multitenancy means for Salesforce R&D
One Version
Automation
No Legacy Teams
Bugs fixed for everyone
250K+ of our Tests
Run your tests as well
Pod Architecture
Staggered Releases
Scalability across all sizes
Predictability
Three major releases/year
Bug fixes every week

17. What Multitenancy means for Salesforce R&D
One Version
Automation
No Legacy Teams
Bugs fixed for everyone
250K+ of our Tests
Run your tests as well
Pod Architecture
Staggered Releases
Scalability across all sizes
Predictability
Three major releases/year
Bug fixes every week

18. What Makes Us Different?
SalesforceOne Platform
Powered by Multitenancy
Social
Feeds
Profiles
Files
Social Graph
Mobile
Open
Real-time
Right Experience
Any Device
Customizable
Open Standards
Open Technologies
Open Interfaces
Open Languages
Real-time
notifications
Real-time workflow
Real-time feeds

19. The Leading Cloud Ecosystem for Business Apps
1,900+ Apps
1.9M Customer Installs

20. Meir Amiel
Jeanine Walters
Will Moxley
Blake Markham
Sr Director, Engineering
Sales Cloud
Architect,
Sales Cloud
VP Product Management,
Sales Cloud
Sr. Director, Product
Management,
Sales Cloud

21. True to the Core of CRM

22. “I skate to where the puck is going to be…”
Sales and Service are different from 5 years ago
Ubiquity of Mobile Connected Devices
Social replacing Email
Modern UI increasingly important for all employees

23. Investing in the future
Next Generation technologies
Focus and investment shifted

24. “True to the Core” is a Social Movement Started by
Customers
It Started With An Idea
Then A Blog
Then a Chatter Group
Parker Harris’s True to the Core: Thursday 11:30 at Yerba Buena

25. Categorizing the Complaints
All CRM not customizable using the platform
Difficult UI around some CRM features
Technically Difficult Backlog Items
Backwards Compatibility
New Technology

26. How we heard you
Chatter
IdeaExchange
Customer Surveys
Twitter and Blogs (Radian6)
Support Cases

27. Thank you for reminding us
Agile Development tends toward “Large” Features
Quality effort for older features higher
Evolution of database.com makes “new” things easier
Never rest on our laurels

28. Prioritize Based on Usage and Demand
Prioritize Based On:
User Adoption
Customer Surveys
asting
orec
F
asks
T
unts
cco
A
IdeaExchange Demand
Strategic Importance

29. Listening to the
Customer

30. We are listening and delivering for CRM
We increased investment in CRM development
We are delivering the #1 asked for feature: Pardot
We created new internal teams and increased staffing
We focused on being “True to the Core”
For Dreamforce 2012 we delivered 300k+ Idea Points including:
Multiple Contacts per Activity
State and Country as a Picklist
Exception Reporting
Cross Object Workflow

31. Delivering 300K+ Idea Points This Year
Idea
Points
Target Release
State and Country as a Picklist
53K
Summer ‘13
Multiple Contacts on an Activity
53K
Winter ‘13
Owner Lookup Fields in Formulas
17K
Summer ‘13
Stricter Permissions on Report Folders
7K
Summer ’13
Salesforce for Outlook: Recurring Events
6K
Winter ‘13
Search More fields in Lookups
8K
Winter ‘14

32. Delivering Small Ideas
Idea
Points
Target Release
Pricebook as a first class objects
1K
Summer ‘13
Boolean Formula Fields
3K
Summer ‘13
Lookup to Pricebook on Custom Objects
1K
Winter ‘14
Workflow on Sales Team
1K
Winter ’13
Sandbox with some data
3K
Winter ‘14
Workflow on Users
2K
Winter ‘14

33. Why can’t you just fix my feature?
Trust is our #1 value
Backwards Compatibility
Workarounds available or AppExchange
Complexity
Multiple Contacts per Activity
Reports with Related To Name does not contain “Steven”?
State & Country as a Picklist
Country starts with “BH”: Bahrain (BH) or Bhutan (BT)?
Dependent Page Layouts
Mobile and Visualforce display

34. We Value Consistent Improvement
API First, Mobile Second, Web Third
One Integrated Platform for All Applications (Salesforce1)
No middleware needed
Migrate customers to the state of the art at their pace

35. How You Can Help

36. Idea Exchange
http://ideas.salesforce.com
 Join the Customer Community
 Ask your questions
 Provide new ideas and vote up your issues
Talk to support if it is a bug
If it’s broken, we want to know!

37. Dreamforce Community
http://dreamforce.com
 Join the Chatter Groups
 Get support for your ideas from the broader community
 Crowd sourced solution
http://developer.force.com
 Community Boards for developers
 Code sharing for Apex

38. More information about multitenancy
Search for Force.com Multitenant Whitepaper
in your favorite search engine
Multitenant Magic Webinar
http://wiki.developerforce.com/page/Multitenancy_Webinar
@tammforce

39. Meir Amiel
Jeanine Walters
Will Moxley
Blake Markham
Sr Director, Engineering
Sales Cloud
Architect,
Sales Cloud
VP Product Management,
Sales Cloud
Sr. Director, Product
Management,
Sales Cloud