APP Academy: Sales (Virtual Classroom) - slides

@partnerforce

APP Academy Sales

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Instructors

Michelle Paitich ISV Business Development AppExchange Partner Program

John Richter ISV Success Team AppExchange Partner Program

Bene"ts Pre-Work Live Event Post-Work

Discussion Question Panel

Parking Lot

Quick Polls Vote Early & Often

Real-time Feedback

Stay Focused Stay Engaged Stay on Time

Virtual Classroom Success!

Resources APP Academy (Online) – http://p.force.com/appacademy APP Academy (Virtual Classroom) – http://p.force.com/virtual Partner Portal (Sales Resources) – http://p.force.com/sales

Have you gotten to First Report? Yes No What is First Report?

Quick Poll

Session Goals

•  Discover your tools & optimize your ISV Business Org •  Learn insider tips for working with your ISV AE •  Build a sales team that rocks!

•  Manage your business processes through automation

•  Developer a powerful Sales Kit •  Understand the sales cycle and formulate your own strategy •  Align your sales and marketing teams into one SUPER-TEAM

•  Plan for Customer Success and work with our direct channel •  Drive your team to First Report and beyond!

Preparing for Success

Introduction (Using Your Tools)

Working with your ISV AE

Building a Killer Sales Team

Sales & Marketing Alignment

Building a Sales Kit

Managing Leads

Break

Driving Success

Sales Strategy

Understanding the Sales Cycle

Driving to First Report

Getting to Yes! (Objection Handling)

Customer Success Plan

Selling with Salesforce (Direct Channel)

Putting It All Together

APP Academy: Sales (VC)

Introduction (Tools)

Introduction

•  Top 5 Areas of Focus

•  Leveraging Salesforce Resources •  Salesforce.com Brand

•  SUCCESS Methodology

•  Accelerator

•  Salesforce1

•  AppExchange Marketing Program (AMP)

•  Sales Resource Page (portal)

•  ISV Business Org

Top 5 Areas of Focus – ONLY 2

#1 - What is preventing you from getting to market? #2 - What is preventing you from selling more?

#1 in Cloud Computing and CRM

#1 World’s #1 CRM

Cloud Computing

2011 2012 2013

Market Leader

Enterprise, MidMarket, SMB &

Sales Force Automation

Innovation

Salesforce.com SUCCESS methodology

S

Users Sell for You U

Start with Discovery

C Compelling Demos

C Connect the Dots

E Experience Events

S

Show Them the Money S

Sell High and Through

The Accelerator Review 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!

The ccelerator Program provides a success framework

DocuSign

AppExchange Apps:

Dropbox Concur Box Evernote

ServiceMax eVariant Xactly More

FinancialForce

Build, Market and Sell Next Generation Customer Apps

ISVs

Learn More About Salesforce1

http://p.force.com/salesforce1

  Salesforce1 Keynote & Sessions   Developer Site   Developer Guide   Admin Guide   App Guidelines (UX)   Customer Resources

AppExchange Marketing Program (AMP)

Watch the replay. View the prospectus. Fill out the interest form.

What is the timing on FY15Q1 AMP? •  Spring ‘14 Prospectus Now Available!

•  Jan 2014: Sales start

•  Feb–April 2014: Q1 Program

Do you qualify for AMP? •  Revenue sharing (ISV/OEM)

•  Average of 4+ star reviews

•  Minimum # of reviews depends on package level

http://p.force.com/AMP

http://p.force.com/sales

  Accelerate Program

  Selling Like Salesforce

  Deep Dive Recordings

  Sales Kit Resources

  Objection Handling

  Strategic Tools

  Sales FAQ

Partner Portal – Sales Resources

Plan Build Distribute Sell Support

Security Review ($)

In the Build phase: 4. Build & Test your app 5. Upload Managed Package 6. pass Security Review

Trialforce Management Org

Partner website

In the Sell phase: 10. Manage Leads 11. Licenses (LMA) 12. Opportunities

In the Distribute phase: 7.Setup TMO - trials, demos, branding 8. AppExchange Listing(s) 9. Order Management

Sign up

In the Plan phase: 1. Join Program 2. Access free resources 3. APP Academy (training)

In the Support phase: 13. Manage Cases 14. Subscriber Console 15. Manage Renewals

Packaging Org

FREE TRIAL

Test Org(s)

Technical Review (TE)

•  Partner Portal Access •  APP Academy •  @partnerforce •  Recording Training (LMS) •  Support (Create a Case)

APP Lifecycle Diagram

Developer Org(s)

ISV Business Org •  Leads •  Licenses (LMA) •  Order Management

Operations Review

Business Review (AE)

•  Campaigns •  Opportunities •  Support

Accelerator Review

Final Contract Review (AE) Premium Support ($)

AMP ($)

Plan Build Distribute Sell Support

In the Sell phase: 10. Manage Leads 11. Licenses (LMA) 12. Opportunities

APP Lifecycle Diagram

ISV Business Org •  Leads •  Licenses (LMA) •  Order Management

•  Campaigns •  Opportunities •  Support

Accelerator Review

AMP ($)

What Is (Should Be) In Your ISV Business Org?

ISV Business Org (Sales Cloud)

Leads

Licenses (LMA)

Subscriber Support (LMA)

Campaigns

Orders (COA)

Analytics

Cases

:: Red Hot News :: Customer Stories :: DupeCatcher :: Linkforce :: Salesforce CRM Dashboards :: Service Cloud ($) :: ExactTarget Marketing Cloud ($)

Tip: It’s a good idea to have a Certified Administrator on your staff.

Optimizing Your ISV Business Org (Best Practices)

•  Get Ready to Sell (setting up COA, LMA, TMO)

•  Start with 2 free EE licenses

•  Buying additional licenses (how does it work?)

•  Who should use the ISV Biz Org (everyone!)

•  Using Chatter, Reports, Dashboards

•  Certified Admin can help you optimize your CRM

•  Free apps (Dream Team, Lead Duping, etc.)

•  Manage Your Business from your SmartPhone

ASK Yourself. . .

Introduction

1. Are you making the most of your resources?

2. Have you been through Accelerator?

3. What’s in your ISV Business Org?

4. Do you have a Certified Admin?

5. Are you managing your business from your phone?

Working with your ISV AE

Working With Your ISV AE

•  How to find your AE

•  First point of contact

•  How/when to engage

•  Set yourself up for success

•  Share your pipeline early and often

•  Share status of deals

•  Set up a cadence call to review business and technology initiatives

Working With Your ISV AE - Sales Lifecycle

QUALIFY ASSESS CONTRACT BUILD IN MARKET FIRST REPORT

STAGE 1 30–60 Days



STAGE 4 0–90 Days


STAGE 5 Ongoing

  Discovery   Onboarding

  Tech. Review   Pricing   Term Sheet

  Deal Package   Deal Approval   Signed Contract   GTM Plan   First Report   Accelerator Call 1

  Security Review   AppEx listing   Final GTM Plan

  ISV Biz Org   Ops Review   First Order   Accelerator Call 2

  Sales Enablement   Roadmap   Business Dev   EBC’s

Engaging with your AE

•  How to find your AE •  Register as a partner here: http://www.salesforce.com/partners/join/

•  They find you!

•  Log a ticket in the Partner Portal if it’s been a while

•  How/when to engage •  The more you communicate, the more your AE can enable you

•  Throughout the entire APP lifecycle

•  GTM strategy

•  Ongoing pipeline review

•  Large deals with Salesforce customers

ASK Yourself. . .

Working With Your ISV AE

1. Who is your ISV AE?

2. Have you worked on a Go-To-Market Plan?

3. When is the last time you met with your AE?

4. What introductions has your AE made for you?

5. When was/is your First Report?

6. Are my AE and I setting each other up for success?


Salesforce.com coverage model

< 100 Employees

100 -‐ ~3,500 employees

Top 2000 Account Families

SMB ESB

Desk & Do

Enterprise Sales

CMRL – Named CMRL – GEO

MM Rela

tions

hip

Trans

action

al

Vertical

Sales – Your Core Team

1.  Marketing Lead - positioning, messaging

2.  VP of Sales - strategy, management, compensation

3.  Inside Rep - qualifies incoming leads

4.  Account Executive - closer

5.  Sales Engineer - custom demos, problem solver

6.  Enterprise Business Rep (Outside) - BD, prospecting, no cold calls

7.  Customer Success Manager - manage renewals

Sales Reps

*Adapted from ‘Predictable Revenue’ by Aaron Ross &Marylou Tyler (2011). All rights reserved.

1.  Inbound Reps - qualifies incoming leads

2.  Outbound Reps (EBR) - BD, prospecting, no cold calls

3.  Account Executive - pipeline mgmt., closers

4.  Customer Success Manager - manage renewals

: When 1 persons role includes 20% of another role, it is time to hire a new person

Read ‘Predictable Revenue’ by Aaron Ross & Marylou Tyler

  Cold Calling 2.0   Prospecting Best Practices   Sales Best Practices   Lead Generation and “Seeds, Nets, & Spears”   7 Mistakes CEOs and Sales VPs Make   Sales Machine Fundamentals   Cultivating Your Talent   Leadership & Management

www.predictablerevenue.com/book

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

EXAMPLE:

ASK Yourself. . .


1.  Do you have both inbound and outbound roles?

2. Do you have clear lead conversion criteria?

3. Who is building your customer demos?

4. Is your EBR paired with your Inside Rep?

5. Do you have a license renewal call down report?

Watch “Driving Sales Success” on the Partner Sales page


Create Sales & Marketing Success

How We Align Marketing & Sales

Clear Communications About Marketing

Shared Goals

Regular Calls

Sales & Marketing Alignment •  No silos

•  Marketing should attend weekly sales meetings

•  Routinely review lead gen strategy with sales and modify

•  Test, Test, Test

•  Incorporate feedback from sales to drive higher quality leads

•  Conduct targeted marketing to reach specific audiences

•  Make sure sales team is aware of promotions, campaigns, etc.


Watch “Mastering the Direct Sales Model” on the Partner Sales page

ASK Yourself. . .


1. Do your sales reps know what Campaigns are running right now?

2. Does your marketing manager attend weekly sales meetings?

3. Are you capturing feedback on the quality of incoming leads (in terms of conversion)?

4. Is Marketing making adjustments based on this feedback?


What goes in your Sales Kit?

•  First Call Deck (including Cloud, Platform, & Product slides)

•  Data Sheet (Tear Sheet)

•  Overview and Demo Videos

•  Email Templates

•  Social Strategy and Website (lead gen form)

•  Thought leadership (content curation)

•  Price Sheet & competitive information

•  Common objections list (cloud, platform, your product)

•  FAQs

How good is your Sales Kit? Our Sales Team has a centralized resource system We have a few of these resources, but not all We’ve got a First Call Deck (sort of?!) We need a Sales Kit?

Quick Poll

ASK Yourself. . .


1. Who is responsible your Sales Kit content?

2. You need your current First Call Deck, where is it?

3. Can your reps name every major competitor, along with strengths & weaknesses of each?

4. Could you send me a link to your video demo right now?

5. What resources position you as a thought leader?

Managing Leads

Managing Leads (Filling the Funnel)

•  Sell like Salesforce: SRs and EBRs

•  LMA – Hot lead process from AppExchange

•  Lead Gen Strategy

•  Clear criteria for qualifying leads (queue)

•  Touch points (within 24 hours, free trial expiration)

•  When/how to demo (custom demo with SE)

•  Lead sources (website, AppExchange, social, networking)

•  Target List to share with their ISV AE

Sales Development at Salesforce.com: Two Roles

Sales Representative (SR)

•  Handle inbound leads

•  Qualify opportunities

•  Face of salesforce.com

•  Training ground for future EBRs

Enterprise Business Rep (EBR)

•  Aligned with Account Executives

•  Generate net new opportunities

•  Training ground for future AEs

•  Maximize what is in Salesforce

SR Success Begins with Investment in Human Capital

Recruiting Onboarding Coaching/Training

~170 SRs will follow up on over 300,000 leads this year

Lead Drivers   Online Marketing   Email   3rd Party Lead Gen Programs   1-800-NO-SOFTWARE

Offers   Free Trial / Demo / Events

Sales Representatives

Account Executives

Lead Distribution

Leads distributed through Round Robin Lead Router

•  US East and West routers

•  Lead “Sprinkler” distributes Leads equitably to Reps

•  Avoid territory equity issues–“Your territory is better than mine”

•  Manage campaigns more effectively

50

“First Face to the Customer” Drives Our SR Model

•  24 hour turn-around SLA on leads

•  Create a lead for every response & first SR to “touch” (reach out to) a prospect owns the lead

•  Five to ten activities before archiving

•  Lead Statuses used to manage interactions

•  Open – Working – Converted or Archived

•  Once Archived, the lead continues to be touched through the Marketing Nurture drip campaign

51

Rules of Engagement (ROE) Are SR Law

•  If existing Opportunity, pass to AE

•  If AE “touch” last 30 days, pass to AE

•  If EBR “touch” last 90 days, pass to EBR

•  If SR “touch” last 30 days, pass to SR

If none of the above apply WORK THE LEAD

52

SRs are “Politely Persistent” in their Follow-up

Email & Phone

Call

Email & Phone

Call

Email & Phone

Call

Email & Phone

Call

Email & Phone

Call Marketing Nurture

Day 1 Day 3 Day 10 Day 17 Day 24 Day 30+

- Thank you for your interest

- Initial point of contact to understand your business

- Attempt to arrange call

-  Voicemail follow-up

-  When should we connect for a call?


- What is a convenient time to discuss possible cost effective ways to utilize our service?


- Provide a speci"c time for a call

- Unsure if we can do business; would like to discuss if our service is in-line with your business needs.


- Are you still evaluating?

- Don’t want to disturb you or "ll up your inbox unnecessarily


- Assume that you are no longer evaluating our services

- If still interested, let me know

SRs Use Lead Status Values to Manage Leads

Not a “Lead” •  Bad Data

•  Personal Interest

•  Partner Interest

•  Existing Contact – Current Oppty

•  Existing Contact – Recent Activity

•  Existing Contact – No Opportunity

Is a “Lead” •  Open

•  Working

•  Archived – No Interest

•  Archived – Future Interest

•  Archived – Non Responsive

•  Qualified – 1-14

•  Qualified – 15-50

•  Qualified – >50

54

Dashboards Help SRs Understand How they Stack Up

55

SR Team Managers Drive Behaviors with Dashboards

56

We Use Dashboards to Manage Accountability

Our Ultimate Deliverables – Quality Pipe and Revenue

58

SR Success – People, Process, Accountability

Recruiting and Training: Find the right people and invest in their success

Rules of Engagement: The Law that rules “SR Nation”

Process: Focus on the right leads, efficient and prioritized follow-up

Layered Questions: Tell me more about that …

Measured Accountability: Dashboard-driven culture

Co-opetition: Stack-ranked, be a good teammate, share best practices

59

The “EBR Machine” Defined

•  Dedicated resource for developing territories, flooding pipeline

•  110 EBRs covering North America

•  EBR to AE ratios ~1:3 to ~1:5

•  Average tenure = ~12-16 months

•  Career development role “My EBR has TREMENDOUSLY contributed to my success as an AE - I achieved 148% quota for the

!scal year” - Account Executive

We are the HUNTERS!

60

Effective Territory Plans Combine Information and Strategy

Strategy Identify Quota/Pipeline Gaps

Identify Target Accounts

Develop Prospecting Strategy

Drive Marketing Programs

De"ne Team Goals – AE / EBR

Information Customer/Prospect Mix

Top Industries

Customer Whitespace

Historical Performance

Identify Growth Industries

Premeditated Outbound Prospecting

Four Habits of Highly Effective AE/EBR Teams

1.  AE identifies and communicates top accounts for EBR prospecting

2.  Schedule weekly calls to review activity and account strategy

3.  AE and EBR input all activities in the App

4.  EBRs are part of the sales team

62

EBR Comp – Balanced Incentives

•  Revenue Quota (Quality):   Monthly revenue quota

  Payout % on closed deals EBR sourced

  Lift applied to emerging products

•  Leads Quota (Quantity):   Monthly quota of qualified opportunities

  Key qualification criteria must be met

  AE engagement must be confirmed

Quantity vs. Quality

63

Is the Key to Group Collaboration

64

Private Chatter groups for mgrs Best practices sharing across reps

Chatter groups for industries, accounts and blitzes

Success Tools – What We Use

Training: Sales Central, Content, Chatter, Boot Camp, Mentors

Social Networking: Chatter, Radian 6, Facebook, Twitter

Data: Salesforce, Jigsaw, LinkedIn, Referrals, Interns

Measured Accountability: Dashboards, Dashboards, Dashboards

65

ASK Yourself. . .

Managing Leads

1. Have you enabled leads to come from the AppExchange?

2. Are you getting enough leads to meet your forecast?

3. Do you have clear inbound and outbound processes?

4. Are your tracking your leads using dashboards?

5. Have you developed tools for your team to succeed?

Sales Strategy

Sales Strategy

•  Need a strategy

•  Competitive analysis

•  Go-To-Market Strategy (pricing, target market, economic buyer)

•  Core messaging/value proposition

•  Differentiation

•  The importance of the First Report

Develop a Clear Sales Strategy

•  Hire a Fantastic Sales Person

•  Train & Incentivize Your Sales Team

•  Engage Your Customers

•  Create an Outbound Strategy

•  Manage Your Pipeline

Identify Where you are in the Market

Identify Your Target Market

Make a List of Potential Customers

Differentiate Yourself Against the Competition

Convert Existing Customer Base

Consider our Aloha voice:

•  Be conversational

•  Be direct

•  Be concise

Aloha Business-speak

Messaging: The Right Pitch in the Right Voice

Be Conversational:

We enable collaboration by securely and effectively connecting people and business information systems. Collaborate in real time, from anywhere. Follow your colleagues, groups & docs.

Be Direct:

Oracle offers a broad portfolio of products and services to enable public, private, and hybrid clouds that enable customer choice.

Cloud computing makes your business more agile.

Be Concise:

Microsoft is redefining how business solutions empower people for greater success, predict potential issues and opportunities, and enable organizations to expand the possibilities for competitive advantage.

Supercharge your sales. Bring social intelligence into your sales process.

Messaging: Value Proposition Examples

Simple Messaging: Could a 5th grader understand what your app does?

De"nitely Maybe a really smart 5th grader?! Probably not No way I don’t understand the question

Quick Poll

http://www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf

Driving to First Report and Beyond

•  Your first placed order with Salesforce

•  You, your AE, your customer

•  Sell after two onboarding calls

•  Install the LMA and COA

•  Scale your business

ASK Yourself. . .

Sales Strategy

1. When did I/will I get to First Report?

2. Have I crafted messages for my target customer?

3. Do I need to work with an SI to scale my business?

4. Have I differentiated myself against my competitors?

5. How will my sales strategy evolve as my company grows?



•  Know your audience

•  Understanding the sales cycle of your prospects

•  industry, number of employees, timeline, fiscal year

•  Cost of a sale

•  Understanding your lead to oppty to close rate (managing the funnel)

Test and confirm your idea with potential customers

Customer Discovery

Customer Validation

Customer Creation

Company Building

Search Execute

Pivot

ASK Yourself. . .

Driving to First Report

1. Have you identified beta customers to test your app?

2. How many touch points do you have with potential customers?

3. Do you need to focus your sales efforts on one customer type?

4. Can you automate some of the customer education conversations?

Getting to Yes! (Objection Handling)

You Need an Objection Handling Document

•  Cloud objections (internet, privacy, etc.)

•  Platform objections (stability, security, etc.)

•  Your Product objections

•  Your messaging should “answer” the objections

•  Train your reps: DIFFUSE > DIFFERENTIATE > DEFER

•  Objection handling doc – integral part of your sales kit

EXAMPLE: Salesforce1 Platform - Core Differentiators

Cloud Trust S1 Mobile Success

Why choose the Salesforce1 Platform?

S1 Platform

The Cloud, baby. THE CLOUD.

Easy upgrades

Open, portable logic

Scales for people and apps

Fast Time to Value

ASK: How do you achieve scale today?

Trust: Our highest value

Trust.salesforce.com

100B transactions per quarter

Fast page load times

Most secure, most reliable

ASK: Does <competitor> have a trust site?

New documentation

Salesforce1 Platform

1 connected Platform for everyone

Simple, powerful, secure APIs

Visualforce

Easy to build. Fast to deploy.

ASK: Can you run all of your apps from one place today?

Salesforce1 Mobile – Seamless UX.

ALL your apps & customizations

ALL your business actions

Feed "rst. Noti"cations center.

Seamless user experience

All-in-1 publisher

ASK: Can you run your business from your SmartPhone today?

Success. Can’t touch this.

Subscription model

93% customer renewal

Customers for Life

100,000+ customers

ASK: Does <competitor> have a Customers for Life organization?

Every rep should know these platform differentiators

Cloud Trust S1 Mobile Success

Why choose Salesforce.com?

S1 Platform

ASK Yourself. . .

Getting to Yes!

1. What are your core differentiators?

2. Why do you lose deals (Top 3)? Top Objections?

3. How do you handle these objections?

5. How does your core messaging (& marketing) diffuse these objections and play to your strengths?

5. Is your Top Objections doc available in your Sales Kit?



•  Onboarding plan

•  Defined customer education and training program

•  Clear implementation/onboarding plan

•  Ongoing customer support

•  Partner Premier Support

Watch “How Salesforce Manages Its Renewals” on the Partner Sales page

SUPPORT •  24x7 toll-free phone for all issues •  1 hour response for Sev 1 cases •  Premier developer support

SUCCESS RESOURCES •  Assigned success representative* •  Success Review* •  Self-service resources including partner

portal and Help site SUPPORT

•  Online case submission •  2-business day response

SUCCESS RESOURCES   Self-service resources including partner

portal and Help site

TRAINING •  Unlimited access to complete online

training catalog TRAINING

•  Unlimited access to complete online training catalog

*With minimum annual Partner Premier Success fee. Contact your PAM or RPM for more information.

Included with Partner program $24,000 USD/year

ASK Yourself. . .


1. Is my onboarding process seamless and timely?

2. How many red accounts do I have?

3. Do I ask for reviews and customer success stories after every implementation?

4. Are you using the Customer Stories app in your ISV Business Org?

5. Would an SI help my customers onboard faster?

Selling with Salesforce

What has been your experience selling with Salesforce?

It’s hard to get in front of the right sales people Once I form relationships with direct sales, it’s easy I want to do more co-selling with Salesforce I don’t typically have deals with Salesforce

Quick Poll

How to Sell with salesforce.com (Direct Channel)

•  What is a Direct and why are they important?

•  When a direct would start to care about your product

•  What Directs will and will NOT do

•  Working with Directs

•  Do’s and Don’t When Working with Directs

•  Make sure your Sales Kit is ready to go

Working With Direct: Chatter Group

Active Chatter Group

Salesforce Aligned Messaging

Sell into Salesforce Install Base

ASK Yourself. . .

Selling with Salesforce

1. Have I already closed a few deals?

2. Are my messaging and sales kit complete?

3. Have I prioritized my target list?

4. Do I have a Salesforce marketing strategy?



•  Are you leveraging Salesforce resources?

•  Do you have the right team?

•  What are the next steps for you to take?

•  See the Partner Sales Page (deep dive recordings)

•  Set up an Accelerator Review (talk with your AE)

The Accelerator Review 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!

Was this program helpful? Extremely Mostly Somewhat Barely

Quick Poll

http://p.force.com/salessurvey Please complete by the end of this week (Friday)

Appendix Other Resources

•  Announcements •  Webinar Replays

•  Release Updates •  Dreamforce Alerts

•  Program Changes

•  Partner News •  New Resources

@partnerforce Follow us on Twitter

h"p://www.twi"er.com/partnerforce

Read ‘Behind the Cloud’ by Marc Benioff   Startup Inspiration   Industry Expertise   Sales Strategy   Marketing Best Practices   Technical Wisdom   Event Planning   Product Launch   Financing   Corporate Philanthropy

This is an excellent resource on how to build a successful cloud computing business. We recommend you purchase this book for yourself and your team members. We will refer to this book during the session (purchase is not required). www.salesforce.com/behindthecloud

Read ‘Complete B2B Online Marketing’ by Maura Ginty & Lauren Vaccarello with William Leake

  Understanding B2B Online Marketing   Building a B2B Brand Online   Search Engine Optimization   Using Paid Online Media   Optimizing with Metrics   Conversion Rate Optimization & Usability   Managing Your Leads   Integrating Marketing with CRM

Lauren Vaccarello is a contributor to the APP Academy. Lauren is the Senior Director of Online Marketing at Salesforce.com where she focuses on developing cross-channel strategies that bridge the gap between awareness and demand-generation. Find the book at

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

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Appendix SUCCESS METHODOLOGY

Salesforce.com SUCCESS methodology

S

Users Sell for You U

Start with Discovery

C Compelling Demos

C Connect the Dots

E Experience Events

S

Show Them the Money S

Sell High and Through

S Start with discovery

Is The Deal Real

  What business problem are we solving?

  How are they thinking about the solution?

  What are the expected bene"ts?

  And then all the standard stuff: Decision maker, budget, timing, etc.

Talk Less, Listen More!

U

ENTERPRISE

MID-MARKET

SMALL BUSINESS

Users sell for you

Create & deliver compelling demos C

Demo’s Can Be Your Differentiator:

1.  Demo often but not early

2.  Customize all the time: … No “out of the box” demos

3.  Showcase "exibility

4.  Bring requirements to life

5.  Show the power of the platform

Connect the dots… Never cold call

You

salesforce.com Executives

& Partners

Your Customer

Tools

C

$ Pipeline

$

Closed ACV 5X

Avg. Deal Size 4.45

Sat. Rating

Experience Salesforce Events

Dreamforce signi!cantly exceeded our expectations. From the quality of leads to the ability to connect with a wide and quali!ed audience, there's no doubt that Dreamforce is time and money well spent.

“ ”

E

Sell high and through

Walk the Halls

If You’re Not Talking to C-Level Execs…

S

•  Your Competitors are in There

•  C-level’s Know Where Your Deal Sits

•  They Are Not Buying From You

Show them the money

•  Quantify the challenges

•  Build a model

•  Focus on ROI and TCO

•  Document the numbers

•  Validate the assumptions

•  Iterate

S

Build Your Business Case

Appendix ccelerator Program

 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

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