Mastering The Direct Sales Model AppExchange Partner Program

Lauren Vaccarello, Sr. Director, Online Marketing

@scottckeane

Scott Keane, VP Sales Development

@laurenv

Mike Wolff, AVP, Commercial Sales, ESB

@mike_wolff

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.

>500,000 Inbound Marketing Responses

Handled

>100,000 Opportunities Created

>$1.5B in Global Pipeline This Year

Online Marketing

Sales Development

Sales

The Direct Sales Machine

Online Marketing

Step 1: Online Marketing

Remember Who You Are

Online Marketing Fundamentals

1. Online Marketing at Salesforce

2. Measuring Success

3.  Driving and Converting Leads

4. Working with Sales

Online Marketing at Salesforce

Video Advertising

SEO Email

Web Analytics Testing Social Advertising

Display/Retargeting SEM

How Do We Measure Success?

Leads Pipeline ACV

What Should Your Metrics Be?

How Do You Make Money?

OR

A

B

C

D

Unique CRM Tracking ID

Offline Conversion

Data

Sales Enablement

SEM Campaign Structure B

C

D

Integrating Paid Search with Salesforce

A

How Data Integration Will Work

Keyword A

BID MGMT TOOL

Keyword B

Keyword C

Keyword D

Automate As Much As Possible

Intro to Web Analytics and Testing

A/B (or A/B/N) Testing

quora.com/A-B-Testing

Testing method where a control experience or web page element is compared to one or more sample experiences or elements in order to improve conversion rate or other performance metrics.

AKA: Split testing, bucket testing

whichtestwon.com

VS

Landing Pages Images

VS

Hypothesis Removing Form requirements for Demo Video views will decrease form completions, but increase lead quality and generate a lift in Leads, Opportunities and Pipeline.

Test Population •  Prospects only

Test Duration •  4 tests, spread over a 10 month period

Criteria for Winning •  Opportunities and Pipeline

Test Design

Winner

Form Completions

Website Leads

Opportunities

Pipeline

Make Smarter Decisions in Record Time

Create Sales & Marketing Success

How We Work With Sales

Clear Communications About Marketing

Shared Goals

Regular Calls

Wrapping It All Up

1.  Align your marketing goals with what drives the business

2.  Always be testing

3. Work together with sales to maximize success

Thank You!

Lauren Vaccarello Sr. Director, Online Marketing

lvaccarello@salesforce.com

@LaurenV

Scott Keane VP, Sales Development

@scottckeane

Sales Development

Step 2: Sales Development

Sales Development at Salesforce.com: Two Roles

Enterprise Business Rep (EBR)

 Aligned with Account Executives

 Generate net new opportunities

 Training ground for future Aes

 Maximize what is in Salesforce

Sales Representative (SR)

 Handle inbound leads

 Qualify opportunities

 Face of salesforce.com

 Training ground for future EBRs

34

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

35

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

Offers   Free Trial / Demo / Events

Sales Representatives

Account Executives

“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

36

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

KEY INFO!

37

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?

-  Voicemail follow-up

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

-  Voicemail follow-up

- Provide a specific time for a call

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

-  Voicemail follow-up

- Are you still evaluating?

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

-  Voicemail follow-up

- Assume that you are no longer evaluating our services

- If still interested, let me know

Our Ultimate Deliverables – Quality Pipe and Revenue

39

Mike Wolff AVP, Commercial Sales, ESB

@mike_wolff

Sales

Step 3: Sales Success

Keys for Direct Sales Success

Small Business is BIG Business

Hire the best

Build a #EFFORT Mindset

Prepare for Success

Own the Sales Process

Real Time…All the Time

Drive Consistent Change

42

Small Business is BIG Business

95 Account Executives/10 teams

36,000 opportunities

Checkers vs. Chess - $$$ to $$$,$$$

Geography focused

First revenue producing AE role

95% Phone and GoToMeeting Based

43

ENTERPRISE

MID-MARKET

SMALL BUSINESS

We Want You!

Consultative Sales Skills

Strategic Thinkers

Genuine Curiosity

Competitive/Collaborative

Continuous Learners

Work Ethic

44

Between the Ears - #EFFORT Proactive

Team Oriented

First In and Last Out

Positive and Solution Oriented

Resourceful

Attention to Detail

Strategic

Goal Focused

Sense of Urgency

NO Regrets

45

Prepare for Success

46

Teach

Model

Try Coach

Document

OMITTED COMMIT

Own the Sales Process

LEAD INTRO

DISCO PROOF NEXT STEPS NEG

CLOSE

SELF EVAL

F/U ON ACTION ITEMS

PIPELINE BEST CASE

1 2 3 4 5 6

Checkers vs. Chess

48

Transactional -Consumer vs. Business -Website test -Buyer’s Role -Lack of business justification -Willingness to buy into process

Strategic -Business Evaluation -Value technology -Company priority -Build business case -Buy into process

Real Time…All the Time

49

The Only Constant is Change

50

Monthly Ops Reviews

Weekly 1:1s

Break things before they break you

Over Communicate

Direct Sales Success Lessons Learned

Hire the best

Build a #EFFORT Mindset

Prepare for Success

Own the Sales Process

Real Time…All the Time

Drive Consistent Change

51

Scott Keane

VP, Sales Development @scottkeane

Mike Wolff Lauren Vaccarrello

AVP, Commercial Sales-ESB @Mike_wolff

Sr. Director, Online Marketing @Laurenv

Why Work With a PDO A Few Reminders. . .

Survey (Session Record)

Partner Success Experts Innovation Theater and Lounge 1:1 Success Clinics Innovation Theater and Lounge Need to relax? Have a massage!

Check out the Partner Hub

Cloud Crawl (Thursday Night) 540 Howard Street

@partnerforce Follow us on Twitter

Why Work With a PDO Partner Hub – Speaker Debrief

Welcome Desk

Partner Success Clinics

Speaker Debrief

Area

SR Team Managers Drive Behaviors with Dashboards

55

We Use Dashboards to Manage Accountability

56

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

57

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 EBR Lead Qualified – 1-14 Qualified – 15-50 Qualified – >50

58

SR Success Begins with Investment in Human Capital

Recruiting Onboarding Coaching/Training