Best Practices: Empowering Sales Teams in Media

Andrew Savitz, Salesforce

Audra Martin, The Economist Group

Andrew Schmitt, OutCast Communications

Track: Media

Safe Harbor Statement

“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.

The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates.

Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.

Thank You to our Partners!!!

Andrew Savitz

Product Strategy – Media

Media Industry Adoption Worldwide

DigitalPrint & Publishing

EntertainmentAdvertising & Agency

A Windy (and Slow) Road to Innovation

Trends in Media

Business Challenges• Inconsistent sales process• Complicated forecasting• Limited visibility & reporting• Little team collaboration

Technology Challenges• Limited IT resources• Data is decentralized• Integration between systems

Four Gems to Put in Your Back Pocket

Gem #1: Simplify Life For Your Sales Team

TO-DO

Meet with client / agency

Campaign discussion

Receive RFP

Submit proposal

Agency feedback

Recommended list

Plan approved

Insertion order

PAYDAY!

RFP & rate approvals

Painless forecasting

Email integration

Access everywhere

WIIFM? More Time to Sell.

Gem #2: An Agile Selling Philosophy

Collaborative selling (“one pipeline”)

Where it makes sense: good fences make good neighbors

Preservation of sensitive sales info across properties

Management & corporate visibility

Controlled flexibility for: Advertisers & Agencies

Client Campaigns & Proposals

Fit to your business

The integrated media pipeline is a paradigm shift

Gem #3: Business Visibility On Demand

A real-time picture of your business:

Forecasting & reporting

Ad volume & revenue

Rep, issue, time, region, etc.

Historical trends

Period, agency, brand, etc.

Available inventory

Gem #4: The Integrated Media Desktop

Campaign Management Systems

Data Providers

Ad Systems

Financial Systems

Audra Martin

Project Manager – Business Analyst

All About The Economist Group

• INDUSTRY: Media

• EMPLOYEES: ~1000

• GEOGRAPHY: Global

• # USERS: 177

• PRODUCT(S) USED: SFA

The Economist Group is the leading source of analysis on international business and world affairs. We deliver our information through a range of formats, from newspaper and magazines to conferences and electronic services. What ties us together is the objectivity of our opinion, the originality of our insight—and our advocacy of economic and political freedom around the world.

The Economist Group

Advertising Sales Client events, interests Conference speakers

The Economist Group

Subscription & Custom Product Sales Business Operations (order processing) Accounting (info for invoicing)

Key Challenges

Business Challenges

• No pipeline transparency / central forecasting

• Account history hard to obtain

• No continuity in account management

• Business processes very manual and non-standardized

• No automated lead distribution

Technology Challenges

• Multiple systems requiring support and upgrades

• Incompatible business applications

Key Solutions –Improved Pipeline Transparency / Central Forecasting

Dashboards are set up so each sales person, sales manager and sale director know what is in the pipeline (and what is not), as well as what work is being done to fill the pipeline

Key Solutions –Improved Pipeline Transparency / Central Forecasting

Side-by-side gauges allow sales managers to compare what has closed vs. what is still

in the pipeline for the same time period.

Key Solutions –Improve How Account History is Mined

We utilize Territory Management to allow multiple sales teams to track their sales to a client

Custom report pulls up opportunity history for entire account hierarchy.

Key Solutions –Improve How Contact Information is Tracked

Custom fields to track contact information. We use record types to control picklist options for these

Custom Secondary Owner field allows users to pull up their contacts, even if they “share” that agency person with a colleague

Salespeople request comps for their clients. This information is reported to the circulation team.

Custom object used to track Agency contact’s Advertiser clients

Key Solutions –Improve How Contact Information is Tracked

Campaigns are used to track several things, including:- marketing campaigns- event/conference invitations and attendance.

Key Solutions –Improve Business Process and Documentation

Automated tasks notify business operations and finance teams when an opportunity is ready to process and invoice.

Pertinent documents for processing and reference are attached throughout the life of the opportunity.

Key Solutions –Automate Web-to-Lead

Automated reply recorded in salesforce along with other activities.

Lead Assignment rules determine who should receive the lead

Leads are automatically connected to Campaigns based on the form they submitted.

Marketing can track success of specific web forms/positions based on conversion and close rates

Key Solutions –Help Team Access and Find Information

Reminders and quick links to common reports are included on the home page and in the left navigation.

Users only see the links and reports relevant to their team.

Benefits for the Business

Better client information Faster updates – it’s all in one place

Central tracking of invitations, attendance, meetings and correspondence – less duplicated effort

Visibility Management has view into pipeline every week at team meetings

Pipeline and sales call report used to manage

Easier reporting Territory management – quickly view how territories in a region are

performing, as a group or individually

Custom Opportunity fields – reporting by publications (ad sales) and sales departments (other product lines)

Business continuity History easily accessible when sales manager receives a new territory

Deployments & Ongoing Support

Training Deployments

include full-day group training and one-on-one follow-up training.

Support One Global

Salesforce.com Administrator

Four Application Support Staff in the regions

Date of Rollout Business Unit/Region Adopted

Sept 2005 The Economist North America

Aug 2006 The Economist EMEA

European Voice

Mar 2007 Economist Intelligence Unit (EIU)

Americas

Apr 2007 EIU EMEA

Jul 2007 EIU Asia Pacific

Sep 2007 EIU Eastern Europe

The Economist Asia

Looking Ahead

Planned Dates Future Projects

Oct-Dec 2007 Mobile Edition rollouts

Insertion Order submission automation

Add split revenue tracking and reporting

Deploy cases/knowledge base for internal

customers

2008 CFO Implementations for North America, EMEA,

and Asia teams

Integration with Peoplesoft

Mashups with Ad Control system

Andrew Schmitt

Director, OutCast Communications

All About OutCast Communications

• INDUSTRY: Media (Agency - Public Relations)

• EMPLOYEES: 75

• GEOGRAPHY: US (SF and NYC)

• # USERS: 75

• PRODUCT(S) USED: SFA

OutCast Communications is an award-winning public relations firm that partners with the best and brightest enterprise and consumer technology companies to support everything from corporate communications and IPO, to industry leadership, customer momentum, company and product launches. OutCast fosters an environment of excellence and creativity to provide the highest level of customer service and outstanding results.

Describe the OutCast business…

• Full service PR Agency

• Specialize in media relations

• Our reputation lives and breathes with our clients’ reputations

Out-CoachExecutive visibility

Speaker placement

Media training

OutsmartInfluencer Identification

Vertical programs

IPO services

OutrageousEvents and parties

OutCast Dinner Club

Direct mailings

OutflankPositioning/Messaging

Competitive response

Customer care

Out-HustleLaunch programs

Product reviews

Crisis PR

OutreachMedia Relations

Analyst Relations

Vertical media

Key Challenges

Business Challenges No centralized repository for press interactions Inability to dynamically segment contacts or build reports

• Lack of visibility into lead generation

• No defined sales process to track new business

• Growing business

• Expanding client base = exponential number of press contacts

• Multiple offices, remote workers

Technology Challenges Limited IT resources Non-technical user base No integration to third-party applications (i.e. email)

The Solution

Centralized CRM system

• Fast, access from anywhere

• Easy to use, minimal training

• Easy to customize

• Integration with Outlook

Visibility into new business leads • Historical log

• Focus on key opportunities

Before After

Inaccurate, no visibility and essentially worthless

Easy to use, valuable resource that all employees want to use

Home-grown contact database

• Painfully slow

• Had to be in the office

• Limited user adoption

• Costly to customize

Inefficient pipeline tracking

• Repeat calls

• Limited visibility

Products Implemented: SFA

# of Users: 65

Integration: migration from legacy system

Training: none! (...but should we?)

Business Units Affected: entire org!

Deployment Details

The Results

92% log in rate

Increased reporter/client satisfaction OutCast named a “Top Tech Communicator” in a

survey of reporters conducted by PR Source Code

Improved business leads and reporting Average of 20% growth year-over-year

Only added one employee

IT administrator is a “hero” No maintenance, he can focus on additional tasks

Press Relations

Andrew – can you include a screenshot from

Salesforce that shows your core business (press

relations) and further the custom fields, etc. that

you added… I want our audience to see a “PR”-

oriented application

Reporter contact

information

Reporter biography

information

Press RelationsLogs all contact with reporters for

each client. Integration with Outlook makes this as easy as

sending an email.

Manages all background documents and meetings notes in

one location.

Event ScoutingFind information on event venues in different cities at click of button.

New Business

Central system for managing new business pipeline.

New Business

Run a report to see real-time status of new business pipeline.

Track the “source” of leads.

Best practices for entering data uniformly

New hire training

Ingrained in our company culture – our business is

contact management / relations and Salesforce is

the platform which enables that

Ongoing Challenges

Future Projects

Human resource applications

PTO

Staff management and recruiting

Freelance temporary employees

Exploring additional PR applications

Press release tracking application

Event venues

Additional functionality

Security and permissions (sensitive contact info)

Salesforce Content – for intranet/portal content

Summary

Salesforce has become the standard for the way

we conduct our business

Our team wants to use the application

Salesforce is the platform that helps our team

share the real-time information we need to do our

jobs

Final Conclusions

Simplify life for your sales team

Collaborative selling

Business visibility

Integrated media desktop

Andrew Savitz

Product Strategy – Media

Andrew Schmitt

Director

QUESTION & ANSWERS

Audra Martin

Project Manager – Business Analyst

Don’t miss these Activities: for Media & Communications

Visit our Media & Comms Expo8 Partner Solutions Media and Communications

DemosMeet over 450 Media & Comms

AttendeesBirds of a Feather Industry

Luncheon: Tue 12:15Enjoy a Latte and Network in our

Industries Lounge

Session FeedbackLet us know how we’re doing!

Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories:

Overall rating of the session Quality of content Strength of presentation delivery Relevance of the session to your organization

We strive to improve, thank you for filling out our survey.

Additionally, please score each individual speaker on: Overall delivery of session