app academy: getting started (virtual classroom)

Getting Started as an App Vendor (ISV/OEM Partner) John Richter, Director – Partner Community, Salesforce Rajiv Patel, Senior Partner Community Program Specialist

APP Academy: Plan

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 any litigation, risks associated with completed and any 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-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These 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.

Benefits 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 ISV Guide – http://p.force.com/guide Question? – http://p.force.com/question

Session Goals

  Understand key components of the full partner lifecycle   Identify your place within the lifecycle, along with next steps   Navigate the Partner Community & utilize other resources   Consider key decision points in the lifecycle   Review key concepts like Salesforce1, Security Review,

Trialforce, LMA, COA, Partner Business Org, AppExchange, & Subscriber Support Console

  Be empowered to Market, Sell, & Support like Salesforce   Get inspired about your business

http://p.force.com/appsurvey

• Plan • Build • Distribute • Market • Sell • Support • Summary & Survey

Agenda

Plan Phase

APP Lifecycle

Build Distribute Sell Support Market Plan

Sign up

Technical Review (TE)

Business Review (PAM)

Partner Community ISVforce Guide APP Academy Resources & Tools Online Training (LMS) Support (Cases)

APP Lifecycle

Security Review ($)

Sign up


Environment Hub

Developer Orgs Test Orgs Packaging Org

Managed Package

Plan Distribute Sell Support Build Market

($) – denotes an additional fee may apply, speak with your Partner Account Manager (ISV) for details



APP Lifecycle

Security Review ($)

Trialforce Management Org

Partner website

Sign up

Operations Review

Final Contract Review (PAM)


Environment Hub


Managed Package

Plan Build Sell Support Distribute Market




APP Lifecycle

Security Review ($)


Partner website

Sign up

Operations Review

Final Contract Review (PAM) AppExchange Marketing Program (AMP) ($)


Environment Hub


Managed Package

Partner Business Org

•  Campaigns •  Leads •  Analytics

•  Cases •  Support Console •  Other Apps

•  License Mgmt App •  Opportunities •  Channel Order App

FREE

TRIALS

Plan Build Distribute Support Market Sell




APP Lifecycle

Security Review ($)


Partner website

Sign up

Operations Review

Final Contract Review (PAM) AppExchange Marketing Program (AMP) ($)


Environment Hub


Managed Package

Sales Review





FREE

TRIALS

Plan Build Distribute Support Sell Market




APP Lifecycle

Security Review ($)


Partner website

Sign up

Operations Review

Final Contract Review (PAM) Premier Support ($)

AppExchange Marketing Program (AMP) ($)


Environment Hub


Managed Package

Sales Review





FREE

TRIALS

Plan Build Distribute Sell Support Market




APP Lifecycle

Security Review ($) Operations Review



Sales Review





APP Lifecycle


Environment Hub







APP Lifecycle


Plan Build Distribute Market Sell Support

APP Lifecycle

Security Review ($)


Partner website

Sign up

Operations Review




Environment Hub


Managed Package

Sales Review





FREE

TRIALS





Which lifecycle phase are you in? Plan - still getting started Build - under construction Distribute - app is live! Market – generating leads, free trials, events Sell – managing leads, closed-won opportunities Support – solving customer issues

Quick Poll

Partner Community Tour

Where do you log into the Partner Community? https://login.salesforce.com https://www.partnerportal.com https://partners.salesforce.com https://developer.force.com/partners None of the above

Quick Poll

Let’s Take a Tour

https://partners.salesforce.com

Quick Start Top 10

Log Into the Partner Community Plan

#1

PARTNERS – Login Process

Go To http://partners.salesforce.com/ Select ‘Join Now’. Use your Salesforce org + Partner Portal login.

You’re In! Welcome to the Partner Community!

This is a ONE-TIME step. Go to http://p.force.com/signup for additional help.

Plan

Follow ‘Official: Partner Community” Select ‘Daily Digest’ emails

http://partners.salesforce.com/

Plan

Online Resources

http://help.salesforce.com http://success.salesforce.com

Learning Mgmt System + Partner Sales Aid Online Help Customer Community

http://p.force.com/LMS

http://appexchange.salesforce.com http://developer.salesforce.com

Plan

Office Hours

Partner Community Office Hours

Partner Marketing Power Hour

Security Review Office Hours

http://p.force.com/officehours

Dreamforce Office Hours

Plan

http://p.force.com/df14sessions

See the DF14 Partner Session Guide

•  Go to http://p.force.com/df14sessions •  Both ISV and SI recommendations •  Grouped by roles and topics •  100+ sessions for partners & entrepreneurs

http://p.force.com/tipsheet

Partner Community Tip Sheet

•  Training •  ISVforce Guide •  APP Academy •  Releases •  Roadmap •  Sales & Marketing •  Office Hours

Work With A Partner Account Manager (ISV)

  First call to determine status*   How to find a PAM   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   Understand program models – p.force.com/models

*Early stage partners should visit salesforce.com/startups

Plan

#2

salesforce.com/startups @salesforcestart

Sign up for Partner Online Training Now Includes the Partner Sales Aid

#3 http://p.force.com/LMS

Plan

Login must contain @partnertraining.com

Staff the Right Roles Consider a Product Development Organization (PDO)

#4 Tip: Talk with your PAM (ISV) about using a Product Development Organization (PDO) to augment your staffing

Plan

•  Manage all of your orgs in one place

•  Partner Business Org can be your “hub”

•  Create new orgs (demos, testing, development, etc.)

•  Custom Views help you organize and manage

•  Related orgs can be automatically discovered

•  Seamlessly switch between orgs without adding login credentials

Environment Hub Org Management for ISV & SI Partners

http://p.force.com/hub

Build

#5

Plan 6-8 Weeks for Security Review Starting When Your Full Solution is Submitted

#6 http://p.force.com/security

Build

Are you building mobile first?*

*add the /one/one.app extension to your salesforce.com URL

Build

#7 http://p.force.com/salesforce1

APP Academy: Distribute & ISVforce Guide

http://p.force.com/guide

Distribute

#8 http://p.force.com/distribute

APP Academy: Distribute & ISVforce Guide Distribute

#8 http://p.force.com/models

Leverage Marketing Resources

social media

http://p.force.com/marketing

Market

logos & branding

co-marketing

sponsorships

office hours

training

#9

Partner Business Org (2 free EE CRM licenses)

#10 Best Practice: Have a Certified Administrator on your staff to maintain and configure your org

Sell

Consider Partner Premier Support

Bonus

http://www.salesforce.com/services-training/partner-support

Support

Partner Community – Search & Support Support

Answers To Your Technical Questions*

http://developer.salesforce.com/forums

Support

*Standard Support will not respond to technical questions

Understand the Salesforce Release Cycle

http://p.force.com/releases

•  Salesforce has 3 releases per year •  Conduct Sandbox Tests on your app •  Review new features & functionality •  Take advantage of new innovations •  Stagger your own release

Support

ASK Yourself. . .

Introduction

1. Have you logged into the Partner Community?

2. Are you staffing the right roles (covering all the bases)?

3. Are you using Environment Hub?

4. Have you been through the APP Academy: Distribute?

5. Do you have a Partner Business Org?

Are you following the Official: Partner Community Group on ?

Build Phase

Decision Points during the Technical Review

Who Are You Selling To?

Distribution Licenses & Editions

Architecture Model

?

http://p.force.com/techreview

Who are you selling to?

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?

Custom Application CRM Extension

Need Screenshot + Logo

?

•  eSignature, Email Marketing etc. •  Extending Salesforce CRM •  Standard + Custom Objects

•  Accounting, supply chain, inventory •  No reliance on Salesforce CRM •  Custom Objects

Two License Types for Internal Users User License Description Use Salesforce CRM license

Chatter Full platform access Custom Objects

Selling app into existing Salesforce customers App requires CRM functionality

Salesforce Platform No CRM functionality Chatter Accounts, Contacts, Documents Custom Objects

Selling to net-new customer and/or existing customers App does not leverage CRM functionality

•  What objects does your app need access to? •  Do you need CRM functionality like campaign, case, or opportunity management?

Two License Types for External Users User Licenses Description Use

Customer Communities (ISV Portal)

- User Volume 5M - Millions of authenticated users - Limited sharing needed

Marketplace/eCommerce Millions of authenticated users Limited sharing needed

Partner Communities (ISV Portal w/ Sharing)

- User Volume 200K - Need granular sharing model - Read only Reports/Dashboards

Sharing model, reports Less than 100,000 users

•  Will your customer’s customers (external users) need access to your app? •  How many external users are expected? •  What kind of sharing is needed? Both internal and external users.

What Editions do you need to support?

Fewer features and objects than EE/UE No Workflow, Record Types, Custom Layouts, Custom Profiles, API

Enterprise & Unlimited Edition Group & Professional Edition

Workflow, Page Layouts, Record Types, API are available

•  Do you want to sell to existing Salesforce customers? •  Do you plan to support Group and Professional Edition?

How do you support various Editions?

Answer: Base Package plus Extension Package

Group & Professional Edition

Enterprise & Unlimited Edition

BASE BASE + EXTENSION

Salesforce1 Mobile App for ISVs

http://p.force.com/salesforce1

Ø  Create apps faster Ø  Custom actions Ø  ISV Apps in the Salesforce1 Mobile App Ø  Notifications in the Salesforce1 Mobile App Ø  Developer Resources

Is Your App Already a Salesforce1 Mobile App? Test It Now!

add the /one/one.app extension to your salesforce.com URL

Resources to get you started

  APP Academy: Build (p.force.com/appacademy)   Developer Force (developer.salesforce.com/)   Help & Training (help.salesforce.com)   Free Online Recordings – LMS (http://p.force.com/LMS)   Developer Discussion Forum (Dev Boards) –

developer.salesforce.com/

You Have Technical Questions? They Have Answers!

http://developer.salesforce.com/forums

ASK Yourself. . .

Build

1. Have you had a Technical Review?

2. Who is your target audience?

3. Have you signed up for Online Training (LMS)?

4. Have you met with a Technical Evangelist (TE)?

5. Are you using developer.salesforce.com? Dev boards?

Are you following the Technical Enablement Group on ?

Distribute Phase

Distribute and license like Salesforce

• AppExchange

• Free trials

• Branding

• License management

AppExchange: Managed Package

•  Your data model (objects, fields, etc.) •  Your classes, triggers, and pages

Managed Packages •  IP protection •  License management •  Trials •  Branding •  Upgrades •  Support Tools

APP Lifecycle


Partner website

Sign up


Environment Hub


Managed Package





FREE

TRIALS

Plan Build Distribute Support Sell Market

1.  Upload your managed package 2.  Register managed package version to Partner Biz Org (LMO) 3.  Install managed package in your TMO 4.  Create New Trialforce Template 5.  Spin up customer orgs via Trialforce 6.  Leads/Licenses automatically routed

Managed Package > LMO > TMO – the order matters for automatic routing!


Packaging & AppExchange best practices

• Invest in your AppExchange listing • This is your brand!

• Understand what can be packaged and upgraded • Setup > Partner Biz Org > TMO – Order Matters! • Most components are automatically added

• Don’t forget to include those that are not! • Use package install scripts

• Completely automates the process

Free Trials: Distribution Options with Trialforce

Your Company Website

Trialforce best practices

• Create multiple trial experiences • One for each vertical, industry, etc.

• Load sample data into your trials • Brand your trial experience • Use trials for testing and demos

The TMO helps you manage: Trialforce Source Orgs Custom Demo Orgs Branded Templates All of the above

Quick Poll

License Management

• Extend and customize the LMA to fit your business processes • Verify the LMA is installed in your Partner Business Org • Licenses cannot be moved to a different org

Summary: distribute and license like Salesforce

• AppExchange • World’s leading enterprise app marketplace

• Free trials • From AppExchange or your own website • Managed package > Partner Biz Org > TMO – the order matters!

• Branding • Give trials and apps your own look & feel

• License Management • Add, upgrade, or disable users (customize the app)

ASK Yourself. . .

Distribute

1. Have you watched the APP Academy: Distribute?

2. Have you set up your Partner Business Org?

3. Has your Trialforce Management Org been provisioned?

4. Do you have the LMA and Channel Order App?

5. How are you handling billing of your customers?

Are you following the Operations Review Group on ?

Market Phase

You want to build a “four wheel drive” strategy

Pull Strategy Build Your Brand

Outbound Marketing Inbound

Marketing

Push Strategy Generate Demand

Let’s Zoom In

Outbound Marketing Inbound

Marketing


Push Strategy Generate Demand

It All Starts with a Simple Message

Salesforce Aloha voice: §  Be conversational

§  Be direct

§  Be concise

Business-speak Aloha

Aloha #1: Be Conversational

Our standards-based software and tools provide a comprehensive, service-oriented architecture for the delivery of software applications. It enables enterprises to create and run agile, intelligent business applications while maximizing IT efficiency.

Traditional Techno-speak

Aloha Get up and running in no time.

Aloha #1: Be Conversational

Challenge reps with friendly competitions and contests, and broadcast results live on any TV or mobile screen.

Aloha #2: Be Direct

We innovate at every layer of the stack to design engineered systems that reduce the cost and complexity of IT infrastructures while increasing productivity and performance.


Aloha Increase performance; keep costs low.

Aloha #2: Be Direct

Aloha #3: Be Concise

We provide on-demand infrastructure that scales and adapts to your changing business needs. Whether you are creating new applications or running existing applications we provide best-in-class price-performance and end-to-end support.


Aloha Build on anything. Run on everything.

Aloha #3: Be Concise

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

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

Quick Poll

Now Create Your Shareable Content  Videos  Customer stories  Infographics

 White Papers  E-Books  Blogs

Best practices for PR success

1.  Reporters are writers

2.  Customer success

3.  Metaphors

4.  Get social

5.  Press Release approval

Create awareness and demand at events

Build your events strategy

Don’t miss Salesforce events

Engage your customers where they are

Optimize your lead follow-up with sales

Keys to conversion success

•  Nurture emails

•  Alignment with sales

•  Quick follow up

•  Equitable lead distribution

•  Clear conversion criteria

•  Multi-touch approach

AppExchange Best Practices

Your AppExchange listing includes: Free Trial Video Support Details Product Description All of the above

Quick Poll

•  All new design for easy access

•  Optimized for mobile

•  New organization by category, industry and collection for easier discovery of apps

# 1: Create your billboard w/ Banners, Tiles, & Logos

NOT

# 1: Create your billboard w/ Banners, Tiles, & Logos

BANNER

TILE

LOGO

• Real benefits • What makes you different?

• Does it look cool? Aloha voice: • Conversational • Direct

• Concise

# 2: Know Your Audience - Messaging

•  Include call-outs on screenshots

•  Videos less than 2 minutes

•  Clear workflow

•  Screenshots should tell a story

# 3: Educate with Screenshots &Video

# 3: Educate with Screenshots &Video (tell a story)

IN OUT

•  Proactively request reviews

•  Engage & respond to feedback

•  Turn negatives to positives

•  Read & respond every day

# 4: Engage the Community with Reviews

•  30-day free trial

•  Provide pricing details

•  Provide support details

•  Custom branding (Trialforce)

•  Checkout

# 5: Make it Easy to Try and Buy

# 5: Make it Easy to Try and Buy

Bonus: Measure Success & Iterate

Inbound Marketing


Leverage Marketing Resources

social media

http://p.force.com/marketing

logos & branding

co-marketing

sponsorships

office hours

training

AppExchange Marketing Program (AMP) Co-Sponsoring Packages with Salesforce

http://p.force.com/AMP

The AppExchange Marketing Program (AMP) is a game-changing co-marketing engine designed to accelerate growth for AppExchange partners. Partners invest in AMP to:  Amplify their AppExchange sourced opportunities  Create meaningful connections with customers, prospects, and sales  Leverage Salesforce’s brand power  Increase awareness and adoption

Inbound Marketing (Build Your Brand) Overview Resources AMP High Impact Message AppExchange Content Cycle Break

Outbound Marketing (Generate Demand) Planning

Social Media

Campaigns

PR

Word of Mouth

Events

Digital Marketing

Email

APP Academy: Marketing (Virtual Classroom)

ASK Yourself. . .

Market

1.  Is your messaging simple?

2. Have you looked at other AppExchange listings?

3. Have you watched APP Academy: Market?

4. What events are you participating in?

5. Have you signed up to learn more about AMP?

Are you following the Partner Marketing Group on ?

Sell Phase

What is your biggest concern with Sales? Generating leads Qualifying leads Managing pipeline Closing deals Other (please specify in the side panel)

Quick Poll

Salesforce coverage model

< 100 Employees

100 -‐ ~3,500 employees

Top 2000 Account Families

SMB ESB

Desk & Do

Enterprise Sales

CMRL – Named CMRL – GEO

MM

Salesforce 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 benefits? §  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 flexibility

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.com Events

Dreamforce significantly exceeded our expectations. From the quality of leads to the ability to connect with a wide and qualified 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

•  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

ASK Yourself. . .

Distribute

1. Are your sales & marketing teams aligned?

2. Do your reps know all of your competitors, really?

3. Are you selling at the C-level?

4. Do you focus on ROI and TCO?

5. Have you watched APP Academy: Sell?

Support Phase

Technology – Subscriber Console (LMA)

View details of the subscriber.

Login as a subscriber user who granted access

View limit usage…

Debug Your Code (with package debug

exposed)

Technology – Developer Console

Key Technology – Push Major •  You can push a major version of your package directly to any

subscriber, not just patches

•  Solves the problem of subscribers being on multiple versions of your package

•  Best part? No need for a separate patch org!

•  Very Powerful, Exercise Caution!

It is your responsibility to be “in the loop”

•  Release information is found in the Partner Community

•  Read the Release Notes

•  Know your Release Dates and Production •  Don’t overlap Salesforce releases

•  Try new features in your Pre-Release org -  A safe place to play with new features

•  Test, Test, Test in the Pre-Release after

upgrade. -  Encourage your customers to do the

same! http://p.force.com/releases

Pre-Release Regression Testing

Customer Support Checklist

§  Communicate Support Policies on your AppExchange listing

§  Stay “in the loop” on our releases

§  Take advantage of our support tools

Consider Partner Premier Support

http://www.salesforce.com/services-training/partner-support

ASK Yourself. . .

Support

1. Support details on your AppExchange listing?

2. How can someone get support from you right now?

3. Are you using the Subscriber Support Console (LMA)?

4. Have you considered Premier Support?

5. Have you watched APP Academy: Support?

Are you following the Releases for Partners Group on ?

Summary & Survey

Session Goals

  Understand key components of the full partner lifecycle   Identify your place within the lifecycle, along with next steps   Navigate the Partner Community & utilize other resources   Consider key decision points in the lifecycle   Review key concepts like Salesforce1, Security Review,

Trialforce, LMA, COA, Partner Business Org, AppExchange, & Subscriber Support Console

  Be empowered to Market, Sell, & Support like Salesforce   Get inspired about your business

http://p.force.com/appsurvey

Was this program helpful? Extremely Mostly Partially Barely

Quick Poll

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

Thank you