APPEXCHANGE PARTNER PROGRAM OVERVIEW

Succeeding Together in the Fastest Growing Cloud Economy

Table of Contents

03Program Design

05AppExchange Partner Benefits

06Partner App Distribution Models

08Program Economic Model

09Resources

The Ecosystem Opportunity for ISVsThe success of our customers, partners and communities is at the center of the Salesforce ecosystem. Together, we grow and invest in ways that empower you to build on the Customer 360 Platform, fuel customer digital transformation through your AppExchange solutions, and be at the forefront of innovation. Through the AppExchange Partner Program, every ISV, developer and entrepreneur is set up to power customer success while creating profitable and sustainable businesses. 

Now more than ever, Salesforce partners have a tremendous opportunity to help customers stabilize and accelerate their businesses. With 100% of the Fortune 100 and 90% of the Fortune 500 using an AppExchange app, the opportunity has never been greater for you to grow your business as a partner. AppExchange solutions play a key role in supporting customers on their journey with Salesforce across every cloud, country and industry.

We are thrilled to be your guide on your AppExchange partnership journey.

AppExchange Partner Program Overview 2

Program Design

A Program that is Centered on Transparency

The three key pillars of the AppExchange Partner Program - customer success, innovation, and engagement - help grow our ecosystem and your business. These pillars are also the basis for how we measure your performance as a partner in our program, which gives you the visibility you need to grow your business successfully.

The AppExchange Partner Trailblazer Score and Tiers

The AppExchange Partner Trailblazer Score is designed to measure and evaluate a partner’s performance and reward additional benefits as your performance improves. Our key pillars of customer success, innovation, and engagement represent categories of metrics we use as part of the AppExchange Partner Trailblazer Score. Each pillar is made up of two metrics, and a total allocation of 1,000 points, which you can see in the image on the next page.

33AppExchange Partner Program Overview

SUMMITSUMMIT

CRESTCREST

RIDGERIDGE

BASEBASE

Retention RateAverage App Rating

Technology AdoptionTrailhead Badges

Revenue Growth RateTotal Revenue

35% of points350 points

30% of points300 points

35% of points350 points

Total 1,000 Points

INNOVATIONINNOVATION ENGAGEMENTENGAGEMENTCUSTOMER SUCCESSCUSTOMER SUCCESSCUSTOMER SUCCESS

For every partner, your total AppExchange Partner Trailblazer Score determines your partner benefits tier. These benefits are based 100% on what you achieve in the program. Partners can earn their way into higher tiers of benefits in a programmatic and predictable way. The tier structure includes: 1. Base (lowest tier) 2. Ridge 3. Crest 4. Summit (highest tier).

4AppExchange Partner Program Overview 4

AppExchange Onboarding Trails

Partner Communications

Partner Community

Channel Order App

License Management App

Trailforce

ISV Developer Tools

Security Review

build

plan

market

AppExchange Listing

Partner Badges

AppExchange Marketing Program

Marketplace Analytics

Sponsorships

support

Partner Forums

Partner Trails

Partner Webinars

Technical Case Packs

Certification Exam Vouchers

AppExchange Partner BenefitsNo matter what stage of your journey, we are here to support you

Check out the full list of benefits by Program Tier >

55AppExchange Partner Program Overview

https://partners.salesforce.com/s/education/appinnovators/AppExchange_ISV_Program_Benefits_4

Partner App Distribution Models

Choosing the App Agreement Type that’s Right for Your Business

There are two primary partner app distribution models available to AppExchange Partners to support how you sell your apps to customers. These two models are called ISVforce and OEM. No matter which one you choose for your app, you have access to Salesforce technology that allows you to build, distribute, market and support your app.

ISVforce apps have a dependency on core Salesforce technology (i.e. Sales or Service Cloud) and must be sold to an existing Salesforce customer. Customers use their existing licenses to access an ISVforce app. OEM apps do not have a dependency on the core Salesforce technology and instead deliver a Force.com Embedded Edition User License (i.e. a Salesforce Force.com License with contractual restrictions) along with the app.

66AppExchange Partner Program Overview

ISVforce OEM

Partner App Distribution Model Types

15% net revenue

App with dependency on Salesforce Technology (ie. Sales or Service Cloud)

Can sell to:

• Existing Salesforce customers only

Ability to:

• Create custom fields on objects• Access to CRM objects• Access to Sales/Service Cloud features• Use Deduplication feature• Custom objects

25% net revenue

A full custom app experience without dependency on Salesforce Technology (ie. Sales or Service Cloud)

Can sell to:

• Existing Salesforce customers and non-Salesforce customers

Ability to:

• Create custom fields on objects• Access to additional OEM app +

some ISV apps• Only view dashboards if running

user also has the same license

Salesforce provides all core features and technologies ISV and OEM partners need to build, distribute, sell, and support enterprise solutions.

AppExchange Partner Program Overview 7

Program Economic Model

Revenue Share — We Succeed When You Succeed

Salesforce offers a standard revenue share pricing model – Percentage Net Revenue (PNR) – that is dependent on the app distribution model a partner chooses. A partner participates in revenue sharing with Salesforce only after they have reported their revenue for the first time to AppExchange. This supports the mutual success of the AppExchange Partner and Salesforce and allows us to offer various benefits as the partnership grows. Each partner that plans to commercially distribute their app will need to accept or sign a partnership agreement that is relevant to their partner category.

Marginal Royalty — A New Way to Expand Your Profitability in Our Program

The AppExchange Marginal PNR Model, a partner program benefit, enables partners to expand their margins as their business scales. Enrolled partners become eligible for lower marginal royalty rates on future and add-on bookings when they achieve USD 1,000,000 or greater in AOV. Learn more about the Marginal Royalty Model.

88AppExchange Partner Program Overview

https://partners.salesforce.com/s/education/appinnovators/AppExchange_Partner_Program%23z

Resources• The ISV Onboarding Guide

• Partner Program Categories Understand the AppExchange Program Categories in the Salesforce Partner Program Policies document.

• Enablement Questions Post a question in the Partner Community using the ISV Business Enablement Chatter Group

• Technical Onboarding Questions Post a question in the Partner Community using the AppExchange & ISV Technical Enablement Chatter Group

9AppExchange Partner Program Overview 9AppExchange Partner Program OverviewAppExchange Partner Program Overview

https://appexchangeguides.relayto.com/e/isv-onboarding-guide-jcvehuiiqzjsr/slides?hub=partner-community-5e70a5780bf97https://partners.salesforce.com/s/education/general/Partner_Programhttps://partners.salesforce.com/loginswitcher?startURL=%2F_ui%2Fcore%2Fchatter%2Fgroups%2FGroupProfilePage%3Fg%3D0F93A0000001zSeSAIhttps://partners.salesforce.com/loginswitcher?startURL=%2F_ui%2Fcore%2Fchatter%2Fgroups%2FGroupProfilePage%3Fg%3D0F9300000001s8i