Best Practices for Lead Management Tricia Reilly, Bluebird Marketing Scott Keane, Salesforce.com Tony Siconolfi, MySpace.com/Fox Interactive Media Nancy Kamerer, Salesforce.com Marketing I

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“ 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.

Best Practices for Lead Management Tricia Reilly Principal Consultant Bluebird Marketing, LLC [email_address]

All About Bluebird Marketing INDUSTRY : Salesforce.com and Marketing Consulting EMPLOYEES : 1 GEOGRAPHY : North America # USERS : 1 PRODUCT(S) USED : SFA, Salesforce for Google AdWords, many AppExchange applications www.bluebirdmarcom.com Bluebirdblueprint.blogspot.com

INDUSTRY : Salesforce.com and Marketing Consulting

EMPLOYEES : 1

GEOGRAPHY : North America

# USERS : 1

PRODUCT(S) USED : SFA, Salesforce for Google AdWords, many AppExchange applications

What is Lead Management? Lead management encompasses Lead acquisition and data capture Data cleansing and lead import Lead distribution Lead enrichment, scoring and prioritization Qualification and conversion or cultivation The process touches: Marketing and/or Lead qualification Inside Sales or Telesales Field Sales

Lead management encompasses

Lead acquisition and data capture

Data cleansing and lead import

Lead distribution

Lead enrichment, scoring and prioritization

Qualification and conversion or cultivation

The process touches:

Marketing and/or Lead qualification

Inside Sales or Telesales

Field Sales

What is Lead Management? It’s a business process which should Map to your customers’ buying process Be documented for everyone’s benefit Be reviewed regularly to make sure it works

It’s a business process which should

Map to your customers’ buying process

Be documented for everyone’s benefit

Be reviewed regularly to make sure it works

Best Practices in Lead Management – The Process Before you do anything, talk to sales/marketing What do they consider a lead? Agree to what a “marketing qualified lead” is Find out at what stage sales will accept a lead Meet regularly to discuss the status of qualified leads Seek feedback from sales on the lead quality

Before you do anything, talk to sales/marketing

What do they consider a lead?

Agree to what a “marketing qualified lead” is

Find out at what stage sales will accept a lead

Meet regularly to discuss the status of qualified leads

Seek feedback from sales on the lead quality

Best practices in lead management – Data capture Garbage in, garbage out Wherever possible leverage web to lead Standardize your drop downs on web forms for consistency Spend the time to clean up lists before importing Don’t ask for too much data What do you need to be able to route a lead? The fewer questions you ask, the higher the completion rate. Clean up your picklists to streamline reporting Do you really need 25 lead sources? Use the highest level groupings you can and use dependent picklists to drill down

Garbage in, garbage out

Wherever possible leverage web to lead

Standardize your drop downs on web forms for consistency

Spend the time to clean up lists before importing

Don’t ask for too much data

What do you need to be able to route a lead?

The fewer questions you ask, the higher the completion rate.

Clean up your picklists to streamline reporting

Do you really need 25 lead sources?

Use the highest level groupings you can and use dependent picklists to drill down

Best practices in lead management - Enrichment Relevant data points create relevant sales calls Give your reps context – Who? What? How? Why? If it’s not relevant to sales, remove it! With web to lead, use hidden fields to populate info like lead source or lead action Consider using a market intelligence tool to capture more information about the lead to qualify them in or out

Relevant data points create relevant sales calls

Give your reps context – Who? What? How? Why?

If it’s not relevant to sales, remove it!

With web to lead, use hidden fields to populate info like lead source or lead action

Consider using a market intelligence tool to capture more information about the lead to qualify them in or out

Best Practices in Lead Management - Scoring Score your leads Measure your program effectiveness Help sales to prioritize their time and efforts Keep stuff with marketing until it’s sales ready

Score your leads

Measure your program effectiveness

Help sales to prioritize their time and efforts

Keep stuff with marketing until it’s sales ready

Best Practices in Lead Management – Close the loop Create some basic reports & dashboards to see Where are your best/worst leads coming from Where are your leads getting stuck

Create some basic reports & dashboards to see

Where are your best/worst leads coming from

Where are your leads getting stuck

Best Practices for Lead Management Scott Keane Sr. Director, Marketing Operations salesforce.com [email_address]

Closed-Loop Sales and Marketing Process Campaign Lead Capture Lead Qualification Analytics Opportunity Closure Opportunity Creation

Sales and Marketing Lifecycle Lead Capture Salesforce.com Website Marketing & Sales Corporate Sales Enterprise Sales Lead Qualification BusinessWeek Online Search Engine Marketing

Lead Capture

Case Study: Unlimited Edition Program Setup Campaigns Five segmented emails 11 Web Promotions (three EMEA) One Internet Search – Google One SFDC Application Promotion

Campaigns

Five segmented emails

11 Web Promotions (three EMEA)

One Internet Search – Google

One SFDC Application Promotion

Case Study: Campaign Creation Lead Source Lead Type Parent Campaign Region Status Start Date Campaign Date Country Campaign Record Type

Lead Source

Lead Type

Parent Campaign

Region

Status

Start Date

Campaign Date

Country

Campaign Record Type

Case Study: Follow-up Info for Sales Links to Email Templates Qualifying Questions by Job Function Product Interest

Links to Email Templates

Qualifying Questions by Job Function

Product Interest

Case Study: Lead Capture Form Prospects who click on offer are directed to landing page Information Captured and Lead Record Created

Prospects who click on offer are directed to landing page

Information Captured and Lead Record Created

Case Study: Lead Capture (cont’d) Lead Source = Email Marketing Lead Type = Contact Me Form Attaches Email Campaign

Lead Source = Email Marketing

Lead Type = Contact Me Form

Attaches Email Campaign

Case Study: Lead Follow-up Email Templates for Inside Sales Follow-up Customer Template Prospect Template Inside Sales reps contact leads one to three times, depending on type of lead

Email Templates for Inside Sales Follow-up

Customer Template

Prospect Template

Inside Sales reps contact leads one to three times, depending on type of lead

Lead Status Values Open - This is a fresh Lead that has not yet been followed up on. Working - This indicates that you have de-duped the lead and attempted contact Archived – No Interest - Non-responsive or no interest. Archived – Developing – Displays interest, but timeframe is to far out Bad Data – Lead doesn’t have sufficient contact information for follow up Contact – No Oppty – Could not qualify existing contact Contact – Current Oppty – Current Oppty for Same Product Contact – Recent Activity – AE activity on Contact within last 30 days Qualified – Converted into Opportunity

Open - This is a fresh Lead that has not yet been followed up on.

Working - This indicates that you have de-duped the lead and attempted contact

Archived – No Interest - Non-responsive or no interest.

Archived – Developing – Displays interest, but timeframe is to far out

Bad Data – Lead doesn’t have sufficient contact information for follow up

Contact – No Oppty – Could not qualify existing contact

Contact – Current Oppty – Current Oppty for Same Product

Contact – Recent Activity – AE activity on Contact within last 30 days

Qualified – Converted into Opportunity

Case Study: Opportunity Creation Campaign Source flows through from Lead to Opportunity Allows for closed-loop analytics

Campaign Source flows through from Lead to Opportunity

Allows for closed-loop analytics

Closed-loop Analytics Closed business tied back to leads Leads tied back to marketing campaigns Leads converted to opportunities Campaigns generate leads

Integrated Sales & Marketing Dashboards Marketing Metrics: Responses by Campaign Leads Generated Leads Converted Pipeline Created Pipeline/Spend Ratio Sales Metrics: Opportunities Created Opportunities Closed Top Sales Reps Top Account Executives

Marketing Metrics:

Responses by Campaign

Leads Generated

Leads Converted

Pipeline Created

Pipeline/Spend Ratio

Sales Metrics:

Opportunities Created

Opportunities Closed

Top Sales Reps

Top Account Executives

SR Dashboards Important to Ensure Effective Lead Follow-up Qualification # of Leads Untouched Leads untouched in 48 hrs Leads Being Worked by SR Public Shaming for SRs who Break the Rules

Best Practices for Lead Management Tony Siconolfi Vice President, MySpace.com Inside Sales MySpace.com/Fox Interactive Media [email_address]

All About MySpace.com INDUSTRY : Social Networking, On-line advertising EMPLOYEES : 1500+ GEOGRAPHY : Internationally, focus on US # USERS : 150+ PRODUCT(S) USED : SFA, Service & Support, 3 downloaded AppExchange applications The most viewed site on the Internet -69.9 million unique monthly users -38.7% reach of the US online population -46.4 billion page views per month -14+ billion total minutes per month -23.9 minutes per usage day per user ****7+ billion ads served a day

INDUSTRY : Social Networking, On-line advertising

EMPLOYEES : 1500+

GEOGRAPHY : Internationally, focus on US

# USERS : 150+

PRODUCT(S) USED : SFA, Service & Support, 3 downloaded AppExchange applications

What is a lead and best practices for generating them… Lead = Advertisers looking to spend on media campaigns throughout our site. Ways Leads Are Generated Web to Lead form on MySpace.com Lead generation partners, i.e. industry related sales sites….. General prospecting and referrals **Outside sales teams work on set list of accounts and do not use lead functionality

Lead = Advertisers looking to spend on media campaigns throughout our site.

Ways Leads Are Generated

Web to Lead form on MySpace.com

Lead generation partners, i.e. industry related sales sites…..

General prospecting and referrals

**Outside sales teams work on set list of accounts and do not use lead functionality

Best practices for lead distribution… Lead distribution/ Lead assignment rules Combining strict rules for team territory, with as detailed as can be assignment rules, distributes the leads real time and allows for more time to follow lead life and conversions Example: AE#1 and AE#2 share Southern California territory AE#1 gets leads sent in from 310 and 323 area codes & more AE#2 gets leads sent in from 714 and 562 area codes & more Lead Funnel Sales rep #1 Sales rep #2 Sales rep #3

Lead distribution/ Lead assignment rules

Combining strict rules for team territory, with as detailed as can be assignment rules, distributes the leads real time and allows for more time to follow lead life and conversions

Example: AE#1 and AE#2 share Southern California territory

AE#1 gets leads sent in from 310 and 323 area codes & more

AE#2 gets leads sent in from 714 and 562 area codes & more

Best practices for tracking lead lifetime… Setting standard stages for leads Allows you, as a manager, to track activity and success for each rep without phone stats, can you use this to track activity Along with reporting, this allows you to make sure that conversion rates are up to par and even that reps are getting their fair share of leads coming in

Setting standard stages for leads

Allows you, as a manager, to track activity and success for each rep

without phone stats, can you use this to track activity

Along with reporting, this allows you to make sure that conversion rates are up to par and even that reps are getting their fair share of leads coming in

Best practices for using reporting to manage… Reports and using them to track revenue and forecasting Lead History/Lifetime/Status – allows you to follow individual reps and the leads they are receiving, so when you use a few reports together, it creates a focused view of leads Conversion of leads – revenue generated is #1 goal Lead to qualified lead Qualified lead to conversion to opportunity or account Opportunity/account to closed revenue Average deal size, quality of leads, even distribution of leads to team, ect…

Reports and using them to track revenue and forecasting

Lead History/Lifetime/Status – allows you to follow individual reps and the leads they are receiving, so when you use a few reports together, it creates a focused view of leads

Conversion of leads – revenue generated is #1 goal

Lead to qualified lead

Qualified lead to conversion to opportunity or account

Opportunity/account to closed revenue

Average deal size, quality of leads, even distribution of leads to team, ect…

Salesforce support during the building phases and beyond… Developing your Salesforce look and feel… Scaling with you during the growth periods… Working with their partners during integrations.. Trouble shooting, when outside influences are affecting the flow…

Developing your Salesforce look and feel…

Scaling with you during the growth periods…

Working with their partners during integrations..

Trouble shooting, when outside influences are affecting the flow…

Best Practices for Lead Management Tricia Reilly, Bluebird Marketing Scott Keane, Salesforce.com Tony Siconolfi, MySpace.com/Fox Interactive Media Nancy Kamerer, Salesforce.com Marketing I

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