Campaigns to Cash Elizabeth Smyth, salesforce.com Kirk Crenshaw, RevCatalyst Marketing I: Building the Funnel

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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.

What Are We Going To Cover? Why you would want to track your marketing programs with campaigns How to use campaigns Benefits of campaign management – Dashboards Best Practices

Why you would want to track your marketing programs with campaigns

How to use campaigns

Benefits of campaign management – Dashboards

Best Practices

cam·paign man’age·ment [kam-peyn man-ij-muh’nt] noun. Managing a series of marketing tactics that are all designed to achieve a specific business goal (increased revenue, leads, customer adoption, etc). Why track your marketing programs using campaigns? What is campaign management?

cam·paign man’age·ment [kam-peyn man-ij-muh’nt] noun. Managing a series of marketing tactics that are all designed to achieve a specific business goal (increased revenue, leads, customer adoption, etc).

Why track your marketing programs using campaigns? Types of Marketing Programs Awareness Press and Media Analyst Relations Customer References Advertising Lead Maturation Webinars Demos White paper programs Offers Case studies VIP Dinners etc Web Web Site Design On line Promotions Promotions Lead Generation Search Engine Marketing Events Direct Response – email, mail, telemarketing List rental/Purchase

Press and Media

Analyst Relations

Customer References

Advertising

Webinars

Demos

White paper programs

Offers

Case studies

VIP Dinners etc

Web Site Design

On line Promotions

Promotions

Search Engine Marketing

Events

Direct Response – email, mail, telemarketing

List rental/Purchase

Why track your marketing programs using campaigns? Marketers Have Difficultly in Measuring ROI without Lead Visibility Ability to Measure Marketing Return Satisfied with Ability to Measure ROI Dissatisfied with Ability to Measure ROI Percent of Companies CMO Council Survey of over 1,000 marketing executives Tracking Leads Through Sales Cycle Data Compatibility Uploading Data Slow Response Top Difficulties in Lead Generation Percent of Companies Inability to Track from Lead-to-Close Poor Data Quality Out-of-date Information Poor Reporting Tools

Inability to Track from Lead-to-Close

Poor Data Quality

Out-of-date Information

Poor Reporting Tools

Poor Lead Management Inconsistent Branding Poor Response Rates & ROI Lost Leads Slow Response Ineffective Lead Process Poor Quality Messaging/ Branding Outdated Information in Field Difficult Proving Marketing Effectiveness Can Not Track Lead to Close No Accountability for Leads Poor Data Quality Why track your marketing programs using campaigns? Top Marketing Challenges

Poor Response Rates & ROI

Lost Leads

Slow Response

Ineffective Lead Process

Poor Quality Messaging/ Branding

Outdated Information in Field

Can Not Track Lead to Close

No Accountability for Leads

Poor Data Quality

Automated & Optimized Lead Management Closed business ties back to leads Leads tie to marketing campaigns Why track your marketing programs using campaigns? Complete Visibility of Campaign Effectiveness from campaign to revenue Closing the Sales & Marketing Loop

To get a holistic view of how your marketing initiatives are performing and to replicate successful programs / tactics / channels. Why track your marketing programs using campaigns? In summary….

To get a holistic view of how your marketing initiatives are performing and to replicate successful programs / tactics / channels.

How to use campaigns Business Stuff First… GOALS PROGRAMS PLANS EXECUTION REPORT Define your goals and objectives Pipeline? Revenue? Leads? Adoption? Decide on the specific initiatives under each of those programs Schedule Budget Targets Metrics Channels Create your campaign, and make it happen! Landing pads Unique phone numbers Audience lists Track your response and Show the success of your programs Reports Dashboards Email campaigns Events PR Telemarketing Determine the programs you will use to achieve those goals

Define your goals and objectives

Pipeline?

Revenue?

Leads?

Adoption?

Decide on the specific initiatives under each of those programs

Schedule

Budget

Targets

Metrics

Channels

Create your campaign, and make it happen!

Landing pads

Unique phone numbers

Audience lists

Track your response and Show the success of your programs

Reports

Dashboards

Email campaigns

Events

PR

Telemarketing

Determine the programs you will use to achieve those goals

Inside Opportunities Field Opportunities Lead Capture Lead Qualify Website Events How to use campaigns Manage all types of campaigns and responses Phone Search Engine PR/Events Email

How to use campaigns Set your campaigns up for easy analysis and Reporting Tips & Tricks Have a naming convention: eg EMEA – FY08Q3 – City Tour - Brussels Tips & Tricks Set the right campaign record type eg email, events etc Tips & Tricks Define your lead source values so they tie back to budget dollars Tips & Tricks Tie campaigns together with a custom field like “Parent Campaign”

How to use campaigns Make it easy for your sales teams Tips & Tricks Attach Relevant Documents Tips & Tricks View all opportunities from the campaign and calculate ROI

How to use campaigns Start off with a unique landing pad

How to use campaigns Lead Management is Crucial to the Success of your Campaigns Score Leads Automated Calculations 1 2 3 4 Lead Management Example Optimize Lead Distribution Automate Lead Capture De-Duplicate 5 Analyze in Real-Time Reports and Dashboards Source: Industry: Company Size: 1 2 4 7 Score < 10 Product: A Inside Lead Queue Round Robin Distribution Score > 10 Product: B Outside Northeast Sales Rep Queue Routing Rule: Lead Queue: Lead 1 Lead 2

Score < 10

Product: A

Inside Lead Queue

Round Robin Distribution

Score > 10

Product: B

Outside Northeast Sales Rep Queue

Benefits of Campaign Management Example Report #1 – Campaign Metrics

Benefits of Campaign Management Example Report #2 – Lead Status

Benefits of Campaign Management Example Report #3 – Lead Source

Benefits of Campaign Management Leverage Pre-Built Reports Lead Lifetime Report Campaign Opportunity report Average transaction size Lead Lifetime Report Campaign Opportunity report $ or Deal Won Business Lead Lifetime Report Campaign Opportunity report $ Pipeline Created Lead Lifetime Report (count of opportunities) Campaign Opportunity report Count of Qualified Leads Lead Report Campaign ROI report Count of Leads Lead Reports Campaign Reports Metric

Benefits of Campaign Management Example Dashboard – Campaign Effectiveness METRIC snapshot of key metrics COMPARE performance v. target REPORT campaign revenue generated GROUP responses by tactic TREND data shows impact LIST top performing campaigns

What are we going to cover? Why you would want to track your marketing programs with campaigns How to use campaigns Benefits of campaign management – Dashboards Best Practices

Why you would want to track your marketing programs with campaigns

How to use campaigns

Benefits of campaign management – Dashboards

Best Practices

KIRK CRENSHAW CEO REVCATALYST [email_address]

All About Company RevCatalyst INDUSTRY : Marketing Consulting EMPLOYEES : 2+ GEOGRAPHY : United States # USERS : 2+ PRODUCT(S) USED : SFA, SFGA, Marketing, 5 downloaded AppExchange applications RevCatalyst delivers revenue focused demand generation services to help growing B2B companies develop, plan, and implement a high quality lead generation operation.

INDUSTRY : Marketing Consulting

EMPLOYEES : 2+

GEOGRAPHY : United States

# USERS : 2+

PRODUCT(S) USED : SFA, SFGA, Marketing, 5 downloaded AppExchange applications

Why Do I Use Campaigns? Closes the loop Measure ROI/ROM Measure of success or failure Adjust resources/$ Supports the sales process Context Nurturing Centralizes reporting Center of my universe Proves my value! Budgets

Closes the loop

Measure ROI/ROM

Measure of success or failure

Adjust resources/$

Supports the sales process

Context

Nurturing

Centralizes reporting

Center of my universe

Proves my value!

Budgets

Getting Started

Step 1: Evaluate Your Sales/Marketing Process How to you generate, track and measure demand? Program Mix/Tactics Audience/Segmentation Offers/Assets Nurturing What happens to the responses? (Closing the Loop) Response/Data Capture Inquiry/Lead Routing Follow-up/Emails Tracking Scoring

How to you generate, track and measure demand?

Program Mix/Tactics

Audience/Segmentation

Offers/Assets

Nurturing

What happens to the responses? (Closing the Loop)

Response/Data Capture

Inquiry/Lead Routing

Follow-up/Emails

Tracking

Scoring

Tip: Leverage a Process Map Updated – SFGA Blog http://blogs.salesforce.com/adwords/2007/06/process_maps_ge.html

Updated – SFGA Blog

http://blogs.salesforce.com/adwords/2007/06/process_maps_ge.html

Step 2: Define Reports What do you want to track? High Level Executive Granular ROI/ROM analysis Tactics Segments Sales reporting Define dashboards Reports drive design

What do you want to track?

High Level

Executive

Granular

ROI/ROM analysis

Tactics

Segments

Sales reporting

Define dashboards

Reports drive design

Tip: Draw Up Plans or Mock Up in Excel

Step 3: Define Necessary Fields What fields do you need? Remember: Can’t report on what you don’t capture What information is needed to fulfill reports? Lead vs. Campaign Marketing vs. Sales What will create “context”? Assignment or Auto Response triggers? How will they be organized? Define page layout Logical grouping

What fields do you need?

Remember: Can’t report on what you don’t capture

What information is needed to fulfill reports?

Lead vs. Campaign

Marketing vs. Sales

What will create “context”?

Assignment or Auto Response triggers?

How will they be organized?

Define page layout

Logical grouping

Step 4: Create Personalized Auto Reponses Leverage Auto Response/Assignment Triggers Responds with a relevant auto reply email Can personalize with merge fields

Leverage Auto Response/Assignment Triggers

Responds with a relevant auto reply email

Can personalize with merge fields

Implementation Check List Add fields Customize page layouts Customize lead assignment rules Create follow-up emails Set auto-response rules Create any needed custom workflow rules Create and implement web-to-lead forms Create and implement desired reports and dashboards

Add fields

Customize page layouts

Customize lead assignment rules

Create follow-up emails

Set auto-response rules

Create any needed custom workflow rules

Create and implement web-to-lead forms

Create and implement desired reports and dashboards

Example: Campaign Page Layout Defines who responded

Take It to the Next Level

Campaign Page Layout Performance Context

Marketing Influence Report

Consoles – Follow-up Calling

Other Advanced Capabilities Record types Impact page layout based on campaign type Lookup fields Can create campaign hierarchies Member “Status” Fields Member First Associated Member First Responded Date Member Status Update Date Lead scoring Leverage formulas and hidden fields New custom report types! New in Summer ‘07

Record types

Impact page layout based on campaign type

Lookup fields

Can create campaign hierarchies

Member “Status” Fields

Member First Associated

Member First Responded Date

Member Status Update Date

Lead scoring

Leverage formulas and hidden fields

New custom report types!

New in Summer ‘07

Best Practice Checklist Leverage web-to-lead to manage all web-based inquiries (Close the Loop) Lead assignment/Personalized auto responses Use hidden fields to add additional context and provide “triggers” Assign all inquiries to a campaign Look at all website forms/landing pages Create a standardized naming convention Example: FY07M2 – Email – House List – Web Seminar Registration Create context Why did someone respond? Use member status values to track activities Member Status - Responded/Updated/Associated Leverage ROI reporting Opportunities (ROM)/Closed deals (ROI) Be sure to input program costs to track ROI Take advantage of the AppExchange Subscribe to the RSS feed for up to date information

Leverage web-to-lead to manage all web-based inquiries (Close the Loop)

Lead assignment/Personalized auto responses

Use hidden fields to add additional context and provide “triggers”

Assign all inquiries to a campaign

Look at all website forms/landing pages

Create a standardized naming convention

Example: FY07M2 – Email – House List – Web Seminar Registration

Create context

Why did someone respond?

Use member status values to track activities

Member Status - Responded/Updated/Associated

Leverage ROI reporting

Opportunities (ROM)/Closed deals (ROI)

Be sure to input program costs to track ROI

Take advantage of the AppExchange

Subscribe to the RSS feed for up to date information

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

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Additionally, please score each individual speaker on:

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Campaigns to Cash Elizabeth Smyth, Salesforce.com Kirk Crenshaw, RevCatalyst Marketing I