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

APP Lifecycle
Build Distribute Sell SupportMarketPlan
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 ($)
Sign up
Partner Community
ISVforce Guide
APP Academy
Resources & Tools
Support (Cases)
Environment Hub
Developer Orgs
Test Orgs
Packaging Org
Managed Package
Plan Distribute Sell SupportBuild Market
($) – denotes an additional fee may apply, speak with your Partner Account Manager (ISV) for details
Technical
Review (TE)
Business
Review (PAM)

APP Lifecycle
Security
Review ($)
Trialforce Management Org
Partner website
Sign up
Operations Review
Final Contract Review (PAM)
Partner Community
ISVforce Guide
APP Academy
Resources & Tools
Support (Cases)
Environment Hub
Developer Orgs
Test Orgs
Packaging Org
Managed Package
Plan Build Sell SupportDistribute Market
Technical
Review (TE)
Business
Review (PAM)

APP Lifecycle
Security
Review ($)
Partner website
Sign up
Operations Review
AppExchange
Marketing
Program (AMP) ($)
Partner Community
ISVforce Guide
APP Academy
Resources & Tools
Support (Cases)
Environment Hub
Developer Orgs
Test Orgs
Packaging Org
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 SupportMarket Sell
Technical
Review (TE)
Business
Review (PAM)

APP Lifecycle
Security
Review ($)
Partner website
Sign up
Operations Review
AppExchange
Marketing
Program (AMP) ($)
Partner Community
ISVforce Guide
APP Academy
Resources & Tools
Support (Cases)
Environment Hub
Developer Orgs
Test Orgs
Packaging Org
Managed Package
Sales
Review
• Campaigns
• Leads
• Analytics
• Cases
• Other Apps
• Opportunities
FREE
TRIALS
Plan Build Distribute SupportSellMarket
Technical
Review (TE)
Business
Review (PAM)

APP Lifecycle
Security
Review ($)
Partner website
Sign up
Operations Review
Final Contract Review (PAM) Premier
Support ($)
AppExchange
Marketing
Program (AMP) ($)
Partner Community
ISVforce Guide
APP Academy
Resources & Tools
Support (Cases)
Environment Hub
Developer Orgs
Test Orgs
Packaging Org
Managed Package
Sales
Review
• Campaigns
• Leads
• Analytics
• Cases
• Other Apps
• Opportunities
FREE
TRIALS
Plan Build Distribute Sell SupportMarket
Technical
Review (TE)
Business
Review (PAM)

APP Lifecycle
Security
Review ($)
Operations Review
Final Contract Review (PAM) Premier
Support ($)
AppExchange
Marketing
Program (AMP) ($)
Sales
Review
Technical
Review (TE)
Business
Review (PAM)

APP Lifecycle
Environment Hub
Developer Orgs
Test Orgs
Packaging Org
• Campaigns
• Leads
• Analytics
• Cases
• Other Apps
• Opportunities

APP Lifecycle
Plan Build Distribute Market Sell Support

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

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

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)
#10Best 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 ?

Decision Points during the Technical Review
Who Are You Selling To?
DistributionLicenses & 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 ApplicationCRM 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 EditionGroup & 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 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
Partner Community
ISVforce Guide
APP Academy
Resources & Tools
Support (Cases)
Environment Hub
Developer Orgs
Test Orgs
Packaging Org
Managed Package
• Campaigns
• Leads
• Analytics
• Cases
• Other Apps
• Opportunities
FREE
TRIALS
Plan Build Distribute SupportSellMarket
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 ?

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
Pull Strategy
Build Your Brand
Push Strategy
Generate Demand

It All Starts with a Simple Message
Salesforce Aloha voice:
§  Be conversational
§  Be direct
§  Be concise
Business-speakAloha

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 #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.

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

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
Pull Strategy
Build Your Brand

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 ?

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 YouU
Start with Discovery
C Compelling Demos
C Connect the Dots
E Experience Events
S
Show Them the MoneyS
Sell High and Through

S Start with discovery
IsThe 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 demosC
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
IfYou re NotTalking 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 andTCO
  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?

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 ?

Was this program helpful?
Extremely
Mostly
Partially
Barely
Quick Poll
http://p.force.com/appsurvey
Please complete by the end of this week (Friday)

APP Academy: Getting Started (Virtual Classroom)

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to APP Academy: Getting Started (Virtual Classroom)

Similar to APP Academy: Getting Started (Virtual Classroom) (20)

More from Salesforce Partners

More from Salesforce Partners (20)

Recently uploaded

Recently uploaded (20)

APP Academy: Getting Started (Virtual Classroom)