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Three pillars and Seven specializations – Product Development Outsourcers Program in a nutshell, Jakub Stefaniak

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Three pillars and Seven specializations – Product Development Outsourcers Program in a nutshell, Jakub Stefaniak

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Salesforce announced PDO (Product Development Outsourcer) Program more than 5 years ago. If you still have no idea what is it about, it’s the right time to change it!

We’re going to start some historical background and speak about a dark time full of failed projects and tears. Then, we’re going to discuss seven specializations aligned with typical AppExchange Product LifeCycle phases and the three pillars which helped to ends these times of misery: Knowledge, Experience, and Quality.

Salesforce announced PDO (Product Development Outsourcer) Program more than 5 years ago. If you still have no idea what is it about, it’s the right time to change it!

We’re going to start some historical background and speak about a dark time full of failed projects and tears. Then, we’re going to discuss seven specializations aligned with typical AppExchange Product LifeCycle phases and the three pillars which helped to ends these times of misery: Knowledge, Experience, and Quality.

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Three pillars and Seven specializations – Product Development Outsourcers Program in a nutshell, Jakub Stefaniak

  1. 1. Three pillars and Seven specializations – PDO Program in a nutshell Jakub Stefaniak, Salesforce CTA Director of Engineering EU @ AquivaLabs
  2. 2. #CD22 “Internal, in-house software is rarely important enough to justify hiring rock stars. Nobody hires Dolly Parton to sing at wedding. That’s why the most satisfying careers, if you’re a software developer, are at actual software companies, not doing IT for some bank.” Joel Spolsky, “Smart & Get Things Done” Hi, it’s me
  3. 3. #CD22 Big bang: 1999
  4. 4. #CD22 Long, long time ago
  5. 5. #CD22 Breaking point: 2005
  6. 6. #CD22 Publishing on AppExchange 101 QUESTIONS ● Business Model ● ISV/OEM ● Data model ● Dependencies
  7. 7. #CD22 Time is money aka Time to market SECURITY REVIEW FUN FACTS ● A solution typically takes 4–8 weeks to get through the review process ● (unofficially) 50%+ apps fail the security review in the 1st attempt ● Security Review is not only about vulnerabilities, bad practices can be an issue too ● Salesforce doesn’t promise to send you all vulnerabilities, only examples :)
  8. 8. #CD22 Awesome Times (today)
  9. 9. #CD22 “PDO”? WHO Product Development Outsourcers (PDOs) represent a broad spectrum of consulting partners and vendors with expertise in building commercial apps, as well as other valuable services like training, funding, marketing, or selling your app. WHAT These specialized partners can help architect & design a commercial app, tackle specific areas of our ISV Partner build (like third-party integrations), or simply augment your ISV Partner development team.
  10. 10. #CD22 Why a PDO is different from an SI? ● An SI understands the commercial pricing of Salesforce for end customers while a PDO understands the business models available for ISV partners. ● An SI builds a solution for a business process where management can enforce that users must use it. A PDO is challenged to build an engaging solution that end users choose to pay for - these are products! ● An SI has full visibility of the Org where they are building their solution while the solution a PDO is building has to be able to install into any Org. ● An SI project generally has a distinct beginning and end of development. However, a PDO product has a very definite beginning, but development can potentially continue for the entire lifetime of the product. ● While an SI is familiar with all of the functionality that can be configured in Salesforce, a PDO has the added expertise in what can actually be packaged and knowledgeable with ISV technology (LMA, COA, FMA, etc).
  11. 11. #CD22 Does it sound familiar? ”For example, my team of product designers are experts at mobile and desktop interaction design. These are the skills that we hire and train for because it’s the bulk of what we do. But in those instances when a project calls for a polished marketing video or a large number of illustrations, I usually turn to another team. “The Making of a Manager” by Julie Zhuo VP, Product Design @ Facebook
  12. 12. #CD22 Does it sound familiar? ”For example, my team of product designers are experts at mobile and desktop interaction design. These are the skills that we hire and train for because it’s the bulk of what we do. But in those instances when a project calls for a polished marketing video or a large number of illustrations, I usually turn to another team. Sometimes, this confuses my engineering colleagues. „But aren’t you designers?” they ask. „Designers draw and animate, right?” I explain that while many people on our team can, that doesn’t mean we should. It’s not our core competency, and we’ll probably end up spending double the time for 80 percent the quality of what a specialized team could do”. “The Making of a Manager” by Julie Zhuo VP, Product Design @ Facebook
  13. 13. #CD22 Successful AppExchange Partner reality CHALLENGES ● Trial experience ● Implementation of the app for new customers ● 2nd/3rd tier Support ● Marketing ● Release Management ● Product Management ○ Adding features ○ Sunset ○ Adoption ● Analytics ● … and much, much more
  14. 14. #CD22 PDO Program - Requirements SPECIALIZATIONS There are 7 PDOs specializations aligned with typical Product LifeCycle phases. Each specialization has 2 levels (Level I and Level II). To become a PDO Expert, you need to reach 4 Level II specializations. THREE ASPECTS: ● Knowledge ● Experience ● Quality The Navigator program synthesizes three aspects of a partner’s expertise in an area into a measure of deployable expertise that is easy to understand:
  15. 15. #CD22 Ideation/Business Model/Value Prop ● Product Discovery, Product Ideation, Design workshop ● Business Model, Total Addressable Market (TAM), and Product Market Fit Assessment Level I Level II Knowledge N/A N/A Experience 3 Projects 10 Projects Quality CSAT >4.2 CSAT >4.4
  16. 16. #CD22 Architecture & UX Design ● Tech Review Assistance ● Mockups of how the app may look, PoC/Wireframes as needed ● A Technical Design and Architecture Document Level I Level II Knowledge 1 AA or 1 SA 5 AA/SA Experience 3 Projects 10 Projects Quality CSAT >4.2 CSAT >4.4
  17. 17. #CD22 Dev/QA/Release Management/Security Review ● Ongoing agile development, test automation, release automation for the ISV product ● Interact with ISV DevOps team, and help set them up on ● Salesforce CI/CD best practices ● Assist with Security Review testing, questionnaire and issue resolution during the security review process. Level I Level II Knowledge 1 PD1 & 1 PD2 5 PD1 & 5 PD2 Experience 3 Projects 10 Projects Quality CSAT >4.2 CSAT >4.4
  18. 18. #CD22 AppExchange Listing, Trials, and Demo ● Helping the ISV Sales Engineers setup demo orgs that make use of trial technology (eg. LMA, TMO, TestDrive) to set them up for turning leads into closed deals ● Assisting in creating their AppExchange Listing via the Partner Community Level I Level II Knowledge N/A N/A Experience 3 Projects 10 Projects Quality CSAT >4.2 CSAT >4.4
  19. 19. #CD22 Product Support ● Helping ISVs to leverage the different ISV tools such as the Partner Business Org (PBO) and AppExchange Analytics. ● Providing technical marketing inputs as needed that the ISV partner can then make customer facing ● Help define, prioritize or execute go-to-market strategies Level I Level II Knowledge N/A N/A Experience 3 Projects 10 Projects Quality CSAT >4.2 CSAT >4.4
  20. 20. #CD22 Marketing Support ● Helping ISVs to leverage the different ISV tools such as the Partner Business Org (PBO) and AppExchange Analytics. ● Providing technical marketing inputs as needed that the ISV partner can then make customer facing ● Help define, prioritize or execute go-to-market strategies Level I Level II Knowledge N/A N/A Experience 3 Projects 10 Projects Quality CSAT >4.2 CSAT >4.4
  21. 21. #CD22 Package Review & Optimization ● Architecture, UX concerns for existing apps to ensure scalability and usability ● Introducing new Salesforce release technology where appropriate to ensure customer success and satisfaction ● Testing & Release Management Optimization and Guidance Level I Level II Knowledge 1AA or 1SA + 1 PD1 + 1 PD2 5AA/SA + 5 PD1 + 5 PD2 Experience 3 Projects 10 Projects Quality CSAT >4.2 CSAT >4.4
  22. 22. #CD22 The engineering aspect of Software Engineering Source: Polish National Radio Symphony Orchestra in Katowice, Poland
  23. 23. #CD22 State of 2022 Tier Number of PDOs Expert PDO 9 Level II 8 Level I 15 Others 12 44 Each specialization has 2 levels (Level I and Level II). To become a PDO Expert, you need to reach 4 Level II specializations.
  24. 24. #CD22 Is software really about artistic high notes? “Maybe some stuff is”, you say, “but I work on accounts receivable user interfaces for the medical waste industry.” Fair enough. My focus is on product companies, where success or failure depends on the quality of the product. If you’re only using software internally to support your operations, you probably only need software to be good enough. “Smart & Get Things Done” by Joel Spolsky
  25. 25. Thank you! #CD22 JAKUB STEFANIAK jstefaniak@aquivalabs.com https://www.linkedin.com/in/jakub-stefaniak-cta/

Editor's Notes

  • Salesforce has been at the forefront of the cloud computing revolution ever since it started in 1999 - it hasn't let up in 23 years. 1999 premiere of Pokémon Gold i Silver too.
  • 2005. In September, Salesforce introduces its AppExchange service, offering third-party developers a place to work on their own applications and open them up to Salesforce customers. By the end of the year, the company's customer base stands at 20,500 worldwide, with nearly 400,000 unique users.
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