M A S002 Johnson 091707


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  • M A S002 Johnson 091707

    1. 1. Marketing on the Front Lines: Making Your Messages Work in the Field Mark Cowtan Gregg Johnson Marketing II: Advanced Strategies
    2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per share, expected tax rate, anticipated shares outstanding, and concerning the potential market for our existing service 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. </li></ul><ul><li>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. </li></ul><ul><li>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, including our Form 10-K for the fiscal year ended January 31, 2007. 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. </li></ul>
    3. 3. Agenda <ul><li>The problem: keeping your messages intact in the field </li></ul><ul><li>Case study and demo: Trapeze Networks </li></ul><ul><li>Benefits and tips </li></ul><ul><li>Q&A </li></ul>
    4. 4. We Operate in an Information-Rich World <ul><li>Information is critical to the economic success of: </li></ul><ul><ul><li>Countries </li></ul></ul><ul><ul><li>Companies </li></ul></ul><ul><ul><li>And even individuals… </li></ul></ul><ul><li>Sales and marketing is no exception </li></ul>
    5. 5. The Challenge is Managing Information Overload Unstructured data doubles every 2 months Unstructured Data 85% Documents Spreadsheets Presentations Phone Calls Video Every file on your desktop… Business Information Breakdown by Type
    6. 6. Sales Reps Fight This Battle Every Day Price lists ROI calculators Webinars Product brochures Customer snapshots Case studies White papers Analyst research Contract templates Sales presentations Quoting tools Order instructions Territory maps Competitive decks RFP boilerplate Competitive alerts Datasheets Training podcasts
    7. 7. Existing Solutions Don’t Work for End-Users Legacy Content Management systems are too complex The Internet “ It’s easy to find what I’m looking for on…” My company’s Intranet 87% 44% Corporate Intranets don’t work either
    8. 8. Desktop Content is Often Out of Date <ul><li>Inaccurate quotes </li></ul><ul><li>Outdated branding and positioning </li></ul><ul><li>Old contract terms </li></ul>Lost deals + diluted brand + poor customer experience Cluttered Sales Rep Desktop = Business / Compliance Risk
    9. 9. But This Doesn’t Just Hurt Sales Productivity… … It Also Reduces Marketing Effectiveness
    10. 10. No Self-Service for Sales Hurts Marketing Pre-ATM Post-ATM As with the ATM, creating true self-service will free resources to focus on higher value-added activities
    11. 11. No Control Over Changes in Positioning Evolving your brands and products… … often results in a “mixed bag” of sales materials
    12. 12. No Reliable Channel to Get Field Feedback … sales reps are getting real-time information from customers While Marketing is usually at Headquarters… How do you get feedback from the field back to HQ?
    13. 13. No Marketing Visibility into Content Needs No data on actual content consumption and usage No mechanism to assess content quality No structure for the field to request updated or new content Blind decisions on what content to develop or improve
    14. 14. Diagnosis: Not an Ideal Situation for Anyone <ul><li>Low sales effectiveness </li></ul><ul><li>Low sales productivity </li></ul><ul><li>Limited sales knowledge sharing </li></ul><ul><li>No true “self-service” = phone calls + email </li></ul><ul><li>Outdated branding and positioning </li></ul><ul><li>Missed opportunities to get front-line feedback </li></ul><ul><li>Poor investments in creating new content </li></ul>Marketing Sales
    16. 16. About Trapeze Networks <ul><ul><li>INDUSTRY : Wireless Networking Infrastructure </li></ul></ul><ul><ul><li>EMPLOYEES : ~250 </li></ul></ul><ul><ul><li>GEOGRAPHY : Global </li></ul></ul><ul><ul><li># USERS : 103 </li></ul></ul><ul><ul><li>PRODUCTS USED : SFA, Content </li></ul></ul>Global provider of Enterprise-grade Wireless LAN equipment. Trapeze is highly rated by industry analysts for its Smart Mobile intelligent switching architecture. Trapeze Smart Mobile is optimized for voice over wireless, and delivers superior scalability and resilience for mission critical applications.
    17. 17. Organizing Content Logically <ul><li>Where does a competitor’s data sheet belong? </li></ul><ul><li>Where does your competitive briefing belong? </li></ul><ul><li>Most marketing tools belong in multiple places </li></ul>Folders are out Tags are in
    18. 18. Ensuring People Have Latest Material <ul><li>Sales groping around for latest content </li></ul><ul><ul><li>Version control / version awareness problem </li></ul></ul><ul><ul><li>Daily emails asking for content they can’t find </li></ul></ul><ul><li>Publishing on “Intranet&quot; not real-time enough </li></ul><ul><ul><li>Time consuming and costly to review </li></ul></ul><ul><ul><li>Agonizing delays to get anything published </li></ul></ul><ul><ul><li>Easy to put off, then forget to publish </li></ul></ul><ul><li>Intranet invariably falls into neglect </li></ul><ul><ul><li>Sales rapidly lose confidence in freshness </li></ul></ul>
    19. 19. Distribution Through Email Doesn’t Work <ul><li>PowerPoint file sizes keep </li></ul><ul><li>getting fatter! </li></ul><ul><ul><li>Waste time battling with email barriers </li></ul></ul><ul><li>Spam filters are a barrier to productivity </li></ul><ul><li>Email announcements often get ignored </li></ul><ul><ul><li>“ Don’t need it right now” syndrome </li></ul></ul>
    20. 20. Imagination (Marketing) Can Use Sales amplifying your messaging Self-service – theory becomes reality Complete visibility into content usage A real-time channel for field feedback Best materials rise to the top
    21. 21. Corporate Content Management Meets YouTube Bringing the Wisdom of Crowds to Sales and Marketing Rate Subscribe Share Tag
    22. 22. We’re Using the Best of the Consumer Web Powerful Keyword Search Tag Content Filter Search Results Rate and Review Create Custom Alerts Preview Content
    23. 23. Product Demonstration
    24. 24. Deployment at Trapeze Networks <ul><li>~1 week to prime system with content </li></ul><ul><ul><li>Initial planning of tags and classifications </li></ul></ul><ul><ul><li>~250 marketing and support documents loaded </li></ul></ul><ul><ul><li>10% of documents refreshed in the process </li></ul></ul><ul><li>~ 1 day to train 40 sales and 10 authors </li></ul><ul><ul><li>Multiple 30 min online training sessions </li></ul></ul><ul><li>Avoided $2000 in planned intranet updates </li></ul>
    25. 25. Lessons Learned Thus Far <ul><li>Planning Tag/Classification lexicon really helped </li></ul><ul><ul><li>Minimized thrashing / going back to reclassify docs </li></ul></ul><ul><li>Test the profiles and privileges BEFORE training </li></ul><ul><ul><li>Oops, can't see the app – no biggie – easily fixed! </li></ul></ul><ul><li>Limiting options, helps you focus on core benefits </li></ul><ul><ul><li>Don’t turn on all the bells and whistles day one </li></ul></ul><ul><li>Launch around a major event, to jump-start usage </li></ul><ul><ul><li>Get new product materials from CONTENT </li></ul></ul>
    26. 26. Initial Response at Trapeze Networks <ul><li>Everyone grasped the concepts easily </li></ul><ul><ul><li>Searching, Filtering, Tagging, Comments, Ratings </li></ul></ul><ul><li>Positive feedback about ease of use / features </li></ul><ul><ul><li>Really excited about comments feature </li></ul></ul><ul><ul><li>Document previewing – YEAH! </li></ul></ul><ul><ul><li>Many want permissions to publish own content </li></ul></ul><ul><ul><li>Geographic needs for private workspaces </li></ul></ul><ul><li>Optimism about time savings, less frustration </li></ul><ul><ul><li>Anticipate minimum 2 hrs/month/person savings </li></ul></ul>
    27. 27. Use Content to Bridge the Sales-Marketing Gap Happier, More Productive Sales Reps Messaging as You Dreamed It Real-time, Front Line Feedback More Marketing Resources, Invested More Efficiently From Lose-Lose… … to Win-Win
    28. 28. Tell Your Colleagues Back Home Marketing Library for Campaign Materials Resource for Service / Support Shared Space for Remote Services Teams Human Resources Forms and Policies Repository for Customer Contracts Knowledge Management
    29. 29. Product Availability <ul><li>Available to a limited number of customers beginning in December </li></ul><ul><li>If interested: </li></ul><ul><ul><li>See your AE, SE, or CSM </li></ul></ul><ul><ul><li>Stop by the Salesforce Content demo booth </li></ul></ul><ul><ul><li>Contact a member of the Salesforce Content team </li></ul></ul>
    30. 30. To Discover More… <ul><li>www.salesforce.com/content </li></ul>Gregg Johnson [email_address] Mark Cowtan [email_address] Campground Map
    31. 31. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>
    32. 32. Questions?