Enhancing Your Marketing Organization with the AppExchange

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Enhancing Your Marketing Organization with the AppExchange

  1. 1. Enhancing Your Marketing Organization with the AppExchange Scott Keane, Salesforce.com Katrina Perano, SunGard Data Systems Track: Marketing Executives
  2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves 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.  All statements other than statements of historical fact could be deemed forward-looking, including any projections of 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. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with salesforce.com, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; 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 CRM service; 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, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor . </li></ul><ul><li>Any unreleased services or features referenced in this or other 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 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, except as required by law. </li></ul>
  3. 3. SCOTT KEANE Sr. Director, Marketing Operations [email_address]
  4. 4. Agenda <ul><li>Introduction to the AppExchange </li></ul><ul><li>Marketing Application Categories </li></ul><ul><li>Most Popular AppExchange Apps for Marketing </li></ul><ul><li>AppExchange Success Story – SunGard </li></ul><ul><li>Q&A </li></ul>
  5. 5. Introduction to the AppExchange <ul><li>Over 70 Marketing applications on the AppExchange today </li></ul><ul><li>Expand upon current marketing automation functionality offered by salesforce.com </li></ul>
  6. 6. Marketing Automation AppExchange Partners and Apps
  7. 7. Marketing Application Categories <ul><li>Data Cleansing </li></ul><ul><li>Demand Generation </li></ul><ul><li>Document Management </li></ul><ul><li>Email Marketing </li></ul><ul><li>Events </li></ul><ul><li>Market Research </li></ul><ul><li>Channel Marketing (PRM) </li></ul><ul><li>Programs and Promotions </li></ul><ul><li>Search Marketing </li></ul>
  8. 8. Data Cleansing Certified Applications <ul><li>Business Challenge </li></ul><ul><ul><li>De-Duplication </li></ul></ul><ul><ul><li>Augmentation and Standardization </li></ul></ul><ul><ul><li>Account Intelligence </li></ul></ul><ul><ul><li>Data Migration and Integration </li></ul></ul><ul><ul><li>Data Entry </li></ul></ul><ul><li>Considerations: </li></ul><ul><li>Inline vs. Offline De-duplication </li></ul><ul><li>International coverage of data </li></ul><ul><li>Segmentation requirements </li></ul><ul><li>Information needs of Sales team </li></ul><ul><li>Technical skill required </li></ul><ul><li>Data Entry process </li></ul>
  9. 9. Demand Generation <ul><li>Business Challenge </li></ul><ul><ul><li>Marketing Automation </li></ul></ul><ul><ul><ul><li>Real-time access to customer and prospect interactions on web </li></ul></ul></ul><ul><ul><ul><li>Prospect segmentation database </li></ul></ul></ul><ul><ul><ul><li>Delivery of automated “nurturing” campaigns </li></ul></ul></ul><ul><ul><ul><li>Integrated website analytics </li></ul></ul></ul><ul><ul><li>Sales Tools </li></ul></ul><ul><ul><ul><li>Develop rich-media presentations </li></ul></ul></ul><ul><ul><ul><li>Mobilization of marketing materials for sales team </li></ul></ul></ul><ul><li>Considerations: </li></ul><ul><li>Complexity of marketing mix </li></ul><ul><li>Visibility of prospect activity to Sales </li></ul><ul><li>How Sales team uses marketing materials in Sales process </li></ul>Certified Applications
  10. 10. Document Management <ul><li>Business Challenge </li></ul><ul><ul><li>Document Creation and Delivery </li></ul></ul><ul><ul><ul><li>Collaborative document creation </li></ul></ul></ul><ul><ul><ul><li>Secure document delivery </li></ul></ul></ul><ul><ul><li>Document Organization </li></ul></ul><ul><ul><ul><li>Associate documents with relevant objects in salesforce.com </li></ul></ul></ul><ul><ul><ul><li>Secure document storage </li></ul></ul></ul><ul><li>Considerations: </li></ul><ul><li>Delivery preferences </li></ul><ul><li>Document creation process </li></ul><ul><li>Document sharing rules </li></ul>Certified Applications
  11. 11. Email Marketing <ul><li>Business Challenge </li></ul><ul><ul><li>Email personalization </li></ul></ul><ul><ul><li>Personalized landing pages </li></ul></ul><ul><ul><li>Prospect Segmentation </li></ul></ul><ul><ul><li>Email campaign reporting </li></ul></ul><ul><ul><li>Activity history of prospects on website </li></ul></ul><ul><li>Considerations: </li></ul><ul><li>Integration with website </li></ul><ul><li>Technical expertise required </li></ul><ul><li>Reporting capabilities </li></ul>Certified Applications
  12. 12. Events <ul><li>Business Challenge </li></ul><ul><ul><li>Lead Retrieval </li></ul></ul><ul><ul><li>Web Seminar Production </li></ul></ul><ul><ul><li>Conference Management </li></ul></ul><ul><ul><li>Event Management </li></ul></ul><ul><ul><li>SMS/Texting </li></ul></ul><ul><li>Considerations: </li></ul><ul><li>Lead capture requirements </li></ul><ul><li>Event planning requirements </li></ul>Certified Applications
  13. 13. Market Research <ul><li>Business Challenge </li></ul><ul><ul><li>Prospect Contact Research </li></ul></ul><ul><ul><ul><li>Validate and append data </li></ul></ul></ul><ul><ul><ul><li>Add new contacts to existing accounts </li></ul></ul></ul><ul><ul><li>Industry Research </li></ul></ul><ul><ul><ul><li>Industry-specific issues, key business challenges, and call sheets </li></ul></ul></ul><ul><ul><li>Data Capture </li></ul></ul><ul><ul><ul><li>Online surveys and polling </li></ul></ul></ul><ul><li>Considerations: </li></ul><ul><li>Integration with account information strategy </li></ul><ul><li>Telemarketing and sales research requirements </li></ul><ul><li>Requirements for online data capture </li></ul>Certified Applications
  14. 14. Channel Marketing (PRM) <ul><li>Business Challenge </li></ul><ul><ul><li>Communications Management </li></ul></ul><ul><ul><li>Planning and Goal Setting </li></ul></ul><ul><ul><li>Marketing Finance </li></ul></ul><ul><ul><li>Partner Self-Service </li></ul></ul><ul><ul><li>Point-of-Sale and Inventory Management </li></ul></ul><ul><li>Considerations: </li></ul><ul><li>Complexity of channel partner marketing relationships </li></ul>Certified Applications
  15. 15. Programs and Promotions <ul><li>Business Challenge </li></ul><ul><ul><li>Development, printing, and distribution of personalized marketing materials </li></ul></ul><ul><ul><li>Closed-loop reporting </li></ul></ul><ul><li>Considerations: </li></ul><ul><li>Complexity of marketing mix </li></ul><ul><li>Resources available to create materials </li></ul>
  16. 16. Search Marketing <ul><li>Business Challenge </li></ul><ul><ul><li>Create Google campaigns and track effectiveness of spend </li></ul></ul><ul><ul><li>Develop customized landing pages for every Google ad campaign </li></ul></ul><ul><li>Considerations: </li></ul><ul><li>Level of monthly SEM spend </li></ul><ul><li>Number of SEM campaigns </li></ul>Certified Applications
  17. 17. Most Popular Marketing AppExchange Apps <ul><li>#3 </li></ul><ul><li>#2 </li></ul><ul><li>#1 </li></ul>
  18. 18. KATRINA PERANO BUSINESS APPLICATION MANAGER - SFDC [email_address]
  19. 19. SunGard Data Systems <ul><li>Global leader in integrated software and IT Services </li></ul><ul><ul><li>25k customers in over 50 countries including the world's 50 largest financial services companies </li></ul></ul><ul><ul><li>Supply solutions to the financial services industry, higher education and the public sector </li></ul></ul><ul><ul><li>Provide solutions to information dependant enterprises of all types to maintain the continuity of their business through information availability services </li></ul></ul><ul><li>Privately Owned Company </li></ul><ul><ul><li>Annual revenue of $4 billion </li></ul></ul><ul><ul><li>Global infrastructure spanning 50+ business units </li></ul></ul>INDUSTRY: Software & IT Services EMPLOYEES: 16000 GEOGRAPHY: Global PRODUCT(S) USED: SFA, Service & Support, 3 AppExchange Applications # USERS: 1000+
  20. 20. AppExchange Case Study <ul><li>Key Challenges </li></ul><ul><ul><ul><li>What were the drivers and business challengers </li></ul></ul></ul><ul><li>Solution Evaluation Criteria </li></ul><ul><ul><ul><li>How we came to decide on Vertical Response </li></ul></ul></ul><ul><li>The Solution – VerticalResponse </li></ul><ul><li>Results </li></ul><ul><ul><ul><li>Live campaigns </li></ul></ul></ul><ul><li>Lessons Learned </li></ul>
  21. 21. Drivers <ul><li>Effectively measure marketing activities - Roll out to European Group to be part of Marketing Audit </li></ul><ul><li>Email marketing </li></ul><ul><li>Must integrate with SFDC </li></ul><ul><li>Must be cost effective </li></ul>
  22. 22. Key Challenges <ul><li>Business Challenge </li></ul><ul><ul><li>Marketing Metrics </li></ul></ul><ul><ul><li>Affordable and adaptable </li></ul></ul><ul><ul><li>Large database of contacts </li></ul></ul><ul><ul><li>Communication obstacles </li></ul></ul><ul><ul><li>Deliverability of emails </li></ul></ul><ul><li>Technology Challenge </li></ul><ul><ul><li>Integration between systems </li></ul></ul><ul><ul><li>Multiple Business Units </li></ul></ul><ul><li>High cost alternatives </li></ul><ul><li>Lack of communication </li></ul><ul><li>Inefficiency </li></ul><ul><li>Need for improved marketing </li></ul><ul><li>Measure Marketing Efficiency </li></ul>
  23. 23. Evaluation Criteria <ul><li>Ease of Use </li></ul><ul><ul><li>Content Creation </li></ul></ul><ul><ul><ul><li>Custom HTML </li></ul></ul></ul><ul><ul><ul><li>Re-usable templates </li></ul></ul></ul><ul><ul><ul><li>Customization </li></ul></ul></ul><ul><ul><ul><li>Personalization </li></ul></ul></ul><ul><ul><ul><li>CAN-SPAM compliancy </li></ul></ul></ul><ul><ul><li>Deployment to Business Units </li></ul></ul><ul><ul><li>Management of Unsubscribe – EMEA Compliant </li></ul></ul><ul><li>Integration with Salesforce.com </li></ul><ul><ul><li>List Management </li></ul></ul><ul><ul><li>Reporting Functionality </li></ul></ul><ul><ul><li>Campaign Integration – update member status and campaign history on contact </li></ul></ul>
  24. 24. Evaluation Criteria <ul><li>Solution </li></ul><ul><ul><li>Mailing lists of any size </li></ul></ul><ul><ul><li>Ease of use </li></ul></ul><ul><ul><li>Reputable email service provider </li></ul></ul><ul><li>Price </li></ul><ul><ul><li>No contracts </li></ul></ul><ul><ul><li>Shared “email credits” </li></ul></ul><ul><ul><li>VIP support </li></ul></ul><ul><ul><li>Self-service model </li></ul></ul><ul><ul><li>Admin Rights – Can track the campaigns on all users </li></ul></ul>
  25. 25. The Solution: What Made VerticalResponse stand out <ul><li>Implementation Process </li></ul><ul><ul><li>Complete integration with SunGard SFDC org </li></ul></ul><ul><li>Marketing Statistics </li></ul><ul><li>Customization </li></ul><ul><ul><li>BU’s can create different templates for different marketing activity </li></ul></ul><ul><li>Training </li></ul><ul><ul><li>Recorded training </li></ul></ul><ul><li>Adoption Plan – Roll out to the BU’s </li></ul><ul><li>Dreamforce 2006 upgrades (Sf.com Templates) </li></ul>
  26. 26. Results <ul><li>To date 31 current VerticalResponse accounts worldwide </li></ul><ul><li>Measure the Effectiveness of the campaign </li></ul><ul><ul><ul><li>Click thru rates </li></ul></ul></ul><ul><ul><ul><li>Open rates </li></ul></ul></ul><ul><ul><ul><li>Comparison of many different campaign </li></ul></ul></ul>
  27. 27. Email Campaign <ul><li>Segmentation </li></ul><ul><ul><ul><li>4 BU’s with different market sectors </li></ul></ul></ul><ul><li>Content Creation </li></ul><ul><ul><ul><li>Same format </li></ul></ul></ul><ul><li>Delivery </li></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><li>Measuring Results </li></ul><ul><ul><ul><li>Increasing awareness and numbers to SunGard World </li></ul></ul></ul><ul><li>Key Points </li></ul><ul><li>Integrates with SFDC </li></ul><ul><li>Measurable statistics </li></ul><ul><li>Easy to use </li></ul><ul><li>Affordable </li></ul>
  28. 28. Lessons Learned <ul><li>Determine what your needs are.. </li></ul><ul><ul><ul><li>Find a solution that will solve this </li></ul></ul></ul><ul><li>Ask a lot of questions </li></ul><ul><ul><ul><li>HTML emails need to have the images hosted </li></ul></ul></ul><ul><li>NDA was the hardest part of entire implementation </li></ul><ul><li>What is the single most valuable piece of advice to others evaluating an email marketing application on the AppExchange? – Do your home work!! </li></ul>
  29. 29. SCOTT KEANE SR. DIRECTOR, MARKETING OPERATIONS KATRINA PERANO BUSINESS APPLICATIONS MANAGER QUESTION & ANSWER SESSION
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