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Mastering the Direct Sales Model for ISVs - Dreamforce 2012 - 9/20

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Selling subscriptions in the cloud requires different strategies and tactics, as compared to traditional software sales. Join us to hear directly from our own sales team as they discuss important topics like actionable web marketing, lead qualification, lead conversion, nurturing email strategies, and more. This session is primarily for marketing managers, sales professionals, and sales operations

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Mastering the Direct Sales Model for ISVs - Dreamforce 2012 - 9/20

  1. 1. Mastering The Direct Sales Model AppExchange Partner ProgramLauren Vaccarello, Scott Keane, Mike Wolff,Sr. Director, Online Marketing VP Sales Development AVP, Commercial Sales, ESB @laurenv @scottckeane @mike_wolff
  2. 2. 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 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended July 31, 2012. This 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.
  3. 3. >500,000 InboundMarketing Responses Handled
  4. 4. >100,000 Opportunities Created
  5. 5. >$1.5B in GlobalPipeline This Year
  6. 6. The Direct Sales Machine Sales Development Online Sales Marketing
  7. 7. Step 1: Online Marketing Online Marketing
  8. 8. Remember Who You Are
  9. 9. Online Marketing Fundamentals 1.  Online Marketing at Salesforce 2.  Measuring Success 3.  Driving and Converting Leads 4.  Working with Sales
  10. 10. Online Marketing at Salesforce SEO Display/Retargeting SEM EmailWeb Analytics Testing Video Advertising Social Advertising
  11. 11. How Do We Measure Success? Leads Pipeline ACV
  12. 12. What Should Your Metrics Be?
  13. 13. How Do You Make Money? OR
  14. 14. Integrating Paid Search with Salesforce Unique CRM A Tracking ID ASEM Campaign Structure B B Offline Conversion C C Data Sales Enablement D D
  15. 15. How Data Integration Will Work
  16. 16. Automate As Much As Possible BID MGMT TOOL Keyword A Keyword B Keyword C Keyword D
  17. 17. Intro to Web Analytics and Testing
  18. 18. A/B (or A/B/N) TestingTesting method where a control experience or web page element is compared to one or more sample experiences or elements inorder to improve conversion rate or other performance metrics.AKA: Split testing, bucket testingLanding Pages Images VS VS whichtestwon.co quora.com/A-B- m Testing
  19. 19. Test Design Hypothesis Removing Form requirements for Demo Video views will decrease form completions, but increase lead quality and generate a lift in Leads, Opportunities and Pipeline. Test Population •  Prospects only Test Duration •  4 tests, spread over a 10 month period Criteria for Winning •  Opportunities and Pipeline
  20. 20. Winner
  21. 21. Form CompletionsWebsite LeadsOpportunitiesPipeline
  22. 22. Make Smarter Decisions in Record Time
  23. 23. Create Sales & Marketing Success
  24. 24. How We Work With SalesClear Communications Regular Calls Shared About Marketing Goals
  25. 25. Wrapping It All Up 1.  Align your marketing goals with what drives the business 2.  Always be testing 3.  Work together with sales to maximize success
  26. 26. Thank You! Lauren Vaccarello Sr. Director, Online Marketing lvaccarello@salesforce.com @LaurenV
  27. 27. Scott KeaneVP, Sales Development @scottckeane
  28. 28. Step 2: Sales Development Sales Development
  29. 29. Sales Development at Salesforce.com: Two Roles Enterprise Business Rep (EBR) Sales Representative (SR)   Aligned with Account Executives   Handle inbound leads   Generate net new opportunities   Qualify opportunities   Training ground for future Aes   Face of salesforce.com   Maximize what is in Salesforce   Training ground for future EBRs 34
  30. 30. ~170 SRs will follow up on over 300,000 leads this year Sales Representatives Lead Drivers Account Executives   Online Marketing   Email   3rd Party Lead Gen Programs   1-800-NO-SOFTWARE Offers   Free Trial / Demo / Events 35
  31. 31. “First Face to the Customer” Drives Our SR Model 24 hour turn-around SLA on leads Create a lead for every response & first SR to “touch” (reach out to) a prospect owns the lead Five to ten activities before archiving Lead Statuses used to manage interactions Open – Working – Converted or Archived Once Archived, the lead continues to be touched through the Marketing Nurture drip campaign 36
  32. 32. Rules of Engagement (ROE) Are SR Law KEY INFO!If existing Opportunity, pass to AEIf AE “touch” last 30 days, pass to AEIf EBR “touch” last 90 days, pass to EBRIf SR “touch” last 30 days, pass to SR If none of the above apply WORK THE LEAD 37
  33. 33. SRs are “Politely Persistent” in their Follow-up Day 1 Day 3 Day 10 Day 17 Day 24 Day 30+ Email & Email & Email & Email & Email & Marketing Phone Phone Phone Phone Phone Nurture Call Call Call Call Call- Thank you for -  Voicemail -  Voicemail -  Voicemail -  Voicemail -  Voicemailyour interest follow-up follow-up follow-up follow-up follow-up- Initial point of -  When should - What is a - Provide a - Are you still - Assume thatcontact to we connect for a convenient time specific time for a evaluating? you are nounderstand your call? to discuss call longerbusiness possible cost - Don’t want to evaluating our effective ways to - Unsure if we can disturb you or fill services- Attempt to utilize our do business; up your inboxarrange call service? would like to unnecessarily - If still discuss if our interested, let service is in-line me know with your business needs.
  34. 34. Our Ultimate Deliverables – Quality Pipe and Revenue 39
  35. 35. Mike WolffAVP, Commercial Sales, ESB @mike_wolff
  36. 36. Step 3: Sales Success Sales
  37. 37. Keys for Direct Sales Success Small Business is BIG Business Hire the best Build a #EFFORT Mindset Prepare for Success Own the Sales Process Real Time…All the Time Drive Consistent Change 42
  38. 38. Small Business is BIG Business 95 Account Executives/10 teams 36,000 opportunities ENTERPRISE Checkers vs. Chess - $$$ to $$$,$$$ MID-MARKET Geography focused First revenue producing AE role SMALL BUSINESS 95% Phone and GoToMeeting Based 43
  39. 39. We Want You!Consultative Sales SkillsStrategic ThinkersGenuine CuriosityCompetitive/CollaborativeContinuous LearnersWork Ethic 44
  40. 40. Between the Ears - #EFFORT Proactive Team Oriented First In and Last Out Positive and Solution Oriented Resourceful Attention to Detail Strategic Goal Focused Sense of Urgency NO Regrets 45
  41. 41. Prepare for Success TeachDocument Model Coach Try 46
  42. 42. Own the Sales Process SELF F/U ON EVAL ACTION ITEMSLEAD INTRO CLOSE DISCO PROOF NEXT STEPS NEG 1 2 3 4 5 6OMITTED PIPELINE BEST CASE COMMIT
  43. 43. Checkers vs. ChessTransactional Strategic-Consumer vs. Business -Business Evaluation-Website test -Value technology-Buyer’s Role -Company priority-Lack of business justification -Build business case-Willingness to buy into process -Buy into process 48
  44. 44. Real Time…All the Time 49
  45. 45. The Only Constant is Change Monthly Ops Reviews Weekly 1:1s Break things before they break you Over Communicate 50
  46. 46. Direct Sales Success Lessons Learned Hire the best Build a #EFFORT Mindset Prepare for Success Own the Sales Process Real Time…All the Time Drive Consistent Change 51
  47. 47. Lauren Vaccarrello Scott Keane Mike WolffSr. Director, Online Marketing VP, Sales Development AVP, Commercial Sales-ESB @Laurenv @scottkeane @Mike_wolff
  48. 48. A Few Reminders. . .Why Work With a PDO Partner Success Experts Innovation Theater and Lounge 1:1 Success Clinics Innovation Theater and Lounge Need to relax? Have a massage! Check out the Partner Hub 540 Howard StreetSurvey (Session Record) Cloud Crawl (Thursday Night) Follow us on Twitter @partnerforce
  49. 49. Partner Hub – Speaker DebriefWhy Work With a PDO Partner Success Clinics Welcome Desk Speaker Debrief Area
  50. 50. SR Team Managers Drive Behaviors with Dashboards 55
  51. 51. We Use Dashboards to Manage Accountability 56
  52. 52. SR Success – People, Process, Accountability Recruiting and Training: Find the right people and invest in their success Rules of Engagement: The Law that rules “SR Nation” Process: Focus on the right leads, efficient and prioritized follow-up Layered Questions: Tell me more about that … Measured Accountability: Dashboard-driven culture Co-opetition: Stack-ranked, be a good teammate, share best practices 57
  53. 53. SRs Use Lead Status Values to Manage Leads Is a “Lead” Not a “Lead” Open Bad Data Working Personal Interest Archived – No Interest Partner Interest Archived – Future Interest Existing Contact – Current Oppty EBR Lead Existing Contact – Recent Activity Qualified – 1-14 Existing Contact – No Opportunity Qualified – 15-50 Qualified – >50 58
  54. 54. SR Success Begins with Investment in Human Capital Recruiting Onboarding Coaching/Training

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