Product Marketing, the Salesforce Way
Jim Sinai
Senior Director, Product Marketing
AppExchange & Platform Marketing
@jimsinai

Safe Harbor
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The presentation focuses on PRODUCT MARKETING

Every Sales Cycle Pretty Much Leverages the Same Five Assets
Product Demo Video
Live Demo & Script
Datasheet with Features
A “First Call” Deck
Customer Success Stories

Start & Stay Relevant

Position Your Company, First.

Our Mission: Cloud Computing Driver, Catalyst & Evangelist
Mainframe
Client/Server
No Hardware/Software
Subscription Model
Automatic Upgrades
Constant Innovation
Enterprise Cloud Computing
Today
1960s
1980s

1%
Time Equity Product
588,000+
Hours Service
$55M+
Grants
20,500+
Non-profit Organizations
1/1/1 Model Adopted by

Benefits of Multi-Tenant Cloud Computing:
Enterprise Cloud Computing
Fast
Easy
Open
Flexible
Trusted
No Hardware
No Software
Automatic Upgrades
Scalable
Any Device
Data Portability
Transparency
Real-time Status
App Marketplace Extensible

Promote the future, while being mindful of the present.

1999: The End of Software
•David (salesforce.com) vs. Goliath (Siebel)
•Differentiate, differentiate, differentiate

2006: The Consumer Web

2010: A Fundamental Shift in Cloud Computing
Easy . Fast . Low Cost
Social . Mobile . Open

2013: Third Wave of Computing
“Internet of Things”
LAN/WAN
Client
Server
Millions
SNA
Mainframe
Terminal
Thousands
LTE
Cloud
Social . Mobile . Cloud . Connected
50 Billion Connected “Things”

Behind every
is a customer.
thing

Build a Little Drama

Companies are Unprepared to Build Next Generation of
Apps
2/3 of companies feel
unprepared for the social
& mobile world
IBM Study of 1,700 CMOs
“From Stretched to Strengthened”

Unfortunately, Most Companies Don’t Know Their Customers
66%
of companies lack an in-depth understanding of their customers
IBM Study of 1,700 CMOs “From Stretched to Strengthened”

“App Gap”: Difficult to Build Customer Apps
Complexity of form factors
Limited number of developers
Multiple operating systems
Multiple platforms
60%
40%
20%
Percent of Respondents
Mobile apps
are critical
Mobile apps
deployed
Economist Study of 1,300 Global Executives “The State of the Customer-Led Economy”
“App Gap”
have
deployed
< 1/2 apps

Create Superheroes

The C-Level Hero Explosion

Branded social intranet built mobile first
Key business metrics customized for each ‘teammate”
Chatter collaboration for every department
Business users update content in real-time
Virgin America Connects Every Employee with a Social Intranet
“Salesforce is an incredible way to
strengthen our culture.”
- David Cush, CEO

Largest U.S. Online Job Site: More than 24M users/month
Reps were frustrated and wasted time on aging CRM systems
Sales Accelerated with 1,000 reps on Sales Cloud and Data.com
Reps save 4 hours/week, worth $8M annually
“Our reps save hours each week with Sales Cloud.”
Careerbuilder Powers Sales Team Productivity
Lindsey Nelson, VP Sales Productivity

Integrated mobile apps deployed to increase productivity
10,000+ mobile users
Increased adoption rate while decreasing costs
ADP Mobilizes Their Sales Team with Salesforce
“Salesforce helps us connect more closely with our 600,000+ customers.”
- Dan Page, VP Sales Automation

Grow Your Business Along Every Major Metric
Average Percentage Improvements Reported by Customers
Source: Salesforce.com Customer Relationship Survey conducted March 2013, by an independent third-party,
Confirmit Inc., on 5,200+ customers randomly selected. Response sizes per question vary.
Lead
Conversion
+38%
Sales
Productivity
+36%
Forecast
Accuracy
+45%
Win
Rate
+26% +28%
Sales

Salesforce.com Customers Growing 48% Faster
Fortune 500
Non-customers
Fortune 500
Customers of
Salesforce.com
+48%
faster growth
Source: Salesforce.com analysis
18% Growth
14% Growth
15% Growth
15% Growth
20% Growth
21% Growth
33% Growth
Annual growth averaged over 3 years.
18% Growth

Use a Framework

Great Stories Have Common Attributes
Strong Title
Key Thesis
Main Character
Logical Flow of Ideas
Memorable Supporting Details
Conclusion or Call to Action

Example: NY Times Editorial
Main Character
Supporting details
Thesis
Strong Title
Logical flow of ideas

Presentations Contain the Same Concepts
Title
Logical flow of ideas in slide titles
Main character
Supporting Details
Thesis

Problem: Writing Your Flow From Scratch…

In Other Arenas, the Answer Is a Framework
Intro
(20 sec)
Verse 1
(20 sec)
Bridge
(5 sec)
Chorus
(15 sec)
Verse 2
(20 sec)
Bridge
(5 sec)
Chorus
(15 sec)
4-5 minute song
Repeat

1.Pain-Solution
2.New Idea
3.Springboard Story
4.Best Alternative
5.Outline
Common Story Frameworks:

Pain-Solution Overview
1
Problem
Your customers are using social channels and mobile devices for customer service
2
Impact
Your company is disconnected from your customers on these channels and devices
3
Solution
The Service Cloud connects your company to your customers on any channel
4
Benefit
Increase customer satisfaction with the Service Cloud
5
Proof points
Activision is servicing millions of gamers 24/7 with Service Cloud
6
Call to action
Try service cloud today at www.salesforce.com/service

New Idea Overview
1
New Idea
Internet is Disrupting Every Aspect of Business
2
Application
Creating a New Cloud Computing Model for Business Applications
3
Impact
Cloud Drives Higher Success at Lower Cost
4
Implication for listener
Companies That Embrace the Cloud Are Outperforming Competitors
5
Proof points
Example: Charles Schwab

Show Your Product

In Most Industries, Product Photography is Priority #1

A Great Screenshot Can Be Incredibly Powerful
Screenshots are your product
photography. Make them
#awesome.
Can help tell a story, feature &
solution all-in-one

6
Make Your Assets Sharable

General Sharing Rules
Put everything on your website:
Gated: product demos and middle funnel assets for leads
Un-gated: customer stories, basic datasheets
Stuff on your website should also live in social silos:
YouTube
Facebook
Slideshare
Track everything- views, form completes, shares, etc.

Check out the new Partner Community
https://partners.salesforce.com/

Connect with Partners in the Partner Zone
The Westin Hotel, Market Street 2nd Floor – Metropolitan Ballroom INNOVATE with the leading technology
•Demos of new Salesforce technology CONNECT with members of the partner community
•Partner Community Theater
•Networking areas
•Welcome reception and daily lunch service GROW your business with resources
•70+ partner-specific sessions
•‘Ask the Experts’ consultation stations

AppBash 2014 on Wednesday Night!