Product Marketing, the Salesforce Way (October 13, 2014)

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Product Marketing, the Salesforce Way (October 13, 2014)

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Product Marketing, the Salesforce Way (October 13, 2014)

  1. 1. Product Marketing, the Salesforce Way Jim Sinai Senior Director, Product Marketing AppExchange & Platform Marketing @jimsinai
  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 any litigation, risks associated with completed and any 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-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These 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. The presentation focuses on PRODUCT MARKETING
  4. 4. 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
  5. 5. Start & Stay Relevant
  6. 6. Position Your Company, First.
  7. 7. 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
  8. 8. 1% Time Equity Product 588,000+ Hours Service $55M+ Grants 20,500+ Non-profit Organizations 1/1/1 Model Adopted by
  9. 9. 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
  10. 10. Promote the future, while being mindful of the present.
  11. 11. 1999: The End of Software •David (salesforce.com) vs. Goliath (Siebel) •Differentiate, differentiate, differentiate
  12. 12. 2006: The Consumer Web
  13. 13. 2010: A Fundamental Shift in Cloud Computing Easy . Fast . Low Cost Social . Mobile . Open
  14. 14. 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”
  15. 15. Behind every is a customer. thing
  16. 16. Build a Little Drama
  17. 17. 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”
  18. 18. 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”
  19. 19. “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
  20. 20. Create Superheroes
  21. 21. The C-Level Hero Explosion
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Use a Framework
  28. 28. Great Stories Have Common Attributes Strong Title Key Thesis Main Character Logical Flow of Ideas Memorable Supporting Details Conclusion or Call to Action
  29. 29. Example: NY Times Editorial Main Character Supporting details Thesis Strong Title Logical flow of ideas
  30. 30. Presentations Contain the Same Concepts Title Logical flow of ideas in slide titles Main character Supporting Details Thesis
  31. 31. Problem: Writing Your Flow From Scratch…
  32. 32. 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
  33. 33. 1.Pain-Solution 2.New Idea 3.Springboard Story 4.Best Alternative 5.Outline Common Story Frameworks:
  34. 34. 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
  35. 35. 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
  36. 36. Show Your Product
  37. 37. In Most Industries, Product Photography is Priority #1
  38. 38. 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
  39. 39. 6 Make Your Assets Sharable
  40. 40. 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.
  41. 41. Check out the new Partner Community https://partners.salesforce.com/
  42. 42. 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
  43. 43. AppBash 2014 on Wednesday Night!

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