The document provides an overview of the APP Academy for ISV partners at Salesforce. It includes a diagram outlining the five phases of the ISV partner lifecycle: plan, build, distribute, sell, and support. It also discusses key resources available to partners at each stage, such as the partner portal, account executive support, online training and documentation, communities, and social media channels. The goal is to help partners understand the full partner journey and identify their current phase and next steps.

1. APP Academy
Getting Started as an ISV Partner
John Richter, salesforce.com, Sr. Manager
@partnerforce

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. John Richter
Sr. Manager, ISV Success
@partnerforce

4. Quick Poll
Is your app in-market?
Yes
No

5. Session Goals
Understand key components of the full partner lifecycle
Identify your place within the lifecycle, along with next steps
Leverage the Partner Portal & other resources
Review how to get the most out of Dreamforce
Get inspired about your business

6. Introduction

7. APP Lifecycle Diagram
Plan
Build
Distribute
Sell
Support

8. APP Lifecycle Diagram
Plan
Sign up
• Business Review (ISV AE)
• Partner Portal Access
• APP Academy
• Recording Training (LMS)
• Support (Create a Case)
Technical Review (TE)
In the Plan phase:
1. join & plan (AE)
2. technical review (TE)
3. final contract
Build
Distribute
Sell
Support

9. APP Lifecycle Diagram
Plan
Build
Developer Org(s)
Sign up
• Business Review (ISV AE)
• Partner Portal Access
• APP Academy
• Recording Training (LMS)
• Support (Create a Case)
Technical Review (TE)
In the Plan phase:
1. join & plan (AE)
2. technical review (TE)
3. final contract
Test Org(s)
Packaging Org
Security Review
In the Build phase:
4. build & test your app
5. upload managed package
6. pass Security Review
Distribute
Sell
Support

10. APP Lifecycle Diagram
Plan
Build
Distribute
Partner website
Developer Org(s)
Sign up
• Business Review (ISV AE)
• Partner Portal Access
• APP Academy
• Recording Training (LMS)
• Support (Create a Case)
Technical Review (TE)
In the Plan phase:
1. join & plan (AE)
2. technical review (TE)
3. final contract
Test Org(s)
Trialforce Management Org
Packaging Org
Security Review
In the Build phase:
4. build & test your app
5. upload managed package
6. pass Security Review
In the Distribute phase:
7. use TMO for trials, demos, branding
8. manage AppExchange listing(s)
9. launch application
Sell
Support

11. APP Lifecycle Diagram
Plan
Build
Distribute
Sell
Support
Partner website
Developer Org(s)
Sign up
• Business Review (ISV AE)
• Partner Portal Access
• APP Academy
• Recording Training (LMS)
• Support (Create a Case)
Test Org(s)
Trialforce Management Org
FREE
TRIAL
Packaging Org
ISV Business Org
Technical Review (TE)
In the Plan phase:
1. join & plan (AE)
2. technical review (TE)
3. final contract
• Leads
• Licenses (LMA)
• Sales (Opportunities)
• Marketing (Campaigns)
• Order Management
• Subscriber Support (LMA)
• Support (Cases)
Security Review
In the Build phase:
4. build & test your app
5. upload managed package
6. pass Security Review
In the Distribute phase:
7. use TMO for trials, demos, branding
8. manage AppExchange listing(s)
9. launch application
In the Sell phase:
10. manage Leads
11. Order Mgmt
12. Licenses (LMA)

12. APP Lifecycle Diagram
Plan
Build
Distribute
Sell
Support
Partner website
Developer Org(s)
Sign up
• Business Review (ISV AE)
• Partner Portal Access
• APP Academy
• Recording Training (LMS)
• Support (Create a Case)
Test Org(s)
Trialforce Management Org
FREE
TRIAL
Packaging Org
ISV Business Org
Technical Review (TE)
In the Plan phase:
1. join & plan (AE)
2. technical review (TE)
3. final contract
• Leads
• Licenses (LMA)
• Sales (Opportunities)
• Marketing (Campaigns)
• Order Management
• Subscriber Support (LMA)
• Support (Cases)
Security Review
In the Build phase:
4. build & test your app
5. upload managed package
6. pass Security Review
In the Distribute phase:
7. use TMO for trials, demos, branding
8. manage AppExchange listing(s)
9. launch application
In the Sell phase:
10. manage Leads
11. Order Mgmt
12. Licenses (LMA)
In the Support phase:
13. manage Cases
14. Subscriber Console
15. manage Renewals

13. APP Lifecycle Diagram
Plan
Build
Distribute
Sell
Support
ISV Business Org
Technical Review (TE)
Security Review
• Leads
• Licenses (LMA)
• Sales (Opportunities)
• Marketing (Campaigns)
• Order Management
• Subscriber Support (LMA)
• Support (Cases)

14. APP Lifecycle Diagram
Plan
Build
Distribute
Sell
Support
Developer Org(s)
Test Org(s)
Trialforce Management Org
Packaging Org
ISV Business Org
• Leads
• Licenses (LMA)
• Sales (Opportunities)
• Marketing (Campaigns)
• Order Management
• Subscriber Support (LMA)
• Support (Cases)
In the Plan phase:
1. join & plan (AE)
2. technical review (TE)
3. final contract
In the Build phase:
4. build & test your app
5. upload managed package
6. pass Security Review
In the Distribute phase:
7. use TMO for trials, demos, branding
8. manage AppExchange listing(s)
9. launch application
In the Sell phase:
10. manage Leads
11. Order Mgmt
12. Licenses (LMA)
In the Support phase:
13. manage Cases
14. Subscriber Console
15. manage Renewals

15. APP Lifecycle Diagram
Plan
Build
Distribute
Sell
Support
Partner website
Developer Org(s)
Sign up
• Business Review (ISV AE)
• Partner Portal Access
• APP Academy
• Recording Training (LMS)
• Support (Create a Case)
Test Org(s)
Trialforce Management Org
FREE
TRIAL
Packaging Org
ISV Business Org
Technical Review (TE)
In the Plan phase:
1. join & plan (AE)
2. technical review (TE)
3. final contract
• Leads
• Licenses (LMA)
• Sales (Opportunities)
• Marketing (Campaigns)
• Order Management
• Subscriber Support (LMA)
• Support (Cases)
Security Review
In the Build phase:
4. build & test your app
5. upload managed package
6. pass Security Review
In the Distribute phase:
7. use TMO for trials, demos, branding
8. manage AppExchange listing(s)
9. launch application
In the Sell phase:
10. manage Leads
11. Order Mgmt
12. Licenses (LMA)
In the Support phase:
13. manage Cases
14. Subscriber Console
15. manage Renewals

16. Quick Poll
Which lifecycle phase are you in?
Plan - still getting started
Build - under construction
Distribute - app is live!
Sell (& Market) – generating leads, free trials
Support – solving customer issues

17. Key Resources

18. Talk To Your ISV Account Executive (AE)
• Validate Your Planned Approach
• Layout Your Partnership Options
• Work towards a signed Partner Contract
• Foster Your Go-to-Market Execution
• Network with others

19. Partner Portal – Your Key to Success
http://www.salesforce.com/partnerportal

20. Partner Portal – Manage Cases

21. Partner Portal – Developer & Test Orgs

22. Partner Portal - Take the APP Academy (Online)
 Free training for ISV partners
 Contains best practices by Roles
 Videos, Checklists, FAQ’s
 Build your own Custom Training
http://p.force.com/appacademy

23. Partner Portal – ISV Partners One-Stop Shop
 News
 Alerts!
 APP Academy
 Topics (A-Z)
 Links
 FAQ
http://p.force.com/ISV

24. Online Resources
Learning Mgmt System
http://p.force.com/LMS
Online Help
http://help.salesforce.com
Customer Community
http://success.salesforce.com

25. Other Resources
http://p.force.com/guide
http://www.salesforce.com/
behindthecloud

26. Office Hours
Dreamforce Office Hours
http://p.force.com/marketing
Marketing Office Hours
http://p.force.com/marketing
PR Office Hours
http://p.force.com/marketing
Security Review Office Hours
http://p.force.com/security

27. Check out The Business App Blog
 How To’s
 Thought Leadership
 Technical Best Practices
 Industry Trends
 Sales Tips
 Recommendations
 Marketing Insights
 Program Updates
http://p.force.com/blog

28. Follow Us on Social Media
Twitter.com/partnerforce
Slideshare.net/partnerforce
Facebook.com/
Salesforcepartners
youtube.com/partnerforce
http://p.force.com/socialmedia

29. Quick Start Top 10

30. Quick Start Top 10
1
Free portal logins
2
APP Academy (Online)
3
Free LMS recordings
4 Prepare for Technical Review
5 Use Partner Dev & Test Orgs
6 6-8 weeks for Security Rev
7 ISV Business Org (2 free)
8 Partner Premier Support
9 Salesforce Release Cycle
10
Staff right roles; PDO
http://p.force.com/ISV

31. Tip #1: Free portal logins for everyone
#1
Company Profile >
View or Manage Users >
Create New User

32. Tip #2: Take the APP Academy (Online)
 Free 24/7 training for ISV partners
#2
 Contains best practices by Roles
 Videos, Checklists, Exercises, Topics, , Recordings, FAQ’s
 Build your own Custom Training (slide decks)
 Next Virtual Classroom – Dec. 3 at 9am PT
http://p.force.com/appacademy

33. Tip #3: Sign up for free LMS Recordings
#3
http://p.force.com/LMS

34. Tip #4: Prepare for your Technical Review
?
Who Are You Selling To?
Architecture Model
Licenses & Editions
Distribution
#4

35. Tip #5: Use Partner Developer Edition orgs
• Partner Developer Orgs
• Partner Test Orgs
• Packaging Org (PDE)
#5

36. Tip #6: Plan 6-8 Weeks for Security Review
http://p.force.com/security
#6

37. Tip #7: ISV Business Org (2 free CRM licenses)
#7

38. Tip #8: Consider Partner Premier Support
#8
http://www.salesforce.com/services-training/partner-support

39. Tip #9: Understand the Salesforce Release Cycle
#9
• Salesforce has 3 releases per year
• Conduct Sandbox Tests on your app
• Review new features & functionality
• Take advantage of new innovations
• Stagger your own release
http://p.force.com/Releases

40. Tip #10: Staff the Right Roles; Consider a PDO
#10
http://p.force.com/ISVRoles

41. Quick Start Top 10
1
Free portal logins
2
APP Academy (Online)
3
Free LMS recordings
4 Prepare for Technical Review
5 Use Partner Dev & Test Orgs
6 6-8 weeks for Security Rev
7 ISV Business Org (2 free)
8 Partner Premier Support
9 Salesforce Release Cycle
10
Staff right roles; PDO
http://p.force.com/ISV

42. Mike Witherspoon
CEO and Founder, CodeScience
@SpoonScience

43. Who Wewe
Who Are
are
 Consulting group founded in 2009
 Build solutions using cloud platforms, primarily ISV apps for
distribution
 30 solution architects, consultants and developers in San Francisco
and Chattanooga

44. Partners Helping Partners Session
Wednesday, 5pm in this room, 3014 West
• Successes, failures and lessons learned
• Takeaways
• Detailed tips: http://codescience.com/isvtips
• CS Utils Apex class on github: http://codescience.com/csutils
• Install Tracking Dashboard for your LMA on the AppExchange:
http://codescience.com/installtrackingdashboard

45. Dreamforce 2013

46. AppExchange Partner Zone
Visit the Partner Team in Moscone West - 3rd Floor
Get Inspired
Mobile Showcase
Get Tools
Cloud Alliance
Zone
Build Your Network
Expert Bar &
Community Lounge
Photobooth

47. ISV Success Track at Dreamforce
Plan
Build
Distribute
Sell
Support
Ready to Partner with Salesforce.com?
APP Academy: Getting Started as an ISV
Support Your Customers
Architect & Design Your Commercial App
Distribute & License Your App
ISV Roadmap
Design Patterns: ISV Recipes for Success
Manage Your Business. . .
Connected Apps: Design Options
Interoperability: Combine Forces
Mobile for ISV’s (Part 1): Strategy
AppExchange Marketing Playbook: Build Your Brand
Avoid Growing Pains: Scale Your App
AppExchange Marketing Playbook: Generate Demand
Emerging Technology:
Mobile for ISV’s (Part 2): Develop
Driving Sales Success as an ISV Partner
- Heroku
Next Generation UX for Commercial App
Meet the Power Brokers: VC Panel
- Salesforce Communities
An Insider’s Guide to Security Review
- Service Cloud
- Social & Collaboration
- Work.com
Follow sessions and join the Partner Success Group on

48. at Dreamforce
Plan
APP Academy: Getting Started as an ISV
Build
Distribute
Sell
Support
Distribute & License Your App
Architect & Design Your Commercial App
Support Your Customers
AppExchange Marketing Playbook: Build Your Brand
AppExchange Marketing Playbook: Generate Demand
Driving Sales Success as an ISV Partner
Follow sessions and join the Partner Success Group on

49. Do you have the Session Guide?
http://p.force.com/df13sessions
http://p.force.com/blog
:: ISV Success
- Technical, Sales, Marketing
- Emerging Technologies
:: Partner User Groups
:: Founders Forum
:: AppExchange (customers)

50. 20+ partner-led mini sessions
- Community Zone @ Hilton Hotel
- Partners sharing best practices on
development, sales, marketing, ops, support
- Support your partners

51. Don’t Miss AppBash 2013!
**7pm-9pm is the Partner Appreciation Party
Must have Partner or Sponsor Badge to get in

52. Questions?
 News
 Alerts!
 APP Academy
 Topics (A-Z)
 Links
 FAQ
http://p.force.com/ISV