Salesforce has achieved over $2.1 billion in annual revenue run rate through a culture of continuous innovation enabled by its Adaptive Delivery Methodology (ADM) which employs agile practices like Scrum and extreme programming in a lean way across over 125 Scrum teams to deliver over 30 major releases per year through a monthly rhythm.

1. innovation@salesforce
Chris Fry
SVP Development

5. About Us:
First Cloud Company to Exceed $2.0 Billion Annual
Run Rate
34% Revenue Growth Y/Y in Q1 FY12
504
$2.1 Billion+ #4 457
Fastest Growing
Annual Revenue Run Rate Company 2010 429
394
377
354
331
316
305
290
276
263
248
217
192
177
162
144
Quarterly Revenue ($M)
130
118
105
91
83
72
64
55
41 46
35
Revenue through fiscal quarter ended 04/30/11

6. Culture to Innovate

9. Days between Major Releases
Features Delivered per Team
2000 2001 2002 2003 2004 2005 2006

10. Unpredictable
completion of
projects or initiatives

11. Lack of Visibility

13. Resource Bottlenecks

14. Infrequent Customer Feedback

16. Transformation Results
Features Delivered per Team
Days between Major Releases
2000 2001 2002 2003 2004 2005 2006 2007

17. ADM Rhythm & Release Cadence
Release Release Release Release
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Monthly Rhythm

18. What is ADM?
Lean
Self-organizing Continuous integration
Agile
Time-boxed Self-correcting
Ftest - Selenium
Re-factoring
Transparent Collective Code Ownership
Early Feedback
Code Reviews Iterative
Just-in-time
Predictable releases
Debt free
Continuous
Improvement Always Potentially Releasable

19. 125+
Scrum Teams @ Salesforce

20. Scaling Agile
Scrum of
Scrum of Technical Operations
Scrums
Platform Division Applications Division Infrastructure Division
Scrum of Scrum of Scrum of
Scrums Scrums Scrums
Shared Resources
Scrum Teams UI Design Doc
(with dedicated
Dev & QA)
System
Usability
Test
Work
group Work
group

21. Disruptive Organization

22. Align the entire company
Where do we want to be?
What values are important to us?
How we will get there?
What obstacles do we need to recognize and overcome?
How will we measure success?

27. PTOn! is designed to
inspire the creativity of
our individual
contributors.
Take the space to do
the great things that you
are passionate about
(even if they are outside
the objectives of the
scrum team)
10/26/2011 27

31. Continuous Innovation

32. Continuous Innovation
Painless, No Hassle Upgrades
30 Major Releases
Every Customization & Integration
Automatically Upgraded
Always Have the Latest Innovations
& Technology

33. Investment in Automation

34. Disruptive Technology

35. Cloud Services
Content
Management
Mobile OLTP
Packaging SOQL API Access to
Query Data & Metadata
Search
Business
Intelligence / OLAP
Batch
Processing Multi-tenant
Web MVC programming
BPM (workflows, Framework language (Apex)
approvals) (Visualforce)

36. Site Architecture Overview
 Tenants (e.g., a company)
known as “organizations”
 Each organization has users
– From 1 to 100,000s
– Each username maps to a
single organization-id
680,000+ Custom
Objects (Tables)
 Single code base
24+ Production – Only 1 version to support!
Instances
~8 DBAs

37. Higher Purpose Culture of Innovation Disruption

39. What is ADM?
ADM (Adaptive Delivery Methodology) is an Agile
discipline that is specific to salesforce.com. It employs
Scrum project management framework, adopts certain
extreme programming practices and is based on lean
principles.