The document outlines the Mastering the Direct Sales Model and highlights Salesforce's approach to online marketing, sales development, and overall sales success. It discusses key strategies for measuring success, handling leads, and fostering collaboration between marketing and sales teams. Additionally, it emphasizes the importance of hiring the right talent, maintaining persistence, and adapting to changes in the sales environment.

1. Mastering The Direct Sales Model
AppExchange Partner Program
Lauren Vaccarello, Scott Keane, Mike Wolff,
Sr. Director, Online Marketing VP Sales Development AVP, Commercial Sales, ESB
@laurenv @scottckeane @mike_wolff

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3. >500,000 Inbound
Marketing Responses
Handled

4. >100,000 Opportunities
Created

5. >$1.5B in Global
Pipeline This Year

6. The Direct Sales Machine
Sales
Development
Online
Sales
Marketing

7. Step 1: Online Marketing
Online
Marketing

8. Remember Who You Are

9. Online Marketing Fundamentals
1. Online Marketing at Salesforce
2. Measuring Success
3. Driving and Converting Leads
4. Working with Sales

10. Online Marketing at Salesforce
SEO Display/Retargeting SEM
Email
Web Analytics Testing Video Advertising Social Advertising

11. How Do We Measure Success?
Leads Pipeline ACV

15. What Should Your Metrics Be?

16. How Do You Make Money?
OR

18. Integrating Paid Search with Salesforce
Unique CRM A
Tracking ID A
SEM Campaign
Structure B
B
Offline
Conversion C C
Data
Sales
Enablement D D

19. How Data Integration Will Work

20. Automate As Much As Possible
BID MGMT TOOL
Keyword A
Keyword B
Keyword C
Keyword D

21. Intro to Web Analytics and Testing

22. A/B (or A/B/N) Testing
Testing method where a control experience or web page element is compared to one or more sample experiences or elements in
order to improve conversion rate or other performance metrics.
AKA: Split testing, bucket testing
Landing Pages Images
VS VS
whichtestwon.co quora.com/A-B-
m Testing

23. 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

25. Winner

26. Form Completions
Website Leads
Opportunities
Pipeline

27. Make Smarter Decisions in Record Time

28. Create Sales & Marketing Success

29. How We Work With Sales
Clear Communications Regular Calls Shared
About Marketing Goals

30. 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

31. Thank You!
Lauren Vaccarello
Sr. Director, Online Marketing
lvaccarello@salesforce.com
@LaurenV

32. Scott Keane
VP, Sales Development
@scottckeane

33. Step 2: Sales Development
Sales
Development

34. 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

35. ~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

36. “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

37. Rules of Engagement (ROE) Are SR Law KEY INFO!
If existing Opportunity, pass to AE
If AE “touch” last 30 days, pass to AE
If EBR “touch” last 90 days, pass to EBR
If SR “touch” last 30 days, pass to SR
If none of the above apply
WORK THE LEAD
37

38. 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 - Voicemail
your 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 that
contact to we connect for a convenient time specific time for a evaluating? you are no
understand your call? to discuss call longer
business 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 inbox
arrange call service? would like to unnecessarily - If still
discuss if our interested, let
service is in-line me know
with your business
needs.

39. Our Ultimate Deliverables – Quality Pipe and Revenue
39

40. Mike Wolff
AVP, Commercial Sales, ESB
@mike_wolff

41. Step 3: Sales Success
Sales

42. 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

43. 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

44. We Want You!
Consultative Sales Skills
Strategic Thinkers
Genuine Curiosity
Competitive/Collaborative
Continuous Learners
Work Ethic
44

45. 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

46. Prepare for Success
Teach
Document Model
Coach Try
46

47. Own the Sales Process
SELF F/U ON
EVAL ACTION
ITEMS
LEAD INTRO CLOSE
DISCO PROOF NEXT STEPS NEG
1 2 3 4 5 6
OMITTED PIPELINE BEST CASE COMMIT

48. Checkers vs. Chess
Transactional 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

49. Real Time…All the Time
49

50. The Only Constant is Change
Monthly Ops Reviews
Weekly 1:1s
Break things before they break you
Over Communicate
50

51. 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

52. Lauren Vaccarrello Scott Keane Mike Wolff
Sr. Director, Online Marketing VP, Sales Development AVP, Commercial Sales-ESB
@Laurenv @scottkeane @Mike_wolff

53. 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 Street
Survey (Session Record) Cloud Crawl (Thursday Night)
Follow us on Twitter @partnerforce

54. Partner Hub – Speaker Debrief
Why Work With a PDO
Partner
Success
Clinics
Welcome Desk
Speaker
Debrief
Area

55. SR Team Managers Drive Behaviors with Dashboards
55

56. We Use Dashboards to Manage Accountability
56

57. 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

58. 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

59. SR Success Begins with Investment in Human Capital
Recruiting Onboarding Coaching/Training