This document provides an agenda and overview for a presentation about CodeScience and Conga's partnership and alliances techniques. The agenda includes discussions about acting like a top 25 ISV, alliances optimization, investment and team structure, return on investment, and executive alignment. It also outlines Conga's coverage of Salesforce segments, metrics to measure alliances success, tips for field enablement strategy, AE posture, and executive alignment.

2. Today’s Speakers:
Sean Hogan
CRO
CodeScience
Ken Cavallon
Vice President,Global Alliances
Conga

3. ● About CodeScience & Conga
● Acting like a Top 25 ISV overview
● Alliances Techniques - Lessons learned from Ken
● Alliances Optimization for Salesforce Channel
■ Investment
■ Team Structure (How & What)
■ Return on Investment
■ Executive Alignment
● Open Q&A in chat please
Agenda

4. Part 1: Insights to Grow Your Business - Appinium
Part 2: Product Marketing Strategies - OwnBackup
Part 3: Demo Org Optimization - nCino
Part 4: How Tech Support Drives ACV Growth - CodeScience
The Top 25 ISV Series in Review

5. About CodeScience:

6. Client success: 10% of the Appexchange

7. About Conga:

8. 8
Top Salesforce ISV
Founded in 2006, built on Salesforce,
enabling Salesforce to add new users on
platform, and increase customer value.
#1 CLM for Salesforce
#1 Doc Gen for Salesforce
#3 eSignature for Salesforce
We know how to Partner - “Trifecta”
Deep Partnership with Salesforce CPQ
Salesforce Ventures Portfolio Company
Why We’re
Better Together
+

9. ● For every $1 in ARR
● Market cap increase of 7 to 20 times
● So $1M in ARR = $7M - $20M
● $4M in ARR = $28M - $80M
State of the AppExchange Report: http://tinyurl.com/SOAP20
Why act like a top 25 ISV?

10. Revenue Stage - Team Design Changes

11. Acting Like a Top 25 ISV

12. Top 25 ISVs Connect Strategy to Functions
Strategy
Product
Management
Product
Marketing
Marketing
Ops
Sales Ops
Customer
Success
Finance
Sales
Sales
Engineers
SFDC
Alliances
Marketing
Support
Deploy

13. ISV Salesforce Alliances:
Conga Challenge: How we say YES - but Optimize to Segments
Brand Prestige & Technical Advantage
Align Engage
Predictable
Outcomes

14. Salesforce Alliances for ISVs - How to Begin
Pick a Salesforce
Segment
Align Your Team to that
Segment & Mindset
The What
you will Deliver

15. 15

16. 16
25,000
4,500
1,000
200
21
45
PLATFORM
GTM
&CLOUDSALES
Conga’s Salesforce Global Alliance Coverage
Mid
ENTR
Large
ENTR
GENERAL - CMRCL
MID - CMRCL
GROWTH BUSINESS
SMALL BUSINESS
TECHNICALEVANGELISM
&
SALESFORCECOREFIELDCBU&EBU
SALESFORCEFIELDINBOUND
MANUFACTURING(MFG)
HEALTHCARE&LIFESCIENCES(HLS)
FINANCIALSERVICES(FINS)
COMMSMEDIA&TECH(CMT)
Andy Eliopoulis, Director SF
Alliance
SF EBU & CBU Core Field - AMER
Marc Cohen, Alliances
PAM
Field to Field TriageCam Neilsen
Global
Technical Evangelist
Ken Cavallon
VP Global
Alliances
SALESFORCECPQ&BILLING
Ciaran McCullagh
AVP Partners
EMEA
Damien Olbourne
PAM APAC
EMEA
Theo Lavender
PAM UKI/Nordics
Sara Bondioli
PAM S EMEABrittney Krappe
PAM UKI/Benelux
APAC
TBH, Alliance Director
Global Cloud Sales (CPQ, Platform,
VERTS)
Bobby Johnson
Director
Alliance
Evangelism
Tiffany Kroner (11/1)
Global
Technical Evangelist
Plus…
• Partner Marketing
• Solution Engineering
• Partner Enablement

17. The Alliances Leader: builds the mindset
For Conga it is: Build Together
+

20. Salesforce Year Cadence
Evangelize
Realignment Quarter
● Resetting of territories and leadership
● Account Assignments
● Aligning Conga Value Propositions
● Adjust WIFFM Stories
Q1
Enable
The Learning Quarter
● Refine and Deliver Tools
● Reset and Promote Messages
● 1:Few Enablement Sessions
● 1:1 Coaching
Q2
Engage
The Shoulder to Shoulder Quarter
● Trifecta Trifecta Trifecta
● Promote Champions
● Highlight Successes
● Sell Together
Q3
Close & Plan
The Closing Quarter
● Facilitate Success
● Gather NFY Intel
● Analyze Failure
● Publish NFY V2MOM
● Dreamforce
Q4

21. Understand the 3 Core Tenets of Salesforce:
Salesforce is Coin Operated
• Sales
• Leadership
• Product
Salesforce is Success Driven
• Success Breeds Success @ Salesforce
• Promote, Promote, Promote!
• Be Genuine
Be Like Salesforce – Join the “Ohana” Family
• Speak their Language
• Make them Believe
• Back it up with Behavior Example: Create your company’s 1:1:1

22. Take a Balanced Alliance Approach
#1 Great Partner
• Perfect Partner – Say “YES!”
• Easy to work with
• Guinea pig for Partner Marketing
• Participate in events & programs
• Drives Salesforce success
#2 Great Supplier & Customer
• 1000’s of Conga Seats @ SFDC
• Adds value to SFDC’s business
• Exemplifies power of Platform
• Conga runs our business on SFDC
• Referenceable Customer
#3 Great Ecosystem Player
• Integrates with others
• Adds value to the ecosystem
• Whole is greater than the sum
• Drives the Agenda of the
ISV/Partner Alliance Team
Leadership
#1
Partner
#2
Supplier &
Customer
#3
Ecosystem

23. Measurable Alliances KPIs

24. Consistent Monthly Salesforce Ops Reviews
• Monthly Operations Review with
Salesforce
• Review Metrics
• Feedback Loop
• Track/Share Successes
• Improvement Commitments
• Promote Wins
• Steady Progress Wins

25. Measure the Basics
1. R/AVP Engagement/Commits/Close Outs
2. SE Trainings & Certifications
3. SE Tools Usage and Demos:
https://learn.codescience.com/top-25-salesforce-isv-demo-org-optimization/

26. The Conga Monthly Metrics we track

27. Alliances R.O.I.

28. Salesforce Engagement: Flywheel Effect
1. Engage
RVP/AVPs
2. SE Tools
(SDO/IDO)
3. Train &
Cert SE
Champs
4. AE Attach
5.
AVP/RVP
Reporting
● Drive a ‘Virtuous Cycle’ of
success
● Differentiate from other
Partners
● Tools for their success with
You
● Activate the Tech Champs
● Bottom Up/Top Down Comms
● Driven by Partner Team for
Sales

29. Alliances Tips

30. Alliances Tips
Field
Enablement
Strategy
AE Posture
RVP Feedback
Strategy
Customer
Success

31. Salesforce Field Enablement Materials
• Field Battlecards
• Chatter Groups
• Demo Environments
• YouTube Channel
Continuous Asset Development

32. Publish Customer Success Stories

33. Measure AE Posture & Deliver feedback to R/AVPs
Engaged Passive Blocking

34. Executive - Alliances
Alignment

35. Conga Salesforce Scorecard in Review
KPI Item Nov Dec Jan YTD
Q4
Goal
Trend Comments
AVP/RVP Engagement
# Meetings
YTD Running Total
YTD % Coverage
# Commitments
% Closed Out in Month
Running Commit Close Out
35*
121
107%
25
19%
84%
10
131
116%
10
16%
93%
26
157
139%
22
11%
90%
131
157
139%
145
90%
113+
113+
75%
75+
80%
●
●
●
●
●
●
•There are ~150 R/AVPs that
have impact on Conga
•Q4 Focus is on Closing Out
Commitments received
from SFDC A/RVPs rather
than net new meetings
•*Nov was Tony Rodoni
Group Meeting at IVP
Offices
SE Engagement
Composer Trained
Certified
ActionGrid Trained
Certified
Redlining Trained
Total Trained
Total Certified
Total Cross Trained
Cross Certified
2
2
92
9
85
179
17
32
7
81
30
74
62
0
155
103
84
44
0
6
0
5
0
11
11
0
5
738
232
175
82
90
1003
322
122
57
600+
300+
200+
100+
150+
950+
500+
●
●
●
●
●
●
●
•Q4 focus; intro train & cert on
ActionGrid and Redlining
•Q4 focus; pick up
momentum on SE Certs.
•35 certs came in last 5 days of
2017 for the holiday contest
Salesforce Demo Org (S/IDO)
# Conga SDO Package Installs
# Merges Run by Salesforce SEs
60
647
128
670*
107
516
530
3445
500+
4500+
●
●

36. The Tactical Steps YOU can take NOW
Align your team to a Segment & a Geography to start
Commit to your differentiators
Demo Optimization
Build KPIs - Measure - Win together

37. Please Submit Your Questions Below
Open Q&A

38. Contact Us:
Sean Hogan
Thank You
sales@codescience.com