Webinar: Acting like a top 25 Salesforce ISV - Product Marketing Strategies

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Acting Like a Top 25 Salesforce ISV: Product Marketing Strategies that Drive Salesforce Success All ISVs strive to create product marketing messaging that differentiates them from their competition. But leading ISVs know that to stand out, you must also speak clearly to how you add value to Salesforce. We're joining forces with marketing leaders from OwnBackup to discuss how to create a product marketing framework that meets your target market's needs and amplifies the results from your Salesforce outreach. In this webinar, you’ll learn: - How to create product messaging that differentiates you from your competition AND showcases the value you add to Salesforce. - Why you need a dual-pronged messaging framework that targets prospects and key Salesforce personas. - What tactics work in capturing mind- and market-share and which you should avoid. Access the recoding: https://learn.codescience.com/top-25-salesforce-isv-product-marketing-strategy-long.html

Insights, Tips, and Plans to Help you Grow Your
Salesforce-Subscription Business
Acting Like a Top 25
Salesforce ISV

Today’s Speakers:
Sean Hogan
CRO
CodeScience
Matthew Hutchison (Hutch)
Vice President Product Marketing
OwnBackup
Steve Malone
Director of Demand Generation
OwnBackup

● Who is CodeScience & Why we created this webinar series
● Revenue stages
● The 4 Primary GTM Functions
● Top 25 ISV crose department functions
● OwnBackup’s Story - Product Marketing for Salesforce Tips
● Open Q&A
Agenda

Who is CodeScience
● Founding partner of the Salesforce Product
Development Organization (PDO) Program since
2008 - named Master PDO in 2017
● We build Salesforce AppExchange solutions for our
clients.

● 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?

Your Revenue stages changes your team design

4 Primary GTM functions
Product
Revenue
(Sales & Marketing,
Customer Success)
Support Services

Top 25 ISVs align business functions
Strategy Finance Sales Ops
Marketing
Ops
Legal Ops
Segments
Vertical
Direct
Indirect
Tech Gaps
Services Gaps
Geo Expansion
Team
Comp
SaaS Business Analytics
Model
AR | AP (COA)
Approval Matrix
SFDC Org config
COA
LMA
Add-on Apps
Deal Support
Security Responses
AMP
PPC
AppExchange Analytics
Add-on Apps
Campaign Support
Event marketing Ops
Salesforce
Distribution
agreement
NDA
End User Agreement
Referral Agreement
Partner Agreement

Top 25 ISVs also align in these areas
Product
Marketing
Sales
Sales
Engineers
SFDC
Alliances
Deploy
Demo Story
1 Pager
White Paper
Security Paper
Segment | Persona
Target Budget Buyer
Win Wires
Segment mapping
Trial Experience
Event Marketing
Techniques
Persona Buyer
Dash not Features
No Floating
Demo Org
Trial Experience
P.O.C.
Demo Org to SDO / IDO
Segment mapping
Lunch N Learns
Chatter Page
PAM Alignment
Customer Win Wires
SME Alignment
Project Owner
C|S Tech Team
Feedback loop to
R&D

Top 25 ISVs Connect Critical Functions
Strategy
Product
Management
Product
Marketing
Marketing
Operations
Sales Ops
LegalFinance
Sales
Sales
Engineers
SFDC
Alliances
Demand
Gen
Marketing
Support
Deploy

Today’s focus Product Marketing for Salesforce
Strategy Messaging Execution
Product Marketing Team

OwnBackup Experts:
Matthew Hutchison (Hutch)
Vice President Product Marketing
OwnBackup
Steve Malone
Director of Demand Generation
OwnBackup

Cross Functional Alignment
Marketing Channels
Internal
SFDC
AE/SE
Prospects
&
Customers
Event
Marketing
App
Exchange
Digital
Channels
Product
Marketing
Product
Management
Sales
Unique Marketing Messaging
Product Marketing - Getting on Message:

Lessons Learned
Salesforce is open to influence and suggestions when reputation is established, regardless of size.
Develop a provocative point of view and ride with it.
Make friends with synergistic Salesforce partners.
Customer education is our top priority (isn’t data stored in the cloud safe?).
Don’t get comfortable...we live in a fluid world (revised messaging, pivot to digital).
AppExchange reviews are gold.
Don’t write the best book nobody ever read (WIP content management).
Internal enablement is paramount to success (Brainshark).
Salesforce AEs/SEs: How can this help me to crush my numbers?

Please Submit Your Questions Below
Open Q&A

Contact Us:
Sean Hogan
Thank You
Matt Hutchinson
matthewh@ownbackup.com
sales@codescience.com
Steve Malone
steve@ownbackup.com

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Scratch orgs are extremely valuable tools for Salesforce developers, but due to their individual, disposable nature, a source of truth for QA data is often not accounted for. Without a single repository for QA data, many developers may be testing against incomplete data sets, skewing their results. In our latest tech webinar, we discuss implications planning for QA data can have on Salesforce development. In this webinar, you will learn: - Why it’s essential to have a plan in place early on how to deploy data to scratch orgs and QA orgs. - Shortcuts which can inadvertently hide bugs that don't manifest until tested with real data, and lengthen the time it takes to complete a task. - Strategies for maintaining data models as projects progress and as data is added or removed to stay realistic and current. CodeScience Lead Salesforce Developer, Bobby Tamburrino will dive into these topics and provide key insights that can help ISVs succeed on the AppExchange.

Webinar - Acting Like a Top 25 Salesforce ISV: Designing a GTM Alliances Team

CodeScience

For every ISV, aligning an Alliances team with Salesforce as a channel partner can pave the way for massive growth and success. Unfortunately, many ISVs don’t know how to consistently drive growth results from these investments in Alliances. In this webinar, CodeScience CRO, Sean Hogan, will be joined by Ken Cavallon, Head of Global Alliances at Conga, who will share insights from his experience at DocuSign and Conga and as one of the foremost Alliances team designers. Ken and Sean will discuss how Alliances can help grow ACV and lower sales costs. In this webinar, you’ll: - Understand the impact that Salesforce as a channel partner can have on your business. - Review essential moves within the design of Alliances team to accelerate impact for your Sales, Marketing, and Product Development teams. - Understand what NOT to do in order to focus on actionable investments that drive brand momentum. https://learn.codescience.com/top-25-salesforce-isv-designing-a-gtm-alliances-team.html

Webinar: A Conversation with nCino

CodeScience

From idea to IPO: How an ISV can achieve growth and success within the Salesforce ecosystem On July 14th, 2020, nCino rang the opening bell and became a publicly-traded company. To both thrive as a Salesforce ISV and accomplish something as impressive as an IPO requires getting many things right. Brian Walsh, CodeScience CEO, sits down with Trisha Price, nCino CPO, to have an open conversation of how nCino got things right and share what ISVs can do today to set themselves up for success. In this webinar, you’ll learn: - How your customer needs can drive your product strategy - Why company culture is a core differentiator and a lever of success for nCino - What it takes to create meaningful relationships at Salesforce as an ISV Don’t miss this opportunity to learn how you can create a business on Salesforce that thrives.

Technical Webinar: Patterns for Integrating Your Salesforce App with Off-Plat...

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Patterns for Integrating Your Salesforce App with Off-Platform Apps Integrating Salesforce applications with additional off-platform apps can dramatically extend the capability of powerful business apps. From ERP systems to custom apps, integrating with Salesforce can help streamline essential processes, saving your business valuable time and money. In our latest tech webinar, CodeScience Technical Architect Mark Pond dives into Salesforce integration patterns and the positive impacts they can deliver. In this technical webinar, you will learn: - Several common Salesforce integration patterns - Integration pattern pitfalls - How to leverage a custom queue to automate background work - Deliverability and reporting advantages of custom queues Watch today to learn how automated testing can take your enterprise solutions to the next level.

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💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™: See how to accelerate model training and optimize model performance with active learning Learn about the latest enhancements to out-of-the-box document processing – with little to no training required Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath. Speakers: 👨‍🏫 Andras Palfi, Senior Product Manager, UiPath 👩‍🏫 Lenka Dulovicova, Product Program Manager, UiPath

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Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap. The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies. Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques What will you get from this session? 1. Insights into SAP testing best practices 2. Heatmap utilization for testing 3. Optimization of testing processes 4. Demo Topics covered: Execution from the test manager Orchestrator execution result Defect reporting SAP heatmap example with demo Speaker: Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP

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Do you want to learn how to model and simulate an electrical network from scratch in under an hour? Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)! During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook. PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides: - A fully editable and extendable library for grid component modelling; - Visualization tools to display your network; - Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses; The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well. What you will learn during the webinar: - For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills; - For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.

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My slides at Nordic Testing Days 6.6.2024 Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.

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Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management. The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM). Speakers: Bob Boule Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle. Gopinath Rebala Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.

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The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development. The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers: State of global ICS asset and network exposure Sectoral targets and attacks as well as the cost of ransom Global APT activity, AI usage, actor and tactic profiles, and implications Rise in volumes of AI-powered cyberattacks Major cyber events in 2024 Malware and malicious payload trends Cyberattack types and targets Vulnerability exploit attempts on CVEs Attacks on counties – USA Expansion of bot farms – how, where, and why In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East Why are attacks on smart factories rising? Cyber risk predictions Axis of attacks – Europe Systemic attacks in the Middle East Download the full report from here: https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/

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Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved: - Reduction in onboarding time from 5 weeks to 1 day - Improved developer experience and productivity through actionable findings and reduction of false positives - Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO) Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production. We will cover: - How to remove silos in DevSecOps - How to build efficient development pipeline roles and component templates - How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence) - How to streamline operations with automated policy checks on container images

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This paper presents Reef, a system for generating publicly verifiable succinct non-interactive zero-knowledge proofs that a committed document matches or does not match a regular expression. We describe applications such as proving the strength of passwords, the provenance of email despite redactions, the validity of oblivious DNS queries, and the existence of mutations in DNA. Reef supports the Perl Compatible Regular Expression syntax, including wildcards, alternation, ranges, capture groups, Kleene star, negations, and lookarounds. Reef introduces a new type of automata, Skipping Alternating Finite Automata (SAFA), that skips irrelevant parts of a document when producing proofs without undermining soundness, and instantiates SAFA with a lookup argument. Our experimental evaluation confirms that Reef can generate proofs for documents with 32M characters; the proofs are small and cheap to verify (under a second). Paper: https://eprint.iacr.org/2023/1886

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Webinar: Acting like a top 25 Salesforce ISV - Product Marketing Strategies

1. Insights, Tips, and Plans to Help you Grow Your Salesforce-Subscription Business Acting Like a Top 25 Salesforce ISV

2. Today’s Speakers: Sean Hogan CRO CodeScience Matthew Hutchison (Hutch) Vice President Product Marketing OwnBackup Steve Malone Director of Demand Generation OwnBackup

3. ● Who is CodeScience & Why we created this webinar series ● Revenue stages ● The 4 Primary GTM Functions ● Top 25 ISV crose department functions ● OwnBackup’s Story - Product Marketing for Salesforce Tips ● Open Q&A Agenda

4. Who is CodeScience ● Founding partner of the Salesforce Product Development Organization (PDO) Program since 2008 - named Master PDO in 2017 ● We build Salesforce AppExchange solutions for our clients.

5. Client success: 10% of the Appexchange

6. CodeScience client focus:

7. ● 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?

8. Your Revenue stages changes your team design

9. Everyone wants smooth sailing

10. Acting controlled within the chaos

11. 4 Primary GTM functions Product Revenue (Sales & Marketing, Customer Success) Support Services

12. Top 25 ISVs align business functions Strategy Finance Sales Ops Marketing Ops Legal Ops Segments Vertical Direct Indirect Tech Gaps Services Gaps Geo Expansion Team Comp SaaS Business Analytics Model AR | AP (COA) Approval Matrix SFDC Org config COA LMA Add-on Apps Deal Support Security Responses AMP PPC AppExchange Analytics Add-on Apps Campaign Support Event marketing Ops Salesforce Distribution agreement NDA End User Agreement Referral Agreement Partner Agreement

13. Top 25 ISVs also align in these areas Product Marketing Sales Sales Engineers SFDC Alliances Deploy Demo Story 1 Pager White Paper Security Paper Segment | Persona Target Budget Buyer Win Wires Segment mapping Trial Experience Event Marketing Techniques Persona Buyer Dash not Features No Floating Demo Org Trial Experience P.O.C. Demo Org to SDO / IDO Segment mapping Lunch N Learns Chatter Page PAM Alignment Customer Win Wires SME Alignment Project Owner C|S Tech Team Feedback loop to R&D

14. Super Hard Skill Set

15. Top 25 ISVs Connect Critical Functions Strategy Product Management Product Marketing Marketing Operations Sales Ops LegalFinance Sales Sales Engineers SFDC Alliances Demand Gen Marketing Support Deploy

16. Today’s focus Product Marketing for Salesforce Strategy Messaging Execution Product Marketing Team

17. OwnBackup Experts: Matthew Hutchison (Hutch) Vice President Product Marketing OwnBackup Steve Malone Director of Demand Generation OwnBackup

18.

19. OwnBackup Company Milestones

20.

21. Cross Functional Alignment Marketing Channels Internal SFDC AE/SE Prospects & Customers Event Marketing App Exchange Digital Channels Product Marketing Product Management Sales Unique Marketing Messaging Product Marketing - Getting on Message:

22. Lessons Learned Salesforce is open to influence and suggestions when reputation is established, regardless of size. Develop a provocative point of view and ride with it. Make friends with synergistic Salesforce partners. Customer education is our top priority (isn’t data stored in the cloud safe?). Don’t get comfortable...we live in a fluid world (revised messaging, pivot to digital). AppExchange reviews are gold. Don’t write the best book nobody ever read (WIP content management). Internal enablement is paramount to success (Brainshark). Salesforce AEs/SEs: How can this help me to crush my numbers?

23. Please Submit Your Questions Below Open Q&A

24. Contact Us: Sean Hogan Thank You Matt Hutchinson matthewh@ownbackup.com sales@codescience.com Steve Malone steve@ownbackup.com

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