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Selling To Salesforce Playbook 2015
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Playbook Use Guide This playbook contains dozens of valuable links. Follow the steps below to maximize this tool. • Access Required! 1. Partner Community: go [Here] and select ‘Sign Up’. If you have trouble go [Here] 2. Online Training: sign up [Here] Playbook Use Guide
3. Partner Sales Aid: go [Here]. If you have trouble go [Here]
• Tip – To Return to the prior slide, right-click and choose ‘Last Slide’ • Action Item • this document. You’ll be completing a cheat sheet to share with Salesforce AEs as you move through this playbook
• Legend These icons will take you to another slide in the playbook
[Here]
This is a hyperlink, it will take you to an external website
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 nonsalesforce.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.
VISION SLIDEto catch the eye of Salesforce AEs? Are you Are you trying frustrated by the lack of response? And, do you have a killer app? If those questions hit home, you’ve come to the right place. Consider this deck the holy grail of AE matchmaking.
We’ve designed this guide to help you understand how our AEs go to market and what you can do to gain mindshare. It'll provide you with a comprehensive toolbox of resources to message effectivily moving forward.
“
The following slides are full of best practices that have been tried and tested by our top performing partners.
Four Learning Objectives
Your Four Learning Objectives Mastering these core capabilities will be integral to your success.
After working through this deck, you will be able to successfully complete the following tasks.
Construct a Succinct Elevator Pitch Understand the Salesforce Language Effectively Market to Salesforce AEs Promote Wins to Drive New Business
Why Salesforce?
Why is selling to Salesforce so important? World’s
#1 CRM Company - IDC
“
Over
100k+ Successful Customers Across All Industries
$2B In Revenue
There are over 2.8K applications on the AppExchange. Building a relationship with the Salesforce teams is one of the most productive ways you can go about growing your business.
Learning Path – Table of Contents Know Your Business
Network
• Know Your Customer
• Networking Best Practices
• Know Your Product
• Tailor Your Message
• Build Your Sales Kit
• Maximize Your Resources
Know Salesforce
Promote Your Win
• Know The Salesforce Language
• Opportunity Management
• Learn Salesforce Products
• Ensure Customer Success
• Org Structure + Profiles
• Use Your Win to Drive New Business
*Go directly to a chapter by clicking the boxes above.
Part One: Know Your Business Can you effortlessly communicate the top three benefits of your app? Do you understand how it fits into the Salesforce ecosystem? Our teams will expect you to know your business inside and out. This section covers the key data points that you should be aware of and be able to talk about in of Salesforce. They include your product, your competitive landscape, and your customers. As your brain bank grows you should start putting together a sales kit to share with our AEs, step four will help you build it.
Step
01
Know your Customer
START
Step
02
Know your Product
Step
03
Know your Facts
Step
04
Build Your Sales Kit
LEAD
Step
01
Know Your Customer Go here for a sample report template.
Know Your Customer Define Your Target Demographic
Salesforce has over 100,000 customers. Understanding, where you win, will help you target not only the right companies but the sales reps who align with them.
Sharing this information will also make it easier for our AEs to recognize an opportunity when they see one. If you narrow down the field, they’ll be far more likely to take action. We’ve included nine categories to consider below.
Key Data Points Mobile
Annual Revenue
Industries
Location
Pain Points
Cloud Integration
Employee Count
Department Specialties Legacy Products
Know Your SIC Codes
Step
01
Know Your Customer
How to Read a SIC Code
Grouping By SIC Code
The 1st two digits of the code identify the major industry group, the 3rd digit identifies the industry group and the 4th digit identifies the industry.
There’s a good chance that your application is trending in certain sectors.
SIC Code Industry Breakdown
Looking for patterns in the SIC codes of your existing customers can shed light on the types of companies who are most likely to purchase your solution.
EXAMPLE
ACTIVITY: 1. Group your customers by SIC code
Division
20-39
Major Group
25
2. Find customer stories + use cases that align with the three biggest groups.
Industry Group 252
3. Present this information to SFDC AEs who work with customers in that industry.
Industry
2521
Manufacturing Furniture + Fixtures Office Furniture Wood Office Furniture
What’s a SIC CODE?: SIC stands for Standard Industrial Classification, they’re 4-digit numerical codes assigned by the U.S. Gov to companies to identify the primary business of the establishment. The are 11 divisions, that are divided into 83 2-digit major groups, that are further subdivided into 4156 3-digit industry groups, and finally disaggregated into 1k 4-digit industries.
Know Your Product Step
02
Know Your Product Four key questions to ask yourself 1. Can you communicate your value proposition in a clear and concise manner? Go [Here] for inspiration 2. Can you list three benefits that define and differentiate what your solution does?
Competitive Analysis Exercise Get yourself a whiteboard for this one Start by listing out your direct competitors, and then move on to the not so obvious ones.
•
Is your application fighting for mindshare with Salesforce solutions?
•
Are our AEs retiring more ACV for inferior competitors?
•
Do customers know that your solution exists? I.e. is your major competitor the status quo?
•
Be prepared to tell us the story of your product. Begin with a ‘pain point’ that your customers identify with, and then tell us how your application will save the day!
3. How does your product fit into our ecosystem?
• Is it a stand-alone solution? • Does it extend the functionality of Salesforce’s core product offerings? Example: Sales or Service Cloud
• What other applications does your product compliment? 4.
Who are your direct and indirect competitors?
Pro tip: Successful AEs impress customers with an in-depth understanding of their businesses and industries. Share relevant experience you or your company has in the form of winning strategies, content, and customer success stories to help connect with your prospects.
Step
03
Know Your Facts Know Your Facts Leverage information from the last two years of closed deals to find potential champions within Salesforce and to better understand where you win.
•
Pull your sales data from the last few years
• •
•
Where are you trending in regards to market segments, verticals, and territories?
•
Have you worked with an SI in the past? See if they can make introductions for you
•
Run the SFDC names through LinkedIn to see if you have connections in common Who do you personally know? Start building your network
If you haven’t sold much in your patch, promote the success of others in similar segments
White Space = your golden ticket to gaining mindshare with Salesforce AEs
•
The EBU team has a dynamic list of under penetrated s called the T30, and the CBU has used a list called the Kapture 100 in years past
•
Once you establish a relationship with an AE, you can ask them directly for their whitespace customers
Who are the SFDC team that align to those customers?
•
•
Research territories next to those where you have wins
•
Ask your Salesforce partner manager for a report if you lack access.
Look for patterns and connections
•
•
Pro tip: Tap into your company’s knowledge base, interview your coworkers on best practices, and research on Chatter.
Step
04
Build Your Sales Kit
Build Your Sales Kit
During your research, you’ll come across countless data points and resources. Begin saving the ones that clearly communicate the strengths of your application and the partnership.
One Pagers + Decks • Battle cards for sales + SEs • Partnership overview, Infographic example • White papers on use cases • First call decks
eBooks + Videos • Collateral that defines the pain points and total addressable market • Demo videos • Screen shot workflows
Case Studies • Customer stories • Specify market segment, vertical, and company size • Customer testimonials • AppExchange reviews
Part 1: Key Takeaways #1 Know Your Product:
#4: White Space s: Your Golden Ticket:
Master the ability to clearly communicate your value proposition. Have three benefits of your application that define and differentiate your product ready to go. Understand how it fits into our ecosystem. How does it improve Salesforce functionality? Does your app integrate with and extend our core products?
Targeting our install base means you’ll be competing with thousands of ISVs for the low hanging fruit. Landing a new logo will set you apart from the pack. You’ll be more likely to be invited back for additional mapping sessions.
#5: Begin Building Your Sales Kit:
Our sales teams are inundated with information from Salesforce and our partners every day. Choose pieces that Who are your direct and indirect competitors? Our AEs make tell your company’s story through succinct messaging and images that they can’t ignore. more money selling Salesforce, so if your product competes in any way, you’ll have to work hard to prove its value. Be able to differentiate your product from competitors in 2-3 bullet points. #2 Competitive Analysis:
KEY RESOURCE
#3 Know Your Customer: Define your customer profile so our reps can easily identify opportunities in their patch. Don’t try to boil the ocean!
How to create a strong value proposition: http://bit.ly/1NLuNHT
HALT! Before moving on to the next section, complete the tasks below.
Define your target demographic, and document your industry SIC codes Be able to succinctly state your application’s value proposition Analyze your sales data for the last two years. Look for patterns and potential Salesforce networking targets At the very least, have the following in your sales kit: customer story, pitch deck, application one pager
Lastly: complete the ISV portion of the cheat sheet on the next slide
Sales Kit: Part 1 the cheat sheet template and complete the highlighted sections Steps:
1. 2. 3.
Add your logo and insert the month and year Add your company name next to ‘Elevator Pitch’ Elevator pitch - Write two to three sentences that describe what you do and where you play
• 4.
They should be concise and conversational Key results–how does your product benefit Salesforce customers?
• In the notes area, tell us the time frame or market for each metric
• Include metrics that will appeal to an SE and Customer Success Manager, not just an AE
Part 2: Know Salesforce To successfully sell to/with Salesforce, you’ll need to speak our language.
There are oodles of resources that you can use to get up to speed on our brand, corporate messaging, products and sales methodology. This section will walk you through the options, outline need to know facts, and give you some pretty cool ways of analyzing your company’s historical sales data.
Step
01
Know Salesforce’s Language
START
Step
02
Know Salesforce’s Products
Step
03
Know Salesforce’s Org Structure
Step
03
Know Your Key Players
LEAD
Know Salesforce’s Language Step
Helpful Resources
01
Know Salesforce’s Language
First, get yourself to the Partner Community. It should be your #1 resource for all things Salesforce
Research our culture and how we go to market
Here are a few links to get you started:
•
• •
•
• •
Watch this video for inspiration
• • • •
Be prepared to whiteboard your elevator pitch
Be able to speak to trending topics at Salesforce
• •
Dreamforce material is an excellent resource for this
Familiarize yourself with our acronyms terminology
Battle Cards, 1st Call Decks, Data Sheets, Best Practices, Videos
Webinars and Events Partner Office Hours a Partner Group Partner Newsflash
Additional Resources to Consider:
Mobile, Analytics, Security, Customer Centricity
Interested in targeting a specific vertical? Go here learn about the industries that Salesforce targets
Partner Sales Aid (go [Here] for access instructions)
•
Be Conversational, Be Direct, Be Concise
Notice how Salesforce speaks with pictures and try to present your story in a similar fashion.
• •
•
Learn the Aloha Language here
to
and our platform
• • •
Salesforce Industries Salesforce Blog (you’ll find our eBook catalogue here) Salesforce YouTube Channel
*Need help accessing the Partner Community? Go [Here].
Step
02
Know the Salesforce Products
to the Partner Community, apply for a Partner Training , and then click the clouds below to learn more about how we go to market
Step
Know the Salesforce Products
02
The Sales Cloud has four primary editions — make note of what your customers are buying Average employee count of customers per Sales Cloud Edition:
•
Group
• • • • •
Approximately: 1-100 emp 50% ESB, 25% SMB, some MM Professional • Approximately: 21-250 emp • Split between ESB, SMB and MM Enterprise • Approximately: 100-500 emp • 30% MM, 20% SMB, 14% GB Unlimited • Mostly companies with 800+ emp • Split between the EBU and GB
Know Salesforce’s Platform Step
02
Know Salesforce’s Platform There are two main ISV types: OEM and ISVForce. Understand which category your product falls into, and be able to speak to the differences.
•
School the Salesforce team on the benefits of the platform As an ISV, your application has many of the same benefits that our clouds offer. Don’t hesitate to remind the Salesforce direct AEs of that fact.
ISVForce Apps:
• • • •
Platform Benefits
Can only sell to existing Salesforce s Extends Salesforce CRM
Unbreakable Customizations
Enterprise Compliance
Multitenant Infrastructure
Automatic Upgrades
Trusted Security
Connect to standard CRM objects
Force.com Embedded (OEM)
• •
Performance at Scale
Sell to anyone, including Salesforce s App includes a limited use Platform License
• Access to s + s objects •
Customers can NOT build and customize without buying additional Platform capacity from Salesforce
•
ISV takes first line
Step Know Salesforce’s Org Structure 03
Know Salesforce’s Org Structure How is our business structured? Who should you be talking to? Coverage Model
CBU Vert Coverage
Our AEs are aligned by customer size with overlays for some verticals
The CBU has overlays for three industries, SAE while the EBU has dedicated coverage for the eleven industries onGB this page
• GB covers up to 3.5k employee companies, excluding Named s • Segments specific to EMEA
EBU 2k Named s GB 501-3.5k* emp
MM
MM 101-500 emp SMB 21-100 emp
Commercial
SMB
ESB 1-20 emp ESB
Small Business
Sales Org Overview Step
03
Enterprise Business Unit (EBU)
Salesforce AMER Sales Org Overview
2000 Named s (10,000 + employees)
Global Manager ECS AE GB + SAE (501+ employees) Mid Market (101–500 employees)
Corporate Business Unit (CBU) SMB (21–100 employees)
Distribution
ESB (1-20 employees)
Public Business Unit
Financial Servics Healthcare + Life Sciences
• • • • •
Employees: 16,220 5,000 Executives 1,000 Sales Engineers HQ in San Francisco Revenue $5.3b (FY15)
Salesforce Industries
Media + Telco
Customer Success Group
Retail + G Government
Alliances + Channels
Automotive
Engagement Model Step
02
Salesforce’s Engagement Model for MM, CBU and EBU s Sales Team Owns
Directz Sales
Customerz Success
Evaluation + Contracts
Usage + Adoption
Executive
Sales Engineer
RVP
Co-Prime Cloud Specialists
Customer Success Manager
Relationship Contracts
Add-On Licenses New Product Demos
Program Architects (technology expertise + thought leadership)
Product Adoption
Customer Success Group Owns
Release Readiness Renewals Governance Technical Escalations
AVP
Go To Market RVP
Customer Success Executive (Salesforce program and best practice expert)
Now, Let’s Take A Closer Look at What Makes the Salesforce Players Tick
Executive
Claire: AE Executive Responsibilities • •
Grow ACV through upgrades, new products, and s expanding into new areas of business Goal is to be a trusted advisor + change agent
Cares About • • • •
$$$! CBU AEs carry a $1.3m+ annual quota Closing deals quickly and efficiently Suring quota every EOQ and EOY (January 31st) Being knowledgeable about her territory. Help our AEs feel in control by keeping them informed.
What Does Success Look Like? • • • •
White space penetration Solution selling New logos Customer retention
Sales Engineer
Michael: SE Sales Engineer
Responsibilities • •
Analyzing a customer’s sdata needs Suggesting Salesforce and ISV solutions that solve the customer’s pain points
Cares About • • •
Dependable products Product updates and technology roaps Integration capabilities and requirements
What Does Success Look Like? • •
Successfully interpret a customer’s needs and supplying solutions that fit them Well versed on the particulars of ISV applications as well as Salesforce products
CSM
Steve: CSM Customer Success Manager Responsibilities • • •
Increasing customer’s productivity, product s adoption, time to value, and ROI Customer-specific implementation and adoption plans Detailed release planning and customer workshops
Cares About • •
Growing revenue by identifying new product opportunities; paid only on Salesforce products Introducing new departments, new use cases
What Does Success Look Like? • • •
Increased renewals – lower attrition Few red s Customer retention
RVP
Matt: RVP Regional Vice President Responsibilities • • •
Grow team’s ACV through s upgrades, new products, renewals, and expanding into new groups Manage conflict within the patch Coach AEs on best practices
Cares About • • •
Growing ACV and the team’s skillset Finding unique ways driving new revenue with existing and new customers Suring quota every EOQ and EOY (January 31st)
What Does Success Look Like? • • •
White space penetration Conflict resolution A team that’s well connected with their customers and the Partner Community
GTM
Jamie: GTM Go To Market RVP
Responsibilities • •
•
Set partner strategy forsSalesforce team engagements Plan demand gen. activities with partners that drive revenue Strategic partner mapping
Cares About • • •
Partner’s historical sales data for their patch Existing SI and Salesforce relationships Easy to understand partner messaging
What Does Success Look Like? • •
Working with partners who are eager to penetrate our whitespace, speed up the deal process, and bring in new logos Bringing sales + partners together for deal pursuit
Part 2: Key Takeaways #1 Know Salesforce: Familiarize yourself with the Aloha Language: Be Conversational, Be Direct, Be Concise. You’ll find it represented throughout our collateral. It’s a major component of our company culture. #2 Access The Partner Community: The Partner Community is a treasure trove of information, including best practices, event notifications, and peer-topeer collaboration. Be sure to sign up for the Newsflash email. #3 Learn Your Elevator Pitch 2015 is the year of the whiteboard for Salesforce. AEs are trained to give their elevator/1st call pitches without the use of PowerPoint. We strongly recommend that you do the same.
#4 Be Cognizant of Our Fiscal Timeline + EOQ Priorities: Our fiscal year begins on February 1. The last week of every month is treated like it’s the end of the quarter. If you deal is expected to close at the end of a month, quarter or year, stay in close communication with the AE. #5 Get to know your Salesforce team: Each player on our sales team views success differently. Make an effort to understand what makes each of them tick. If you’re successful at being a resource for them, they’ll be far more likely to return the favor.
KEY RESOURCE Partner Sales Aid + Online Training: Learn about our products + positioning. [Here]
HALT!
Before moving on to the next section, complete the tasks below.
Gain access to the Partner Community and the digital sales aid Familiarize yourself with our communication style and the platform vernacular Practice white-boarding your elevator pitch Be able to communicate how your product compliments our product clouds Understand where your customers falls within our market segmentation Familiarize yourself with the different data points that make our sales team tick Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 2 the cheat sheet template and complete the highlighted sections Steps:
1. Acquaint yourself with Salesforce messaging and our products using the slides and links in this section
2. Product Features – add 5-10 bullets on what your product does, how it compliments our technology, and any other need to know facts about your application
• Which clouds are you compatible with? Sales, Service, Marketing?
• Include talking points that will appeal to an SE and Customer Success Manager, not just an AE
Part 3: Networking Now it’s time to use what you’ve learned about Salesforce and your application to engage our sales teams. In this section, we’ll provide tips on crafting irresistible introductory emails, as well as in-depth questions that you should be prepared to answer. You’re probably saying to yourself, “that’s all well and good, but how do I meet Salesforce reps in the first place?” Fret not, we’ll cover that too. Read on.
Step
01
Networking Best Practices
START
Step
02
Tailor Your Message
Step
03
Maximize Your Resources
LEAD
Networking Best Practices Step
01
Networking Best Practices Where, when and how to engage our AEs in the field
• • •
•
How to Hook Them Online Get Creative, and Keep the Content Compelling Social media
Dreamforce + S1 World Tours: plan ahead! Take advantage of having leadership in town and secure customer meetings or EBC’s.
• •
Industry conferences: Salesforce funding of industry events is limited. Invite our team to do t demos and customer meetings.
Chatter
Happy hours: they’re not great learning opportunities, but they will get your name out there. If you host one, be sure to follow up with the attendees and add them to your Chatter group.
Note: when attending an event, find out if your customers are going and invite the corresponding Salesfoce AE to plan a meeting with them.
LinkedIn [Best Practices] and Twitter
Learn how to build the perfect social post [Here]
•
When you meet a new Salesforce , invite them to your Chatter group and @mention them on a compelling piece of collateral.
•
@mention your ISV manager in the group for alignment requests on existing opportunities. Be prepared to provide engagement details.
•
Note: Salesforce reps follow Chatter as closely as their Instagram feed. It’s your best bet for staying relevant.
•
Resource: go here
for some Chatter best practices
Old fashioned email Pro tip: Find champions at Salesforce and ask them for introductions and insight on their business needs.
•
Include the following in your signature: cell phone, company website, and social media handles
Introductory Messages Step
02
Crafting Your Introductory Message Focus on how the AE will benefit from working with you, then move on to what it means to the customer.
• •
Connect: if you don’t have the AEs info, send a similar email to your ISV manager asking for an introduction. Or, @mention them on Chatter. Email exercise: make sure you can answer the questions in this document before reaching out to a Salesforce AE. Choose the most compelling answers to include in your introductory email
• In short: tell the story, keep it concise, conversational, and direct. You can use this hyperlink to help you
•
•
Collateral Exercise: use this document to craft a FAQ sheet specific to your patch (even if your company has provided one). The more detail you offer the better it’ll save you time in the long run. Resource: when an AE agrees to a meeting, come prepared with this list of questions, also available here
Sample Email Hi Claire,
My name is Joe Smith. I’m an AE with AppABC covering mid-market customers in the Bay Area. I’m working with John Watson (CTO) of 123Co, who recently installed our app into their Sandbox with the goal of moving to production in the next few weeks. I’d like to connect with you to discuss 123Co’s plan and sync our efforts to understand where we can drive higher Chatter adoption and additional licenses. Our app drove $1m in ACV last year for five different AEs. Let’s get a win in your patch as well! How’s next Wednesday between 2-4pm PST?
Thanks! Joe Smith Cell: 415-515-5555
www.AppABC.com APPABC AppExchange Listing
Attach a customer story or a one pager about your app.
Sales Kit Step
03
Maximize Your Sales Kit What to bring to the table Words are necessary, but it never hurts to include engaging collateral when messaging to our sales team.
Salesforce
’ s Customer Stories
Making the most of your rectangle Keep the bullets short and sweet.
Ask the customer for a high quality photo.
Show off your clean UI.
If similar to your target customer, mention location, company size, and industry.
Include a behind the slide doc detailing the opportunity for AE, who’d like to learn more.
Include your logo for better brand recognition.
• Customer wins: share them whenever possible! • Go [here] for our official template that will help you tell the full story. Or, copy this high level customer story visual
• Promote positive App Exchange reviews • Demos, white papers, data sheets • Share them with Salesforce SEs. The engineers often understand our customer’s pain points best.
• eBooks about your industry • Educate our sales team on the needs that your product fills • Live learning opportunities or recorded webinars • Use this pitch deck template • Compelling info graphics • Great for intro emails, Twitter, LinkedIn, and Chatter
Pro tip: focus on opportunities where you partnered with Salesforce reps, include quotes from them.
Part 3: Key Takeaways #1 Consider What Makes Your Customers Tick:
#4 Increase Your Email Response Rate:
Tailor your message to the appropriate audience. AEs will care more about what’s in it for them than all of the awesome features that your application has to offer. Customers like to have a ballpark cost estimate upfront.
Give before you get! Provide an industry resource or a sound bite on the customer that the recipient will find compelling. Include as much detail in your introductory emails as possible without being too wordy.
#2 Keep Your Messaging Concise:
#5 Build Effective Customer Stories:
Clear and direct messaging gets repeated more often. If you’re trying to get Salesforce reps to sell your product make it easy for them. Stick to two or three bullets for topics like competition, feature sets, and benefits.
Develop collateral such as customer stories and application one pagers that are specific to your patch and industry. Clearly label the titles to make them more searchable and the documents to Chatter to make them easily accessible.
#3 Capitalize on Events
Take full advantage of big events by scheduling meetings with Salesforce and your customers ahead of time. If you’re sponsoring a booth at an show, ask Salesforce if we would be interested in doing a t demo.
KEY RESOURCE Partner Newsflash: Find out about events, product updates and more! [Here]
HALT!
Before moving on to the next section, complete the tasks below.
Update your professional social media profiles to represent your current role. Send invites to your existing Salesforce s Check the Partner Community for networking opportunities Craft an introductory email template and save it for future use Take screen shots of positive AppExchange reviews and add them to emails and pitch decks Build at least one customer story slide featuring a deal in your patch Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 3 the cheat sheet template and complete the highlighted sections Steps:
1.
Familiarize yourself with the key sales team players highlighted in section 2; AEs, SEs, and CSMs
2.
Read through the mapping questions in this document
3.
Discovery questions– add four questions next to each job title • Consider their areas of focus and the points of with whom they interact • If they’re an existing customer, the Salesforce team could help you expand your reach
Section 4: Promote Your Win Congratulations! You now have an opportunity in the pipeline, but what happens next? Our AEs will often expect you to run point on the deal, and they’ll have little to do with the process. That being said, they will want progress updates, and they’ll expect the opportunity to be handled similarly to how Salesforce manages deals. In this section, you’ll learn about our deal process, some steps we take to ensure customer success, and what you can do to promote your win with the goal of landing more opportunities.
Step
01
Opportunity Management
START
Step
02
Ensure Customer Success
Step
03
Promote Your Win
LEAD
Deal Lifecycle Management Step
01
Deal Lifecycle Management Makes for better alignment 1. At the start be sure to:
• •
Communicate budget and timeline Clearly define swim lanes + identify rules of engagement. Get started with this
2. Our sales teams utilize a five step sales process. 1. Custom demo 4. ROI/business case 2. Data assessment 5. References 3. Trial 3. Options for customer engagement
• • •
t or independent sales call, corporate visit Webinar invitation, unsolicited proposal
How Our AEs Get Paid Many direct AEs are unfamiliar with the process, so prove your know-how by walking them through it. 1. ISV sells their solution to a customer in their patch
•
Ask the customer for its Salesforce OrgID to ensure that your application is provisioned appropriately
2. ISV places an order with our Operations team
3. A new opportunity is created with the Salesforce AE as the owner, and they receive a Chatter notification.
•
The process can take 24-48hrs
4. That notification is called a Note: once the AE gets their cha-ching, ask them for an mapping session to review the rest of their territory.
Executive Briefing Center visit, t demo Pro tip: Rome wasn’t built in a day. Becoming a household name with our AE team takes time, effort, and a solid partnership.
Ensure Customer Success Step
Customer Success Workflow
02
Ensure Customer Success Onboarding + implementation Communication
What our AEs expect to see from you and your company:
• •
Communicate the implementation roap
•
Work with the customer on a success roap
Maintain close communication with the customer through the implementation process
•
Retention
Roap
What milestones do they want to hit and when?
•
Provide customers with an online community where they can learn from their peers
•
Own all related requests not related to core Salesforce products
•
Follow up with them at a regular cadence for progress reports
Note: working with your customer through this process will make it easier to ask for testimonials, customer stories, and AppExchange reviews
Advocacy
Engagement
Promote The Win Chatter Best Practices
Step
03
Promote The Win Leverage wins to open doors
•
Chatter the sales team and key group on the customer story/win announcement
• • • •
• • •
Review our Public Relations Guidelines [Here] Bonus points: thank/congratulate the AE on LinkedIn
Engage the RVP
• • •
Ask for permission to message the rest of their team Request a "Lunch and Learn" Bonus points: ask the AE to co-present the win with you
•
Include your coverage and your sales kit
Stay relevant: post at least once a week
•
@mention AE, SE, Managers Keep in mind that the post will be used by other AEs as a reference
Complete your profile
•
Post wins on partner blogs and websites, social media
• •
•
Include: products, ACV quota relief, and go-live date
Why is Chatter such a big deal? Because it allows you to interact with Salesforce reps the same way they communicate with management and peers.
The more content you post, the more often our AEs will use it as a resource.
Messaging best practices
• • •
Keep it direct, conversational, and concise
•
This gives you access to a broader community
Include an ASK with appropiate next steps
Ask your partner manager to repost wins to internal groups and to @mention Salesforce leadership
Click here for examples
Part 4: Key Takeaways #1 Set Expectations:
#4 Provide a Seamless Onboarding Experience:
If you have a sizable opportunity, schedule a call with the Salesforce AE at the beginning of the deal. Clearly state your expectations and ask for buy-in on next steps and timeline. Ask the AE how they prefer to communicate with you. Invite them to your chatter group, and direct them to your sales kit.
Customers are at the center of everything we do. After you win a deal, the customer’s experience has only just begun. #5 Chatter Best Practices:
Adding your sales kit to Chatter makes your key documents more accessible to our sales team when they need them. Providing a #2 Discuss Sales Process: short description of your territory helps the Salesforce team better Explain what your typical sales process looks like, and ask the AE understand your customer coverage. And, @mentioning if they have tools that might be useful. Understand how our AEs Salesforce team makes it more likely that your get paid; it’s often a pressing question. information will be promoted internally. #3 Brainstorm on How You’ll Engage the Customer For large deals, our EBC is a viable option. Don’t hesitate to ask for executive on sales calls.
KEY RESOURCE Five Common Customer Onboarding Mistakes [Here]
HALT! Before moving on to the next section, complete the tasks below.
Make sure that you have a good understanding of your implementation process and timeline. Look into your company’s customer onboarding process. Our AEs will want to know what happens after the sale. Have you won with Salesforce in the past? If so, ask the AE and his/her RVP for an opportunity to present on the win.
Update your Chatter profile with your territory coverage specifics, and the collateral documents that you use most often. Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 4 the cheat sheet template and complete the highlighted sections Steps:
• Have you personally closed deals with Salesforce? If so, add the logos here
• They’ll make great talking points! • If your brag book has room for improvement, add customers that fall into your geographic territory, market segment and industry
• Pick two customers for which you have concrete success metrics, and add them to the left-hand column
Finally: once you’ve completed your sales kit cheat sheet, start sharing it with our sales teams! It’ll prove to be a valuable resource
Partner at a Glance Sales Kit Once you have completed your sales kit, review it with your partner manager. * Save as “Partner Name_Sales Kit_MM.YY” Format this document with the data from the customers that you cover. Our Aes will appreciate marterials that are specific to their markets.
x o x ox Congratulations!
You’ve completed the to Salesforce Playbook!
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ox oo x x Selling x
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Next Steps Success! You just worked through a massive amount of information. To make the most of this resource be sure to walk through the steps below. • Review the action items on the four halt pages (links below – click) Know Your Business
Know The Partnership
Network
Own The Deal
• Finalize your partner sales kit cheat sheet • Lean how top preforming ISVs are achieving success • Review your new sales kit with your partner manager. If you need help finding them, go [Here].
• Bookmark the Partner Community home page. It should be your go to link for all things Salesforce.
ox oo xx
x o x ox Deep Dive Resources
oo x x ox
x
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Look for patterns in your customer data. Use this report template
STAR T
Know Your Business
Learnin g Alternative Journey Ro Short on time? Walkap through this abbreviated learning path.
Learn: your value prop, 3 key benefits, main competitors
Build your sales kit. Fill out this partner overview document
and explore the Partner Community [Here]
Know the benefits of being on the SFDC Platform
Know Know Salesforce Salesforce
Understand roles + org structure
Make Network
Craft an impressive customer story [Here]
Learn how to network in person and via social media
Avoid the spam folder [Here] Promote the win!
Winning!
Ensure happy customers!
Avoid opportunity conflict
Own The The Own Deal Deal
SIC Code Industry Breakdown 01-09
Agriculture, Forestry, Fishing
10-14
Mining
15-17
Construction
20-39
Manufacturing
40-49
Transportation + Public Utilities
50-51
Wholesale Trade
52-59
Retail Trade
60-67
Finance, Insurance, Real Estate
70-89
Services
91-99
Public istration SIC Code List
Historical Sales Data Analysis Report Use the metrics below to build a report in your org Name
Opportunity Name
Industry
SIC Code
Annual Revenue
Amount ACV
Market Segment
# of Emp.
Owner
Billing: City
Billing: State
Close Date
CUST1
CUS1_OEM
Media
456234
100,000
1,300
SMB
20
Kate Rogers
Fresno
CA
1/31/2015
CUST2
CUS2_OEM
FinServ
346789
60,000,000
50,000
EBU
2,300
Sara Smith
Sacramento
CA
5/03/2015
CUST2
CUS3_OEM
HCLS
258965
20,000,000
10,000
MM
500
John Brown
Los Angeles
CA
8/02/2015
Best Practices:
•
Look for trends in industries (SIC codes), locations, and market segments. Plug the data into charts (dashboards) for better visualization.
•
If you sell to non-Salesforce customers, be sure to note them as well. The Salesforce AEs are most interested in targeting whitespace customers.
•
Check to see if your company documents the Salesforce team on each deal. Look for anyone who aligns to your customer base.
•
Consider both your areas of strength and weakness. If you’re just getting started, understanding where your product wins will help you find the low hanging fruit.
Step
01
Aloha Language
Aloha Value Prop Examples
Concise
Be Conversational vs.
We enable collaboration by securely and effectively connecting people and business information systems.
Aloha Conversational
Direct
ALOHA: Collaborate in real time, from anywhere. Follow your colleagues, groups + docs.
Be Direct vs.
Oracle offers a broad portfolio of products and services to enable public, private, and hybrid clouds that enable customer choice. ALOHA: Cloud computing makes your business more agile.
Be Concise vs.
Microsoft is redefining how business solutions empower people for greater success, predict potential issues and opportunities, and enable organizations to expand the possibilities for competitive advantage. ALOHA: Supercharge your sales. Bring social intelligence into your sales process.
Step
01
ISV Glossary
Acronyms to Familiarize Yourself with Name AVP
Meaning Area Vice President
BDR/ED Business/Enterprise R Development Rep
Description Manages teams of RVPs BDR/EBRs are hunters/prospectors aligned to EBU + CBU (Commercial) AEs
Name GAM GB GTM
Meaning
Description
Global Manager
Main AE responsible for leading teams selling effort into Global 25 EBU s
General Business
Group of s covering larger s, but not classified as Field Sales. GB is part of Corporate Sales.
Go To Market
Team that defines and executes go-to-market strategy (e.g. selling, solution creation, field enablement)
CFL
Customers For Life
Department that is responsible for customers post-sale. They make sure we have happy customers and that they renew.
IBU
Industry Business Unit
Vertical focused sales teams ed by strategic resources
CSD
Customer Success Director
Member of the CFL team
MM
Mid-Market
Group of s covering mid market sized companies. MM is part of Corporate Sales.
CSE
Client Services Executive Post-Sales CFL team member
PAM
Partner Manager
Sales AE aligned to ISV partners
CSG
Customer Success Group Part of CFL
PM
Product Manager
An employee that manages products (features) and works closely with development to build the product.
EBR
Enterprise Business Representative
Strategic Salesforce s with over 2K employees
RVP
Region Vice President
Manages teams of AEs
EBU
Enterprise Business Unit
Top two thousand Salesforce customers
ECS
Enterprise Corporate Sales
Quota-carrying secondary AE who covers subsidiaries in large corporations. ECS Geo or ECS Named (covers subsidiary(ies) on single )
ESB
Emerging Small Business Salesforce Customers with 1-20 Employees
* Click [here] for a more complete list
SE
Sales Engineer
SR
Sales Representative
There are Core Sales Engineers as well as SE Specialists (Platform, Service, Data, Desk), who have deeper and more specialized product knowledge. An employee that s executives by creating demos and managing the technical side of the sales process. Focused on selling Salesforce to small companies. Member of the Sales Development team. SRs follow-up, work, convert (into Opportunities), or archive incoming leads. "Lead follow-up" Rep
Step
01
Platform Glossary
+ Technology
Description Salesforce Org
A single instance of Salesforce database on multi-tenant cloud architecture. Includes customer data, licenses in logically separate database.
OEM License
Force.com Embedded License used to power ISV partner apps. Allows ISV solution to be distributed to both Salesforce and non-Salesforce s.
ISVForce License Standard Object Custom Object
Custom Field
Managed Package
Can only be sold to existing Salesforce customers Productized database tables that are part of SFDC functionality and architecture. e.g: leads, campaigns, s, s Custom database table that allows to store unique information. Extends functionality beyond standard Salesforce functionality.
Unique data elements (“columns”) within Object table. Used to add data to Standard or Custom Objects e.g.: whole life vs. term life. Container for all code, custom fields, custom objects and integrations. ISV code and Force.com Embedded license are obfuscated to . Allow ISV to productize, distribute and manage license subscriptions.
Step
01
Salesforce Industries
Each industry has a dedicated product + sales teams. Click the photos below to learn more.
LIFE SCIENCES
FINANCIAL SERVICES
HEALTHCARE
MANUFACTURING
RETAIL
MEDIA
AUTOMOTIVE
COMMUNICATIONS
NON-PROFIT
HIGHER ED
GOVERNMENT
Opportunity Analysis Template Target
B2B manufacturers with complex global operations and products such as GE, Honeywell, Caterpillar, and Boeing.
Pain Point
Manufacturers are too disconnected from customers, suppliers, and partners. The result is that companies can not adopt fast to changes in the market.
Solution
Customer Success Platform for Manufacturing: connect with customers, suppliers and partners in a whole new way.
Value Prop
Move faster in the market by connecting to customers, suppliers, and partners.
Differentiator
Unlike SAP and Oracle, the Salesforce Customer Success Platform for Manufacturing is: • Recognized cloud leader across applications and platform • 100% cloud-based, subscription model with a foundation on customer success
Opportunity Deep Dive Opportunity Deep Dive Step
02
Partnering Validate whether you’re engaged with the correct business unit/decision makers Understand if the Salesforce AE wants to be involved in our discussions Understand if the team or SE wants a 10 minute demo of the solution we're pitching How can we work together to make this our "go-to" t reference ?
Context Questions How long have you been assigned to the ? How long have they been a Salesforce customer? What was the process the company went through to evaluate Salesforce? Was it a typical process, what surprises, if any? What is the current footprint (where and how do they use Salesforce within the organization)? What else are you trying to sell into the (it's a t so we should help each other, accelerate the other's deal, remove risk and help make it larger)?
What is the highest level in the organization you are comfortable introducing me into? Can you make a warm introduction for me?
What is "most" important thing I need to know about how to get my solution sold into the (for example: finding an executive sponsor, getting budget ahead of project, justifying through ROI or TCO, reference required, legal is hard to work with, expect large discounts, always approaches new solutions with a long-drawnout trial, "go to" trusted advisor (Accenture, Deloitte, regional SI) must be involved or sold first)?
What is the hardest part of getting in and around in this ?
What applications do they have in-house?
Any recent significant management changes and the meaning behind them?
Who are the outside trusted advisors (global or regional SIs) working with the ?
Who were the “stakeholders” you had to sell and/or get approval from?
What type of analysis does the customer do to justify capital expenses (ROI, TCO, cost savings)?
Who do you communicate to at the (in power) most often ?
What are their major initiatives for this year?
Have you heard your s discuss any of the following [insert your buzz words here]?
Step
03
Craft Your Pitch Deck Components of an effective Salesforce AE facing presentation •
Value proposition: what you do in one sentence
•
Compelling statistics: # of Salesforce customers, ACV totals, annual revenue, # of licenses, and customer satisfaction score
•
Logo slide
•
Company profile
•
Application overview • Elevator pitch, top 3-5 Benefits, high level marketecture • Salesforce technology integration
•
How does selling your application benefit the Salesforce AE? • Upsells, ACV, existing install base, and industry knowledge
• Employee count and location
•
Discovery questions
• Salesforce ISV type
•
Sales + implementation process
Application history milestones • Launch, acquisitions, and revenue attainments
•
•
• Swim lanes: what to expect from the ISV •
Target demographic
• Segment, market, s, industry, and country
Resources/collateral • Customer stories
•
information/org chart
Chatter Chatter Best Best Practices Practices
Chatter Best Practices Craft an eye catching logo/graphic image
When making alignment requests be specific. Include the why, what who and when.
App123 Sales Kit
Newsfeed Post Ideas:
Elevator Pitch: One Sentence ISV Type: OEM ISV App Category: Sales Target Market: MM, Enterprise AEs Comp’d?: YES! Avg Deal Size: ACV, # Seats
Designate two Chatter managers and have them each post at least once a week.
EASY ACCESS: Include these links and data points on your sidebar
PNR: 25% Website, AppExchange Listing: Links Webinars, Customer Videos: Links Demo: Link
Data Sheet: Link
• Deal/customer alignment requests • New s, invite/welcome to group • Blog post announcements • New collateral • Win announcements • Dreamforce details • Event photos • Event recaps • Interesting industry articles
Click here for full sales kit App123 : Name, Title, Phone, Email Salesforce PAM : Name, Email Challenges App123 Solves: Three Bullets
Make your posts searchable. Don’t forget to add topic tags!
Make your content searchable. Include the document type, the application name, release date, and customer in the name
“We take more orders than ever with Salesforce.” Buddy Valastro, President + CEO, Carlo’s Bakery
Customer Story Slide
Title Goes Here What your app does What results your customer achieved How your app contributed to those results Link to your app on the AppExchange
Your App Tile
Partnership Swim Lanes GTM Activity
Salesforce Responsibility
ISV Responsibility
AE, SE, + CFL Alignment
Assist with targeting + strategic introductions, and build Chatter group
Own outreach, relationship building, and education activities
ISV + SI Partnerships
Assist with identification of partners
Build outreach + partnership program for SIs and ISVs
Technology Enablement
Platform and product roap alignment, product manager introductions
Commit resources, “open the hood,” willingness to leverage Salesforce platform
Targeted Pipeline Development
Help define target market and confirm Salesforce customers
Provide strategic target list, own cycle and relationship
Opportunity Alignment
Engage with and introduce partner to direct sales team
Share key pipeline, and own cycle and relationship
GTM Team/nextLevel
Nominate for nextLevel program
Program and Produce nextLevel Content
IBU Team Alignment
Educate on industries team, Identify key s
Own outreach, relationship building, and education activities
Marketing + Messaging
Education on Salesforce messaging (aloha style), surface key programs (AMP, organic opportunities), overall partner best practices
Build brand and content in alignment with Salesforce GTM
Useful Link Master List Sales Tips
Partnership
Greenfield s
Access the Partner Community
Introductory Email Example
Partner Community Office Hours
Platform Acronyms Platform Terminology
Opportunity Deep Dive Question Sheet
Sign up for Partner Roap Webinars
Industry Links
The Art of the Double Opt-In Intro Email
Partner Newsflash
Marketing + Sales Collateral
Creating a Strong Value Proposition
Find your Partner Manager
Building Customer Stories Home Page
Know Salesforce
Opportunity Overview Template
Partnering Success Story
Partner at a Glance Cheatsheet
Historical Report Example
Partnership Swim Lanes
Industry eBook Example
SIC Code Industry List
Know Salesforce
Dreamforce For Partners
Marketing Knowledge Resources
Partner Sales Aid
Customer Story Example
Partner PR Guidelines
Sales Aid Access Instructions
Chatter Best Practices
Partner Branding Guidelines
Dreamforce YouTube Videos
Partner Pitch Deck Template
Partner Marketing Hub
Sales Cloud Pricing
LinkedIn Best Practices
Global Salesforce Office Locations
Social Media Posting Best Practices
Salesforce Advantage Video Salesforce Advantage Training Page
*The blue boxes will take you to a slide within the playbook
DETAILS
ISV Partner Success Story How one partner drove ACV and brand recognition by working closely with their partner team
CHALLENGES
► ► ► ► ► ► ► ►
INDUSTRY: Professional Services CATEGORY: Quotes + Orders TYPE: Native App EMPLOYEES: 300 YEARLY ACV TO SFDC: $2.2 Million SEGMENT: CBU + EBU LOCATION: San Mateo, CA PUBLISHED: 09/10/2006
Launching a new product offering for the CBU. The partner historically sold to the EBU and needed to rework their messaging to gain mindshare with mid-market representatives. Partner had many wins, but they weren’t being shared internally at Salesforce. The partner had excellent name recognition, but Salesforce reps needed help with positioning. The CBU AEs required real-time options. This partner had a number of relationships with Salesforce leadership, but they weren’t being maximized.
SOLUTIONS MESSAGING
CHATTER
• Simplified messaging, asked AEs to focus on five prospecting questions • Clearly defined swim lanes • Streamlined Marketecture • Conducting small team trainings • Provide a variety of collateral pieces from pitch decks to cheat sheets • Participate in AMP to target new hires
• The partner asked PAM to add AEs and RVPs on new opportunities to the Chatter group • Post detailed win announcements, and @mention AEs to thank them • Started a group that caters to SFDC engineers • @mention leads on key posts
30 Product Launch Lunch + Learns
SALES
ALIGNMENT
• Increased focus on education vs. marketing • Established a CBU hotline • Worked with GTM RVPs to schedule L+Ls and mapping sessions • Held global webinars and L+Ls at SFDC hub vs. inviting one team
259k
2.4k
500k
$2.2m
100%+
In New Pipeline
Chatter Group
Salesforce Platform s
ACV FY 2015
YOY Growth
• Partner with strategic SIs on marketing initiative and L+Ls • Each of their executives are assigned 5 SFDC leaders to send updates and invites • Personalizing messages and asks has led to a marked increase in response rate
55 Alignments Per Qtr.
30 Exec Meetings Per Qtr.
Platinum Partner Success Story How one partner drove ACV and brand recognition by working closely with their partner team. #1 Chatter
#4 Name Recognition + Educational Opportunities:
The partner assigned a Chatter group manager who handles approving new SFDC , posting announcements, and aligning teams. The partner does an excellent job of promoting wins with AEs and RVPs, and they are diligent about adding new after meetings and events. Their Partner Manager @mentions internal chatter groups and leadership on important posts.
Last year, the partner held multiple inventive networking events. They quickly increased their name recognition, and, now that they have relationships within Salesforce, it's easier for them to secure training opportunities with our sales teams.
#2 Messaging To move into the mid-market customer segment, the partner engaged their PAMS to advise them on messaging that better suits the CBU. Today, CBU AEs are trained on three Key Benefits and five qualifying questions. They also provided Salesforce sales teams with an easy to use live demo and a streamlined Marketecture.
#3 Executive Alignment. And Metrics Each member of their leadership team is assigned 3-4 peers at Salesforce. When the partner has a strategic announcement, Salesforce executives receive personal messages from the partner.
#5 Marketing Sponsorship The partner routinely invests in sponsorship opportunities and partner programs like AMP. They religiously track ROI on every investment, and this provides them with a good deal of insight into the sponsorships that work best for their business model. #6 Communication and Cadence Weekly big deal and marketing cadence calls ensure that the partner and the Partner Managers stay in sync. By Communicating and holding each other able on a weekly basis, many potential issues are avoided and the partner continues to at an impressive rate.
$2.2m ACV FY 2015
100%+ YOY Growth
2.4k
500k
Chatter Group
Salesforce Platform s
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oo x x ox
x
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Selling To Salesforce Playbook 2015
oo x x ox
x
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Playbook Use Guide This playbook contains dozens of valuable links. Follow the steps below to maximize this tool. • Access Required! 1. Partner Community: go [Here] and select ‘Sign Up’. If you have trouble go [Here] 2. Online Training: sign up [Here] Playbook Use Guide
3. Partner Sales Aid: go [Here]. If you have trouble go [Here]
• Tip – To Return to the prior slide, right-click and choose ‘Last Slide’ • Action Item • this document. You’ll be completing a cheat sheet to share with Salesforce AEs as you move through this playbook
• Legend These icons will take you to another slide in the playbook
[Here]
This is a hyperlink, it will take you to an external website
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 nonsalesforce.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.
VISION SLIDEto catch the eye of Salesforce AEs? Are you Are you trying frustrated by the lack of response? And, do you have a killer app? If those questions hit home, you’ve come to the right place. Consider this deck the holy grail of AE matchmaking.
We’ve designed this guide to help you understand how our AEs go to market and what you can do to gain mindshare. It'll provide you with a comprehensive toolbox of resources to message effectivily moving forward.
“
The following slides are full of best practices that have been tried and tested by our top performing partners.
Four Learning Objectives
Your Four Learning Objectives Mastering these core capabilities will be integral to your success.
After working through this deck, you will be able to successfully complete the following tasks.
Construct a Succinct Elevator Pitch Understand the Salesforce Language Effectively Market to Salesforce AEs Promote Wins to Drive New Business
Why Salesforce?
Why is selling to Salesforce so important? World’s
#1 CRM Company - IDC
“
Over
100k+ Successful Customers Across All Industries
$2B In Revenue
There are over 2.8K applications on the AppExchange. Building a relationship with the Salesforce teams is one of the most productive ways you can go about growing your business.
Learning Path – Table of Contents Know Your Business
Network
• Know Your Customer
• Networking Best Practices
• Know Your Product
• Tailor Your Message
• Build Your Sales Kit
• Maximize Your Resources
Know Salesforce
Promote Your Win
• Know The Salesforce Language
• Opportunity Management
• Learn Salesforce Products
• Ensure Customer Success
• Org Structure + Profiles
• Use Your Win to Drive New Business
*Go directly to a chapter by clicking the boxes above.
Part One: Know Your Business Can you effortlessly communicate the top three benefits of your app? Do you understand how it fits into the Salesforce ecosystem? Our teams will expect you to know your business inside and out. This section covers the key data points that you should be aware of and be able to talk about in of Salesforce. They include your product, your competitive landscape, and your customers. As your brain bank grows you should start putting together a sales kit to share with our AEs, step four will help you build it.
Step
01
Know your Customer
START
Step
02
Know your Product
Step
03
Know your Facts
Step
04
Build Your Sales Kit
LEAD
Step
01
Know Your Customer Go here for a sample report template.
Know Your Customer Define Your Target Demographic
Salesforce has over 100,000 customers. Understanding, where you win, will help you target not only the right companies but the sales reps who align with them.
Sharing this information will also make it easier for our AEs to recognize an opportunity when they see one. If you narrow down the field, they’ll be far more likely to take action. We’ve included nine categories to consider below.
Key Data Points Mobile
Annual Revenue
Industries
Location
Pain Points
Cloud Integration
Employee Count
Department Specialties Legacy Products
Know Your SIC Codes
Step
01
Know Your Customer
How to Read a SIC Code
Grouping By SIC Code
The 1st two digits of the code identify the major industry group, the 3rd digit identifies the industry group and the 4th digit identifies the industry.
There’s a good chance that your application is trending in certain sectors.
SIC Code Industry Breakdown
Looking for patterns in the SIC codes of your existing customers can shed light on the types of companies who are most likely to purchase your solution.
EXAMPLE
ACTIVITY: 1. Group your customers by SIC code
Division
20-39
Major Group
25
2. Find customer stories + use cases that align with the three biggest groups.
Industry Group 252
3. Present this information to SFDC AEs who work with customers in that industry.
Industry
2521
Manufacturing Furniture + Fixtures Office Furniture Wood Office Furniture
What’s a SIC CODE?: SIC stands for Standard Industrial Classification, they’re 4-digit numerical codes assigned by the U.S. Gov to companies to identify the primary business of the establishment. The are 11 divisions, that are divided into 83 2-digit major groups, that are further subdivided into 4156 3-digit industry groups, and finally disaggregated into 1k 4-digit industries.
Know Your Product Step
02
Know Your Product Four key questions to ask yourself 1. Can you communicate your value proposition in a clear and concise manner? Go [Here] for inspiration 2. Can you list three benefits that define and differentiate what your solution does?
Competitive Analysis Exercise Get yourself a whiteboard for this one Start by listing out your direct competitors, and then move on to the not so obvious ones.
•
Is your application fighting for mindshare with Salesforce solutions?
•
Are our AEs retiring more ACV for inferior competitors?
•
Do customers know that your solution exists? I.e. is your major competitor the status quo?
•
Be prepared to tell us the story of your product. Begin with a ‘pain point’ that your customers identify with, and then tell us how your application will save the day!
3. How does your product fit into our ecosystem?
• Is it a stand-alone solution? • Does it extend the functionality of Salesforce’s core product offerings? Example: Sales or Service Cloud
• What other applications does your product compliment? 4.
Who are your direct and indirect competitors?
Pro tip: Successful AEs impress customers with an in-depth understanding of their businesses and industries. Share relevant experience you or your company has in the form of winning strategies, content, and customer success stories to help connect with your prospects.
Step
03
Know Your Facts Know Your Facts Leverage information from the last two years of closed deals to find potential champions within Salesforce and to better understand where you win.
•
Pull your sales data from the last few years
• •
•
Where are you trending in regards to market segments, verticals, and territories?
•
Have you worked with an SI in the past? See if they can make introductions for you
•
Run the SFDC names through LinkedIn to see if you have connections in common Who do you personally know? Start building your network
If you haven’t sold much in your patch, promote the success of others in similar segments
White Space = your golden ticket to gaining mindshare with Salesforce AEs
•
The EBU team has a dynamic list of under penetrated s called the T30, and the CBU has used a list called the Kapture 100 in years past
•
Once you establish a relationship with an AE, you can ask them directly for their whitespace customers
Who are the SFDC team that align to those customers?
•
•
Research territories next to those where you have wins
•
Ask your Salesforce partner manager for a report if you lack access.
Look for patterns and connections
•
•
Pro tip: Tap into your company’s knowledge base, interview your coworkers on best practices, and research on Chatter.
Step
04
Build Your Sales Kit
Build Your Sales Kit
During your research, you’ll come across countless data points and resources. Begin saving the ones that clearly communicate the strengths of your application and the partnership.
One Pagers + Decks • Battle cards for sales + SEs • Partnership overview, Infographic example • White papers on use cases • First call decks
eBooks + Videos • Collateral that defines the pain points and total addressable market • Demo videos • Screen shot workflows
Case Studies • Customer stories • Specify market segment, vertical, and company size • Customer testimonials • AppExchange reviews
Part 1: Key Takeaways #1 Know Your Product:
#4: White Space s: Your Golden Ticket:
Master the ability to clearly communicate your value proposition. Have three benefits of your application that define and differentiate your product ready to go. Understand how it fits into our ecosystem. How does it improve Salesforce functionality? Does your app integrate with and extend our core products?
Targeting our install base means you’ll be competing with thousands of ISVs for the low hanging fruit. Landing a new logo will set you apart from the pack. You’ll be more likely to be invited back for additional mapping sessions.
#5: Begin Building Your Sales Kit:
Our sales teams are inundated with information from Salesforce and our partners every day. Choose pieces that Who are your direct and indirect competitors? Our AEs make tell your company’s story through succinct messaging and images that they can’t ignore. more money selling Salesforce, so if your product competes in any way, you’ll have to work hard to prove its value. Be able to differentiate your product from competitors in 2-3 bullet points. #2 Competitive Analysis:
KEY RESOURCE
#3 Know Your Customer: Define your customer profile so our reps can easily identify opportunities in their patch. Don’t try to boil the ocean!
How to create a strong value proposition: http://bit.ly/1NLuNHT
HALT! Before moving on to the next section, complete the tasks below.
Define your target demographic, and document your industry SIC codes Be able to succinctly state your application’s value proposition Analyze your sales data for the last two years. Look for patterns and potential Salesforce networking targets At the very least, have the following in your sales kit: customer story, pitch deck, application one pager
Lastly: complete the ISV portion of the cheat sheet on the next slide
Sales Kit: Part 1 the cheat sheet template and complete the highlighted sections Steps:
1. 2. 3.
Add your logo and insert the month and year Add your company name next to ‘Elevator Pitch’ Elevator pitch - Write two to three sentences that describe what you do and where you play
• 4.
They should be concise and conversational Key results–how does your product benefit Salesforce customers?
• In the notes area, tell us the time frame or market for each metric
• Include metrics that will appeal to an SE and Customer Success Manager, not just an AE
Part 2: Know Salesforce To successfully sell to/with Salesforce, you’ll need to speak our language.
There are oodles of resources that you can use to get up to speed on our brand, corporate messaging, products and sales methodology. This section will walk you through the options, outline need to know facts, and give you some pretty cool ways of analyzing your company’s historical sales data.
Step
01
Know Salesforce’s Language
START
Step
02
Know Salesforce’s Products
Step
03
Know Salesforce’s Org Structure
Step
03
Know Your Key Players
LEAD
Know Salesforce’s Language Step
Helpful Resources
01
Know Salesforce’s Language
First, get yourself to the Partner Community. It should be your #1 resource for all things Salesforce
Research our culture and how we go to market
Here are a few links to get you started:
•
• •
•
• •
Watch this video for inspiration
• • • •
Be prepared to whiteboard your elevator pitch
Be able to speak to trending topics at Salesforce
• •
Dreamforce material is an excellent resource for this
Familiarize yourself with our acronyms terminology
Battle Cards, 1st Call Decks, Data Sheets, Best Practices, Videos
Webinars and Events Partner Office Hours a Partner Group Partner Newsflash
Additional Resources to Consider:
Mobile, Analytics, Security, Customer Centricity
Interested in targeting a specific vertical? Go here learn about the industries that Salesforce targets
Partner Sales Aid (go [Here] for access instructions)
•
Be Conversational, Be Direct, Be Concise
Notice how Salesforce speaks with pictures and try to present your story in a similar fashion.
• •
•
Learn the Aloha Language here
to
and our platform
• • •
Salesforce Industries Salesforce Blog (you’ll find our eBook catalogue here) Salesforce YouTube Channel
*Need help accessing the Partner Community? Go [Here].
Step
02
Know the Salesforce Products
to the Partner Community, apply for a Partner Training , and then click the clouds below to learn more about how we go to market
Step
Know the Salesforce Products
02
The Sales Cloud has four primary editions — make note of what your customers are buying Average employee count of customers per Sales Cloud Edition:
•
Group
• • • • •
Approximately: 1-100 emp 50% ESB, 25% SMB, some MM Professional • Approximately: 21-250 emp • Split between ESB, SMB and MM Enterprise • Approximately: 100-500 emp • 30% MM, 20% SMB, 14% GB Unlimited • Mostly companies with 800+ emp • Split between the EBU and GB
Know Salesforce’s Platform Step
02
Know Salesforce’s Platform There are two main ISV types: OEM and ISVForce. Understand which category your product falls into, and be able to speak to the differences.
•
School the Salesforce team on the benefits of the platform As an ISV, your application has many of the same benefits that our clouds offer. Don’t hesitate to remind the Salesforce direct AEs of that fact.
ISVForce Apps:
• • • •
Platform Benefits
Can only sell to existing Salesforce s Extends Salesforce CRM
Unbreakable Customizations
Enterprise Compliance
Multitenant Infrastructure
Automatic Upgrades
Trusted Security
Connect to standard CRM objects
Force.com Embedded (OEM)
• •
Performance at Scale
Sell to anyone, including Salesforce s App includes a limited use Platform License
• Access to s + s objects •
Customers can NOT build and customize without buying additional Platform capacity from Salesforce
•
ISV takes first line
Step Know Salesforce’s Org Structure 03
Know Salesforce’s Org Structure How is our business structured? Who should you be talking to? Coverage Model
CBU Vert Coverage
Our AEs are aligned by customer size with overlays for some verticals
The CBU has overlays for three industries, SAE while the EBU has dedicated coverage for the eleven industries onGB this page
• GB covers up to 3.5k employee companies, excluding Named s • Segments specific to EMEA
EBU 2k Named s GB 501-3.5k* emp
MM
MM 101-500 emp SMB 21-100 emp
Commercial
SMB
ESB 1-20 emp ESB
Small Business
Sales Org Overview Step
03
Enterprise Business Unit (EBU)
Salesforce AMER Sales Org Overview
2000 Named s (10,000 + employees)
Global Manager ECS AE GB + SAE (501+ employees) Mid Market (101–500 employees)
Corporate Business Unit (CBU) SMB (21–100 employees)
Distribution
ESB (1-20 employees)
Public Business Unit
Financial Servics Healthcare + Life Sciences
• • • • •
Employees: 16,220 5,000 Executives 1,000 Sales Engineers HQ in San Francisco Revenue $5.3b (FY15)
Salesforce Industries
Media + Telco
Customer Success Group
Retail + G Government
Alliances + Channels
Automotive
Engagement Model Step
02
Salesforce’s Engagement Model for MM, CBU and EBU s Sales Team Owns
Directz Sales
Customerz Success
Evaluation + Contracts
Usage + Adoption
Executive
Sales Engineer
RVP
Co-Prime Cloud Specialists
Customer Success Manager
Relationship Contracts
Add-On Licenses New Product Demos
Program Architects (technology expertise + thought leadership)
Product Adoption
Customer Success Group Owns
Release Readiness Renewals Governance Technical Escalations
AVP
Go To Market RVP
Customer Success Executive (Salesforce program and best practice expert)
Now, Let’s Take A Closer Look at What Makes the Salesforce Players Tick
Executive
Claire: AE Executive Responsibilities • •
Grow ACV through upgrades, new products, and s expanding into new areas of business Goal is to be a trusted advisor + change agent
Cares About • • • •
$$$! CBU AEs carry a $1.3m+ annual quota Closing deals quickly and efficiently Suring quota every EOQ and EOY (January 31st) Being knowledgeable about her territory. Help our AEs feel in control by keeping them informed.
What Does Success Look Like? • • • •
White space penetration Solution selling New logos Customer retention
Sales Engineer
Michael: SE Sales Engineer
Responsibilities • •
Analyzing a customer’s sdata needs Suggesting Salesforce and ISV solutions that solve the customer’s pain points
Cares About • • •
Dependable products Product updates and technology roaps Integration capabilities and requirements
What Does Success Look Like? • •
Successfully interpret a customer’s needs and supplying solutions that fit them Well versed on the particulars of ISV applications as well as Salesforce products
CSM
Steve: CSM Customer Success Manager Responsibilities • • •
Increasing customer’s productivity, product s adoption, time to value, and ROI Customer-specific implementation and adoption plans Detailed release planning and customer workshops
Cares About • •
Growing revenue by identifying new product opportunities; paid only on Salesforce products Introducing new departments, new use cases
What Does Success Look Like? • • •
Increased renewals – lower attrition Few red s Customer retention
RVP
Matt: RVP Regional Vice President Responsibilities • • •
Grow team’s ACV through s upgrades, new products, renewals, and expanding into new groups Manage conflict within the patch Coach AEs on best practices
Cares About • • •
Growing ACV and the team’s skillset Finding unique ways driving new revenue with existing and new customers Suring quota every EOQ and EOY (January 31st)
What Does Success Look Like? • • •
White space penetration Conflict resolution A team that’s well connected with their customers and the Partner Community
GTM
Jamie: GTM Go To Market RVP
Responsibilities • •
•
Set partner strategy forsSalesforce team engagements Plan demand gen. activities with partners that drive revenue Strategic partner mapping
Cares About • • •
Partner’s historical sales data for their patch Existing SI and Salesforce relationships Easy to understand partner messaging
What Does Success Look Like? • •
Working with partners who are eager to penetrate our whitespace, speed up the deal process, and bring in new logos Bringing sales + partners together for deal pursuit
Part 2: Key Takeaways #1 Know Salesforce: Familiarize yourself with the Aloha Language: Be Conversational, Be Direct, Be Concise. You’ll find it represented throughout our collateral. It’s a major component of our company culture. #2 Access The Partner Community: The Partner Community is a treasure trove of information, including best practices, event notifications, and peer-topeer collaboration. Be sure to sign up for the Newsflash email. #3 Learn Your Elevator Pitch 2015 is the year of the whiteboard for Salesforce. AEs are trained to give their elevator/1st call pitches without the use of PowerPoint. We strongly recommend that you do the same.
#4 Be Cognizant of Our Fiscal Timeline + EOQ Priorities: Our fiscal year begins on February 1. The last week of every month is treated like it’s the end of the quarter. If you deal is expected to close at the end of a month, quarter or year, stay in close communication with the AE. #5 Get to know your Salesforce team: Each player on our sales team views success differently. Make an effort to understand what makes each of them tick. If you’re successful at being a resource for them, they’ll be far more likely to return the favor.
KEY RESOURCE Partner Sales Aid + Online Training: Learn about our products + positioning. [Here]
HALT!
Before moving on to the next section, complete the tasks below.
Gain access to the Partner Community and the digital sales aid Familiarize yourself with our communication style and the platform vernacular Practice white-boarding your elevator pitch Be able to communicate how your product compliments our product clouds Understand where your customers falls within our market segmentation Familiarize yourself with the different data points that make our sales team tick Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 2 the cheat sheet template and complete the highlighted sections Steps:
1. Acquaint yourself with Salesforce messaging and our products using the slides and links in this section
2. Product Features – add 5-10 bullets on what your product does, how it compliments our technology, and any other need to know facts about your application
• Which clouds are you compatible with? Sales, Service, Marketing?
• Include talking points that will appeal to an SE and Customer Success Manager, not just an AE
Part 3: Networking Now it’s time to use what you’ve learned about Salesforce and your application to engage our sales teams. In this section, we’ll provide tips on crafting irresistible introductory emails, as well as in-depth questions that you should be prepared to answer. You’re probably saying to yourself, “that’s all well and good, but how do I meet Salesforce reps in the first place?” Fret not, we’ll cover that too. Read on.
Step
01
Networking Best Practices
START
Step
02
Tailor Your Message
Step
03
Maximize Your Resources
LEAD
Networking Best Practices Step
01
Networking Best Practices Where, when and how to engage our AEs in the field
• • •
•
How to Hook Them Online Get Creative, and Keep the Content Compelling Social media
Dreamforce + S1 World Tours: plan ahead! Take advantage of having leadership in town and secure customer meetings or EBC’s.
• •
Industry conferences: Salesforce funding of industry events is limited. Invite our team to do t demos and customer meetings.
Chatter
Happy hours: they’re not great learning opportunities, but they will get your name out there. If you host one, be sure to follow up with the attendees and add them to your Chatter group.
Note: when attending an event, find out if your customers are going and invite the corresponding Salesfoce AE to plan a meeting with them.
LinkedIn [Best Practices] and Twitter
Learn how to build the perfect social post [Here]
•
When you meet a new Salesforce , invite them to your Chatter group and @mention them on a compelling piece of collateral.
•
@mention your ISV manager in the group for alignment requests on existing opportunities. Be prepared to provide engagement details.
•
Note: Salesforce reps follow Chatter as closely as their Instagram feed. It’s your best bet for staying relevant.
•
Resource: go here
for some Chatter best practices
Old fashioned email Pro tip: Find champions at Salesforce and ask them for introductions and insight on their business needs.
•
Include the following in your signature: cell phone, company website, and social media handles
Introductory Messages Step
02
Crafting Your Introductory Message Focus on how the AE will benefit from working with you, then move on to what it means to the customer.
• •
Connect: if you don’t have the AEs info, send a similar email to your ISV manager asking for an introduction. Or, @mention them on Chatter. Email exercise: make sure you can answer the questions in this document before reaching out to a Salesforce AE. Choose the most compelling answers to include in your introductory email
• In short: tell the story, keep it concise, conversational, and direct. You can use this hyperlink to help you
•
•
Collateral Exercise: use this document to craft a FAQ sheet specific to your patch (even if your company has provided one). The more detail you offer the better it’ll save you time in the long run. Resource: when an AE agrees to a meeting, come prepared with this list of questions, also available here
Sample Email Hi Claire,
My name is Joe Smith. I’m an AE with AppABC covering mid-market customers in the Bay Area. I’m working with John Watson (CTO) of 123Co, who recently installed our app into their Sandbox with the goal of moving to production in the next few weeks. I’d like to connect with you to discuss 123Co’s plan and sync our efforts to understand where we can drive higher Chatter adoption and additional licenses. Our app drove $1m in ACV last year for five different AEs. Let’s get a win in your patch as well! How’s next Wednesday between 2-4pm PST?
Thanks! Joe Smith Cell: 415-515-5555
www.AppABC.com APPABC AppExchange Listing
Attach a customer story or a one pager about your app.
Sales Kit Step
03
Maximize Your Sales Kit What to bring to the table Words are necessary, but it never hurts to include engaging collateral when messaging to our sales team.
Salesforce
’ s Customer Stories
Making the most of your rectangle Keep the bullets short and sweet.
Ask the customer for a high quality photo.
Show off your clean UI.
If similar to your target customer, mention location, company size, and industry.
Include a behind the slide doc detailing the opportunity for AE, who’d like to learn more.
Include your logo for better brand recognition.
• Customer wins: share them whenever possible! • Go [here] for our official template that will help you tell the full story. Or, copy this high level customer story visual
• Promote positive App Exchange reviews • Demos, white papers, data sheets • Share them with Salesforce SEs. The engineers often understand our customer’s pain points best.
• eBooks about your industry • Educate our sales team on the needs that your product fills • Live learning opportunities or recorded webinars • Use this pitch deck template • Compelling info graphics • Great for intro emails, Twitter, LinkedIn, and Chatter
Pro tip: focus on opportunities where you partnered with Salesforce reps, include quotes from them.
Part 3: Key Takeaways #1 Consider What Makes Your Customers Tick:
#4 Increase Your Email Response Rate:
Tailor your message to the appropriate audience. AEs will care more about what’s in it for them than all of the awesome features that your application has to offer. Customers like to have a ballpark cost estimate upfront.
Give before you get! Provide an industry resource or a sound bite on the customer that the recipient will find compelling. Include as much detail in your introductory emails as possible without being too wordy.
#2 Keep Your Messaging Concise:
#5 Build Effective Customer Stories:
Clear and direct messaging gets repeated more often. If you’re trying to get Salesforce reps to sell your product make it easy for them. Stick to two or three bullets for topics like competition, feature sets, and benefits.
Develop collateral such as customer stories and application one pagers that are specific to your patch and industry. Clearly label the titles to make them more searchable and the documents to Chatter to make them easily accessible.
#3 Capitalize on Events
Take full advantage of big events by scheduling meetings with Salesforce and your customers ahead of time. If you’re sponsoring a booth at an show, ask Salesforce if we would be interested in doing a t demo.
KEY RESOURCE Partner Newsflash: Find out about events, product updates and more! [Here]
HALT!
Before moving on to the next section, complete the tasks below.
Update your professional social media profiles to represent your current role. Send invites to your existing Salesforce s Check the Partner Community for networking opportunities Craft an introductory email template and save it for future use Take screen shots of positive AppExchange reviews and add them to emails and pitch decks Build at least one customer story slide featuring a deal in your patch Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 3 the cheat sheet template and complete the highlighted sections Steps:
1.
Familiarize yourself with the key sales team players highlighted in section 2; AEs, SEs, and CSMs
2.
Read through the mapping questions in this document
3.
Discovery questions– add four questions next to each job title • Consider their areas of focus and the points of with whom they interact • If they’re an existing customer, the Salesforce team could help you expand your reach
Section 4: Promote Your Win Congratulations! You now have an opportunity in the pipeline, but what happens next? Our AEs will often expect you to run point on the deal, and they’ll have little to do with the process. That being said, they will want progress updates, and they’ll expect the opportunity to be handled similarly to how Salesforce manages deals. In this section, you’ll learn about our deal process, some steps we take to ensure customer success, and what you can do to promote your win with the goal of landing more opportunities.
Step
01
Opportunity Management
START
Step
02
Ensure Customer Success
Step
03
Promote Your Win
LEAD
Deal Lifecycle Management Step
01
Deal Lifecycle Management Makes for better alignment 1. At the start be sure to:
• •
Communicate budget and timeline Clearly define swim lanes + identify rules of engagement. Get started with this
2. Our sales teams utilize a five step sales process. 1. Custom demo 4. ROI/business case 2. Data assessment 5. References 3. Trial 3. Options for customer engagement
• • •
t or independent sales call, corporate visit Webinar invitation, unsolicited proposal
How Our AEs Get Paid Many direct AEs are unfamiliar with the process, so prove your know-how by walking them through it. 1. ISV sells their solution to a customer in their patch
•
Ask the customer for its Salesforce OrgID to ensure that your application is provisioned appropriately
2. ISV places an order with our Operations team
3. A new opportunity is created with the Salesforce AE as the owner, and they receive a Chatter notification.
•
The process can take 24-48hrs
4. That notification is called a Note: once the AE gets their cha-ching, ask them for an mapping session to review the rest of their territory.
Executive Briefing Center visit, t demo Pro tip: Rome wasn’t built in a day. Becoming a household name with our AE team takes time, effort, and a solid partnership.
Ensure Customer Success Step
Customer Success Workflow
02
Ensure Customer Success Onboarding + implementation Communication
What our AEs expect to see from you and your company:
• •
Communicate the implementation roap
•
Work with the customer on a success roap
Maintain close communication with the customer through the implementation process
•
Retention
Roap
What milestones do they want to hit and when?
•
Provide customers with an online community where they can learn from their peers
•
Own all related requests not related to core Salesforce products
•
Follow up with them at a regular cadence for progress reports
Note: working with your customer through this process will make it easier to ask for testimonials, customer stories, and AppExchange reviews
Advocacy
Engagement
Promote The Win Chatter Best Practices
Step
03
Promote The Win Leverage wins to open doors
•
Chatter the sales team and key group on the customer story/win announcement
• • • •
• • •
Review our Public Relations Guidelines [Here] Bonus points: thank/congratulate the AE on LinkedIn
Engage the RVP
• • •
Ask for permission to message the rest of their team Request a "Lunch and Learn" Bonus points: ask the AE to co-present the win with you
•
Include your coverage and your sales kit
Stay relevant: post at least once a week
•
@mention AE, SE, Managers Keep in mind that the post will be used by other AEs as a reference
Complete your profile
•
Post wins on partner blogs and websites, social media
• •
•
Include: products, ACV quota relief, and go-live date
Why is Chatter such a big deal? Because it allows you to interact with Salesforce reps the same way they communicate with management and peers.
The more content you post, the more often our AEs will use it as a resource.
Messaging best practices
• • •
Keep it direct, conversational, and concise
•
This gives you access to a broader community
Include an ASK with appropiate next steps
Ask your partner manager to repost wins to internal groups and to @mention Salesforce leadership
Click here for examples
Part 4: Key Takeaways #1 Set Expectations:
#4 Provide a Seamless Onboarding Experience:
If you have a sizable opportunity, schedule a call with the Salesforce AE at the beginning of the deal. Clearly state your expectations and ask for buy-in on next steps and timeline. Ask the AE how they prefer to communicate with you. Invite them to your chatter group, and direct them to your sales kit.
Customers are at the center of everything we do. After you win a deal, the customer’s experience has only just begun. #5 Chatter Best Practices:
Adding your sales kit to Chatter makes your key documents more accessible to our sales team when they need them. Providing a #2 Discuss Sales Process: short description of your territory helps the Salesforce team better Explain what your typical sales process looks like, and ask the AE understand your customer coverage. And, @mentioning if they have tools that might be useful. Understand how our AEs Salesforce team makes it more likely that your get paid; it’s often a pressing question. information will be promoted internally. #3 Brainstorm on How You’ll Engage the Customer For large deals, our EBC is a viable option. Don’t hesitate to ask for executive on sales calls.
KEY RESOURCE Five Common Customer Onboarding Mistakes [Here]
HALT! Before moving on to the next section, complete the tasks below.
Make sure that you have a good understanding of your implementation process and timeline. Look into your company’s customer onboarding process. Our AEs will want to know what happens after the sale. Have you won with Salesforce in the past? If so, ask the AE and his/her RVP for an opportunity to present on the win.
Update your Chatter profile with your territory coverage specifics, and the collateral documents that you use most often. Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 4 the cheat sheet template and complete the highlighted sections Steps:
• Have you personally closed deals with Salesforce? If so, add the logos here
• They’ll make great talking points! • If your brag book has room for improvement, add customers that fall into your geographic territory, market segment and industry
• Pick two customers for which you have concrete success metrics, and add them to the left-hand column
Finally: once you’ve completed your sales kit cheat sheet, start sharing it with our sales teams! It’ll prove to be a valuable resource
Partner at a Glance Sales Kit Once you have completed your sales kit, review it with your partner manager. * Save as “Partner Name_Sales Kit_MM.YY” Format this document with the data from the customers that you cover. Our Aes will appreciate marterials that are specific to their markets.
x o x ox Congratulations!
You’ve completed the to Salesforce Playbook!
oo x x ox
ox oo x x Selling x
o ox
Next Steps Success! You just worked through a massive amount of information. To make the most of this resource be sure to walk through the steps below. • Review the action items on the four halt pages (links below – click) Know Your Business
Know The Partnership
Network
Own The Deal
• Finalize your partner sales kit cheat sheet • Lean how top preforming ISVs are achieving success • Review your new sales kit with your partner manager. If you need help finding them, go [Here].
• Bookmark the Partner Community home page. It should be your go to link for all things Salesforce.
ox oo xx
x o x ox Deep Dive Resources
oo x x ox
x
o ox
Look for patterns in your customer data. Use this report template
STAR T
Know Your Business
Learnin g Alternative Journey Ro Short on time? Walkap through this abbreviated learning path.
Learn: your value prop, 3 key benefits, main competitors
Build your sales kit. Fill out this partner overview document
and explore the Partner Community [Here]
Know the benefits of being on the SFDC Platform
Know Know Salesforce Salesforce
Understand roles + org structure
Make Network
Craft an impressive customer story [Here]
Learn how to network in person and via social media
Avoid the spam folder [Here] Promote the win!
Winning!
Ensure happy customers!
Avoid opportunity conflict
Own The The Own Deal Deal
SIC Code Industry Breakdown 01-09
Agriculture, Forestry, Fishing
10-14
Mining
15-17
Construction
20-39
Manufacturing
40-49
Transportation + Public Utilities
50-51
Wholesale Trade
52-59
Retail Trade
60-67
Finance, Insurance, Real Estate
70-89
Services
91-99
Public istration SIC Code List
Historical Sales Data Analysis Report Use the metrics below to build a report in your org Name
Opportunity Name
Industry
SIC Code
Annual Revenue
Amount ACV
Market Segment
# of Emp.
Owner
Billing: City
Billing: State
Close Date
CUST1
CUS1_OEM
Media
456234
100,000
1,300
SMB
20
Kate Rogers
Fresno
CA
1/31/2015
CUST2
CUS2_OEM
FinServ
346789
60,000,000
50,000
EBU
2,300
Sara Smith
Sacramento
CA
5/03/2015
CUST2
CUS3_OEM
HCLS
258965
20,000,000
10,000
MM
500
John Brown
Los Angeles
CA
8/02/2015
Best Practices:
•
Look for trends in industries (SIC codes), locations, and market segments. Plug the data into charts (dashboards) for better visualization.
•
If you sell to non-Salesforce customers, be sure to note them as well. The Salesforce AEs are most interested in targeting whitespace customers.
•
Check to see if your company documents the Salesforce team on each deal. Look for anyone who aligns to your customer base.
•
Consider both your areas of strength and weakness. If you’re just getting started, understanding where your product wins will help you find the low hanging fruit.
Step
01
Aloha Language
Aloha Value Prop Examples
Concise
Be Conversational vs.
We enable collaboration by securely and effectively connecting people and business information systems.
Aloha Conversational
Direct
ALOHA: Collaborate in real time, from anywhere. Follow your colleagues, groups + docs.
Be Direct vs.
Oracle offers a broad portfolio of products and services to enable public, private, and hybrid clouds that enable customer choice. ALOHA: Cloud computing makes your business more agile.
Be Concise vs.
Microsoft is redefining how business solutions empower people for greater success, predict potential issues and opportunities, and enable organizations to expand the possibilities for competitive advantage. ALOHA: Supercharge your sales. Bring social intelligence into your sales process.
Step
01
ISV Glossary
Acronyms to Familiarize Yourself with Name AVP
Meaning Area Vice President
BDR/ED Business/Enterprise R Development Rep
Description Manages teams of RVPs BDR/EBRs are hunters/prospectors aligned to EBU + CBU (Commercial) AEs
Name GAM GB GTM
Meaning
Description
Global Manager
Main AE responsible for leading teams selling effort into Global 25 EBU s
General Business
Group of s covering larger s, but not classified as Field Sales. GB is part of Corporate Sales.
Go To Market
Team that defines and executes go-to-market strategy (e.g. selling, solution creation, field enablement)
CFL
Customers For Life
Department that is responsible for customers post-sale. They make sure we have happy customers and that they renew.
IBU
Industry Business Unit
Vertical focused sales teams ed by strategic resources
CSD
Customer Success Director
Member of the CFL team
MM
Mid-Market
Group of s covering mid market sized companies. MM is part of Corporate Sales.
CSE
Client Services Executive Post-Sales CFL team member
PAM
Partner Manager
Sales AE aligned to ISV partners
CSG
Customer Success Group Part of CFL
PM
Product Manager
An employee that manages products (features) and works closely with development to build the product.
EBR
Enterprise Business Representative
Strategic Salesforce s with over 2K employees
RVP
Region Vice President
Manages teams of AEs
EBU
Enterprise Business Unit
Top two thousand Salesforce customers
ECS
Enterprise Corporate Sales
Quota-carrying secondary AE who covers subsidiaries in large corporations. ECS Geo or ECS Named (covers subsidiary(ies) on single )
ESB
Emerging Small Business Salesforce Customers with 1-20 Employees
* Click [here] for a more complete list
SE
Sales Engineer
SR
Sales Representative
There are Core Sales Engineers as well as SE Specialists (Platform, Service, Data, Desk), who have deeper and more specialized product knowledge. An employee that s executives by creating demos and managing the technical side of the sales process. Focused on selling Salesforce to small companies. Member of the Sales Development team. SRs follow-up, work, convert (into Opportunities), or archive incoming leads. "Lead follow-up" Rep
Step
01
Platform Glossary
+ Technology
Description Salesforce Org
A single instance of Salesforce database on multi-tenant cloud architecture. Includes customer data, licenses in logically separate database.
OEM License
Force.com Embedded License used to power ISV partner apps. Allows ISV solution to be distributed to both Salesforce and non-Salesforce s.
ISVForce License Standard Object Custom Object
Custom Field
Managed Package
Can only be sold to existing Salesforce customers Productized database tables that are part of SFDC functionality and architecture. e.g: leads, campaigns, s, s Custom database table that allows to store unique information. Extends functionality beyond standard Salesforce functionality.
Unique data elements (“columns”) within Object table. Used to add data to Standard or Custom Objects e.g.: whole life vs. term life. Container for all code, custom fields, custom objects and integrations. ISV code and Force.com Embedded license are obfuscated to . Allow ISV to productize, distribute and manage license subscriptions.
Step
01
Salesforce Industries
Each industry has a dedicated product + sales teams. Click the photos below to learn more.
LIFE SCIENCES
FINANCIAL SERVICES
HEALTHCARE
MANUFACTURING
RETAIL
MEDIA
AUTOMOTIVE
COMMUNICATIONS
NON-PROFIT
HIGHER ED
GOVERNMENT
Opportunity Analysis Template Target
B2B manufacturers with complex global operations and products such as GE, Honeywell, Caterpillar, and Boeing.
Pain Point
Manufacturers are too disconnected from customers, suppliers, and partners. The result is that companies can not adopt fast to changes in the market.
Solution
Customer Success Platform for Manufacturing: connect with customers, suppliers and partners in a whole new way.
Value Prop
Move faster in the market by connecting to customers, suppliers, and partners.
Differentiator
Unlike SAP and Oracle, the Salesforce Customer Success Platform for Manufacturing is: • Recognized cloud leader across applications and platform • 100% cloud-based, subscription model with a foundation on customer success
Opportunity Deep Dive Opportunity Deep Dive Step
02
Partnering Validate whether you’re engaged with the correct business unit/decision makers Understand if the Salesforce AE wants to be involved in our discussions Understand if the team or SE wants a 10 minute demo of the solution we're pitching How can we work together to make this our "go-to" t reference ?
Context Questions How long have you been assigned to the ? How long have they been a Salesforce customer? What was the process the company went through to evaluate Salesforce? Was it a typical process, what surprises, if any? What is the current footprint (where and how do they use Salesforce within the organization)? What else are you trying to sell into the (it's a t so we should help each other, accelerate the other's deal, remove risk and help make it larger)?
What is the highest level in the organization you are comfortable introducing me into? Can you make a warm introduction for me?
What is "most" important thing I need to know about how to get my solution sold into the (for example: finding an executive sponsor, getting budget ahead of project, justifying through ROI or TCO, reference required, legal is hard to work with, expect large discounts, always approaches new solutions with a long-drawnout trial, "go to" trusted advisor (Accenture, Deloitte, regional SI) must be involved or sold first)?
What is the hardest part of getting in and around in this ?
What applications do they have in-house?
Any recent significant management changes and the meaning behind them?
Who are the outside trusted advisors (global or regional SIs) working with the ?
Who were the “stakeholders” you had to sell and/or get approval from?
What type of analysis does the customer do to justify capital expenses (ROI, TCO, cost savings)?
Who do you communicate to at the (in power) most often ?
What are their major initiatives for this year?
Have you heard your s discuss any of the following [insert your buzz words here]?
Step
03
Craft Your Pitch Deck Components of an effective Salesforce AE facing presentation •
Value proposition: what you do in one sentence
•
Compelling statistics: # of Salesforce customers, ACV totals, annual revenue, # of licenses, and customer satisfaction score
•
Logo slide
•
Company profile
•
Application overview • Elevator pitch, top 3-5 Benefits, high level marketecture • Salesforce technology integration
•
How does selling your application benefit the Salesforce AE? • Upsells, ACV, existing install base, and industry knowledge
• Employee count and location
•
Discovery questions
• Salesforce ISV type
•
Sales + implementation process
Application history milestones • Launch, acquisitions, and revenue attainments
•
•
• Swim lanes: what to expect from the ISV •
Target demographic
• Segment, market, s, industry, and country
Resources/collateral • Customer stories
•
information/org chart
Chatter Chatter Best Best Practices Practices
Chatter Best Practices Craft an eye catching logo/graphic image
When making alignment requests be specific. Include the why, what who and when.
App123 Sales Kit
Newsfeed Post Ideas:
Elevator Pitch: One Sentence ISV Type: OEM ISV App Category: Sales Target Market: MM, Enterprise AEs Comp’d?: YES! Avg Deal Size: ACV, # Seats
Designate two Chatter managers and have them each post at least once a week.
EASY ACCESS: Include these links and data points on your sidebar
PNR: 25% Website, AppExchange Listing: Links Webinars, Customer Videos: Links Demo: Link
Data Sheet: Link
• Deal/customer alignment requests • New s, invite/welcome to group • Blog post announcements • New collateral • Win announcements • Dreamforce details • Event photos • Event recaps • Interesting industry articles
Click here for full sales kit App123 : Name, Title, Phone, Email Salesforce PAM : Name, Email Challenges App123 Solves: Three Bullets
Make your posts searchable. Don’t forget to add topic tags!
Make your content searchable. Include the document type, the application name, release date, and customer in the name
“We take more orders than ever with Salesforce.” Buddy Valastro, President + CEO, Carlo’s Bakery
Customer Story Slide
Title Goes Here What your app does What results your customer achieved How your app contributed to those results Link to your app on the AppExchange
Your App Tile
Partnership Swim Lanes GTM Activity
Salesforce Responsibility
ISV Responsibility
AE, SE, + CFL Alignment
Assist with targeting + strategic introductions, and build Chatter group
Own outreach, relationship building, and education activities
ISV + SI Partnerships
Assist with identification of partners
Build outreach + partnership program for SIs and ISVs
Technology Enablement
Platform and product roap alignment, product manager introductions
Commit resources, “open the hood,” willingness to leverage Salesforce platform
Targeted Pipeline Development
Help define target market and confirm Salesforce customers
Provide strategic target list, own cycle and relationship
Opportunity Alignment
Engage with and introduce partner to direct sales team
Share key pipeline, and own cycle and relationship
GTM Team/nextLevel
Nominate for nextLevel program
Program and Produce nextLevel Content
IBU Team Alignment
Educate on industries team, Identify key s
Own outreach, relationship building, and education activities
Marketing + Messaging
Education on Salesforce messaging (aloha style), surface key programs (AMP, organic opportunities), overall partner best practices
Build brand and content in alignment with Salesforce GTM
Useful Link Master List Sales Tips
Partnership
Greenfield s
Access the Partner Community
Introductory Email Example
Partner Community Office Hours
Platform Acronyms Platform Terminology
Opportunity Deep Dive Question Sheet
Sign up for Partner Roap Webinars
Industry Links
The Art of the Double Opt-In Intro Email
Partner Newsflash
Marketing + Sales Collateral
Creating a Strong Value Proposition
Find your Partner Manager
Building Customer Stories Home Page
Know Salesforce
Opportunity Overview Template
Partnering Success Story
Partner at a Glance Cheatsheet
Historical Report Example
Partnership Swim Lanes
Industry eBook Example
SIC Code Industry List
Know Salesforce
Dreamforce For Partners
Marketing Knowledge Resources
Partner Sales Aid
Customer Story Example
Partner PR Guidelines
Sales Aid Access Instructions
Chatter Best Practices
Partner Branding Guidelines
Dreamforce YouTube Videos
Partner Pitch Deck Template
Partner Marketing Hub
Sales Cloud Pricing
LinkedIn Best Practices
Global Salesforce Office Locations
Social Media Posting Best Practices
Salesforce Advantage Video Salesforce Advantage Training Page
*The blue boxes will take you to a slide within the playbook
DETAILS
ISV Partner Success Story How one partner drove ACV and brand recognition by working closely with their partner team
CHALLENGES
► ► ► ► ► ► ► ►
INDUSTRY: Professional Services CATEGORY: Quotes + Orders TYPE: Native App EMPLOYEES: 300 YEARLY ACV TO SFDC: $2.2 Million SEGMENT: CBU + EBU LOCATION: San Mateo, CA PUBLISHED: 09/10/2006
Launching a new product offering for the CBU. The partner historically sold to the EBU and needed to rework their messaging to gain mindshare with mid-market representatives. Partner had many wins, but they weren’t being shared internally at Salesforce. The partner had excellent name recognition, but Salesforce reps needed help with positioning. The CBU AEs required real-time options. This partner had a number of relationships with Salesforce leadership, but they weren’t being maximized.
SOLUTIONS MESSAGING
CHATTER
• Simplified messaging, asked AEs to focus on five prospecting questions • Clearly defined swim lanes • Streamlined Marketecture • Conducting small team trainings • Provide a variety of collateral pieces from pitch decks to cheat sheets • Participate in AMP to target new hires
• The partner asked PAM to add AEs and RVPs on new opportunities to the Chatter group • Post detailed win announcements, and @mention AEs to thank them • Started a group that caters to SFDC engineers • @mention leads on key posts
30 Product Launch Lunch + Learns
SALES
ALIGNMENT
• Increased focus on education vs. marketing • Established a CBU hotline • Worked with GTM RVPs to schedule L+Ls and mapping sessions • Held global webinars and L+Ls at SFDC hub vs. inviting one team
259k
2.4k
500k
$2.2m
100%+
In New Pipeline
Chatter Group
Salesforce Platform s
ACV FY 2015
YOY Growth
• Partner with strategic SIs on marketing initiative and L+Ls • Each of their executives are assigned 5 SFDC leaders to send updates and invites • Personalizing messages and asks has led to a marked increase in response rate
55 Alignments Per Qtr.
30 Exec Meetings Per Qtr.
Platinum Partner Success Story How one partner drove ACV and brand recognition by working closely with their partner team. #1 Chatter
#4 Name Recognition + Educational Opportunities:
The partner assigned a Chatter group manager who handles approving new SFDC , posting announcements, and aligning teams. The partner does an excellent job of promoting wins with AEs and RVPs, and they are diligent about adding new after meetings and events. Their Partner Manager @mentions internal chatter groups and leadership on important posts.
Last year, the partner held multiple inventive networking events. They quickly increased their name recognition, and, now that they have relationships within Salesforce, it's easier for them to secure training opportunities with our sales teams.
#2 Messaging To move into the mid-market customer segment, the partner engaged their PAMS to advise them on messaging that better suits the CBU. Today, CBU AEs are trained on three Key Benefits and five qualifying questions. They also provided Salesforce sales teams with an easy to use live demo and a streamlined Marketecture.
#3 Executive Alignment. And Metrics Each member of their leadership team is assigned 3-4 peers at Salesforce. When the partner has a strategic announcement, Salesforce executives receive personal messages from the partner.
#5 Marketing Sponsorship The partner routinely invests in sponsorship opportunities and partner programs like AMP. They religiously track ROI on every investment, and this provides them with a good deal of insight into the sponsorships that work best for their business model. #6 Communication and Cadence Weekly big deal and marketing cadence calls ensure that the partner and the Partner Managers stay in sync. By Communicating and holding each other able on a weekly basis, many potential issues are avoided and the partner continues to at an impressive rate.
$2.2m ACV FY 2015
100%+ YOY Growth
2.4k
500k
Chatter Group
Salesforce Platform s
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