Architect & Design Your App for Commercial Success Salesforce.com Partner Success

Sarah Whitlock, Salesforce.com, Sr. Director, ISV Technical Evangelism Warren Chen, Salesforce.com, ISV Technical Evangelist

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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.

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Key Decision Points For Success

Who are Your Customers? What are you building? How to license & distribute?

Who are you selling to? What is your target market?

Who are you selling to? New Users? Existing Salesforce Users?

•  Package your app

•  Customer installs your package into their existing org

•  Package your app

•  Provide your prospect with an org containing your package

http://www.financialforce.com/

What is your target market?   Large enterprises have

different requirements than SMB

  Build scale into your application from the beginning!

  Test for scale before your customer does

Avoid Growing Pains: Scale Your App for the Enterprise (Room 3016, Monday 5 pm)

> 3000 Employees

501 - 3000

101 - 500

21 - 100

1 - 20

What are you selling? What are you building?

CRM 1.  SURVEYS 2.  CAMPAIGN MGMT 3.  EMAIL RESPONSE MGMT 4.  SALES PERFORMANCE MGMT 5.  MOBILE SALES MGMT 6.  LEAD MGMT 7.  EVENT MGMT 8.  COMPETITIVE INTELLIGENCE 9.  CUSTOMER CHAT 10.  INCENTIVE MGMT

BACK OFFICE 1.  DATA INTEGRATION TOOLS 2.  DATA CLEANSING 3.  INVOICE MGMT 4.  DEMAND PLANNING 5.  PRODUCT LIFECYCLE MGMT 6.  SUPPLY CHAIN MGMT 7.  BUSINESS INTELLIGENCE 8.  BIG DATA MGMT 9.  PURCHASE ORDER & EXPENSE MGMT 10.  PROJECT MGMT

From the May, 2013 Survey of 3,544 Global SFDC Customers

Top Customer Requested Apps

Custom Application Sales/Service Cloud Extension

•  eSignature, Email Marketing etc.

•  Extending Sales/Service Cloud

•  Standard + Custom Objects

•  Project Management, Supply Chain etc.

•  No reliance on Sales/Service Cloud

•  Custom Objects

What are you selling?

•  Focus on the end user

•  Be disruptive

•  Leverage your expertise

➢  What makes you Different!

Build To A New Set Of User Requirements

Two Fundamental Architecture Models Native Composite

ISV Managed Package

Distribution Technologies

trials licensing upgrades support

workflow collaboration analytics apex

custom objects accounts contacts

ISV Managed Package

Distribution Technologies

trials licensing upgrades support

workflow collaboration analytics apex

custom objects accounts contacts

SOAP API Apex Web Services

Metadata API Bulk API

REST API Toolkits

External Services

Data

Logic

Presentation

•  Runs 100% on force.com •  Multitenant by design

•  Managed, scalable, secure services

•  Native app building blocks •  Built-in distribution services

Native Architecture

•  Specialized service not a good fit for force.com •  Large, complex calculations

•  Storage-intensive solution

•  Phased approach to re-platform on force.com •  Need to integrate with another service

When To Go Composite

•  Simplicity •  No infrastructure to manage •  Focus 100% on your app •  Multitenancy baked in •  Built-in distribution services •  Seamless integration with Salesfore

and AppExchange apps

•  Not suitable for all use cases

Downside Upside

Native Architecture: Tradeoffs

Composite Architecture: Tradeoffs

•  Flexibility •  Re-use existing IP •  Leverage existing developer skills and

tool sets

•  Complexity •  You have to maintain infrastructure •  Multitenancy not guaranteed •  Distribution services are your responsibility •  Trial experience more challenging

Downside Upside

Scope of Security Review Native Composite

What to build   Next Generation UX for Your Commercial App: Feed the User (Room 3014, Tuesday 1 pm)   Emerging Technology: Social & Collaboration Strategies for ISVs (Room 3020, Tuesday 1 pm)

  Mobile for ISVs: How to Develop Mobile Solutions (Room 3014, Tuesday 4 pm)

  Partners Helping Partners: How PDOs Can Help You Build Great Apps (Room 3014, Wednesday 5 pm)

What architecture to use   Connected Apps: Options to get Your Commercial App to Market (Room 3014, Monday 3:30 pm)

Security review implications   An Insider’s Guide to Security Review (Room 3014, Wednesday 9 am)

How to license & distribute?

Every User Needs A License   Think of the license as a battery

  Not all types power the same features   Test your app with the expected license type

Two License Types For Internal Users User License Description Use Salesforce CRM functionality

Full platform access Custom Objects Chatter

App requires CRM functionality

Selling app into existing Salesforce customers

Salesforce Platform No CRM functionality Accounts, Contacts Custom Objects Chatter

App does not leverage CRM functionality

Selling to net-new users and/or existing Salesforce customers

•  What objects does your app need access to? •  Do you need functionality like campaign, case, or opportunity management?

Two License Types For External Users

User Licenses Description Use Customer Community Full Access: Custom Object, Asset, Owned

Cases

Read-only: Account, Contact, Activity, Task

Customer self-service

Collaborative case resolution

White-glove premium support

Partner Community Full Access: Custom Objects, Account, Contact, Opportunity, Lead, Activity, Task, Asset, Cases

Read-only: Reports, Dashboard, Campaign

Vendor Collaboration

Partner recruitment and education

Deal management

•  Will your customer’s customers (external users) need access to your app? •  If so, what do these users need to do?

What Editions do you need to support?

No Workflow, Record Types, Analytics, Custom Layouts, Custom Profiles, API

Enterprise & Performance Edition Group & Professional Edition

Workflow, Record Types, Analytics, Page Layouts, Profiles, API are available

•  Do you want to sell to existing Salesforce customers? •  Do you plan to support Group and Professional Edition?

The Edition determines the features available to the user

How do you support various Editions?

Answer: Base Package plus Extension Package

Group & Professional Edition

Enterprise & Performance Edition

Base Base Extension +

Managed Packages

Trials and Provisioning

Branding Customer Success Console

IP Protection Push Upgrades

A managed package is a collection of all metadata components that make up your app.

Implications of Managed Packages Limitation Example Implication Not all components can be packaged for distribution

Approvals, Profiles, Data

Post-installation steps may be required when installing your app from the AppExchange.

Not all components are upgradeable

Page Layouts, Reports, Dashboards

Developers must account for subscriber customizations when planning for upgrades.

Not all sensitive components are obfuscated

Validation Rules, Visualforce Pages, Formulas

Use caution: don’t resort to code just to obfuscate business logic.

ISV Guide http://p.force.com/guide

License & Distribute •  Distribute & License Your App for Commercial Success (Room 3014, Monday 2 pm) •  Support Your Customers for Commercial Success (Room 3014, Monday 5 pm)

•  Manage Your Business with ISV Platform Technologies and the ISV Business Org (Room 3014, Wednesday 12 pm)

Key decision points for success

Who are Your Customers? What are you building? How to license & distribute?

Sarah Whitlock

Sr. Director, ISV Technical Evangelism

Warren Chen

ISV Technical Evangelist

Ready to Partner with Salesforce.com? APP Academy: Getting Started as an ISV Architect & Design Your Commercial App Design Patterns: ISV Recipes for Success Connected Apps: Design Options Interoperability: Combine Forces Mobile for ISV’s (Part 1): Strategy

Avoid Growing Pains: Scale Your App Mobile for ISV’s (Part 2): Develop Next Generation UX for Commercial App An Insider’s Guide to Security Review

Distribute & License Your App Manage Your Business. . .

AppExchange Marketing Playbook: Build Your Brand AppExchange Marketing Playbook: Generate Demand Driving Sales Success as an ISV Partner Meet the Power Brokers: VC Panel

Support Your Customers ISV Roadmap

DF13 ISV Success Sessions Great sessions for each phase of the partner lifecycle

Build Distribute Support Sell Plan

Follow sessions and join the Partner Success Group on

Emerging Technology: - Heroku - Salesforce Communities - Service Cloud -  Social & Collaboration -  Work.com