Domain 3: Adoption

Fred Widarsson, Astra Tech Inc.

Best Practices: Global Enterprise

Safe Harbor Statement

“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.

The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates.

Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.

FRED WIDARSSON

SALES TECHNOLOGY MANAGER

fredrik.widarsson@astratech.com

• INDUSTRY: Medical Devices

• EMPLOYEES: 1,900

• GEOGRAPHY: Global

• # USERS: > 700

• PRODUCT USED: Salesforce

SFA

Astra Tech develops, manufactures and markets dental implants as well as advanced medical devices in the field of urology and surgery.

We are growing rapidly and represented all over the world.

Astra Tech Medical Products

Blood Transfusion Devices

UrinaryCatheters

Dental Implants

Our products are marketed and sold directly to hospitals and dental practices.

Astra Tech – Key Challenges

Technology Challenges

• Aggressive rollout time-frame, not

allowing a traditional software

deployment cycle.

Business Challenges

• High-growth company.

• Rapidly growing Sales Teams.

• Need for globally standardized Sales

Methods.

• Need to further improve Sales Behavior;

focus on High Value Customers.

“The hard stuff is easy…

it's the soft stuff that’s

so hard to change.”

Fredrick Smith, CEO Fedex

Improving Sales Behavior:Focus on High Value Customers (1 of 2)

Customers’ Loyalty

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Improving Sales Behavior:Focus on High Value Customers (2 of 2)

Customers’ Loyalty

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Astra Tech Case Study – The Solution

How we initiated improvements in Sales Behavior:• Sales Awareness Webinars for Sales Directors, prior to rollout.

• Two-day global Change Management Seminar for Sales Directors.

• Full-day classroom training for all Sales Professionals.

• Creation of Dashboards and Reports, supporting focus on High Value Customers.

Deployment Details• Product implemented: Salesforce SFA• Sales Directors in Change Management Seminar: ~ 100• Sales Professionals trained in Classrooms and Webinars: > 700• Business Units affected: All Sales Teams around the globe• Integration point: ERP system

Two-day global Change Management Seminar for Sales Directors ~ 60 participants at the Swedish

Headquarters.

How to use Salesforce to plan and

follow up Sales Behavior.

Demonstrated how to obtain

customer information through

salesforce.com; showcasing

simplicity of running Reports.

Role play sessions: How to coach

new users; proving value from

using the system.

Introductory Full-day Classroom Training for Sales Professionals

First Session: Sales Meeting in Nashville, Jan 2007.

150 Sales Professionals trained. Key people from other markets engaged in

training, enabling global best-practices. Training Agenda:

Why we are using Salesforce to identify and acquire high value Customers.

Hands-on training in the Salesforce application.

The technical implementation of Salesforce accomplished in the 20 working days leading up to the Sales Meeting!

Google Maps Mash-up: Prospects close to existing Customers

Adoption Strategy: Creating Top Management Buy-In

• Identify the most important Business Challenges for Top

Management, related to reaching Sales Goals.

• Make your case: how Salesforce can support solving

these Business Challenges.

• The value of the implementation must be supported by

the CEO.

• Involve Top Management in communicating the need for

improvements in e.g. Sales Behavior.

Example:1. We must improve customer retention among High Value (Green) Customers

2. In Salesforce, we will identify this exclusive group.

3. Customer Retention Programs will be implemented, using the Campaign tool.

Adoption Strategy: Creating Business Value for End Users

Driving User Adoption through Business Value

• Identify challenges in every-day sales operations.

• Use Salesforce to improve on a few major challenges.

• Motivate and coach the sales teams to use Salesforce, while proving the Business Value related to using the tool.

Example:1. Sales Professionals manage large territories and many customers.

2. In Salesforce, identify customers with low revenue (Red customers)

3. Change Sales Strategy on Red customers, to low-cost sales methods. 4. The Sales Professionals’ time is now freed up for Green customers.

Adoption Strategy:Enabling Sales Managers to coach their Teams

Sales Managers are crucial to a successful rollout.

Sales Managers must fully support the need for change in Sales Behavior.

Train-the-Trainer is very effective, creating sense of ownership in your organization.

Create tools for Sales Managers: Slide Decks: To address Business Challenges

and how to use Salesforce improve these challenges.

Quick Notes: Simple, one-page Notes used to instantly show a sales-team how to enter Activities, update Opportunities or categorize Customer Accounts.

Email Templates: How-to and why-we-do-this templates, with hyperlinks to Salesforce Reports, used to track the Team’s progress

Adoption Strategy:Sample Email Template to be used by Sales Managers

Calling on the right customerwith the right activities at the right time.

Adoption Strategy

Astra Tech Case Study: Results after initial rollout

• Adoption rate: 85%, anticipated to

go up.

• Customer information readily

available to global Sales Teams.

• Sales Behavior focused on green

customers; High Loyalty and High

Revenue Potential.

Imagine it. Learn it. Use it. Apply what you’ve learned when you

get home• Identify a few sales challenges, that can be

improved through the use of Salesforce.

• Implement processes - using Salesforce as the tool - to improve upon these challenges.

• Drive improvement in Sales Behavior; clearly communicate the need for improvement.

• Continuously motivate and coach your sales teams, demonstrating Business Value related to using Salesforce.

• Adoption is crucial to success!

• Follow progress towards goals, using Reports and Dashboards.

• Celebrate success!

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