df13_driving sales success as an isv partner
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Driving Sales Success as an ISV
Michelle Paitich, Salesforce, Senior Manager, Partner Success @michellepaitich
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 non-salesforce.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.
Who do we have in the audience?
Current Salesforce Partner
in market
- How can Salesforce help me grow?
Current Salesforce Partner
not yet in market
- How can Salesforce help me get to market faster?
Potential Salesforce Partner
possibly in market
- What does the Partner Program do for me? How is it different?
Scott Berg VP of Sales @scottbergmail
John Stewart Bob Smith CEO @CloudbiltApps
CEO @_Channelinsight
Meet the Speakers
Session Agenda
• What is the Accelerator Program?
• Pro tips from the veterans
• Accelerator Program – how Salesforce can enable your team
• Next Steps; Q&A
The Accelerator Program helps partners grow
• Tools, resources, best practices, metrics, mentorship • Scale faster
• Exceed revenue goals • Greater brand awareness
• Better program alignment
Because when our partners succeed, we succeed!
Challenged
Your Goal: Improve Attractiveness
Positioned
Your Goal: Stay on Target
Aspiring Your Goal: Gain Competitive Advantage
Promising Your Goal: Improve Ability to Execute
Attractiveness of Opportunity
Abi
lity
to E
xecu
te
Our goal is to enable partners for success
Scott Berg VP of Sales, ServiceMax
@scottbergmail
Focus on your value proposition and go to market
• AppExchange leads don’t fall from the sky
• Define a target market and solution that benefits from the Force.com and/or CRM capability
• Identify and address a valuable “white space” in CRM
• Market and sell it like you built it all yourself
ServiceMax is rethinking field service and delivering on the promise of cloud and mobile software, powering a new era of field service experiences for their customers' customers.
Value Prop: Companies need to have profitable after-market service businesses.
Looking for ways to maximize long-term customer value and retention through innovative service offerings.
Target Market: Small to large OEM manufactures and service providers.
White Space: No one extending CRM beyond call center into “Field Service”.
Go To Market: Direct marketing and selling with emphasis on outbound opportunity creation.
Define your key sales drivers early and often
• Early in Salesforce relationship • Build things to distribute through App Exchange • Technical Evangelists support your app development strategy
• Mid-cycle • Co-selling and lead referral • ISV platform capability for sustaining larger application
• OEM licensing for independent solutions
• Mature • ISV Force: Packing, License Mgt, Order Processing
• Independent revenue share licensing
Evolution of your Salesforce partnership
• Results • 100% annual sales growth for 5 years • Top 10 ISV revenue contributor
• Robust SI partner eco system (Deloitte, Accenture, Etherios, Accumen)
• Enhancing value of Salesforce.com solutions to global customers
• Impact of ISV Program on ServiceMax • Enterprise grade solution for the world’s largest companies • Global ready technology (SLA, Privacy, BCP)
• 20 certified implementation partners (US, EMEA, APAC)
• Focus on leading business features, not infrastructure
After your value proposition is built
John Stewart CEO, Cloudbilt
@CloudbiltApps
Evolving a Services Company into a Software Company
Formed as a services company named Saber Solutions, Cloudbilt has been working on the Salesforce platform since 2009. Re-branded in May of 2013, our focus has shifted entirely to ISV App’s on the AppExchange. Cloudbilt became a Force.com Reseller in 2009 and an ISV partner in October of 2011.
2009 2010 2011 2012 2013 2014
August 28, 2009 – Founded Saber Solutions
December 1, 2011 – first App is released
September 2009 –Became a Force.com
Reseller
January 4, 2010 – Hired first employee
FY2014 – Budgeted at 45 Employees -$500K in hard Marketing $
April 2013 – Hired EVP of Sales
Sept/Oct 2013 – Hired 2nd Outside
Enterprise Rep
May 2013 –Participated in Accelerator Program
May 2012 – Hired and Built out
Marketing
July 2012- Hired VP of Inside
Sales
September 2012 – Hired/Built out Inside Sales
Evolve from a services to a software company
• Build out Marketing: 3 months before hiring inside sales people • Arm your Sales people
• Identify Positioning, Messaging, Use Cases, Collateral, Lead Capture Mechanisms, First Call Deck, buy call lists, set up email marketing, etc.
• Hire Sales Leadership: 3 months before hiring inside sales people • The single most important hire you will make
– Hire a rolodex: Not just potential customer but potential sales people too
• Work with Marketing, Establish the sales approach, develop metrics, figure out the elevator pitch, refine the value proposition, etc.
How to sell like a software company
• Hire and Train an inside Sales Team: 6 to 12 months • Identify the perfect inside sales rep for your business model. Hire to the profile
– Establish realistic goals for your first sales team; Do not set them up for failure
• Test, Refine, Adapt – Messaging, Pitch, Product Features, Price Point, Support, etc
• Hire Enterprise Reps: 12 months after building out inside team • Do not be cheap: Nothing is more expensive then a “Bargain” Enterprise Sales Rep.
– Hint: The good ones have jobs.
• Pair them inside reps
Leverage your friendly neighborhood ISV team • Cloudbilt’s ISV Team
• Alix Douglas, Nivi Gill, & Shannon Schupbach
• Cloudbilt Participated in the Accelerator Program • ISV Team helped us with our messaging for the Website Re-Launch
• Offered feedback and guidance on our Brand Development Exercise
• Take Advantage of the Opportunities Offered • AppExchange Placement Program
• Offer your software for free in conjunction with the Salesforce foundation to Non-Profits
• If you are offered a paid sponsorship spot at a user group meeting, take it
• Dreamforce is a must and participate as a sponsor in as many CCT’s as you can afford
Bob Smith CEO, Channelinsight
@_Channelinsight
Focus your assets to build momentum
• We call this – All In With Salesforce • Sales
• Marketing • Technology
Channelinsight delivers the only Cloud Channel Sales Management Solution for sales professionals that provides visibility into the channel for companies who want to see and manage their channel business the same way they manage their direct business through their CRM
Build brand awareness and name recognition
• Always work with the direct Salesforce AEs • Chatter – broadcast deal wins and information! • Salesforce ISV team
• Focusing sales and resources • Leverage Salesforce resources – Accelerator, App Academy, etc.
• Leveraging these resources has impact our your success?
• Understanding how to work with Salesforce • Marketing
• AppEx
• ISV Accelerator Program
• Salesforce AEs & RVPs
• Generating Revenue for Both
Closing the Gaps
• Always reach out and work with the Direct Salesforce AE • Have your AEs build a rapport with the Direct Salesforce AE
• Leverage advice from Marketing & ISV Sales Teams
• Make whatever you do important to your Salesforce ISV AE
• Using Salesforce’s Accelerator Program forces focus! • Your message
• How to get to Salesforce customers and prospects
• How to generate more business for both
Results today – All in with Salesforce!
• Roughly $2m of ISV sales in FY2014
• All deals worked jointly with Salesforce
• Continued growing closeness of relationship at all levels
Future • Continued adoption of technologies
• Force.com
• Analytics
• Communities
• Further Sales!
Accelerator Program How Salesforce enables your team
Partner and Salesforce are executing deliverables in documented Partner Success Plan in a timely manner COLLATERAL - eBook and/or Whitepapers partner has a defined customer education program Defined metrics (KPIs) to measure partnership success are compelling, documented and aligned at exec level COLLATERAL - Product brochures, others ISVForce PARTNER - Aware of end customers SFDC start and end dates Milestones, action items, target dates and owners are defined and reviewed regularly PRESENTATIONS - First Call Deck - Customer Documented product development plan & roadmap; Architecture/marketechure diagram Partnership has right share of mind, cadence, and engagement amongst both exec tables PRESENTATIONS - First Call Deck - SFDC AE Certified trained technical resources on staff or using a PDO Salesforce AE understands how the partners leverages the Salesforce platform and its plans for future releases PRESENTATIONS - First Call Deck - Partner AE TE has reviewed partner solution (1) Partner and Salesforce are jointly planning partner product roadmap using Salesforce roadmap and releases TOOLS - ROI calculator Product or product roadmap addresses the 6 critical elements of connected apps How the product should/could be sold has been discussed, refined, tested and agreed upon TOOLS - other lead generation tools TE has monthly cadence calls with partner techincal lead Awareness of the product and generating pipeline is continuously improving SEO TE has understanding of ISV roadmap Partner is appropriately engaged without frustration or fatigue SEM SFDC has presented roadmap to ISV Both sides are connected and continue to find ways to collaborate beyond the ISV sales function Retargeting TE has documented technical plan for adopting new SFDC technology Both sides executing against the partner success plan on a quarterly basis Analytics (Radian 6 and/or other web analytics engines) Address and resolve any outstanding architecture issues identified Salesforce continues improving its ability to enable the partner to be successful in market YouTube/Video ISV has formal pre-release testing process for both new releases of the ISV app and for SFDC There are no operational roadblocks that get in the way, or the roadblocks that previously existed are waning Social (Facebook, Twitter, others) Security Review did not have major issues that need to be addressed Tracking pipeline is accurate and/or improving Lead to pipe ratio Clear, succinct value proposition for SFDC AEs (list in discussion notes) Forecasting ACV is accurate and/or improving Pipe to close ratio Clear, succinct value proposition for customers (list in discussion notes) Documented sales plan (Target # of leads/close rates, lead mgmt for lead-2-oppty close) Primary source of leads are successful Solution is visionary, innovative, and/or disruptive Dedicated/designated partner sales team PR - Strong PR activities that drive partner and app Solution solves a critical business challenge in their target market De-brief on won/lost deals; understand why deals are stalled/lost PR - Key placements in trade publications and other key media sources Significant market opportunity with target % of market share identified External Chatter group with active partner manager AR - Key placement in Analyst reports and or quadrants Documented target market and economic buyer documented (list in discussion notes) Ongoing sales enablement (training, campaigns, badges, motivation) AR - Regular connections with key analyst organizations Market-competitive and clearly differentiated from others in the market Experienced, established sales team with field and inside AEs SFDC EVENTS - Participation in CCT events Competitive pricing/pricing thresholds based on avg. deal size SEs aligned with the sales team SFDC EVENTS - Participation in Dreamforce END CUSTOMERS: partners pricing structure is easy to understand Lead-to-close-to-implementation rates are appropriate for the app and industry type SFDC EVENTS - Participation in other events (SKO, ad hoc events) Pricing is logical and related discounts are justified Accelerating revenue PARTNER EVENTS - user conferences that highlight partner app Regular cadence with engaged partner exec team Exploring additional programs within Salesforce (Chatter, Heroku, Chatter Communities) to help partner sell PARTNER EVENTS - in-person customer events (regional, sporting, etc) Strong SFDC exec visbility, support, engagement Partner is obtaining and managing leads on their own PARTNER EVENTS - webinars to new oppys and/or existing customers Appropriate partner budget for this initiative Partner is obtaining and managing leads from Salesforce (AppExchange and AEs) INDUSTRY EVENTS - strong presence of partner app at Industry events Regular SFDC cadence calls that include success plan and detailed pipeline review Documented marketing and awareness plan aligned to the sales strategy/target market; Dedicated marketing team PARTNER AE - Training plan for partner sales teams Cadence call agenda; detailed mtg notes sent after each call with mgmt copied Listed publicly on AppExchange PARTNER AE - Internal awareness activities for partner sales teams ISV PARTNER - partner is transacting on the channel order application Customized, well managed trial experience; branded TrialForce w/ automated email upon registration PARTNER SE - Technical/demo training (demo org, scripts, platform training) ISV PARTNER - no issues with placing orders in a timely manner
Collateral (website, datasheets, first call deck, etc.) reviewed and GTM ready SFDC AE - Ongoing SFDC AE training ISV PARTNER - submitting cancellations or reduction orders at the appropriately time Clear voice that connects with Salesforce audiences SFDC SE - Ongoing SFDC SE training (demo training, demo org) END CUSTOMERS - solution is easy to buy from the partner Vertical-specific messaging *optional* Sales Tools - Getting started guides, FAQ, other tools END CUSTOMERS - the sales cycle is simple and clear to end customers WEBSITE - presence on company homepage Documented customer success stories for each won deal partner schedules no more than '5' calls a month WEBSITE - product-specific page Detailed, clear, impactful customer success plan; no (or few) red accounts the partner's support issues have been resolved in a timely manner WEBSITE - campaign landing page partner has completed Call1 and Call 2 with their POM the most common issues have been resolved (no ongoing issues) VIDEOS - Demo video partner has no red accounts Partner works with AE on successful deal structure VIDEOS - Company overview a team exists to support red accounts and big customer issues Ensuring all licensing aligns with the technical requirements of the Partner's solution VIDEOS - Customer success stories partner has clearly defined implementation/onboarding plan Economics of any deal generate an equitable share of return for both parties COLLATERAL - Data sheet current implemenation experience is seamless and timely Partner has defined MSA/SLAs
Partner is communicating a need for a one-time discount in a timely manner
The Accelerator Program provides a success framework
The framework is summarized in 8 key drivers
Sales & Distribution Marketing
Management Team Customer Success Technology Price
Idea Market Opportunity
Today, we’ve focused on 4 areas to drive success
Sales & Distribution Marketing
Management Team Customer Success Technology Price
Idea Market Opportunity
We’ve covered a handful of these items today
Sales & Distribution Marketing Idea Market Opportunity
Build clear value proposition
Identify target market
Fill the white space
Create lead gen. strategy
Arm your sales team
Hire a closer and build sales team
Understand sales process/cycle/cost
Gain input on value props for every customer type
For (target customer)
Who (statement of needs) The (product) is a (category)
That (state key benefits)
Unlike (competitors)
Our product (differentiators)
Idea
Input on value prop and target market
Help with customer discovery and market validation
Identify Your Target Market
Customer Discovery And Validation
Differentiate Yourself Against the Competition
Convert Existing Customer Base
Market Opportunity
Market validation Customer
validation
Go-to-market best practices and lead gen. feedback
Integrated Campaign Strategy Social Media
White Papers
Website
Adver;sing
Partnerships
Digital PR
Events
Marketing
Newsletters Collateral review Co-marketing
Framework for incentive compensation and training Sales & Distribution
Sales incentives Customer Chatter
Group Introductions
Next steps during Dreamforce
What to do when you walk out that door
Log into the Partner Portal
Meet partners at Dreamforce – head to the AppExchange Partner Zone!
Join the Accelerator Program: contact your ISV AE or [email protected]
Michelle Paitich
Senior Manager, Partner Success,
@michellepaitich
Scott Berg
VP of Sales @scottbergmail
John Stewart Bob Smith
CEO @CloudbiltApps
CEO @_Channelinsight
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