m a s002 johnson 091707
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Full session information and video available on successforce.com.TRANSCRIPT
Marketing on the Front Lines: Making Your Messages Work in the Field
Mark Cowtan
Gregg Johnson
Marketing II: Advanced Strategies
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per share, expected tax rate, anticipated shares outstanding, and concerning the potential market for our existing service 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, including our Form 10-K for the fiscal year ended January 31, 2007. 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.
Agenda
The problem: keeping your messages intact in the field
Case study and demo: Trapeze Networks
Benefits and tips
Q&A
We Operate in an Information-Rich World
Information is critical to the
economic success of:
- Countries
- Companies
- And even individuals…
Sales and marketing is no
exception
The Challenge is Managing Information Overload
Unstructured data doubles every 2 months
Unstructured Data85%
DocumentsSpreadsheetsPresentationsPhone CallsVideoEvery file on your desktop…
Business Information Breakdown by Type
Price listsROI calculatorsWebinarsProduct brochuresCustomer snapshotsCase studiesWhite papersAnalyst researchContract templates
Sales presentations Quoting toolsOrder instructionsTerritory mapsCompetitive decksRFP boilerplateCompetitive alertsDatasheetsTraining podcasts
Sales Reps Fight This Battle Every Day
Existing Solutions Don’t Work for End-Users
Legacy Content Management systems are too complex
The Internet
“It’s easy to find what I’m looking for on…”
My company’s Intranet
87%
44%
Corporate Intranets don’t work either
Desktop Content is Often Out of Date
Inaccurate quotes
Outdated branding
and positioning
Old contract terms
Lost deals +
diluted brand +
poor customer experience
Cluttered Sales Rep Desktop = Business / Compliance Risk
But This Doesn’t Just Hurt Sales Productivity…
… It Also Reduces Marketing Effectiveness
No Self-Service for Sales Hurts Marketing
Pre-ATM Post-ATM
As with the ATM, creating true self-service will free resources to focus on higher value-added activities
No Control Over Changes in Positioning
Evolving your brands and products…
…often results in a “mixed bag” of sales materials
No Reliable Channel to Get Field Feedback
…sales reps are getting real-time information from customers
While Marketing is usually at Headquarters…
How do you get feedback from
the field back to HQ?
No Marketing Visibility into Content Needs
No data on actual content consumption and usage
No mechanism to assess content quality
No structure for the field to request updated or new content
Blind decisions on what content to develop or improve
Diagnosis: Not an Ideal Situation for Anyone
Low sales effectiveness
Low sales productivity
Limited sales knowledge sharing
No true “self-service” = phone calls + email
Outdated branding and positioning
Missed opportunities to get front-line feedback
Poor investments in creating new content
Marketing
Sales
About Trapeze Networks
• INDUSTRY: Wireless Networking Infrastructure
• EMPLOYEES: ~250
• GEOGRAPHY: Global
• # USERS: 103
• PRODUCTS USED: SFA, Content
Global provider of Enterprise-grade Wireless LAN equipment. Trapeze is highly rated by industry analysts for its Smart Mobile intelligent switching architecture.
Trapeze Smart Mobile is optimized for voice over wireless, and delivers superior scalability and resilience for mission critical applications.
Organizing Content Logically
Where does a competitor’s data sheet belong?
Where does your competitive briefing belong?
Most marketing tools belong in multiple places
Folders are out Tags are in
Ensuring People Have Latest Material
Sales groping around for latest content Version control / version awareness problem Daily emails asking for content they can’t find
Publishing on “Intranet" not real-time enough Time consuming and costly to review Agonizing delays to get anything published Easy to put off, then forget to publish
Intranet invariably falls into neglect Sales rapidly lose confidence in freshness
Distribution Through Email Doesn’t Work
PowerPoint file sizes keep
getting fatter! Waste time battling with email
barriers
Spam filters are a barrier to productivity
Email announcements often get ignored“Don’t need it right now” syndrome
Imagination (Marketing) Can Use
Sales amplifying your messaging
Self-service –theory becomes reality
Complete visibility into content usage
A real-time channelfor field feedback
Best materials rise to the top
Corporate Content Management Meets YouTube
Bringing the Wisdom of Crowds to Sales and Marketing
RateSubscribeShare Tag
We’re Using the Best of the Consumer Web
PowerfulKeyword Search
TagContent
Filter Search Results
Rate andReview
Create Custom Alerts
Preview Content
Product Demonstration
Deployment at Trapeze Networks
~1 week to prime system with content
Initial planning of tags and classifications
~250 marketing and support documents loaded
10% of documents refreshed in the process
~ 1 day to train 40 sales and 10 authors
Multiple 30 min online training sessions
Avoided $2000 in planned intranet updates
Lessons Learned Thus Far
Planning Tag/Classification lexicon really helped Minimized thrashing / going back to reclassify docs
Test the profiles and privileges BEFORE training Oops, can't see the app – no biggie – easily fixed!
Limiting options, helps you focus on core benefits Don’t turn on all the bells and whistles day one
Launch around a major event, to jump-start usage Get new product materials from CONTENT
Initial Response at Trapeze Networks
Everyone grasped the concepts easily Searching, Filtering, Tagging, Comments, Ratings
Positive feedback about ease of use / features Really excited about comments feature Document previewing – YEAH! Many want permissions to publish own content Geographic needs for private workspaces
Optimism about time savings, less frustration Anticipate minimum 2 hrs/month/person savings
Use Content to Bridge the Sales-Marketing Gap
Happier, More Productive Sales Reps
Messaging as You Dreamed It
Real-time, Front Line Feedback
More Marketing Resources, Invested
More Efficiently
From Lose-Lose… …to Win-Win
Tell Your Colleagues Back Home
Marketing Library for Campaign Materials
Resource for Service / Support
Shared Space for Remote Services Teams
Human Resources Forms and Policies
Repository for Customer Contracts
Knowledge Management
Product Availability
Available to a limited number of customers
beginning in December
If interested:
See your AE, SE, or CSM
Stop by the Salesforce Content demo booth
Contact a member of the Salesforce Content team
To Discover More…
www.salesforce.com/content
Gregg [email protected]
Mark [email protected]
Campground Map
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