The enterprise presents a huge opportunity for ISVs, app developers, and entrepreneurs. Check-out these slides to learn how you can build commercial apps on the Salesforce Platform and partner with salesforce.com to build the next big app for business.

1. ENTREPRENEUR TRACK
Build the Next Big App for the
Enterprise
# elevatesp

2. J. George Hume
Strategic Channel and ISV Account Executive
Latin America and the Caribbean
• 6 years working with salesforce.com
Partners in Latin America
• First Latin America Partner Account Manager
• Entrepreneur
Your MC for Today

3. How to Remain Engaged Today (& Beyond)
Follow the conversation:
#elevatesp
Português? Fale com:
@larimaryprairie
Ask
Questions!
Join the program: salesforce.com/partners/isv

4. THE ENTERPRISE OPPORTUNITY
Leyla Seka
VP, AppExchange and Partner
Programs, salesforce.com

5. #elevatesp
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 intellectual property and other litigation, risks associated with
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-Q for the most recent fiscal quarter ended April 30,
2011. This 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.

6. #elevatesp

7. #elevatesp

8. #elevatesp

9. #elevatesp

10. #elevatesp

11. #elevatesp

12. #elevatesp
2:20 :40

13. #elevatesp
Innovative Companies are Adopting Apps
60%of Fast Company’s
50 Most Innovative
Companies are Using the
AppExchange

14. #elevatesp
Industry Leaders are Adopting Apps
70%of the Fortune 100 Have
Installed an
AppExchange app

15. Partners Large and Small are
Building Big Businesses

16. #elevatesp
4 of the Top Ten
Most Popular Apps Come
From Companies with Less
than 25 Employees

17. #elevatesp
The #1 Installed App
= 12 Employees

18. #elevatesp

19. #elevatesp

20. #elevatesp

21. #elevatesp
Top AppExchange Search Terms

22. #elevatesp
Top Customer Requested Apps

23. $10B
Partner Revenue
900K
Apps

24. $11,111
Per App

25. #elevatesp

27. #elevatesp

28. Soft Launch Free Pilots Act on Feedback

29. Identify Influencers Encourage Reviews Seed the Community

30. Clean Value Prop Crisp Demo Killer Content

31. Be Responsive Frictionless Trials Over -Communicate

32. User Groups Events DeveloperForce

33. #elevatesp

34. ISV Partner Spotlight:
Building Loyalty in the Cloud
MODERATOR:
Larissa Prairie
ISV Account Executive
Latin America and the Caribbean

35. Sanjay Agarwal
CEO
Valuenet

36. THE FASTEST PATH FROM IDEA TO APP
Seb Costanzo
Director, Technical Evangelism

37. #elevatesp

38. #elevatesp
Mobility
Collaboration
Social UX
Network Effects
Interoperability
Innovation

39. #elevatesp

40. #elevatesp
Tablestakes

41. #elevatesp
Global Data centers
60+ Billion
Transactions per qtr
True multi-tenancy

42. #elevatesp
Declarative Tools or...
Write in any Language
APIs
Search
Identity
Security & Sharing

43. #elevatesp
Tablestakes
Leverage
INFRASTRUCTURE application mobileSOCIAL BUSINESS

44. #elevatesp
Profiles
Feeds
Status Updates
Groups
File Sharing
Approvals

45. #elevatesp
Hybrid or HTML5
SDKs
Enterprise Container
Touch

46. #elevatesp
Marketplace
Turn-key Trials
License Management
Billing
Upgrades

47. #elevatesp

48. #elevatesp
CRM
Extensions
ServiceMarketing
IT & Admin
Collaboration
Other

49. #elevatesp

50. #elevatesp

51. #elevatesp

52. #elevatesp

53. #elevatesp

54. #elevatesp

55. Partner Portal: Demo & Tips
June 2013
Sebastiano Costanzo
Technical Evangelist
Latin America and the Caribbean
@partnerforce

56. Plan for Success
June 2013
J. George Hume
Strategic ISV Account Executive
Latin America and the Caribbean
@partnerforce

57. #elevatesp
Partner Success = Customer Success
#elevatesp

58. #elevatesp
Build Distribute SupportSellPlan
Today: Five Phases of Your App

59. #elevatesp
Continue the Conversation
@partnerforce
@larimaryprairie
p.force.com/blog
/salesforcepartners
/partnerforce
salesforce.com/partners/isv

60. App lifecycle

61. #elevatesp
Pass Security
Review
Launch App
Build Distribute SupportSellPlan
Successful Testing
Renewals
Closed-Won
Opportunities
APP Partner Lifecycle Milestones
Signed Partner Agreement
Technical Review

62. #elevatesp
Planning Takes Vision & Resources

63. #elevatesp
Account Executive (AE)
Technical Enablement (TE)
Know Your ISV Team
 Validate Your Planned Approach
 Layout Your Partnership Options
 Develop Your Go-to-Market Plan
 Technical Review

64. #elevatesp
www.salesforce.com/partnerportal
YOUR CONTENT HERE
Just change the background layer
(right-click > arrange)
Partner Portal Is Your Key to Success

65. #elevatesp
p.force.com/appacademy
Take the APP Academy
 Free training for ISV partners
 Best practices by role
 Videos, Checklists, FAQ’s
 Train-the-trainer

66. #elevatesp
Key Resources
developer.force.com www.appexchange.com
help.salesforce.com ISVforce Online Guide
p.force.com/guide

67. #elevatesp
Just Remember 2 Things…
resources relationships

68. #elevatesp
Build Distribute SupportSellPlan
Let’s Get Started
salesforce.com/partners/isv

69. Buildfor Success
June 2013
Reid Carlberg
Principal Developer Evangelist
@partnerforce

70. Decision Points for Successful Design

71. Who Are You Selling To?
New Users?Existing Salesforce Users?
• Beneficial to CRM users
• Typically across industries
• No dependence on CRM
• Often targets vertical market

72. What Are You Building?
• eSignature, Email Marketing, etc.
• Extend Salesforce CRM
• Standard + Custom Objects
• Accounting, Supply Chain, etc.
• No reliance on Salesforce CRM
• Custom Objects Only

73. Architecture models

74. Two Fundamental Architectures
native hybrid

75. Why Would I Choose Native?
• Simplicity
• No infrastructure to manage
• Focus 100% on your app
• Multi-tenancy baked in
• Built-in distribution services
• Seamless integration with
Salesforce and AppExchange apps
• Not suitable for all use cases
upside downside

76. When Is Hybrid Best?
 Phased approach to re-platform on force.com
 Specialized service not a good fit for force.com
 Large, complex/long-running calculations
 Storage-intensive solution
 Specialized integration with on-premise systems

77. Are There Tradeoffs To Hybrid?
• Flexibility
• Re-use existing IP
• Leverage existing developer skills
and tool sets
• Complexity
• You have to maintain
infrastructure
• Multi-tenancy not guaranteed
• Distribution services are your
responsibility
• Trial experience more
challenging
upside downside

78. Licenses & editions

79. License Types for Internal Users
WhatObjects does your app
need access to?
Do you need crm functionality?
Example:Campaign,case or opportunity
management?

80. License Types for External Users
Will your customer’s
customers need access
to your app?
What kind of sharing is needed
internally and externally?
Howmany external
users are expected?

81. How Do I Decide Which Salesforce
Edition to Support?
Fewer features & objects than
Enterprise & Unlimited
Which means NO:
Workflow, Record Types, Custom
Layouts, Custom Profiles, API, etc.
Workflow, Page Layouts,
Record Types, API are available
Group & professional Enterprise & unlimited

82. How Do I Support Multiple Editions?
Group &
Professional Edition
Enterprise &
Unlimited Edition
Answer: Base Package + Extension Package

83. Remember Your Resources
p.force.com/architectArchitect Core
Resource Library
developer.force.com/gettin
gstarted
p.force.com/guide
ISVforce Online Guide

84. Security review

85. Why Is There a Security Review?
• Mandatory
• Enterprise grade
• Application focused
Trust is priority #1

86. What’s in Scope?
Client and
Mobile Apps
Web
Applications

87. developer.force.com/security
• Secure Coding Guidelines
• Secure Coding Library
• Security Self-Assessment
• Partner security office hours
• Force.com Security Code Scanner
• ISV program partners receive a free
web application scanning tool
license
Secure Cloud Development Resources

88. Need More Help?
• Force.com discussion boards
• developer.force.com/security
• p.force.com/security
• @SecureCloudDev
• ISV Office hours (book online)
• securecloud@salesforce.com

89. Distribute for Success
@partnerforce
June 2013
Reid Carlberg
Principal Developer Evangelist

90. Distribute Like Salesforce
• AppExchange
• Free trials
• Your branding

91. The Power of the Platform: Metadata
Objects
Metadata for
Custom Objects
Fields
Metadata for
Custom Fields
Data
Storage for Custom
Object records

92. Package: Your Solution & Metadata
Your data model (objects, fields, etc.)
Your classes, triggers, and pages
Managed Packages
• IP protection
• License management
• Trials
• Branding
• Upgrades
• Support Tools

93. Distribution with Packages
Objects
Fields
Data

94. Remember Packaging Best Practices
 Understand what can be packaged and upgraded
 Most components are automatically added
Don’t forget to include those that aren’t!
 Use package install scripts
Automate the installation process
 Complete your AppExchange listing
This is your brand!

95. 2 Great Ways to Distribute Your App
Your Company Website

96. Customers Love Free Trials
Trialforce
Template
Customer
Your Company Website
Your
Logo

97. Remember Free Trial Best Practices
 Create multiple trial experiences
One for each vertical, industry, etc.
 Relevant sample data
 Brand the trial experience
 Use trials for demos and testing

98. Sell (& MARKET) for Success
June 2013
Leyla Seka
Vice President Appexchange and Partner
Programs
@partnerforce

99. #elevatesp
Our Sales Playbook Is Open

100. #elevatesp
Cloud Sales Strategies
New School
Internet Sales Professionals
Old School
Prospect, Sell, Close
Old School Cloud Selling
Prospect, Sell, Close Dedicated Teams (SR, EBR, AE)
Chase All Leads Lead Qualification
Cold Calling Referral Selling, Email Mktg
All or Nothing Seed & Grow
Paid Pilot Free Trials
FBS (Feature Based Selling) Million Member Sales Team
Hit and Run Customer Success

101. #elevatesp
Sales
Qualified Leads
& Opportunities
Selling… Customer Success
Organic &
Marketing Leads
Sales Rep
(Inbound)
Leads
EBR
(Outbound)
Customer Success
New
Customers

102. How Do You Drive Demand?

103. Build Your Message: Understand Your Value
 Articulate value with
your message
 Features are part of
your product, but are
not your message

104. Generate Killer Content That Inspires Interest &
Action
People don’t buy
what you do…
… they buy why
you do it.
- Simon Sinek

105. Take Advantage of the AppExchange
 Optimize your listing
 Know your audience
 Educate with content
 Engage with reviews
 Make it easy to buy
 Measure & iterate

106. Events Drive Thought Leadership & Lead
Generation
 Meet people
 Have conversations that
matter
 Go in with a full event
strategy
 Don’t forget side-meetings
or post-event happenings

107. (Good) PR Is About Building Awareness

108. Social Advertising Expands Your Reach
 Show your playful side
 Learn how your
customers think

109. Your Customers Are Your Best Marketers
Stories are more powerful than explanations

110. Remember: Marketing Drives Demand
 AppExchange
 Events
 Public Relations
 Social Media
 Customer Stories
Get Expert Advice During
Office Hours with Partner Marketing

111. 5 key tips to optimize
your appexchange listing

112. • All new design for easy
access
• Optimized for mobile
• New organization by
category, industry and
collection for easier
discovery of apps

113. Best Practice #1: Billboard with Banners & Tiles
NOT

114. Best Practice #2: Know your audience for
messaging
•Concrete benefits
•Feature level differentiation
•User interface emphasis
Aloha voice:
•Conversational
•Direct
•Concise

115. Best Practice #3: Educate with Screenshots & Videos
• Include call-outs on
screenshots
• Videos less than 2
minutes
• Clear workflow

116. Best Practice #4: Engage the Community with Reviews
• Proactively request reviews
• Engage & respond to feedback

117. Best Practice #5: Make it Easy to Buy
• 30-day free trial
• Provide pricing detail

118. Best Practice #6: Measure Success and Iterate

119. Questions?
Review the Marketing resources on the Partner Portal
• http://p.force.com/marketing
Join Partner Marketing Office Hours
• Thursdays at 10AM Pacific

120. Support for Success
June 2013
Reid Carlberg
Principal Developer Evangelist
@partnerforce

121. Understand the Formula for Success
Release/supportstrategy
+ isvforce Technology
Customer success

122. Be “In the Loop” with our Release
 All release information is in the Partner Portal (login)
 Know your Release Dates
 Don’t overlap Salesforce releases
 Test, test, test!
 Listen to your customers

123. Org with Your Package
Sandbox Testing Is Essential
Vanilla Org
Current Release Partner Enterprise / Platform Edition Org
1 monthbefore Salesforce Release
Pre-release test

124. Major Updates Deserve a Push
 Push major versions directly to any subscriber, not
just in patches
– Solves for subscribers being on multiple versions
 No separate patch org!
Very Powerful, Exercise Caution!

125. Support Tools & Programs
Subscriber Support Console
 Login as a Subscriber
 Real Time Visibility Tools
Apex & Visualforce Tools
 Subscriber-side debugging
 Notification on unhandled Apex errors
Partner Support Resources
 Cases via Partner Portal (@Partnerforce)
 Optional designated support analyst
 Per-incident based support option

126. If You Only Remember 3 Things…
 Communicate Support Policies on
your AppExchange listing
 Stay “in the loop” on our releases
 Take advantage of our support tools

127. ISV Partner Spotlight:
Building Loyalty in the Cloud
MODERATOR:
Larissa Prairie
ISV Account Executive
Latin America and the Caribbean

128. Giovani Amaral
CEO
Sofit

129. #ENTERPRISE APPS:
INVESTMENT TREND REPORT
MODERATOR:
Diego Remus
Partner
Startupi
Guilherme Cohn
Partner
Confrapar
Vitor Andrade
Operations Manager
Start-up Brasil
Rafael Duton
Partner
21212
Robert Janssen
CEO
Outsource Brazil

131. Today’s Panel
MODERATOR:
Diego Remus
Partner, Director, Editor
Startupi
Guilherme Cohn
Partner
Confrapar
Rafael Duton
Partner
21212
Vitor Andrade
Operations Manager
Start-up Brasil
Robert Janssen
CEO
Outsource Brazil

132. Wrap-Up
J. George Hume
Strategic ISV Account Executive
Latin America and the Caribbean
@partnerforce

133. Today we covered the
app lifecycle

134. Pass Security
Review
Launch App
Build Distribute SupportSellPlan
Signed Partner
Agreement
Successful Testing
Renewals
Closed-Won
Opportunities
APP Partner Lifecycle Milestones
Technical Review

135. Continue the Conversation
@partnerforce
p.force.com/blog
/salesforcepartners
/partnerforce

136. Build Distribute SupportSellPlan
Join Us: Let’s Get Started
salesforce.com/partners/isv

137. #elevatesp
THANK YOU