Product Marketing, the Salesforce Way Jim Sinai
Senior Director, Product Marketing
AppExchange & Platform Marketing
@jimsinai
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Use to
introduce a
demo, video,
Q&A, etc.
The presentation focuses on PRODUCT MARKETING
Every Sales Cycle Pretty Much Leverages the Same Five Assets
Product Demo Video
Live Demo & Script
Datasheet with
Features
A “First Call” Deck
Customer Success
Stories
Start & Stay Relevant
Use to
introduce a
demo, video,
Q&A, etc. Position Your Company, First.
Our Mission: Cloud Computing Driver, Catalyst & Evangelist
Mainframe
Client/Server
No Hardware/Software
Subscription Model
Automatic Upgrades
Constant Innovation
Enterprise Cloud Computing
Today 1960s 1980s
1%
Time Equity
Product
588,000+ Hours
Service
$55M+ Grants
20,500+ Non-profit
Organizations
1/1/1 Model
Adopted by
Benefits of Multi-Tenant Cloud Computing:
Enterprise
Cloud Computing
Fast Easy Open Flexible Trusted
No Hardware
No Software
Automatic Upgrades
Scalable
Any Device
Data Portability
Transparency
Real-time Status
App Marketplace
Extensible
Use to
introduce a
demo, video,
Q&A, etc.
Promote the future, while being mindful of the present.
1999: The End of Software
• David (salesforce.com) vs. Goliath (Siebel)
• Differentiate, differentiate, differentiate
2006: The Consumer Web
2010: A Fundamental Shift in Cloud Computing
Easy . Fast . Low Cost Social . Mobile . Open
2013: Third Wave of Computing “Internet of Things”
LAN/WAN
Client
Server
Millions
SNA
Mainframe
Terminal
Thousands
LTE
Cloud
Social . Mobile . Cloud . Connected
50 Billion Connected “Things”
Behind every is a customer. thing
Build a Little Drama
Companies are Unprepared to Build Next Generation of Apps
2/3 of companies feel
unprepared for the social
& mobile world
IBM Study of 1,700 CMOs
“From Stretched to Strengthened”
Unfortunately, Most Companies
Don’t Know Their Customers
66% of companies lack an
in-depth understanding
of their customers
IBM Study of 1,700 CMOs “From Stretched to Strengthened”
“App Gap”: Difficult to Build Customer Apps
Complexity of form factors
Limited number of developers
Multiple operating systems
Multiple platforms
60%
40%
20%
Perc
en
t of
Re
spo
nd
en
ts Mobile apps
are critical
Mobile apps
deployed
Economist Study of 1,300 Global Executives “The State of the Customer-Led Economy”
“App Gap”
have
deployed
apps 1/2 <
Create Superheroes
The C-Level Hero Explosion
Branded social intranet built mobile first
Key business metrics customized for each ‘teammate”
Chatter collaboration for every department
Business users update content in real-time
Virgin America Connects Every Employee with a Social Intranet
“Salesforce is an incredible way to strengthen our culture.” - David Cush, CEO
Largest U.S. Online Job Site: More than 24M users/month
Reps were frustrated and wasted time on aging CRM systems
Sales Accelerated with 1,000 reps on Sales Cloud and Data.com
Reps save 4 hours/week, worth $8M annually
“Our reps save hours each week with Sales Cloud.”
Careerbuilder Powers Sales Team Productivity
Lindsey Nelson, VP Sales Productivity
Integrated mobile apps deployed to increase productivity
10,000+ mobile users
Increased adoption rate while decreasing costs
ADP Mobilizes Their Sales Team with Salesforce
“Salesforce helps us connect more closely with our 600,000+ customers.” - Dan Page, VP Sales Automation
Grow Your Business Along Every Major Metric
Average Percentage Improvements Reported by Customers Source: Salesforce.com Customer Relationship Survey conducted March 2013, by an independent third-party,
Confirmit Inc., on 5,200+ customers randomly selected. Response sizes per question vary.
Lead Conversion
+38%
Sales Productivity
+36%
Forecast Accuracy
+45%
Win Rate
+26% +28% Sales
Salesforce.com Customers Growing 48% Faster
Fortune 500 Non-customers Fortune 500
Customers of Salesforce.com
+48% faster growth
Source: Salesforce.com analysis
18% Growth
14% Growth 15% Growth
15% Growth
20% Growth
21% Growth 33% Growth
Annual growth averaged over 3 years.
18% Growth
Use a Framework
Great Stories Have Common Attributes
Strong Title Key Thesis Main Character Logical Flow
of Ideas
Memorable
Supporting
Details
Conclusion or
Call to Action
Example: NY Times Editorial
Main
Character
Supporting details
Thesis
Strong Title
Logical flow of
ideas
Presentations Contain the Same Concepts
Title
Logical flow of ideas in slide
titles Main character
Supporting Details
Thesis
Problem: Writing Your
Flow From Scratch…
In Other Arenas, the Answer Is a Framework
Intro (20 sec)
Verse 1 (20 sec)
Bridge (5 sec)
Chorus (15 sec)
Verse 2 (20 sec)
Bridge (5 sec)
Chorus (15 sec)
4-5 minute song
Repeat
1. Pain-Solution
2. New Idea
3. Springboard Story
4. Best Alternative
5. Outline
Common Story Frameworks:
Pain-Solution Overview
1 Problem Your customers are using social channels and mobile devices for customer
service
2 Impact Your company is disconnected from your customers on these channels and
devices
3 Solution The Service Cloud connects your company to your customers on any channel
4 Benefit Increase customer satisfaction with the Service Cloud
5 Proof points Activision is servicing millions of gamers 24/7 with Service Cloud
6 Call to action Try service cloud today at www.salesforce.com/service
New Idea Overview
1 New Idea Internet is Disrupting Every Aspect of Business
2 Application Creating a New Cloud Computing Model for Business Applications
3 Impact Cloud Drives Higher Success at Lower Cost
4 Implication for
listener Companies That Embrace the Cloud Are Outperforming Competitors
5 Proof points Example: Charles Schwab
Show Your Product
In Most Industries, Product Photography is Priority #1
A Great Screenshot Can Be Incredibly Powerful
Screenshots are your product
photography. Make them
#awesome.
Can help tell a story, feature &
solution all-in-one
6 Make Your Assets Sharable
General Sharing Rules
Put everything on your website:
Gated: product demos and middle funnel assets for leads
Un-gated: customer stories, basic datasheets
Stuff on your website should also live in social silos:
YouTube
Slideshare
Track everything- views, form completes, shares, etc.
Check out the new Partner Community
https://partners.salesforce.com/
Connect with Partners in the Partner Zone
The Westin Hotel, Market Street 2nd Floor – Metropolitan Ballroom
INNOVATE with the leading technology
• Demos of new Salesforce technology
CONNECT with members of the partner community
• Partner Community Theater
• Networking areas
• Welcome reception and daily lunch service
GROW your business with resources
• 70+ partner-specific sessions
• ‘Ask the Experts’ consultation stations
AppBash 2014 on Wednesday Night!