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

Facebook

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!