Académique Documents
Professionnel Documents
Culture Documents
x ox oo
xx
Selling To Salesforce Playbook
2015
oo x o
x x ox ox
Playbook Use Guide
This playbook contains dozens of valuable links. Follow the steps below to
maximize this tool.
• Access Required!
1. Partner Community: go [Here] and select ‘Sign Up’. If you have trouble go [Here]
2. Online Training: sign up [Here]
Playbook 3. Partner Sales Aid: go [Here]. If you have trouble go [Here]
Use Guide
• Tip – To Return to the prior slide, right-click and choose ‘Last Slide’
• Action Item
• Download this document. You’ll be completing a cheat sheet to share with Salesforce AEs as
you move through this playbook
• Legend
These icons will take you to This is a hyperlink, it will take you
another slide in the playbook [Here] to an external website
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.
VISION SLIDEto catch the eye of Salesforce AEs? Are you
Are you trying
frustrated by the lack of response? And, do you have a killer
app?
If those questions hit home, you’ve come to the right place.
Consider this deck the holy grail of AE matchmaking.
We’ve designed this guide to help you understand how our AEs go to market and
what you can do to gain mindshare.
It'll provide you with a comprehensive toolbox of resources to message effectivily
moving forward.
#1 100k+ $2B
Successful Customers
CRM Company Across In Revenue
- IDC All Industries
“ There are over 2.8K applications on the AppExchange. Building a relationship with the Salesforce
account teams is one of the most productive ways you can go about growing your business.
Learning Path – Table of Contents
Step Know your Step Know your Step Know your Step Build Your
01 Customer 02 Product 03 Facts 04 Sales Kit
START LEAD
Step
01 Know Your Customer
Go here for a
Know Your Customer sample report
template.
Define Your Target Demographic
Salesforce has over 100,000 customers. Understanding, where you win, will help you target not only the right companies
but the sales reps who align with them.
Sharing this information will also make it easier for our AEs to recognize an opportunity when they see one. If you
narrow down the field, they’ll be far more likely to take action. We’ve included nine categories to consider below.
What’s a SIC CODE?: SIC stands for Standard Industrial Classification, they’re 4-digit numerical codes assigned by the
U.S. Gov to companies to identify the primary business of the establishment. The are 11 divisions, that are divided into 83
2-digit major groups, that are further subdivided into 4156 3-digit industry groups, and finally disaggregated into 1k 4-digit
industries.
Know Your Product
Step
02
Pro tip: Successful AEs impress customers with an in-depth understanding of their businesses and industries.
Share relevant experience you or your company has in the form of winning strategies, content, and customer
success stories to help connect with your prospects.
Step
03
• Pull your sales data from the last few years • Research territories next to those where you have wins
• Ask your Salesforce partner account manager for a report if • If you haven’t sold much in your patch, promote the
you lack access. success of others in similar segments
• Look for patterns and connections • White Space = your golden ticket to gaining mindshare with
• Where are you trending in regards to market segments, Salesforce AEs
verticals, and territories?
• The EBU team has a dynamic list of under penetrated
• Who are the SFDC team members that align to those accounts called the T30, and the CBU has used a list
customers? called the Kapture 100 in years past
• Have you worked with an SI in the past? See if they can make • Once you establish a relationship with an AE, you can
introductions for you ask them directly for their whitespace customers
Define your target demographic, and document your industry SIC codes
Be able to succinctly state your application’s value proposition
Analyze your sales data for the last two years. Look for patterns and potential
Salesforce networking targets
At the very least, have the following in your sales kit: customer story, pitch deck,
application one pager
Lastly: complete the ISV portion of the cheat sheet on the next slide
Sales Kit: Part 1
Download the cheat sheet template and
complete the highlighted sections
Steps:
1. Add your logo and insert the month and year
2. Add your company name next to ‘Elevator Pitch’
3. Elevator pitch - Write two to three sentences that
describe what you do and where you play
• They should be concise and conversational
4. Key results–how does your product benefit Salesforce
customers?
• In the notes area, tell us the time frame or market for
each metric
• Include metrics that will appeal to an SE and
Customer Success Manager, not just an AE
Part 2: Know Salesforce
To successfully sell to/with Salesforce, you’ll need to speak our language.
There are oodles of resources that you can use to get up to speed on our
brand, corporate messaging, products and sales methodology. This section will
walk you through the options, outline need to know facts, and give you some
pretty cool ways of analyzing your company’s historical sales data.
Step Know Salesforce’s Step Know Salesforce’s Step Know Salesforce’s Step Know Your Key
01 Language 02 Products 03 Org Structure 03 Players
START LEAD
Know Salesforce’s
Language
Step
01
Helpful Resources
Know Salesforce’s Language First, get yourself to the Partner Community. It should be
your #1 resource for all things Salesforce
Research our culture and how we go to market Here are a few links to get you started:
• Learn the Aloha Language here • Partner Sales Aid (go [Here] for access instructions)
• Be Conversational, Be Direct, Be Concise • Battle Cards, 1st Call Decks, Data Sheets, Best
Practices, Videos
• Watch this video for inspiration
• Notice how Salesforce speaks with pictures and try to
• Webinars and Events
present your story in a similar fashion. • Partner Office Hours
• Be prepared to whiteboard your elevator pitch • Join a Partner User Group
• Be able to speak to trending topics at Salesforce • Partner Newsflash
• Mobile, Analytics, Security, Customer Centricity Additional Resources to Consider:
• Dreamforce material is an excellent resource for this • Salesforce Industries
• Interested in targeting a specific vertical? Go here to • Salesforce Blog (you’ll find our eBook catalogue here)
learn about the industries that Salesforce targets • Salesforce YouTube Channel
• Familiarize yourself with our acronyms and our platform *Need help accessing the Partner Community? Go [Here].
terminology
Step
02 Know the Salesforce Products
Log into the Partner Community, apply for a Partner Training login, and then click the clouds below
to learn more about how we go to market
Step
02 Know the Salesforce Products
The Sales Cloud has four primary editions — make note of what your customers are buying
• ISVForce Apps:
• Can only sell to existing Salesforce users Performance at Unbreakable
Scale Customizations
• Extends Salesforce CRM
• Connect to standard CRM objects
ESB
Sales Org Overview
Step
03 Enterprise Business Unit 2000 Named Accounts Global Account Manager
(EBU) (10,000 + employees)
Salesforce AMER
ECS AE
GB + SAE
Mid Market
(101–500 employees)
Corporate Business Unit
(CBU)
SMB
(21–100 employees)
Distribution ESB
(1-20 employees)
Financial Servics
Public Business Unit
Healthcare + Life Sciences
Engagement Model
for MM, CBU and
EBU Accounts Account Executive Sales Engineer
Customer Success Manager
Relationship
Sales
Contracts
Team
Add-On Licenses
Owns
New Product Demos Program Architects
RVP Co-Prime (technology expertise + thought leadership)
Cloud Specialists
Product Adoption
Customer Release Readiness
Success
Renewals
Group
Governance
Owns AVP Go To Market RVP
Customer Success Executive
Technical Escalations (Salesforce program and best practice expert)
Now, Let’s Take A
Closer Look at What
Makes the Salesforce
Players Tick
Account Executive Claire: AE
Account Executive
Responsibilities
• Grow ACV through upgrades,
s new products, and
expanding into new areas of business
• Goal is to be a trusted advisor + change agent
Cares About
• $$$! CBU AEs carry a $1.3m+ annual quota
• Closing deals quickly and efficiently
• Surpassing quota every EOQ and EOY (January 31st)
• Being knowledgeable about her territory. Help our
AEs feel in control by keeping them informed.
What Does Success Look Like?
• White space penetration
• Solution selling
• New logos
• Customer retention
Sales Engineer Michael: SE
Sales Engineer
Responsibilities
• Analyzing a customer’s sdata needs
• Suggesting Salesforce and ISV solutions that solve
the customer’s pain points
Cares About
• Dependable products
• Product updates and technology roadmaps
• Integration capabilities and requirements
What Does Success Look Like?
• Successfully interpret a customer’s needs and
supplying solutions that fit them
• Well versed on the particulars of ISV applications as
well as Salesforce products
CSM Steve: CSM
Customer Success Manager
Responsibilities
• Increasing customer’s productivity,
s product
adoption, time to value, and ROI
• Customer-specific implementation and adoption
plans
• Detailed release planning and customer workshops
Cares About
• Growing account revenue by identifying new
product opportunities; paid only on Salesforce
products
• Introducing new departments, new use cases
What Does Success Look Like?
• Increased renewals – lower attrition
• Few red accounts
• Customer retention
RVP Matt: RVP
Regional Vice President
Responsibilities
• Grow team’s ACV throughs upgrades, new products,
renewals, and expanding into new user groups
• Manage conflict within the patch
• Coach AEs on best practices
Cares About
• Growing ACV and the team’s skillset
• Finding unique ways driving new revenue with
existing and new customers
• Surpassing quota every EOQ and EOY (January 31st)
What Does Success Look Like?
• White space penetration
• Conflict resolution
• A team that’s well connected with their customers
and the Partner Community
GTM Jamie: GTM
Go To Market RVP
Responsibilities
• Set partner strategy forsSalesforce account team
engagements
• Plan demand gen. activities with partners that drive
revenue
• Strategic partner account mapping
Cares About
• Partner’s historical sales data for their patch
• Existing SI and Salesforce relationships
• Easy to understand partner messaging
What Does Success Look Like?
• Working with partners who are eager to penetrate
our whitespace, speed up the deal process, and
bring in new logos
• Bringing sales + partners together for deal pursuit
Part 2: Key Takeaways
#1 Know Salesforce: #4 Be Cognizant of Our Fiscal Timeline + EOQ
Familiarize yourself with the Aloha Language: Be Priorities:
Conversational, Be Direct, Be Concise. You’ll find it Our fiscal year begins on February 1. The last week of
represented throughout our collateral. It’s a major every month is treated like it’s the end of the quarter. If you
component of our company culture. deal is expected to close at the end of a month, quarter or
#2 Access The Partner Community: year, stay in close communication with the AE.
The Partner Community is a treasure trove of information, #5 Get to know your Salesforce team:
including best practices, event notifications, and peer-to- Each player on our sales team views success differently.
peer collaboration. Be sure to sign up for the Newsflash Make an effort to understand what makes each of them
email. tick. If you’re successful at being a resource for them, they’ll
#3 Learn Your Elevator Pitch be far more likely to return the favor.
2015 is the year of the whiteboard for Salesforce. AEs are KEY RESOURCE
trained to give their elevator/1st call pitches without the
use of PowerPoint. We strongly recommend that you do Partner Sales Aid + Online Training:
the same. Learn about our products + positioning.
[Here]
HALT!
Before moving on to the next section, complete the tasks below.
Gain access to the Partner Community and the digital sales aid
Familiarize yourself with our communication style and the platform vernacular
Practice white-boarding your elevator pitch
Be able to communicate how your product compliments our product clouds
Understand where your customers falls within our market segmentation
Familiarize yourself with the different data points that make our sales team
members tick
Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 2
Download the cheat sheet template and
complete the highlighted sections
Steps:
1. Acquaint yourself with Salesforce messaging and
our products using the slides and links in this
section
2. Product Features – add 5-10 bullets on what your
product does, how it compliments our technology,
and any other need to know facts about your
application
• Which clouds are you compatible with? Sales,
Service, Marketing?
• Include talking points that will appeal to an SE and
Customer Success Manager, not just an AE
Part 3: Networking
Now it’s time to use what you’ve learned about Salesforce and your application
to engage our sales teams. In this section, we’ll provide tips on crafting
irresistible introductory emails, as well as in-depth questions that you should be
prepared to answer.
You’re probably saying to yourself, “that’s all well and good, but how do I meet
Salesforce reps in the first place?” Fret not, we’ll cover that too. Read on.
START LEAD
Networking Best
Practices
Step
01
How to Hook Them Online
Networking Best Practices Get Creative, and Keep the Content Compelling
Where, when and how to engage our AEs in the field Social media
• Dreamforce + S1 World Tours: plan ahead! Take • LinkedIn [Best Practices] and Twitter
advantage of having leadership in town and secure
customer meetings or EBC’s. • Learn how to build the perfect social post [Here]
Message Hi Claire,
My name is Joe Smith. I’m an AE with AppABC covering
Focus on how the AE will benefit from working with you, then mid-market customers in the Bay Area.
move on to what it means to the customer. I’m working with John Watson (CTO) of 123Co, who
• Connect: if you don’t have the AEs contact info, send a similar recently installed our app into their Sandbox with the goal of
email to your ISV account manager asking for an introduction. moving to production in the next few weeks.
Or, @mention them on Chatter. I’d like to connect with you to discuss 123Co’s account plan
and sync our efforts to understand where we can drive
• Email exercise: make sure you can answer the questions in this higher Chatter adoption and additional licenses.
document before reaching out to a Salesforce AE. Choose the
most compelling answers to include in your introductory email Our app drove $1m in ACV last year for five different AEs.
Let’s get a win in your patch as well!
• In short: tell the story, keep it concise, conversational, and
direct. You can use this hyperlink to help you How’s next Wednesday between 2-4pm PST?
• Collateral Exercise: use this document to craft a FAQ sheet Thanks!
specific to your patch (even if your company has provided one). Joe Smith
The more detail you offer the better it’ll save you time in the long Attach a
run. Cell: 415-515-5555 customer story
• Resource: when an AE agrees to a meeting, come prepared or a one pager
with this list of questions, also available here about your app.
www.AppABC.com
APPABC AppExchange Listing
Sales Kit
Step
03
Salesforce ’ s Customer Stories
Maximize Your Sales Kit Making the most of your rectangle
What to bring to the table Keep the bullets Ask the customer for Show off your
short and sweet. a high quality photo. clean UI.
Words are necessary, but it never hurts to include engaging
collateral when messaging to our sales team.
Update your professional social media profiles to represent your current role.
Send invites to your existing Salesforce contacts
Check the Partner Community for networking opportunities
Craft an introductory email template and save it for future use
Take screen shots of positive AppExchange reviews and add them to emails and
pitch decks
Build at least one customer story slide featuring a deal in your patch
Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 3
Download the cheat sheet template and
complete the highlighted sections
Steps:
1. Familiarize yourself with the key sales team
players highlighted in section 2; AEs, SEs, and
CSMs
2. Read through the account mapping questions
in this document
3. Discovery questions– add four questions next
to each job title
• Consider their areas of focus and the points of
contact with whom they interact
• If they’re an existing customer, the Salesforce
team could help you expand your reach
Section 4: Promote Your Win
Congratulations! You now have an opportunity in the pipeline, but what happens
next?
Our AEs will often expect you to run point on the deal, and they’ll have little to
do with the process. That being said, they will want progress updates, and
they’ll expect the opportunity to be handled similarly to how Salesforce
manages deals.
In this section, you’ll learn about our deal process, some steps we take to
ensure customer success, and what you can do to promote your win with the
goal of landing more opportunities.
START LEAD
Deal Lifecycle Management
Step
01
How Our AEs Get Paid
Deal Lifecycle Management Many direct AEs are unfamiliar with the process,
so prove your know-how by walking them through
Makes for better alignment it.
1. At the start be sure to: 1. ISV sells their solution to a customer in their patch
• Communicate budget and timeline • Ask the customer for its Salesforce OrgID to ensure
• Clearly define swim lanes + identify rules of that your application is provisioned appropriately
engagement. Get started with this
2. ISV places an order with our Operations team
2. Our sales teams utilize a five step sales process.
1. Custom demo 4. ROI/business case 3. A new opportunity is created with the Salesforce AE as
the owner, and they receive a Chatter notification.
2. Data assessment 5. References
3. Trial • The process can take 24-48hrs
3. Options for customer engagement 4. That notification is called a
• Joint or independent sales call, corporate visit Note: once the AE gets their cha-ching, ask them for an
• Webinar invitation, unsolicited proposal account mapping session to review the rest of their territory.
Pro tip: Rome wasn’t built in a day. Becoming a household name with our AE team
takes time, effort, and a solid partnership.
Ensure Customer Success
Step
02
Customer Success Workflow
• Ask for permission to message the rest of their team • This gives you access to a broader community
Make sure that you have a good understanding of your implementation process and
timeline.
Look into your company’s customer onboarding process. Our AEs will want to know
what happens after the sale.
Have you won with Salesforce in the past? If so, ask the AE and his/her RVP for an
opportunity to present on the win.
Update your Chatter profile with your territory coverage specifics, and upload the
collateral documents that you use most often.
Lastly: complete the partnership portion of the cheat sheet on the next slide
Sales Kit: Part 4
Download the cheat sheet template and
complete the highlighted sections
Steps:
• Have you personally closed deals with Salesforce? If
so, add the logos here
• They’ll make great talking points!
• If your brag book has room for improvement, add
customers that fall into your geographic territory,
market segment and industry
• Pick two customers for which you have concrete
success metrics, and add them to the left-hand
column
Finally: once you’ve completed your sales kit cheat
sheet, start sharing it with our sales teams! It’ll prove to
be a valuable resource
Partner at a Glance
Sales Kit
• Review the action items on the four halt pages (links below – click)
Know
STAR Your
Business
T Learn: your value prop, 3 key Build your sales kit. Fill out this
benefits, main competitors partner overview document
Know
Know
Learnin Join and explore the Partner
Community [Here]
Know the benefits of being on
the SFDC Platform Salesforce
Salesforce
g
Alternative
Roadm
Journey
Short on time?
Walkap
Understand roles + org structure
through
Learn how to network in person Craft an impressive customer
this abbreviated Make
Network and via social media story [Here]
learning path. Contact
Winning!
SIC Code Industry Breakdown
01-09 Agriculture, Forestry, Fishing
10-14 Mining
15-17 Construction
20-39 Manufacturing
CUST2 CUS2_OEM FinServ 346789 60,000,000 50,000 EBU 2,300 Sara Smith Sacramento CA 5/03/2015
CUST2 CUS3_OEM HCLS 258965 20,000,000 10,000 MM 500 John Brown Los Angeles CA 8/02/2015
Best Practices:
• Look for trends in industries (SIC codes), locations, and market segments. Plug the data into charts (dashboards)
for better visualization.
• If you sell to non-Salesforce customers, be sure to note them as well. The Salesforce AEs are most interested in
targeting whitespace customers.
• Check to see if your company documents the Salesforce team members on each deal. Look for anyone who
aligns to your customer base.
• Consider both your areas of strength and weakness. If you’re just getting started, understanding where your
product wins will help you find the low hanging fruit.
Step
01
Aloha Language
Aloha Value Prop Examples Concise
BDR/ED Business/Enterprise BDR/EBRs are hunters/prospectors aligned to EBU + CBU Team that defines and executes go-to-market strategy (e.g.
GTM Go To Market
R Development Rep (Commercial) AEs selling, solution creation, field enablement)
Department that is responsible for customers post-sale.
CFL Customers For Life They make sure we have happy customers and that they IBU Industry Business Unit Vertical focused sales teams supported by strategic resources
renew.
Customer Success Group of accounts covering mid market sized companies. MM is
CSD Member of the CFL team MM Mid-Market
Director part of Corporate Sales.
CSE Client Services Executive Post-Sales CFL team member PAM Partner Account Manager Sales AE aligned to ISV partners
Enterprise Business
EBR Strategic Salesforce accounts with over 2K employees RVP Region Vice President Manages teams of AEs
Representative
There are Core Sales Engineers as well as SE Specialists
EBU Enterprise Business Unit Top two thousand Salesforce customers (Platform, Service, Data, Desk), who have deeper and more
SE Sales Engineer specialized product knowledge. An employee that supports
Quota-carrying secondary AE who covers subsidiaries in
Enterprise Corporate account executives by creating demos and managing the technical
ECS large corporations. ECS Geo or ECS Named (covers
Sales side of the sales process.
subsidiary(ies) on single account)
Focused on selling Salesforce to small companies. Member of the
ESB Emerging Small Business Salesforce Customers with 1-20 Employees SR Sales Representative Sales Development team. SRs follow-up, work, convert (into
Opportunities), or archive incoming leads. "Lead follow-up" Rep
Force.com Embedded License used to power ISV partner apps. Allows ISV
OEM License
solution to be distributed to both Salesforce and non-Salesforce users.
Container for all code, custom fields, custom objects and integrations. ISV code
Managed Package and Force.com Embedded license are obfuscated to user. Allow ISV to
productize, distribute and manage license subscriptions.
Step
01 Salesforce Industries
Each industry has a dedicated product + sales teams. Click the photos below to learn more.
B2B manufacturers with complex global operations and products such as GE,
Target Honeywell, Caterpillar, and Boeing.
Value Prop Move faster in the market by connecting to customers, suppliers, and partners.
Unlike SAP and Oracle, the Salesforce Customer Success Platform for
Manufacturing is:
Differentiator • Recognized cloud leader across applications and platform
• 100% cloud-based, subscription model with a foundation on customer
success
Opportunity
Step
02
Deep Dive
Opportunity Deep Dive Context Questions
How long have you been assigned to the account?
Partnering
How long have they been a Salesforce customer?
Validate whether you’re engaged with the correct business unit/decision
makers What was the process the company went through to evaluate Salesforce? Was it a
typical process, what surprises, if any?
Understand if the Salesforce AE wants to be involved in our discussions
What is the current account footprint (where and how do they use Salesforce within
Understand if the Account team or SE wants a 10 minute demo of the the organization)?
solution we're pitching
What else are you trying to sell into the account (it's a joint account so we should
How can we work together to make this our "go-to" joint reference help each other, accelerate the other's deal, remove risk and help make it larger)?
account?
What is "most" important thing I need to know about how to get my solution sold
Contact into the account (for example: finding an executive sponsor, getting budget ahead
Who do you communicate to at the account (in power) most often ? of project, justifying through ROI or TCO, reference required, legal is hard to work
with, expect large discounts, always approaches new solutions with a long-drawn-
What is the highest level in the organization you are comfortable out trial, "go to" trusted advisor (Accenture, Deloitte, regional SI) must be involved
introducing me into? Can you make a warm introduction for me? or sold first)?
What is the hardest part of getting in and around in this account? What applications do they have in-house?
Any recent significant management changes and the meaning behind Who are the outside trusted advisors (global or regional SIs) working with the
them? account?
Who were the “stakeholders” you had to sell and/or get approval from? What type of analysis does the customer do to justify capital expenses (ROI, TCO,
cost savings)?
What are their major initiatives for this year?
Have you heard your contacts discuss any of the following [insert your buzz words
here]?
Step
03
AE, SE, + CFL Alignment Assist with targeting + strategic introductions, and Own outreach, relationship building, and education
build Chatter group activities
ISV + SI Partnerships Assist with identification of partners Build outreach + partnership program for SIs and
ISVs
Technology Enablement Platform and product roadmap alignment, product Commit resources, “open the hood,” willingness to
manager introductions leverage Salesforce platform
Targeted Pipeline Development Help define target market and confirm Salesforce Provide strategic target list, own cycle and
customers relationship
Opportunity Alignment Engage with and introduce partner to direct sales Share key pipeline, and own cycle and relationship
team
GTM Team/nextLevel Nominate for nextLevel program Join Program and Produce nextLevel Content
IBU Team Alignment Educate on industries team, Identify key contacts Own outreach, relationship building, and education
activities
Marketing + Messaging Education on Salesforce messaging (aloha style), Build brand and content in alignment with
surface key programs (AMP, organic Salesforce GTM
opportunities), overall partner best practices
Useful Link Master List
Sales Tips Partnership Know Salesforce
Greenfield Accounts Access the Partner Community Platform Acronyms
Introductory Email Example Partner Community Office Hours Platform Terminology
Opportunity Deep Dive Question Sheet Sign up for Partner Roadmap Webinars Industry Links
The Art of the Double Opt-In Intro Email Partner Newsflash Marketing + Sales Collateral
Creating a Strong Value Proposition Find your Partner Account Manager Building Customer Stories Home Page
Opportunity Overview Template Partnering Success Story Partner at a Glance Cheatsheet
Historical Report Example Partnership Swim Lanes Industry eBook Example
SIC Code Industry List Know Salesforce Dreamforce For Partners
Marketing Knowledge Resources Partner Sales Aid Customer Story Example
Partner PR Guidelines Sales Aid Access Instructions Chatter Best Practices
Partner Branding Guidelines Dreamforce YouTube Videos Partner Pitch Deck Template
Partner Marketing Hub Sales Cloud Pricing *The blue boxes will take you to a slide
within the playbook
LinkedIn Best Practices Global Salesforce Office Locations
Social Media Posting Best Practices Salesforce Advantage Video
Salesforce Advantage Training Page
►
ISV Partner Success Story ►
INDUSTRY: Professional Services
CATEGORY: Quotes + Orders
DETAILS
► TYPE: Native App
How one partner drove ACV and brand recognition by working ► EMPLOYEES: 300
closely with their partner account team ► YEARLY ACV TO SFDC: $2.2 Million
► SEGMENT: CBU + EBU
► LOCATION: San Mateo, CA
CHALLENGES ► PUBLISHED: 09/10/2006
Launching a new product offering for the CBU. The partner historically sold to the EBU and needed to rework their messaging to gain mindshare
with mid-market account representatives.
Partner had many wins, but they weren’t being shared internally at Salesforce.
The partner had excellent name recognition, but Salesforce reps needed help with positioning. The CBU AEs required real-time support options.
This partner had a number of relationships with Salesforce leadership, but they weren’t being maximized.
SOLUTIONS
• Simplified messaging, asked AEs to • The partner asked PAM to add AEs • Increased focus on education vs. • Partner with strategic SIs on
focus on five prospecting questions and RVPs on new opportunities to the marketing marketing initiative and L+Ls
• Clearly defined swim lanes Chatter group • Established a CBU hotline • Each of their executives are
• Streamlined Marketecture • Post detailed win announcements, • Worked with GTM RVPs to schedule assigned 5 SFDC leaders to send
• Conducting small team trainings and @mention AEs to thank them L+Ls and account mapping sessions updates and invites
• Provide a variety of collateral pieces • Started a group that caters to SFDC • Held global webinars and L+Ls at • Personalizing messages and asks
from pitch decks to cheat sheets engineers SFDC hub vs. inviting one team has led to a marked increase in
• Participate in AMP to target new hires • @mention leads on key posts response rate