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The AppExchange for Developers
John Henning
ISV Technical Evangelist
In/johnfhenning
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 July 31,
2012. 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.
Agenda
• Background
• Force.com Technology
• ISV Program
• The Opportunity
A little about me…
• 4 years at Salesforce.com, 3 in S.F.
• Force.com Certified Advanced Developer
• Many years Microsoft dev, MCSD, Gold Partner
• Sr.IT Manager at Denver Post back in the good ol’ days
What is a Salesforce ISV Tech Evangelist?
• Work in the ISV channel (AppExchange)
• Technical advisors to AE’s and ISV partners
• Conduct technical review for onboarding process
• Not an SE, not marketing, more like a TAM
• Partner technical success throughout app lifecycle
• Speaker at Dreamforce, user groups etc.
What is the AppExchange?
• 1850+ Apps
• 1.8M Installs
• $800M+ Revenue
https://appexchange.salesforce.com/
Appx for Developers
70% of the Fortune 100 Have Installed
an AppExchange App
4 of the Top 10
Most Popular Apps Come
From Companies with Less
than 25 Employees
The #1 Installed App
= 12 Employees
Force.com Technology
Sharing
line
Platform for Business Apps
Eclipse or Cloud IDE
Apex Code
Visualforce Pages
Rich Set of APIs
Programmatic Platform
Professional Developers
Rapid Application Development
Comprehensive Suite of Drag and Drop Tools
Desktop and Mobile Apps
Extensible through our Programmatic Tools
Declarative Platform
Business Developers
Your Entire App Lifecycle
Plan
Success Manager
Partner Academy
Technical Architects
Build
Heroku
Force.com
Chatter
Mobile Apps
Distribute Sell Support
AppExchange
Your Branded Experience
Free Trials
Auto-Upgrades
World Class CRM
License Management
Provisioning
Subscriber
Insights
Customer
Debugging
Tools
Login As
Package: Your Solution, Your Metadata
• Your data model (objects, fields, etc.)
• Your classes, triggers, and pages
Managed Packages
• Your Unique Namespace
• IP Protection
• License Management
• Upgrades
• Trials
• Branding
• Support Tools
Distribution with Packages
Objects
Fields
Data
Customer
Showcase Your Application
Your Company Website
Distribution with Trialforce
Template
Your Company Website
Customer
Build your Brand into your Application
Manage User Licenses
Add licenses with
one click
Seamless Upgrades
 Package upgrades and patch bug fixes
 Automatically deploy to subscribers
Support your Customers
Debug
Your Code
Distribute the Way Salesforce.com Distributes
AppExchange
• World’s leading enterprise app marketplace
• Distribution to over 3M Salesforce.com subscribers
Free Trials
• Pre-configured branded experience
• Deliver from AppExchange or your website
License Management
• Add, upgrade or disable users
• Easily link to billing method of choice
Auto-Upgrades
• Seamless upgrades
• Push fixes to any user, at any time
Branded Login & Homepage
• Give trials and apps your own look & feel
• WYSIWYG editor
The ISV Program
The AppExchange Partner Program
TECHNOLOGY DISTRIBUTION SUPPORT
Infrastructur
e
Application
Social
Mobile
Business
SUPPORT: Account Management & Go-to-Market
Planning
• PNR pricing model
• Pricing & forecasting support
• 1:1 technical enablement
• 1: many enablement academy
program
• Co-marketing opportunities
• Access to direct sales
A Model Built on Shared Success
#apptitude: Our First Ever Co-Branded
Campaign
100M+
Impressions
+148%
Brand Awareness
+135%
Social Engagement
Chatter Groups Create a New Dialogue with
Reps
Instant access to
salesforce.com reps
Share content, respond to
deal related requests within
Salesforce Chatter
100+ live groups since launch
SUPPORT: Flexible Pricing for All App Types
Integrate with
Salesforce CRM
(add-on)
Build on top of the
Salesforce Platform
(standalone)
ISVFORCE
15% PNR
FORCE.COM
EMBEDDED
25% PNR
CRM License
Contract Mgmt
Package
Platform
License
Recruiting IP
The Opportunity
Tremendous YOY Growth
+27%
APPS
+33%
INSTALLS
Our Customers are Asking for More Apps
We Have Great Momentum in Top Verticals
Healthcare
&
Life
Sciences
Public
Sector
Financial
Services
Mfg &
Supply Chain
93 New Vertical Apps Added in FY13
55+ Apps25+ Apps 95+ Apps 40+ Apps
And We Continue to See Long Tail Use Cases
Scuba Shops Traffic Lights Community
Banks
Sports
Scouting
Eye
Doctors
Police
Departments
Private Plane
Leasing
Car
Dealerships
Veeva
•Pharma Sales & Order Mgmt, built on Force.com
•60% market share against Oracle
•Capital efficient: $4M VC funding, Approx. $100M run rate, recent
IPO
Newmarket International
• Hospitality management focused on large hotel chains
• Migrating its legacy product line from .Net to Force.com
• 2000+ properties using the app from groups like Ceasar’s, The Four
Seasons and Kimpton
Appx for Developers

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Appx for Developers

  • 1. The AppExchange for Developers John Henning ISV Technical Evangelist In/johnfhenning
  • 2. 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 July 31, 2012. 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.
  • 3. Agenda • Background • Force.com Technology • ISV Program • The Opportunity
  • 4. A little about me… • 4 years at Salesforce.com, 3 in S.F. • Force.com Certified Advanced Developer • Many years Microsoft dev, MCSD, Gold Partner • Sr.IT Manager at Denver Post back in the good ol’ days
  • 5. What is a Salesforce ISV Tech Evangelist? • Work in the ISV channel (AppExchange) • Technical advisors to AE’s and ISV partners • Conduct technical review for onboarding process • Not an SE, not marketing, more like a TAM • Partner technical success throughout app lifecycle • Speaker at Dreamforce, user groups etc.
  • 6. What is the AppExchange? • 1850+ Apps • 1.8M Installs • $800M+ Revenue https://appexchange.salesforce.com/
  • 8. 70% of the Fortune 100 Have Installed an AppExchange App
  • 9. 4 of the Top 10 Most Popular Apps Come From Companies with Less than 25 Employees
  • 10. The #1 Installed App = 12 Employees
  • 13. Platform for Business Apps Eclipse or Cloud IDE Apex Code Visualforce Pages Rich Set of APIs Programmatic Platform Professional Developers Rapid Application Development Comprehensive Suite of Drag and Drop Tools Desktop and Mobile Apps Extensible through our Programmatic Tools Declarative Platform Business Developers
  • 14. Your Entire App Lifecycle Plan Success Manager Partner Academy Technical Architects Build Heroku Force.com Chatter Mobile Apps Distribute Sell Support AppExchange Your Branded Experience Free Trials Auto-Upgrades World Class CRM License Management Provisioning Subscriber Insights Customer Debugging Tools Login As
  • 15. Package: Your Solution, Your Metadata • Your data model (objects, fields, etc.) • Your classes, triggers, and pages Managed Packages • Your Unique Namespace • IP Protection • License Management • Upgrades • Trials • Branding • Support Tools
  • 18. Distribution with Trialforce Template Your Company Website Customer
  • 19. Build your Brand into your Application
  • 20. Manage User Licenses Add licenses with one click
  • 21. Seamless Upgrades  Package upgrades and patch bug fixes  Automatically deploy to subscribers
  • 23. Distribute the Way Salesforce.com Distributes AppExchange • World’s leading enterprise app marketplace • Distribution to over 3M Salesforce.com subscribers Free Trials • Pre-configured branded experience • Deliver from AppExchange or your website License Management • Add, upgrade or disable users • Easily link to billing method of choice Auto-Upgrades • Seamless upgrades • Push fixes to any user, at any time Branded Login & Homepage • Give trials and apps your own look & feel • WYSIWYG editor
  • 25. The AppExchange Partner Program TECHNOLOGY DISTRIBUTION SUPPORT Infrastructur e Application Social Mobile Business
  • 26. SUPPORT: Account Management & Go-to-Market Planning • PNR pricing model • Pricing & forecasting support • 1:1 technical enablement • 1: many enablement academy program • Co-marketing opportunities • Access to direct sales A Model Built on Shared Success
  • 27. #apptitude: Our First Ever Co-Branded Campaign 100M+ Impressions +148% Brand Awareness +135% Social Engagement
  • 28. Chatter Groups Create a New Dialogue with Reps Instant access to salesforce.com reps Share content, respond to deal related requests within Salesforce Chatter 100+ live groups since launch
  • 29. SUPPORT: Flexible Pricing for All App Types Integrate with Salesforce CRM (add-on) Build on top of the Salesforce Platform (standalone) ISVFORCE 15% PNR FORCE.COM EMBEDDED 25% PNR CRM License Contract Mgmt Package Platform License Recruiting IP
  • 32. Our Customers are Asking for More Apps
  • 33. We Have Great Momentum in Top Verticals Healthcare & Life Sciences Public Sector Financial Services Mfg & Supply Chain 93 New Vertical Apps Added in FY13 55+ Apps25+ Apps 95+ Apps 40+ Apps
  • 34. And We Continue to See Long Tail Use Cases Scuba Shops Traffic Lights Community Banks Sports Scouting Eye Doctors Police Departments Private Plane Leasing Car Dealerships
  • 35. Veeva •Pharma Sales & Order Mgmt, built on Force.com •60% market share against Oracle •Capital efficient: $4M VC funding, Approx. $100M run rate, recent IPO
  • 36. Newmarket International • Hospitality management focused on large hotel chains • Migrating its legacy product line from .Net to Force.com • 2000+ properties using the app from groups like Ceasar’s, The Four Seasons and Kimpton

Editor's Notes

  • #3: Reid
  • #8: This is installs per min:secs.
  • #10: Force.com is our platform for Business Apps. We have both a programmatic and declarative platform, although our major advantage over other platforms lies in the Declarative features we provide. Our platform is not only for professional developers, but for business developers as well.
  • #16: IP Protection/Code obfuscationSeamless upgrades
  • #17: IP Protection/Code obfuscationSeamless upgrades
  • #18: You can extend by buying one of 1,100 Partner Apps on our AppExchange Marketplace
  • #19: You can extend by buying one of 1,100 Partner Apps on our AppExchange Marketplace
  • #20: You can extend by buying one of 1,100 Partner Apps on our AppExchange Marketplace
  • #24: Key points: Once your app is built we provide you with several unique features to help you distribute your applicationAppExchange The AppExchange is the leading cloud marketplace for business apps. We have over 1,300 apps on the site today and more than 100,000 users visit the site monthly. The AppExchange provides an easy way for partners who have built integrations to Salesforce CRM to get instant visibility within the Salesforce install base. We recently passed the 1 Million installs mark. Again, unprecedented stats for any cloud platform vendor and marketplace. With Force.com you can also easily: Spin up pre-configured trials and deliver them from our marketplace or your website. Manage users and route them through a payment flow. Easily push out new versions or bug fixes for your product. Create your own branded experience as you convert customers through your marketing funnel Again, theses features are truly unique. No other platform as a service offering has mastered these processes like we have. And it’s all included with ISVforce.
  • #36: Boston replaces bureaucracy with social technology. With the AppExchange and Force.com they are able to manage quoting and content, as well as drive productivity for their community of entrepreneurs.City governments play a big role in helping businesses set up shop and expand—creating jobs and fueling the local economy. But the process of starting a new business can be daunting, so the City of Boston decided to use new social technologies to help entrepreneurs even more.Built on the Force.com platform, the Boston Business Hub gives small businesses easy access to the information they need—and helps their questions get answered by the right people, right away. In creating the Boston Business Hub, the City had to tap into its own entrepreneurial spirit. “Our goal was to break down the silos of information so that our business development professionals could be more nimble and collaborative in serving Boston’s entrepreneurs,” says CIO Bill Oates.Previously, upstart businesses had to contact multiple agencies to get everything they needed. Today, the Boston Business Hub creates a single point of entry for entrepreneurs, creating more transparency, streamlining the process, and saving valuable time.City staffers collaborate to spur new businessBy operating internally as a socially connected organization, the City of Boston improved internal communication, keeping staff up to date and helping everyone provide the best possible information and service to business owners. “We’re using technology to enhance the human touch, not eliminate it,” says Mayor Thomas M. Menino.When questions come in through the Boston Business Hub, constituents are immediately routed to the right business development professional. The staff is fully connected to provide the best answer or solution via its internal social network. “We promise an answer to all inquiries within 2 business days, and we easily beat that deadline with the help of Salesforce and Chatter,” says Rafael Carbonell, Deputy Director for Boston’s Office of Business Development. “It works so well that we’re increasingly using Chatter to manage projects for our constituents.”With such success sharing information socially among its staff members, the City is more frequently tuning in to social channels to get feedback and ideas for the Boston Business Hub right from their constituents: Boston entrepreneurs, business owners and business assistance professionals.
  • #37: Boston replaces bureaucracy with social technology. With the AppExchange and Force.com they are able to manage quoting and content, as well as drive productivity for their community of entrepreneurs.City governments play a big role in helping businesses set up shop and expand—creating jobs and fueling the local economy. But the process of starting a new business can be daunting, so the City of Boston decided to use new social technologies to help entrepreneurs even more.Built on the Force.com platform, the Boston Business Hub gives small businesses easy access to the information they need—and helps their questions get answered by the right people, right away. In creating the Boston Business Hub, the City had to tap into its own entrepreneurial spirit. “Our goal was to break down the silos of information so that our business development professionals could be more nimble and collaborative in serving Boston’s entrepreneurs,” says CIO Bill Oates.Previously, upstart businesses had to contact multiple agencies to get everything they needed. Today, the Boston Business Hub creates a single point of entry for entrepreneurs, creating more transparency, streamlining the process, and saving valuable time.City staffers collaborate to spur new businessBy operating internally as a socially connected organization, the City of Boston improved internal communication, keeping staff up to date and helping everyone provide the best possible information and service to business owners. “We’re using technology to enhance the human touch, not eliminate it,” says Mayor Thomas M. Menino.When questions come in through the Boston Business Hub, constituents are immediately routed to the right business development professional. The staff is fully connected to provide the best answer or solution via its internal social network. “We promise an answer to all inquiries within 2 business days, and we easily beat that deadline with the help of Salesforce and Chatter,” says Rafael Carbonell, Deputy Director for Boston’s Office of Business Development. “It works so well that we’re increasingly using Chatter to manage projects for our constituents.”With such success sharing information socially among its staff members, the City is more frequently tuning in to social channels to get feedback and ideas for the Boston Business Hub right from their constituents: Boston entrepreneurs, business owners and business assistance professionals.