If you are a new ISV, this is the place to be! We will walk you through the full partner lifecycle from planning your business, to distributing your app, to supporting your customers in market. Learn best practices and discover the key resources your team can leverage to be successful. This session is for business development, sales, operations, product managers, marketing managers, and C-Level executives

1. ISV Kickoff!
Getting Started as an ISV Partner
John Richter, salesforce.com, Sr. Manager ISV Success
@partnerforce
In/johnfrichter

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. Welcome to the AppExchange
Partner Program
• little/no out-of-pocket expense
• reviewed by one of the best security teams
• deliver free trials
• leading social business app marketplace
• lead generation with the hottest leads
• world-class CRM
• log in as your customers
• free training

4. Simple Formula
Partner Success = Customer Success

5. Agenda
• Understand the Lifecycle
• Key Resources
• Power of the Portal (Demo)
• Quick Start Top 10
• Questions & Answers
Where to go, what to do, and how to be a successful partner

6. Understand the Lifecycle

7. ISV Partner Lifecycle
5 phases for ISV Success
Plan Build Distribute Sell Support
Successful Testing Closed-Won Opportunities
Pass Security Review
Signed Partner Agreement
Renewals
Launch App

8. ISV Partner Lifecycle
5 phases for ISV Success
Plan Build Distribute Sell Support
Setup Partner Development Orgs Setup SEO/SEM
Setup Partner Test Orgs Marketing Strategy & Training
Setup Packaging Org Sales Strategy & Training
Setup ISV Business Org Build a Sales Kit
Onboarding Meet with Security Team Lead Management
Portal Access Build and Test App Build a Sales Pipeline
Go-to-market Planning Successful Testing Closed-Won Opportunities
Technical Review Pass Security Review Case Management
Architect & Design App Setup Trialforce (TMO) Customer Console Setup
Signed Partner Agreement Setup Order Management (OEM) Support Training
Install LMA in ISV Biz Org Partner Premier Support
Create AppExchange Listing Release Management
Record App demo video (viral) Renewals
Launch App

9. APP Lifecycle Diagram
Plan Build Distribute Sell Support

10. APP Lifecycle Diagram
Plan Build Distribute Sell Support
Evaluate Force.com;
Sign up as a partner
Go-to-Market Plan
(Account Executive)
Partner Portal & LMS
Technical Evaluation
(Technical Enablement)
Signed Partner
Contract
In the Plan phase:
1. join & plan (AE)
2. technical review (TE)
3. final contract

11. APP Lifecycle Diagram
Plan Build Distribute Sell Support
Use Partner Dev Edition
Orgs to Build Apps
Evaluate Force.com;
Sign up as a partner PDE
PDE
PDE
Go-to-Market Plan PDE Packaging Org
(Account Executive)
Partner Portal & LMS
Technical Evaluation Upload Managed Package
(Technical Enablement) Initiate/Pass Security Review
Professional
Enterprise Group
Signed Partner
Partner Test Orgs
Contract
Use Partner Test Orgs to
Test Apps built from PDE’s
In the Plan phase: In the Build phase:
1. join & plan (AE) 4. build & test your app
2. technical review (TE) 5. upload managed package
3. final contract 6. pass Security Review

12. APP Lifecycle Diagram
Plan Build Distribute Sell Support
Use Partner Dev Edition Partner website
Orgs to Build Apps
Evaluate Force.com;
Sign up as a partner PDE
PDE
PDE
Go-to-Market Plan Trialforce Management Org
PDE Packaging Org
(Account Executive) Use TMO to manage
Partner Portal & LMS free trials, demo orgs, branding
Technical Evaluation Upload Managed Package
(Technical Enablement) Initiate/Pass Security Review
Log into AppExchange with
Professional ISV Biz Org credentials to
Enterprise Group manage listings + analytics
(aka AppExchange
Signed Partner Publishing Org)
Partner Test Orgs
Contract
Use Partner Test Orgs to
Test Apps built from PDE’s
In the Plan phase: In the Build phase: In the Distribute phase:
1. join & plan (AE) 4. build & test your app 7. use TMO for trials, demos
2. technical review (TE) 5. upload managed package 8. manage APO listings
3. final contract 6. pass Security Review 9. launch application

13. APP Lifecycle Diagram
Plan Build Distribute Sell Support
Use Partner Dev Edition Partner website
Orgs to Build Apps Free Trial = a Lead When a Customer is
Evaluate Force.com; & License added to ready to buy,
Sign up as a partner PDE the ISV Biz Org
PDE PDE change License from
FREE TRIAL “Trial” to Active”
customer
Go-to-Market Plan Trialforce Management Org
PDE Packaging Org
(Account Executive) Use TMO to manage
Partner Portal & LMS free trials, demo orgs, branding
Technical Evaluation Upload Managed Package lead license
(Technical Enablement) Initiate/Pass Security Review
Log into AppExchange with opportunities
Professional ISV Biz Org credentials to
Enterprise Group manage listings + analytics ISV Business Org
(aka AppExchange
Signed Partner Publishing Org)
Partner Test Orgs orders (OEM)
Contract
Use Partner Test Orgs to
Test Apps built from PDE’s
In the Plan phase: In the Build phase: In the Distribute phase: In the Sell phase:
1. join & plan (AE) 4. build & test your app 7. use TMO for trials, demos 10. manage Leads
2. technical review (TE) 5. upload managed package 8. manage APO listings 11. Orders (OEM only)
3. final contract 6. pass Security Review 9. launch application 12. Licenses (LMA)

14. APP Lifecycle Diagram
Plan Build Distribute Sell Support
Use Partner Dev Edition Partner website
Orgs to Build Apps Free Trial = a Lead When a Customer is
Evaluate Force.com; & License added to ready to buy,
Sign up as a partner PDE the ISV Biz Org
PDE PDE change License from
FREE TRIAL “Trial” to Active”
customer
Go-to-Market Plan Trialforce Management Org
PDE Packaging Org
(Account Executive) Use TMO to manage
Partner Portal & LMS free trials, demo orgs, branding
Login as the
customer to
resolve issues
Technical Evaluation Upload Managed Package lead license
Initiate/Pass Security Review subscriber console
(Technical Enablement)
Log into AppExchange with opportunities
Professional ISV Biz Org credentials to cases
Enterprise Group manage listings + analytics ISV Business Org
(aka AppExchange
Signed Partner Publishing Org)
Partner Test Orgs orders (OEM) analytics
Contract
Use Partner Test Orgs to
Test Apps built from PDE’s
In the Plan phase: In the Build phase: In the Distribute phase: In the Sell phase: In the Support phase:
1. join & plan (AE) 4. build & test your app 7. use TMO for trials, demos 10. manage Leads 13. manage Cases
2. technical review (TE) 5. upload managed package 8. manage APO listings 11. Orders (OEM only) 14. Subscriber Console
3. final contract 6. pass Security Review 9. launch application 12. Licenses (LMA) 15. manage Renewals

15. APP Lifecycle Diagram
Plan Build Distribute Sell Support
Technical Evaluation Upload Managed Package lead license
Initiate/Pass Security Review subscriber console
(Technical Enablement)

16. APP Lifecycle Diagram
Plan Build Distribute Sell Support
PDE
PDE PDE
Trialforce Management Org
PDE Packaging Org
Professional
Enterprise Group ISV Business Org
Partner Test Orgs

17. APP Lifecycle Diagram
Plan Build Distribute Sell Support
Use Partner Dev Edition Partner website
Orgs to Build Apps Free Trial = a Lead When a Customer is
Evaluate Force.com; & License added to ready to buy,
Sign up as a partner PDE the ISV Biz Org
PDE PDE change License from
FREE TRIAL “Trial” to Active”
customer
Go-to-Market Plan Trialforce Management Org
PDE Packaging Org
(Account Executive) Use TMO to manage
Partner Portal & LMS free trials, demo orgs, branding
Login as the
customer to
resolve issues
Technical Evaluation Upload Managed Package lead license
Initiate/Pass Security Review subscriber console
(Technical Enablement)
Log into AppExchange with opportunities
Professional ISV Biz Org credentials to cases
Enterprise Group manage listings + analytics ISV Business Org
(aka AppExchange
Signed Partner Publishing Org)
Partner Test Orgs orders (OEM) analytics
Contract
Use Partner Test Orgs to
Test Apps built from PDE’s
In the Plan phase: In the Build phase: In the Distribute phase: In the Sell phase: In the Support phase:
1. join & plan (AE) 4. build & test your app 7. use TMO for trials, demos 10. manage Leads 13. manage Cases
2. technical review (TE) 5. upload managed package 8. manage APO listings 11. Orders (OEM only) 14. Subscriber Console
3. final contract 6. pass Security Review 9. launch application 12. Licenses (LMA) 15. manage Renewals

18. Key Resources

19. Blaine Kaho’onei
Sr. Manager, ISV Sales

20. Talk to Your ISV
Account Executive
(ISV AE)

21. Why?

22. Talk To Your ISV Account Executive (AE)
• Validate Your Planned Approach
• Layout Your Partnership Options
• Foster Your Go-to-Market Execution

23. How to with your AE…

24. Partner Hub
Partner Success Experts Partner Success Clinics
Answer questions about Book 1-on-1 time with our
building apps, AppExchange, technical and business
go-to-market options and experts
more
Innovation Theater CyberU Meeting Rooms
and Lounge
Theater: Innovative demos 2 Executive Meeting Rooms
and talks
Lounge: charge your
devices, enjoy a beverage
and network
Moscone West 3rd Floor Lobby

25. Partner Portal – Your Key to Success
http://www.salesforce.com/partnerportal

26. Partner Portal – Manage Cases

27. Partner Portal – Developer & Test Orgs

28. Partner Portal – APP Academy
 Free training for ISV partners
 Contains best practices by Roles
 Videos, Checklists, FAQ’s
 Build your own Custom Training
http://p.force.com/appacademy

29. Online Resources
Learning Mgmt System Online Help Customer Community
http://p.force.com/LMS http://help.salesforce.com http://success.salesforce.com
@partnerforce

30. Other Resources
http://p.force.com/guide http://www.salesforce.com/
behindthecloud

31. Power of the Portal (Demo)

32. Quick Start Top 10

33. Quick Start Top 10
1 Free portal logins 6 4-6 weeks for Security Rev
2 Take the APP Academy 7 ISV Business Org (2 free)
3 8
4 Free LMS recordings 9 Partner Premier Support
5 Meet with Tech Enablement 10 Salesforce Release Cycle
Use Partner Dev & Test Orgs Staff right roles & partners
http://p.force.com/appacademy

34. Mike Witherspoon
Solution Architect, CodeScience

35. Who Wewe
Who Are are
• Consulting group founded 2010 with Mike Witherspoon
• Build solutions using cloud platforms
• 14 full time: PMs, devs, sales guy and office admin
• Variety of clients from the smallest non-profit to the largest
Fortune 100 organizations in the world
• 2012Q3: 32 active clients with 57 active projects

36. What WePDOs
What Do Offer
• Discovery - Architects
 Assess the product, client team and marketing needs
 Educate the client about the ISV program and Force.com platform
 Investigate solution options and develop a product phase roadmap
 Estimate the cost of phase I
• Construction – Product Managers and Developers
 Data model that leverages Force.com platform strengths
 Build anything on the Force.com platform, develop APIs
 Iterate through build, test and refine cycles…then test again

37. What We Do - continued
• Go To Market – Product Managers
 Lead the app through security review
 Guide the AppExchange Listing, Trialforce and Test Drive setup
 Provide a sounding board for marketing decisions
• Post Construction Support - Product Managers
 Train client’s staff to maintain the product
 Provide implementation and next tier support
 Prioritize items for additional phases
 Build and deploy patches

38. What We Can DoWith a
Why Work For You PDO
• You have ideas, we bring ideas to life quickly
 You know your market, we know the platform
 Building software takes a diverse set of skills
 We already have a network of people at Salesforce
 We force you to stick to a budget and avoid scope creep
• We have failed many times
 So we will encounter fewer rookie mistakes
 The learning curve is mostly behind us
 We’ll tell you when you have a bad or risky idea

39. Wrap up

40. DF12 ISV Success Sessions
Great sessions for each phase of the lifecycle
Plan Build Distribute Sell Support
ISV Kickoff: Getting Started Distributing & Licensing Your App How to Support Your Customers
How to Architect & Design Your App Automate Your App Sales ISV PM Product Roadmap
Designing Social Apps (Workshop)
Extend Your Commercial Force.com App Expanding Your Marketing Reach with AppExchange
Team Development and Release Mgmt Marketing Best Practices in the Social Era
Building Secure Applications in the Cloud Mastering the Direct Sales Model
Selling Social Apps
Follow sessions and join the Partner Success Group on

41. A Few Reminders. . .
Why Work With a PDO Partner Success Experts
Innovation Theater and Lounge
1:1 Success Clinics
Innovation Theater and Lounge
Need to relax? Have a massage!
Check out the Partner Hub
540 Howard Street
Survey (Session Record) Cloud Crawl (Thursday Night)
Follow us on Twitter @partnerforce

42. Partner Hub – Speaker Debrief
Why Work With a PDO
Partner
Success
Clinics
Welcome Desk
Speaker
Debrief
Area

43. John Richter Blaine Kaho’onei Mike Witherspoon
Sr. Mgr., ISV Success, Sr. Mgr., ISV Sales Solution Architect
@partnerforce @BKatWork mike@CodeScience.com