Marc Benioff - Carlye Adler PDF
Preview Marc Benioff - Carlye Adler
N A T I O N A L B E S T S E L L E R “A great guide for any aspiring entrepreneur or CEO navigating the landscape of the future. It’s the playbook for Enterprise 2.0.” —From the Foreword by MICHAEL DELL Behind the Cloud the untold story of how salesforce.com went from idea to billion-dollar company— and revolutionized an industry Marc Benioff Chairman & CEO of salesforce.com and Carlye Adler the salesforce.com playbook Benioff ffirs.tex V3-08/12/2009 2:29pm Pagei Behind the Cloud the untold story of how salesforce.com went from idea to billion-dollar company— and revolutionized an industry Marc R. Benioff Chairman &CEOofsalesforce.com Carlye Adler Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint. Benioff ffirs.tex V3-08/12/2009 2:29pm Pageii Copyright©2009byMarcR.Benioff.Allrightsreserved. PublishedbyJossey-Bass AWileyImprint 989MarketStreet,SanFrancisco,CA94103-1741—www.josseybass.com Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinany formorbyanymeans,electronic,mechanical,photocopying,recording,scanning,orotherwise, exceptaspermittedunderSection107or108ofthe1976UnitedStatesCopyrightAct,without eitherthepriorwrittenpermissionofthepublisher,orauthorizationthroughpaymentofthe appropriateper-copyfeetotheCopyrightClearanceCenter,Inc.,222RosewoodDrive,Danvers, MA01923,978-750-8400,fax978-646-8600,orontheWebatwww.copyright.com.Requeststo thepublisherforpermissionshouldbeaddressedtothePermissionsDepartment,JohnWiley&Sons, Inc.,111RiverStreet,Hoboken,NJ07030,201-748-6011,fax201-748-6008,oronlineat www.wiley.com/go/permissions. ReadersshouldbeawarethatInternetWebsitesofferedascitationsand/orsourcesforfurther informationmayhavechangedordisappearedbetweenthetimethiswaswrittenandwhenitisread. LimitofLiability/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheirbestefforts inpreparingthisbook,theymakenorepresentationsorwarrantieswithrespecttotheaccuracyor completenessofthecontentsofthisbookandspecificallydisclaimanyimpliedwarrantiesof merchantabilityorfitnessforaparticularpurpose.Nowarrantymaybecreatedorextendedbysales representativesorwrittensalesmaterials.Theadviceandstrategiescontainedhereinmaynotbe suitableforyoursituation.Youshouldconsultwithaprofessionalwhereappropriate.Neitherthe publishernorauthorshallbeliableforanylossofprofitoranyothercommercialdamages,including butnotlimitedtospecial,incidental,consequential,orotherdamages. Jossey-Bassbooksandproductsareavailablethroughmostbookstores.TocontactJossey-Bassdirectly callourCustomerCareDepartmentwithintheU.S.at800-956-7739,outsidetheU.S.at 317-572-3986,orfax317-572-4002. Jossey-Bassalsopublishesitsbooksinavarietyofelectronicformats.Somecontentthatappearsin printmaynotbeavailableinelectronicbooks. Salesforce.comandthe‘‘NoSoftware’’logoareregisteredtrademarksofsalesforce.com,inc.Other namesmaybemarksoftheirrespectiveholders. LibraryofCongressCataloging-in-PublicationData Benioff,MarcR.,1964- Behindthecloud:theuntoldstoryofhowSalesforce.comwentfromideatobillion-dollar company—andrevolutionizedanindustry/MarcR.Benioff,CarlyeAdler.–1sted. p.cm. Includesbibliographicalreferencesandindex. ISBN978-0-470-52116-8(cloth) 1.Salesforce.com(Firm)2.Customerrelations—Management.3.Salesmanagement.I.Adler, Carlye.II.Title. HF5415.5.B4432010 658.8–dc22 2009021671 PrintedintheUnitedStatesofAmerica FIRSTEDITION HBPrinting 10987654321 Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint. Benioff ftoc.tex V3-08/12/2009 2:30pm Pageiii Contents ForewordbyMichael Dell, Chairman and CEOofDell xi Introduction xvii Part 1 The Start-Up Playbook How to Turn a Simple Idea into a High-Growth Company 1 Play #1:AllowYourself Timeto Recharge 1 Play #2:Havea BigDream 3 Play #3:Believein Yourself 5 Play #4:TrustaSelectFewwith YourIdea andListen to TheirAdvice 7 Play #5:Pursue TopTalentas If YourSuccess Depended onIt 8 Play #6:SellYourIdea to Skeptics andRespond Calmly to Critics 9 Play #7:DefineYourValues andCulture Up Front 11 Play #8:WorkOnlyonWhat IsImportant 12 Play #9:Listen to YourProspective Customers 13 Play #10:DefyConvention 14 Play #11:Have—and Listen to—aTrusted Mentor 14 Play #12:Hire theBestPlayers YouKnow 15 Play #13:BeWilling to Takea Risk—No Hedging 18 Play #14:ThinkBigger 20 iii Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint. Benioff ftoc.tex V3-08/12/2009 2:30pm Pageiv CONTENTS Part 2 The Marketing Playbook How to Cut Through the Noise and Pitch the Bigger Picture 23 Play #15:Position Yourself 23 Play #16:Party withaPurpose 25 Play #17:Create aPersona 27 Play #18:Differentiate, Differentiate, Differentiate 28 Play #19:Make Every Employee aKey Player onthe Marketing Team,andEnsure EveryoneIs OnMessage 33 Play #20:Always, Always GoAfterGoliath 34 Play #21:TacticsDictate Strategy 37 Play #22:Engage the MarketLeader 39 Play #23:ReportersAre Writers; TellThema Story 40 Play #24:Cultivate Relationships withSelect Journalists 41 Play #25:Make Your OwnMetaphors 44 Play #26:No Sacred Cows 44 Part 3 The Events Playbook How to Use Events to Build Buzz and Drive Business 47 Play #27:Feed theWord-of-MouthPhenomenon 47 Play #28:Build StreetTeamsandLeverage Testimony 49 Play #29:Sell to theEnd User 52 Play #30:TheEventIsthe Message 54 Play #31:Reduce CostsandIncrease Impact 57 Play #32:Always Stay in the Forefront 60 Play #33:TheTruth AboutCompetition(It IsGood forEveryone) 60 iv Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint. Benioff ftoc.tex V3-08/12/2009 2:30pm Pagev Contents Play #34:BePrepared forEvery Scenario ...and Have Fun 61 Play #35:Seize UnlikelyOpportunitiesto Stay Relevant 63 Play #36:Stay Scrappy ... butNotTooScrappy 65 Part 4 The Sales Playbook How to Energize Your Customers into a Million-Member Sales Team 67 Play #37:Give ItAway 67 Play #38:Win First CustomersbyTreating Them Like Partners 69 Play #39:LetYourWeb Site BeaSales Rep 72 Play #40:Make Every CustomeraMemberofYour Sales Team 73 Play #41:Telesales Works(Even ThoughEveryone ThinksItDoesn’t) 76 Play #42:Don’tDis YourFirst Productwith a Discount 78 Play #43:Sales Is aNumbersGame 79 Play #44:SegmenttheMarkets 80 Play #45:Leverage Timesof Change 82 Play#46:YourSeedsAreSown,soGrow,Grow,Grow 86 Play #47:Land andExpand 95 Play #48:Abandon Strategies ThatNo Longer Serve You 96 Play #49:Old CustomersNeedLove 97 Play #50:Add ItOn andAdd It Up 98 Play #51:SuccessIs the NumberOne Selling Feature 100 v Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint. Benioff ftoc.tex V3-08/12/2009 2:30pm Pagevi CONTENTS Part 5 The Technology Playbook How to Develop Products Users Love 103 Play #52:Have the Courage toPursue Your Innovation—BeforeIt IsObvious to theMarket 103 Play #53:Invest inthe LongTermwith aPrototype ThatSets aStrong Foundation 106 Play #54:Follow theLeadof CompaniesThatAre LovedbyTheirCustomers 107 Play #55:Don’tDo It AllYourself; Reuse, Don’t Rebuild 109 Play #56:Embrace Transparencyand BuildTrust 110 Play #57:Let YourCustomersDrive Innovation 115 Play #58:Make It Easy forCustomersto Adopt 119 Play #59:TranscendTechnicalParadigms 120 Play #60:Provide a MarketplaceforSolutions 125 Play #61:Harness Customers’ Ideas 127 Play #62:Develop Communitiesof Collaboration (akaLoveEverybody) 131 Play #63:Evolve byIntelligent Reaction 132 Part 6 The Corporate Philanthropy Playbook How to Make Your Company About More Than Just the Bottom Line 135 Play #64:TheBusinessof BusinessIs MoreThan Business 135 Play #65:Integrate Philanthropyfrom theBeginning 139 vi Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint. Benioff ftoc.tex V3-08/12/2009 2:30pm Pagevii Contents Play #66:Make YourFoundation Part ofYour Business Model 140 Play #67:Choosea Cause ThatMakes Sense andGet Experts onBoard 144 Play #68:Share theModel 146 Play #69:Builda GreatProgram byListening to the Constituents 148 Play #70:Create a Self-Sustaining Model 153 Play #71:Share YourMostValuable Resources— Your ProductandYour People 156 Play #72:Involve YourPartners, YourVendors, Your Network 159 Play #73:LetEmployees Inspire the Foundation 161 Play#74:HaveYourFoundationMimicYourBusiness 166 Part 7 The Global Playbook How to Launch Your Product and Introduce Your Model to New Markets 169 Play #75:BuildGlobalCapabilities into YourProduct 169 Play #76:InjectLocalLeaders withYour Corporate DNA 170 Play #77:ChooseYourHeadquarters andTerritories Wisely 172 Play #78:BoxAbove YourWeight 175 Play #79:Scale WithoutOverspending 176 Play #80:Understand Sequential Growth 177 Play #81:UpholdaOne-CompanyAttitude Across Borders 178 Play #82:Follow Strategy, NotOpportunity 179 vii Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint. Benioff ftoc.tex V3-08/12/2009 2:30pm Pageviii CONTENTS Play #83:Going Far?Take aPartner. GoingFast? GoAlone. 180 Play #84:Fine-TuneYourInternational Strategy 182 Play #85:Send Missionaries to BuildNewMarkets 186 Play #86:Handle GlobalDisputes withDiplomacy (akaLightandLove) 188 Play #87:Edit an Overarching Outlook 192 Play #88:Bring Old Tricksto NewRegions 196 Play #89:Don’tUse a‘‘Seagull Approach’’;the Secret toGlobal SuccessIsCommitment 198 Part 8 The Finance Playbook How to Raise Capital, Create a Return, and Never Sell Your Soul 201 Play #90:Don’tUnderestimate YourFinancialNeeds 201 Play #91:ConsiderFundraising Strategies OtherThan VentureCapital 203 Play #92:Use InternetModelsto Reduce Start-Up Costs 206 Play #93:Set Yourself UpProperlyfrom the Beginning,ThenAllow YourFinancial ModeltoEvolve 207 Play #94:Measure aFast-Growing Companyon Revenue,NotProfitability 208 Play #95:Build aFirst-Class FinancialTeam 209 Play #96:Be Innovative andEdgy in Everything You Do—ExceptWhenIt Comesto Your Finances 210 viii Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint. Benioff ftoc.tex V3-08/12/2009 2:30pm Pageix Contents Play #97:WhenIt Comesto Compliance,Always Play bytheRules 215 Play #98:Focusonthe Future 218 Play #99:Allow forChangeasYourCompanyGrows 220 Part 9 The Leadership Playbook How to Create Alignment—the Key to Organizational Success 225 Play #100:UseV2MOMtoFocusYourGoals and Align YourOrganization 225 Play #101:Use aTop-Downand Bottom-Up Approach 230 Play #102:BuildaRecruiting Culture 233 Play #103:RecruitingIs Sales 236 Play #104:KeepYourStandards HighasYouGrow 239 Play #105:HowtoRetain TopTalent 242 Play #106:TheImportance ofMahalo 244 Play #107:FosterLoyalty byDoing the RightThing 246 Play #108:ChallengeYourBestPeople with New Opportunities 247 Play#109:SolicitEmployeeFeedback—andActOnIt 249 Play #110:Leverage Everything 252 The Final Play 255 Play #111:Make Everyone Successful 255 Notes 261 Acknowledgments 265 AbouttheAuthors 269 Index 271 ix Copyrighted material © 2009. All rights reserved. Published by Jossey-Bass, a Wiley imprint.
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