Behind the Cloud : The Untold Story of How Salesforce.com Went from Idea to Billion-Dollar Company--And Revolutionized an Industry

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  • Format: eBook
  • Copyright: 2009-10-01
  • Publisher: Jossey-Bass
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How did salesforce.com grow from a start up in a rented apartment into the world's fastest growing software company in less than a decade? For the first time, Marc Benioff, the visionary founder, chairman and CEO of salesforce.com, tells how he and his team created and used new business, technology, and philanthropic models tailored to this time of extraordinary change. Showing how salesforce.com not only survived the dotcom implosion of 2001, but went on to define itself as the leader of the cloud computing revolution and spark a $46-billion dollar industry, Benioff's story will help business leaders and entrepreneurs stand out, innovate better, and grow faster in any economic climate.In Behind the Cloud, Benioff shares the strategies that have inspired employees, turned customers into evangelists, leveraged an ecosystem of partners, and allowed innovation to flourish.

Table of Contents

The Start-Up Playbook: How to Turn a Simple Idea into a High Growth Company
Allow Yourself Time to Recharge
Have a Big Dream
Believe in Yourself
Trust a Select Few with Your Idea and Listen to Their Advice
Pursue Top Talent as If Your Success Depended on It
Sell Your Idea to Skeptics and Respond Calmly to Critics
Define Your Values and Culture Up Front
Work Only on What Is Important
Listen to Your Prospective Customers
Defy Convention
Have-and Listen to-a Trusted Mentor
Hire the Best Players You Know
Be Willing to Take a Risk-No Hedging
Think Bigger
The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picture
Position Yourself
Party with a Purpose
Create a Persona
Differentiate, Differentiate, Differentiate
Make Every Employee a Key Player on the Marketing Team, and Ensure Everyone Is On-Message
Always, Always Go After Goliath
Tactics Dictate Strategy
Engage the Market Leader
Reporters Are Writers
Tell Them a Story
Cultivate Relationships with Select Journalists
Play #25 Make Your Own Metaphors
No Sacred Cows
The Events Playbook: How to Use Events to Build Buzz and Drive Business
Feed the Word-of-Mouth Phenomenon
Build Street Teams and Leverage Testimony
Sell to the End User
The Event Is the Message
Reduce Costs and Increase Impact
Always Stay in the Forefront
The Truth About Competition (It Is Good for Everyone)
Be Prepared for Every Scenario . . . and Have Fun
Seize Unlikely Opportunities to Stay Relevant
Stay Scrappy . . . but Not Too Scrappy
The Sales Playbook: How to Energize Your Customers into a Million-Member Sales Team
Give It Away
Win First Customers by Treating Them Like Partners
Let Your Web Site Be a Sales Rep
Make Every Customer a Member of Your Sales Team
Telesales Works (Even Though Everyone Thinks It Doesn't)
Don't Dis Your First Product with a Discount
Sales Is a Numbers Game
Segment the Markets
Leverage Times of Change
Your Seeds Are Sown, so Grow, Grow, Grow
Land and Expand
Abandon Strategies That No Longer Serve You
Old Customers Need Love
Add It On and Add It Up
Success Is the Number-One Selling Feature
The Technology Playbook: How to Develop Products Users Love
Have the Courage to Pursue Your Innovation-Before It Is Obvious to the Market
Invest in the Long Term with a Prototype That Sets a Strong Foundation
Follow the Lead of Companies That Are Loved by Their Customers
Don't Do It All Yourself
Reuse, Don't Rebuild
Embrace Transparency in Everything You Do or Be Transparent and Build Trust
Let Your Customers Drive Innovation
Make It Easy for Customers to Adopt
Transcend Technical Paradigms
Provide a Marketplace for Solutions
Harness Customers' Ideas
Develop Communities of Collaboration aka Love Everybody
Evolve by Intelligent Reaction
The Corporate Philanthropy Playbook: How to Make Your Company About More Than Just the Bottom Line
The Business of Business Is More Than Business
Integrate Philanthropy from the Beginning
Make a Foundation Part of Your Business Model
Choose a Cause That Makes Sense and Get Experts on Board
Share the Model
Build a Great Program by Listening to the Constituents
Create a Self-Sustaining Model
Share Your Most Valuable Resources-Your Product and Your People
Involve Your Partners, Your Vendors, Your Network
Let Employees Inspire the Foundation
Have Your Foundation Mimic Your Business
The Global Playbook: How to Launch Your Product and Introduce Your Model to New Markets
Build Global Capabilities into Your Product
Inject Local Leaders with Your Corporate DNA
Choose Your Headquarters and Territories Wisely
Box Above Your Weight
Scale Without Overspending
Understand Sequential Growth
Uphold a One-Company Attitude Across Borders
Follow Strategy, Not Opportunity
Going Far? Take a Partner. Going Fast? Go Alone
Fine-Tune Your International Strategy
Send Missionaries to Build New Markets
Handle Global Disputes with Diplomacy aka Light Love
Edit an Overarching Outlook
Bring Old Tricks to New Regions
Don't Use a "Seagull Approach"
the Secret to Global Success Is Commitment
The Finance Playbook: How to Raise Capital, Create a Return, and Never Sell Your Soul
Don't Underestimate Your Financial Needs
Consider Fundraising Strategies Other Than Venture Capital
Use Internet Models to Reduce Start-Up Costs
Set Yourself Up Properly from the Beginning, Then Allow Your Financial Model to Evolve
Measure a Fast-Growing Company on Revenue, Not Profitability
Build a First-Class Financial Team
Be Innovative and Edgy in Everything You Do-Except When It Comes to Your Finances
When It Comes to Compliance, Always Play by the Rules
Focus on the Future
Allow for Change as Your Company Grows
The Leadership Playbook: How to Create Alignment-the Key to Organizational Success
Use V2MOM to Focus Your Goals and Align Your Organization
Use a Top-Down and Bottom-Up Approach
Build a Recruiting Culture
Recruiting Is Sales
Keep Your Standards High as You Grow
How to Retain Top Talent
The Importance of Mahalo
Build Loyalty by Doing the Right Thing
Challenge Your Best People with New Opportunities
Solicit Employee Feedback-and Act on It
Leverage Everything
The Final Play
Make Everyone Successful
About the Author
Table of Contents provided by Publisher. All Rights Reserved.

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