Justifying your Salesforce Investment

Dreamforce 2019
9AM Thursday November 21, 2019
Forward Looking Statement
Statement under the Private Securities Litigation Reform Act of 1995:
This presentation contains forward-looking statements about the company’s financial and operating results, which may include expected GAAP and non-GAAP financial and other operating and non-
operating results, including revenue, net income, diluted earnings per share, operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining
performance obligation growth, expected tax rates, the one-time accounting non-cash charge that was incurred in connection with the Salesforce.org combination; stock-based compensation expenses,
amortization of purchased intangibles, shares outstanding, market growth and sustainability goals. The achievement or success of the matters covered by such forward-looking statements involves risks,
uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the company’s results could differ materially from the results expressed or
implied by the forward-looking statements we make.

The risks and uncertainties referred to above include -- but are not limited to -- risks associated with the effect of general economic and market conditions; the impact of geopolitical events; the impact of
foreign currency exchange rate and interest rate fluctuations on our results; our business strategy and our plan to build our business, including our strategy to be the leading provider of enterprise cloud
computing applications and platforms; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; the competitive nature of the market in which
we participate; our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of
acquisitions; our service performance and security, including the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate potential security breaches; the
expenses associated with new data centers and third-party infrastructure providers; additional data center capacity; real estate and office facilities space; our operating results and cash flows; new
services and product features, including any efforts to expand our services beyond the CRM market; our strategy of acquiring or making investments in complementary businesses, joint ventures,
services, technologies and intellectual property rights; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; our ability to realize the
benefits from strategic partnerships, joint ventures and investments; the impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market conditions
that may affect the publicly traded companies within the company's strategic investment portfolio; our ability to execute our business plans; our ability to successfully integrate acquired businesses and
technologies, including delays related to the integration of Tableau due to regulatory review by the United Kingdom Competition and Markets Authority; our ability to continue to grow unearned revenue
and remaining performance obligation; our ability to protect our intellectual property rights; our ability to develop our brands; our reliance on third-party hardware, software and platform providers; our
dependency on the development and maintenance of the infrastructure of the Internet; the effect of evolving domestic and foreign government regulations, including those related to the provision of
services on the Internet, those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; the valuation of our deferred tax assets
and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties affecting our
ability to estimate our tax rate; the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; factors related to our outstanding debt, revolving credit facility, term
loan and loan associated with 50 Fremont; compliance with our debt covenants and lease obligations; current and potential litigation involving us; and the impact of climate change.

Further information on these and other factors that could affect the company’s financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings it makes with the Securities and
Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of the company’s website at www.salesforce.com/investor.

Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
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Introduction
Introduction
- 10 years in the Salesforce ecosystem delivering projects
- Passionate about helping people make thought out decisions
- Loves to quantify everything!

Michael Vukovich
Salesforce Value Consultant,
rockITdata
 Apples to Apples Comparison

Cost Value

Licensing

Implementation

Ongoing
Maintenance
Steps for Analysis

1. Map features to organizational benefit

2. Run the numbers
3. Know the payback ROI
Map Features to Organizational Benefit
Firework
Corporation

↑ Inside Sales Performance ↑ Revenue by

● Prioritize prospects ● Maximizing Sales
● Trigger alerts Qualified Leads (SQLs)
● Increasing new clients
Run the Numbers

↑↓ KPI $$ $$
x =
YEAR KPI YEAR

METRIC(S) GOAL
KEY
PERFORMANCE
INDICATOR
Run the Numbers

↑↓ KPI $$ $$
x =
YEAR KPI YEAR

↑ 250 SQLs 1 Client $500,000 $12.5M

x x =
YEAR 10 SQLs New Client YEAR
Know the Payback ROI

So, how long will it take to actually get paid back?

Metric Year 1 Year 2

Licensing Cost $75K $75K
Implementation Cost $150K $0
Maintenance Cost $50K $100K
Increased Sales $2M $12.5M
TOTAL $1.725M $12.325M
Map Features to Organizational Benefit
Firework
Corporation

↓ Travel time ↓ Cost of service

● Optimize schedules ● Decreased travel time
● Turn by turn directions ● Improve scalability
Run the Numbers

↑↓ KPI $$ $$
x =
YEAR KPI YEAR

↓ 700 hours per 25 truck $15 $260K

truck driver x x =
drivers
Hour YEAR
YEAR
Know the Payback ROI

So, how long will it take to actually get paid back?

Metric Year 1 Year 2

Licensing Cost $60K $60K
Implementation Cost $75K $0
Maintenance Cost $25K $25K
Cost Savings $130K $260K
TOTAL -$30K $175K
Watch Out!

This method isn’t fool proof! Beware of potholes!

● Beware of data quality
● Underpromise & overdeliver
● Understand incentives
● Keep it simple! Use round #s & direct arguments
Additional Resources
Other people are working on this! Take advantage of their ideas!
• Salesforce ROI Calculator
• How to Measure Anything by Douglas Hubbard
• What is the ROI of Salesforce CRM blog
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