Case study on using Jigsaw and other tools for improving marketing and sales data by Michele McMahon

1. Using Data to Drive Sales & Marketing Effectiveness Customer Hero Theater Michele McMahon: The Network John Boney: The Network

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 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, 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-K for the most recent fiscal year ended January 31, 2010. This documents and others 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 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. Michele McMahonJohn Boney The Network

5. Data Strategy critical component to SFDC justification, implementation, and marketing & sales strategy

6. Integration and automation of all key applications, including data, mission critical

9. Leveraged Hoovers info as source of truth for industry, employee size, etc.

10. Worked with Salesregarding Account fields they would like to see

11. Leveraged DUNS Number

13. Insight into “graveyard”

14. Flexible rules for real time updates

15. Integrated into SFDC for use by Marketing, Sales and Lead Gen

16. Marketing En Mass Data Build

17. Individual Prospecting Lead Gen

18. Data Hygiene

19. Recruiting“Data quality decays rapidly & enterprises should follow a methodology for….regular measurement…..data quality….goals for... process improvements & technology”

20. What Did We Do? Secured Executive Sponsorship Created Integrated Digital Backbone Licensed the Right Tools Expectation Setting and Lots of Prep Decisions on Lead vs. Contact Benchmark Current State Created Data Strategy for Accounts & Contacts Sign-off across the organization Field Mapping Across All Systems Insight Technology Information

21. Strategic Vision Strategic Decision Support Full Integration with back end systems Customer LifeTime Value Modeling Profitability-Focused Acquisition Progressive Profiling Marketing Automation Using Data to accelerate pipeline 9

22. Phase I: Results Liability Strategic Competitive Weapon Missing 60% of Target Audience Key Demographic Fields (employee, state, industry) 78% complete 78% of contacts, including customers, did not have email address Discovered 14% of contacts “graveyarded” Lack of confidence in existing data Didn’t have right CRM tool (pre-SFDC) No data strategy 90%+ Target Accounts in SFDC Key Demographic Field completion increased to 92%+ for all accounts, Contacts w/ email doubled. Goal is 90%+ Target Contacts increased by 32%. Still increasing. Integration with Marketing Automation System (Silverpop) Integrated Accounts & Contact real-time insight and updates Data Strategy first time in 30 years

23. What Went Well & Lessons Learned What Went Well Lots of external expertise available – just ask! Internal Executive Sponsorship: Organizational Initiative Only One Surprise Lots of Prep = smooth data go-live Unbelievable responsiveness & expertise across all teams (SFDC, Jigsaw, DemandTools, etc.) Lessons Learned Don’t push people too hard Don’t do it on a weekend Lots of work but worth the effort

24. QUESTIONS?

25. The Network, Inc. Michele McMahon Vice President, Revenue Generation 404.229.8890 / Michele_McMahon_USA@yahoo.com Michele McMahon John Boney Financial Analyst & Salesforce.com Admin 770.409.5042 / JohnBoney@tnwinc.com John Boney