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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John Wiley & Sons, Oct 29, 2009 - Business & Economics - 304 pages
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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.

 

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This book give very nice information of salesforce. It learns how to growth our business. Get here any one more information of sales force.....
Thanks
Rishi Arora
http://www.plug2salesforce.com 

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Whereas others promote one good idea per book, this attempts to go a couple of orders of magnitude further through 111 plays. It is well-structured in ten complementary parts about startups, marketing, events, sales, tech, corporate philanthropy, globalism, finance, leadership, and success. These are also distilled into a 5-step approach called V2MOM, an acronym for vision, values, methods, obstacles, and measures. The stories cover the essential do’s and don’ts learnt from the previous decade, e.g. surviving the dotcom collapse and getting to a billion in sales. Co-writer Adler’s journalistic writing style matches the task pretty well. The tone is very optimistic and the ambition catchy. An initial goal was to eliminate software. The cloud industry is reportedly expected to be 150B by 2013 and to change the order of battle among vendors whose market caps are now MSFT 260B, GOOG 180B, ORCL 128B, AMZN 58B, beside Salesforce’s 10B. The cloud may still not be easy to define after this, it does not appear in the index, but the notion of an industrial platform for web businesses is demonstrated, such as turning applications into enterprises and vice-versa. It raises interest in further economic metrics such as additional IPOs, spinoffs, verticals (the introduction is by Dell), global e-commerce apps, and issues about cross-platform services, administrative regulations such as. how censorship requirements have affected Google, or how success is a magnet for security challenges, e.g. for Microsoft. The topic of collaboration fits nicely into social networks so this will probably enjoy further popularity. Thanks. 

Contents

The StartUp Playbook
1
Pursue Top Talent as IfYour Success
8
Defy Convention
14
Think Bigger
20
The Marketing Playbook How to Cut Through the Noise and Pitch the Bigger Picture
23
Party with a Purpose
25
Create a Persona
27
Differentiate Differentiate Differentiate
28
Make Your Foundation Part ofYour
140
Share the Model
146
Create a SelfSustaining Model
153
Involve Your Partners Your Vendors Your
159
Have Your Foundation Mimic Your Business
166
Choose Your Headquarters and Territories
172
Uphold a OneCompany Attitude
178
Going Far? Take a Partner Going Fast?
180

Make Every Employee a Key Player on the Marketing Team and Ensure Everyone Is On Message
33
Always Always Go After Goliath
34
Tactics Dictate Strategy
37
Engage the Market Leader
39
Reporters Are Writers Tell Them a Story
40
Cultivate Relationships with Select Journalists
41
Make Your Own Metaphors
44
The Events Playbook How to Use Events to Build Buzz and Drive Business
47
Build Street Teams and Leverage Testimony
49
Sell to the End User
52
The Event Is the Message
54
Reduce Costs and Increase Impact
57
Always Stay in the Forefront
60
Be Prepared for Every Scenario
61
The Sales Playbook
67
Make Every Customer a Member ofYour
73
Sales Is a Numbers Game
79
Your Seeds Are Sown so Grow Grow Grow
86
Land and Expand
95
The Technology Playbook
103
Dont Do It All Yourself Reuse Dont
109
Let Your Customers Drive Innovation
115
Provide a Marketplace for Solutions
125
Develop Communities of Collaboration
131
Integrate Philanthropy from the Beginning
139
Send Missionaries to Build New Markets
186
Edit an Overarching Outlook
192
Dont Use a Seagull Approach the Secret
198
Use Internet Models to Reduce
206
When It Comes to Compliance Always Play by the Rules
215
Focus on the Future
218
Allow for Change as Your Company Grows
220
The Leadership Playbook How to Create Alignmentthe Key to Organizational Success
225
Use a TopDown and BottomUp Approach
230
Build a Recruiting Culture
233
Recruiting Is Sales
236
Keep Your Standards High as You Grow
239
How to Retain Top Talent
242
The Importance ofMahalo
244
Foster Loyalty by Doing the Right Thing
246
Challenge Your Best People with New Opportunities
247
Solicit Employee Feedbackand Act On It
249
Leverage Everything
252
The Final Play
255
Notes
261
Acknowledgments
265
About the Authors
269
Index
271
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About the author (2009)

Marc R. Benioff is the chairman and CEO of salesforce.com (NYSE: CRM), which he cofounded in 1999. Under Benioff's direction, salesforce.com has grown from a groundbreaking idea into a publicly traded company that is the market and technology leader in enterprise cloud computing. Salesforce.com has received a Wall Street Journal Technology Innovation Award, been lauded as one of BusinessWeek's Top 100 Most Innovative Companies, been named No. 7 on the Wired 40, was selected for the past two years as a Top Ten Disrupter by Forbes, and been voted one of the world's most ethical companies by Business Ethics Magazine. Benioff is the recipient of many awards for pioneering innovation, including the 2007 Ernst & Young Entrepreneur of the Year. In 2000, Benioff launched the Salesforce.com Foundation—now a multimillion-dollar global organization. He lives in San Francisco.

Carlye Adler is an award-winning journalist whose articles have appeared in BusinessWeek, Departures, Fast Company, Fortune, Forbes, Portfolio, Wired, and Time. She cowrote, with Marc Benioff, The Business of Changing the World. She lives in New York City.

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