Contributing Authors & About Salesforce for Startups

The SaaS Startup Founder’s Guide Concepts, Strategies, and Tactics from SaaS Leaders Table of Contents Introduction 7 Chapter 7 67 Sales Distribution & Segmentation Strategies - By Mike Wolff Chapter 1 10 Chapter 8 74 Subscription Economics: How Customer Experience and Success: Recurring Revenue Changes Both Science and Art Everything - By Tien Tzuo - By Melinda Gonzalez Chapter 2 24 Chapter 9 88 Do the Time CRM and Content: Two Ingredients - By Jason Lemkin and Aaron Ross for Early Startup Success - By Greg Poirier Chapter 3 34 Chapter 10 93 The Climb: How to Get to $10 Filling the Funnel with Content Million Marketing - By Tien Tzuo - By Amanda Nelson Chapter 4 38 Chapter 11 101 Are You a Nice-to-Have? Tools of the Trade - By Jason Lemkin and Aaron Ross - By Greg Poi Chapter 5 43 Contributing Authors 108 Nailing Your Go-to-Market Positioning - By Judy Loehr Chapter 6 56 About Salesforce for 113 Grow Revenue Faster with Startups Messaging Alignment, Playbooks and Onboarding - By Elay Cohen

Contributing Authors Tien Tzuo, CEO, Zuora @tientzuo Tien Tzuo is the CEO of Zuora, a company he co-founded in 2007. Tien has not only built one of the fastest-growing SaaS companies, he’s also evangelized the shift to subscription- based business models. Before Zuora, he was one of the “original forces” at Salesforce, joining as employee number 11. In his nine years at Salesforce, Tien held a variety of executive roles in technology, marketing, and strategy. He holds a bachelor’s degree in electrical engineering from Cornell University and a master’s in business administration from the Stanford Graduate School of Business. Aaron Ross, Author, Predictable Revenue @motoceo Aaron Ross is the co-author of From Impossible to Inevitable. Aaron is married with 12 children (mostly through adoption), loves motorcycles, and keeps a 25-hour workweek. He’s a keynote speaker, and the best-selling author of Predictable Revenue, called “The Sales Bible of Silicon Valley,” based on an outbound prospecting system that’s created more than $1 billion across Salesforce and other companies. He’s co-founder and chief revenue officer of Carb.io, a pipeline automation software company, and is also the co-founder of predictableuniversity.com.

Contributing Authors Jason Lemkin, Founder, SaaStr @jasonlk Jason Lemkin is a 2x founder, 1x VC, 1x author (co-author of From Impossible to Inevitable), and constant SaaS enthusiast. He led or sourced the first VC investments in many leading enterprise/SaaS startups — now collectively worth more than $1 billion. Before SaaStr and VC investing, Jason co-founded EchoSign and NanoGram Devices, two successful startups selling to the enterprise. Jason has been called “The Godfather of SaaS” for the advice and mentorship he provides via his popular blog saastr.com. Elay Cohen, CEO, SalesHood @elaycohen Elay Cohen is the author of SalesHood: How Winning Sales Managers Inspire Sales Teams to Succeed and the co-founder of SalesHood, a software-as-a-service platform and community for sales professionals. Elay is the former senior vice president of sales productivity at Salesforce. Recognized as the company’s 2011 Top Executive, he ran the teams that executed sales training, onboarding, and deal support for thousands of salespeople. He also created the partner relationship management category. He lives with his family in San Francisco.

Contributing Authors Mike Wolff, SVP, Commercial Sales, Salesforce @mike_wolf Mike Wolff leads sales efforts across North America for Salesforce’s small and midsize business teams. Mike joined Salesforce in 2002 and has held a number of leadership roles. He’s well regarded for hiring top talent, building a culture of coaching, operational excellence, consistently overachieving bookings, and cultivating customer success. Prior to joining Salesforce, he worked in sports marketing at the Air Force Academy and the University of California, Berkeley. Mike grew up in the Bay Area and holds a political science bachelor’s degree from University of California, Davis, and an MBA in marketing from the University of San Francisco. When he’s not focused on customer success and trying to “make every month,” he is most often spending time with his wife and two daughters, or rooting for one of his hometown Bay Area teams including the 49ers, Warriors, and Giants. Greg Poirier, CEO, CloudKettle @gregpoirier Greg Poirier is the president of CloudKettle, a Salesforce consulting partner that specializes in helping startups improve their lead and sales pipeline. Early in his career, Greg introduced digital marketing at a national cinema chain, rolling out its first social media campaigns, e-commerce strategies, mobile ticketing, and couponing initiatives. The first technology company Greg joined was Radian6 (later acquired by Salesforce), where he oversaw and grew the digital marketing team. He later joined TitanFile and then Livelenz, where his knack for creating efficiencies helped expand his role to chief operating officer. Greg mentors at the Volta Startup House and teaches on the subject of digital marketing and sales for startups.

Amanda Nelson, Content Marketing Specialist, Salesforce @amandalnelson Amanda Nelson is senior manager of AppExchange content and community at Salesforce. She has a content marketing and community management background, and has worked in account management for interactive and full service advertising agencies. Melinda Gonzalez, Principal, Melinda Gonzalez Advisors @RealMelindaG Melinda Gonzalez is a customer experience advisor, consultant, speaker, and author. As an early member of Salesforce’s corporate customer success team, she was part of a collective that defined and established the customer success management industry as it exists today. During her 10 years at Salesforce, she pioneered programs that institutionalized customer advocacy. She currently helps startups understand what it takes to create loyal customers and brand advocates, while increasing revenue through exceptional customer experiences. Melinda also develops strategies for companies to manage the customer funnel from adoption to retention through renewal and advocacy. Her philosophy is that creating remarkable customer experiences is both a science and an art. Based in San Francisco, she maintains a creative mind and learns about new cultures by traveling the world.

Contributing Authors Judy Loehr, General Partner, Cloud Apps Capital Partners @judyloehr Judy Loehr is a venture partner with Cloud Apps Capital Partners, a San Francisco-based firm focused on early-stage cloud business application companies. Judy has 15 years of operating experience in the cloud business application market and deep expertise in both SaaS and business freemium models. As one of the original Salesforce product managers, Judy owned all new products and helped develop and launch the Salesforce AppExchange. She then built out the first integrated marketing team, managed 20+ major marketing launches, and worked closely with the first generation of AppExchange partners. Upon leaving Salesforce, Judy became one of the world’s leading marketing consultants for cloud business application companies, applying her messaging, packaging, and product launch expertise to 30+ companies. Judy has a bachelor’s in economics from Occidental College. Mike Kreaden, Sr. Director, Startup Relations, Salesforce @mikekreaden Mike Kreaden has helped hundreds of startups get to market during his 14 years at Salesforce. Mike got his startup mojo flowing as a co-founder of Honeybee Software, a Canadian business software company that successfully IPO’d in 1998. He holds a bachelor’s degree in mechanical engineering from McGill University.

About Salesforce for Startups Salesforce for Startups is a program designed to provide access to the Salesforce technology, tools, and expertise needed to become a customer- and community-focused company — and succeed. As a member, you gain access to a self-service website where you are able to discover products, track your progress, and inspire others by sharing your startup story with the Salesforce for Startups community. Join us today at startups.salesforce.com. Follow us on Twitter @salesforcestart to stay current on program news and book updates.