Salesforce.com 2009 Annual Report Download - page 8

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Table of Contents
• Pursuing new customers and new territories aggressively. We believe that our cloud application and platform offerings provide significant value
for businesses of any size. As a result, we will continue to aggressively target businesses of all sizes, primarily through our direct sales force. We
have steadily increased and plan to continue to increase the number of direct sales professionals we employ, and we intend to develop additional
distribution channels for our service. We have created several editions of our service to address the distinct requirements of businesses of
different sizes. We also believe that there is a substantial market opportunity for our service outside of North America. We plan to continue to
aggressively market to customers outside of North America by recruiting local sales and support professionals and by building partnerships that
help us add customers in these regions.
• Deepening relationships with our existing customer base. We believe there is significant opportunity to leverage our relationships with existing
customers. As the customer realizes the benefits of our service, we aim to either upgrade our customers to higher premium priced editions or sell
more subscriptions by targeting additional functional areas and business units within the customer organization and ultimately pursuing
enterprise-wide deployments. We aim to have our customers renew their subscriptions at the end of their contractual terms and run customer
success and other programs in an effort to secure renewals of existing customers.
• Continuing to lead the industry transformation to cloud computing. We believe that the market transformation to cloud applications and
platforms is a growing trend in the information technology industry. We enable customers of all sizes to benefit from the capabilities of enterprise
software applications. We believe we have established a leadership position in this new enterprise cloud computing industry both as a successful
vendor of CRM application services and also as an enabler for third parties to create their own cloud applications through our platform. We seek
to extend our leadership position in this industry by continuing to innovate and bringing new application and platform services and value-added
technologies to market, as well as by providing the tools needed by third parties to develop their own cloud applications on our platform.
• Encouraging the development of third-party applications on our Force.com cloud computing platform. Our Force.com cloud computing platform
enables existing customers, ISVs and third-party developers to develop and deliver cloud applications they have built in our multi-tenant
environment. It is a platform on which applications can be created, tested, published, and run. In addition, these applications can be listed on the
AppExchange, our online marketplace of cloud applications, or sold by ISVs. We believe the ecosystem of cloud developers and ISVs will
address the business requirements of both current and potential customers.
The Salesforce CRM Service
Our comprehensive array of services enable customers and subscribers to systematically record, store, analyze, share, and act upon business data and to
help businesses manage customer accounts, track sales leads, evaluate marketing campaigns, and provide post-sales service. We also enable companies to
generate reports and summaries of this data and share them with authorized individuals across functional areas. Most of the features of our service can be
accessed through a variety of devices, including laptop computers and mobile devices. Additionally, our service is highly configurable in a short amount of
time, enabling our customers to tailor its appearance, policy settings, language, workflow, reports, and other characteristics without the use of significant IT
resources or consultants.
During fiscal 2010, our services were marketed under the two brands, the Sales Cloud and the Service Cloud:
• Sales Cloud. The sales force automation features of our application services are marketed under our Sales Cloud brand. Through the Sales Cloud,
users are able to be more productive through the automation of manual and repetitive tasks and access to better and more organized data about
their current customers and prospects. Our customers are also able establish a system and process for recording, tracking, and sharing information
about sales opportunities, sales leads, sales forecasts, the
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