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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Behind the Cloud: The Untold Story of How Salesforce.com Went from Idea to Billion-dollar Company-and Revolutionized an Industry

Format:  Hardcover,

278 pages

Publisher: John Wiley & Sons Inc

Publish Date: Oct 2009

ISBN-13: 9780470521168

ISBN-10: 0470521163

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Book Information

The following content was provided by the publisher.
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.

Specifications

Author:
Author:
Publisher: McGraw-Hill
Publish Date: Sep 2006
ISBN-13: 9780071468985
ISBN-10: 0071468986
Format: Hardcover
Number of Pages: 984
Shipping Weight (in pounds): 1.14
Product in Inches (L x W x H): 6.25 x 9.25 x 1.25

Chapter outline

Foreword by Michael Dell, Chairman and CEO of Dellp. xi
Introductionp. xvii
The Start-Up Playbook: How to Turn a Simple Idea into a High-Growth Companyp. 1
Allow Yourself Time to Rechargep. 1
Have a Big Dreamp. 3
Believe in Yourselfp. 5
Trust a Select Few with Your Idea and Listen to Their Advicep. 7
Pursue Top Talent as If Your Success Depended on Itp. 8
Sell Your Idea to Skeptics and Respond Calmly to Criticsp. 9
Define Your Values and Culture Up Frontp. 11
Work Only on What Is Importantp. 12
Listen to Your Prospective Customersp. 13
Defy Conventionp. 14
Have-and Listen to-a Trusted Mentorp. 14
Hire the Best Players You Knowp. 15
Be Willing to Take a Risk-No Hedgingp. 18
Think Biggerp. 20
The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picturep. 23
Position Yourselfp. 23
Party with a Purposep. 25
Create a Personap. 27
Differentiate, Differentiate, Differentiatep. 28
Make Every Employee a Key Player on the Marketing Team, and Ensure Everyone Is On Messagep. 33
Always, Always Go After Goliathp. 34
Tactics Dictate Strategyp. 37
Engage the Market Leaderp. 39
Reporters Are Writers; Tell Them a Storyp. 40
Cultivate Relationships with Select Journalistsp. 41
Make Your Own Metaphorsp. 44
No Sacred Cowsp. 44
The Events Playbook: How to Use Events to Build Buzz and Drive Businessp. 47
Feed the Word-of-Mouth Phenomenonp. 47
Build Street Teams and Leverage Testimonyp. 49
Sell to the End Userp. 52
The Event Is the Messagep. 54
Reduce Costs and Increase Impactp. 57
Always Stay in the Forefrontp. 60
The Truth About Competition (It Is Good for Everyone)p. 60
Be Prepared for Every Scenario...and Have Funp. 61
Seize Unlikely Opportunities to Stay Relevantp. 63
Stay Scrappy...but Not Too Scrappyp. 65
The Sales Playbook: How to Energize Your Customers into a Million-Member Sales Teamp. 67
Give It Awayp. 67
Win First Customers by Treating Them Like Partnersp. 69
Let Your Web Site Be a Sales Repp. 72
Make Every Customer a Member of Your Sales Teamp. 73
Telesales Works (Even Though Everyone Thinks It Doesn't)p. 76
Don't Dis Your First Product with a Discountp. 78
Sales Is a Numbers Gamep. 79
Segment the Marketsp. 80
Leverage Times of Changep. 82
Your Seeds Are Sown, so Grow, Grow, Growp. 86
Land and Expandp. 95
Abandon Strategies That No Longer Serve Youp. 96
Old Customers Need Lovep. 97
Add It On and Add It Upp. 98
Success Is the Number One Selling Featurep. 100
The Technology Playbook: How to Develop Products Users Lovep. 103
Have the Courage to Pursue Your Innovation-Before It Is Obvious to the Marketp. 103
Invest in the Long Term with a Prototype That Sets a Strong Foundationp. 106
Follow the Lead of Companies That Are Loved by Their Customersp. 107
Don't Do It All Yourself; Reuse, Don't Rebuildp. 109
Embrace Transparency and Build Trustp. 110
Let Your Customers Drive Innovationp. 115
Make It Easy for Customers to Adoptp. 119
Transcend Technical Paradigmsp. 120
Provide a Marketplace for Solutionsp. 125
Harness Customers' Ideasp. 127
Develop Communities of Collaboration (aka Love Everybody)p. 131
Evolve by Intelligent Reactionp. 132
The Corporate Philanthropy Playbook: How to Make Your Company About More Than Just the Bottom Linep. 135
The Business of Business Is More Than Businessp. 135
Integrate Philanthropy from the Beginningp. 139
Make Your Foundation Part of Your Business Modelp. 140
Choose a Cause That Makes Sense and Get Experts on Boardp. 144
Share the Modelp. 146
Build a Great Program by Listening to the Constituentsp. 148
Create a Self-Sustaining Modelp. 153
Share Your Most Valuable Resources-Your Product and Your Peoplep. 156
Involve Your Partners, Your Vendors, Your Networkp. 159
Let Employees Inspire the Foundationp. 161
Have Your Foundation Mimic Your Businessp. 166
The Global Playbook: How to Launch Your Product and Introduce Your Model to New Marketsp. 169
Build Global Capabilities into Your Productp. 169
Inject Local Leaders with Your Corporate DNAp. 170
Choose Your Headquarters and Territories Wiselyp. 172
Box Above Your Weightp. 175
Scale Without Overspendingp. 176
Understand Sequential Growthp. 177
Uphold a One-Company Attitude Across Bordersp. 178
Follow Strategy, Not Opportunityp. 179
Going Far? Take a Partner. Going Fast? Go Alonep. 180
Fine-Tune Your International Strategyp. 182
Send Missionaries to Build New Marketsp. 186
Handle Global Disputes with Diplomacy (aka Light and Love)p. 188
Edit an Overarching Outlookp. 192
Bring Old Tricks to New Regionsp. 196
Don't Use a "Seagull Approach"; the Secret to Global Success Is Commitmentp. 198
The Finance Playbook: How to Raise Capital, Create a Return, and Never Sell Your Soulp. 201
Don't Underestimate Your Financial Needsp. 201
Consider Fundraising Strategies Other Than Venture Capitalp. 203
Use Internet Models to Reduce Start-Up Costsp. 206
Set Yourself Up Properly from the Beginning, Then Allow Your Financial Model to Evolvep. 207
Measure a Fast-Growing Company on Revenue, Not Profitabilityp. 208
Build a First-Class Financial Teamp. 209
Be Innovative and Edgy in Everything You Do-Except When It Comes to Your Financesp. 210
When It Comes to Compliance, Always Play by the Rulesp. 215
Focus on the Futurep. 218
Allow for Change as Your Company Growsp. 220
The Leadership Playbook: How to Create Alignment-the Key to Organizational Successp. 225
Use V2MOM to Focus Your Goals and Align Your Organizationp. 225
Use a Top-Down and Bottom-Up Approachp. 230
Build a Recruiting Culturep. 233
Recruiting Is Salesp. 236
Keep Your Standards High as You Growp. 239
How to Retain Top Talentp. 242
The Importance of Mahalop. 244
Foster Loyalty by Doing the Right Thingp. 246
Challenge Your Best People with New Opportunitiesp. 247
Solicit Employee Feedback-and Act On Itp. 249
Leverage Everythingp. 252
The Final Playp. 255
Make Everyone Successfulp. 255
Notesp. 261
Acknowledgmentsp. 265
About the Authorsp. 269
Indexp. 271

Book description

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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