1. The Technology Behind the Social Enterprise
Steven Tamm
CTO, CRM, salesforce.com
/steventamm
@tammforce
in/steventamm

2. Safe Harbor
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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 product or service availability, 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.
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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-Q for the most recent fiscal quarter ended July 31, This documents and others containing important disclosures 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 presentations, 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. Outline Powering the Social Enterprise Multitenant Architecture
True to the Core of CRM
Listening to the Customer
How you can help us improve

4. Powering the Social Enterprise

5. Delight Your Customers and Employees
Listen & Analyze
Social Marketing
Product & Partners
Collaborate
Service &
Engage
Automate & Extend
Connect & Sell
Social Customer Profile
Employee Social Networks
Customer & Product Social Networks
Social Enterprise

6. Force.com powers the social enterprise
Common social profile
Unified data model
Open integration

7. Salesforce Architecture
Trusted, Multi-tenant Infrastructure
sites
native
HTML5
communities
sales cloud
database.com
data.com
chatter
APIs / Integration
service cloud
appexchange
custom apps
force.com
portals
radian6
site.com
heroku
social
customer
profile

8. The Core of the Social Enterprise: Multi-tenant Cloud Computing
Fast
Easy
No Hardware No Software
Automatic Upgrades Pay-as-you-go
Everyone
Open
Democratic
Economical
Logic/data Portability Any Device

9. What Salesforce.com does for you?
We do
Infrastructure
Services
We do
Application
Services
We do
Operations
Services
YOU get to focus on innovation
Network
Storage
Operating System
Database
App Server
Web Server
Data Center
Security
Sharing
Integration
Customization
Web Services
API
Multi-Language
Authentication
Availability
Monitoring
Patch Mgmt
Upgrades
Backup
NOC
Customize your CRM
Build your data model
Build your business logic
Build your user interface
Force.com faster, easier and lower risk than traditional single-tenant platforms.
With force.com you can focus on innovation, not infrastructure. We believe that developers should be able to focus on building their applications vs. worrying about the hardware and software infrastructure required to run these applications. This approach allows IT organizations to build apps faster, with less resources and with no infrastructure impact.
The reason this is possible is because force.com provides all of the infrastructure, application and operational service required to build and run enterprise-class business applications.
There is no data center to manage … no hardware, storage or network to set up .. No backups or disaster recovery. We take care of all of this for you
We accelerate the development and deployment of your apps by proving many of the common application services or building blocks of enterprise apps as a service so you don’t have to re-build these for every app.
Additionally from an operational perspective, we handle all the performance tuning, software patches and updates, backup and disaster recovery. All of this comes as a service and requires zero customer effort or attention.
What all this means for you is that you can focus on your unique app vs. all of the hardware, software and operations required to run it. You focus on what’s unique: the data model, business logic and user interface of your app and we handle the rest.
Force.com allowed us to create and deliver a total of 14 applications – all without the expense and hassles of traditional application development. “ ” 9

10. Multitenancy

11. One Cloud with Many Customers
Shared Elastic Services
One Data Store per Pod
10K+ Customers per Pod
50+ Pods
All data segregated by customer
All operations include tenant ID
Disaster Recovery
Per tenant encryption keys

12. What is in a Pod

13. What Multitenancy means for Salesforce R&D
One Version
No Legacy Teams Bugs fixed for everyone
No software or hardware for you
Seamless upgrades
No legacy code or legacy developers
No bespoke features in core
Every release goes to all our customers
We run 200K+ tests on every checkin
trust.salesforce.com
Staggered Releases

14. What Multitenancy means for Salesforce R&D
One Version
Automation
No Legacy Teams Bugs fixed for everyone
200K+ of our Tests Run your tests as well
No software or hardware for you
Seamless upgrades
No legacy code or legacy developers
No bespoke features in core
Every release goes to all our customers
We run 200K+ tests on every checkin
trust.salesforce.com
Staggered Releases

15. What Multitenancy means for Salesforce R&D
One Version
Automation
No Legacy Teams Bugs fixed for everyone
200K+ of our Tests Run your tests as well
Pod Architecture
Staggered Releases Scalability across all sizes
No software or hardware for you
Seamless upgrades
No legacy code or legacy developers
No bespoke features in core
Every release goes to all our customers
We run 200K+ tests on every checkin
trust.salesforce.com
Staggered Releases

16. What Multitenancy means for Salesforce R&D
One Version
Automation
No Legacy Teams Bugs fixed for everyone
200K+ of our Tests Run your tests as well
Pod Architecture
Predictability
Staggered Releases Scalability across all sizes
Three major releases/year Bug fixes every week
No software or hardware for you
Seamless upgrades
No legacy code or legacy developers
No bespoke features in core
Every release goes to all our customers
We run 200K+ tests on every checkin
trust.salesforce.com
Staggered Releases

17. What Multitenancy means for Salesforce R&D
One Version
Automation
No Legacy Teams Bugs fixed for everyone
200K+ of our Tests Run your tests as well
Pod Architecture
Predictability
Staggered Releases Scalability across all sizes
Three major releases/year Bug fixes every week
No software or hardware for you
Seamless upgrades
No legacy code or legacy developers
No bespoke features in core
Every release goes to all our customers
We run 200K+ tests on every checkin
trust.salesforce.com
Staggered Releases

18. What Makes Us Different?
Social Enterprise Platform
Powered by Multitenancy
Feeds
Profiles
Files
Social Graph
Social
Right Experience
Any Device
Customizable
Mobile
Open
Open Standards Open Technologies Open Interfaces Open Languages
Real-time notifications
Real-time workflow
Real-time feeds
Real-time

19. “Skate where the puck’s going”
Sales and Service are different from 5 years ago
Ubiquity of Mobile Connected Devices
Social replacing
15M iPads sold in the last quarter

20. Investing in the future
Next Generation technologies
Focus and investment shifted

21. True to the Core of CRM

22. “True to the Core” is a Social Movement Started by Customers
It Started With An Idea
Then A Blog
Then a Chatter Group

23. How we heard you Chatter IdeaExchange Customer Surveys
Twitter and Blogs (Radian6)
Support Cases

24. Categorizing the Complaints
All CRM not customizable using the platform
Difficult UI around some CRM features
Technically Difficult Backlog Items
Backwards Compatibility
New Technology

25. Thank you for reminding us
Agile Development tends toward “Large” Features
Quality effort for older features higher
Evolution of database.com makes “new” things easier
Never rest on our laurels

26. Prioritize Based on Usage and Demand
User Adoption
Customer Surveys
IdeaExchange Demand
Strategic Importance
Contacts
Tasks
Sales Teams

27. Listening to the Customer

28. We are listening and delivering for CRM
We increased investment in CRM development
We created new internal teams and increased staffing
We focused on being “True to the Core”

29. Delivering 300K+ Idea Points This Year
Target Release
Salesforce Mobile for Google Android
26K
Winter ‘12
Exception Reporting (outer joins)
41K
Spring ‘12
Cross Object Workflow
39K
Joined Reports
Spring ’12
Multiple Contacts on an Activity
49K
Summer ‘12
Setup Search
14K

30. Delivering Small Ideas
Points
Target Release
Filters on Dashboard Components 3K
Winter ‘12
Field Updates retrigger Workflow 5K
Spring ‘12
Criteria-based sharing for all objects 1K
Keep column size when editing lists 0K
Spring ’12
Reorder search results
Alphabetize Reports

31. Why can’t you just fix my feature?
Trust is our #1 value
Backwards Compatibility
Workaround available
Complexity
Multiple Contacts per Activity
State & Country as a Picklist
Country starts with “BH”: Bahrain (BH) or Bhutan (BT)?
Visibility: Which activities am I allowed to see?
Update existing clients that assumed one contact
Maintain Activity Report performance
Sacrifices: Contact limit, LastActivityDate
Migrate all the old unclean data to use Country codes
Support old API integrations that use “USA” not “US”
Migrate reports, dashboards, validation rules, etc

32. We Value Consistent Improvement
API First, Mobile Second, Web Third
One Integrated Platform for All Applications
No middleware needed
Migrate customers to the state of the art at their pace

33. How You Can Help

34. Idea Exchange http://ideas.salesforce.com
Join the Customer Community
Ask your questions
Provide new ideas and vote up your issues
Talk to support if it is a bug
If it’s broken, we want to know!

35. Dreamforce Community http://dreamforce.com http://developer.force.com
Join the Chatter Groups
Get support for your ideas from the broader community
Crowd sourced solution
Community Boards for developers
Code sharing for Apex

36. More information about multitenancy
Search for Force.com Multitenant Whitepaper
in your favorite search engine
Multitenant Magic Webinar
@tammforce