Consumer Goods Breakout at Dreamforce 2014 with Kellogg and Coca Cola

Consumer Goods Session:

Foodservice, Thursday, 9am

Moderator:

Mike Jortberg

Speakers:

David Thomsen, CocaCola

Adam LeDonne, Kellogg’s

Safe Harbor

Safe harbor statement under the Private Securities Litigation Reform Act of 1995:

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.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service,

new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or

delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any 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-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These 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.

Mike JortbergDirector, Salesforce Services

Chicago, Consumer Goods

[email protected]

(847)962-3321

mailto:[email protected]

Foodservice

David Thomsen, The Coca-Cola Company (23 yrs)

• TCCC, Senior Manager II Sales Deployment FSOP (1 yr)

• TCCC, Senior Manager II IT – Commercial Leadership (1 yr)

• Coca-Cola Refreshments, Business Systems Analyst II SAP (7 yrs)

• Coca-Cola Enterprises, Business Analyst I – Pricing (7 yrs)

Adam LeDonne, Kellogg’s (2 yrs)

• Kellogg’s, Director Sales Strategy (2 yrs)

• Heinz, Sale Productivity Group Leader, Category Development Manager, Associate

Brand manager Chef, Associate Manager, Product and Supply Planning, Inventory

Control Representative (13 yrs)

FoodserviceBusiness Challenge

Solving communication gaps and

data sharing challenges between tiers

Streamlining marketing, selling and support within each tier

Place

Customer or

Partner logo in

white area of

slide, centered

David ThomsenSenior Manager II – Deployment IT (Sales)

Fun Facts

8Classified - Internal use

Our Customers

Business ChallengesThe Sales Force Toolkit Lotus Notes system is a burning platform whose Web interface supports the NFSOP, NRS, and Region Sales businesses

• 10+ year old infrastructure/hardware

• Lotus Notes development and support skill gaps – out of warranty support

• No Disaster Recovery

• System outages and performance issues during critical business planning windows

• Very limited ability to deliver new capabilities (skills and technology)

• TCCC Global IT is exiting from supporting Lotus Notes in August 2014 - support will be transferred to CCR

Classified - Internal use

Look Familiar?

Sales Force Toolkit (SFTK) Lotus Notes Re-Platform

Objective

Address a burning system platform and retire the National FSOP Lotus Notes Database system and also…

• Provide a foundation and sustainable solution for NRS, FS&OP, and Region customer account teams (build the platform infrastructure)

• Continue to deliver current business capabilities

• Leverage existing and destination technology solutions where possible

Scope

• Develop a roadmap for replacing ALL Sales Force Toolkit Lotus Notes applications with targeted technology solution(s) and retiring the Lotus Notes Databases following an established roadmap

• Leverage the Sales Force Toolkit Web UI as a front-end where applicable based upon destination solutions


Sales Force Tool Kit Replacement Project

Sales Force Toolkit is a Lotus Notes system that supports the day to day functions of a

$4 Billion National Food Service business.

Our National Retail Sales team does not have a single “Go To” destination to support their customer management needs.

Classified - Internal use12

Project Vision

Provide our National Customer Account teams with a single, easy to use

platform to efficiently access business capabilities to best serve our

Customers and fully replace Lotus Notes

All Three CCR Sales Teams Leverage NFSOP Chain Security To

Manage Chain Customers


Planning

Acc Xfer

SET

RIM

MCSS

Subway

Volume

Research

BID

Agency BID

BK

CFV

LOS

TrackerCAS CRM

SAP CRM

SAP - CONA

SFA

Customer Outlet FocusOutlet focus within CCR Territories

Customer Chain FocusOutlet focus within CCR Territories

Leveraging NFSOP Chain Security

NRS and Region Sales Key Accounts

NFSOP

Business Challenges

Salesforce Footprint/Solutions

• A mix of SaaS and PaaS offerings from Salesforce to best fit the application needs with AppExchange to increase abilities

• WebMethods integration layer for pushing mainframe data into Salesforce

• All apps fit Sales and Service Clouds or the force.com Platform

• Nearly 1,500 users across 3 phased releases

Legacy System ScreenshotsCall View

Legacy System ScreenshotsCall Profile

Legacy System ScreenshotsCustomer Call

History

Video Demonstration: RSS Call CenterSlides Call Center








Business Results

• Move off a 15+ year old platform

• All the scalability, flexibility, and modern UI that Salesforce provides

• Users can stop being hampered by Lotus Notes workarounds and can start

focusing on the business and innovation

• All apps are candidates for mobile access via Salesforce1*

– All apps now will have from-anywhere access…relaxing the need for a special Client or VPN

• Reduced data redundancy, increased data visibility (Customer 360), maintained

data security architecture

• Excited users with a high level of user adoption and evangelism throughout their

departments

Place

Customer or

Partner logo in

white area of

slide, centered

Adam LeDonneDirector of Sales Strategy

Kellogg Specialty Channels

Kellogg’s Specialty Channels

Foodservice

Convenience

Vending

Girl Scouts

All Other

Distinct Business Channels

Across Multiple Segments

Associate OpportunityIncrease Productivity of Our Most Valuable Asset

Employee

Engagement

GOS - Opportunity

1.Work Life

2.Work load

3.Leaders making change to compete

4.Trust leaders of Kellogg

5.Open two way communication

6.Communication to do Job

Gap from Norm

1. (31%) below

2. (34%) below

3. (22%) below

4. (18%) below

5. (17%) below

6. (17%) below

OPPORTUNITY

Who is Managing Who?

Associate OpportunityIncrease Productivity of Our Most Valuable Asset

From To

33% of our AOP GSV in

effectiveness upside

Salesforce Footprint/Solutions

Automate your

Processes

Make Smart Decisions

Collaborate

with Partners

Sell from

Anywhere

Find New Customers

Connect

& Sell

Connect to win

Gather

Social Intelligence

Everything a Salesperson

needs in 1 minute

Digital Sales Aid – K-Compass

Digital Sales Aid – K-Compass

Digital Sales Aid – GPS Tracking

Saving Time Though

Simplification

Saving Time Though Social

Collaboration

Saving Time

Though Social

Driving Significant Engagement By Delivering Value

Engagement

283%1 Improvement in KSC

Engagement Since Launch

Delivering on

Committed Objectives

Integrated Selling System (ISS)

1 – Number of KSC user logging into system week 24 vs week 33

Lessons Learned

End User First Don’t Eat an Elephant Be FlexibleKnow there are things

you don’t know

Foodservice Questions

• How do you define the line between “Front Office” and “Back Office”?

• What are the biggest changes you’ve seen in this industry in the past

few years?

• Where do you see the market going in the next three years?

Technology

Consumer Goods Breakout at Dreamforce 2014 with Kellogg and Coca Cola