Go-To-Marketing Strategies for Salesforce ISVs


The Salesforce ecosystem is growing faster than ever, and becoming an ISV can be a lucrative business opportunity if done right. In this blog post, I’ll share my thoughts on creating a successful go-to-market strategy for a new Salesforce ISV.

First things first, you need to have a clear understanding of your target audience. Who are they? What problems are they facing? And how can your solution solve those problems? Without a clear understanding of your target market, it’s tough to build a successful go-to-market strategy. So, do your research, gather data, and understand the market landscape.

Once you’ve identified your target audience, it’s time to create a compelling value proposition. Your value proposition should be unique, clear and communicate your solution’s benefits to your target audience. Remember, your value proposition should be about your solution’s value, not just the features.

Now, let’s talk about the channels you should use to reach your target audience. Salesforce has a large and active user community, so it’s important to tap into that community. Here are a few channels you can use to reach your target audience:

  1. AppExchange – The Salesforce AppExchange is the go-to marketplace for Salesforce users looking for solutions. So, make sure you have a presence on the AppExchange.
  2. Social Media – Social media is a great way to reach your target audience. Use social media platforms like Twitter, LinkedIn, and Facebook to promote your solution.
  3. Community Events – Salesforce community events like Dreamforce are a great way to connect with your target audience. Attend these events and engage with your target audience.
  4. Partnerships – Partnering with other ISVs, consulting partners, or system integrators can help you reach a broader audience.
  5. Direct Sales – If your solution is enterprise-focused, consider building a direct sales team to reach out to potential customers.

Next, let’s talk about pricing. Pricing can make or break a product. So, it’s important to get it right. Make sure you have a pricing strategy that aligns with your target audience and is competitive in the market.

Finally, let’s talk about metrics. You need to track your go-to-market metrics to understand how your strategy is performing. Here are a few metrics to track:

  1. Conversion Rate – This is the percentage of users who download your solution after visiting your AppExchange page.
  2. Customer Acquisition Cost (CAC) – This is the cost of acquiring a new customer. You need to make sure your CAC is lower than your customer lifetime value (CLTV).
  3. Monthly Recurring Revenue (MRR) – This is the monthly revenue generated by your solution. Make sure your MRR is growing every month.
  4. Churn Rate – This is the percentage of customers who cancel their subscription every month. Make sure your churn rate is low.

To wrap up creating a successful go-to-market strategy for a new Salesforce ISV requires a clear understanding of your target audience, a unique value proposition, effective channels, competitive pricing, and a focus on metrics. So, go out there, be bold, be innovative, and make it happen!

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