Journey to the AppExchange: How to Launch Into a New Ecosystem

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In the first installment of our new webinar series, Journey to the AppExchange, CodeScience Chief Revenue Officer, Sean Hogan, talks with OpenText about their journey from premiere partner at SAP to launching into the Salesforce ecosystem, to their current success with three products on the AppExchange and lessons learned along the way.

Software

Today’s Speakers:
Sean Hogan
CRO
CodeScience
Bernd Hennicke
Senior Director, Ecosystems Strategy
OpenText
Wolfgang Tindle
Director, Ecosystem Strategy
OpenText

● About CodeScience
● Journey to the AppExchange series overview
● Lesson learned from OpenText and their AppExchange Journey
■ Entry into the Salesforce ecosystem
■ Expanding the portfolio
■ Building internal momentum
■ Key lessons learned
● Takeaways and Action steps for all ISVs
● Open Q&A (submit questions via Q&A button)
Agenda

ISV Functions in Journey to the Appexchange:
Strategy
Product
Management
Product
Marketing
Marketing
Ops
Sales Ops
Seller’s
Journey
Buyer’s
Journey
Sales
Sales
Engineers
SFDC
Alliances
Marketing Deploy
Support

Welcome Bernd & Wolfgang!
Bernd Hennicke
Senior Director, Ecosystems Strategy
OpenText
Wolfgang Tindle
Director, Ecosystem Strategy
OpenText

NASDAQ, TSX: OTEX
Information Management
Cloud and on-premises
#1
#1
BN
#1
CCM
#1
DAM
#1
ECM
$3.3B
FY21 revenue
15,000
Employees
1,200
Partners
90%of
Fortune 1000
companies
30 years
of innovation
75,000+
Enterprise
Customers
125
Worldwide
office locations
40
Countries
A TSX-60 Company
OpenText Trusted Partner for your Growth
Easylink GXS
Hightail
CEM and CCM
Assets from HP
Recommind
Spicer Corp
Captaris
Hummingbird
Nstein
StreamServe
Artesia
IXOS Software
Year Founded
2003 2013 2015 2017
2012 2014 2016 2018
2008
2006 2010
2004
1991
Covisint
Guidance Software
SER Solutions
Software, Austria
Actuate
SER eGovernment
Deutschland
Gauss Interprise EMC’s Enterprise
Content Division
Liaison
Cordys
Trillions
in network
commerce
Informative
Graphics
Corporation (IGC)
2019
Carbonite

The OpenText Journey in the Appexchange
OpenText ©2021 All rights reserved

Our Journey to the AppExchange
OpenText ©2021 All rights reserved
2018 2019 2020 2021
2016
First steps
Sign up to become Salesforce
ISV partner
1st app on AppExchange
Validation
Several large enterprise deals
Increasing demand
3rd
app on AppExchange
Expansion
Significant revenue jump
Further expansion of
AppExchange portfolio planned
First success
First year of 7 digit app revenue
2nd app on AppExchange
Focused growth
COVID impact – investment backlog
Build pipeline through upsell and
cross-sell of existing portfolio

Key Takeaways
● Build strong personal relationships with
your Salesforce PAMs and execs
● Stuck? Need help? Get professional help!
● Laser focus on big bets
● Build on your strengths
● Don’t be afraid to be the odd one in the
room
● Make sure your processes scale
● Don’t underestimate Security Review
process for your first solution!
● It is a big ecosystem. Don‘t spread yourself
too thin.
● Don’t try to figure everything out yourself
● Don’t expect too much attention from the
Salesforce field in the beginning
DO’S DON’TS

Action for all ISVs
Action Resources Completed
OpenText Listing Review https://sforce.co/3jSXqLo
https://sforce.co/3jJOvf3
https://sforce.co/2XluYtV
AMP + Vertical ebook for Fins https://www.appexchangeguides.com/e/op
entext-industry-ebook-63hsg5q8n8ttr
OpenText | CS To Do List:
Demo Optimization Challenge
Trial Optimization Challenge
Lead to Sale conversion rates
Personas & User Switcher https://sforce.co/3CFIokI

Please Submit Your Questions Below
Open Q&A

Contact Us:
Sean Hogan
Continue the Conversation
sean@codescience.com
Wolfgang Schmidhuber-Tindle
wschmidh@opentext.com
Bernd Hennicke
bhennick@opentext.com

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2. Today’s Speakers: Sean Hogan CRO CodeScience Bernd Hennicke Senior Director, Ecosystems Strategy OpenText Wolfgang Tindle Director, Ecosystem Strategy OpenText

3. ● About CodeScience ● Journey to the AppExchange series overview ● Lesson learned from OpenText and their AppExchange Journey ■ Entry into the Salesforce ecosystem ■ Expanding the portfolio ■ Building internal momentum ■ Key lessons learned ● Takeaways and Action steps for all ISVs ● Open Q&A (submit questions via Q&A button) Agenda

4. About CodeScience

5. Client success: 10% of the AppExchange

6. Journey to the AppExchange

7. Revenue Stage - Team Design Changes

8. Salesforce ISV Lifecycle:

9. ISVs want to build a Thriving Business:

10. ISV Functions in Journey to the Appexchange: Strategy Product Management Product Marketing Marketing Ops Sales Ops Seller’s Journey Buyer’s Journey Sales Sales Engineers SFDC Alliances Marketing Deploy Support

11. OpenText’s Journey

12. Welcome Bernd & Wolfgang! Bernd Hennicke Senior Director, Ecosystems Strategy OpenText Wolfgang Tindle Director, Ecosystem Strategy OpenText

13. About OpenText

14. NASDAQ, TSX: OTEX Information Management Cloud and on-premises #1 #1 BN #1 CCM #1 DAM #1 ECM $3.3B FY21 revenue 15,000 Employees 1,200 Partners 90%of Fortune 1000 companies 30 years of innovation 75,000+ Enterprise Customers 125 Worldwide office locations 40 Countries A TSX-60 Company OpenText Trusted Partner for your Growth Easylink GXS Hightail CEM and CCM Assets from HP Recommind Spicer Corp Captaris Hummingbird Nstein StreamServe Artesia IXOS Software Year Founded 2003 2013 2015 2017 2012 2014 2016 2018 2008 2006 2010 2004 1991 Covisint Guidance Software SER Solutions Software, Austria Actuate SER eGovernment Deutschland Gauss Interprise EMC’s Enterprise Content Division Liaison Cordys Trillions in network commerce Informative Graphics Corporation (IGC) 2019 Carbonite

15. OpenText Timeline

16. 2016 …….revenue $0

18. Our Journey to the AppExchange OpenText ©2021 All rights reserved 2018 2019 2020 2021 2016 First steps Sign up to become Salesforce ISV partner 1st app on AppExchange Validation Several large enterprise deals Increasing demand 3rd app on AppExchange Expansion Significant revenue jump Further expansion of AppExchange portfolio planned First success First year of 7 digit app revenue 2nd app on AppExchange Focused growth COVID impact – investment backlog Build pipeline through upsell and cross-sell of existing portfolio

19. Key Takeaways

20. Key Takeaways ● Build strong personal relationships with your Salesforce PAMs and execs ● Stuck? Need help? Get professional help! ● Laser focus on big bets ● Build on your strengths ● Don’t be afraid to be the odd one in the room ● Make sure your processes scale ● Don’t underestimate Security Review process for your first solution! ● It is a big ecosystem. Don‘t spread yourself too thin. ● Don’t try to figure everything out yourself ● Don’t expect too much attention from the Salesforce field in the beginning DO’S DON’TS

21. Action for all ISVs Action Resources Completed OpenText Listing Review https://sforce.co/3jSXqLo https://sforce.co/3jJOvf3 https://sforce.co/2XluYtV AMP + Vertical ebook for Fins https://www.appexchangeguides.com/e/op entext-industry-ebook-63hsg5q8n8ttr OpenText | CS To Do List: Demo Optimization Challenge Trial Optimization Challenge Lead to Sale conversion rates Personas & User Switcher https://sforce.co/3CFIokI

22. Please Submit Your Questions Below Open Q&A

23. Contact Us: Sean Hogan Continue the Conversation sean@codescience.com Wolfgang Schmidhuber-Tindle wschmidh@opentext.com Bernd Hennicke bhennick@opentext.com

Journey to the AppExchange: How to Launch Into a New Ecosystem

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