Dreamforce 2024 - Go To Market Kit

Dreamforce ’24 Go-To-Market Kit E R 1 7 - 1 B 9 • E M O T C PE S I S C • S A N N F R A AI supported the writers and editors of this PDF.

Calling all Partnerblazers: Humans and Agents are driving customer success! Welcome to the Dreamforce Go-To-Market Kit for Partners! This kit is packed with valuable resources and event assets from Dreamforce, our 昀氀agship conference that took place in person and exclusively on Salesforce+ from September 17-19, 2024. The main goal of this kit is to provide you with the latest and greatest Dreamforce content and announcements. Its purpose is to help you engage with clients and enable them to grasp how Salesforce, together with its partners and Agentforce, can accelerate their AI journey and transform the way they work. By leveraging Agentforce, businesses can seamlessly integrate AI agents alongside human workers, driving unprecedented productivity and innovation. Through this kit, we hope you’ll see how. Logging a Lead To receive lead credit, all leads must be logged in the Partner Community for review by the Sales Development Team. 1. To get started, visit the Partner Community - Business Page at: https://partners. salesforce.com/PartnerBusiness 2. Submit your lead form and be sure to include the 18-digit Campaign ID: 770011eedd000000000044zz6666EEAAAAQQ. 3. Consult the FY24 Salesforce Partner Program Policy for information on referrals and sourced opportunities. 4. Reference this resource for help on tracking leads through the Partner Community. Brand Guidelines Learn more about Partner Branding Guidelines on the Partner Community. 2

Table of Contents 04 What is Dreamforce? 05 New Partner Program Bene昀椀ts 07 Dreamforce Announcements & Resources 09 Dreamforce Agentforce Announcements 12 Core Cloud Announcements 28 Industry Announcements 46 Partner Announcements 47 Sales & Marketing Resources 48 Build Your Sales/Marketing Journey 50 Email Templates 55 Call Scripts 58 Call Down Day 59 Strategic Alignment Meeting 61 Lead Nurturing 62 Social Media Kit By leveraging the contents of this Go-To-Market Kit, you can extend the impact of Dreamforce beyond the conference dates and create lasting connections with prospects and customers. We wish you great success in your post-conference engagements! 3

What is Dreamforce? Dreamforce, our annual conference, is a global gathering that brings together the entire Salesforce community for a unique and transformative experience. Established in 2003, it has grown far beyond a typical conference and has become an empowering journey that celebrates Trailblazers and their customer success stories. At Dreamforce, attendees from all over the world unite to share their stories of achievement and learn from one another. The event encompasses inspiring keynotes, thought-provoking sessions, and visionary thinking that shapes the future of business. It's not just about learning; it's about using that knowledge to drive real-world results and e昀昀ect positive change. While the conference took place in San Francisco, September 17-19, 2024, we also o昀昀ered a free online experience exclusively on Salesforce+ for those who could not attend in person. Dreamforce attracts professionals from diverse industries and lines of business, making it a truly global and inclusive event. Attendees have reported signi昀椀cant value from past conferences, with: • 96% learning something that helped solve business challenges • 95% saving time by discovering e昀케cient practices • 94% better engaging with customers using new solutions • 92% agreeing that Dreamforce was worth the time and investment What sets Dreamforce apart is its focus on practical solutions that drive business change and put customers at the center of everything. Attendees leave the event with renewed energy for personal and professional growth, along with innovative ways to drive customer success. Our aim is to inspire attendees to leverage their business as a platform for positive change. Dreamforce isn't just a conference; it's an extraordinary opportunity to be part of a global movement that empowers professionals to create a better future. Dreamforce is important to our partners for several reasons: 1. It’s a compelling reason to engage your clients about how Salesforce is ushering in the third wave of the AI revolution by helping businesses deploy AI agents alongside human workers across the enterprise. 2. It’s an opportunity to learn about Salesforce’s latest innovations and product roadmap. 3. It provides a valuable marketing moment to expand your 昀椀rm's brand recognition as a Salesforce partner. Checkout the Best of Dreamforce only on Salesforce+. 4

New Partner Program Bene昀椀ts Transform the Consulting Partner Experience with exciting new o昀昀erings. Optimize the Partner Journey with refreshed bene昀椀ts tiers and GTM enablement resources. Consulting Track New o昀昀erings are centered around sales visibility and 昀椀nancial incentives. NEW Navigator ‘Implementation Ready’ distinction • What it is: The Salesforce Partner Program is introducing a new 'Implementation Ready' distinction as part of the Navigator scoring. 'Implementation Ready' partners are those equipped to implement high-quality projects via technical, hands-on use case workshops. Partners will have the opportunity to achieve this distinction at the specialist level in key priority products • Why it matters: This new Navigator distinction will recognize and reward a deeper range of partner expertise, unlocking additional bene昀椀ts that provide partners with increased exposure to Salesforce sales teams and customers. This will enable a fairer playing 昀椀eld to align the right partners with the right opportunities for their expertise. • Availability: FY26 Limited-time o昀昀er: 20% SMB Referral Fee for AMER and Australia and 30% SMB Referral Fee for EMEA • What it is: From September 1, 2024 to January 31, 2025, AMER and Australia consulting partners will receive a 20% referral fee, and EMEA consulting partners will receive a 30% referral fee for leads that close (or turn into ACV) within the SMB segment (up to 200 employees). Leads must meet the standard referral policy requirements and opportunities must be closed-won between September 1, 2024 and January 31, 2025. • Why it matters: This limited-time o昀昀er is designed to invest in and accelerate partner growth in this critical segment. Partners bene昀椀t from generating higher revenue with the increased referral fees and are incentivized to capture new SMB clients for business growth. • Availability: September 2024

ISV Track Refreshed tiers unlock bene昀椀ts to support partners at each stage of the journey. Refreshed Partner Program Tiers • What it is: Simpli昀椀ed tiering now aligns to the ISV partner journey, enabling mutual growth. • Why it matters: Salesforce’s entry-level stage for an ISV Partner. Registered ISVs have joined the AppExchange ISV Program, but have not yet established a commercial relationship with Salesforce. Registered ISVs have the opportunity to move into tiers based on criteria listed. Exploration: Exploration ISV Partners are actively involved in commercial conversations with Salesforce for their 昀椀rst paid app. These ISVs are actively building their brand identity, identifying target customer personas, and prototyping solutions. Build: Build ISV Partners have completed commercial discussions with Salesforce (with a signed distribution agreement). At this stage, ISVs are focused on app development, their roadmap, and getting an app launched into the market. Select: Select ISV Partners have listed paid application(s) on the AppExchange, and are actively distributing to customers. These ISVs are focused on growth. They are building sustainable pipeline via customer acquisition and expansion. Summit: This tier represents a small cohort of Salesforce’s largest and most strategic ISV partnerships. Summit selection is based on a variety of factors such as revenue and strategic alignment. These ISVs are eligible for extra bene昀椀ts such as advanced GTM and Co-Marketing. Technical Enablement For Build ISVs: • Tech Advisory Build: ISV DevOps, Architect it Right, Packaging Strategy, Build Secure & Scale, Security Review Prep • Tech Advisory Launch: Tech Marketing, Experience Strategy, Selling with Salesforce, Continu- ous Innovation, Customer Success For Select ISVs: • Partner O昀케ce Hour, ISV Webinars and Blogs, Partner Community Resources: • AppExchange ISV Track Bene昀椀ts and Tiering Guide • Transforming Consulting Partner Experience Deck • GTM Best Practices and Resources 6

Dreamforce Announcements & Resources The AI event of the year was packed full of innovation, inspiration, and fun. We saw how the power of Agentforce can help our customers drive success together. Alongside Data + AI + CRM + Trust, these innovations can transform your customers' businesses. In this section you can: explore the innovation themes presented at Dreamforce, learn about key announcements and new product features, and 昀椀nd links to curated resources to integrate these updates e昀昀ectively into your strategies. 09 Dreamforce Agentforce Announcements 12 Core Cloud Announcements 28 Industry Announcements 46 Partner Announcements 7

Forward Looking Statement This document contains forward-looking statements about, among other things, trend analyses and future events, future 昀椀nancial performance, antic- ipated growth, industry prospects, environmental, social and governance goals, and the anticipated bene昀椀ts of acquired companies. The achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, Salesforce’s results could di昀昀er materially from the results expressed or implied by these for- ward-looking statements. The risks and uncertainties referred to above include those factors discussed in Salesforce’s reports 昀椀led from time to time with the Securities and Exchange Commission, including, but not limited to: the impact of, and actions we may take in response to, the COVID-19 pandemic, related public health measures and resulting economic downturn and market volatility; our ability to maintain security levels and service performance meeting the expectations of our customers, and the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate performance degradation and security breaches; the expenses associated with our data centers and third-party infrastructure providers; our ability to secure additional data center capacity; our reliance on third-party hardware, software and platform providers; the e昀昀ect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; current and potential litigation involving us or our industry, including litigation involving acquired entities such as Tableau Software, Inc. and Slack Technologies, Inc., and the resolution or settlement thereof; regulatory developments and regulatory investigations involving us or a昀昀ecting our industry; our ability to successfully introduce new services and product features, including any e昀昀orts to expand our services; the success of our strategy of acquiring or making investments in complementary businesses, joint ventures, services, technologies and intellectual property rights; our ability to complete, on a timely basis or at all, announced transactions; our ability to realize the bene昀椀ts from acquisitions, strategic partnerships, joint ventures and investments, including our July 2021 acquisition of Slack Technologies, Inc., and successfully integrate acquired businesses and technologies; our ability to compete in the markets in which we participate; the success of our business strategy and our plan to build our business, including our strategy to be a leading provider of enterprise cloud computing applications and platforms; our ability to execute our business plans; our ability to continue to grow unearned revenue and remaining performance obligation; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; our ability to limit customer attrition and costs related to those e昀昀orts; the success of our international expansion strategy; the demands on our personnel and infrastructure resulting from signi昀椀cant growth in our customer base and operations, including as a result of acquisitions; our ability to preserve our workplace culture, including as a result of our decisions regarding our current and future o昀케ce environments or work-from-home policies; our dependency on the development and maintenance of the infrastructure of the In- ternet; our real estate and o昀케ce facilities strategy and related costs and uncertainties; 昀氀uctuations in, and our ability to predict, our operating results and cash 昀氀ows; the variability in our results arising from the accounting for term license revenue products; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; the impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market conditions that may a昀昀ect the publicly traded companies within our strategic investment portfolio; our ability to protect our intellectual property rights; our ability to develop our brands; the impact of foreign currency exchange rate and interest rate 昀氀uctuations on our results; the valuation of our deferred tax assets and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties a昀昀ecting our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of intellectual property, including the tax rate, the timing of the transfer and the value of such transferred intellectual property; uncertainties regarding the e昀昀ect of general economic and market conditions; the impact of geopolitical events; uncertainties regarding the impact of expensing stock options and other equity awards; the su昀케ciency of our capital resources; our ability to comply with our debt covenants and lease obligations; and the impact of climate change, natural disasters and actual or threatened public health emergencies, includ- ing the ongoing COVID-19 pandemic.

Dreamforce Agentforce Announcements Agentforce Humans with Agents drive customer success together. Agentforce is Salesforce's groundbreaking new low-code platform for companies to build, customize, and deploy autonomous agents that support employees and customers. Salesforce's 昀椀rst-ever Agentforce AI agents, including Agentforce Service Agent, Agentforce SDR Agent, Agentforce Sales Coach, Agentforce Merchant Agent, Agentforce Buyer Agent, Agentforce Shopper Agent, and Agentforce Marketing Campaign Agent make deploying an agent easier than ever. With Agentforce, for the 昀椀rst time, customers will have access to out-of-the-box templates for quickly building and customizing autonomous AI agents that meet their speci昀椀c business requirements. These agents can also be personalized using familiar Salesforce tools, including prompt templates, Flows, and Apex. Utilizing an LLM’s language and reasoning capabilities, these agents are able to carry out business tasks using a company’s CRM data, external data, and metadata while adhering to strict privacy and security guidelines. They can also seamlessly escalate complex, high-priority queries to human agents. Agentforce agents are dynamic and conversational without requiring predetermined conversational 昀氀ows. In contrast to copilots, they provide an additional level of autonomy and sophistication as they don't require a conversational interaction to execute a task and can also be triggered by changes in data and automations. Only Agentforce brings together humans, AI, data and CRM. Salesforce AI agents are easy to deploy and customizable for every customer experience. Agentforce doesn’t just assist, it takes action. Agents are di昀昀erent from chatbots because they can take actions on your behalf and bring you in when human oversight is needed. 9

Five attributes of an agent • Role: De昀椀ne the topics the agent can assist with and provide instructions • Data: Feed in data so that your agent is knowledgeable about your business • Actions: You assign actions so that they can take actions on your behalf • Guardrails: De昀椀ne limits of the actions that agents can take • Channel: Interact across every single channel Give agents trusted data with Prompt Builder • Create reusable templates to take prompt-driven action • Enrich agents with enterprise data across CRM, Data Cloud, and Zero Copy sources • Embed prompts into the 昀氀ow of work with agents, 昀氀ows and records Roughly 170K prompt templates executed each week If you can describe it, Agentforce can do it. Build agents for any job with Agent Builder. • AI powered tools to describe and build any agent • Connect agents to prompts, 昀氀ows, Apex, and APIs • Con昀椀gure agents to take action on any channel Resources: • Agentforce Dreamforce Keynote Video on Salesforce+ • Agentforce and Data Cloud Dreamforce Collection • Agentforce Partner Community Page • Build Your First Agent with Agentforce - Trailhead • AI Specialist Certi昀椀cation • Agentforce Partner Readiness Webinar • Agentforce Partner Readiness Guide • Website: Agentforce 10

Agentforce Partner Network Agentforce Partner Network is a global ecosystem of leading partners building new third-party agents and agent actions for Agentforce. Customers can easily install these trusted third-party extensions from the Salesforce AppExchange to customize Agentforce’s out-of-the-box agents, build new agents with unique skills, or deploy partner-built agents for specialized industry, line of business, or functional use cases. For Strategic Tech Partners and ISVs: The Agentforce Partner Network has built 20 agents and agent actions available through AppExchange including Amazon Web Services, Box, Certinia, Copado, Coupa, Google, Honeywell, IBM, Workday, Zoom, and more. Customers can leverage these specialized actions in Agent Builder to customize the out-of-the- box agents, build new agents with unique skills, and deploy partner-built agents to plan and take action on behalf of any organization across multiple systems and channels, even outside of Salesforce. For System Integrations and Consultants: Systems integrators (SIs) will support enterprises in de昀椀ning, building, and deploying AI agents and actions using Salesforce Agentforce, leveraging their domain and platform expertise. The Agentforce Partner Network ampli昀椀es these collaboratively created agents and actions, unlocking more advanced agent functionality and specialization. The shift to agents creates an even bigger opportunity for partners beyond just co-creating agents and implementations, but with monetizing high-value consulting focused on business change. Agents change the way customers work, and our partners have the perfect combination of industry expertise, advisory, and managed services to lead the change for customers for the foreseeable future. According to IDC by 2028, for every $1 Salesforce makes, our partner ecosystem makes $6.93. 11

Core Cloud Announcements Data Cloud Deliver customer success through Data Cloud. This session highlighted how Salesforce’s Data Cloud technology centralizes and uni昀椀es customer data, o昀昀ering businesses a 360-degree view of their customers and enhancing customer engagement. Speakers, including FedEx executives, emphasized the role of AI in streamlining the sales process and the importance of secure, harmonized data. They discussed the challenges of fragmented data and how Data Cloud's seamless integration, including unstructured data like text and audio, overcomes these issues. With prebuilt connectors and APIs, Data Cloud is transforming businesses by driving personalized cus- tomer experiences and more e昀케cient operations. With our new innovations, customers can: Unlock unstructured audio and video content: Analyze and extract customer data from customer calls, training sessions, product demos, feedback surveys, voicemails, and webinars. With 90% of customer data trapped in unstructured data, the content, now searchable, enriches customer pro昀椀les, reveals deeper intent behind customer preferences and behaviors, and improves Agentforce’s accuracy. Harmonize and unify more data from wherever customers interact: Maximize value of all enterprise data with new Data Cloud connectors from 200+ total external data sources. Get unstructured data from knowledge repositories with MuleSoft Direct for Data Cloud integrations. Introducing policy-based data governance and security for trusted data and AI: To safeguard operations, manage governance at scale, and prevent exposure to unauthorized parties while using AI, we are introducing in beta AI-based tagging and labeling, and policy-based governance. Get relevant, tailored search results with Semantic & Hybrid Search: Find the most relevant information in the company’s knowledge base faster by combining semantic search with keyword search. Ground AI with unstructured data using no code retrievers: Set up pipelines and RAG queries in Data Cloud, using point-and-click tools for grounding on enterprise unstructured data for AI. Improve customer experiences with sub-second real-time layer: Ingest, analyze, and act on real-time data to instantly respond to changing customer needs. Employ no-code creation of a single Data Cloud instance with Data Cloud One: Connect multiple Salesforce orgs with consistent metadata that may be siloed; extend all of Salesforce Platform and Data Cloud actions and functionality with consistent metadata across all Salesforce instances with clicks, not code. Deliver business-context aware analytics with Tableau Semantics: Create a standard semantic model, ensuring all users (including AI) interpret and use data consistently. Customer-managed keys: Used for Data Cloud encryption to allow organizations to manage their own encryption keys, ensuring data stays encrypted and secure regardless of how it’s used. 12

Connect and Unify Data From Anywhere • 200+ new Data Cloud Connectors • Uni昀椀ed structure and unstructured data • Natively integrated with Salesforce metadata framework • Pre-built MuleSoft connectors Keynote Announcements 1 Create Your Customer 360 3 Drive Action Everywhere • Vector Database | GA Now • Sub-Second Real-Time | GA • Platform Encryption for Data Cloud | GA • Prospecting Center | GA • Out of the Box Connectors | GA & Beta • Segment Intelligence with Einstein | GA • CRM Enrichments | GA • Ad Insights | GA • Contact Intelligence | GA Oct '23 • Digital Wallet | GA • Customer Managed Keys | GA • Data Cloud Segment Mapping | GA Oct ‘24 • File Federation with Zero Copy | Pilot Oct ‘24 • Meta Conversion API | GA Oct ‘24 • Audio & Video Processing | GA Oct ‘24 • Data Cloud in Sandboxes | GA Nov ‘24 • Private Connect | GA Oct ‘24 • DevOps Center for Data Cloud | GA Nov ‘24 • Data Cloud One | GA Oct ‘24 • Privacy Center for Data Cloud | Dec ‘24 • AI Tagging & Classi昀椀cation | Beta Nov ‘24 • Communication Capping | GA Dec ‘24 • Einstein Market Intelligence | GA Feb ‘25 2 Power Trusted AI with Trusted Data • Retrievers | GA • Retriever Builder | GA • Hybrid Search | GA Nov ‘24 • Sales Development Rep Agent | GA Oct ‘24 • Sales Coach Agent | GA Oct ‘24 • Service Agent | GA Oct ‘24 • Policy Based Governance | Beta Nov ‘24 • Einstein Personalization | GA Oct ‘24 • Tableau Semantics | GA Feb ‘25 Agentforce Agents • Learn from data • Adapt for any experience • Take action with humans 13

Other Highlights from Data Cloud Sessions: • The session introduced a new Trailhead badge 'Data Cloud and Flows' that focuses on the integration of Data Cloud with Salesforce automation, underscoring the educational resources available for admins to upskill. (1) • Formula One's use of Data Cloud and Marketing Cloud has led to substantial improvements in fan engagement metrics and a reduction in content development costs by over 50%. (2) Resources: • Data Cloud Keynote • Datablazer Community • Data Cloud Trailhead • Data Cloud Use Cases • Data Cloud Starter Bundle • Website: Data Cloud Source 1: Help, I’m a Flow Admin Who Needs to Learn Data Cloud! Source 2: React Instantly to Customer Behavior with Data Cloud 14

Sales Cloud Accelerate growth, from pipeline to paycheck. The Sales Cloud Keynote highlighted the integration of AI into sales processes, presenting a comprehen- sive guide on leveraging Sales Cloud innovations to boost sales productivity and performance. It featured live demonstrations, shared customer success stories, and introduced new products like Sales Cloud Go, Revenue Cloud, and Agentforce for sales. Sales Teams Run on Sales Cloud • 7.8M engagements and alerts daily • 180M AI-powered forecast predictions daily • 3.5M opportunities closed-won daily The way we sell is going to change, AI is changing everything and holds a lot of promise, but there is a lot of noise too. Sales agents won’t just help you do the job, they will do the job for you. Keynote Announcements 1 7 Use Cases to Get Started with Sales 2 New Revenue Cloud & Salesforce Spi昀昀 - AI, Out of the Box | GA Now Complete Revenue Lifecycle Platform | GA Now • Sales Assistant | Prospect research, 29% Decrease in time from quote to close summarize records, plan your day, update • Reach customers on any channel CRM and more • Unlock any revenue model • Call Support | Make every interaction • Automate the complete revenue lifecycle count with insights, summaries, follow-ups & sales signals 3 Sales Performance Management - • Coach Sellers | Instant and actionable Ignite Seller Performance | GA Now feedback & immersive simulations, per- 79% Improved seller behavior sonalized programs • See the Future | Opportunity and lead • Launch data-driven sales plans scoring & predictive forecasting, account • Deliver outcome-based programs insights, deal insights • Prioritize with location intelligence • Eliminate Data Entry | Automatic activity • Automate commissions and motivate sellers capture & call summaries, contact creation • Grow Relationships | Relationship maps, 4 Sales Cloud Go for Admins - Boost Seller recommended connections, email insights Productivity | GA Oct '24 • Guided Selling | AI recommendations, smart cadences and automated work昀氀ows 15

Other Highlights from Sales Cloud Sessions: • Future updates to Sales Cloud Go will include streamlined con昀椀guration processes and monitoring dashboards to track feature usage and adoption, providing clear insights into the value derived from Sales Cloud. (1) • The session provided practical demonstrations of AI use cases in action, including contact relationship visualization, autonomous call transcriptions, and personalized email generation, which streamline sales work昀氀ows. (2) Resources: • Dreamforce Sales Cloud Keynote • Salesblazer • Salesforce+ Sales Collection • Website: Sales Cloud Source 1:Find Value Fast with a New Setup Experience in Sales Cloud Source 2: 7 Sales AI Use Cases to Supercharge Sales Productivity 16

Service Cloud Reimagine service for the AI era. The Service Cloud Keynote focused on the latest advancements and success stories in customer service, emphasizing the signi昀椀cant role of AI in transforming the industry. It introduced AI agents that operate 24/7 and the integration of AI with human agents to boost productivity and customer satisfaction. Innovations like the Data Cloud and Agentforce were highlighted for their ability to unify data and facilitate action. Keynote Announcements 1 Agentforce with Service Agent | GA 3 Employee Service | GA Oct ’24 Oct '24 Equip employees with AI support portals Deploy autonomous AI agents across that are personalized with HR data channels • Agentforce Scheduling Agent | GA 4 Elevate Teams into Trusted Advisors Dec ’25 • Knowledge Grounding on Data • Agentforce Employee Service | GA Cloud | GA Oct ’24 - Ground AI in Feb ’25 your enterprise knowledge base 2 CX Intelligence | GA Nov ’24 • Service Planner | Pilot Oct ’24 - Proactively create plans based on Transform insights into action case details, intent, and engage- • Improve CSAT with real-time data ment history • Maximize lifetime value with AI 5 Elevate Teams into Trusted Advisors • Accelerate decision making with AI 3 • Dispatcher Agent | GA Oct ’24 - Stream- line scheduling and exception handling • Asset Service Prediction | Pilot Oct ’24 - Predict upcoming service appointments • Multi-Modal Troubleshooting | Pilot Feb ’25 - Assisting technicians with text, voice, and image support in the 昀椀eld ServiceBlazer is a community designed for service leaders and practitioners. It serves as a platform for collaboration, sharing the latest product innovations, and guiding career development within the service industry. 17

Other Highlights from Service Cloud Sessions: • Companies implementing Salesforce AI and automation have seen remarkable e昀케ciency gains, such as a 40% increase in case resolution and saving agents over 90 hours per week. (1) • Converge ICT's utilization of Salesforce Service Cloud and Einstein AI led to a 24% improvement in speed to answer and a 25% increase in mobile worker productivity. Resources: • Service Cloud Keynote • Salesforce + Service Collection • Customer Story: OpenTable • Customer Story: Fisher & Paykel • State of Connected Customer Report • Website: Service Cloud Source 1: 3 Ways AI Makes Service Frictionless and Fun Source 2: Drive Retention in High Tech with AI-Powered Service 18

Marketing Cloud Marketing in Generative AI. The Marketing Keynote showcased a transformative vision for luxury retail, emphasizing the integration of online and in-store shopping experiences through Salesforce's connected suite of products. Retail Cloud with Modern POS, a cloud-native point-of-sale system, was revealed, promising to unify commerce, service, marketing, and loyalty programs on a single platform. The session highlighted the impact of AI on retail, with Agentforce and Data Cloud creating personalized shopper experiences, and underscored the importance of seamless integration of systems, noting that on average, retailers use over 44 di昀昀erent systems, 70% of which are disconnected, leading to fragmented customer journeys. Keynote Announcements 1 Marketing Cloud Advanced Edition | 4 Einstein Marketing Intelligence | GA Feb ’25 GA Nov '24 • Maximize ROI across all campaigns & • Grow your small business with marketing channels automation • Data pipelines, Data Enrichment, and • Connect teams and drive revenue on OOTB marketing-speci昀椀c dashboards one platform • Personalize every engagement with 5 Uni昀椀ed Conversations for SMS | GA Nov ’24 uni昀椀ed data • Turn one-way promotions into two-way • Create campaigns faster with trusted AI conversations at any point in the cus- tomer lifecycle 2 Agentforce for Marketing • Campaigns | GA Now - Save time 6 Salesforce Checkout | GA Now 3 building, analyzing, and continuously • Convert buyers in any Salesforce application. optimizing campaigns • Transact on any customer touchpoint, Boost • Personalization | GA Summer ’25 conversion with 1-click checkout, Built in - Scale 1:1 personalization across the tax and shipping merchant services, and No entire campaign lifecycle integration to bring your preferred payment provider 3 More Trailblazing Innovations: • Growth Editon Regional Expansion: EMEA & LATAM | GA Now • Agentforce: Generative SMS & Analytics | GA Oct’24 • Einstein Personalization for Web | GA Oct’24 • Einstein Multi-language Support | GA Feb’25 • Message Consumption Reports for Marketing Cloud Engagement | GA Feb’25 19

Other Highlights from Marketing Cloud Sessions: • Meta's transition to Salesforce's uni昀椀ed platforms has enabled them to launch complex, personalized campaigns that were not possible with their previous systems. (1) • Innovative strategies, such as personalized merchandise o昀昀ers and fan surveys, have signi昀椀cantly con- tributed to the Indiana Fever’s 1,193% increase in jersey sales and overall brand transformation. They were able to do this using Marketing Cloud and Data Cloud. (2) Resources: • Marketing Cloud Keynote • Salesforce + Marketing and Commerce Collection • Customer Story: Fisher and Paykel • The 9th Edition State of Marketing Report • Website: Marketing Cloud Source 1: Make Data Actionable to Power Personalized Messaging Source 2: 3 Ways to Shape a Game-Changing Fan Experience 20

Commerce Cloud Automate growth with the #1 AI platform. The Commerce Cloud Keynote showcased the transformative era of customer expectations, highlighting the rapid digitization of B2B buying experiences and the expansion of commerce channels. With the introduction of uni昀椀ed commerce, Salesforce unveiled its integration of commerce Checkout, Order Management, and Point of Sale into a single platform experience, bolstered by Data Cloud and the new Agentforce platform. This innovation promises easier setup, enhanced con昀椀gurability, and a seamless customer experience across all touchpoints. Moreover, the conference featured the launch of Commerce Cloud agents, designed to autonomously assist with tasks such as writing product descriptions and optimizing SEO tags, which represents a signi昀椀cant step in using AI to revolutionize commerce operations and customer interactions. Keynote Announcements 1 United Commerce | GA Now 4 Commerce Agents | GA Feb ’25 Grow revenue by connecting your business Commerce Agents deliver productivity and across every customer interaction with native revenue by taking autonomous actions and connections between marketing, sales, service, seamlessly handing them o昀昀 to humans partners, and more • Merchant Agents boost productivity & sales • United B2B, D2C, OMS, and Payments with conversational setup and goal setting • B2B + Revenue Cloud (Comms for Sales) • Buyer Agents empower B2B buyers to use chat • IMA + CC (Comm for Marketing) & photos to 昀椀nd, buy, or reorder products • PoS + OM + Contact Center (Comm for • Personal Shopper Agents make 昀椀nding & Service) buying as easy as getting advice from a friend • Checkout, Adyen for Checkout, Stripe • New ways to try commerce in Starter, Pro 5 Point of Sale | Coming soon Suite, and Salesforce Foundations • Bring online and o昀툀ine shopping experiences 2 Uni昀椀ed Conversations for SMS | GA Nov ’24 together on the Salesforce platform • Unite transactions from anywhere • Turn one-way promotions into two-way • Cloud based, mobile-昀椀rst, inventory, and conversations at any point in the cus- shopper data for associates tomer lifecycle • Built-in integrations and no CMS 3 Bundles and Subscriptions | Powered by 6 Checkout in any Salesforce Application Revenue Cloud and Commerce Cloud | GA Now • Unify product catalog and pricing • Transact on any customer touchpoint with Revenue Cloud | GA Feb’24 • Boost conversions with 1-click checkout • Increase order values with product • Launch quickly with built in payments, tax, bundles | GA Now and shipping • Scale recurring revenue with • Use preferred payment provider, no integra- subscsriptions | GA Feb’24 tion required. • Streamline cash 昀氀ow with payments • Integration with popular gateways like Adyen and automatic billing | GA Feb’24 and Stripe 21

Other Highlights from Commerce Cloud Sessions: • Marketing and Commerce Clouds are now on a single platform, allowing for real-time data-driven personalization and multi-channel marketing campaigns without the need for separate integrations. (1) • Salesforce has reimagined order management by transitioning it from a back-end ERP focus to an integrated front o昀케ce solution, enabling more e昀케cient and personalized customer service experiences. (2) Resources: • Commerce Cloud Keynote • Salesforce+ Commerce and Marketing Collection • State of Connected Customer - Third Edition • Website: Commerce Cloud Source 1: Supercharge Commerce & Marketing on the Salesforce Platform Source 2: Get an Inside Look at the Latest Order Management Innovation 22

MuleSo昀琀 Build a foundation for Autonomous AI. The MuleSoft Keynote showcased transformative innovations and product launches, including the remarkable retail experience rede昀椀nition by Dior using a bespoke application for sales associates, and the unveiling of Agentforce by Salesforce, set to revolutionize human-agent collaboration. Insights revealed the critical role of data as enterprise lifeblood, with 72% of apps and data disconnected, and AI's potential hindered by integration issues in 95% of cases. Aston Martin's integration of MuleSoft and AI to streamline customer experiences highlighted the tangible impacts of these technologies. The session demonstrated MuleSoft's commitment to low-code integration, AI-powered automation, and robust API security, emphasizing the need for adaptable architectures and cost-e昀昀ective deployment of AI solutions in enterprise environments. Keynote Announcements 1 Innovating with MuleSoft 3 Innovating with Salesforce • Async API Support | GA FY25 Q3 • Low-code Integration | Pilot FY25 Q3 • API Insights | GA FY25 Q3 • API Catalog for Salesforce | GA FY26 Q1 • MuleSoft Direct for Data Cloud: 2 Innovating with AI Unstructured Data | Beta FY25 Q3 • Einstein for MuleSoft | GA FY25 • MuleSoft Topic Center | GA FY26 Q1 • MuleSoft AI Chain | GA FY25 Q3 Other Highlights from MuleSoft Sessions: • Meta reduced partner onboarding time from 4-6 months to less than four weeks by implementing a MuleSoft-powered standard integration framework, and partner self-service portal. (1) • MuleSoft's Anypoint platform and API-led connectivity approach play a critical role in facilitating better enterprise integration, creating a catalog of reusable assets. (2) Resources: • MuleSoft Dreamforce Keynote • IT at Salesforce Dreamforce Collection • Build Intelligent Integrations with Copilot Actions and MuleSoft • Website: MuleSoft Source 1: Streamlining Meta’s Partner Onboarding: Powered by MuleSoft Source 2: APIs and the Composable Enterprise 23

Tableau The future of Tableau is Tableau Einstein. The Tableau Keynote, "Experience the New Tableau," was a dynamic showcase of our growth since the 2019 Salesforce acquisition. The session introduced Tableau Einstein, built with Agentforce on the Salesforce Platform, a trusted and governed analytics solution designed for everyone and available to customers who purchase Tableau+. Tableau Einstein provide users with autonomous insights and actions with Tableau Pulse, Agent, and Flow; trusted insights with Tableau Semantics; real-time data at scale with Data Cloud; and the ability to build agents and apps with composable and reusable assets. Keynote Announcements 1 Tableau Einstein 5 Tableau Pulse | GA Now • Autonomous insights and actions with • A new imagined experienced for how you Tableau Pulse, Agent, and Flow digest data • Trusted Insights with Tableau Semantics • Personalized, contextual, and AI-powered • Real-time, secure cloud-scale data on Data insights Cloud • 9 out-of-the-box metrics for Sales and • Reusable apps and agents in the Marketplace Industry Clouds 2 Tableau Agent | GA Now 6 Tableau Einstein in Salesforce Clouds • Make data-driven decisions with a trusted AI Embedded contextual and actionable insights assistant Cloud-speci昀椀c semantic data models • AI assistance to create calculations and vizzes • Marketing Cloud | GA Oct ’24 • Intelligent guidance on analytics best practices • Nonpro昀椀t Cloud | GA Oct ’24 • Available through Tableau+ edition • Customer 360 | GA 2025 3 Tableau Semantics | GA Feb ’25 7 Custom Analytics Agents | GA Jun ’25 4 Marketplace | GA Jun ’25 8 Tableau Einstein Alliance • A new partner ecosystem for those who want to be the 昀椀rst to market with the latest skills and product innovation • Access to product teams to help in昀氀uence roadmaps, and accreditations to help enhance skills • Product Launch Partners: Atrium, Cap- gemini, Deloitte Degital, IBM, and Slalom 24

Other Highlights from Tableau Sessions: • Tableau Agent enhances the analytics work昀氀ow by o昀昀ering conversational AI capabilities via an assistive agent for analytics, allowing for a more intuitive and e昀케cient data exploration process. (1) • EMD Serono has been using Tableau for nine years and is exploring Pulse to automate insight delivery and reduce ad hoc reporting requests. (2) Resources: • Tableau Keynote • Salesforce+ Data & Analytics Collection • Salesforce State of Data and Analytics Report 2024 • Website: Tableau Source 1: Tableau Agent: AI Analytics for Customer 360 Source 2: AI for Pharma: How EMD Serono Maps Sales with Tableau Pulse 25

Slack Humans & AI drive work success with the most comprehensive operating system for work. The Slack Keynote showcased a transformative era of work, emphasizing the integration and innovation of AI within the Salesforce ecosystem, including Slack, MuleSoft, and Agentforce. With 41% of work time spent on mundane tasks and 70% of enterprise applications not connected, the introduction of AI aims to streamline work昀氀ows and enhance productivity. Demonstrations revealed a 47% increase in productivity through Slack work昀氀ows, while the integration of Salesforce channels and Agentforce into Slack indicates a shift towards a more collaborative and e昀케cient work environment. Notably, Slack has evolved into a conversational interface, acting as an operating system that connects humans, applications, and now robots, driving signi昀椀cant improvements in response times and work management. Keynote Announcements 1 Salesforce Channels | GA Dreamforce 4 AI in Slack | GA Dreamforce Sept '24 Sept '24 • Huddle Notes: Capture the key takeaways • A new type of channel that connects and action items from your huddle Salesforce CRM records to channel-based • AI Work昀氀ow Builder: Easily create work- conversations in Slack and gives teams a 昀氀ows with natural language prompts comprehensive space to collaborate on • Work昀氀ow Builder Summary: Build work- every account, opportunity, or any other 昀氀ows with a new step: summarize channels Salesforce record • File Search: Search across your shared 昀椀les • Collaboration grounded in CRM data. and canvases • Automatically-mapped metadata layer for • App Search: Search across connected apps structured + unstructured data like Jira and Github (GA: Fall 2024) • User permissions inherited from Salesforce 2 Agentforce in Slack | GA 2025 - Available 5 Third Party AI Agents | GA Dreamforce with an Agentforce license and a Slack Sept '24 license • Users can build custom agents or install • With a new user interface for agents, teams third-party agents like Adobe or Anthropic can now talk to their data, surface insights, and from the Slack Marketplace — a hub for take action on tasks in Slack with Salesforce's Slack apps, agents, and AI assistants — to Agentforce Agents. Users can engage with help complete tasks and drive projects to these agents just like a colleague, using natural the 昀椀nish line language to ask questions and receive trusted • Available on Slack paid plans responses back. 3 Slack Templates | GA Oct '24 • Collections of ready-to-use templated channels, canvases, lists, and automated work昀氀ows that make work faster and more productive. Slack templates streamline how work gets started with standardized guidance, pre-con昀椀gured format- ting, and pre-built work昀氀ows. 26

Other Highlights from Slack Sessions: • Custom Slack applications and work昀氀ow automations have led to signi昀椀cant operational improvements, including faster approval processes and more e昀케cient IT service times. (1) • Slack's integrations with other platforms, such as Microsoft Teams and Workday, exemplify its role as a central hub for workplace operations, facilitating automation and reducing the need for context switching. (2) Resources: • Slack Keynote • Slack Dreamforce Collection Collection • Slack Unveils Innovations for the Agentic Era at Dreamforce • Slack Brings Agents, Purpose-Built AI, and CRM Data into One Work Operating System to Fuel Productivity • Website: Slack Source 1: How Salesforce Transforms Work for All Employees with Slack Source 2: Financial Services Firms Are Transforming Work with Slack 27

Industry Announcements Healthcare & Life Sciences Collaborate across health stakeholders with an integrated platform. The Healthcare and Life Sciences Keynote showcased a comprehensive overview of Salesforce's commitment to transforming healthcare through data-driven solutions, AI, and connected experiences across the healthcare ecosystem. With presentations and demonstrations, the session showcased Salesforce's latest innovations, such as Health Cloud for providers, payer solutions, and Life Sciences Cloud for customer engagement, all aimed at enhancing patient care, provider e昀케ciency, and overall health outcomes by leveraging the power of AI and a uni昀椀ed data platform. 30% increase in patient referral volume. 24% increase in patience adherence to treatment. Source: Salesforce aggregate customer success research, 2024 Keynote Announcements Healthcare Cloud | Salesforce for Healthcare Innovations 1 Health AI: New 4 Healthy Business • Predictive Utilization Management • Claims Data Kits | GA • Agentforce Patient Services Agent | GA • Roster File Mapping | Feb ’25 Oct ’24 - HIPAA compliance anticipated • Bene昀椀t Quoting | Jun ’25 by Dec ’24 • Assessment Generation • Patient Medical History and Medical Summary 2 Healthy Outcomes 5 Healthy Communities • MCG Integrated Care | GA • Vaccine Management | GA • Compliant Priot Auth | Feb ’25 • Mobile Home Health | GA • CRD Validation | Feb ’25 • Disease Surveillance | Feb ’25 Life Sciences Cloud 3 Life Sciences Cloud for Customer 6 Continued Investment Engagement • Data Cloud for Health | GA Now • Omni-Channel Content | Sept ’25 • Contact Center | GA Now • O昀툀ine Mobile | Sept ’25 • MedTech CRM | GA Now • Medical Event Management | Feb’26 • KOL Management | Feb’26 28

Other Highlights from Healthcare and Life Sciences Sessions: • The Einstein Trust Layer plays a crucial role in ensuring HIPAA compliance and safeguarding sensitive data within AI applications in healthcare. (1) • Salesforce's integration with EHRs and other systems supports a holistic approach to healthcare, allowing for personalized patient experiences and improved health outcomes. (2) • The speaker underscored the potential of Pulse to automatically detect trends and bottlenecks, enabling faster patient service and more e昀昀ective sales strategies. (3) Resources: • Healthcare Keynote • Salesforce+ Healthcare & Life Sciences Collection • Website: HealthCare and Life Sciences Source 1: Trust and Security of Data and AI in Healthcare Source 2: Discover the Power of a Strong EHR-CRM Connection Source 3: AI for Pharma: How EMD Serono Maps Sales with Tableau Pulse 29

Manufacturing The Manufacturing Keynote delved into the transformative journey of the manufacturing industry, emphasizing the integration of human e昀昀orts with AI-driven agents to enhance customer success. A study involving 800 global manufacturers highlighted the urgent need for operational change, with 85% recognizing the necessity to alter day-to-day operations to remain competitive, yet only 40% considering their operations optimal. This gap underscores the potential for signi昀椀cant enhancements, fueled by increased budgets for technology and investments in plants and equipment. The session also unveiled Salesforce's latest innovations, including Agentforce, and showcased the new extensions in Manufacturing Cloud, designed to augment work and drive e昀케ciencies in sales, marketing, service, and partner channel communication. Keynote Announcements 1 Salesforce Innovations to Modernize 4 Salesforce Innovations to Transform Commercial Operations Service Experiences • Embedded AI Insights | GA Now • Embedded Service Insights | GA Now • Revenue Cloud for Manufacturing | Coming • Asset Centric Service | GA Now Soon • Sales Agreement Enhancements | GA Now Salesforce Innovations to Simplify 2 Salesforce Innovations to Simplify 5 Partner Engagement Partner Engagement • Track Channel Partner Inventory and Resale • Einstein for Manufacturing | GA Now | Spring ’25 • Manufacturing Data Models in Data • Protect Margins Against Price Changes | Cloud | GA Now Spring ’25 • Improve Transaction Transparency | Coming Soon 3 Agentforce for Manufacturing • Available for Manufacturing Cloud in Sales and Service. More to come in 2025. 30

Other Highlights from Manufacturing Sessions: • Salesforce's new enablement functionality, Partner Tracks, allows for personalized, outcome-based partner engagement and e昀케cient scaling across multiple partners. (1) • Upcoming AI enhancements in Manufacturing Cloud will o昀昀er sales agreement summarization, telematics summary, and service summary, supporting manufacturers in making informed decisions and reducing operational expenses. (2) Resources: • Manufacturing Keynote • Salesforce+ Manufacturing, Automotive, & Energy Collection • Website: Manufacturing Source 1: 6 Ways to Grow Partner Revenue with Data and AI Source 2: Manufacturing Cloud Salesblazer Spotlight 31

Automotive Enabling groundbreaking new experiences using vehicle data and customer data. The Automotive Keynote showcased the commitment to innovation in the automotive industry, with a focus on the integration of customer and vehicle data through Automotive Cloud. The session highlighted the importance of AI and data-driven insights for personalized customer experiences, emphasizing the need for seamless integration and actionable intelligence. The discussion also revealed the challenges of managing vast amounts of vehicle-generated data and the solutions provided by Salesforce products, including Data Cloud and partnerships with AWS and Qualcomm, to drive e昀케ciency and value creation. Keynote Announcements 1 Connected Vehicle Innovations for 4 Embedded AI for Automotive Cloud | Automotive Cloud | GA Now GA Winter ’25 • Actionable Event Framework - De昀椀ne the • Vehicle Telemetry Summary events and map it to CRM actions • Driver Pro昀椀le Summary • Vehible Status Monitoring • Vehicle Service Summary • Remote Vehible Actions • Vehicle Warranty Summary • Vehicle Data Visualization - Customer data • Sales Coach and vehicle data combined within Data Cloud • Scheduling Agent 2 Captive Finance Innovations | GA 5 Data Cloud for Automation | Recap Winter ’25 • Automative Data Kit • Service Process Automation • Calculated Insights Library • Loan Origination • EV Charging Station Monitoring • Credit Decisioning • Underwriter Workbench • Collections (Pilot) 3 Automotive Cloud Enhancements | Recap • Service Automation • Product Catalog Management • Trade-In and Appraisals • Parts & Vehicle Inventory Search 32

Other Highlights from Automotive Sessions: • Lamborghini is leveraging connected devices and personalized experiences to engage customers in innovative ways, using Heroku to streamline development and focus on delivering unique features, such as real-time production updates through their customer app. The integration of Salesforce Data Cloud will further elevate the customer experience by e昀케ciently processing vast amounts of data from connected vehicles, unlocking actionable insights and enabling personalized engagement across multiple touchpoints. (1) Resources: • Automotive Keynote • Salesforce+ Manufacturing, Automotive, & Energy Collection • Website: Automotive Source 1: Engaging Customers with Lamborghini’s “Unica” Experience 33

Energy & Utilities Powering the energy transition. The Energy & Utilities Keynote focused on Trust, Data and AI and how companies like Alia, Iberdrola and Neoenergia are leveraging Salesforce's Energy & Utilities 360 to navigate the complexities of the energy transition. The sessions highlighted the gap in trust & value that is slowing the energy transition and the potential at the intersection of Trust, Data and AI to drive business results and operational e昀케ciencies. Iberdrola and Neoenergia shared their 昀椀eld service implementation across various countries whilst Alia Ambientali Servizi talked about how they are promoting sustainable engagement across Tuscany. Innovations such as the connected Energy and Utilities 360, Agentforce for Energy & Utilities as well as Embedded AI Actions and Enhanced Field Service, demonstrated Salesforce's commitment to supporting companies in achieving net zero goals and enhancing customer engagement through technology. Sales Teams Run on Sales Cloud • 2025 is the year renewable electricity will eclipse coal generation. • 1 in 3 cars in China is set to be electric by 2030. 1 in 5 cars in the US and EU. • 75% of global electric demand growth expected to be met by solar and wind in 2024-2025. Source: IEA Global EV outlook 2024 | IEA Electricity Mid-Year Update | BNEF Long-term EV Outlook Keynote Announcements 1 Energy & Utilities Cloud 3 Agentforce - Energy and Utilities | GA • E&U Service Apps are Innovation-Ready on Today Core | Winter 2025 - Data-Cloud Ready, AI Humans with Agents drive Energy & Utilities success together Innovation-Ready, Managing Large Customer Complexity, No Install Required for Service • Examples: Sustainability and Advisor Apps, and more Agents or Energy Saver Agents • Turn Your Asset Data with Action with • Provide agents with the information Connected Assets | GA Today - Through Data and actions to help improve business Cloud, making it easy to connect energy and e昀케ciency utility speci昀椀c assets and bring that Data into Salesforce Asset-Centric Field Service | GA Today 2 Augment Productivity with E&U AI 4 Actions | Announcing Spring ’25 • Improved capabilities around asset 41% of time is lost to low value and repetitive management tasks (Source): Slack “New Research in AI Use at • Schedule & Dispatch with AI, Multi-Day Work & Multi-Zone Optimization, Work,” 2024. • Bill & Energy Usage - Bill Summary, Bill History Entitlements and Work Order Estima Insights, Rate and Usage Insights tion, O昀툀ine Mobile Work, Dynamic • Account & Customer Service - Account & Forms, Asset Service Predication, Interaction Overview, Customer Interaction Pre-Work Briefs & Work Summaries Summary, Account Service Case Summary, with AI, Asset Health Score, and Service Chat Summaries Timesheet Management & Labour Cost • Clean Energy Advisors - Clean Energy Program Optimization (Winter’25) Recommendations 34 • Field Work - Post-Work Summary

Other Highlights from Energy and Utilities Sessions: • The newly introduced Agentforce o昀昀ers a dynamic and interactive AI experience, capable of understanding multimodal inputs and driving signi昀椀cant actions, such as scheduling installations and processing transactions. (1) Resources: • Energy & Utilities Keynote • Salesforce+ Manufacturing, Automotive, & Energy Collection • Website: Energy and Utilities Cloud Source 1: Energy & Utilities: Fast-Track Value for AI & Data Projects 35

Consumer Goods Deliver pro昀椀table growth. The Consumer Goods Keynote showcased a myriad of product innovations, emphasizing the integration of AI, data, and CRM to overcome growth challenges in the consumer goods industry. Notably, Consumer Goods Cloud was highlighted as a pivotal platform, designed to eliminate data silos and facilitate the fusion of B2B and B2C data. The session revealed that nearly half of AI projects fail to reach production due to an inability to demonstrate value, emphasizing the importance of actionable data. Furthermore, the introduction of Data Cloud and Agentforce for Consumer Goods Cloud promises to revolutionize trade promotion management and retail execution by embedding AI directly into the work昀氀ow, improving e昀케ciency and driving pro昀椀table growth. Keynote Announcements 1 Data Cloud for Consumer Goods 3 Trade Promotion Management for Cloud | GA Now Consumer Goods Cloud Unite and Activate Data, Work Faster with Streamline Promotion Planning, Manage Einstein, Integrate Planning and Execution, Funds and Budgets, Simplify Claims and Improve Veracity of Data Management Report in Real-Time • Retail Segmentation | Oct ’24 • TPO: Product Clustomer and Season- • Account & Product Performance ality | Oct ‘24 Dashboards | Jan ’25 • AI: KAM Account Insights for Joint • AI: Guided Selling | Jun ’25 Business Planning | Pilot Feb ‘25 • Liability Accruals | Pilot Feb ’25 Consumer Goods Cloud for Service 2 Retail Execution for Consumer Good 4 Cloud Improve the Resolution Experience, Scale Service Excellence, Increase Account Sales, Maximize Delivery E昀케ciency, Drive Growth, Improve Strategy, and Deliver Perfect Store Drive Operational E昀케ciency Execution • Agentforce Service Agent | Oct ‘24 • AI: Inventory Check for DSD Supervisors • AI: Account Summarization for Service | Pilot Oct ’24 Agents | Pilot Oct ’24 • Direct Store Delivery Van Sales | Feb ‘25 • AI: Upsell Recommendations for • Hybrid Mobile App | Feb ’25 Service Agents | Pilot Oct ’24 36

Other Highlights from Consumer Goods Sessions: • Despite economic challenges, online sales in 2024 continue to show positive growth, although consumers are buying fewer products and increasingly relying on credit. (1) • Loyalty programs are gaining importance as they provide customers with incentives to return while o昀昀ering brands valuable 昀椀rst-party data for better-targeted marketing. (1) • The integration of planning and execution in Consumer Goods Cloud, complemented by AI, enables brands to execute promotions accurately and personalize service experiences, leading to signi昀椀cant improvements in sales and customer engagement. (2) Resources: • Consumer Goods Keynote • Retail Keynote • Salesforce+ Retail & Consumer Goods Collection • Consumer Goods Insights Report • Website: Consumer Goods Cloud • Website: Retail Cloud Source 1: Retail: Holiday Shopping Predictions Revealed) Source 2: Consumer Goods Keynote: Pro昀椀table Growth with #1 AI CRM 37

Financial Services Transform Financial Services with Humans and AI. The Financial Services Keynote centered around the transformative potential of Agentforce within the sector, emphasizing the integration of AI, data, and action to rede昀椀ne customer experiences. Demonstrating the commitment to industry-speci昀椀c innovation, the session highlighted the launch of Financial Services Cloud and its role in accelerating customer success. The presentation showcased how Agentforce agents, built on the Salesforce Platform, will automate tasks and enable 24/7 service, providing scalability and intelligence to 昀椀nancial services. Keynote Announcements 1 Agentforce for Financial Services 4 Financial Services Cloud for • Banking Agents | Summer ‘25 Commercial Banking • Advisor Agents | Winter ‘25 Precon昀椀gured Solutions for Client Engage- • Claims Agents | Winter ‘25 ment and Onboarding • Business and Relationship Building | Winter ‘24 2 Financial Services Cloud for Invest- • Business Services Product Model | ment Banking Spring ‘25 Modernize Agency Management on the #1 5 Insurance Brokerage | GA Spring '25 AI CRM • Account Management | Spring ‘25 • Foundation • Line of Business Servicing | Spring ‘25 • Commission Processing • Commissions and Revenue | Spring ‘25 • Client Management • Carrier RFPS | Summer ‘25 • Agency Billing • Agentforce for Insurance Brokers | Summer ‘25 • Commissions and Revenue | Summer ‘25 3 Compliance | GA Spring '25 • Preventative Controls • Control Management • AI Powered Regulation Management • Compliance Analytics 38

Other Highlights from Financial Services Sessions: • CIBC successfully integrated Einstein AI into their Service Cloud case management, reducing manual e昀昀ort in complaint resolution and setting a benchmark for AI adoption in 昀椀nancial services. (1) • Salesforce's AI capabilities are being embedded within work昀氀ows to provide advisors with actionable insights and recommendations, enhancing decision-making and client service. (2) Resources: • Financial Services at Dreamforce Collection • Financial Services AI Use Case Library • Data Maturity Playbook for Financial Services • Financial Services Cloud Demo • Ask an Expert • Website: Financial Services Source 1: Initiate Your AI-Powered Banking Service Journey Source 2: Prep for the Pivot: Transforming Wealth with Data and AI 39

Public Sector The AI Enterprise for government. $1.75T in potential unlocked productivity for government with gen AI. Source: BCG 2024 Trust Imperative Report 4.0 “Gen AI: The Trust Multiplier for Government” Keynote Announcements 1 AI for Public Sector Solutions | GA 3 Data Cloud for Government Cloud | Nov ‘24 Coming Soon • Application Overview • US Fedramp High Authorized • License Compliance Summary • UK Cyber Essentials Plus • Prior Violation Report • Australia IRAP • Application Version Comparison • Span ENS 2 Investigative Case Management for Government | GA Nov ‘24 • Enhance Investigative e昀昀ectiveness from complaint to resolution Other Highlights from Public Sector Sessions: • Salesforce's solutions facilitated a more e昀케cient contact center operation, reducing non-emergency call volume by 163,000 in a year and improving average response times. (1) Resources: • Public Sector Keynote • Salesforce+ Public Sector Dreamforce Collection • Website: Public Sector Source 1: Deliver Personalized Public Service and Gain E昀케ciencies 40

Tech and Media & Entertainment The Tech and Media Keynote featured executive interviews with Autodesk, Spotify, and AWS that uncovered how a uni昀椀ed data strategy enabled transformation stories across service, seller productivity and channel development with marketplaces. Product announcements with the industry-solution Media Cloud included RFP Management automating manual tasks, and integrations with Boostr, Wide Orbit, Operative, and Imagine Communications. Keynote Announcements 1 Agentforce for Tech and Media & 4 Salesforce Channels and Agentforce Entertainment in Slack | GA Now • SDR Agents | GA Oct ’24 - Use AI to prospect • Bring CRM data together with related- for you: engage prospects, answer questions, customer focused conversations handle objectives, book meetings happening in Slack • Sales Coach | GA Oct ’24 - Ensure every sales • Agentforce in Slack & Bring Your Own pitch is perfect. Einstein Sales Coach provides Agents actionable feedback based on pitch practices • Service Agent | GA Now - Service customers 5 Einstein Conversation Insights | GA faster with an autonomous conversational AI Now Assistant • 36 languages - Google Meet, Teams, Zoom 2 Salesforce Forecasting - Consumption Forecasting | Pilot Oct '24 • Automatically transcribe voice and video • Flexible to support your business splits, calls to surface call insights & next steps territories, groups, custom columns, and • Gain valuable insights into your more competition to stay better equipped and • Connect data from any source and roll ahead of the game up in a real-time forecast on continuous • Identify trending topics or areas with revenue streams competitive risk for piped opportunities 3 New Integrations with Advertising 6 Partner Connect - Accelerate Growth Technologies through More Channels | GA '24 • Boostr, Operative, WideOrbit, Imagine • 84% of sales proes say partner selling Communications has a bigger impact on revenue than a year ago • 100% growth of B2B marketplaces over the last 3 years • Source: State of Sales, Sixth Edition, 2024 B2B Market and Customer Experience Report 41

Other Highlights from Tech and Media & Entertainment Sessions: • Media Cloud's role is crucial in addressing industry challenges by aligning data, engaging audiences, and automating processes to scale operations and drive for better monetization in media businesses. (1) Resources: • Tech & Media Keynote • Salesforce+ Communications, Media & Technology Collection (web link) • Website: Media • Website: Technology Source 1: Media Cloud Roadmap: Product Innovations Enhanced by AI 42

Communications Unlock e昀케ciencies with AI. The Communications Cloud Keynote showcased how Data Cloud for communications can streamline data integration from backend systems, while Agentforce aims to empower agents through automation of interactions and transactions. Demonstrations included generative AI's role in quote creation, which can notably reduce manual processes, and the introduction of new personas such as billing agents and service technicians to create a more integrated customer support ecosystem. Furthermore, the session highlighted the importance of adopting industry standards and leveraging core Salesforce capabilities to improve performance and scalability, including the use of APIs for sub second response times in product con昀椀guration and order creation. Keynote Announcements 1 Quick Quoting | GA Oct '24 3 Dispute Management | GA Oct '24 • Helps sellers create complex business • Helps solve business disputes faster quotes faster 2 Personalized Upselling | GA Oct '24 4 O昀昀er Matching | GA Feb '25 • Sends proactive alerts to customers • Enables reps to analyze market and before they experience any business is- compare competitors product pricing to sue, and can provide upgrade options their own Other Highlights from Communications Sessions: • New digital experiences are being developed for various personas within Communications Cloud, including billing agents and service technicians, to improve the customer support process. (1) • Looking ahead, the telco aims to integrate Salesforce's CPQ engine with Experience Cloud and ex- plore possibilities with Agentforce to further enhance customer self-service and sales e昀케ciency. (2) Resources: • Communications Keynote • Salesforce+ Communications, Media & Technology Collection • Trends in the Communications Industry • Website: Communications Cloud Source 1: The Future of Telecom: Communications Cloud Roadmap Source 2: Accelerate Telecommunications Sales with Data and AI 43

Platform Build and govern Agentforce and AI apps. The Platform Keynote showcased how customers can build Agentforce and AI apps easily using new innovations like unstructured data support in Data Cloud, low-code tools like Retriever Builder and Agent Builder, and Security and Privacy tools like Salesforce Archive and Event Log Objects. The GA of Agentforce for Developers was revealed along with Platform Login Credits which will empower customers to extend apps to non-CRM users e昀케ciently. There was also an interview with Garrett Boss from Fox Corp whose team has built over 75 apps on Salesforce. Platform Login Credits | GA Oct ‘24 Keynote Announcements 1 Connect & Activate Your Data 3 Build with Low-Code • Retriever Builder | GA Now • Agent Builder | GA Oct ‘24 • PDFs and Documents | GA Now • Video and Audio File Transcripts | Beta Now 2 Secure & Govern • Data Cloud in Sandbox | GA November • Data Mask | Enhanced • Data Base Encryption | GA December • Event Log Objects | GA Today • Privacy Center | Enhanced • Salesforce Backup | Enhanced • Salesforce Archive | GA November ResourResources:ces: •• TTakakeaweawaay Guidey Guide •• PlaPlatform Ktform Keeynoynottee •• AAdmin Kdmin Keeynoynotte: Suce: Succceed in the AI Eeed in the AI Erraa •• DeDevveloper Keloper Keeynoynotte: Be: Build the Fuild the Futuruture with the Plae with the Platformtform •• WWebsitebsite: Einste: Einstein 1 Plaein 1 Platformtform 44

Customer Success and Partners A path to success with Salesforce. The Customer Success Keynote underscored Salesforce's commitment to guiding customers towards the future by providing pathways to success. The 昀椀rst pathway is to maximize your investment by implementing the insights provided from the Customer Success Score, which uses data signals aggregated by Data Cloud. The next pathway is through the transformative power of Agentforce, where we showcase how Salesforce will use agents to scale our support organization. The third pathway is through the human experts who can help guide and support customers on their AI journey. The last pathway is by continuous learning and upskilling through Trailhead, with the announcement of AI for All, Salesforce is o昀昀ering free AI training to democratize the learning process. Keynote Announcements 1 Agentforce 2 Upskilling with Trailhead Humans with Agents drive customer • Build Your Path to AI Success success together with Salesforce | Available now • Agentforce Activator | GA Now Resources: • Customer Success and Partners Keynote • Customer Success and Partners Dreamforce Collection • Build Your Path to AI Success with Salesforce | Trailhead • Website: Customer Success 45

Partner Announcements Partnerblazer Partnerblazers are ambitious leaders, alliance owners, or go-to-market experts who are passionate about helping their companies grow. They're also eager to share their expertise and learnings with Salesforce and our joint customers. They're a global group of driven individuals from our Consulting, Strategic Tech, Resellers, and ISV partners who want to expand their knowledge, share key learnings, and connect with their peers and with Salesforce. Partnerblazer is the destination for individual collaboration where partners can have open discussions, access ungated content, and network with other partners. It's a place to build meaningful connections and celebrate individual achievements. Resources: • Customer Success and Partners Keynote • Customer Success and Partners Dreamforce Collection • Build Your Path to AI Success with Salesforce | Trailhead • Website: Partners 46

Salesforce Foundations Salesforce Foundations includes Sales, Service, Marketing, Commerce, and Data Cloud features, all in a new, enhanced UI, making it easier for businesses to get a uni昀椀ed view of their customer and build connected, AI-powered experiences across every customer touchpoint. It’s available for every Sales or Service customer to use within their existing Salesforce implementation. Key features include opportunity management, case management, email campaigns with targeted segmentation, and secure payment links, all aimed at enhancing user experience and streamlining operations without additional costs or data integrations. Finally, Foundations customers can enhance their systems with thousands of prebuilt third-party extensions and integrations available on the AppExchange, including extended free trials from over 25 leading partners like Docusign, RingCentral, and ZoomInfo. Why it matters: • Salesforce Foundations connects departments by providing additional functionality to Sales and Service Cloud customers, bringing sales, service, marketing, and commerce data together on one uni昀椀ed platform so customers can have a consistent experience, no matter where they are in their journey. Every feature o昀昀ered in Salesforce Foundations is built on the core Salesforce platform and grounded in enterprise-wide data from Salesforce Data Cloud. Why it’s di昀昀erent: • Companies now have a uni昀椀ed view of their customers through Data Cloud, and can now ground AI in more contextualized customer data. • No integration needed and no additional costs for our customers. Key Bene昀椀ts to Partners: • Untapped access to all Salesforce Sales and Service EE Customers. • This is a new way for partners to get involved with product strategy. • We are exploring new discoverability for partner apps in the work昀氀ow with Starter/Pro suite; this is an opportunity to get involved from the beginning. Resources: • Salesforce Foundations Announcement • Get more out of Salesforce Foundations with AppExchange Launch Partners 47

Sales & Marketing Resources 49 Build Your Sales/Marketing Journey 51 Email Templates 56 Call Scripts 59 Call Down Day 60 Strategic Alignment Meeting 62 Lead Nurturing 63 Social Media Kit 48 48

Build Your Sales/Marketing Journey Are you ready to leverage the resources in our Dreamforce Go-To-Market Kit and embark on a successful sales or marketing journey and need some inspiration? Follow these two examples to get started: Sales Journey 1. Pick Your Focus: Identify whether you want to target prospects interested in cloud solutions or speci昀椀c industries that can bene昀椀t from Salesforce’s products. 2. Choose Resource: Select the resources from the Go-To-Market Kit that align with your chosen focus. These could include session recordings from Dreamforce that highlight cloud innovations or industry-speci昀椀c success stories. 3. Send Outreach Email: Craft a compelling outreach email tailored to your prospects' interests. Mention how Dreamforce revealed groundbreaking innovations that can elevate their businesses. 4. Call Prospects with Script: Follow up your email with a phone call to your prospects, using the provided call script from the kit. Use this opportunity to discuss their challenges and explore how your solutions can address them. 5. Hold Strategic Alignment Meeting: For the prospects showing interest, schedule a Strategic Alignment Meeting. During this meeting, leverage the Innovation Pack Presentation from the kit to demonstrate how your solutions align with their vision and objectives. 49

Marketing Journey 1. Pick Your Focus: Decide whether you want to focus your marketing e昀昀orts on a speci昀椀c Salesforce cloud solution or target a speci昀椀c industry that can bene昀椀t from your o昀昀erings. 2. Choose Resources: Select the most relevant resources from the Go-To-Market Kit that align with your chosen focus. These could include session recordings, customer success stories, or industry-speci昀椀c highlights from Dreamforce. 3. Send Marketing Email: Start your marketing journey by sending a captivating marketing email to your audience. Use this opportunity to announce exciting Dreamforce innovations and how they can bene昀椀t your customers. 4. Create a Social Media Campaign: Leverage the captivating images and copy provided in the Social Media Kit from the Go-To-Market Kit. Use these assets to create a compelling social media campaign that highlights key takeaways and insights from Dreamforce. Engage with your audience across various platforms and encourage them to join your upcoming post-Dreamforce webinar or event. 5. Host a Webinar or Event: Plan and host a webinar or event that serves as a post-brie昀椀ng of Dreamforce for your customers. Collaborate with your Partner Account Manager to get started and ensure a seamless and successful event. During the webinar or event, showcase how your solutions align with the latest innovations presented at Dreamforce and how they can elevate your customers' businesses. • Don’t know where to start? The Partner Co-Marketing Program o昀昀ers an Industry-focused demand generating webinar service. Learn more in the Partner Community. 50

Email Templates This section is designed to empower you with e昀昀ective and engaging email templates that will help initiate meaningful conversations with your prospects and customers after Dreamforce. Email 1: Customer Attended in Person, General Subject Line: Follow-up on your Dreamforce 2024 experience Hi [First Name], I hope this email 昀椀nds you well. I wanted to reach out and follow up on your experience at Dreamforce 2024, where Salesforce announced their latest innovations designed to help you engage your customers and connect with your target audience smarter and more e昀케ciently, leveraging the power of Agentforce to drive customer success. Throughout the event, Salesforce showcased some groundbreaking keynotes and made signi昀椀cant announcements that can shape the future of your business. If you missed any of the sessions or want to relive the best moments, you can catch up on all the action on Salesforce+: • Insert announcement • Insert announcement • Insert announcement I'm eager to hear about your experience at Dreamforce and learn about your key takeaways from the event. More importantly, I'd love to explore how these new solutions can directly contribute to reaching your business goals. Could you kindly provide some availability for a phone call in the next week or so? Thank you for your time, and I'm genuinely looking forward to hearing from you! Best regards, [Your Name] 51

Email 2: Customer Did Not Attend in Person, General Subject Line: Experience Dreamforce Virtually: Watch Inspiring Sessions on Salesforce+ Hi [First Name], I'm excited to inform you that Salesforce's 昀氀agship event, Dreamforce, was held from September 17-19 in San Francisco and it was a resounding success. Dreamforce is recognized as the largest software conference globally, o昀昀ering an enriching experience with renowned keynote speakers, numerous educational sessions, and demonstrations of cutting-edge products aimed at enhancing your business operations. Though you couldn't join us in person this year, we're delighted to o昀昀er you the chance to view all the on-demand sessions from Dreamforce on Salesforce+. As a [insert] Leader, I've handpicked a selection of sessions that I believe will be extremely bene昀椀cial for you: [insert session] [insert session] ... and there's plenty more to explore here: [insert link to browse sessions] These sessions from Dreamforce are designed to address speci昀椀c business challenges, improve e昀케ciencies, and foster growth within your organization. Feel free to contact me if you have any questions or need additional information. Warm regards, [Your Name] 52

Email 3: Industry Focus Subject Line: Explore [insert industry] Insights from Dreamforce: Watch Sessions on Salesforce+ Hi [First Name], I hope this email 昀椀nds you well. I am excited to share the success of Salesforce's annual Dreamforce event, which took place from September 17-19 in San Francisco! As a leading force in the [insert] industry, I believe that Dreamforce's incredible lineup of sessions and announcements holds immense value for your organization. Dreamforce, being the world's largest software conference, o昀昀ers a plethora of learning opportunities, product demos, and keynote speeches that can fuel your business growth and success. Even if you were unable to attend the event in person, we have great news for you! This year, you have the exclusive opportunity to watch all the on-demand sessions from Dreamforce directly on Salesforce+. To cater to your speci昀椀c interests in the [insert] sector, we have curated a list of sessions that we believe will be highly relevant: [insert industry session 1] [insert industry session 2] ... and much more you can explore here: [insert link to browse sessions] These [insert industry]-focused Dreamforce sessions can o昀昀er insights, strategies, and solutions to address industry challenges, capitalize on emerging opportunities, and drive innovation within your organization. Feel free to reach out if you have any questions or if there are any speci昀椀c topics you'd like to explore further. Best regards, [Your Name] 53

Email 4: Customer Story Subject Line: Learn from an Inspiring Customer Story at Dreamforce 2024! Hi [First Name], I hope this email 昀椀nds you well. I am excited to share a remarkable customer story from Dreamforce 2024 that we believe can o昀昀er valuable insights to your organization. During the event, we had the privilege of learning more about the success story of [Customer's Company Name], a trailblazing organization within [Customer's Industry/Vertical]. They achieved outstanding results by integrating [Your Product/Service] into their operations, transforming their business processes and accelerating growth. To discover their journey and learn from their success, access the asset [insert asset name] here [insert link to location]. If you have any questions or wish to explore further, please don't hesitate to reach out to us. Best regards, [Your Name] Email 5: Could Not Connect Subject Line: Missed You by Phone: Dreamforce 2024 Insights Hi [First Name], I've been trying to connect with you by phone to discuss your thoughts on this year's Dreamforce conference. Since we missed each other, I wanted to extend the conversation to email. Salesforce's 21st Dreamforce event happened in San Francisco from September 17th to 19th and on Salesforce+. It united customers, partners, and Trailblazers for learning, networking, and giving back. Dreamforce content is still available and we hope you can experience content that’s relevant to you with free content available on Salesforce+! Here are some key resources from Dreamforce for [insert industry/cloud]: If you have any questions or wish to explore further, please don't hesitate to reach out to us. [Relevant content] [Relevant content] Dreamforce learnings can help you solve business challenges, discover solutions that save time and money, and accelerate business growth. Head to Salesforce+ to view all of the great content and let me know what questions I can answer. I’d be happy to bring Dreamforce to you! Best regards, [Your Name] 54

Email 6: Post-Meeting Follow-Up Subject Line: Continuing Our Conversation: Resources to Support You Hello [First Name], It was a pleasure speaking with you earlier! Based on our discussion, I've compiled a few resources that might be of interest to you: [Relevant content] [Relevant content] Please remember, I'm here to assist you and [Account] in any capacity needed. Feel free to contact me anytime. Best regards, [Your Name] Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 5555

Call Scripts This section equips you with powerful and e昀昀ective call scripts that will help you con昀椀- dently engage prospects and customers in meaningful conversations after Dreamforce. Talk track to help get the conversation started 3-4 bullet points to help frame up the conversation. • Be speci昀椀c: Getting customers to watch/re-watch sessions that are key to our POV, their investments, active sales cycles. • Be thought provoking: There are a lot of future stated objectives: Agentforce, AI/ML, Slack, Data Management, Data Governance - We want to be thought leaders. • Ask for a speci昀椀c time to connect: “Can we connect on Monday at 11am to discuss your thoughts/ takeaways?” Conversation Starting Questions: • What were you inspired by? • What would bring the most value to your organization? • What did you think of Agentforce, and how do you think it can impact your business? • What sessions did you learn the most from? • What are you taking back to your team? • What do you want to implement? • What additional questions do you have? 56

Customer Attended Dreamforce: Hi [First Name], This is [Your Name] from [Your Company]! I hope you've been doing well since Dreamforce. Thank you for attending the event! I wanted to check in and see how your experience was and if you found the content useful. Additionally, I'm here to answer any questions that may have arisen since the event. • How was your overall experience at Dreamforce? Salesforce had some fantastic keynotes and sessions, and I'm curious to know what stood out to you the most. • Were there any speci昀椀c keynotes or sessions that you found particularly interesting or insightful? • If there's anything you wished had been covered during the event but wasn't, please let me know. • Now, do you have any questions that I can help answer? Whether it's related to the sessions you attended or any other topic concerning our products or services, feel free to share your thoughts. Based on your answers, I'd like to pivot the conversation to something relevant to you. For example, if you found the session on [Topic A] intriguing, we have some additional resources and materials that could deepen your understanding. Or, if you mentioned an interest in [Topic B], I can connect you with one of our experts who can provide further insights. Customer Did Not Attend Dreamforce: Hi [First Name], This is [Your Name] from [Your Company]! I hope you're doing well. I understand that you missed this year's Dreamforce conference, and I wanted to make sure you're aware of all the key announcements and insights that were shared during the event. Dreamforce featured some groundbreaking sessions and keynotes that I believe you would 昀椀nd valuable for your business. The good news is that you can still access the majority of these sessions on-demand through Salesforce+. • [Session Title 1] - This session covers [brief description]. • [Session Title 2] - Explore the latest updates on [topic]. • [Session Title 3] - Discover valuable insights about [subject]. Watching these sessions will give you a great understanding of the event's highlights and the key takeaways. Afterward, if you have any questions or would like to discuss any of the topics covered, I'd be more than happy to arrange a call with one of our experts. Let me know if you're interested in accessing these sessions or have any other questions. Thank you, and I'm looking forward to hearing from you! 57

Voicemail - Customer Attended Dreamforce: Hi [First Name], This is [Your Name] from [Your Company]. I hope this message 昀椀nds you well. I wanted to personally reach out and thank you for attending this year's Dreamforce conference. I hope you found the content and sessions valuable in gaining insights into the latest trends and innovations in the industry. If you have any questions or if there's anything speci昀椀c you'd like to discuss about the event, feel free to reach out to me. We understand that schedules can get busy, so if you couldn't attend all the sessions you were interested in, don't worry! You can still access the majority of key sessions on-demand through Salesforce+. If you have a moment, I would love to hear about your experience at Dreamforce and what stood out to you the most from the keynotes or sessions. Please don't hesitate to give me a call back at [Your Phone Number], or you can simply reply to this message via email. I'm here to assist you with any questions or information you may need. Once again, I hope you had a great time at Dreamforce, and I hope to connect with you soon. Have a great day! Voicemail - Customer Did Not Attend Dreamforce: Hi [First Name], [Your Name] from [Your Company] here. I hope this message 昀椀nds you well. I wanted to share some updates from this year's Dreamforce conference, Salesforce’s biggest annual event. The conference was packed with innovative sessions and keynotes that explored the latest industry trends. Even though you couldn't attend in person, you can still catch up on most of the key sessions through Salesforce+ on-demand. If you're interested in the event's highlights and key takeaways, you can access them at your convenience. Feel free to call me at [Your Phone Number] or reply to this email if you have any questions or need more information about the on-demand sessions Thank you for your time, and I hope you 昀椀nd the Dreamforce resources valuable for your business. Have a great day! Best regards, [Your Name] 58

Call Down Day The Call Down Day is a highly focused event where the sales team comes together at the o昀케ce to reach out to prospects and customers via email and cold-calling, with a theme centered around Dreamforce follow-ups. The primary goal is to increase lead conversion. By collectively engaging with prospects and customers, we aim to nurture relationships and advance them through the sales pipeline. Step-by-Step Guide Preparation: • Provide pre-read material from the Dreamforce Go-To-Market Kit to BDRs and Sales Team. • Prepare various email templates with di昀昀erent CTAs to be sent in advance. • Equip the sales team with call scripts tailored to Dreamforce follow-ups. O昀케ce Setup: • Decorate the o昀케ce with Dreamforce-related print assets to create a motivating atmosphere. • Book a dedicated room for the enablement session and calling activities. Contest / Gami昀椀cation: • Incorporate gami昀椀cation elements to boost motivation and excitement. • Consider running contests and challenges to celebrate achievements. Segmentation: • Segment the database and send initial emails to prospects. • Continuously add new prospects to expand outreach e昀昀orts. Day of the Event: • Share the agenda in advance to set expectations. • Conduct a short enablement session to refresh key points from the Dreamforce Go-To-Market Kit. • Utilize breaks to share best practices and success stories. Tracking and Follow-up: • Submit leads in the Partner Community. • Conduct a debrie昀椀ng session to assess outcomes and share best practices. • Celebrate and recognize the sales team's achievements. For more information, please get in touch with your Partner Account Manager. With a well-prepared Call Down Day focused on Dreamforce follow-ups and an enthusiastic sales team, we are con昀椀dent that you will achieve exceptional results. 59

Strategic Alignment Meeting • Approach the meeting as a consultative session, aiming to understand your customer's needs and aspirations fully. • Provide insights and recommendations based on the customer's unique challenges and goals. • Demonstrate your expertise and commitment to helping the customer achieve their vision. • Collaboratively build an action plan that outlines the steps required to turn their vision into reality. Customer Attended Dreamforce Before scheduling the Strategic Alignment Meeting, connect with your Partner Account Manager and Account Executive. First, have an initial conversation with your customer post-Dreamforce. This helps uncover insights, interests, and challenges. Then, align your meeting agenda with their needs. This approach ensures a focused and productive meeting. Sample Agenda Opening: • Express gratitude for the partnership and reiterate your commitment to their success. • Introduce the team members who will be present in the meeting. Current Status: • Encourage the customer to share their Dreamforce experience and key insights. • Discuss their current challenges and top business priorities. • Highlight how Salesforce has been a trusted partner in helping them achieve success. Customer Vision: • Take a look at the customer's current state and how Dreamforce has in昀氀uenced their vision for the future. • Explore the customer's evolved Connected Vision post-Dreamforce. • Dive deeper into the new opportunities that have emerged as a result of their participation in the conference. Make it Real: • Engage in a collaborative discussion about the top value propositions o昀昀ered by your solutions. • Share relevant customer success stories and case studies that align with their vision. Action Plan: • Work together with the customer to create a roadmap that aligns their vision with actionable steps. • Identify key performance indicators (KPIs) to measure progress towards shared goals. • Set clear milestones and responsibilities for both teams. 60

Customer Did Not Attend Dreamforce In this section, we will guide you on how to conduct a meaningful meeting with your customers who were unable to attend Dreamforce. While they may have missed the conference, you can leverage the insights and resources from Dreamforce to engage with your customers and explore new opportunities together. Preparation: Connect and Clarify Before scheduling the Strategic Alignment Meeting, connect with your Partner Account Manager and Account Executive. Also, note that customizable Innovation Pack presentations are available for use during the meetings. Sample Agenda Opening: • Begin by expressing appreciation for the partnership between your organization and the customer. • Introduce the team members who will be present in the meeting. Dreamforce Insights: • Share key highlights and insights from Dreamforce that are relevant to the customer's industry and business. Understanding the Customer's Business: • Engage in a discussion to understand the customer's current challenges, objectives, and key business priorities. Customer Vision and Aspirations: • Explore the customer's current vision for their organization and how they foresee their future state. • Discuss any potential changes or opportunities that have arisen based on the Dreamforce insights. Aligning Solutions with Customer's Vision: • Present how your solutions align with the customer's evolving vision and aspirations. • Share relevant success stories and case studies to illustrate the value of your o昀昀erings. Creating an Action Plan: • Collaboratively develop a roadmap to align their vision with actionable steps. • Identify key performance indicators (KPIs) to measure progress towards shared objectives. 61

Lead Nurturing Lead nurturing involves building and maintaining relationships with potential customers (leads) over time. This strategy engages leads with personalized interactions, guiding them through their buying journey. The aim is to keep them informed and engaged until they're ready to buy. Best Practices for Nurturing Leads: • Segmentation: Categorize leads based on interests, industry, or pain points to provide tailored content. • Personalized Follow-Up: Craft personalized emails referring to your Dreamforce discussions for engaging outreach. • Timely Communication: Reach out soon after the event to keep the conversation fresh. • Valuable Content: Share content addressing their pain points, showcasing your solution's bene昀椀ts, and relevant industry insights. • Multi-Channel Approach: Use emails, social media, and calls to connect where they're active. Example Picture a prospect who attended Dreamforce and showed interest in Salesforce solutions. Here's a condensed lead nurturing scenario: 1. Thank You Email: Send a personalized email thanking them for attending. Mention liked sessions and highlight available sessions on Salesforce+. 2. Educational Content: Share curated AI content over the next weeks, including trends, bene昀椀ts, and real success stories. 3. Webinar Invitation: O昀昀er an exclusive post-Dreamforce webinar on a relevant topic with industry experts. 4. Tailored Demo: Provide a personalized demo addressing their challenges. 5. Success Stories: Showcase industry-relevant successes, emphasizing achievable bene昀椀ts. 6. Consultation O昀昀er: Invite them for a personalized consultation about solutions aligning with their needs. 7. Stay Engaged: Send regular emails with updates, industry insights, and Dreamforce highlights. This journey guides them from interest to informed decision-making, establishing trust and boosting the chance of a successful conversion. 62

Social Media Kit This section is designed to empower you with social media strategies to create engaging campaigns that amplify the impact of Dreamforce beyond the event itself. Examples: 1. Session Highlights Showcase Craft a series of captivating posts highlighting the most exciting sessions from Dreamforce. Select session recordings and key takeaways, then share visually appealing graphics with key insights and quotes. These posts can be shared on LinkedIn, X, and Facebook to engage your audience and generate interest in the valuable content presented at Dreamforce. 2. Executive Insights Series Encourage your company executives to share their personal highlights and key takeaways from Dreamforce on their LinkedIn or X pro昀椀les. This initiative allows your company to showcase thought leadership while o昀昀ering valuable insights to your audience. 3. Dreamforce Recap Webinar Promotion Create engaging promotional posts and graphics to build excitement for your Dreamforce recap webinar. Craft captivating posts for platforms like LinkedIn and X, announcing the webinar's date, time, and registration link. Uses eye-catching visuals and copy that highlight the key topics covered in the webinar. This campaign aims to drive registrations and foster deeper engagement with your audience after Dreamforce. 63