FY22 AppExchange Partner Program Overview

APPEXCHANGE PARTNER PROGRAM OVERVIEW Succeeding Together in the Fastest Growing Cloud Economy

The Ecosystem Opportunity for ISVs Table of Contents The success of our customers, partners and communities is at the 03 center of the Salesforce ecosystem. Together, we grow and invest Program Design in ways that empower you to build on the Customer 360 Platform, fuel customer digital transformation through your AppExchange 05 solutions, and be at the forefront of innovation. Through the AppExchange Partner Benefits AppExchange Partner Program, every ISV, developer and entrepreneur is set up to power customer success while creating 06 profitable and sustainable businesses. Partner App Distribution Models Now more than ever, Salesforce partners have a tremendous 08 opportunity to help customers stabilize and accelerate their businesses. With 100% of the Fortune 100 and 90% of the Program Economic Model Fortune 500 using an AppExchange app, the opportunity has 09 never been greater for you to grow your business as a partner. AppExchange solutions play a key role in supporting customers Resources on their journey with Salesforce across every cloud, country and industry. We are thrilled to be your guide on your AppExchange partnership journey. AppExchange Partner Program Overview 2

Program A Program that is Centered on Transparency The three key pillars of the AppExchange Partner Program - Design customer success, innovation, and engagement - help grow our ecosystem and your business. These pillars are also the basis for how we measure your performance as a partner in our program, which gives you the visibility you need to grow your business successfully. The AppExchange Partner Trailblazer Score and Tiers The AppExchange Partner Trailblazer Score is designed to measure and evaluate a partner’s performance and reward additional benefits as your performance improves. Our key pillars of customer success, innovation, and engagement represent categories of metrics we use as part of the AppExchange Partner Trailblazer Score. Each pillar is made up of two metrics, and a total allocation of 1,000 points, which you can see in the image on the next page. AppExchange Partner Program Overview 33

SUMMIT SUMMIT CUSTCUSTCUSTOMER SUCCESSOMER SUCCESSOMER SUCCESS INNOINNOVVAATIONTION ENGAENGAGEMENTGEMENT Retention Rate Technology Adoption Revenue Growth Rate Average App Rating Trailhead Badges Total Revenue 35% of points 30% of points 35% of points CREST 350 points 300 points 350 points CREST Total 1,000 Points RIDGE RIDGE For every partner, your total AppExchange Partner Trailblazer Score determines your partner benefits tier. These benefits are based 100% on what you achieve in the program. Partners can earn their way into higher tiers of benefits in a programmatic and predictable way. The tier structure includes: 1. Base (lowest tier) 2. Ridge 3. Crest B B ASE 4. Summit (highest tier). ASE AppExchange Partner Program Overview 44

AppExchange Partner Benefits No matter what stage of your journey, we are here to support you Check out the full list of benefits by Program Tier > m a rk e t buil d suppor t A p p Ex c h a n g e L i st i n plan g C h a n n e l O r d e r A p p P a rt n e r B a d g e s P a rt n e r F o r u m s L i c e n s e A p p Ex c h a n g e P a rt n e r T ra i l M s a n a g e m e n t A p AppExchange p M a r k e t i n g P r o g ra m Onboarding Trails P a rt n e r W e b i n a T rs ra i l f o r c e M a r k e t p l a c e Partner T e c h n i c a l Ca s e P a c A ks n a l yt i ISV cs D e v e l o p e r T o o l s Communications C e rt i fi c a t i o n Ex a m S p o n s o rs h i p S s e c u r i ty R e vi e w Partner V o u c h e rs Community AppExchange Partner Program Overview 55

Partner App Choosing the App Agreement Type that’s Right for Your Business Distribution There are two primary partner app distribution models available to AppExchange Partners to support how you sell your apps to Models customers. These two models are called ISVforce and OEM. No matter which one you choose for your app, you have access to Salesforce technology that allows you to build, distribute, market and support your app. ISVforce apps have a dependency on core Salesforce technology (i.e. Sales or Service Cloud) and must be sold to an existing Salesforce customer. Customers use their existing licenses to access an ISVforce app. OEM apps do not have a dependency on the core Salesforce technology and instead deliver a Force.com Embedded Edition User License (i.e. a Salesforce Force.com License with contractual restrictions) along with the app. AppExchange Partner Program Overview 66

Partner App Distribution Model Types ISVforce OEM 15% net revenue 25% net revenue App with dependency on Salesforce A full custom app experience without Technology (ie. Sales or Service Cloud) dependency on Salesforce Technology (ie. Sales or Service Cloud) Can sell to: • Existing Salesforce customers only Can sell to: • Existing Salesforce customers Ability to: and non-Salesforce customers • Create custom fields on objects • Access to CRM objects Ability to: • Access to Sales/Service Cloud features • Create custom fields on objects • Use Deduplication feature • Access to additional OEM app + • Custom objects some ISV apps • Only view dashboards if running user also has the same license Salesforce provides all core features and technologies ISV and OEM partners need to build, distribute, sell, and support enterprise solutions. AppExchange Partner Program Overview 7

Program Revenue Share — We Succeed When You Succeed Salesforce offers a standard revenue share pricing model – Economic Percentage Net Revenue (PNR) – that is dependent on the app distribution model a partner chooses. A partner participates in revenue sharing with Salesforce only after they have reported their Model revenue for the first time to AppExchange. This supports the mutual success of the AppExchange Partner and Salesforce and allows us to offer various benefits as the partnership grows. Each partner that plans to commercially distribute their app will need to accept or sign a partnership agreement that is relevant to their partner category. Marginal Royalty — A New Way to Expand Your Profitability in Our Program The AppExchange Marginal PNR Model, a partner program benefit, enables partners to expand their margins as their business scales. Enrolled partners become eligible for lower marginal royalty rates on future and add-on bookings when they achieve USD 1,000,000 or greater in AOV. Learn more about the Marginal Royalty Model. AppExchange Partner Program Overview 88

Resources • The ISV Onboarding Guide • Partner Program Categories Understand the AppExchange Program Categories in the Salesforce Partner Program Policies document. • Enablement Questions Post a question in the Partner Community using the ISV Business Enablement Chatter Group • Technical Onboarding Questions Post a question in the Partner Community using the AppExchange & ISV Technical Enablement Chatter Group AAAppppppEEExxxccchhhaaangngngeee P P Paaarrrtttnnnererer Pr Pr Prooogggrrraaammm O O Ovvvererervvviiieeewww 9 9