In this episode of SaaS Connect your host Sunir Shah, President of Cloud Software Association, leads a value-packed discussion between Gabe Caldwell, Director of Partnerships at Formstack and Joe Ondrejcka, ISV Partner Account Manager at Salesforce.

The conversation centers on the journey that Formstack took to take their Salesforce integration from level one to level 10, ultimately resulting in more than 200% year-on-year growth.

Included are the following topics:

  • How did Gabe get executives to buy in to what needed to be done?
  • How to stand apart so that Salesforce will notice you.
  • Tactical marketing opportunities within Salesforce.
  • What Formstack did to meet Salesforce requirements.
  • What you can expect from Salesforce and tips to partner with them.
  • Formstack’s most effective content strategy.
  • The value of taking a big partner’s advice and getting the basics right.
  • Are the results that Formstack experienced typical when partners get into the Salesforce groove, or did they just get lucky?
  • The importance of communication, messaging, building relationships, and educating Salesforce teams.
  • Advice for SaaS startups, even if you’re not technical.
  • How to open the door into Salesforce.


Resources Mentioned:

  • Webmerge
  • Freshbooks



This show is brought to you by our podcast sponsor Content Allies. Content Allies helps B2B companies launch revenue-generating podcasts. Contact them at

Overwhelmed by Salesforce?

I asked Joe from Salesforce where should our CSA members start to wrap their heads around Salesforce AppExchange marketing.

Read the resources for AppExchange Partners

Do your homework and bring questions tomorrow. 🙂