As a Salesforce ISV, Can You Choose Not to List on AppExchange?

Yes, as a Salesforce Independent Software Vendor (ISV), you have the option to choose whether or not to list your application on the AppExchange. While listing on AppExchange can provide significant visibility and access to a large customer base, it is not a mandatory requirement. This article will explore the considerations involved in choosing not to list on AppExchange.

Marketing and Sales

If you choose not to list your application on AppExchange, you will need to develop your own marketing and sales strategies. This means you won't benefit from the exposure and lead generation that comes with being on AppExchange. You will need to focus on building your own brand and reaching potential customers through targeted marketing campaigns, content marketing, and perhaps even direct sales efforts. Developing a strong online presence and establishing partnerships can also be effective strategies to increase visibility and attract potential customers.

Compliance and Security

Even if you do not list your application on AppExchange, you must still ensure that your app complies with Salesforce's security and performance standards, especially if you plan to integrate with their platform. This will help to build trust with your end-users and ensure that your application meets the high standards expected by Salesforce. Without compliance, you run the risk of facing technical issues or even getting your app removed from AppExchange if it is ever listed later.

Distribution and Support

Managing the distribution and installation of your application independently is a critical aspect of choosing not to list on AppExchange. This means you will need to handle all aspects of the installation process, including onboarding and customer support. Providing robust support is essential to retaining customers and maintaining a good reputation. Additionally, you will be responsible for updating your application and resolving any issues that arise, without the support structure that AppExchange provides.

Alternative Channels for Distribution

Consider alternative distribution channels such as your website, direct sales, or strategic partnerships. These channels can be effective ways to reach your target audience and generate leads. Building a strong online presence through your website and social media can help you attract potential customers. Direct sales efforts can be particularly effective if you have a close relationship with your customers or if you are targeting a specific industry. Strategic partnerships can also expand your reach and provide access to new customer segments.

Options for Non-AppExchange Applications

There are several options for non-AppExchange applications, each with its own pros and cons. Here are some of the alternatives:

Non-AppExchange Non-Security Review

Create a managed package Sell the managed package Manage licenses through LMA (License Management Application)

Pros: No revenue share with Salesforce. You have full control over sales and marketing, but you won't benefit from AppExchange-driven leads. Object and tab limits of the customer's Salesforce org will apply.

Cons: You won't receive the same level of exposure as AppExchange-listed applications. Larger customers might be wary of your app.

Non-Public AppExchange Passed Security Review

Create a managed package Sell the managed package Manage licenses through LMA Create an AppExchange listing Submit the listing for security review Keep as private

Pros: Once passed, it won't count against object/tab limits of the customer's Salesforce org. You can still manage licenses through LMA.

Cons: You might have to pay a one-time review fee of $2,700 if the app is paid. No AppExchange-driven leads and you might have to make it public.

Public AppExchange

Create a managed package Sell the managed package Manage licenses through LMA Create an AppExchange listing Submit the listing for security review List as public/perhaps publish

Pros: AppExchange leads won't count against object/tab limits of the customer's Salesforce org. Sometimes, API integration into the app can work in Professional Edition (PE) orgs. Gains credibility with customers, Salesforce AE (Account Executives) and SE (Sales Engineers). AppExchange might market the app for free.

Cons: 15-25% revenue share is common. The revenue share can be offset by the increased lead volume and marketing exposure from being listed.

Why Would You Not Want to Make the App Listed Public?

Even if listing on AppExchange brings more visibility and leads, there are still reasons why you might choose not to list your application publicly. In my experience, the trade-off of the revenue share is often made up through the increased lead volume and marketing exposure. For example, we chose the OEM (Original Equipment Manufacturer) route for one of our forthcoming apps. This allows you to manage the entire sales cycle yourself without third-party involvement, giving you full control and the potential to generate more leads.

Ultimately, the decision to list on AppExchange should align with your business strategy and goals. Consider the benefits and drawbacks of each option, including the revenue share, marketing exposure, and the level of support you will receive. By carefully weighing these factors, you can make an informed decision that best suits your business needs.