Salesforce Accelerate ISV Partners in Cohort 11 Share How to Take Your Business to the Next Level

Brittany Bir
AppExchange and the Salesforce Ecosystem
12 min readMay 19, 2021


We are thrilled to announce the launch of Salesforce Accelerate Grow Cohort 11! We have several seasoned Salesforce partners who have joined us on this journey, and who are excited to grow their AppExchange business.

Salesforce Accelerate Grow is the AppExchange accelerator program for app entrepreneurs who want to scale and grow their business in the Salesforce ecosystem. The program is designed to help AppExchange partners increase revenue run-rates and improve operational efficiency by driving strategic alignment and providing access to key Salesforce advisors and mentors.

Cohort 11 will help our partners align with Salesforce Industries by providing participants with the tools, resources and coaching to effectively position and deliver their solution for a targeted industry. The partners selected for the program will focus on developing their go-to-market strategy across Financial Services, Healthcare and Life Sciences, Retail, and Public Sector.

Partners were selected for their desire to strategically align with Salesforce, their high potential for growth, and their desire to participate in the program.

The Salesforce ISV Program is the gold standard for SaaS partner programs and we’re excited to supercharge our partnership through the Accelerate Grow Program.” — Matt Rausenberger VP Partner Alliances, Swrve

“[We want t]o elevate our partner relationship and take advantage of the mentoring, networking, and connections with advisors who can share best practices. We are excited to learn what else we can do to grow our presence globally as a partner.” Matt Egan, Director of Partnerships, Phrasee

Seasoned AppExchange Partners with Proven Success

While many startups run into trouble within their first few years (and 21.5% of startups fail within their first year*), these partners have beat the odds and have thriving businesses.

But what makes them so successful? To kick off this cohort, we asked our cohort members to share why they chose to join this program, and what they have learned in the time it has taken to get to their first $500k.

Their growth boiled down to 2 main things: target an industry vertical to accelerate growth, and be focused on your customers.

Target an Industry Vertical for Accelerated Growth

You can’t always win them all but, the more laser-focused you are, the deeper you can dive into that industry, and the more you can accelerate your growth. Many of our Cohort 11 partners have seen success by focusing on a particular industry. This is why they have opted to align with Salesforce Industries over the course of our 9-week Salesforce Accelerate program.

“[We are looking to align with Salesforce Industries] to increase the co-selling opportunities and build long lasting relationship with Salesforce Stakeholders” — Vatika Maheshwari, Business Development Manager, TeamViewer

“Dot Compliance is 100% focused on the HLS industries, and together with Salesforce, we are able to handle the industry’s unique and fast-paced needs — streamlining processes and enabling collaboration across entire ecosystems. Together we can help get new products into market faster and safer, and help turn valuable data into actionable insights” — Gal Haselkorn, VP Sales and Business Development, Dot Compliance

Some of these partners have historically had a horizontal approach. However, to scale in the next part of their business, they see a vertical focus as key to driving more revenue and industry credibility.

“Groove has grown via a horizontal GTM strategy to date, however we have learned that a verticalized GTM strategy dramatically accelerates growth. We would like to adopt a verticalized GTM strategy so that we can specialize and grow faster, with financial services being our first vertical. We already have lighthouse customers including Capital One, BBVA, Enterprise Bank, Boston Private, Coinbase and Kiva.” — Tehsin Daya, Head of Partnerships, Groove

“We understand the intrinsic value of Salesforce and the data contained within Salesforce. Our platform is horizontal, but the need for user monitoring has become a much higher focus within HealthCare and Financial Services industries. These two industries are highly regulated and Imprivata can immediately help with the compliance requirements organizations will run into.” — David Lee, Marketing Programs Manager, Imprivata

The program is divided into 4 units: Strategic Alignment, Positioning & Messaging, Operational Excellence, and GTM strategy to support their continued Salesforce Industry success.

“We have seen significant interest from both Salesforce field representatives as well as partner Systems Integrators in our platform and suite of applications. We believe there is a tremendous market opportunity in going to market together, in that government customers are looking to modernize workforce development with a purpose built, productized solution. Our goal with the Accelerate program is to build out a Salesforce channel engagement strategy that will help get the representatives up to speed and enabled on the sector and our solution, as well as learn best practices as we go to market together.” — Abraham Jankans, Chief Enthousiasm Officer, Launchpad

“We believe a tighter alignment with Salesforce will enable us to increase the growth of our sales.” — Joshua Millsapps, CEO, Millsapps, Ballinger & Associates

“Axtria SalesIQ™ is a cloud-based end-to-end sales planning and operations product suite with integrated Territory Alignment, Segmentation and Targeting, Call Planning, Incentive Compensation, Field Analytics and Reporting helping bridge data to insights to operations for global life sciences organizations. The Salesforce Accelerate cohort had the right mix of knowledge and networking scope for business partners, technical, and product management teams. We strongly believe that the program will align with Axtria SalesIQ™ and Salesforce philosophy of building future-ready and connected life sciences commercial organizations.” — Ashutosh Sinha, Global Lead Partnerships & Alliances, Axtria

Be Focused on Your Customers

Our Cohort 11 companies are all about their customers, and rightfully so! When you are building your business, customers are essential to validate your business model, and generating much-needed revenue to fuel your initial operations.

“The most important lesson at this stage is that the team must be customer-focused and relationship-driven. A dedicated team will find a way to execute and build trust by eliminating surprises. Every single interaction is critical to success, and the relationships developed with the customer are as important as the delivery of the product or solution. This is particularly true in the Public Sector, where referenceability is paramount. ” — Emily Zufelt, Partnerships Manager, Clairiti Cloud Inc

“We have learned that customer service is intrinsically linked to business development and does the marketing job for you, if and when it is well executed. We have learnt the importance of living by our values, translating them into our behaviours and, in this way, being authentic.” — Paula Morris, Marketing & Business Development Manager, Atamis

“Happy customers and partners are the best way to expand our business. We focus on solving complex security challenges with elegantly simple solutions. When our customers are happy, our business grows. We need to let more people know about our customer successes to accelerate our growth.” — Laura Nesbitt, Partner Success Leader, RevCult

Some of the greatest customers can also become your greatest champions as well, and champion customers will lead to lucrative partnerships. Our Salesforce Accelerate Partners are a prime example!

“…[P]artnerships are critical to our overall growth and success as they are the true multiplier effect. An efficient and mature partnership function allows a business to expand and scale every department beyond what’s possible internally.” — Ilan Hoffman, Director of Strategic Partnerships, Attentive

“Veruna loves the focus Salesforce is now turning to in the Insuretech space — we wanted to find out how we can prove to be one of their #1 partners!” — Jennifer Carroll, CEO, Veruna

“Partnering with Salesforce is all about the combined business value; the more aligned we can be with our goals and positioning, the more likely we will find joint success at the customer level.” — Dawn Radecki, Director Strategic Alliances, Riva International

But while being customer-centric is an important part of their partner success, the customer is not king. In fact, sometimes they may not even be the right customer!

“However tempted you are to take any customers early on, don’t [bring on] customers that are the wrong fit for your solution or organisation [because they] will take up a lot of time that would be better spent winning the right customers.” — Simon Fowler, CEO, XCD HR

Key Takeaways from Cohort 11

As you move along with your AppExchange Journey just remember that you are not alone. Salesforce is chock-full of resources for our partner success, as well as an amazing community. Learning from other partners’ experience, such as our Cohort 11 participants can support you on your journey.

“I have learned that while the Salesforce Ecosystem is massive, there are so many resources that can help you to succeed. Whether its Trailhead, the Salesforce ISV team, or other partners in the ecosystem, you are never alone and there are always resources to reach out to help you no matter where you are in your Salesforce journey. It’s very exciting to now be able to pay it forward and help newer ISV’s launch their App’s and give them helpful tips that other partners passed along to me at Vertex.” — Erin Kissling, Global Partner Manager, Vertex

Building a successful ISV business takes time and success does not come overnight. Keep learning, and expanding your Salesforce network, and you will be there in no time.

What have you learned in the time it has taken to get to first $500k or acquire your first customers? “Our answer is Patience and Persistence.” — Heather Robinson, Senior Director of Marketing, ScreenMeet

A partnership with Salesforce and success with Salesforce AppExchange can take many different forms. No partner journey is alike, but it is empowered by the insights that our partners share with one another.

Meet Cohort 11 Participants

To learn more about our Salesforce Accelerate Grow Cohort 11 partners and their solutions, click on the links below to check out their AppExchange listing and targeted industry.

Financial Services

Team Viewer’s integration on Salesforce makes it easy to create and join remote support sessions right from your Salesforce Sales Cloud™ and Salesforce Service Cloud™. Main highlights of the integrated product: Cross-Platform Support, Advanced Reporting, Real-Time Notifications, One-Click Remote Scripts, and Augmented Reality Powered Support.

XCD HR is a Global Employee HR solution in use in 36 countries across the globe. The only native salesforce app that offers payroll in the UK.

Riva International is a leader in Data Operations, focused primarily in intelligent synchronization between email, calendar & contacts, and the adjacent CRM.

Fusion Risk Management is the foundation in operational resilience. We provide easy, visual, and interactive ways to analyze every aspect of your business so you can identify points of friction, single points of failure, key risks, and the exact actions you need to take next to mitigate impact.

Groove is the leading sales engagement platform for enterprises using Salesforce, specializing in ease-of-use, ease-of-administration, and cross-team collaboration. Built for the needs of full-cycle sellers, Groove automates non-sales activities so that reps can spend more time building relationships and generating revenue. Groove’s Salesforce-native architecture ensures more accurate reporting and forecasting, lower compliance risk with global privacy laws, and streamlined administration.

Imprivata FairWarning for Cloud Solutions is purpose-built to translate Shield: Event Monitoring data in real-time to help you mitigate security risks with alerts on any of your Salesforce users acting in any way that could hurt your business.

ScreenMeet delivers better real-time online experiences, with easy, secure, and reliable voice and video calls, chat, cobrowsing, and remote support. ScreenMeet customers around the world use it to drive best-in-class customer, employee, remote work, and remote support experiences.

Veruna Inc. empowers independent agents and brokers to KNOW their business in order to GROW their business. Providing actionable insights through the #1 CRM platform, Veruna in an AMS/CRM technology stack that empowers agents and brokers to sell more and retain better; customizable, configurable with agency-necessary download and Acord form capability for agents and brokers to innovate to their competitive advantages.

Health and Life Sciences

Dot Compliance offers the industry’s first ready to use Quality Management Solution. Dot Compliance solutions include an extensive set of off-the-shelf ready eQMS and compliance pre-configured processes that include full project validation services and product validation packages. Introducing a true eQMS paradigm shift, Dot Compliance offers the industry’s most cost-effective quality and compliance management solution available, allowing HLS customers to quickly deploy flexible and scalable solutions.

Axtria is a global provider of cloud software and data analytics to the Life Sciences industry. We help Life Sciences companies transform the product commercialization journey to drive sales growth and improve healthcare outcomes for patients. Axtria partners with leading life sciences companies to deliver improved health solutions by seamlessly interweaving information, analytics, and technology — all on the cloud.

Millsapps, Ballinger & Associates’ ExAM helps our customer collect better data for inspections, compliance and forms based used cases in order to support better decision making and business process execution.

RevCult’s Cloud Security Cockpit® is the only solution for Salesforce that helps you find AND fix your security weaknesses. RevCult helps protect sensitive data in the most highly regulated and fast-paced industries, with tooling that’s native to Salesforce. As your business grows and changes on the platform, we’ll help you protect your brand, comply with regulations & unleash the full potential of Salesforce to grow your business.


Swrve is the leading marketing and customer experience platform for mobile, web, and TV, helping leading enterprises connect with their mobile-first customers to create lasting and valuable relationships. World leading brands such as Verizon, Sony Pictures, Riot Games, Telefónica, Sling and NBC, use Swrve to identify, predict, and anticipate the needs of customers with real-time behavioral data. Our platform is integrated with both Salesforce Marketing Cloud Journey Builder and Service Cloud Process Builder.

Public Sector

Clairiti’s industry leading permitting and licensing software is trusted by state and local governments across North America to simplify and expedite processes and approvals. Clariti drives automations and streamlines operations to save money, meet application demands, satisfy regulatory compliance, and achieve remarkable results.

Atamis is a leading UK procurement software provider, supporting over 200 clients across the public and private sector to maximize productivity and increase efficiency throughout the strategic sourcing cycle.

Launchpad is a suite of purpose-built applications, designed to help public-sector and nonprofit organizations deliver impact and improve client experience across workforce development and human services. Our suite includes modules for intake and assessment, case management, grant management, learning management, providers and referrals, self service portals and analytics.


Phrasee is an AI-powered SaaS platform that revolutionizes customer experiences through Brand Language Optimization. Phrasee helps visionary enterprises enhance and personalize their customer experiences by optimizing the language they use across the full customer journey and spectrum of digital brand channels.

Attentive Discover a new performance marketing channel built for leading businesses. Make personalized mobile messaging one of your top 3 revenue sources in just 3 months.

Vertex Inc. offers 7 different integrations for Salesforce spanning across Sales, Revenue and Commerce Cloud. Vertex products work to streamline, automate, and standardize tax calculations on every sales transaction. Vertex runs on the most advanced calculation and returns software platform in the industry to reduce time and effort to perform sales and use tax calculations.