GREAT

individual
Contributor
5 characteristics that make good
individual contributors GREAT
great individual model | 5 characteristics that make good individuals GREAT 2

What’s inside?

3-4 About the model

5-6 GREAT Individual Contributor Characteristics

7-9 Self-Assessment

10-13 Development ideas

14 Take action
great individual model | 5 characteristics that make good individuals GREAT 3

Leadership is art & science.

Leadership has always been a competitive advantage at Salesforce; it is a core part of what
has made us successful since our founding. Leadership at all levels — Self leadership, Team
leadership, and Executive Leadership — is what will prepare us for success in our next chapter.
That is why we’ve updated our Salesforce GREAT Leader Model, to capture behaviors we all
need to collectively role model in our next phase. As our company continues to grow expand
around the globe, it’s more important than ever for all of us to understand expectations of our
role and leverage the tools available to bring those behaviors to life.

About the GREAT Leader Model

The GREAT Model was originally developed in 2014 by the Talent Development Team for the
entire organization. Three models were developed. One for individual contributors, one for
managers, and one for executives. The GREAT Models outline the characteristics at each level
that define what it takes to be great at Salesforce. Five characteristics were identified in the
framework as well as the behaviors that are critical to live these characteristics at each level.
As we grow and change as a company, we are always looking at what it takes to be great in
our changing environment and to clarify these expectations. In 2018, the GREAT Model was
updated across the organization to reflect our expectations of great at Salesforce. Each set
of behaviors is the foundation for the next level up. As you progress in your career there are
additional expectations as you take on more complexity and responsibilities.

The GREAT Individual Contributor Model was developed for individual contributors up to
senior directors, non-people managers. It is endorsed by Salesforce leadership and illustrates
what great manager leaders do. Most importantly, this model gives you specific tools that can
help hone your management skills NOW and inspire those around you to think differently
about everything they do.

Developed for leaders — by leaders

Our team didn’t develop this model in a vacuum. Instead, we interviewed leaders, gathered
data and insights, and incorporated proven leadership best practices. The result is very
Salesforce-specific and helps differentiate good leaders from “Great leaders.”
great individual model | 5 characteristics that make good individuals GREAT 4

Leadership is art & science.

Within this guide, you’ll find:

• The key characteristics leaders need to succeed at Salesforce

• Key behaviors associated with each of the core characteristics

• Self-assessment exercises to show your greatest strengths and areas where you can improve

• Actionable development ideas to help you refine your skills

Start today. Start now.

With hard work, dedication, and self-reflection, leadership can be one of the
most rewarding personal and professional experiences of your life.

Aloha!
great individual model | 5 characteristics that make good individuals GREAT 5

great individual
contributor characteristics

With the help of many top salesforce leaders, we’ve distilled the top five characteristics
of great individual contributors at Salesforce. This section introduces you to each
characteristic and its associated key traits and behaviors. Pay special attention to the
behaviors column — you’ll be doing a brief self-assessment in the following section.

CHARACTERISTIC KEY TRAITS BEHAVIORS

• Knowledge • Knows the business, customer, and industry inside and out
• Innovation • Develops creative approaches that drive results
• Makes decisions that take into account the whole picture
• Integration
of Salesforce and broader industry
• Managing Ambiguity • Produces high-quality work even with incomplete information
• Compassion • Embraces and adapts to change

SALESFORCE • Change Management

SMART

• Drive Results • Drives results even under tough circumstances

• V2MOM • Aligns V2MOM with the direction of the department and team
while adding original content and personalization
• Process Improvement
• Actively seeks out ways to improve how work gets done
• Resilience
• Takes on tough challenges and is persistent despite obstacles
• Calculated Risk Taking
• Tries new things, isn’t afraid to fail, and moves forward
• Resourcefulness
GET IT DONE • Finds creative solutions to roadblocks

• Salesforce First • Puts the collective good of the company first

• Collaboration • Builds and leverages strong working relationships
across all of Salesforce
• Productive Conflict
• Steps up to challenge others respectfully when needed
• Self-Awareness
• Adjusts personal style based on how it impacts others
• Teamwork
• Asks questions and input from others to develop
• Compassion
WIN AS A TEAM the best solutions and ideas
• Works to understand others’ unique perspectives
great individual model | 5 characteristics that make good individuals GREAT 6

great individual
contributor characteristics

CHARACTERISTIC KEY TRAITS BEHAVIORS

• Development • Invests in own development and looks for opportunities

to develop and coach others
• Ownership
• Takes accountability of a project regardless of the outcome
• Gratitude
• Displays gratitude and appreciation towards others
• Growth Mindset
for their help
• Authenticity
• Approaches obstacles as an opportunity to develop and learn
• Emotional Intelligence
MOTIVATE & • Shows consistency between words and actions
CHAMPION • Inspiration
• Able to understand the emotions, needs,
and concerns of other people
• Brings fresh, creative ideas to the table

• Impact • Tailors message and style to the audience while remaining

authentic, consistent, and transparent
• Boldness
• Shows courage to tell people the truth,
• Vulnerability
even when it’s uncomfortable
• Humility
• Seeks help from others without ego in the way
• Candid Conversations
COURAGEOUS • Strikes a balance between confidence and humility.
• Listening
COMMUNICATOR • Comfortable giving and receiving constructive feedback,
and having difficult conversations
• Paraphrases colleagues input to check for understanding

KEY TRAITS BEHAVIORS

• Trust • Integrity - lives it in a way that’s true for you

• Customer Success • Focusses on customer success to drive mutual growth
• Innovation • Alignment - Reflects the values in your decisions
• Equality • Accountability - Advocates value driven behaviors

VALUES

SECTION REFLECTION
Before moving onto the next section in this guide, ask yourself:

Was I surprised to see any of these characteristics in the top 5? Why?

Are there additional key traits I associate with each characteristic? Why?

Which characteristic do you feel is your top strength? Your area for improvement?
great individual model | 5 characteristics that make good individuals GREAT 7

individual contributor
self-assessment

You probably have a good sense of what you’re good at and where you have opportunity to
improve. Now, it’s time to take it one step further with a self-assessment exercise. Check the
box that best describes how effective you are (today) related to each statement. As shown
in the model, the first behavior in each characteristic reflects a behavior expected of all
employees across levels. Take your time. Be honest. Then tally your scores.

CHARACTERISTIC #1: SALESFORCE SMART

5 = Very Effective; 4 = Effective; 3 = Somewhat Effective; 2 = Ineffective; 1 = Very Ineffective

5 4 3 2 1

Knows the business, customer, and industry inside and out

Develops creative approaches that drive results

Makes decisions that take into account the whole picture of Salesforce and broader industry

Produces high-quality work even with incomplete information

Embraces and adapts to change

TOTAL 5 =

CHARACTERISTIC #2: GET IT DONE

5 = Very Effective; 4 = Effective; 3 = Somewhat Effective; 2 = Ineffective; 1 = Very Ineffective

5 4 3 2 1

Drives results even under tough circumstances

Aligns V2MOM with the direction of the department and team while
adding original content and personalization

Actively seeks out ways to improve how work gets done

Takes on tough challenges and is persistent despite obstacles

Tries new things, isn‘t afraid to fail, and moves forward

Finds creative solutions to roadblocks

TOTAL 6 =
great individual model | 5 characteristics that make good individuals GREAT 8

individual contributor
self-assessment

CHARACTERISTIC #3: WIN AS A TEAM

5 = Very Effective; 4 = Effective; 3 = Somewhat Effective; 2 = Ineffective; 1 = Very Ineffective

5 4 3 2 1

Puts the collective good of the company first

Builds and leverages strong working relationships across all of Salesforce

Steps up to challenge others respectfully when needed

Adjusts personal style based on how it impacts others

Asks questions and input from others to develop the best solutions and ideas

Works to understand others’ unique perspectives

TOTAL 6 =

CHARACTERISTIC #4: MOTIVATE & CHAMPION

5 = Very Effective; 4 = Effective; 3 = Somewhat Effective; 2 = Ineffective; 1 = Very Ineffective

5 4 3 2 1

Invests in own development and looks for opportunities to develop and coach others

Takes accountability of a project regardless of the outcome

Displays gratitude and appreciation towards others for their help

Approaches obstacles as an opportunity to develop and learn

Shows consistency between words and actions

Able to understand the emotions, needs, and concerns of other people

Brings fresh, creative ideas to the table

TOTAL 7 =
great individual model | 5 characteristics that make good individuals GREAT 9

individual contributor
self-assessment

CHARACTERISTIC #5: COURAGEOUS COMMUNICATOR

5 = Very Effective; 4 = Effective; 3 = Somewhat Effective; 2 = Ineffective; 1 = Very Ineffective

5 4 3 2 1

Tailors message and style to the audience, uses storytelling to deliver

effective presentations and messages

Shows courage to tell people the truth, even when it‘s uncomfortable

Seeks help from others without ego in the way

Strikes a balance between confidence and humility

Comfortable giving and receiving constructive feedback, and having difficult conversations

Paraphrases colleagues input to check for understanding

TOTAL 6 =

SECTION REFLECTION
Before moving onto the next section in this guide, ask yourself:

Which three statements caused you to stop and think the hardest?

Which characteristic had the highest score? The lowest?

Did any of your scores surprise you? Why?

Who can I share my assessment with to get an additional perspective?

great individual model | 5 characteristics that make good individuals GREAT 10

development ideas

Now that you have a better sense of what behaviors make individual contributors successful at
Salesforce, and how you’re measuring up in each category, it’s time to get to work. This section
provides actionable development ideas that will help you build, practice, and internalize these
traits you need to be a great individual contributor.

CHARACTERISTIC #1: SALESFORCE SMART

Key Traits Development Ideas

• Knowledge Do:
• Innovation • Job shadow people in departments you’re interested in learning more about.
• Integration • Offer your expertise to solve a specific business problem, in or outside your function.
• Managing Ambiguity • Create a book club in your organization about business or technical topics.
• Change Management • Talk to external peers in other industries/professions to gain perspective.
• Review org charts to see how different departments are organized.

Read:
• Read key business literature to stay on top of trends and developments
(ask your peers what they read).
• Ask a colleague to provide input or feedback on your work to gain a different perspective.
• Get involved in an initiative that is changing a process or approach to learn about
how to best manage change.
• Read blogs related to your industry to stay on top of new trends. Follow competitors
on LinkedIn, Twitter, or other forums to continue to stay on top of trends in the industry.
• Discover Peter Drucker’s take on management with this MBA-focused curriculum
created in partnership with the Drucker School of Management.

Attend:
• Attend external conferences or do research to understand the broader industry.
Apply this information to a decision you are responsible for making.
great individual model | 5 characteristics that make good individuals GREAT 11

development ideas

CHARACTERISTIC #2: GET IT DONE

Key Traits Development Ideas

• Drive Results Do:

• V2MOM • Use a time management system.
• Process Improvement • Seek input on your working drafts (proposals, presentations, etc.) from a peer or mentor.
• Resilience • If you aren’t sure about the reason for a given task, ask your manager.
• Calculated Risk Taking • Lend a hand on a team task, whether or not it’s your responsibility.
• Resourcefulness • Clarify priorities with your manager any time you aren’t certain.
• When you catch yourself shooting an idea down or “going by the book”,
consider if that is a habitual response that may not serve every situation.
• Initiate a project to improve a process.
• Ask your manager to give you a task you’ve never done before or to work
on something that would be a new challenge for you.

Read:
• Crucial Accountability
• Getting Things Done: The Art of Stress-Free Productivity
• 7 Habits of Highly Effective People

CHARACTERISTIC #3: WIN AS A TEAM

Key Traits Development Ideas

• Salesforce First Do:

• Collaboration • Meet with peers or managers in other departments or functions
• Productive Conflict you impact (or are impacted by) to increase work effectiveness.
• Self-Awareness • Ask your manager and peers for networking suggestions.
• Teamwork • Seek feedback from peers and clients about what you could do better.
• Compassion • Take others across the organization out to lunch to build your network
and create new business relationships.

Training/Assessments:
• Take an assessment (like MBTI, DISC, or SCARF) to understand your work style.
Share your insights with your team and peers, and consider where you may
need to make adjustments to meet another’s style.
•H
 it the trail to reflect on the value of diversity and inclusion at work
and what you can do to promote equality.
great individual model | 5 characteristics that make good individuals GREAT 12

development ideas

CHARACTERISTIC #4: MOTIVATE & CHAMPION

Key Traits Development Ideas

• Development Do:
• Ownership • Acknowledge a peer’s great work and say thanks.
• Gratitude • Get involved in a mentoring relationship.
• Growth Mindset • Volunteer to organize a team event to celebrate success on a project.
• Authenticity • Ask your manager for opportunities to lead projects, initiatives or events,
• Emotional Intelligence regardless of high profile the project may be.
• Inspiration • Schedule informal 1:1s with your peers to get to know them on a more personal level.
Meet with no agenda and chat about life, work or anything else that is top of mind.
• Ask your manager to schedule quarterly career-focused conversations.

Training:
• Take advantage of Trailhead resources and other internal training
and online resources to develop yourself.

Read:
• Carol Dweck’s Mindset: The New Psychology of Success, which shows how success
in school, work, sports, the arts, and almost every area of human endeavour can
be dramatically influenced by how we think about our talents and abilities.

CHARACTERISTIC #5: COURAGEOUS COMMUNICATOR

Key Traits Development Ideas

• Impact Do:
• Boldness • Seek coaching on your presentations from a peer who is skilled at it.
• Vulnerability • Ask for and give feedback. Try using the SBI (situation/behavior/impact) model.
• Humility • The next time you make a mistake, share what happened and what
• Candid Conversations you learned with your team.
• Listening
Read:
• Vital Smart’s: Crucial Conversations: Tools for talking when stakes are high
great individual model | 5 characteristics that make good individuals GREAT 13

development ideas

SALESFORCE VALUES

Key Traits Development Ideas

• Trust Do:
• Customer Success • Devote 5 minutes in each one-on-one meeting with your manager
• Innovation to give and receive feedback.
• Equality • Read articles and/or attend training on workplace equality and/or unconscious bias.
• Read articles and/or attend trainings on design thinking, creativity and/or innovation.
• Complete an individual and/or team styles or psychometric assessment.
• Make it a priority to volunteer. Try scheduling a team volunteering event.
• Attend, and encourage others to participate, in a wellness or mindfulness course.
• Organize a team outing or other way to bring fun into the culture. Think outside
the box (beyond Happy Hours) to volunteering, outdoor activities, a potluck, etc.

Read:
• Articles and/or attend trainings on how to build trust and communicate transparently.
• Thanks for the Feedback by Douglas Stone and Sheila Heen

Training:
• Complete Trailhead modules to learn more about our product as well as how
to give feedback and avoid unconscious bias.

SECTION REFLECTION
Before moving onto the next section in this guide, ask yourself:

How many of these development ideas have you already completed?

How many are you planning to complete?

Are you willing to carve out the time and effort required to put these ideas into action?

Pick two to three new development ideas to focus on first—including at least one
from your weakest characteristic (according to your self-assessment).

Think about what would be the easiest first step and start there.
great Individual model | 5 characteristics that make good individuals GREAT 14

Ready to take action? we can help.

Overwhelmed by the work you need to do? Not sure where to begin? Or perhaps you feel
pretty good about how you stack up to the GREAT Individual Contributor Model, but you want
to polish up a few specific skills? Read below to determine how to continue your journey.

How to Continue the Journey

• Talk to your manager about investing in your development, whether that is through
internal training opportunities or a stretch assignment.

• Ask about resources you can tap into to further develop your capabilities, like a mentoring
relationship or any function-specific development resources.

• Do a job shadow to learn more about other positions within your company that you
are interested in, or to share your knowledge with others.

still have questions?

Contact TalentDev@salesforce.com