second half of 2003, a significant amount of pipeline closed. We ended the year with more than $1,000,000 in new bookings (at least $3,000,000 in lifetime value), which cost less than $150,000 to generate (about 1.5 fully-loaded salaries). No wonder that in early 2004 the Salesforce.com management team decided to grow the Cold Calling 2.0 effort from two people to twelve! A key advantage we had was the Salesforce.com application itself. We would never have produced the same level of results without using Salesforce.com’s software. The traditional sales systems (such as ACT, Goldmine, Siebel) would have held us back as slow, unintuitive and lacking the capabilities we needed around things like easy sharing of a common database, reporting and dashboards. They could have worked for a small team of one or two people, but they wouldn’t have been able to keep up with our team’s growth as we grew to six, twelve, twenty, etc. Despite some serious obstacles, which are detailed below, results quickly followed!