The Marketing Secrets of Marc Benioff

Marc Benioff, CEO of Salesforce.com, is a brilliant marketing exec. In this short, punchy interview in Forbes, he shares his secrets, which I found interesting. A sampling:

  • Always pitch the bigger picture. Salesforce.com was about "the end of software," not customer relationship management software or software as a service.
  • Before you start talking to the media, get ahold of your metaphor. This isn’t a sound bite. It is a metaphor that is easy to understand. Salesforce.com’s AppExchange is the eBay of enterprise software; AppStore is the iTunes. Early on, Salesforce.com was Amazon.com meets Siebel Systems.
  • But back then [the 90’s], if you didn’t throw a party, you were a no one. It was not a strategy. It is, though, an example of how tactics do dictate strategy. A successful tactic executed a number of different ways becomes a great strategy.
  • For our big event, Dreamforce, I’ll get my messaging together over several months. I do dry runs in front of eight to 10 customers. I don’t just get on stage and start shooting. I’ve edited my ideas again and again.
  • We realized that companies had gone entirely digital with media kits. So we decided to do the opposite. We started mailing our press kits and throwing in a bonus. The football, the potato head. Everyone loves chocolate, so we mailed out chocolate–and the good stuff, not junk. People open our press kits for free chocolate.

One Response to The Marketing Secrets of Marc Benioff

  1. Thilak says:

    This article is very nice the business people get lot of chance through the strategy. If you are interesting visit the site marketing strategy

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