Five takeaways from Marc Benioffs’ Behind the Cloud: The Untold Story of How Salesforce.com Went from Idea to Billion-Dollar Company — and Revolutionized an Industry, as embodied by the following excerpts…
1. Always know “what’s my message”:
“Position yourself either as the leader or against the leader in your industry… [you] must always explain why you are different and incorporate a clear call to action.”
#Value proposition #Elevator speech
2. Use every employee as a marketing representative:
Saleforce’s PR firm gave every $CRM employee a cheat sheet/pocket card about CRM so they could all deliver the company’s message to the world.
As the company grew, CRM also held training sessions to educate employees about marketing the firm.
3. Foster & host public forums:
Conversations about your product “are happening 24/7 in the blogosphere and on social networking sites. Instead of fearing these conversations, companies must cater to them and leverage them by providing a forum for customers to meet.”
Benioff was talking about live events, but this applies just as well to virtual.
4. Targeting small businesses:
Segmenting CRM’s sales channels led to the revelation that very small businesses (< 30 employees) were an optimal and profitable market for CRM: “very progressive and in support of new technology.”
5. “Take hiring as serious as revenue”:
Treat job candidates the same way you treat sales prospects by pitching your company to them.
#HR #People #Personnel #Staffing #Recruiting