Behind the Cloud: the untold story of how salesforce.com went from idea to billion-dollar company—and revolutionized an industry > The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picture

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Behind the Cloud: the untold story of how salesforce.com went from idea to billion-dollar company—and revolutionized an industry

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Dedication

Foreword

Introduction

Pt. 1. The Start-Up Playbook: How to Turn a Simple Idea into a High-Growth Company

Pt. 2. The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picture

Play #15: Position Yourself

Play #16: Party with a Purpose

Play #17: Create a Persona

Play #18: Differentiate, Differentiate, Differentiate

Play #19: Make Every Employee a Key Player on the Marketing Team, and Ensure Everyone Is On Message

Play #20: Always, Always Go After Goliath

Play #21: Tactics Dictate Strategy

Play #22: Engage the Market Leader

Play #23: Reporters Are Writers; Tell Them a Story

Play #24: Cultivate Relationships with Select Journalists

Play #25: Make Your Own Metaphors

Play #26: No Sacred Cows

Pt. 3. The Events Playbook: How to Use Events to Build Buzz and Drive Business

Pt. 4. The Sales Playbook: How to Energize Your Customers into a Million-Member Sales Team

Pt. 5. The Technology Playbook: How to Develop Products Users Love

Pt. 6. The Corporate Philanthropy Playbook: How to Make Your Company About More Than Just the Bottom Line

Pt. 7. The Global Playbook: How to Launch Your Product and Introduce Your Model to New Markets

Pt. 8. The Finance Playbook: How to Raise Capital, Create a Return, and Never Sell Your Soul

Pt. 9. The Leadership Playbook: How to Create Alignment—the Key to Organizational Success

Part 2. The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picture

Play #15: Position Yourself

Play #16: Party with a Purpose

Play #17: Create a Persona

Play #18: Differentiate, Differentiate, Differentiate

Play #19: Make Every Employee a Key Player on the Marketing Team, and Ensure Everyone Is On Message

Play #20: Always, Always Go After Goliath

Play #21: Tactics Dictate Strategy

Play #22: Engage the Market Leader

Play #23: Reporters Are Writers; Tell Them a Story

Play #24: Cultivate Relationships with Select Journalists

Play #25: Make Your Own Metaphors

Play #26: No Sacred Cows

Download Safari Books Online apps: Apple iOS | Android

This Book

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Contents

Part 2. The Marketing Playbook: How to Cut Through the Noise and Pitch the B...

Part 2. The Marketing Playbook: How to Cut Through the Noise and Pitch the Bigger Picture