(I left Salesforce in 2015, and all the information shared here is publicly-available information from former Dreamforce keynotes and presentations from other former Salesforce leaders. With Dreamforce this week, I thought it only fitting to write a follow-up to Andy’s posts showcasing the same five elements of a brilliant product marketing and sales narrative from Salesforce. The narratives built in these positioning discussions became the basis for the Dreamforce keynote, which would eventually trickle down to every sales rep and sales deck across the company.Īnd Salesforce is the king of narratives and keynote presentations - from The Social Enterprise and the Salesforce1 Platform to the Customer Success Platform and their current “Blaze Your Trail” messaging. I stayed with Salesforce through the acquisition and spent my last year at Salesforce working on their corporate marketing team focused on “cross-cloud” product marketing and positioning.ĭuring that time, I got to see some of the magic behind Salesforce’s industry-leading product marketing and messaging. I began my career in Content Marketing at ExactTarget, the leading digital marketing platform, which was purchased by Salesforce for $2.7B in 2013. The 5 Elements of Salesforce’s Strategic Narrative Because of this, I wanted to follow Andy’s structure and dig into Salesforce’s “strategic narrative” in their famously effective sales pitch. After reading his latest post on Drift, I decided it was time to dust off this draft and finish it.Īfter reading both of Andy’s articles, I couldn’t help but see the similarities to how Salesforce has structured their sales decks and keynote presentations for the last 10+ years as well - I would argue it heavily influenced both Zuora and Drift’s approach considering Zuora’s CEO Tien Zuo was the 11th employee at Salesforce and their first CMO.
After reading Andy’s article on Zuora last year, I started writing this article, but never ended up finishing it. Last month, he followed up that article with another post entitled, “ The Greatest Sales Pitch I’ve Seen All Year” where he broke down the Drift sales deck and pitch. Last September, Andy Raskin wrote an amazing post breaking down the Zuora sales deck as “ The Greatest Sales Deck I’ve Ever Seen”. It’s Salesforce and they are the godfather of strategic storytelling.
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