Dominic here.
The Waseda Marketing Forum is a monthly event for graduate students and industry professionals organized by Professor Kenneth Grossberg of the Waseda Business School, The latest forum, held on April 23rd, featured Charles Nikiel, VP Japan Marketing for salesforce.com, a cloud computing and on-demand customer relationship management (CRM) company. The presentation was entitled "marketing disruptive information", and highlighted the marketing strategy salesforce.com used to become a billion dollar company in 10 years.
Mr. Nikiel stated that salesforce.com's astonishing rise has come from its ability to deliver a comprehensive, scalable and web-based IT infrastructure to businesses. He argued that the current IT industry is a hairball of inefficient and complicated pieces, including software ($327 billion industry), hardware ($562 billion), and services ($587 billion).
Salesforce.com takes all the IT requirements of a company into the cloud, accessible from any location with an internet connection and a web browser. With transparent security and easy accessibility, salesforce.com allows companies to do what they do best: innovate and deliver fantastic products.
Charles Nikiels Marketing Plays
1. Create a story for the audience; use a protagonist (cloud computing) an antagonist (software) and have a plot that reads like a traditional comic book.
2. Talk about the big picture: Although Google is in the search business, its mission is to organize the information of the world. Though salesforce.com is in the CRM industry, it declares the end of software.
3. Use metaphors: "Software is like a well, where you had to go to your own backyard and work for your water. Cloud computing is like your faucet; water is delivered to you from a centralized system and is easy to access."
4. Make the event big. Think Macworld. Salesforce.com recently held an event for 9000 developers and customers.
5. Differentiate your brand.
6. Challenge the leader: When you're on the bottom, talk only about the number one competitor. When you're number one don't talk about anyone else other than yourself.
7. Let tactics dictate strategy
8. Find a mixed marketing strategy that works. Keep trying until you find a strategy that works.
9. Make every employee a key player: be sure that they understand the overall objectives of the company, and allow them to see the big picture.
10. Always be relevant.
Attended by: Dominic and Guillaume
The Waseda Marketing Forum is a monthly event for graduate students and industry professionals organized by Professor Kenneth Grossberg of the Waseda Business School, The latest forum, held on April 23rd, featured Charles Nikiel, VP Japan Marketing for salesforce.com, a cloud computing and on-demand customer relationship management (CRM) company. The presentation was entitled "marketing disruptive information", and highlighted the marketing strategy salesforce.com used to become a billion dollar company in 10 years.
Mr. Nikiel stated that salesforce.com's astonishing rise has come from its ability to deliver a comprehensive, scalable and web-based IT infrastructure to businesses. He argued that the current IT industry is a hairball of inefficient and complicated pieces, including software ($327 billion industry), hardware ($562 billion), and services ($587 billion).
Salesforce.com takes all the IT requirements of a company into the cloud, accessible from any location with an internet connection and a web browser. With transparent security and easy accessibility, salesforce.com allows companies to do what they do best: innovate and deliver fantastic products.
Charles Nikiels Marketing Plays
1. Create a story for the audience; use a protagonist (cloud computing) an antagonist (software) and have a plot that reads like a traditional comic book.
2. Talk about the big picture: Although Google is in the search business, its mission is to organize the information of the world. Though salesforce.com is in the CRM industry, it declares the end of software.
3. Use metaphors: "Software is like a well, where you had to go to your own backyard and work for your water. Cloud computing is like your faucet; water is delivered to you from a centralized system and is easy to access."
4. Make the event big. Think Macworld. Salesforce.com recently held an event for 9000 developers and customers.
5. Differentiate your brand.
6. Challenge the leader: When you're on the bottom, talk only about the number one competitor. When you're number one don't talk about anyone else other than yourself.
7. Let tactics dictate strategy
8. Find a mixed marketing strategy that works. Keep trying until you find a strategy that works.
9. Make every employee a key player: be sure that they understand the overall objectives of the company, and allow them to see the big picture.
10. Always be relevant.
Attended by: Dominic and Guillaume
Damn, should have hit that.