Ben Casnocha has a great post referring to marketing lessons from Mark Benioff. It's worth reading the entire Forbes article but I'm enclosing two points from Ben's post that I thought were particularly insightful....these are originally Mark Benioff thoughts.
- 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.