How Salesforce.com increased event ROI 10 times and what you can take away from it

On a recent flight home, I read a book telling the story of Salesforce.com, “Behind the Cloud”, written by Salesforce.com founder Marc Benioff. As many know, Salesforce.com is one of the world’s most successful companies. Here in Silicon Valley, Salesforce.com is known as a marketing and sales juggernaut because of its innovative marketing execution and well-honed sales culture. Among the many interesting stories the book shares about how the company grew from an idea to a multi-billion-dollar company, the stories I found most compelling were the ones about the importance of events to the company’ »