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Salesforce.com Secrets of Success: Best Practices for Growth and Profitability, Second Edition by David Taber

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Chapter 10. Best Practices in Marketing

Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.

—John Wannamaker

This chapter is for every member of the marketing team, because every part of the Salesforce.com system holds data and tools that can make your job easier. No matter what your role in marketing, you need to skim every part of this chapter. Zero in on the things related to your job, but read up on what the boss will be looking at as well!

For most companies, the marketing department is usually the first or second organization to adopt and effectively use SFDC. But the marketing team almost always makes mistakes in how they set up and use SFDC because they haven’t really looked deeply enough at their ...

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