Imagine growing from $2B in revenue to $26B in revenue. Imagine scaling from 3,500 employees to 75,000 employees. This is the Plus 1... no scratch that... Plus Infinity, rocket ship stage of growth that our special guest, Sean Alpert, was part of during his eleven years at Salesforce. As the company expanded from three product lines to many, Sean and the product marketing team used messaging frameworks to tell a cohesive story and excite customers.

In this episode, Sean shares the valuable lessons from Salesforce that he’s now applying at Qualified about how to tell a billion dollar story. 

Key Lessons:

• An aspirational message paints a view of what the future is going to look like for your customers and motivates them to buy your product rather than enumerating every feature.
• Trendjacking ties your messaging to something that people are really paying attention to in order to harness the momentum of the trend.
• Messaging hierarchy starts with one key message at the top, and organizes messaging for individual apps to ladder up to the bigger message.

Sean Alpert is the SVP of Product Marketing for Qualified, the #1 Pipeline Generation Platform for Salesforce Customers. Previously, he worked at Salesforce for 11 years, where he did marketing for the Salesforce Platform, Einstein Analytics, Sales Cloud, and the Corporate Messaging team. Before Salesforce, he worked in marketing at Cisco Systems, Amazon.com, and Appian Corporation. He attended Dartmouth College for undergrad and got his MBA at Kellogg.