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« Leadership Focus -- Results versus Activities | Main | The Importance of a Corporate Story »

April 22, 2006

Military lessons for Marketers

by Sridhar Ramanathan

Sword.jpgWayne Pollard has an excellent article published in CMO Magazine entitled Hannibal, CMO. It is both an entertaining and insightful paper. Military history has much to offer marketers by way of examples of competitive strategy and leadership. His paper reminded me of the Battle of Lexington and Concord in which the American militia shot from behind trees and walls breaking the rank and file line approach of the British. Ultimately, Lord Percy commanded the British to retreat which built confidence for the fledging American militia to win other battles. And this story is not unlike the B2B battleground of CRM players. Upstart, Salesforce.com grew from nothing to $400M in five years by attacking behemoths, PeopleSoft and Siebel, by similar "tree shooting." Rather than head-to-head offense, they flanked by penetrating the sales organization. Their icon is a " no software" sign.

Posted April 22, 2006 |
Posted to Marketing Management

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