On the TechTO stage ×1
First seen on a TechTO stage in 2016. Every TechTO talk is searchable — ask the archive about Paul ↗
In their words
Advertising's sole purpose is to evoke emotion in people and connect them to the brand.
The deal took all that time, so many meetings, and it was a fantastic deal. Still to this day, Salesforce uses Eloqua internally.
You probably know the stat that CMOs' average tenure was about 22, 23 months. Now it's at 44, because of their laser focus on helping grow businesses.
Quick answers
How long did Paul Teshima spend selling to marketers?
Almost 14 years, by his own count at the top of his 2016 talk, most of it at marketing-automation company Eloqua, whose customers included Salesforce.
What does he say advertising is actually for?
Citing Brian Fetherstonhaugh, then chairman and CEO of one of the world's largest agencies (5,000 people, 100 offices) and an Eloqua advisor for several years, he said advertising's sole purpose is to evoke emotion and connect a person to the brand.
What is the lesson of the Eloqua-Salesforce deal?
It was a three-year process: rep Jill Rowley sent the first email from a BlackBerry and worked through many meetings before closing. His takeaway was that marketers want the same power sales has historically had, so uncover the pain point they are feeling and figure it out together.