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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 17, 2017

How to Win In the Big Leagues

How to Win In the Big Leagues

I know Eric Citron from TED—we sat next to each other at that conference for the past two years. So imagine my surprise to see his name in lights with a big win in this Ad Age article.

How did Eric overcome multiple competitors, all of whom play in the big leagues? Key quote from the SalesForce CMO Simon Mulcahy:

“A lot of times the agencies were coming to us with stuff which was about celebrating ‘us’ rather than celebrating our customers. This trailblazer campaign is not about celebrating Salesforce. It’s a complete celebration of our customers, 100%.”

Two lessons for all of us in competitive markets:

• Think past your best buyers. Who are their customers? And how will your work help them? Sometimes the best communities are those who love your clients.


Listen: The hidden trap to avoid in celebrating your clients


• Pay attention to labels. Trailblazer is much more aspirational than client success stories. Appeal to the ambitions, and you’ll get more engagement. Ask yourself: What do these clients want to be?

When your competitors are as mighty as you, being “better” isn’t good enough. What really works: a new approach.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.