Relationships with the media are really important. The media has a more important voice today than it has ever had. We don't advertise. We only have one marketing vehicle, which is editorial, and our ability to get our message out and communicate it effectively.
Source: On the Record: Marc Benioff: http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2006/10/08/BUG2QLICVV1.DTL
Contributed by: ~C4Chaos