If that is already sunk money and they paid it to him before the layoffs than the article is off base.
But why is he at $10M not replaceable by some other celebrity who might do the work for 10x or 100x less? He has no special credibility around anything to do with Salesforce, CRM, or anything in tech.
It's more likely Benioff has a man crush on him and like the fact he gets to hang out with a famous movie star and pretend he's friends with him or something and can conveniently ignore that he's kind of buying a famous friend for $10M.
A really well executed ad campaign with a less famous, less expensive star might be far more effective.
Kim Kardashian brings in more "real value" to a clothing company than any one seamstress.
Welcome to marketing.
This kind of makes Kim K a safer play than a bad seamstress. As unless you go full Kanye a spokesmodel isn't going to tank a company.
So I guess, like you say, there is a quality control process regardless.
I think the larger issues are probably the decisions of the pre-seamstress process employees. Bad choices in materials or cost-savings measures can turn off customers.
The labor theory of value[1] is still a very popular belief. Even though it doesn't work very well if you poke it at all.
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I'm going to assume no one here thinks this decision is so foolish that it will single handedly bring about the fall of Salesforce.
As soon as you stray into the land of "we should make this decision on Salesforce's behalf", you're straying into a "known-unknown", and acting as if it's obvious what the correct decision is is always the downfall of those who seek to plan society according to their morality.
If you said "I accept that I don't know if this was a good move for generating profit or not, but I still don't think it should be allowed", I might be more inclined to entertain the idea!
I have no insider knowledge of the inner working of salesforce but I can reasonably surmise that they aren’t paying him to literally sit around.
People aren’t arguing against the merit of advertising. The argument is against the specific case of a massive, already well-recognized and widely-integrated SaaS company paying a specific actor 10 million, while doing layoffs, and the benefit that actor brings versus those laid off.
If Salesforce just started, maybe the name recognition would make sense. My personal belief is that the company is too big already for it to matter. I also don’t think middle-aged CEO’s understand marketing as well as they think: every A-list celebrity advertising campaign I can think of has, from the outside looking in, appeared to go poorly (eg Coinbase).
Without knowing what any of them did, it’s obvious that none of them, nor in aggregate, brought any near the value to Salesforce as did one aging celebrity.
Anecdotally, I’ve never seen anything associating the actor with Salesforce in any capacity. Even those I know at the company didn’t know he advertised for them. (But capitalism!)
And before the inevitable replies: no, I'm not advocating for communism. I'm advocating for non-capitalist variants on market economies.
I'm struggling to think of a good example of a current non-capitalist market economy. Do you have one in mind? Or are you advocating for something not yet successfully created?