The marketing pros will tell you that there's a right way to pitch and many wrong ways.  That may be.  But when you are on the front line, things change.  Mike Tyson says everyone has a plan until they get punched in the mouth.  That applies to pitching, as well.  That doesn't mean you shouldn't plan, of course.  But you'll have to be flexible when it comes time to deliver, and it helps to know your audience.  Still, views on what precisely makes for a good pitch vary.  If there is consensus at all, it's this:  if your pitch was successful, than you've probably done something right.