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Ken Rutsky

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Top Stories by Ken Rutsky

Why have I spent the last months writing about Breakthrough marketing?  Isn't there enough written about content marketing and marketing automation?  Can we really transform Enterprise go to market and sales?  Are we just talking about features and benefits?  Well my answers are yes but, yes for sure and no we are not! Figure 1: The Three Stages of Breakthrough Marketing Today's buyer is information overloaded, bandwidth constrained and fiercely independent.  A recent survey by the Corporate Executive Board reported that 57% of the new B2B sales cycle is DONE before the buyer's first formal contact to the selected vendor.  Understanding that simple fact requires a radical rethink of go to market strategies and tactics across sales and marketing.  Those who react, can see dramatic increases in Marketing ROI and significant compression of sales pipelines.  This can d... (more)

Salesforce.com and Three Other Companies Getting Viewpoint Right

When I talk about Viewpoint, the first question I usually get is, "well, who does this well?" The godfather of Viewpoint in the new era of cloud computing is clearly Salesforce.com.  As I have written here,  SalesForce.com's "The End of Software" created a unique and compelling Viewpoint that aligned with the aspiration and frustrations of their target customers who needed faster and easier visibility into the sales pipeline and performance.  As they and the market have matured, they have adeptly shifted to "The Social Enterprise," seeking to capitalize on the technology, enviro... (more)

Organizing for SaaS Success: Surround the Customer

For ISVs and others attempting to offer SaaS services to the market, organizational structure and approach represents one of the largest hurdles to success. In order to achieve success as a service provider, organizations must change my organizational approach from linear to circular, surrounding the customer throughout the service relationship lifecycle, reducing barriers to adoption, and ensuring long-term customer retention. Today's typical ISV organization and its interaction with customers are linear with sporadic customer contact. Product managers may gather requirements f... (more)

Are You Experienced? - Transforming SaaS Go to Market

Many ISVs are making dramatic shifts to become SaaS providers. This requires a shift in mindset from product to service and in organization from linear to circular. Once these shifts are under way, in order to succeed and stand out, ISVs we must now bridge their go-to-market strategy, objectives and tactics from Evaluation to Experience. Today's customer has little patience for white papers, datasheets, detailed feature function product specs and the like. They may attend a webinar, but the next step is experience. Even for large organizations with complex buying behavior, the e... (more)

Poking Through the Clouds

About five years ago, I had the pleasure of sitting through sales training with John Costigan. I remember John's opening as he said something like, "How are you?" and got the typical quiet reaction. John went on to say something like, "when I am asked, I say "OUTSTANDING" and you should too. Because to STAND OUT, you MUST BE OUTSTANDING." Fast forward to last week, when I was having a discussion on positioning with a very successful entrepreneur turned VC. He said, "The only way to win in today's markets is to STAND OUT, create something new." Immediately I thought of John and s... (more)