Ken Rutsky

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Top Stories by Ken Rutsky

Established and new ISVs, telcos, hosters and other tech providers are launching SaaS services at an ever-increasing pace, and that's great. However, many of these initiatives fail to attract leads and customers in the volume expected, resulting in management, market and shareholder disappointment. Why is this? While organizations spend a LOT of time understanding the technical transformation required to build a SaaS service, they fail to understand that this is just the anchor of the transitional bridging they must do. In order to gain share and revenues they must deal with the remaining pieces of the bridge-to-service success, which are mindset, organizational structure and go-to-market tactics. Let's take a look at a basic blueprint for bridging to commercial SaaS success: Mindset - Product to Service (P-2-S): Services require a mindset of continuous relationsh... (more)

Getting Your Head Around the SaaS Mindset

For SaaS Success, Mindset Matters Most For organizations that are launching, building or in the market with SaaS offerings, success varies widely. Many of these organizations and the people in them have roots in the software, appliance or hardware product businesses. To succeed as a SaaS provider, you have to build a great service, that's a given. But equally important, but you must transition from a product to a service mindset. If you have a product mindset in a service business, you will be blind to many of the issues that matter, and risk making poor organizational, strategic ... (more)

It's Not Just the Cloud - The Re-invention of Everything

Look around and be amazed, everything is being re-invented.  From the tablet computer to the thermostat, from cars to enterprise software, from incubators to light-bulbs.  We are living in an amazing time.  Opportunities abound to capitalize on the biggest industrial change since electricity. While those of us in Cloud and IT tend to focus on a few ideas like Cloud and Big Data,   we are at the the convergence of 6 megatrends, some new, some old, that when taken together create this incredible rush of innovation and opportunity.  The megatrends are: Microelectronics - Moore's Law ... (more)

Why Experience Will Be Key to 2012 Cloud Sales and Marketing

When I was a wet behind the ears sales rep in the Rolling Meadow's Illinois branch office in 1986 (yes, they had computers back then :)), I remember the big sign that hung on the wall: Calls + Demos = Sales Our office sold everything from PCs to copiers (yes, IBM sold copiers) to mini computers (S34, 36, 38, and later AS/400 and RS6000s) and the biggest S360 Mainframes. Though the sign belonged to the "Office Machines", i.e., Copiers, team, I quickly learned in my territory of small manufacturers and distributors, the key to selling the minicomputer lay in not just having the r... (more)

High Impact Cloud Marketing - A Formula for Success

Most CEOs I talk to have a jaded, if not skeptical view of marketing. While they recognize the importance of marketing to their long term success, they have a hard time understanding and measuring how well marketing is doing. And while more mature organizations have a good handle on very well tuned marketing metrics and measurement, the question is still always out there. With the advance in marketing automation, new channels of communication, and the avalanche of marketing data now available, marketing has evolved, in many CEOs view, from a black art, to a black science. Hidden... (more)