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Ken Rutsky

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Top Stories by Ken Rutsky

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 from early or beta customers, but other than those few, the first real contact is from marketing. The customer is passed from marketing to sales. Sales implements an orchestrated sales process that, when successful, hands the customer to a services or implementation team. Once completed, the ... (more)

Glider Bikes to SaaS Success

Owen, my youngest, is a typical 3 1/2 year old boy, energetic, physical and fearless. He's been riding on a glider bike for the last year, and loves to blast down hills with his feet in the air, scaring the daylights out of his Dad. For those of you unfamiliar with glider bikes, it's basically a pedal-less two-wheeler that you propel like a scooter with your feet. I've been watching him scoot around on his glider wondering how he would do with pedals, would he need training wheels at all?? Would he be faster than his three older siblings at getting on a "real" two-wheeler? (They... (more)

The 4th C - How the Cloud Changes Everything in B2B Marketing

"The Cloud Changes Everything" is heard so often that it is a cliché. But then again, distributed energy production and transmission enabled our 20th century manufacturing revolution and the interstate highway systems changed our society. Those of us who practice B2B technology marketing are living in the most interesting time of our careers. Not only is social media changing our communications channels faster than our ability to manage them, but cloud economics and delivery is changing our products and our customers. In order to thrive and succeed in cloudy times, we must be dis... (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)

Don't Punt - Winning the Cloud Marketing Battle

Unless you are a hardcore (American) football fan, or happened to just catch the latest episode of HBO Real Sports,  you may have never heard of Coach Kevin Kelley of Pulaski Academy in Little Rock Arkansas. But if you are a football fan, I'd imagine you may hear about him soon even if you forget about this blog. You see, Kelley's teams haven't punted since 2006.  And in that time he has taken his small 350 kid school into the national top 100 rankings and to three state championships while winning well over 90% of his games... You can Google him and easily learn more...here's a... (more)