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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)

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)

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)

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)