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Ken Rutsky

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Top Stories by Ken Rutsky

In my recent article on High Impact Cloud Marketing, I said: Viewpoint is a framing of the market in the context of your uniqueness.  The uniqueness of your team, your capabilities, and your vision.  Some call viewpoint thought leadership, some vision with a capital V, and some brand. and I called on providers to set a unique and compelling viewpoint to create breakthrough for their marketing efforts. While there are many frameworks and techniques to capturing Viewpoint, however defined, one of the simplest and most effective way I have, and one the first I usually pull out of my toolset, is to simple create an X and Y set of axis and coordinate labels for the market.  A simple 2x2 matrix which will then set your view firmly in one corner of the world, the best one! There's a running joke in MBA circles that no presentation is complete without a 2x2 matrix.  This date... (more)

Viewpoint Sets the Stage at Cirque

Walking across the Santa Monica pier, my senses rose to an unusually high level. The misty cool evening woke me up after a dinner with great food, new friends and fine wine.   As we approached the lit up big top, I was immediately transported to the thrilling milieu of the circus. Thoughts of lions, tigers, tight rope walkers and clowns immediately flashed through my mind. It was at once familiar as well as seductive. Passing the ticket taker and entering the tent, the energy, anticipation and excitement was palpable.  And while the concession and souvenir stands were not much di... (more)

Mind the Gap - Three Gaps to High Velocity Pipeline and How to Cross Them

When I used to go to London often and ride the Underground, the constant refrain seen was "Mind The Gap".   Mind the Gap or you could suffer some unmentionable and clearly gruesome fate.   As Online software service providers of all flavors try to create high velocity sales and marketing businesses, they would do well to mind these three gaps: The "It's Not Your Time" gap The "It's Not My Job" gap The "Window Shopping" gap Let's take a quick look at each of these gaps and see how we can minimize the risk of a potential customer "falling through the cracks", which while not blood... (more)

Adopting a Cloud First Mindset

Much has been written here, and in many blogs, about Cloud Adoption. However, most of this has focused on the tangible and critical pieces like technical architecture and operational considerations. This can’t be minimized in the least. However, in my work with both vendors and end customers, I’ve identified what is another critical success factor across all organizations, and that is adopting a Cloud Mindset. And while mindset may seem “softer” than the other issues, if we don’t shift our mindset, we will continue to cling to ideas and assumptions that served us well in the past... (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)