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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)

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)

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)

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)

Finding Your Cloud Go-to-Market Viewpoint - Follow the Cash Cow!

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 t... (more)