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)
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 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)
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)
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)