Welcome!

Ken Rutsky

Subscribe to Ken Rutsky: eMailAlertsEmail Alerts
Get Ken Rutsky via: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn


Top Stories by Ken Rutsky

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 and tactical decisions. What Is Mindset? To understand Mindset, I use my OPFTM Mindset Framework: In the OPF framework, Mindset is made up of three components: Orientation, Perspective, Focus. Orientation: My relationship and adjustment to the environment that I am in Perspective: My way of r... (more)

Five Reasons We Overvalue Value in Cloud Sales and Marketing

Value Propositions and elevator pitches live in the rarefied air of marketing speak.  They are almost seen as mystical accomplishments reachable by only the anointed among us.  "But what's the elevator pitch" we hear time and time again....Give me the 30 second attention grabber, etc, etc. While I agree that Value matters, and actually matters a lot,  I think as sales and marketing professionals, we've worshiped at this alter for so long, we've lost sight of the end goal.  We've become Value snobs.  Here's are my top 5 reason's why we overvalue Value: We are Product Narcissists... W... (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)

How to Build Cloud Brand and Demand

Walk into just about any Cloud marketing team today, and you will see a very large focus on marketing automation. This is the tip of the iceberg that has been building since the dawn of Google and Direct email, or for about a decade. Let's call that time AG for After Google. That AG iceberg is the maniacal focus on demand over brand, on lead generation over messaging, on revenue over valuation. This focus makes a lot of sense, especially in a crowded and newly developing market, marketing MUST drive revenue, because revenue drive valuation, growth and access to capital, and feed... (more)