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Ken Rutsky

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Latest Articles from Ken Rutsky
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 fas...
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 cus...
Jim Barksdale is a pretty quotable guy, work for him for a few years like I did at Netscape and you leave with a small library of "Barksdalisms" that just stick with you. One of Jim's sayings was, "It ain't dogfood unless the dog comes off the porch to eat it...". While Jim was makin...
Talking about his new book, "That Used to Be Us," at a recent speech at the Stanford Graduate School of Business, best selling author Thomas Friedman said, "Average is over. Everyone must define and develop their extra, that unique value add that justifies, in this world of rising curv...
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 b...
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, ...
Today's buyer is information overloaded, bandwidth constrained and fiercely independent. A recent survey by the Corporate Executive Board reported that 57% of the new B2B sales cycle is DONE before the buyer's first formal contact to the selected vendor. Understanding that simple fact...
In its 25th year of thrilling audiences, Cirque Du Soleil has mastered the art, among many others, of creating a world view, or viewpoint, that transports audiences to new worlds, making them ready to be thrilled. By the time the show opens, you are already a raving fan. What does thi...
In today's market, it is critical to drive high velocity sales and marketing programs. Velocity is a function of Delivery, Engagement and Experience, simply V=D*Engagement*Experience. The HIGHEST velocity go-to-market programs, tailor their delivery to channel of communication and b...
When we Apply Steven Covey's Abundance Mindset to our Cloud Go To Market Positioning, Messaging and execution, we begin to see our opportunities in a whole new way, and drive an execution that can surprise even our most optimistic expectations. In my Viewpoint, Value, Velocity or V3 ...
In my last article, I called on providers to find a unique Viewpoint, "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 ...
Coach Kevin Kelley has figured it out, don't punt. Since 2007, he's won three Arkansas State Championships and over 90% of his games, and he's never punted. Every day, sales and marketing teams in Cloud organizations, that could easily move the trial or experience to the front of the m...
Most CEOs I talk to have a jaded, if not skeptical view of marketing. While they recognize the importance of marketing to their long term success, they have a hard time understanding and measuring how well marketing is doing. And while more mature organizations have a good handle on ve...
B2B technology sales and marketing is being transformed, as we move from products to services, we must move from traditional evaluation based product sales to experienced based service sales, this is true in SaaS models but in many other places too. Why is it then that many SaaS provid...
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 elect...
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 ic...
"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 marketi...
As cloud computing goes mainstream, ISV, hosters, and other service providers can no longer depend on the previously successful, "We are X category, but as SaaS" like early pioneers such as Salesforce.com did. To truly STAND OUT and poke above the clouds, these three strategies offer p...
Training wheels are out, glider bikes are in! By learning balance first, kids now make easy transitions to bicycling, saving parents' backs and patience. ISVs making transitions to SaaS should find their glider bikes to success, things they do today that can help them to more quickly s...
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, ...
For ISVs and others attempting to offer SaaS services to the market, organizational structure and approach represents one of the largest hurdles to success. In order to achieve success as a service provider, organizations must change my organizational approach from linear to circular, ...
For organizations who are launching, building or in 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 s...
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 di...