Ken Rutsky

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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)

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)

Don't Punt - Winning the Cloud Marketing Battle

Unless you are a hardcore (American) football fan, or happened to just catch the latest episode of HBO Real Sports,  you may have never heard of Coach Kevin Kelley of Pulaski Academy in Little Rock Arkansas. But if you are a football fan, I'd imagine you may hear about him soon even if you forget about this blog. You see, Kelley's teams haven't punted since 2006.  And in that time he has taken his small 350 kid school into the national top 100 rankings and to three state championships while winning well over 90% of his games... You can Google him and easily learn more...here's a... (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)

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)