Breakthrough Marketing 

To Lead Your Market, Dare to Elevate Your Messaging

There is no doubt in B2B markets many, if not all companies strive for market leadership, but few breakthrough and achieve it.  Why?  The reasons are many.  Poor product market fit, poor user experience, misaligned pricing to value, the list goes on.  But even those...

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Five B2B CMOs You Meet on the Way to Marketing Heaven

I recently passed my 5 yr anniversary as a B2B marketing consultant in Silicon Valley and beyond.  In that time I’ve met some amazing CMOs and CEOs.  B2B Marketing is a never ending multi-layered multi-disciplinary challenge.  One , as I described to my daughters 4th...

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Three “cies” to Impactful Corporate Story Telling

Why do some companies, like FireEye, Zuora, and others raise their stories above the crowd, and get listened to and even obsessed over by prospects and customers alike?  I think it comes down to these simple, yet powerful three "cies": Consistency Veracity Ferocity...

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Should Your B2B Website Really Be a Buying App?

I was in a client meeting yesterday, and a very interesting thing happened.  As we were reviewing website, the UE Web guy pulled up the Basecamp website.  After reviewing this site, which is pretty unique in its streamlined direct marketing approach, he said, "In many...

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Another Problem with Value

As I've blogged about here, marketers, especially high tech B2B marketers always overvalue value.  We tend to be enamored with the feature, function and benefits of our products and services.  And while I don't want to rehash the five reasons I've previously outlined,...

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Salesforce Changes Viewpoint Again, What’s Going On????

Salesforce, the granddady of them all in Cloud Computing, has shifted Viewpoints again. On August 31st of 2011, Salesforce announced the "Social Enterprise"  -" Our social enterprise vision fundamentally changes how companies collaborate, share and manage...

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AIM STEEP to Build Breakthrough Viewpoint – Part 2

Introduction: In part 1 of this blog series on Viewpoint, we explored the Y axis of the KJR Viewpoint framework, repeated below and discussed using the STEEP analysis method to label the Y-axis and defined point A, the "Trendspotting" Viewpoint.  In this blog, we will...

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AIM STEEP to Build Breakthrough Viewpoint – Part 1

Introduction In my previous blog,  Standing out - 4 Types of Viewpoint That Can Get You Noticed I discussed how to find 4 spots on my Viewpoint Framework that can powerfully set you apart in the market and get you noticed.     The framework looks like this:  ...

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Standing out – 4 Types of Viewpoint That Can Get You Noticed

(Ken's note: This blog is part of a series of blogs on Viewpoint.  After reading this introduction,  you may want to check out my step by step guide on developing your Viewpoint,  a 3 part series of blogs called - AIM STEEP to Build Breakthrough Viewpoint.) As I've...

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Charting the Customer Journey…

I've been thinking about maps a lot lately.   Not the maps you find on Google or Mapquest, but the kind you might find on the whiteboard of many successful or fledgling SaaS companies today, a map of the Customer Journey. Customers today come in to services in many...

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