If you work in enterprise IT or cloud computing you’ve no doubt heard the term “data lake”, i.e. a unified repository of big data used by multiple parts of the business. If you haven’t, here’s a quick overview from Hortonworks.
As 2015 unfolds, we’re seeing something very similar to the enterprise data lake architecture pattern driving the evolution of content-centric computing in the age of cloud. I think of this as the rise of ‘content lakes’.
Smart folks that understand the importance of “intelligent content” to 21st century enterprises have seen the content lake pattern coming into focus for some…
In 2014, price/feature wars broke out among the cloud superpowers.
In 2015, alpha cloud vendor rivalry is intensifying up and down the stack.
From Microsoft to Google to HP to IBM to industry leader AWS, the IaaS (and PaaS) leaders—as well as high growth open source alliances like OpenStack and CloudFoundry—are accelerating their build-out of anything-as-a-service (XaaS) partner ecosystems providing the next generation of cloud application building blocks & enhancement services.
At the heart of these rival cloud ecosystems are partner marketplaces — which makes “Quality of Marketplace” or QoM—an increasingly important competitive differentiator for every alpha cloud player on…
From 2015 forward, many cloud services winners will drive growth by mastering the art of XaaS distribution. What do I mean by XaaS distribution?
XaaS distribution (vs direct-to-customer SaaS) is about “Partner @ the Core” mindset. When your startup executes around Partner @ the Core mindset, your anything-as-a-service (XaaS) innovation gets baked in-or symbiotically attached—to upstream partner apps, clouds, networks, systems and experiences—amplifying your reach and accelerating your momentum, while reducing your marketing/sales spend.
When venture capitalists warn on startup ‘burn rates’ and the potential for ‘vaporization’ tied to high burn rates—and growth-stage players postpone IPOs based on investor cash burn concerns—streetsmart CEOs at startup SaaS companies sit up and pay attention.
Because SaaS leaders know from their own experience that sustainable growth is rarely a free lunch, and is closely tied to sales and marketing spend.
Sober SaaS leaders also know that while customer ‘lifetime value’ (LTV) remains an intoxicating notion for your VC pitch—and a common justification for high sales/marketing spend—GAAP profitability can be elusive, even for pioneers with a 15 year…
“It is critical for the new generation of on-demand or SaaS ISVs to see this convergence of sales strategy between both Microsoft and Google (in their startup phases, JEB). A strategy based on leveraging the market clout of an incumbent leader via OEM or ‘powered by’ (web services JEB) relationships.” Asymmetric Marketing: Tossing the ‘Chasm’ in the Age of the Software Superpowers, Joseph E. Bentzel
In Part 1 of this series, I outline how many of today’s software platform leaders (Google, Microsoft, VMware, RedHat, Adobe) did not practice downstream market disruption in their startup phase, but instead chose to partner…
“I know it’s counter-intuitive, but try to wrap your brain around the notion that this increasing asymmetric market dominance by an elite contingent of cross-category superpowers may actually bring increasing market opportunity for the ISV “great unwashed”—-If that great unwashed can shed certain marketing illusions holding them back in the age of the software superpowers.” Asymmetric Marketing: Tossing the ‘Chasm’ in the Age of the Software Superpowers, Joseph E. Bentzel
In Part 1 of this series, I show how the “Disrupt or Be Disrupted” mantra popular in Silicon Valley is a false choice and marketing illusion for tech startups—-and that…
“As you develop plans for your products and services, are you prepared to effectively capitalize on the asymmetry and built in momentum already at work on the battlefield on which your products must compete?” Asymmetric Marketing: Tossing the ‘Chasm’ in the Age of the Software Superpowers, by Joseph E. Bentzel
Throughout tech industry history, the downstream user-focused TALC or ‘technology adoption lifecycle’ has consistently NOT determined which player rises to dominance in a given market or category.
In many cases it is a different—i.e. upstream partner-focused adoption lifecycle—that drives winner-take-all market outcomes. …
“It is (the) creative cooptation of the market power of incumbent market leaders . . . that should be the goal of every asymmetric marketer at every stage of the evolution of your business strategy.” Asymmetric Marketing: Tossing the ‘Chasm’ in the Age of the Software Superpowers, Joseph E. Bentzel
Anyone who has been around the industry for more than five minutes knows that tech platform markets are not flat, laissez-faire landscapes.
They are asymmetric in nature. They have well-established centers of market gravity.
They tip in the direction of winner-take-all.
Simply put, tech platform landscapes are consistently defined by…
“Give me a child and I’ll shape him into anything.” B.F. Skinner
Don Draper says ‘What’?
That’s about the only humorous thing one can say about the not so funny revelations of a full spectrum ‘skinner box marketing’ experiment at Facebook.
But no one should be surprised. Veteran VC Bill Davidow raised this issue more than a year ago using the lab rat metaphor.
Emerging category leaders in the anything-as-service (XaaS) economy rely heavily on branded content to drive adoption of their platforms, products and services by both enterprise customers and distribution partners.
For this reason it’s important to be able to differentiate between commodity content marketing and true thought leadership.
Here are 3 indicators I use to make the distinction.
Commodity content marketing is about transacting. Real thought leadership is about transforming. What do I mean by that. It’s simple.
The rise of commodity content marketing has become closely tied to downstream digital campaigns that are designed with the clear goal of driving…