Shows
C-Suite Sales & Marketing PerspectivesThe C-Suite’s Top Predictions for the Future of ABMEpisode #259: Steve MacDonald, CEO and Founder at Content Strategies, explains why B2B growth often breaks down inside the company, not in the market. He explains why internal alignment is the most common issue and why most teams claim to be customer-first but fail to execute. He breaks down what the voice of the customer really means, why typical sales and success motions limit honesty, and also shows how to turn customer insight into usable, trust-building enablement.“Trust was going to be the currency to close deals, and if you don’t have it, you don’...
2026-02-0236 min
C-Suite Sales & Marketing PerspectivesTransform GTM by Solving the Right Customer ProblemsEpisode #233:
Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion.
2025-11-1028 min
C-Suite Sales & Marketing PerspectivesTransform GTM by Solving the Right Customer ProblemsEpisode #233:Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion.“Obsess about the strategic big problem that you solve for your customers, and get in alignment about why you do that uniquely, how you do th...
2025-11-1028 min
Art of SupplyHow Transportation & Logistics Companies Are Tackling Network Security W/ Ken Rutsky"This is a long standing discussion within the networking and security industry: is there a perimeter? I think the reality is the perimeter still exists because it's a data and logical perimeter, but it doesn't exist anymore as a physical perimeter." - Ken Rutsky, Chief Marketing Officer at Aryaka As the world becomes increasingly digital, ensuring network connectivity and security become parallel objectives that all companies must prioritize. Add in trying to do it as efficiently as possible, and the challenge only grows. Ken Rutsky is the Chief Marketing Officer at Aryaka. They recently released t...
2025-07-1029 min
Category ThinkersHow Category Memetics Can Help A New Category Stick w/ Ken RutskyIn this episode, Ken Rutsky joins us to explore a concept he calls ‘category memetics.’ It’s the idea that new categories can act like memes – they can enter the mind, replicate, and rapidly spread to others. Ken shares his insights on how to create a successful category meme and unpacks some of the research he uncovered that led to these insights. Listen now to:Hear how memes can act as a cultural transmission tool in businessUnderstand how to create effective category language Learn how memetics can inform...
2024-01-0253 min
B2B Revenue Acceleration113: How to Tell Your B2B's Brand Story In 2022 w/ Ken RutskyFor this episode of the B2B Revenue Acceleration Podcast, we will be airing again one of our most listened to episodes: “How to Tell Your B2B’s Brand Story”.This episode was first published in 2018 when we started our show and it’s as relevant as ever at this time of the year when Sales & Marketing leaders prepare their Go-to-Market plans for 2022.…Breaking through the noise in a loud and crowded market is tough.How do you make sure your messaging is being heard in a sea of competition?Ken Rutsky, the author of Launchi...
2021-10-2122 min
DevOps ChatCyberSecurity Marketing Dojo w/ Ken RutskyKen Rutsky is on a mission. In addition to being a master cybersecurity marketing ninja, Ken is also the founder of the Cybersecurity Go To Market Dojo. It is the hub of a community of cybersecurity marketers who seek to up their game and bring even more professionalism to cybersec marketing.
Frankly, cybersecurity marketers get a bad wrap. Many of them have great technical chops. Just because they have marketing in their title don't assume they are not technical.
Ken and the group are again putting on a great together on the Sunday of RSAC week. Also they will be...
2019-12-2221 min
The Sales EvangelistKen Rutsky | Why Assessing Value is not as simple as it sounds, and how companies often get this wrongValue is in the eye of the buyer, and because assessing value is not as simple as it sounds, companies often get this wrong. Ken Rutsky specializes in helping companies tell their story in a way that connects it to the customer. He says that value is all connected to the stories we tell. Defining value We're trying to sell something. Essentially what we're doing is making a trade of the two things they value the most in order of least to more. Money is the thing everybody values, but often buyers value their time even...
2019-05-3100 min
The Sales EvangelistTSE 1106: Why Assessing Value is Not As Simple As It Sounds, and How Companies Often Get This WrongValue is in the eye of the buyer, and because assessing value is not as simple as it sounds, companies often get this wrong. Ken Rutsky specializes in helping companies tell their story in a way that connects it to the customer. He says that value is all connected to the stories we tell. Defining […]
The post TSE 1106: Why Assessing Value is Not As Simple As It Sounds, and How Companies Often Get This Wrong appeared first on The Sales Evangelist.
2019-05-3128 min
The Entrepreneur Way1193: Telling Your Story in a Way That Makes Your Customers the Hero with Ken Rutsky Founder and Owner of Cybersecurity Go To Market DojoKen Rutsky is a renowned specialist in achieving and growing market leadership, and has advised a range of B2B companies. His new book is Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades, and Ignite Movements. “know that you are on a journey, whether the ups and downs, don’t get too high on the ups, don’t get me down on the Downs, and keep the faith”…[Listen for More] Click Here for Show Notes To Listen or to Get the Show Notes go to https://wp.me/p6Tf4b-6Zr
2019-05-0900 min
marketing – Jay IzsoTake Your Marketing to the Next Level – Launching to Leading – Ken Rutsky – AND 33The world is in constant change. And when it come to marketing there is no doubt that there is an ever changing world to overcome if you want to be successful as a business. If you own a business or are the CEO of one, you know that one of your biggest headaches is marketing. First, like most owners and CEO’s the one thing they know for sure is that the marketing branch of their business does one thing really well…spend someone elses’s money. For many it is a necessary evil that affects the over all budget. W...
2019-02-081h 01B2B Revenue Acceleration6: How To Tell Your B2B Brand’s Story w/ Ken RutskyBreaking through the noise in a loud and crowded market is tough. How do you make sure your messaging is being heard in a sea of competition? Ken Rutsky, the author of Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements has created an 8-layer cake for B2B messaging that helps brands tell their story and stand out. He spent many years in product marketing in Silicon Valley, and he specialized in security, infrastructure, and business applications in the sales & marketing automation space. Now he helps companies define their message clearly. Ken shows b...
2018-08-0121 min
Onward NationChange is driven by the mentee, with Ken RutskyKen Rutsky and has spent nearly 25-years in B2B marketing roles, launching the “Intel Inside” broadcast co-op program in 1994 and then the Internet’s first affiliate marketing program, Netscape Now, while at Netscape from 1995 to 1999. Ken also ran network-security marketing at McAfee, where he developed and executed a marketing strategy that grew its web security business from $60 million to nearly $200 million. Today, Ken’s firm helps clients lead their markets. He is also the author of the book, “LAUNCHING TO LEADING: How B2B Market Leaders Create Flash Mobs, Marshal Parades, And Ignite Movements”. You may remember Ken and the wisd...
2018-01-0400 min
School for Startups RadioJune 2, 2017 Launching to Leading Ken Rutsky & Grow w a Virtual Assistant Lyndsay PhillipsJune 2, 2017 Launching to Leading Ken Rutsky & Grow w a Virtual Assistant Lyndsay Phillips
2017-06-0554 min
Focus Is Your Friend: How to double down on marketing that mattersEpisode 58: Get Your Mindset Right, with Ken RutskyKen helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough, achieve, and grow market leadership in new and existing markets. His clients not only lead, they improve key sales and marketing metrics like leads to revenue and opportunities to close. Ken has spent 20+ years in B2B marketing roles, launching the Intel Inside broadcast co-op program in 1991 and the Internet's first affiliate marketing program, Netscape Now, at Netscape from 1995-99; has been CMO at several start-ups; and has run network security marketing at McAfee. In the 7 years of his consulting...
2017-05-3027 min
The Marketing CloudcastThe Hero's Journey: How to Market Your Small Biz from Launching to LeadingKen Rutsky, B2B marketing consultant and author of Launching to Leading, joins the Marketing Cloudcast. In your marketing, who’s the hero: your company or your customer? Listen as Ken explains how to craft a viewpoint that positions your customers as the real heroes, with plenty of practical steps to grow your startup from its earliest phases to true market leadership. Hear tips on communicating your value through experiences, facilitating an Apple-esque buyer journey, and much more. Resources for this episode: Ken's book: http://sforce.co/KenLaunch Subscribe to the Cloudcast: http://sfo...
2017-05-1700 min
The Self-Employed Life290: Ken Rutsky- Your Customer's Story is Your Business How do you ensure your business is really doing the most it can for your customer's needs? Are you taking the right approach? Are you being insightful and innovative? Ken Rutsky joins us to tell exactly how to achieve all these key factors, and more. Ken Rutsky shares his insight on how the value of your business fits into your customer's story, as well as their own reality. Ken is a marketing consultant that helps his clients tell their stories! He is the author of "Launching to Leading: How B2B Market Leaders Create Flash Mobs, Martial...
2017-04-1239 minOnward NationEpisode 458: Launching to leading, with Ken Rutsky.Ken Rutsky is the author of the new book, “LAUNCHING TO LEADING: How B2B Market Leaders Create Flash Mobs, Marshal Parades, And Ignite Movements.” Ken is also a B2B marketing consultant focused on helping his clients break through and become market leaders. He has spent nearly 25 years in B2B marketing roles, launching the “Intel Inside” broadcast co-op program in 1994 and then the Internet’s first affiliate marketing program, Netscape Now, while at Netscape from 1995 to 1999. Since then, Ken served as the CMO at several start-ups and ran network-security marketing at McAfee, where he developed and executed a marketin...
2017-03-2700 min
The Marketing Book Podcast109 Launching to Leading by Ken Rutsky"Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements" by Ken Rutsky Click here to view the show notes! https://www.salesartillery.com/marketing-book-podcast/launching-to-leading-ken-rutsky
2017-02-1037 min