Welcome!

@CloudExpo Authors: Elizabeth White, Yeshim Deniz, Pat Romanski, Aruna Ravichandran, Liz McMillan

Related Topics: @CloudExpo, Containers Expo Blog, Agile Computing

@CloudExpo: Blog Post

New Marketing Methods for Cloud Software | @CloudExpo #Cloud #DataCenter #Virtualization

Interview with Brad Peterson, new VP of marketing at Workspot

Thanks for taking the time to answer our questions. Why did you choose Workspot as a company, and why do you think the Workspot product is a winner?

Brad Peterson, New VP of Marketing at Workspot: I've known and respected Amitabh Sinha for years - we worked together at Citrix in the early days of VDI.  As I learned more about what Workspot has created over the last 3+ years, I came to understand the significance of their value and timing. During my time at Citrix, I had the honor and pleasure of hosting CIOs from around the world. We would get into discussions regarding their biggest challenges and opportunities, and I had a front row seat to emerging trends like VDI, BYOD, mobility, and the emergence of the cloud. What I learned in the end was that VDI is vital to the success of many enterprise and SMB companies, yet the complexity and expense of managing the infrastructure is overwhelming. The answer was to reengineer the static, datacenter-centric VDI infrastructure to a cloud-native design. If you remove this management complexity from the customer and provide them unlimited VDI control plane capacity, you can enable them to focus on managing their infrastructure to host their apps, desktops, and data in private and public clouds. Citrix wasn't able to do this as they were focused on supporting customers, adding features, and competing against VMware. This is what Workspot has built and is now offering. VDI 2.0 is an insanely simple, cloud-native control plane - infinitely scalable and up and running in 60 minutes.

You spent ten years at Citrix, in close collaboration with Citrix's former president and CEO, Mark Templeton. Please tell us about these ten years working alongside Mark.

Peterson: My time with Mark Templeton changed my life. I learned how to be gracious, sincere, empathetic, customer-focused, genuine, and so much more. I've had other mentors in my life, but Mark has been the most significant. I had learned over the years to be prepared for meetings, have all possibilities thought through, and to do my homework. And then with Mark, I had to learn how to throw everything I had prepared out the window. Mark would always make you look at a topic from a completely different perspective, and from there create action that was even more innovative. This represented amazing thought leadership to me.

You had such a successful run with Citrix, why did you decide to leave?

Peterson: To me, it was a successful run measured in career and personal growth, company growth ($500M - $3B), understanding the global market and associated customer needs, and experience in acquiring companies and technology to repackage and relaunch to the install base and new markets. It was an amazing experience!  The problem was that the datacenter-centric infrastructure architecture that got us there wasn't the cloud-native, control plane VDI 2.0 architecture required to take us into the future. So I transitioned to a completely cloud-native, infinitely scalable service offering at DocuSign. I learned the e-signature market and the speed and agility of delivering solutions at cloud scale.

How did the general move to the cloud change your approach to marketing? How different is marketing today, compared to when you first started out?

Peterson: Over the years, marketing in general has shifted from outbound "interruption-based" marketing to inbound "get found" marketing. This means demonstrating thought leadership while creating remarkable content, and sharing it through channels in which people with interest can find it. This is way more fun, and also means that marketing activities are far more measurable.  The marketing A-B testing and associated analytics integrate this art form with science - a combination that makes it more cost effective, creates more expected results, and ultimately makes it something I particularly enjoy.

Disruptive startups like Workspot are pushing hard to grab market share without the complications of legacy programs. How can a business software company keep up the innovation pace, without being replaced by the next big thing?

Peterson: That's a great question. Citrix, as an example, has built its portfolio of products over the last 25 years. These products came together from organic growth through engineering and through acquiring products and technologies. Their GoTo and Sharefile products have always been scalable, subscription-based cloud offerings. Their Xen products have always been monolithic software packages sold with perpetual licenses, installed and maintained at great expense and requiring considerable expertise, in datacenters around the world. How do they transition their Xen products from this legacy model to a cloud-native, infinity scalable, global service offering? Certainly not in the way they've attempted, which is by installing a version of the very same monolithic, overly complex, legacy software in the cloud for each customer, one at a time. How did Siebel perform this transition? They didn't. Salesforce came along with a complete rewrite of the code and the business model. The same is true when comparing legacy automotive companies with Tesla. Just like Workspot, sometimes it takes a whole new level of effort and attention to start from scratch, redesign a solution using basic principles and modern cloud-native technologies, and focus on simplicity in design and value for your customers.

Are virtualization and infinite scalability the solution to the growth and maturity conundrum?

Peterson: This seems to be the age in which we truly can do more with less, at an unprecedented scale. With the recent advancements in automation, machine learning, and big data analytics, we now know more about the actual results of our efforts and can finetune them immediately for newfound levels of efficiency. We forget about the past when datacenters around the world were massively over-provisioned - this built companies like HP, Dell, EMC, NetApp, and others, selling more than what was needed. Then, server virtualization comes along and allows IT organizations to compute more with less hardware (which hurt the server companies). Today's container technologies are creating more efficiencies, even less over-provisioning, and more pain to the CPU vendors. Now, if you add web-scale design thinking learned from Google and Amazon and hyper-converged infrastructure from a growing list of new and legacy vendors, IT organizations can now leverage the most advanced services that are equally scalable whether in their private clouds or across several choices of public clouds. With this, the smallest of companies can become significantly useful and powerful while remaining nimble and adaptive to growth, expenses, and customer needs. This is the ultimate democratization of business.

In most companies, engineering, sales, and marketing operate in their own silos, barely acknowledging each other's existence. The disconnect is strong and distinct. This misalignment is often detrimental to the entire organization. Tell me about your background and how the skills you learned as an engineer translate into marketing.

Peterson: Silos break down communication, and that is one of the biggest problems a company can face as it grows. Elon Musk sits in the middle of his engineering bullpen in the cavernous SpaceX factory to make sure he's available and active in decisions that drive the success of the company. Elon has degrees in physics and finance. His discussions will go from laminar flow to debt refinancing, representing a unique set of skills that allow him to not be surprised by issues that could cause his company serious setbacks. I can relate to this left-brain & right-brain thinking. With two engineering degrees and 20 years of marketing experience, I feel I can separate the signal from the noise. I can focus on the very few, most important issues that will be vital to delivering that which will win the hearts and minds of our customers. I enjoy going deep into technology discussions, making tough business decisions, and connecting directly with customers on their most strategic challenges. I think my background sets me up perfectly to truly understand our most strategic competitive advantages in our infinite scalability, effortlessly simple, cloud-native architecture, and then to share this life-changing solution with our customers directly using modern marketing techniques.

Anything else you would like to share?

Peterson: I couldn't be in a better place than I am right now at Workspot. I've watched the technology and business trends over the last dozen years as I've met with countless CIOs from companies of all market segments from around the world. I was a part of Citrix for ten years as the term VDI was coined and adopted by companies of all sizes. I've listened to channel partners share their challenges in delivering comprehensive IT solutions to their valued customers in every corner of the globe. As companies have invested time and money in deploying VDI solutions, then applied and maintained software updates, then integrated product add-ons over time, the resulting complexity and expense has caused them considerable frustration. I am so excited to be a part of the team at Workspot, delivering application and data delivery services from a next generation, infinitely scalable, cloud-native architecture - finally delivering on the promise of VDI.

More Stories By Xenia von Wedel

Xenia von Wedel is a Tech blogger and Enterprise Media Consultant in Mountain View, serving clients in a variety of industries worldwide. She is focused on thought leadership content creation and syndication, media outreach and strategy. She mainly writes about Enterprise, B2B solutions, social media and open source software, but throws the occasional oddball into the mix. Buy her a coffee if you like her article: http://xeniar.tip.me

@CloudExpo Stories
SYS-CON Events announced today that SourceForge has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SourceForge is the largest, most trusted destination for Open Source Software development, collaboration, discovery and download on the web serving over 32 million viewers, 150 million downloads and over 460,000 active development projects each and every month.
SYS-CON Events announced today that Nihon Micron will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Nihon Micron Co., Ltd. strives for technological innovation to establish high-density, high-precision processing technology for providing printed circuit board and metal mount RFID tags used for communication devices. For more inf...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities – ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups. As a result, many firms employ new business models that place enormous impor...
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
SYS-CON Events announced today that Dasher Technologies will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Dasher Technologies, Inc. ® is a premier IT solution provider that delivers expert technical resources along with trusted account executives to architect and deliver complete IT solutions and services to help our clients execute their goals, plans and objectives. Since 1999, we'v...
SYS-CON Events announced today that TidalScale, a leading provider of systems and services, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale has been involved in shaping the computing landscape. They've designed, developed and deployed some of the most important and successful systems and services in the history of the computing industry - internet, Ethernet, operating s...
SYS-CON Events announced today that Massive Networks, that helps your business operate seamlessly with fast, reliable, and secure internet and network solutions, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. As a premier telecommunications provider, Massive Networks is headquartered out of Louisville, Colorado. With years of experience under their belt, their team of...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
Infoblox delivers Actionable Network Intelligence to enterprise, government, and service provider customers around the world. They are the industry leader in DNS, DHCP, and IP address management, the category known as DDI. We empower thousands of organizations to control and secure their networks from the core-enabling them to increase efficiency and visibility, improve customer service, and meet compliance requirements.
In his session at 21st Cloud Expo, Michael Burley, a Senior Business Development Executive in IT Services at NetApp, will describe how NetApp designed a three-year program of work to migrate 25PB of a major telco's enterprise data to a new STaaS platform, and then secured a long-term contract to manage and operate the platform. This significant program blended the best of NetApp’s solutions and services capabilities to enable this telco’s successful adoption of private cloud storage and launchi...
SYS-CON Events announced today that TidalScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale is the leading provider of Software-Defined Servers that bring flexibility to modern data centers by right-sizing servers on the fly to fit any data set or workload. TidalScale’s award-winning inverse hypervisor technology combines multiple commodity servers (including their ass...
As hybrid cloud becomes the de-facto standard mode of operation for most enterprises, new challenges arise on how to efficiently and economically share data across environments. In his session at 21st Cloud Expo, Dr. Allon Cohen, VP of Product at Elastifile, will explore new techniques and best practices that help enterprise IT benefit from the advantages of hybrid cloud environments by enabling data availability for both legacy enterprise and cloud-native mission critical applications. By rev...
As popularity of the smart home is growing and continues to go mainstream, technological factors play a greater role. The IoT protocol houses the interoperability battery consumption, security, and configuration of a smart home device, and it can be difficult for companies to choose the right kind for their product. For both DIY and professionally installed smart homes, developers need to consider each of these elements for their product to be successful in the market and current smart homes.
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
Companies are harnessing data in ways we once associated with science fiction. Analysts have access to a plethora of visualization and reporting tools, but considering the vast amount of data businesses collect and limitations of CPUs, end users are forced to design their structures and systems with limitations. Until now. As the cloud toolkit to analyze data has evolved, GPUs have stepped in to massively parallel SQL, visualization and machine learning.
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, will lead you through the exciting evolution of the cloud. He'll look at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering ...
SYS-CON Events announced today that N3N will exhibit at SYS-CON's @ThingsExpo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. N3N’s solutions increase the effectiveness of operations and control centers, increase the value of IoT investments, and facilitate real-time operational decision making. N3N enables operations teams with a four dimensional digital “big board” that consolidates real-time live video feeds alongside IoT sensor data a...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, will provide a fun and simple way to introduce Machine Leaning to anyone and everyone. Together we will solve a machine learning problem and find an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intellige...
In a recent survey, Sumo Logic surveyed 1,500 customers who employ cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). According to the survey, a quarter of the respondents have already deployed Docker containers and nearly as many (23 percent) are employing the AWS Lambda serverless computing framework. It’s clear: serverless is here to stay. The adoption does come with some needed changes, within both application development and operations. Tha...