Software Pulse

Business Strategy for Software Executives

March 17, 2009

Phil Fernandez

Conquering Enterprise Productivity’s Last Frontier

Aligning marketing and sales will deliver new efficiencies and increased revenue to today’s next-generation companies.

By Phil Fernandez, President & CEO, Marketo, Inc.

Every business is looking for ways to grow and thrive in today’s tough economy. In the past, technology has given businesses huge productivity bursts in areas like customer relationship management and enterprise resource planning. Have we exhausted all the business areas for productivity gains? Are we running as lean and efficiently as possible?

Not exactly. Most businesses only have to look to their current revenue-generating processes to find a significant potential for improved productivity. By addressing glaring inefficiencies in the Marketing and Sales relationship, businesses can grow revenues and cost costs, even in this lean climate. Revenue generation is the next, and perhaps last, major frontier for enterprise productivity gains.


Register Early and Save Big on the Enterprise Cloud Summit

Register by midnight March 31 and receive 40 percent off conference passes to the most important cloud computing event of the year: the Enterprise Cloud Summit. Held May 18-19 in Las Vegas, this conference presents powerful cloud innovations and solutions to influential IT buyers. Click here to register now and save!

A Map of the Cloud Computing Ecosystem

Troy Angrignon of Under the Radar takes a stab at mapping out the key players in the cloud computing landscape. Explore his cloud and share your feedback on this post to the Blog on Cloud Computing.

Another Billion-Dollar ISV: The Debate

Last week,’s M.R. Rangaswami wrote an opinion piece questioning industry leaders about whether a future software company could hit $1 billion in revenue like recently did. The community debate that followed is compiled in this post to the Blog, “New Era, New Thinking.”

Publish Your Perspective! wants your opinions. Send your thoughts on the enterprise software industry to editor, Maryann Jones Thompson ( and have your opinions published on our site.

China and India: The Power of Complementary Cultures

Tarun Khanna says their common optimistic entrepreneurialism makes these two countries a formidable force. Read why in this article from The McKinsey Quarterly.

News Update: Happy Birthday Web

The Web celebrates 20; plus, Obama's CIO's troubles, AOL's new CEO and new virtualization moves. Read these stories and more software news of the week in the latest Software News Summary.

Poll: Enterprise Software’s Last Frontier?

Is sales and Marketing integration really enterprise software’s last frontier?
Take our Pulse Poll >>

Last week, readers commented on whether there could be another billion-dollar ISV.
Give us your opinion and see the results >>

More at

Linux is gaining strength in the downturn.
Read the most important enterprise software industry news of the week >>

Is cloud computing stealing dollars away from SOA?
Monitor the latest software venture capital deals >>

Potential bidders step up for Satyam of India.
Size up last week’s software M&A deals >>

Open source provider Acquia named Tom Erickson CEO.
See who’s made it to the top in our list of recent software executive appointments.

Send us your feedback on this newsletter and the site.

Parting Thought

“You don't drown by falling in the water. You drown by staying there.”
— Anonymous

Courtesy of Malcolm Kusher, The Kushner Group



OpSource delivers a complete Web operations solution for software as a service and web companies. Many of the largest software companies and the most innovative web companies have selected OpSource as their Web operations partner. By doing so, they are able to focus their resources on building on-demand businesses, rather than investing in and managing the complex and costly infrastructure 24x7, staff and services necessary for successful web application delivery. Providing everything but the application itself, OpSource is the only Web operations company whose customers pay only for what they sell, not for the resources they consume.
Find out more.


Software Pulse is a publication of, the online resource for software business strategy.

To subscribe, click here.

To unsubscribe, click here.

Send us your feedback,
click here. is published by Sand Hill Group, which provides investment and management advice to emerging leaders in the $600 billion enterprise software, services and solutions market. Sand Hill Group produces the Software and the Enterprise series of conferences for industry executives, and authors research reports on cutting-edge technology topics.

To remove yourself from this list, click here.