Common success factors that every cloud computing company should know

After spending several weeks analyzing cloud computing companies as part of our quarterly internal ranking report, there are a few common points that we keep running into.

Here is a list of 10 factors to think about.

1. Decide what you stand for and believe in: I do think it’s important for any cloud computing company to work on determining their values and purpose, and to find some common ground that is expressed in public talks, brochures, web sites and interview with key resources. It is surprising the disconnect between some company’s purpose and what is perceived by the inquisitive. A company’s culture cannot be automatic or easy to build and maintain. At the same time, smart companies are looking for companies and services that are potential alliances.

2. Do your homework: We certainly realize you can never really know what it’s like to lead and define a cloud computing company until you do it, but we see agile companies taking advantage of advisors who have experience. There are ample resources for getting advice: rankings, blogs, advisors, other successful companies, and consultants to have experience in the space. On top of that, these companies do their homework about the industry, market, competitors. They get out there and talk to customers about products and services. Mind the gap between what is believed internally vs. what the customer’s perspectives are.

3. Iterate quickly and pivot nearly as fast: Cloud computing companies do not have to be told to iterate quickly – they get it. What’s harder is to pivot — to essentially take what is done and worked very hard to complete and set it aside; to attack another problem or do something completely different. Instead of defending the status quo, companies have to have the wherewithal and maturity to accept that something isn’t working. Get help if you are unsure.

4. When making a public statement, make your case: Any public interaction provides a vehicle to make your case. As with any business, the longer and more frequently you get the company’s message out, the better. No reason to be combative or stubborn.

5. Get the best public presence you can: Everyone talks about creating the best public site, that an A-site is incredibly more valuable and productive than B or C-sites. But don’t forget the customer service and support interface too — people come to cloud computing sites with imperfect knowledge of what services are provided and the who, what, where, when, why and how of the targeted audience. People who visit your site and care enough to get in touch can make a huge difference to how smoothly your business presence will grow, and they come in very handy for business, but also during big milestones in a very noisy space.

6. Get out of your comfort zone: Do not invest time and energy in a cloud computing company if the company’s mode of operation is: this is a well-defined and structured environment. If all you want to do is work within an established industry, then get a job at a bank. It is very evident that leading a cloud computing company means to do a lot of things in the moment, and a lot of things outside the comfort zone. Get used to it. Collaborate and make the uncomfortable comfortable. Nothing worse than the CMO who is antagonistic and resents feedback. Reach out and build alliances with complementary services – offer to present your value propositions. Listen/study carefully any feedback that does not fit your business model. It is surprising the gap between the company’s business comfort zone and what the message being presented to the outside world.

7. Understand metrics and how to optimize them: You need to know what key metrics will help assess success or failure for your startup. It might be precision segmentation, lead generation, or repeat visitors. It might be some form of engagement with a company like BTCLogic. . It might be perceived value of the customer. It might be by reference. It might be all of those things. Whatever the metrics specifically are, you need to know them, memorize them, measure them constantly and work on optimizing them. Mind the gap – you’d be surprised at how small product changes (or even marketing message / brand changes) can have a significant impact on key metrics.

8. Know what milestones you need to hit: Focus is so important in a startup. You need a ton of it. And you need everyone in your startup aligned on the same milestones. I think of milestones as levels of a game —that you either go through because you’ve accomplished what you needed to, or that level is closed to you. If they’re closed, you learn from experience, feedback and you circle back and try again (and likely pivot) or stop. Everyone in your company needs to know what milestones you need to hit.

9. Build a personally involved persona: Do not ignore the power of having a strong personal confidence and involvement. The great thing about a personally involved persona is that it develops a life of its own. Whether your cloud computing company succeeds or fails, your personally involved persona provides future fitness. It can help propel your work in lots of ways.

10. Your customers are not necessarily your neighbors: Get out of situations where you are not functioning in an optimal manner. The universe isn’t a 25 mile radius around your business location. Your customers aren’t necessarily your neighbors. Meet as many interested cloud people as you can.
Recognize the speed at which the cloud computing universe is moving – if you are not sure, you are moving too slow.