Author of Value-as-Service:
Embracing the Coming Disruption

connect with rob

Rob Bernshteyn

Rob is the Chief Executive Officer and President of Coupa, and drives the company’s strategy and execution. Rob has over two decades experience in the business software industry. He came to Coupa from SuccessFactors, where he ran Global Product Marketing & Management, as a member of the executive management team; as the company scaled from an early start up to a successful public company. Prior to that, Rob directed Product Management at Siebel Systems, where he helped build Siebel ERM into one of the company’s fastest growing product lines. Rob also did a stint in management consulting at McKinsey & Company, and spent four years at Accenture, where he focused on global SAP systems implementations.

Rob is a guest lecturer at Harvard and Stanford business schools, and a frequent contributor to Forbes and Fortune magazines. He can often be heard providing commentary on major news programs including Bloomberg's Money Moves and NPR Morning Edition. Rob holds a BS in Information Systems from the State University of New York at Albany and an MBA from Harvard Business School.

Recent NEWS & VIDEOS

The Bloomberg Advantage:

Bernshteyn on Value as a Service
Learn more >

Coupa Inspire

Highlights from Inspire '16
Learn more >

Bloomberg West

Coupa CEO: Why We're Considering Going Public.
Learn more >

Bloomberg TV

Companies Look to Cut Costs, Boost Profits.
Learn more >

Fortune.com

This Software Upstart Helps Fortune 500 Companies Control Spending.
Learn more >

IT Business Edge

2016 Software Trends: The Evolution of Enterprise Software.
Learn more >

Electronic Business News

The X-Y-Z Framework for Product Management.
Learn more >

Rob Bernshteyn

Where can I buy a postmodern ERP system?
Learn more >

Rob Bernshteyn

Value vs. Valuation.
Learn more >

Rob Bernshteyn

The One Question Not to Ask Your SaaS Vendor.
Learn more >

IT Business Edge

No User Interface.
Learn more >

Diginomica

Coupa Inspire – the P2P shift is underway, says CEO Bernshteyn.
Learn more >

Diginomica

Savings key to spend management leadership, says Coupa CEO.
Learn more >

Harvard Business School

Coupa Case Study – Sales & Marketing .
Learn more >

Silicon Angle

Coupa’s Rob Bernshteyn predicts that with cloud and SaaS there’s a chance to get enterprise software right.
Learn more >

Huffington Post

The Importance of Immigration Reform.
Learn more >

Rob Bernshteyn

Bubble or Not? How to Stay Focused!.
Learn more >

Rob Bernshteyn

Fire, Hire Or Re-Deploy: Are You Making The Right Decisions At Your Company?
Learn more >

Rob Bernshteyn

Sales Negotiations Should Be A Tango, Not A Breakdance.
Learn more >

Bloomberg TV

Companies Look to Cut Costs, Boost Profits.
Learn more >

Bloomberg TV

Helping Companies Control Costs and Get Profitable.
Learn more >

Coupa

Coupa CEO Talks of Success.
Learn more >

Rob Bernshteyn

The Lure Of The Logo: When Should A Startup Say No Or Yes?
Learn more >

Rob Bernshteyn

The Crazy 72-Hour Dash To A New Venture Round.
Learn more >

Rob Bernshteyn

Alignment between Software Companies and Implementation Firms is Key for Customer Success.
Learn more >

Rob Bernshteyn

Negotiating Customer Win/Wins in Early Stage SaaS Companies.
Learn more >

Rob Bernshteyn

Beyond the RFP: 3 keys to finding the best software vendor.
Learn more >

Rob Bernshteyn

Unconventional Startup Fundraising: Sourcing a $22M Round – Part 3 in Series.
Learn more >

Rob Bernshteyn

Recipe for First Time Fundraising: Starbucks, Humble Pie, and P.O.D..
Learn more >

Forbes

Scaling Up And Into Europe - Coupa Banks On Core Values As Dublin Office Opens
Learn more >

Forbes

The Secret Sauce Of Silicon Valley.
Learn more >

Forbes

The Cost Optimization Option Most Companies Have Missed.
Learn more >

Forbes

Taking The Amazon.com Approach.
Learn more >

Forbes

Customer Relations, And The Faults With 'One Throat To Choke' Business Alliances.
Learn more >

Forbes

The Art Of Scaling Up: How To Avoid Anarchy.
Learn more >

Forbes

How To Raise Money -- The Second Time Around.
Learn more >

Forbes

Tough Knocks Along The Road To Fundraising.
Learn more >

Forbes

How To Get Employees To (Really) Use New Technology.
Learn more >

Forbes

Unconventional Fundraising: How One Startup Auctioned Off An Equity Stake For $22.5M.
Learn more >

Bloomberg TV

A Personal View on the Fight for Immigration Reform.
Learn more >

VentureBeat

Don’t Over-Complicate that Acquisition.
Learn more >

Coupa Inspire

Coupa Inspire ’15 Keynote.
Learn more >

Endorsements

“At some point, every one of your customers is going to ask: ‘What is the exact value you are providing us?’ And they are going to want a quantifiable answer. Rob Bernshteyn explains why that day is going to come sooner than you think. More importantly, he lays out in step-by-step fashion how you and your company can provide value-as-a-service.”

William A. Sahlman, Harvard Business School, Class of 1955 Professor of Business Administration

“Practical, convincing, and even startling in its perceptiveness! If you’re serious about succeeding in newly quantifiable ways, take the advice in Value as a Service and run with it!”

Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World

“Value disruption is inevitable. With global hyper competition, sustained revenue growth is becoming more elusive. Gaining greater operational efficiencies is the new battleground where real leverage is required for every dollar spent. Bernshteyn’s book offers a no-nonsense guide on how to approach this developing business dynamic.”

Roger Siboni, Chief Executive Officer of Epiphany. Chief Operating Officer of KPMG

“Honed on the cutting edge of the software industry's ongoing transformation, 'Value as a Service' is an insightful, practical and indispensable guide to success in the new digital era of business. Rob Bernshteyn explains in masterful clarity why the winners in the as-a-service enterprise future will be those who truly engage customers in creating and sustaining measurable business value.”

Phil Waineright, Co-Founder, Diginomica

“There is a new customer contract emerging that Rob Bernshteyn calls value as a service. If your business is not organized around this principle, it is at risk. At MDV and Wildcat Technology Ventures, we invest in companies that use next-generation technology to release this type of “trapped value,” value that cannot be realized because it is trapped inside of legacy processes designed for a prior era. That’s what customers want to buy. That’s what companies like Coupa are committed to deliver.”

Geoffrey Moore, Author of Crossing the Chasm, The Gorilla Game, and Inside the Tornado

"Rob Bernshteyn masterfully explains in Value-as-a-Service that we are going to have to move beyond providing software-as-a-service, we must provide real value-as-a-service, something where you can quantify exactly what you are providing to your customers. At DocuSign, we utilize this concept of value proposition quantification to demonstrate to customers large and small why implementing a Digital Transaction Management System is not only critical to, but should be the first step in achieving a successful Digital Transformation."

Keith Krach, Chairman and Chief Executive Officer of DocuSign, Co-Founder, Ariba

“Rob Bernshteyn’s Value as a Service illuminates the future of business exchange: quantifiable value. Provide it and compete, or offer vague assurances, busy work, and mere customer ‘satisfaction’ on the road to irrelevance. Bernshteyn offers a blueprint for both companies and the individuals they employ to disrupt to a business model focused on quantifiable results that add value and drive success. No more just ‘dialing it in’ to do a job. An exciting prospect for today’s millennials who want to bring their best ideas to the workplace. Bernshteyn’s firm grasp of business realities can be yours. A lively, thought-provoking read.”

Whitney Johnson, Thinkers50, World's Most Influential Management Thinkers, author of critically-acclaimed Disrupt Yourself: Putting the Power of Disruptive Innovation to Work

“In our post-sale, on-demand, attention economy, we no longer live in a world of products or services. Customers seek outcomes and the brand promise is paramount. Value as a service precisely highlights this shift to an outcomes based value approach and Rob provides readers with a pathway to disruption."

R “Ray” Wang, author of Disrupting Digital Business, and Principal Analyst, Founder, and Chairman of Silicon Valley based Constellation Research, Inc.

"Value as a Service offers a useful roadmap to sustainable competitive advantage. Recommended for any leader looking for a path through today’s increasingly turbulent times."

Scott Anthony, Managing Partner, Innosight and author of The Little Black Book of Innovation

"Bernshteyn offers a incisive look into the transition from products to services and the inevitable shift towards quantifiable value. Value as a Service provides a compelling view into how businesses will be measured in the future and a roadmap for how to excel in this new landscape."

Scott Clark, Co-founder and CEO of SigOpt

“Drawing on his extensive business experience, Bernshteyn’s book makes a compelling argument that value as a service isn't just the best way to do business, but the only way.”

Byron Reese, author, Infinite Progress

connect with rob

© 2016 Value as a Service, All rights reserved.