Letting Product Guide GTM Sequencing

Tags

Top Highlights

• Selling to SMBs makes sense for a whole host of well-understood reasons - faster sales cycles, lighter product requirements, founder-led sales, tighter feedback loops, etc.

• Zendesk is extremely successful at employing land-and-expand strategies, but the company has also been fortunate enough to acquire customers such as Twitter, Uber and many others when they were still pretty small

• The SMB marketing team hoovers up businesses of all shapes and sizes, and it’s the responsibility of the mid-market and enterprise sales teams to capitalise on activation rates across the customer base.

• The degree of focus afforded to you by continuing to serve the SMB segment (much more capital efficiently) will lead to compounding returns down the line, as this focus will be most conducive to laser execution on the product roadmap.