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Differentiating between Small and Medium Businesses (SMB) and Enterprise, or larger companies, is vital. You’ll need to find and hire different types of sales reps, specifically to sell into the Enterprise since enterprise sales are more challenging and typically take longer than selling into an SMB.
Few people have more experience with this move than Linda Lin , Director of CustomerSuccess at the revenue intelligence platform Gong. Moving upmarket means larger customers and higher revenue, but it’s not without its challenges. For Linda, it all comes down to your approach to customersuccess.
I think the annual planning process that we actually ended up running was pretty similar to every other one we had run, but it was a couple months after we had just really deeply understood what it was people were using Segment for today and what they wanted to be able to rely on it for at a bigger, more enterprise-ready scale.
How to efficiently collect feedback from customer-facing teams? As your company grows, the customer facing teams (sales, customer support, customersuccess,…) are growing and the number of questions flowing to the product teams is growing: Is it possible to do this? How is it working? When are we going to do that?
You always have to build more relationships within the customer organizations Gong, as an example, started as an SMB platform and went to Enterprise. You also need dedicated resources across your organization — marketing, customersuccess, product, legal, and finance. The lesson learned?
While most everyone I knew scratched their head at the enterprise-focused Workday acquiring a more SMB-focused Adaptive, Workday has done a good job simultaneously leaving Adaptive alone enough to not disturb its core business while working to get the technology more enterprise-ready for its customers.
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