How do you think about the differences between "enterprise" product marketing and SMB or mid-market?

The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enterprise," defined as more established companies like (P&G, etc.), would like to know how you will help them succeed with your software.   So this means services, solution partnerships, and etc. The other two differences are pricing and packaging and multiple persona messaging. Enterprise like to buy with scale and with value, ...Read More

I love this question. Fundamentally going to market for enterprise vs SMB/mid market requires a difference frame of thinking. 1. Buyer Personas: Enterprise: Decisions involve a complex buying committee with diverse roles (C-suite, IT, procurement, end-users). Prioritize proven solutions, established vendors, and robust security/compliance features. Require extensive due diligence, proof of concepts, and negotiation. SMB/Mid-Market: Often involve fewer stakeholders, with a primary decision-maker ...Read More

In general, the biggest differences are the price of the software, the level of buyer, the length of the sales cycle, and the complexity & sophistication of the sale. With SMB or mid-market software, sales cycles are usually shorter and product marketing tends to be more demand gen-oriented. It's common in these organizations for product marketers to "wear a lot of hats." With enterprise software, the buying decision is usually longer, higher level, and complex. There's a lot more of value-b ...Read More

High touch vs. low touch. Buying committees versus single buyers. 7-figure multi-year deals vs. 3-4 figure monthly credit card swipes. Those are some of the differences, not to mention the additional hurdles of procurement teams, security reviews, legal reviews, and at least one executive sponsor who has never used the product. So what do you do as a PMM? Well, for enterprise PMMs, you focus on equipping your champion to sell internally because there are going to be 5, 10, 20 people you never me ...Read More

The core difference isn't just deal size or complexity — it's that enterprise PMM requires you to influence a much longer chain of people and decisions before anything closes. That changes almost everything about how you do the work. The buying motion. SMB and mid-market buyers often make decisions quickly, sometimes in a single conversation, with one or two stakeholders. Enterprise involves a buying committee: champions, economic buyers, legal, security, procurement, and often multiple exec spo ...Read More