How does partner GTM vary when targeting enterprise vs small biz customers?

The size of your target customers influences the types of channels you lean into with your communications and the motion of each. The question to ask yourself is: where are your customers showing up, what does it take to convince them to use your product (or take the action you want).

GTMs targeting enterprise customers would require:

• more thorough Sales enablement, one that is perhaps segmented for each persona at an enterprise who are decision makers versus influencers versus users. 

• potentially showing up at industry events, where your target enterprise people are attending. Or throwing events to celebrate the launch of the product itself, and invite these enterprise people.

• white papers demonstrating the thought leadership of your organization on topics related to the product that is launching. Using these to supplement your paid social or search ads, and email. These are far more effective in driving adoption with enterprise customers.

The list of example channels and motion goes on. For small businesses, you would simply tailor the channels and motion based on where these folks are showing up, and what their decision making criteria looks like.