How should the approach differ for product launches targeted towards large enterprises vs. ones for smaller startups in terms of timeline, activities, metrics?

Answer

3 Answers

Launch Channels Launch Enablement Launch Metrics

Ashley Faus

Atlassian Head of Lifecycle Marketing, Portfolio • 3y

Sales/partner/channel enablement is the biggest differentiator for enterprise-focused vs. startups or SMBs during the launch. I'm coming from a software-as-a-service (SaaS) lens, which means that I have the option to include a variety of self-serve tactics that make it more scalable for smaller companies to get what they need during a launch. Examples include: Product Guides: basic onboarding, core use cases, and templates so that small teams can see fast time-to-value Evergreen articles about p ...Read More

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Sara Rosso

Self Employed | Formerly HubSpot, HP, early hire @ Automattic (WordPress.com, WordPress VIP) • 7y

Having worked on both the B2B and B2C markets, as David above says, the sales cycle length is completely different, and B2B can be weeks or months depending on the product and budget approval needed.

With a startup you might be able to get to the decision maker or budget holder much faster than an enterprise, but depending on the product it might not be an essential buy for them depending on what stage they're in - make sure to factor in what Series / stage the startup is in to your planning.

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Dave Daniels

BrainKraft Founder • 8y

I assume what you mean by your question is would there be a different approach for an enterprise company vs a startup. If this is the case it's a problem of different scale. The readiness coordination (internal) is going to much more complex than with a startup. There are lots of moving parts to consider. With a startup the window is generally shorter and easier to manage (notice I didn't say easy). A rule of thumb I subscribe to is using the average length of the sales cycle to modulate your pl ...Read More

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