What are the key differences between enterprise PMM and mid-market?

Enterprise Product marketers really need to be able to understand the long, and complex sales cycles that Enterprise deals take. In addition, they need to understand all the additional nuances that come with large companies. Larger companies are generally public, and have to adhere to many more regulations and complex company policies to protect themselves, their customers and shareholders, and their own employees. Because of this, they’ll demand more features, and understanding of how your comp ...Read More

One of the key areas of differentiation is the buying group involved with a larger organization which typically lengthens the sales cycle. It’s critical to understand who are the key players in your buying group at an enterprise level organization. You’ll likely need to build business impact messaging and content for executives/c-suite in addition to the economic buyer and end user as enterprise sales motions typically require senior leadership review and input. Enterprises also usually require ...Read More

Many organizations mistakenly believe that simply adding sections on security, integrations, and compliance to their messaging qualifies as “Enterprise Product Marketing.” While these elements are essential pillars for communicating with enterprise clients, they alone are insufficient to secure enterprise business. Winning enterprise customers requires a comprehensive strategy rather than a straightforward sales approach. Enterprise PMMs cannot rely on a single presentation or a universal proces ...Read More

What's defined as "enterprise" and "mid-market" differs in many companies. Generally, sales leadership works with the executive team to segment which size customers they go after such as small businesses (say, under 150 employees), medium-sized (say, 150 to 2,500), and enterprise (say, 2,500 and up). As you know if you've worked in differently sized companies, how those companies operate — from 150 employees to 10,000 employees — really evolves. For example, in a medium-sized, 700-person company ...Read More

The surface answer is: longer sales cycles, bigger buying committees, more complexity. That’s all true. But I think the more useful answer is that enterprise PMM is not just a scaled-up version of SMB or mid-market PMM. It’s a different craft for a different motion. In SMB or mid-market, you are often marketing to the person who will actually use the product, or their direct team will. They can try it, see the value, and make a decision relatively quickly. So the messaging can often focus on eas ...Read More

Jeremy nails the core insight here: enterprise PMM is not mid-market PMM with a compliance section bolted on. Having worked both motions across Microsoft, Salesforce, Tableau, and now UiPath, the difference is more fundamental than most people realize. It comes down to who you are actually marketing to and how decisions get made. In mid-market, you are often marketing to the person who will use the product. The buyer and user are frequently the same person, or close enough that a single narrativ ...Read More