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Director of Enterprise Product Marketing at Amplitude
This is a tough question to answer because this problem isn't all a PMM problem. This problem is also a sales organization problem. An SMB/Mid Market rep isn't an enterprise rep. A sales leader who only has managed SMB/Mid-market isn't an enterprise sales leader. However, you inherit what you inh...more
Founder & Chief Marketer at Trusted CMO - www.trustedcmo.com
Pricing and packaging need to be rethought and tested. Also, the velocity factor (e.g. slower sales cycles) will come as a shock to the reps that haven't sold to the enterprise. Also, depending on pricepoint and how much budget and power the key buyer has, sales enablement might need to support d...more
Head of Product & Content Marketing at Mixpanel
It’s exciting that your company is making the shift up-market! The first question to ask is whether you have the right people in place to sell into enterprises. Promoting the best people on the mid-market team is highly risky, although that decision is usually outside the purview of product marke...more
Head of Product Marketing, Jira Align at Atlassian
Some of the big differences you will see include: * Longer sales cycle * A bigger group of buyers and influencers * More focus on security, certifications, and customer proof The main change is to incorporate additional personas in the sales cycle which will include new messaging and positio...more
Vice President, Global Enablement at Salesforce
While there are some common themes regardless fo the segment, there are some unique things down market: - Volume is much higher - reps have a 1000s of accounts versus handfuls so productivity is harder - Value selling is different - most buyers in those segments, especially SMB, won't have time...more
Head of Marketing at Transform
As you go upmarket, third-party influencers become crucial in the sales process—specifically, analysts such as Gartner and Forrester. Enterprises are lower tolerance for risk, and they can lean heavily on the magic quadrant or the Wave placement while making buying decisions. Your enterprise sale...more
Sr. Director, Product Marketing at HubSpot
Great question! Core things to keep in mind:  1. You will be selling to a committee, versus one person/one core contact 2. Due to that, you'll want to really understand the composite of that committee: what are their roles, what are their pain points and objections. Moving upmarket means coming...more
VP Product Marketing at Medallia
I am assuming here that you have already created stories/collateral that will be required to sell into the enterprise. FWIW, here is a framework I use to develop stories - https://www.linkedin.com/pulse/20141028002202-1469522-product-marketing-in-three-words-part-i/, but happy to drill down with ...more