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SELLING TO ENTERPRISES
Daniel Callahan
www.linkedin.com/in/danielcallahan 2
What is “Enterprise”?A
“Business”
A “Fortune 500” Company
Anybody With a Payroll
Not a Consumer
www.linkedin.com/in/danielcallahan 3
How Many Enterprises Are There?
1.8K
22.5K
95K
2.2M
2.8M
2004 Data from US Bureau of Census
5K+
1K – 5K
100 – 1K
5-100
Under 5
Number of Firms in Each Size Category
Number of Employees in the Firm
www.linkedin.com/in/danielcallahan 4
You Have to Account for the Differences, Along with the Similarities!
www.linkedin.com/in/danielcallahan 5
Segmenting the Enterprise Market… Like This
1.8K
22.5K
95K
2.2M
2.8M
2004 Data from US Bureau of Census
5K+
1K – 5K
100 – 1K
5-100
Under 5 “SME” Segment
“Big Enterprise” Segment
www.linkedin.com/in/danielcallahan 6
Segmenting the Enterprise Market… or Like This
1.8K
22.5K
95K
2.2M
2.8M
2004 Data from US Bureau of Census
5K+
1K – 5K
100 – 1K
5-100
Under 5
“SME” Segment
“Big Enterprise” Segment
“Sole Proprietor” Segment
www.linkedin.com/in/danielcallahan 7
Now What?
www.linkedin.com/in/danielcallahan 8
Think of Each Segment Like a Country
www.linkedin.com/in/danielcallahan 9
Questions to Guide Your Go-to-Market StrategyWhat are the Problems Faced?• Match of product against problem• Product positioning and messaging
What are the Buyer Personas?• Messaging directed at Users, Choosers, Specifiers, Purchasers
What is Purchase Process?• Estimated sales cycle length• Need for demo’s, pilots, reference accounts, etc.
What is Route to the Customer?• How to cost-effectively reach prospects in this segment?
www.linkedin.com/in/danielcallahan 10
Assess, Plan, Execute, React What are the Answers to these
Questions Telling You? What Actions are Implied? Do You Have What You Need to Achieve
Your Plan? How’s the Plan Working? Time to
Regroup?
www.linkedin.com/in/danielcallahan 11
Thanks for Watching!Comments?
Questions? Send them to
dcallahan(at)
alum (punto)
mit(punto)
edu
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