SELLING TO ENTERPRISES

Daniel Callahan

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What is “Enterprise”?A

“Business”

A “Fortune 500” Company

Anybody With a Payroll

Not a Consumer

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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

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You Have to Account for the Differences, Along with the Similarities!

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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

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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

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Now What?

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Think of Each Segment Like a Country

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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?

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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?

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Thanks for Watching!Comments?

Questions? Send them to

dcallahan(at)

alum (punto)

mit(punto)

edu