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Pivoting to a Smaller Audience Segment

What do I need to shift to sell into a SMB market

When b-to-b organizations that have historically sold their offerings to enterprises shift to targeting smaller buyers, they must review and revise their whole approach – from the products themselves, personas and go-to-market strategy to the pricing and packaging, sales model and enablement. SiriusDecisions helps b-to-b leaders develop their strategy while considering the new buying centers’ unique needs, usage patterns and preferences.

Let Our Research and Advice Guide You

Identifying and focusing on the right priorities is vital to the success of this type of transformation. These areas of focus are the building blocks of successful implementation. Here are our recommended initial priorities for this transformation:

Channel Marketing Strategy and Planning

Customer Understanding

Demand Program Design, Planning and Execution

Go-To-Market Strategy

Marketing Reporting and Measurement

Pricing and Packaging Strategy

Key Issues

Issue One

Are you struggling with understanding this buyer and how to create demand in this segment?

Issue Two

Do you have the right sales processes to target the SMB market and the right recruitment, training and compensation in place to ensure sellers are productive?

Issue Three

Do you have channel partners that can help you sell into the SMB space? Are your partners armed with the resources they need to approach the new type of customer?

Issue Four

Is your product priced and packaged for higher volume, transactional-type buying?

Issue Five

Do you have the marketing machine to build inbound demand and move toward becoming more digital?

Desired Outcomes

Increased percentage of engaged and penetrated SMB target accounts

New pricing and packaging for the SMB market that is on point with buyer needs

Improved sales and marketing outreach to the SMB account and higher volume of marketing-sourced inbound leads

We Can Help

SiriusDecisions helps clients solve their business challenges through a retainer-based subscription to b-to-b research with access to benchmark data and experienced practitioners. In the context of this transformation, we suggest supplementing your subscription with onsite strategy sessions and workshops. We start with an assessment of your organization’s capabilities and readiness, then provide integrated consulting and workshops that accelerate adoption and transfer knowledge throughout your organization.