Chapter 7 Sales Distribution & Segmentation Strategies impactful mentorships are formed early on, which further strengthen engagement. In the old world of inside and outside sales, the setup prevented this type of interaction from occurring, let alone developing. How to Segment the Market for Growth Cloud computing has democratized the potential for incredible technology to be purchased by companies of all shapes and sizes. On one hand, this is extremely exciting, and on the other hand, it creates an extremely difficult challenge for growing businesses to figure out how to successfully cover and execute against the market. As you think about developing and evolving your go-to-market strategy, here are some key principles to keep in mind. Market Segment Strategies CBU EBU ESMB CML ESB SMB MM GB ENTERPRISE Definition 1—20 emps 21—100 emps 101—500 emps 500+ (but not 2.000 Named Named Accts.) Accounts Primary Pipe Generation Marketing Pipe Generation and Maturation Pipe Maturation Objective Consistent investment Multiple touchpoints Sustained engagement Critical Success Low-friction trial Local relevance Account and Factors and conversion EBR and AE productivity industry relevance Optimized costs Data for prospecting Field enablement Velocity Seed and grow Heavy reliance on “1-2-3” cadence with Highly targeted and digital marketing launch of integrated account-based Marketing Mix (SEO/M, content campaign, call downs, programs to marketing, website, trials) and calls to action accelerate and close deals By Company Size By Company Size By Account Targeting By Role By Role By Industry By Industry (light) By role / Buying Center Sales SRs, AEs SRs, EBRs, AEs SRs, EBRs, AEs, Participation co-primes Decision-Makers 1 or 2 Multiple Many With Multiple Buying Centers HI VOLUME, LOW TOUCH HI VOLUME, LOW TOUCH