Walling: Moving upmarket requires overhauling messaging, sales, and pricing over months
Rob Walling · TinySeed Tales Season 2 | Episode 4: Being Married and Being Co-Founders · Oct 1, 2020 · at 4:06
Rob Walling advises Gather co-founder Brian on the structural friction involved in transitioning a SaaS product to larger enterprise customers.
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“This is the hard part of that process of going up market, right, is that you have two islands, a body of water in between them, and it's messaging, and sales process, and pricing, and positioning, and all that around going after one person, two person teams, versus a 10 person team, and those are the two different islands, and it's like, can you straddle those islands such that you don't completely, because it takes months, To get from one to the other, to where you do have product market fit and positioning and messaging and pricing for the upmarket folks, for the larger teams that you can charge more, but the whole, all that has to change. And if you just up and changed everything overnight, you would flatline or you would decline, and you're in that process of trying to balance it.”
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