Enterprise vs. SMB Sales: Why Your GTM Motion Needs Different Approaches

Trying to sell to Fortune 500s the same way you sell to startups is a recipe for failure. Each segment demands fundamentally different approaches.

The Core Differences

Enterprise - **Decision makers**: 6-10+ stakeholders - **Sales cycle**: 6-18 months - **Deal size**: $100K+ - **Process**: Formal procurement, security reviews - **Relationship**: High-touch, consultative - **Risk tolerance**: Low—they need proof

SMB - **Decision makers**: 1-3 stakeholders - **Sales cycle**: Days to weeks - **Deal size**: <$25K - **Process**: Informal, fast-moving - **Relationship**: Efficient, self-serve options - **Risk tolerance**: Higher—willing to experiment

Enterprise GTM Motion

Outreach Strategy - Multi-threaded (reach entire buying committee) - Account-based (coordinated marketing + sales) - Reference-heavy (case studies, logos) - Long-term nurture (6+ month sequences)

Team Structure - Named account AEs - Solution engineers for technical validation - Customer success involvement early - Executive sponsors for key deals

Content Needs - Industry-specific case studies - Security documentation - ROI calculators - Implementation guides

Success Metrics - Account penetration - Multi-stakeholder engagement - Deal velocity by stage - Logo acquisition

SMB GTM Motion

Outreach Strategy - High volume, efficient - Product-led where possible - Quick time-to-value messaging - Shorter, punchier sequences

Team Structure - Volume-focused SDRs - SMB AEs handling full cycle - Scaled customer success - Self-serve support options

Content Needs - Quick-start guides - Comparison pages - Pricing transparency - Easy trial experience

Success Metrics - Volume of meetings - Trial-to-paid conversion - Time to close - CAC efficiency

Building Both Motions

Separate teams vs. hybrid? Most companies benefit from dedicated teams once they have: - 2+ reps per segment - Distinct ICPs - Different product/packaging

Shared resources Some things can span segments: - Marketing automation - Data/research platforms - Training programs

Where to invest Enterprise: people and relationships SMB: process and technology

The Prospectory Flexibility

Our platform supports both motions: high-volume automation for SMB and deep research + multi-threading for enterprise accounts.