The biggest mistake when going down market

Written By Tom Stearns

One of the biggest unforced errors we see: companies try to go down-market with the same product, same motion, same expectations.

Then act surprised when it faceplants.

If you’re expanding down-market, treat it like a new business:

  • Do the research.

  • Build the version of your product that actually fits.

  • Design a marketing and sales plan for that buyer.
    (Maybe it’s rep-free. Maybe it’s low-touch. Maybe it’s pure marketing-led transactions. But it’s rarely a clone of your existing GTM.)

Bottom line: going down-market isn’t a bolt-on. It’s a rebuild.

Read the comic behind this clip here.

Tom Stearns

Consulting for scaling and struggling GTM Teams.

https://graphicsalesstories.com
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