The biggest mistake when going down market

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.