4 Product Challenges to Overcome When Scaling to the Enterprise Market

If you’re not targeting enterprise initially, many B2B SaaS companies (if they’re successful) will eventually move up-tier to larger companies. It’s only natural since the margins and revenue are undeniably attractive as you increase the average contract value.

But this isn’t an article about sales, it’s about product. First, before we get to scaling for the enterprise, let’s set the context as to how a product finds product/market fit. Once you get your first customers, you have to experiment with messaging, brand, and product features as you find who your best customers are, and which aren’t so great. And if you’ve set up your product well then you’ve likely designed for growth, established a strong messaging framework, and created a scaleable brand.

But once you make the shift to the enterprise, a lot of these decisions and frameworks get tested. Climbing the proverbial ladder to larger customers creates new challenges for product that can catch many founders by surprise:

1. Messaging doesn’t resonate with a new buyer.

2. Feature requests get more demanding.

3. Marketing activities evolve.

4. Product demos require more effort.