Girish

In about 2015, we decided that we wanted to move more upmarket.

We were beginning to see a lot of churn.

But you'll see that for the two years from 2015 to 2016, nothing happened.

Nothing really changed.

We stayed largely an SMB business.

Every single effort, every single attempt that we had to try and move upmarket didn't work.

Something changed in 2017 and 2018.

This is where we actually figured out a rhythm of what needs to happen.

And that's when we actually, you can see our growth rate increased drastically as we started to move more and more upmarket.

And what I'm going to share here is the things that actually worked for us and the things that didn't work for us as we were doing this thing.

Right.

The first thing that we need to know as you're going upmarket from an SMB business is you need to know where you're going, else you're going to bleed cash.

And, you know, Luke earlier spoke about camping out at your customer's place.

And I think that's a great insight.

And that's the first thing that I would really, really ask the people here to understand what

Is it that your upmarket customer is really looking at?

They will look very different than your downmarket or your SMB customers.

And you need to understand that very well.

You need to throw away your SMB playbook when you're basically doing this thing.

Especially the standard SMB playbook of coming up with ideas, throwing it out in the market, seeing how it works, experimenting, and then learning from it doesn't quite work when you're moving up market.