Randy Wootton

um just to be clear sorry you putting yourself in market or enterprise no we're enterprise yeah yeah we're enterprise so the mid-market space what you struggle with is if you're selling a complicated enterprise solution with uh what requires a lot of implementation is people they like the idea they get into it but then they can't fully commit to changing the way they're doing marketing um or they can't support the ongoing change management required to enable it so i think

When you're Google and you're live in five with a search solution, they probably have small, medium-sized business and mid-markets that use them all the time.

When you're doing an enterprise software sale trying to sell in the mid-market, it's just mismatched with what the mid-market buyer wants.

Yeah, we look below six months on CAC.

I would describe it as one of the areas where we're investing, coming in and pivoting and focusing on B2B marketing more specifically.

Let me put it this way.

There's a different way of running an enterprise software sales motion from a mid-market play.

It's inbound leads.

It's qualification.

It's sales funnel.

What I tell my team is enterprise sales is about focus.

It's sales cylinder.

So, you identify the set of verticals you're going to go after.

You build the set of playbooks and you execute those very specifically against a target account list.

You use tactics such as account-based marketing.

You use events.

We do a lot of events and people are welcome to come to our website and check it out to learn more because we're creating a category and educating people, helping to educate people about the challenge and what's possible.

That's a different deployment of capital under CAC than if you're doing mid-market, trying to drive leads and do the demand gen.

So, I think it's more around, again, all of your systems investments need to be aligned with your go-to-market strategy.

We're going after enterprise customers.