Articles by Martin Casado
- On Combining Bottom-up Adoption AND Enterprise Sales
Martin explains that while it is actually pretty rare for a company to have a very successful, 100% bottoms up motion, it is also increasingly difficult to rely solely on enterprise sales due to changes in enterprise buying behavior. Many startups therefore try to juggle both bottoms up and enterprise sales, but this can be difficult as the two processes can conflict with each other and impact product, marketing, and sales. The thread advises startups to assume they will need sales, target users or verticals that can pay, figure out the bottoms up motion, ensure the average contract value (ACV) covers both bottoms up and direct costs, and avoid developing two separate or conflicting motions.