For enterprise and mid-market SaaS, is there a recognizable turning point or do you just slowly realize that your sales and marketing are working?

For me, the turning point for knowing enterprise sales is working is when you get the third one of a category.

  • It took us 18 months to close Google, then 6 months to close Facebook … then 90 days to close Twitter.
  • The same with Aetna, then Cigna, then UnitedHealthcare, etc.
  • British Telecom, Comcast, TimeWarner Cable, etc.

Sales cycles are long or at least longer in the enterprise. But once you get the third big or bigger customer in a segment or category or vertical, you start to know the cadence. By then, you know the objections, the issues, and the needs. And critically, you can start to plan around that longer sales cycle.

And more effectively create a target list and get outbound, ABM and marketing going on closing the rest of ‘em!

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Published on May 21, 2018

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