Are You Selling to the Wrong Customers?
March 16, 2023
by an investor from Harvard University - Harvard Business School in Toronto, ON, Canada
Among the countless strategic decisions that software CEOs must make, the decision of which end markets to serve doesn’t seem to command the time, attention, and level of thoughtfulness that it probably should.
More specifically, substantially every small or medium-sized software company must answer the following two questions:
(1) Should I sell to SMBs or to larger enterprises?
(2) Should I sell my product into a single industry vertical, or multiple industry verticals?
Though these are not the only questions that software CEOs must answer with respect to the markets that they serve, they tend to be among the most important and most frequently posed ones.
The purpose of this week's blog is to directly address both of these questions:
from IESE Business School in Philadelphia, PA, USA
from University of Pennsylvania in Los Angeles, CA, USA