In this piece, Reforge alum Bela Stepanova, the Director of Product at Box who started Box's first growth team, walks us through how consumer growth strategies can be applied to grow enterprise products. ----- Growth is no longer just for B2C and consumerized B2B companies - if you’re building an enterprise product and you’re not thinking about growth, you should be. Most people think “growth” isn’t relevant for enterprise. As a result, companies end up building complex products to satisfy a list of requirements from IT buyers that leave end users frustrated and looking for a “better mousetrap.” As large enterprises transition to SaaS products, this outdated approach leaves the doors for product disruption wide open. While product disruption in this space has been slower than in consumer and high volume SMB due to built-in defensive moats around contract structure, technical integrations, and brand, it’s now starting to happen faster. Think Salesforce, Box, and now Slack as it expands upstream towards enterprise. To unpack the dynamics behind this shifting enterprise landscape, I’ll walk you through the following in this post: - How user experience and growth is changing the enterprise game - How to customize the user funnel for enterprise - The 4 pillars of enterprise growth and how to align them with consumer growth strategies As this wave of change accelerates, some enterprise companies will hunt down the opportunities for growth embedded within the shifting landscape, while others will bury their heads in the sand until it’s too late.
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