Essentials for Selling Software to the Midmarket
In our work at The Midmarket Institute in facilitating collaboration and commerce among midsize companies and the companies that support them, we talk with a lot of midsize companies, their advisors and suppliers. Most suppliers wanting to sell to midsize companies make a fundamental mistake: they think there is one midmarket. What follows is a description of the characteristics of the six types of midsize companies, along with my advice about avoiding the "deadly duo" in selling to midsize companies, and tips for designing go-to-market approaches that are uniquely designed to fit midsize companies. I'll also explain how the midmarket companies themselves are adding to the problem for selling to this market.