The consumerization and developerization of B2B
Dropbox is the fastest SaaS company to $1B in revenue run rate with 600+ million users. This is just an example showing that companies are adopting software in a completely different way in recent years – we have individual users/developers picking out products that they want to use, and then it eventually spreads inside the organization.
This is the engine that powers Dropbox, Slack, Asana, and many other new companies. It brings together all the growth levers: Viral growth, performance advertising, consumer growth techniques – but also inbound marketing, enterprise sales, etc., etc.. It’s a great trend that brings together folks with consumery backgrounds (like myself!) and my colleague Martin Casado (prev Nicira, acquired by VMWare).
There’s a spectrum that goes from Atlassian (all self-serve, no enterprise sales team) all the way to a traditional enterprise company like Oracle. Startups have to choose where they want to play, and what organization they want to build. A lot of interesting nuances here.
Today, I want to share a new podcast on When Organic Growth Goes Enterprise – this is a podcast that includes Martin and myself, with DocSend CEO and co-founder Russ Heddleston, in conversation with Hanne Tidnam.
(I’ve previously been interviewed on the Andreessen Horowitz podcast – you can subscribe here. My previous one was a two-part series on the basics of thinking about growth, from acquisition to engagement.)
Questions we talk about:
- What exactly does more bottoms up growth for enterprise look like?
- How does organic growth map into the direct sales model we traditionally see in enterprise?
- How does it affect company building overall?
- What changes in how we evaluate growth
- How can those two different models work best together?
(Transcript coming soon!)
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