Many B2B startups initially focus on selling to startups and SMBs. Once the product is ready, they tap into enterprise markets.

For the past two years, Relate has been building a simple CRM and targeting startups. Last year, in the second half, we started to see customers with more complex needs, which led us to expand our product offerings to a full-stack revenue platform for larger teams.

We had many lost deals before closing our first five-figure deal. After that, closing the next five-figure deals became easier.

We organized our internal playbook for enterprise sales for B2B startups. Other B2B startups with similar backgrounds can use this to accelerate their enterprise sales.

What is Enterprise Sales?

Enterprise sales involves selling products to large enterprises, characterized by longer (at least a year) contracts, larger deal sizes, and complex sales processes. It also requires building relationships with multiple stakeholders within customers’ organizations and understanding their needs, workflow, and decision-making process.

Enterprise sales isn't just about explaining key features. It's about emphasizing the value you can deliver by solving the customer's key business problems. It's all about delivering business value.

Why is enterprise sales important for B2B sales teams?

Enterprise sales may not be essential for every B2B sales team due to its long sales cycle and complex process. However, there are compelling reasons why enterprise sales is beneficial for B2B teams.

1. Larger deal size and revenue potential: Enterprise sales involve larger deals, allowing businesses to generate substantial revenue from fewer deals.

2. Opportunities through long-term relationships: By nurturing relationships with enterprise clients throughout their purchasing journey, sales teams create opportunities for upselling and cross-selling. Leveraging existing customer relationships for revenue growth is more effective than acquiring new customers.

3. Enhanced brand credibility: Securing contracts with well-known enterprises bolsters the credibility of your brand credibility, crucial for enterprises seeking trustworthy partners for their procurement needs.

Enterprise sales offer a strategic opportunity for B2B sales teams to drive revenue growth and establish long-term relationships with key clients.

Why is enterprise sales challenging?

Despite the benefits of enterprise sales, it's very difficult to get results. Here are some reasons why enterprise sales is challenging.

1. Long sales cycles: It can take months to years to close a deal, or just to get an initial meeting.

2. More stakeholders: More stakeholders are involved in larger deals, each with different priorities and problems. You'll need to identify and persuade them to get everyone on board.

3. Complex decision-making process: You need to understand your customers' decision-making process and give them what they need at each stage so they can proceed.