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Lays out exactly what breaks in sales, marketing, onboarding and cost structure when you move segment in either direction, which is the honest cost sheet to read before you add an ICP.
Should You Go Upmarket or Downmarket? What Actually Changes in Your GTM When You Do
From Kalungi by Cris S. Cubero 12 min read
- Moving up or down market is a structural change to the motion and cost structure, not a pricing or packaging tweak.
- Upmarket brings finance, operations, security and executives into the deal, so sales is no longer optional and cost to serve rises.
- Downmarket only works if the product carries the conversion; cut price without redesigning onboarding and you add volume while compressing margin.
- A third option founders skip: tighten your ICP inside the segment you already win in rather than moving at all.
