Video · 31 min

Scaling for the Enterprise: Top 5 Lessons on the Upmarket Journey with @AirtableApp CEO Howie Liu

Howie Liu · SaaStr AI Free Advanced

Scaling for the Enterprise: Top 5 Lessons on the Upmarket Journey with @AirtableApp CEO Howie Liu

Airtable added a second, much larger segment on top of a beloved first one, and Liu talks through what had to be repeatable before that worked. A useful reality check on whether you are ready or just bored.

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The question it answers

  1. We are winning in one segment. When is it right to add a second ICP, and how do I know we are not just bored?

Read with it

  1. Makes the case that a second segment is something you earn one to two years after your first motion is genuinely repeatable,... Oxx Essay · 16 min read From Fuzzy to Focused: Mastering Your Ideal Customer Profile (ICP) to scale successfully beyond Product-Market Fit Ingrid Bonde Akerlind
  2. Lays out exactly what breaks in sales, marketing, onboarding and cost structure when you move segment in either direction,... Kalungi Article · 12 min read Should You Go Upmarket or Downmarket? What Actually Changes in Your GTM When You Do Cris S. Cubero
  3. Accel India's three tests for a segment (uniformity, enough size, reachability at a sane acquisition cost) are the cleanest way... SeedToScale Insights (Accel India) Article · 12 min read Defining Your Market: Choose the right peak before you start climbing the mountain Accel India
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