Many Australian small and medium enterprises (SMEs) face a pivotal question: should we target other SMEs, or aim higher and pursue enterprise-level clients? It’s a tempting thought – larger deals, greater stability – but a shift towards enterprise requires careful positioning. We see businesses underestimate the differences, and it can be a costly mistake. The key isn’t *if* you can, but *should* you, and how you’ll adapt your marketing to succeed.

Here’s what we advise clients considering this move. Firstly, understand that enterprise sales cycles are significantly longer. SMEs often make quicker decisions, whereas enterprises involve multiple stakeholders, complex procurement processes, and rigorous due diligence. Your marketing needs to reflect this. Content should focus on long-term value, risk mitigation, and demonstrable return on investment – think white papers, case studies with quantifiable results, and executive summaries, not just snappy social media posts.

Secondly, your value proposition needs to shift. SMEs typically prioritise affordability and ease of implementation. Enterprises are more concerned with scalability, integration with existing systems, and security. We often recommend a ‘land and expand’ strategy. Start by solving a specific, well-defined problem for the enterprise, then demonstrate your ability to scale and integrate across their organisation. This builds trust and reduces perceived risk.

Thirdly, consider your brand perception. Enterprises often favour established players with a proven track record. If you’re a relatively new business, you may need to invest in building credibility through industry partnerships, certifications, or thought leadership initiatives. This isn’t about pretending to be bigger than you are, but about demonstrating competence and reliability.

• Focus on solutions, not features: Enterprises care about outcomes, not technical specifications.
• Invest in account-based marketing (ABM): Tailor your messaging to individual enterprise accounts.
• Build a dedicated enterprise sales team: SME sales skills don’t always translate.

Finally, don’t abandon your SME base. They can remain a valuable source of revenue and provide crucial feedback. A dual-market strategy is often viable, but requires distinct marketing approaches and resource allocation. Before making any changes, thoroughly analyse your current customer base, your capabilities, and the competitive landscape. A clear positioning statement, outlining who you serve and the value you deliver, is the essential first step.

To determine if an enterprise pivot is right for your business, we recommend a comprehensive market positioning workshop. This will help you define your ideal customer profile, refine your value proposition, and develop a targeted marketing strategy.