The "Consumerization" of Enterprise

Slack, Dropbox or Zoom have applied specific strategies to win customers – tactics that resemble those of consumer companies rather than enterprise firms.

The go-to-market playbook for early-stage B2B founders:

• Taking a consumer approach to enterprise
• Product positioning through category-creation
• Generating repeatable and non-associated revenue (e.g. “crossing the penny gap”)
• Building a strong sales organization