Summary
During an economic downturn, all companies exhibit conservative technology buying patterns, not just small and medium-size businesses (SMBs). Consequently, many go-to-market models built for SMB tech buyers now apply to larger enterprises as well. Vendors need to reassess their go-to-market strategy across the board and realign their models, investments, and messaging to a market that increasingly exhibits SMB-like attributes of responsiveness to personal relationships, turnkey solutions, and low cost.
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