Enterprise deals are won with strategy, not spam. Here's how to approach the largest accounts.
Enterprise vs Everything Else
Multiple stakeholders (5-15 decision-makers), long sales cycles (6-18 months), complex buying processes, higher stakes.
What works: Account-based approach, multi-threading, executive alignment, patience and persistence, credibility at every touchpoint.
Account Selection
Not every company is worth enterprise pursuit. Criteria: Deal size potential ($100K+), strategic fit, winability, research availability.
Account Research
Go deep: 10-K filings and earnings calls, recent news, leadership changes, strategic initiatives, technology stack, competitive landscape. Time investment: 1-2 hours per target.
Stakeholder Mapping
Identify: Economic buyer (who signs the check), Champion (who sells internally), Technical evaluator, End users, Potential blockers.
Enterprise Email Frameworks
The Executive Approach: "{{firstName}}, noticed {{company}}'s focus on [strategic initiative from 10-K]. We've helped [peer company] achieve [relevant outcome]. Worth 20 minutes?"
Multi-Threading Tactics
Engage multiple contacts simultaneously. Mention you're also speaking with others. Reference conversations across contacts. Use different value props for different personas.
Patience and Persistence
Enterprise deals take time. Maintain regular touchpoints, try multiple entry points, use multiple channels, stay top of mind over months.