Enterprise products must solve the complex, day-to-day problems of the implementers, not just the C-suite buyers. Slack built a dedicated admin dashboard separate from executive-level metrics to serve the critical but often ignored IT admin, whose job is facilitating work for thousands.
Related Insights
Delight isn't just for consumers. Technical B2B companies embed emotional goals into their product values. For instance, Snowflake aims to make users feel like a "superhero," highlighting the B2H (Business-to-Human) principle: end users, even in enterprise settings, have emotional needs.
The need for emotional connection isn't limited to consumer products. All software is used by humans whose expectations are set by the best B2C experiences. Even enterprise products must honor user emotions to succeed, a concept termed 'Business to Human'.
Instead of choosing between diverse user segments, GitHub defines success with extreme clarity. This allows them to treat prioritization like an investment portfolio, allocating dedicated squads to different user needs (e.g., open-source maintainers vs. enterprise admins) to achieve a balanced outcome.
Executives don't care about tactical benefits like 'five fewer clicks'. A crucial skill for modern sellers is to extrapolate that tactical user-level gain into a strategic business outcome. You must translate efficiency into revenue, connecting the dots from a daily task to the company's bottom line.
A platform's immediate user is the developer. However, to demonstrate true value, you must also understand and solve for the developer's end customer. This "two-hop" thinking is essential for connecting platform work to tangible business outcomes, not just internal technical improvements.
A key competitive advantage wasn't just the user network, but the sophisticated internal tools built for the operations team. Investing early in a flexible, 'drag-and-drop' system for creating complex AI training tasks allowed them to pivot quickly and meet diverse client needs, a capability competitors lacked.
Enterprise buyers purchase tools like Slack because employees love using them, not based on clear ROI. This presents a major adoption hurdle for non-viral, single-player products like enterprise search, which must find creative ways to generate widespread user adoption and love.
To create transformational enterprise solutions, focus on the core problems of the key buyers, not just the feature requests of technical users. For healthcare payers, this meant solving strategic issues like care management and risk management, which led to stickier, higher-value products than simply delivering another tool.
