Situation
An enterprise tech company wanted to expand into the SMB market—but their existing product and business model were built for large-scale enterprise deals. To scale down without losing value, they needed a fresh strategy, clear execution plan, and internal alignment across product and GTM teams.
Action
Keenan Reid placed a fractional strategy executive—whose career has focused on scaling products and partnerships for the SMB market—to power the effort. Embedded with the client for over a year, she guided the design and launch of a right-sized offer and transaction model.
Working across teams, she guided the team to:
- Define the ideal SMB customer experience
- Align product, engineering, and GTM teams around a unified platform and pilot strategy
- Design offer monetization and a transaction model tailored to SMB payment needs
- Develop clear business requirements for the engineering team
- Coached internal leads to secure executive approval and move the initiative into pilot
Results
The strategy and platform design were approved, and the client secured funding to build and launch a year-long pilot. The pilot put the new transaction platform into motion and enabled the first sales of the scalable SMB offer.
