The document outlines 5 lessons for software companies scaling their products for enterprise customers: 1) Build foundations to support complex enterprise needs, 2) Choose competitors suited for the enterprise market, 3) Focus on a narrow total addressable market, 4) Leverage product-led growth strategies for enterprise sales, and 5) Balance consumer usability with managing enterprise complexity.

1. Howie Liu
Co-founder & CEO
Airtable
@howietl
Caryn Marooney
General Partner
Coatue
@Carynm650
Scaling for the Enterprise:
Top 5 Lessons on the Upmarket Journey
1

2. Scaling for the
Enterprise: Top
5 Lessons on
the Upmarket
Journey
#1: Build the right foundations
#2: Choose your competitors
wisely
#3: Shrink your TAM
#4: Leverage product led growth in
your enterprise sales
#5: Master consumer-grade delight
AND enterprise-grade complexity

3. #1: Build the right foundations

4. #2: Choose your competitors wisely

5. #3: Shrink your TAM

6. #4: Leverage product led growth in your
enterprise sales

7. #5: Master consumer-grade delight
AND enterprise-grade complexity

8. THANK YOU