Should you sell one big contract to a single customer or lots of smaller contracts to many customers? It’s easy to make an argument for either. Selling to a single, large account means fewer sales cycles and fewer customers to support on an ongoing basis. Selling to small accounts, though, reduces the risk that a churned account could prove a material hindrance to growth.
It has long been received wisdom in venture capital that B2B startups should move upmarket as they grow. The idea is that as startups build their product or service, they can take on increasingly larger customers.
Sure, this can lead to revenue concentration, which can, in some cases …
