B2B Sales Teams Can’t Afford to Ignore Midsize Customers

Many large, multinational companies fail to reach and profit from middle-market customers. Yet the opportunity is enormous: In the U.S. alone, middle-market companies purchase more than $6 trillion a year in goods and services. Sellers with a big middle-market customer base can grow along with their clientele. The fundamental problem is that many multinationals don’t have a full-fledged strategy for selling to midsize companies, as they usually do for sales to enterprise and small business clients.