This year, as many businesses’ ambitions and forecasts recede, and their goals pivot, that term rings hollow.

When times are good, many B2B products are considered mission-critical. It’s going to be a bumpy ride, especially for mid-market companies whose pockets aren’t as deep as their enterprise counterparts. Contracts are up for renewal, and renewal decisions will be heavily scrutinized. Now, the next cohort in line for the shock of the downturn are the B2B technology vendors whose products and services keep those high-profile tech brands running. In just the first four months of 2023, high-profile technology brands laid off nearly 170,000 employees. When executed with a spirit of partnership and empathy, plenty of hard work, and a little improvisation, mid-market tech vendors can keep more of the customers on whom their future growth depends. This article discusses three strategies that will help you save your accounts. When the risk is widespread, and customers’ emotions are running high both personally and organizationally, it takes far more. In the best of times, it takes a lot to save accounts that are at risk of churning. In the long-term, however, these approaches can lock a mid-market business, whose brand may be less well-established than a larger enterprise, into a race to the bottom. As a mid-market technology vendor, you might be considering aggressive discounting, or cutting your own costs to the bone. Value is now measured carefully against changing business goals. This year, as many businesses’ ambitions and forecasts recede, and goals pivot, that term rings hollow.

The bone tree review