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Enterprise Is Dead

When I interview executives, or talk to go-to-market leaders, or investors, or basically anyone who thinks of themselves as a master of the business universe, I always struggle to articulate Sentry's approach. We're an enterprise technology company, except we have more than 50,000 paying customers.

I talk a bit about this in my recent post ( You Suck at Marketing), but particularly in Sentry’s case it means we spend a lot of time and money on ensuring developers know we exist. As a practical example, instead of investing 25% of our headcount in SDRs (the role which generally does cold outbound sales), we spend our time on community presence, on field marketing (events), on brand plays (thought leadership in some circles). Going beyond that, we expand both the TAM as well as our ability to capture that funnel through our approach to self-hosted Sentry, as well as our free cloud offering (for hobbyists) and other sponsorships (to students and open source projects).

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