Gr4vy’s Enterprise Pivot: How Reframing Product Positioning Unlocked Enterprise Sales
The hardest part of selling enterprise software isn’t building the product – it’s navigating the complex psychology of stakeholders who might view your innovation as a threat to their existence.
In a recent episode of Category Visionaries, John Lunn, CEO and Founder of Gr4vy, revealed how a crucial pivot in their positioning strategy transformed their enterprise sales trajectory.
The Initial Positioning Challenge
Gr4vy started with a clear value proposition: streamline the chaos of enterprise payment infrastructure. “Every retailer in the world has this payments team or group of individuals that are out there trying to put all the spaghetti together,” John explains. “Everyone’s doing the same thing independently with custom code.”
Their solution was compelling: a tool that could handle payment orchestration without requiring “this big army of engineers and this big payments team.” But this positioning created an unexpected obstacle.
The Psychology of Enterprise Stakeholders
The team discovered a fundamental truth about enterprise sales: those suffering most from a problem aren’t always eager to embrace the solution. “When you’re building a product that could eliminate roles or positions organizations like a payments team, don’t go off and sell to the head of the payments team,” John reveals.
This insight forced a complete rethink of their go-to-market strategy. The product wasn’t the issue – it was how they presented it to key stakeholders.
The Positioning Pivot
Instead of positioning their solution as a replacement for existing teams and processes, Gr4vy reframed their narrative. “We had to definitely really think about how we positioned our product as a tool that will help payments teams move quicker, that will help companies innovate faster, rather than coming straight out and say, hey, we’re going to replace your payments team.”
This shift acknowledged a crucial reality of enterprise sales: stakeholders need to see your solution as an enhancement to their role, not a threat to their existence.
Impact on Growth
The results of this positioning pivot have been dramatic. The company is now “doubling month on month” in transactions and has “tripled in the last quarter” in revenue. But perhaps more tellingly, they’ve achieved this growth by focusing on customer relationships rather than aggressive expansion.
“The rise in volume is not because we’re adding hundreds and hundreds of new clients,” John notes. “It’s because we’re growing with the customers we’ve got today.” This success stems from their approach to customer relationships: “You talk to a Gr4vy customer, they’ll say, Gr4vy feels like it’s part of our team, and that’s by design.”
Beyond Traditional Enterprise Sales
The pivot also revealed a broader opportunity. Rather than just targeting retailers directly, they discovered another channel: “What has changed is we’ve realized that another large part of our client base is the people serving those peoples… rather than selling directly to the retailer, selling to the shopping cart that services the retailer is a different route to get to the same place.”
Lessons for Enterprise Founders
Gr4vy’s experience offers crucial lessons for enterprise founders:
- Position enhancement over replacement
- Understand stakeholder psychology
- Build trust through collaboration
- Look for alternative channels to market
Their journey shows that successful enterprise sales isn’t just about having superior technology – it’s about understanding and addressing the human dynamics that can make or break adoption. As John’s experience demonstrates, sometimes the key to unlocking enterprise sales isn’t changing your product, but changing how you present it to those whose buy-in you need most.
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