Building an SMB Presence Powerhouse: A Conversation with Sharon Rowlands

SMB website builders continue to expand. Through a combination of feature launches and acquisitions, the thought is that a broadened bundle can be more competitive in a maturing market. It also engenders economies of scale and recurring revenue, as a broader bundle creates deepened SMB relationships.

This recently includes Automattic and GoDaddy,  not to mention adjacent services moving into websites like Constant Contact. But one player has been exercising this expansion play for years: Web.com Group. The SMB-focused website builder continues to assemble a “family of brands” for adjacent services.

To go deeper on this principle, and other success factors like saying “no” to some customers, we interviewed CEO Sharon Rowlands. Coming off the Frost & Sullivan 2019 North American Customer Value Leadership Award, we wanted to know what best practices are at play. Here’s what we found out…

On the challenge of growing a company that’s already operating at scale, aligning several sub-brands, and goals moving into 2020…

 

On consolidating and aligning several SMB capabilities to go to market with a unified message and cohesive bundle…

 

On the challenge of maximizing addressable market across several SMB verticals, yet having focused products that meet the unique needs of each… 

 

On achieving customer retention, including comp structures that incentivize salespeople for recurring revenue… and tech integrations that empower them to do so… 

 

On saying “no” to some customers, including those that are a resource drain or have sub-optimal unit economics, in favor of smarter yield optimization… 

 


We’ll be back with more executive interviews including the full video discussion with Rowlands. Stay tuned.

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