When you’ve already unlocked growth in the enterprise, the only thing to do is to keep going upmarket, right? Wrong. So when Travis Kaufman's (VP of Product Growth at Gainsight) team noticed their data showed a huge drop off (read: huge potential) in the small business segment of their lead funnel, they decided to make their first attempt to go downmarket with a free offering. On this episode of Growth, learn how Travis and his team moved quickly, structured their downmarket experiment, chose the levers, got the rest of the company aligned behind them, and kicked off their journey downmarket.