Yogi Berra’s insight about popular restaurants could equally apply to selling to small businesses. There are just too many of them. In fact, according to the US Small Business Administration’s Office of Advocacy, in 2021 there were 32.5 million small businesses. That is 99.9% of all businesses. Most marketers focus on selling to the 0.1% of organizations that are large, typically categorized as those with over 500 employees. The SBA estimated in 2020 that there were 20,139 large businesses in the US.
