You are the PM for a cloud-based business phone and contact center platform focused on small and medium-sized businesses. The product has strong top-of-funnel interest, but many SMB accounts do not fully activate core calling workflows after signup, and expansion into additional seats and add-ons is inconsistent. Leadership believes the SMB segment is strategically important because it has faster sales cycles and lower implementation complexity than larger accounts, but the segment is also more price-sensitive and has less time for setup. You have been asked to define how the product should better serve SMB needs and unlock sustainable growth.
How would you approach growth for this SMB segment, and what product direction or feature investments would you prioritize to improve activation, retention, and expansion? Explain how you would decide where the biggest unmet user need is and what trade-offs you would make.