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Latest Analyst Blog

February 18, 2018

The first step in influencing the potential of a technology to impact business outcome is identifying the extent to which technology aligns with or supports executive ‘care-abouts’ of the SMB buyers. Technologies that connect directly to C-level objectives are most likely to obtain support. Techaisle survey data shows that digital transformation is very prominent in executive-oriented IT discussions but influencing the SMB & midmarket IT and non-IT buyer is no cakewalk. Consider these statistics from Techaisle surveys:

  • 72% of SMB IT purchases are triggered by an acute business pain point & number of pain points are increasing
  • 52% of SMBs are facing 5+ business challenges
  • SMB IT Purchase Decision Making Unit (DMU) has grown by 250% over the last decade
  • Average of 5.2 decision makers are involved in technology purchase decisions in midmarket firms & 2.1 in small businesses
  • 43% of IT buyers are millennials
  • SMBs have 7 distinct business processes
  • Channel partner is involved at only 50% decision making stage
  • 70% of the buyer’s journey is complete before first meaningful contact with a potential supplier
  • 17% of SMBs use six or more information sources
  • Average channel partner sales cycle is 7.7 weeks

Where, when and who to influence is a key challenge, especially when digital transformation impacts more than one buyer segment and business process.

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