• DIGITAL TRANSFORMATION

    DIGITAL TRANSFORMATION

    US Midmarket Digital Transformation Trends
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  • SAAS TRENDS

    SAAS TRENDS

    US SMB & Midmarket SaaS Adoption Trends
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  • IT MATURITY SEGMENTS

    IT MATURITY SEGMENTS

    US technology adoption trends by SMB IT sophistication
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  • BUYERS JOURNEY

    BUYERS JOURNEY

    Understanding SMB & Midmarket Buyers Journey
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  • CLOUD STUDY

    CLOUD STUDY

    SMB & Midmarket Cloud Adoption Trends
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  • SECURITY SURVEY

    SECURITY SURVEY

    SMB & Midmarket Security Adoption Trends
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  • MOBILITY SURVEY

    MOBILITY SURVEY

    SMB & Midmarket Mobility Adoption Trends
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  • IOT STUDY

    IOT STUDY

    SMB & Midmarket IoT Adoption Trends
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  • FEATURED INFOGRAPHIC

    FEATURED INFOGRAPHIC

    2017 Top 10 SMB Business Issues, IT Priorities, IT Challenges
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Techaisle Blog

Insightful research, flexible data, and deep analysis by a global SMB IT Market Research and Industry Analyst organization dedicated to tracking the Future of SMBs and Channels.

SMB market is not a monolith – 32 percent are in Advanced IT sophistication segment

  • ‘The’ IT market is comprised of many segments: large enterprises act at a different pace than SMBs.
  • The ‘run rate’ revenue in the IT industry is attributable to products that are mature, accessible to buyers in all segments.
  • In many cases, the IT industry focuses on new product categories (e.g., IoT) appealing to sophisticated buyers as growth drivers.
  • For the most part, adoption begins in large accounts, and ‘filters down’ into SMBs over time.
  • Techaisle research demonstrates that the SMB market is not a monolith – and provides the insight needed to understand advanced IT adopters within the SMB community. And trend analysis serves as an important illustration of the impact that IT’s relentless progress has on different buying segments within SMBs

IT products are often described as having ‘a market’ – but ‘the’ IT market is comprised of many segments, each of which has its own approach to IT adoption. Some industry sectors (e.g., aerospace) tend to move faster than others (e.g., retail); large enterprises tend to adopt technology earlier than SMBs; and different countries and regions invest in new technologies at different rates.

Unless/until they are supplanted by new solutions, mature IT products (e.g., printers, desktop computers) are acquired at about the same rate by all buyers: large enterprises, SMBs, and various industries all have well-defined needs and acquisition patterns for these technologies. These technologies generate the majority of ‘run rate’ revenue in the IT industry.

When IT industry growth opportunities are discussed, the focus often turns to earlier-stage technologies – witness current enthusiasm over IoT, analytics/Big Data and cloud. Sellers of these technologies tend to focus on advanced segments (large accounts, particularly in leading-edge industries). SMBs are generally viewed as a secondary market. 

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Influencing the SMB non-IT C-level buyers requires careful marketing mix

Over the past decade, there has been an explosion in the number and types of information sources available to SMB IT and business decision makers. It is no longer the case that these ITDMs and BDMs can be moved predictably through a process that starts with an initial inquiry and progresses through education to qualification and to a sale. Instead, technology buyers are increasingly self-educated and make contact with a supplier, not with an initial inquiry, but with a fully-formed request.

Techaisle’s survey of 1120 US SMBs, 360 on Balance of Authority: decision cycle, shows that SMBs engage with IT supplier at 50% decision stage. In fact, worst still, the IT supplier’s and channel partner’s role begins in when price, deployment & support are the only points left to discuss.

Techaisle’s corresponding survey of 1246 US SMBs, Influencing the SMB buyers’ journey, shows that “Campaign marketing” has become a relic of an earlier age, replaced by a content marketing brew combining “thought leadership” (to engage new prospects) and ‘digital discovery’ (to ensure visibility for the thought leadership).

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Approaching the SMB with IoT solutions – internal primary deployment leaders

How should suppliers looking to target SMBs with IoT solutions set their strategies? Techaisle believes that strategy starts with the buyer, which in this case, means understanding who the buyer is, what factors are motivating purchase decisions, and how much is available for spend on IoT. From a deployment perspective, IoT straddles an interesting line: it is technically complex, which would argue for deep IT involvement, but it – at least, in more sophisticated solutions – addresses business process issues that are most important to business managers, which would argue for deep line of business (LOB) involvement. What do we see with today’s SMB IoT adopters?

Data collected from the Techaisle SMB IoT Adoption survey indicates that in these early days, responsibility for IoT deployment in small businesses is divided relatively equally between IT and LOB management, while in midmarket organizations, IoT is most often the responsibility of IT group.

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European SMBs experiencing rich business outcomes with mobility solutions

Techaisle’s survey of SMBs (1 to 999 employees) in Europe shows that mobility is addressing a clear business need and these firms are in turn responding with growing investments, especially in applications and solutions. 63% of small businesses (1-99 employees) & 74% of midmarket firms (100-999 employees) say that adoption of mobility solutions has contributed to business growth, up from 67% and 68% respectively from the previous year. Some SMBs have even experienced 2X growth as prior to mobility solutions deployment. Similarly, 37% of small businesses & 24% of midmarket firms say that adoption of mobility solutions has contributed to improved profitability.

39% of small businesses and 89% of midmarket firms have deployed one or mobility solutions and the average spend has increased by 29% for small businesses and 51% for midmarket firms. Survey data shows that service providers are becoming the top purchase channels of mobility solutions for both small and midmarket firms but there is also a distinct increasing influence of IT consultants.

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