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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.

Dell Technologies’ Small Business Advisors Program is deeply devoted to small business success

Small businesses are increasingly dependent on information technology. 78% of small (1-99 employees) businesses consider technology critical to their success. These small businesses are dealing with an ever-expanding portfolio of increasingly complex applications and platform technologies. Techaisle's small business research data shows that 73% prefer to purchase from a supplier who provides business issues focused technology advisory guidance and 64% want an IT supplier vested in customer success. In an IT environment that is already very complex and likely to become more so, trusted advisors are essential to small businesses. Launched in May 2016, Dell Technologies' Small business Advisor program has been consistently simplifying the technology complexity and removing the friction from purchase decision inertia.

There is a perception that Dell advisors only sell PCs. Reality is quite different than perception. The advisors advise and sell end-to-end solutions. For complex needs, such as digital transformation, Dell has a clear second-level escalation path. The front-line advisors can raise the small business needs to large order specialists or technical resources to work on complex solutions. These specialists have the depth to look over the needs and the entire customer account from an end-to-end perspective, provide infrastructure guidance, including VMware products, and configure solutions based on the customer's requirements.

The advisors are not sales agents. Instead, they have the expertise to determine where a small business is in its technology journey and thereby provide contextual guidance. Their goal is to advise customers on what they need and what they could get, what needs to get fixed, how to fix it, and how to get the right next solution. It is a much more holistic way to drive the customer experience. For example, over the last year, a vast majority of advisor conversations were around the following topics:

  • Migration to a remote workforce – What is needed to support a work-from-home environment and individuals looking to maximize their home office setup?
  • General solution guidance – If using software applications such as QuickBooks, Office, or CAD, what system would work best?
  • The move from cloud to on-prem or hybrid environment – What are the benefits of data management, application performance, cost, and security?
  • Supporting the rapid expansion of specific industries, as a direct response to the pandemic. For example, private healthcare, transportation, and niche service companies in the market.
  • Private schools and other entities enabling remote learning/training.
  • Upgrading outdated technology – End-of-life software applications, operating systems, expiring warranties, and low-performing/over-tasked hardware.
  • Ensuring proper security in a rapidly changing IT landscape.

None of the above are simple technology adoption questions. They are also not point-and-click PC purchases. Techaisle data indicates that there is an interesting opportunity to connect high-value guidance with click-to-buy type options. However, this kind of offering needs a more extensive consultative capability in many cases. For example, nearly three-quarters of small business buyers would like their IT suppliers to provide technical advice directly connected to business issues. In addition, almost two-thirds want an IT advisor who is "invested in customer success." Dell has a very rigorous model of getting to know the customer. Customer conversations revolve around what solution the advisors are trying to help with and what problems they are trying to solve through technology.

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2021 Top 10 SMB and Midmarket Business Issues, IT Challenges, IT Priorities

One of Techaisle's SMB surveys' annual highlights is exploring top business challenges and IT priorities for small and midmarket organizations. They are here - Techaisle's annual SMB and Midmarket Top 10 IT Priorities, IT Challenges, and Business Issues infographics, 11th year of Techaisle tracking at a WW level, and is sought after by IT vendors, channels, and media. In all sectors, 2020 was a challenging year – and as a result, 2021 is challenging from a market planning perspective. The disconnect between 2020 and 2019 was so severe that it rendered forecasts effectively useless: IT suppliers reacted to shifting market trends in real-time. As we enter 2021, IT product and service suppliers look to create a context for understanding the range of outcomes that the new year may bring. Techaisle's "2021 in Focus" research series illuminates issues and requirements in the vast SMB market to support that effort.

Techaisle surveyed a total of 5720 SMBs, quota sampled to ensure adequate coverage of four small business (1-9, 10-19, 20-49, and 50-99 employees), three midmarket (100-249, 250-499, and 500-999 employees) and two upper midmarket (1000-2499, 2500-4999) segments. The data represents a robust and reliable sampling of the SMB market for IT products and services.

There is an ongoing trend – in both the buy-side and supplier communities – towards positioning IT initiatives and expenditures in a business context. By providing insight into the most pressing business issues, IT priorities, and IT challenges faced by small, midmarket, and upper midmarket businesses, Techaisle's research helps readers position their go-to-market strategies and offerings with core market drivers.

For 2021, Techaisle investigated 30 technology areas, each with several sub-technology categories, 30 IT challenges, and 30 business issues.

View and download Top 10 SMB Business Issues, IT Priorities, and IT Challenges
View and download Top 10 Midmarket Business Issues, IT Priorities, and IT Challenges
View and download Top 10 Upper Midmarket Business Issues, IT Priorities, and IT Challenges

In 2021, data shows that hybrid/remote work enablement is either the 2nd or 3rd top IT priority depending upon the segment. Collaboration, which Techaisle researched as a discrete category, is the 2nd top priority within SMBs, 3rd in the midmarket, and 6th in the upper-midmarket segments. Collaboration is already an established framework in most midsized businesses, hence a lesser priority in the enterprise-level mid-sized firms. There is a wide-ranging trend towards seeing collaboration as part of the fabric of business activity, rather than merely a means of enabling connections between discrete tasks. It is a core component for midmarket firms' digital transformation. For these firms, VDI and analytics are a greater priority.

The 2021 business challenge findings depict a wide range of objectives: expansion of the customer base, improved top-line, and bottom-line results, cost control (within IT and across the organization), competitiveness, improvement of existing operations and processes, product and process quality, workforce and regulatory issues, and (perhaps as a nod to the pandemic) a need for enhanced ability to manage the unknown.

It is a diverse list. But what is remarkable is that analytics solutions can help address all of these issues – and that, indeed, SMBs are using analytics to manage each today, which gives marketers who sell analytics solutions an enormous advantage. They can position their products as addressing strategic business priorities.

By far, within the SMB segment, the highest adoption growth rates will likely be in 5G, SD-WAN, containers/Kubernetes, UCaaS, VR/AR, AI, HCI, Customer experience tools, and Open-source solutions.

View and download Top 10 SMB Business Issues, IT Priorities, and IT Challenges
View and download Top 10 Midmarket Business Issues, IT Priorities, and IT Challenges
View and download Top 10 Upper Midmarket Business Issues, IT Priorities, and IT Challenges

2021 top10 smb it priorities business issues techaisle infographic blog

2021 top10 midmarket it priorities business issues techaisle infographic blog

2021 top10 upper midmarket it priorities business issues techaisle infographic blog

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US SMB IT spending will grow by 7.6 percent in 2021

US SMB IT spend is forecast to grow by 7.6% in 2021 over 2020. In July 2020, we had written that resiliency, agility, and adaptability would accelerate recovery for SMBs. Techaisle's survey of 1720 US SMBs confirms the prognosis for the US market. Data shows that 45% of US SMBs will be in the high growth segment, with IT budget increases ranging between 7.5% to 15%. However, 12% of SMBs will experience budget decreases of more than 5%. The majority of the declining IT growth segment will be in the 1-49 employee sizes. Regardless, the small businesses will grow their IT spend. There is an apparent dichotomy appearing in how technology is likely to be acquired by SMBs. Nearly two-thirds of micro-businesses prefer acquisitions structured around leases, whereas one-fourth of midmarket firms plan to move to "as-a-service" approaches.

IT services spending will grow by 8.6%, driven by managed services, data/platform integration, cloud orchestration, and business process automation. As cloud applications increase, the demand for hybrid IT is becoming a pressing requirement for SMBs.

2021 will be the year of the midmarket segment, with IT spending forecast to grow by 8%. Data illustrates a fascinating picture showing IT budget increasing in direct proportion with size, from 100-249 to 500-999 employee firms. The upper midmarket (1000-4999 employee size segment) will have an average budget increase of 6.1%, slightly lower than the 500-999 size business.

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Top 10 SMB and Midmarket Predictions for 2021

In all sectors, 2020 was a challenging year – and as a result, 2021 is challenging from a market planning perspective. The disconnect between 2020 and 2019 was so severe that it rendered spend forecasts virtually useless: IT suppliers reacted to shifting market trends in real-time. As we enter 2021, IT product and service suppliers look to create a context for understanding the range of outcomes that the new year may bring. Techaisle's 2021 report series illuminates issues and requirements in the vast SMB market to support that effort. To start 2021, here are our top 10 predictions.

1. Digital inequality will be more important than the digital divide
2. Quest for reinvention, innovation, resiliency will drive bursts of incremental transformation goals
3. The hybrid workplace will require HR focus and drive adoption of workspace, workflow solutions
4. Meaningful customer partners and not trusted advisors will determine supplier success
5. Pragmatism will overtake progressiveness in technology adoption for a future-ready organization
6. Requirements for automation and enhanced IT services will become time-critical
7. Security and risk mitigation will focus on a safe middle ground
8. Systems of insight will move into the analytics mainstream
9. AI will arrive as a capability integrated within other solutions
10. Open source adoption will become an indicator of cloud success

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