Understanding the Waking Giant: The Mid-Market and FAO

The mid-market buyer-segment has shown a spurt in FAO adoption, and although penetrated at less than 1%, it has grown at nearly 40% CAGR since 2002. Since over 40% of the global organizations belong to the mid-market segment, it offers significant revenue growth potential for the suppliers. Everest Research Institute estimates that FAO mid-market revenue can grow upto nearly US$ 9 billion at a penetration rate of 15%. The mid-market represents a new set of challenges and opportunities for both buyers and suppliers.

The focus of this study is to understand the changing dynamics of the mid-market for FAO and identify opportunities as well as potential risks involved.