Building an Effective SMB Channel Strategy — Examples from Leading Vendors
Description
Building an Effective SMB Channel Strategy — Examples from Leading Vendors
This IDC Market Perspective discusses the basic steps in building an effective SMB channel strategy. Based on interviews with seven leading software vendors, it addresses all elements in a partner life cycle that should be addressed in an SMB channel strategy. "First and foremost, it is important to note that the SMB market is substantial yet extremely fragmented. the channel needs to cater to local differences as well as differences in language, maturity stage, and level of digitization. There is no one-size-fits-all strategy, and the channel needs to address this diversity, which is emerging in the market, as we see more vendor initiatives that go beyond the traditional SMB channel approach. Vendors are starting to think outside the box when it comes to serving the SMB market, exploring industry ecosystems, emerging business models, and alternative routes to market. The use of AI and digitized platforms also improves efficiency in SMB channel management," said Simone de Bruin, associate research director, European Partnering Ecosystems, SMB and Start-Ups.
Please Note: Extended description available upon request.
This IDC Market Perspective discusses the basic steps in building an effective SMB channel strategy. Based on interviews with seven leading software vendors, it addresses all elements in a partner life cycle that should be addressed in an SMB channel strategy. "First and foremost, it is important to note that the SMB market is substantial yet extremely fragmented. the channel needs to cater to local differences as well as differences in language, maturity stage, and level of digitization. There is no one-size-fits-all strategy, and the channel needs to address this diversity, which is emerging in the market, as we see more vendor initiatives that go beyond the traditional SMB channel approach. Vendors are starting to think outside the box when it comes to serving the SMB market, exploring industry ecosystems, emerging business models, and alternative routes to market. The use of AI and digitized platforms also improves efficiency in SMB channel management," said Simone de Bruin, associate research director, European Partnering Ecosystems, SMB and Start-Ups.
Please Note: Extended description available upon request.
Table of Contents
13 Pages
- Executive Snapshot
- New Market Developments and Dynamics
- What Characterizes the SMB Segment
- What Are SMBs' Key Preferences from a Business and Technology Perspective?
- Declining Revenues do not Affect IT Spending
- How do Vendors Successfully Engage with SMBs?
- Discovery Stage
- Key Challenges
- Vendor Examples
- White Space (or Capacity) Analysis
- Strict Door Policy
- Start-Up and Digital Natives
- Recommendations
- Onboarding Stage
- Key Challenges
- Vendor Examples
- Provide Easy Access
- Set Expectations
- Ensure Smooth Conversion and Migration
- Outsource Onboarding
- Recommendations
- Training
- Key Challenges
- Vendor Examples
- Develop New Training for New Markets
- Engage the Partner Community Early
- Increase Value
- Train Through Distributors
- Recommendations
- Managing
- Key Challenges
- Vendor Examples
- Automate the Process
- Measure Success
- Limit the Effort
- Recommendations
- Impact
- Key Challenges
- Vendor Examples
- Help Partners Excel
- Plan the Journey
- Automate the Process
- Targeted Messaging
- MDF and DDF
- Recommendations
- Grow
- Key Challenges
- Vendor Examples
- Leverage the Ecosystem
- Initiate or Participate in Marketplaces
- Expand Indirect Coverage
- Explore New Business Models
- Recommendations
- Out-of-the-Box Partner Initiatives
- Advice for the Technology Supplier
- Key Recommendations to Engage and Accelerate Growth with SMBs Through Partners
- Learn More
- Related Research
- Synopsis
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