Building an Effective SMB Channel Strategy — Examples from Leading Vendors

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.

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