Unlocking the Value of Service Provider Assets to Win the SMB Customer: SMB Connected Office and the Channel Experience
Source: Cisco Systems
The SMB customer, however, often is viewed as difficult to serve, with small pools of addressable spend per customer, a significant amount of vertical diversity, and often wide geographic dispersion. These characteristics can raise sales and marketing expenses as well as make it difficult to meet the variety of needs within this segment. Some IT service providers, such as IBM, have achieved a measure of success in the SMB market by creating repeatable, prepackaged plays using price to attract customers while relying on partners to sell their services.3 According to IBM, packaged services are approximately one-third the price of traditional, labor-based consulting engagements.