Go-to-market recommendations to boost SMB sales in Asia-Pacific

Project experience | SMB IT

The problem

• Our client, a global ICT vendor, needed to increase its sales from small- and medium-sized businesses (SMBs) in the Asia–Pacific region, but faced a number of challenges:
  • significant differences in customer needs and behaviour between countries, and within each country by vertical and size band
  • impact of Covid-19 on customer demand and behaviour

The solution

• We designed and conducted a survey of 1600 SMBs in the 50–150 size band across three key verticals and eight priority countries
• Question areas included challenges and priorities, Covid impact, digital transformation, spending, satisfaction and channel preference
• Analysys Mason’s SMB Technology Forecaster market model was used to develop a set of revenue forecasts for each country to enable verticals, size bands and product categories to be prioritised

Figure: Summary project deliverables

 The result

• For each of the eight countries, we developed a set of actionable go-to-market recommendations backed by survey evidence, plus additional regional analysis
• Recommendations concerned target segments, positioning, product portfolio, pricing and channels