We helped Microsoft to inspire SMBs to rethink the link between their business and technology, and how its channel partners can better serve SMBs

The problem

• Microsoft wanted to inform its internal and external communications efforts on technology solutions for small- and medium-sized businesses (SMBs), and to support its channel partners on how they can better engage with, and serve, SMB customers
• As part of the project, Microsoft wanted to provide insights to the SMB market and promote thought leadership

The solution

• In this context, Microsoft commissioned a market landscape study to inspire SMBs to rethink the link between their business and technology, and how Microsoft’s channel partners can support SMBs
• We developed over 100 hypotheses about the SMB market describing the objectives and challenges of SMB customers; their engagement with corporate social responsibility and environmental, social and governance activities; and their approach to technology within the business
• These hypotheses were then tested against a survey of technology decision makers in over 3000 SMBs worldwide
• The survey results provided detailed insights to the SMB market and identified how SMBs were reporting that investing in technology may improve their business performance, in terms of revenue growth and progress towards their objectives

Figure: Impact of attitude to technology adoption on change in annual revenue

The result

• The survey findings were presented to Microsoft’s SMB team across three workshops, along with an internal findings report providing detail to the research
• Analysys Mason then presented the survey results and insights at Microsoft’s ‘Inspire’ partner event, and published a thought leadership study¹

¹ The full study is available here