New Sage study reveals IT channel partners embrace advisory roles to boost SMB digital agility
27 Junho 2024 - 10:00AM
A new study from Sage, the leader in accounting, financial, HR, and
payroll technology for small and mid-sized businesses (SMBs),
reveals the evolving role of technology channel and reseller
partners in the U.S. and Canada. The study indicates a shift from
point solutions providers and integrators to strategic advisors for
SMBs, unlocking significant growth opportunities and paving the way
for greater digital agility.
The report, ‘Small and medium-sized business demand for
digital advisory services fuels IT channel growth’,
surveyed 2,800 technology channel decision-makers globally,
including in the U.S. and Canada, to better understand the key
drivers impacting the IT channel and reseller market today.
The research highlights that the majority of technology
resellers in the U.S. (59%) and Canada (52%) have shifted their
focus toward providing strategic advice and services, aiming to
improve SMBs’ ability to swiftly adapt to market shifts, new
technological breakthroughs and evolving customer demands.
The report found that almost three-quarters of SMBs in the U.S.
(73%) and Canada (74%) see investing in digital agility as a high
priority, believing it will drive business growth (30%), followed
by enhance competitiveness in the U.S. (25%), and increase
efficiency in Canada (26%).
"These findings mark a significant shift within the channel
industry. The move toward more personalized solutions and stronger
customer relationships is revolutionizing our support for SMBs,”
says Sippora Veen, VP Global Partner Marketing at
Sage. “With the adoption of advanced technologies like AI,
and a commitment to building skills, we are better positioned to
help SMBs face challenges and thrive in the digital era. This
collaboration is essential for fostering innovation and mutual
growth."
Key findings include:
- Shift to Advisory
Roles: U.S. and Canadian channel leaders are split on what
is driving the shift to advisory roles with U.S. leaders citing the
use of technology and data analytics for personalized solutions
(59%), increased competition in the market requiring
differentiation and value-added services (57%) and desire to build
stronger customer relationships (55%). In Canada, leaders
attribute the shift to the need to keep up with shifting customer
demands (56%) and building stronger customer relationships
(53%).
- Digital Agility of
SMBs: Almost two-thirds of Canadian SMBs (64%) and half of
SMBs (51%) in the U.S. are recognized as 'fairly digitally agile'
by channel leaders, highlighting their quick adoption of
technologies that enhance efficiency and customer experience.
However, only 39% of U.S. and 28% of Canadian partners feel SMBs
are adequately prepared for future disruptions. Continuous
investment in digital tools and training, supported by channel
partners, is essential for maximizing the benefits of a
digital-first approach.
- Challenges in Driving
Digital Agility: The report identifies the main obstacle
preventing channel partners from effectively supporting SMBs as the
complexity of technology and integration processes. In the U.S.,
channel partners face significant challenges in providing advisory
services, primarily due to keeping up with evolving technology and
balancing priorities (both at 48%), along with SMB resistance to
advisory services (45%). Similarly, in Canada, nearly half of the
channel partners (47%) cite the complexity of technology and
integration processes as the top hindrance to supporting SMBs'
digital agility journey.
- Adoption of Innovative
Technologies: The majority of U.S. channel partners are
focused on driving the adoption of innovative technologies (59%),
while 52% of Canadian resellers are prioritizing offering strategic
advice and solutions. This is to ensure that SMBs not only access
but effectively utilize technology to enhance responsiveness and
competitive edge in a rapidly changing market.
- Critical
Technologies: Channel leaders in both Canada (62%) and the
U.S. (56%) believe cybersecurity solutions are the most
instrumental in fostering digital agility. AI and automation
followed closely, with 58% in Canada and 56% in the U.S. finding
these as the second most critical technologies. Focusing on these
areas can enhance SMB efficiency, and security.
“Having spent over 25 years in the channel, I have observed a
shift within the SMB market propelled by the need for growth,
competitiveness, and efficiency. More SMBs are now prioritizing
digital agility to remain competitive and resilient in a constantly
evolving business environment,” says Susan
Vincent, Managing Director, Baker Tilly and Sage Partner.
“As channel leaders, we must shift towards a consultative approach
to support our customers and help them activate the latest
technologies with ease. It's time to adapt and stand out.”
Sage's research underscores the importance of deepening
collaboration between IT resellers and SMBs to fully harness new
technologies and enhance resilience against market changes. By
focusing on areas like cybersecurity, digital transformation, and
operational efficiency, IT resellers can boost their growth while
helping SMBs successfully navigate these challenges.
"Digital agility is the new currency for SMBs, and channel
partners play a critical role in enabling businesses to leverage
innovative solutions that optimize operations, improve efficiency,
and enhance profitability. With technology evolving so quickly,
it's crucial for us to stay ahead of the curve and adopt the
correct tools as soon as possible,” says
Robert Colelli, Managing Principal, Operations, Cresa
Toronto. “AI and cybersecurity are key in driving our
digital agility and we rely on our IT suppliers to help us identify
and deploy the right solutions that are tailored and adaptable to
our growth strategy. With their support and invaluable advice, we
can navigate the challenges of digital transformation much easier
and increase our ability to pivot as necessary in a challenging
economic landscape.”
About Sage
Sage exists to knock down barriers so everyone can thrive,
starting with the millions of small and medium-sized businesses
served by us, our partners and accountants. Customers trust our
finance, HR and payroll software to make work and money flow. By
digitizing business processes and relationships with customers,
suppliers, employees, banks and governments, our digital network
connects SMBs, removing friction and delivering insights. Knocking
down barriers also means we use our time, technology and experience
to tackle digital inequality, economic inequality and the climate
crisis.
Summary of methodology
The research questioned 2,800 decision makers in the tech
industry whose company resells tech and IT supplies/services for
various businesses in Canada, France, Germany, Portugal, South
Africa, Spain, the United Kingdom and United States. The interviews
were conducted in April and May 2024.
This online survey was conducted by market research company
OnePoll, in accordance with the Market Research Society's code of
conduct.
Media ContactJordan
Kerchevaljordan.kercheval@sage.com
Sage (LSE:SGE)
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