Gartner Research

Print Technology Vendors Must Expand Channel Strategies to Drive SMB Success

Published: 22 August 2017

ID: G00337233

Analyst(s): Kristin Von Manowski, Mark Paine

Summary

Print OEMs must increase their reliance on alternate routes to market to drive new SMB growth while maintaining direct enterprise sales. Print OEM technology product marketing leaders must improve the effectiveness of SMB channel sales and innovate new digital routes to market to maximize growth.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Regularly Validate SMB Buyer Preferences and Align Preferences With an Easy to Understand Solution Stack
  • Focus Enablement Efforts on Channel Partners Willing to Sell New Solutions While Recruiting New Partners to Fill Gaps
  • Seek New SMB Routes to Market That Address Evolving Digital Buying Preferences and Satisfy Direct Buying Preferences

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