Gartner Research

Market Insight: Forget About Company Size When Targeting SMBs, Focus Instead on Business Life Cycle

Published: 03 November 2017

ID: G00342546

Analyst(s): Monica Zlotogorski , Mikako Kitagawa


The business life cycle is one of the most critical factors for small-business IT investment decisions. Technology business unit leaders should step back from company-size-based analysis, instead building strategies based on life cycle analysis to target the fragmented but growing SMB market.

Table Of Contents


  • Four Factors Determine SMB Buying Behavior
    • Four Major Business Life Stages Influence Small-business IT Investments
    • Attitude Toward IT Changes Over the Course of Business Life Cycle

Background and Context

The Impact


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