Published: 10 June 2024
Communication service providers often struggle to balance small and midsize business needs and growth. This research guides product leaders in developing product strategies, improving self-service and training dedicated sales teams when required for some SMB segments to maximize revenue.
The absence of product composability in communication service providers’ (CSPs’) small and midsize business (SMB) offerings results in inflexible propositions centered more on technology portfolios than industry context or advanced segmentation outcomes. This approach diminishes value and complicates decision-making processes.
CSPs are currently not meeting SMBs’ needs effectively through digital channels, as their back-office systems for purchasing and support lack seamlessness. SMBs are increasingly demanding simpler, fully digital engagement processes that are customized to their specific needs and industry context.
SMB sales channels, both direct and indirect, currently center on generic propositions that often fail to resonate with buyers. Instead,
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Analysts:
Dennis Stevens
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