Enhancing Microsoft’s product and marketing strategy and strengthening its position as a thought leader in the SMB segment

“Microsoft wanted to better understand the diverse needs of small and medium-sized businesses (SMBs) around the world. Through a global research programme, we helped to elevate the voice of SMBs, providing Microsoft and its channel partners with the insights needed to shape product strategy, marketing, and engagement.”

– Hugues-Antoine Lacour, Analysys Mason Principal

The challenge

Building a deeper understanding of SMB needs to support product and go-to-market strategies 

To inform product development and support targeted marketing, Microsoft sought a deeper understanding of SMBs’ evolving technology needs, behaviours and expectations – across regions and industries. The goal was to better equip Microsoft and its channel partners to serve this diverse and critical customer segment.

Recognising our longstanding expertise in the SMB market, Microsoft engaged Analysys Mason to conduct a global study to generate evidence-based insights into SMB attitudes towards technology and inform its broader SMB strategy.  

Our approach 

Designing a global primary research programme to understand SMB adoption, needs and expectations 

We began by examining existing data and knowledge to define over 100 hypotheses relating to SMB attitudes, ‘pain points’ and buying behaviours. We then tested and refined these through a global survey of over 3000 technology decision makers across 10 countries. 

The research focused on three main areas:

• Market context: we examined the broader SMB landscape, including growth opportunities, macroeconomic headwinds and the role of corporate social responsibility (CSR)/environmental, social and governance (ESG) in business strategies.
• Technology adoption and attitudes: we investigated the challenges SMBs sought to solve with technology, their digital maturity and the factors shaping technology procurement and adoption decisions.
• Best practices: we identified what differentiated early technology adopters from their peers, including their approaches to managing IT, working with technology vendors and selecting preferred engagement channels.

Our analysis segmented results by region, sector and company maturity, allowing Microsoft to tailor strategies for specific SMB profiles. We also explored how SMBs’ expectations of technology partners varied depending on their internal capabilities and growth ambitions.

Figure 1: Impact of attitude to technology adoption on change in annual revenue

The impact 

Shaping Microsoft’s product and marketing strategy and enhancing its thought leadership 

Our insights enabled Microsoft to refine its SMB product and go-to-market strategy and to better support its channel partners. The findings were shared in internal workshops and were showcased in partner-facing sessions – including a presentation at Microsoft’s ‘Inspire’ event.

We also supported the publication of a thought-leadership report based on the research, positioning Microsoft as a leading voice on SMB digital transformation.