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Go-to-market recommendations to boost SMB sales in Asia-Pacific


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Project experience | Custom Research

The problem

  • Our client, a global ICT vendor, needed to increase its sales from small- and medium-sized businesses (SMBs) in the Asia–Pacific region, but faced a number of challenges:
    • significant differences in customer needs and behaviour between countries, and within each country by vertical and size band
    • impact of Covid-19 on customer demand and behaviour

The solution

  • We designed and conducted a survey of 1600 SMBs in the 50–150 size band across three key verticals and eight priority countries
  • Question areas included challenges and priorities, Covid impact, digital transformation, spending, satisfaction and channel preference
  • Analysys Mason’s Tech Forecaster market model was used to develop a set of revenue forecasts for each country to enable verticals, size bands and product categories to be prioritised

Figure: Summary project deliverables

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 The result

  • For each of the eight countries, we developed a set of actionable go-to-market recommendations backed by survey evidence, plus additional regional analysis
  • Recommendations concerned target segments, positioning, product portfolio, pricing and channels

We helped our client, a global ICT vendor, boost SMB sales in Asia–Pacific by developing actionable go-to-market recommendations backed by detailed customer insight