A new study from Sage reveals the evolving role of technology channel and reseller partners in the U.S. and Canada. The study indicates a shift from point solutions providers and integrators to strategic advisors for SMBs, unlocking significant growth opportunities and paving the way for greater digital agility.
The report, ‘Small and medium-sized business demand for digital advisory services fuels IT channel growth’, surveyed 2,800 technology channel decision-makers globally, including in the U.S. and Canada, to better understand the key drivers impacting the IT channel and reseller market today.
The research highlights that the majority of technology resellers in the U.S. (59%) and Canada (52%) have shifted their focus toward providing strategic advice and services, aiming to improve SMBs’ ability to swiftly adapt to market shifts, new technological breakthroughs and evolving customer demands.
The report found that almost three-quarters of SMBs in the U.S. (73%) and Canada (74%) see investing in digital agility as a high priority, believing it will drive business growth (30%), followed by enhance competitiveness in the U.S. (25%), and increase efficiency in Canada (26%).
Key findings include:
- Shift to Advisory Roles: U.S. and Canadian channel leaders are split on what is driving the shift to advisory roles with U.S. leaders citing the use of technology and data analytics for personalized solutions (59%), increased competition in the market requiring differentiation and value-added services (57%) and desire to build stronger customer relationships (55%). In Canada, leaders attribute the shift to the need to keep up with shifting customer demands (56%) and building stronger customer relationships (53%).
- Digital Agility of SMBs: Almost two-thirds of Canadian SMBs (64%) and half of SMBs (51%) in the U.S. are recognized as ‘fairly digitally agile’ by channel leaders, highlighting their quick adoption of technologies that enhance efficiency and customer experience. However, only 39% of U.S. and 28% of Canadian partners feel SMBs are adequately prepared for future disruptions. Continuous investment in digital tools and training, supported by channel partners, is essential for maximizing the benefits of a digital-first approach.
- Challenges in Driving Digital Agility: The report identifies the main obstacle preventing channel partners from effectively supporting SMBs as the complexity of technology and integration processes. In the U.S., channel partners face significant challenges in providing advisory services, primarily due to keeping up with evolving technology and balancing priorities (both at 48%), along with SMB resistance to advisory services (45%). Similarly, in Canada, nearly half of the channel partners (47%) cite the complexity of technology and integration processes as the top hindrance to supporting SMBs’ digital agility journey.
- Adoption of Innovative Technologies: The majority of U.S. channel partners are focused on driving the adoption of innovative technologies (59%), while 52% of Canadian resellers are prioritizing offering strategic advice and solutions. This is to ensure that SMBs not only access but effectively utilize technology to enhance responsiveness and competitive edge in a rapidly changing market.
- Critical Technologies: Channel leaders in both Canada (62%) and the U.S. (56%) believe cybersecurity solutions are the most instrumental in fostering digital agility. AI and automation followed closely, with 58% in Canada and 56% in the U.S. finding these as the second most critical technologies. Focusing on these areas can enhance SMB efficiency, and security.
Sage’s research underscores the importance of deepening collaboration between IT resellers and SMBs to fully harness new technologies and enhance resilience against market changes. By focusing on areas like cybersecurity, digital transformation, and operational efficiency, IT resellers can boost their growth while helping SMBs successfully navigate these challenges.
Summary of methodology
The research questioned 2,800 decision makers in the tech industry whose company resells tech and IT supplies/services for various businesses in Canada, France, Germany, Portugal, South Africa, Spain, the United Kingdom and United States. The interviews were conducted in April and May 2024.
This online survey was conducted by market research company OnePoll, in accordance with the Market Research Society’s code of conduct.
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This entry was posted on June 27, 2024 at 10:45 am and is filed under Commentary with tags Sage. You can follow any responses to this entry through the RSS 2.0 feed.
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Sage study reveals IT channel partners embrace advisory roles to boost SMB digital agility
A new study from Sage reveals the evolving role of technology channel and reseller partners in the U.S. and Canada. The study indicates a shift from point solutions providers and integrators to strategic advisors for SMBs, unlocking significant growth opportunities and paving the way for greater digital agility.
The report, ‘Small and medium-sized business demand for digital advisory services fuels IT channel growth’, surveyed 2,800 technology channel decision-makers globally, including in the U.S. and Canada, to better understand the key drivers impacting the IT channel and reseller market today.
The research highlights that the majority of technology resellers in the U.S. (59%) and Canada (52%) have shifted their focus toward providing strategic advice and services, aiming to improve SMBs’ ability to swiftly adapt to market shifts, new technological breakthroughs and evolving customer demands.
The report found that almost three-quarters of SMBs in the U.S. (73%) and Canada (74%) see investing in digital agility as a high priority, believing it will drive business growth (30%), followed by enhance competitiveness in the U.S. (25%), and increase efficiency in Canada (26%).
Key findings include:
Sage’s research underscores the importance of deepening collaboration between IT resellers and SMBs to fully harness new technologies and enhance resilience against market changes. By focusing on areas like cybersecurity, digital transformation, and operational efficiency, IT resellers can boost their growth while helping SMBs successfully navigate these challenges.
Summary of methodology
The research questioned 2,800 decision makers in the tech industry whose company resells tech and IT supplies/services for various businesses in Canada, France, Germany, Portugal, South Africa, Spain, the United Kingdom and United States. The interviews were conducted in April and May 2024.
This online survey was conducted by market research company OnePoll, in accordance with the Market Research Society’s code of conduct.
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This entry was posted on June 27, 2024 at 10:45 am and is filed under Commentary with tags Sage. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.